A CRM (Customer Relations Management) database is one of those unique B2B products that’s caught between two industries. One industry is the advertising and marketing industry while the other is less known industry of B2B software. There are plenty of logical reasons why it can be viewed as such.
The unique thing about CRM software is that there are times when it is included in a bigger package known as ERP software. On the other hand, CRM deals with clients and therefore, a database is something companies can use to enhance their marketing efforts. Thus, you can see how it ends up right in between the two as a hybrid born of the worlds of B2B software and marketing.
The tricky thing about CRM databases though is that they have lengthy implementation periods (just like any other software geared towards improving company management).
They also take time to develop and improve, hence companies who supply those things themselves will have trouble getting the attention of prospects because the end up too preoccupied. In other words, they face the same challenge of its parent industries: appointment-setting.
Appointment-setting is a common feature in many B2B lead generation campaigns. This is even more important for those in B2B software because they’re either in the midst of an implementation or development project. In either case, they need a way to work around the right time to get more deals made. Unlike regular B2B software which focuses on simply learning about a company, you also have to consider how it will help it in its advertising and marketing efforts. This means you need to do some homework on both your prospect company as well as their customers.
This is where time really gets difficult to work with, followed by resources. Improving and implementing a CRM database is already taxing enough in both terms. There are methods to be concern with (and both need to be based on precision, not coverage). Will you opt for telemarketing or targeted email? You might even need a CRM database of your own in order to store information and keep tabs on qualified sales leads. Are you prepared to hire and train professionals in the methods you’ve chosen? What about equipment?
Finally, would you wish to spend all of that just so that you can have enough people coming in, looking to give your business some work?
Even if you could, the opportunity cost seems wasteful (especially when something in the campaign starts to go wrong). To play it safe, there’s no harm in a little outsourcing. There are plenty of lead generation companies out there who have already invested ahead just for the benefit of B2B companies such as those supplying CRM databases. Some have even gone as far as to use multiple methods in order to spark interest in clients (e.g. using email then following up with telemarketing). The possible clients themselves can also come in satisfying numbers because of their large contact database (as well as expert analysts who can filter them according to your specifications). –
