Why CRM Marketing Is Essential for Business Growth

Although typically perceived as software for salespeople, CRMs are the secret sauce behind most successful marketing initiatives. Tapping into these CRM marketing techniques will invariably elevate your sales team’s success.

A CRM is an integral piece of software for marketers and salespeople. Powerful and versatile, you can use CRMs to manage every aspect of the sales pipeline, from signing up newsletter subscribers to nurturing longtime customers, and literally everything in between. A finely-tuned CRM tracks and utilizes all the tiny pieces of data generated by prospects all the way from the tippity-top of the funnel until the moment they sign that sweet, sweet contract.

Étant donné que les systèmes de gestion de la relation client permettent de saisir et d'organiser toutes les données relatives aux clients, et que le marketing consiste à transformer ces données en pistes de vente, les systèmes de gestion de la relation client et les spécialistes du marketing se complètent parfaitement. En outre, de nombreux spécialistes du marketing se retrouvent coincés dans des organisations à forte composante commerciale, avec moins de ressources à leur disposition que leurs collègues des ventes.

We’ve got your back, marketers! This guide covers a few of the many ways marketers leverage CRMs, from side projects and growth hacks to core integral functions.

Bonus : Découvrez la version vidéo !

Qu'est-ce que les données CRM ?

CRM data is information collected from your customers, clients, website visitors, and leads. You store this data in a CRM platform for easy analysis and access. In other words, it’s first-party data you collect directly from your audience that you can use to personalize experiences on your website.

What are the types of CRM data?

Vous pouvez utiliser différents types de données CRM, tels que 

  • Données d'identité : Les données d'identité sont des informations qui permettent d'identifier votre public, comme les données démographiques, le nom et l'adresse électronique. 
  • Données descriptives : Les données descriptives vous permettent d'en savoir plus sur le mode de vie de vos clients potentiels et de vos clients, comme leur fonction, leurs intérêts généraux et leur niveau d'éducation.
  • Quantitative data: Quantitative CRM data includes various metrics that help you in several ways. For instance, you can learn how prospects interact with your brand and website, determine your customers’ previous purchases, and gain other valuable insights.

Les données CRM vous permettent d'en savoir plus sur votre public afin de mieux comprendre ses intérêts et la manière dont il interagit avec votre entreprise.

Qu'est-ce que le marketing CRM ?

CRM marketing comprises the strategies and tactics employed by marketing teams powered by CRM data. With this approach, marketers take advantage of CRM technology to identify and analyze data that supports their marketing efforts. 

Using this data to its full potential brings sales and marketing teams together and builds more meaningful customer relationships and experiences. Done right, CRM marketing translates to more leads, more conversions, and more revenue.

The benefits of CRM marketing

There’s no doubt that a CRM is a powerful tool that provides loads of valuable data to both sales and marketing teams. But how can this data benefit your business in the hands of your marketers?

With the correct data at your disposal, your marketing team can use a CRM to:

  • Gain easy access to audience information, giving you insight into who your customers are and what’s important to them.
  • Group your audience based on different demographics and other criteria for more relevant targeting.
  • Create tailored messaging that speaks to the individual for a personalized experience.
  • Boost your relationship-building efforts and capture essential data through social media—if your CRM integrates with your social media accounts.
  • Test marketing campaigns using data from your CRM reports and through specialized tools like the A/B testing feature for marketers.
  • Automate your marketing campaigns using email, newsletter, form, and landing page templates to streamline your marketing efforts.
  • Develop trust and improve customer loyalty with consistent brand messaging and communications.

Understanding customer experience management (CXM)

The fact is that CRM marketing is at the heart of the customer experience. Gathering, analyzing, and using CRM data effectively is part and parcel of customer experience management (CXM), a crucial aspect of every business’s marketing strategy.

With CRM data at their disposal, marketers can learn more about their customers and create a customer-centric approach. Deeper insight lets them monitor and encourage customer engagement tailored to the customer’s wants and needs.

The result is greater customer loyalty and retention and a marketing team with a real sense of who your audience is.

Core CRM marketing examples

Now that we know more about CRM data and its role in CRM marketing, let’s dig into all the ways marketers can use CRM software and CRM data, from the top of the funnel to the bottom of the funnel—and beyond.

Haut de l'entonnoir

Deploying a top-of-funnel CRM marketing strategy is all about generating awareness around your products, services, and brand. The idea is to get your prospects interested in your company and draw them into your sales funnel, converting them to leads.

With a great CRM on your side, marketers can create more effective top-of-funnel campaigns through various marketing channels and increase leads.

1. Newsletter distribution

Les lettres d'information se situent au sommet de l'entonnoir marketing. Elles contiennent généralement des informations sur l'entreprise, des annonces, des témoignages de clients et des articles de blog récents, et sont loin d'être considérées comme du "matériel de vente". Cela étant dit, elles permettent à la marque de votre entreprise d'être régulièrement présente à l'esprit des acheteurs potentiels, et les CRM jouent un rôle important dans la distribution des lettres d'information. La plupart des CRM vous aideront :

  • Segmentez vos publics
  • Adapter le contenu à chaque public (par exemple, des offres basées sur la localisation)
  • Suivi de l'engagement
  • Réanimer les pistes froides
  • Réutiliser les modèles de courrier électronique

With a CRM or email marketing tool, you can distribute content to those who are interested and easily drop those who aren’t interested. Because of the versatility of CRMs, this activity can be completed by the marketing or sales team, depending on the organization’s structure.

Tailoring custom content to specific audiences is a phenomenal way to drive sales. A few list filters based on location, company size, and engagement can create a brand-new opportunity for email marketing. A CRM integrated with marketing automation software can automatically subscribe contacts to the most relevant lists throughout your sales funnel. These features are handy for marketers who want to promote specific offers and messages to particular audiences.

A CRM’s built-in metrics also help marketers identify who’s opening and engaging with your emails and who’s simply unreachable. Access to these reports makes it much easier to strategize which leads are worth resurrecting and which should be dropped off the map altogether.

2. Top-of-funnel metrics and adjustments

L'établissement de rapports sur les mesures (ou résultats) est une responsabilité essentielle pour tout spécialiste du marketing. Les systèmes de gestion de la relation client facilitent cette tâche en fournissant des rapports intégrés sur de nombreux points de données. Par exemple, Nutshell propose des rapports sur les performances et les prévisions de vente, la productivité des équipes, le volume de prospects, les conversions, les prospects perdus et à peu près tout ce à quoi vous pouvez penser.

The key metrics that marketers use CRMs to track are:

  • Email engagement and response
  • Taux de clics
  • Taux de désinscription
  • Délivrance des messages
  • Marketing expenses and ROI metrics
  • Coût d'acquisition des clients
  • Taux de conversion
  • Valeur de la durée de vie du client
  • Prix de vente moyen
  • Efficacité des activités de vente et de soutien

Lecture connexe : Comment construire un processus de vente : le guide complet.

3. Audience management

When organizations send sales and marketing emails, they need to understand how each audience segment performs. A good marketer is always on top of their open rates, click-through rates, and subscriptions, and a good CRM allows them to be.

Most CRMs integrate with distribution services like Constant Contact and MailChimp. These allow marketers to easily segment their audiences and provide relevant messages to each one, depending on their place in the funnel.

By closely monitoring their engagement metrics, marketers and salespeople can quickly determine which campaigns are working and which adjustments and corrective actions to take.CRMs can also help identify which content, website landing pages, and direct mails aren’t doing well. With a properly configured CRM, marketers can see whether their prospect has engaged with any of their material or if they’re generally uninterested. If a prospect isn’t clicking anything, they might not be a solid lead. On the contrary, if a piece of marketing content isn’t getting clicked on by anyone, it’s time to either update it or eliminate it.

 

4. Tracking source to sale

Marketers using landing page builders understand the importance of tracking source to sale. Someone might sign up for a newsletter, read it once, and then never interact with your company. On the contrary, the same newsletter might generate a lead that turns into a sale and leaves you wondering why.

To shed some light on these mystery conversions, marketers can integrate their landing page publisher with a CRM and track the lead from source to sale. At Nutshell, we simplify things further with our native Landing Pages feature. This add-on is just one of the many marketing tools accessible from the Nutshell dashboard.

Data captured from landing pages and web forms will automatically populate the CRM with the data needed, allowing marketers to track their leads as they progress through the pipelines.Leads that progress all the way from the landing page and convert into a sale can indicate that the landing page itself is healthy since it provides the CRM with quality leads. If there’s a landing page that never generates any sales, it can indicate that the landing page, or the sales processes associated with that pipeline, needs some work.

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Tracking the effectiveness of landing pages and web forms and the quality of their leads allows marketers to make budgetary decisions related to their advertising and marketing channels. Based on which channels send the most leads and which leads produce the most sales, it becomes easier to decide which sources to cut and which to improve.

5. Social media marketing

Saviez-vous que votre CRM peut vous aider à analyser la façon dont vos prospects et clients actuels interagissent avec votre marque sur les médias sociaux ? 

L'intégration de votre CRM à vos plateformes de médias sociaux vous permet de mettre en œuvre et de gérer des campagnes de stimulation des ventes. 

Par exemple, vous pouvez :

  • Identifier les plateformes de médias sociaux les plus populaires auprès de votre public
  • Analyser les hashtags et les sujets en vogue pour votre segment d'audience
  • Voir quels sont les posts et les types de contenu qui suscitent le plus d'intérêt de la part de vos followers.

Use this data to focus on the platforms your audience is active on to expand your brand awareness and reach. You can also leverage your data to create more content and posts that resonate with your audience’s interests to increase engagement.

6. Digital advertising

Pour maximiser les ventes de votre campagne publicitaire, vous devez vous assurer que vos annonces atteignent vos clients idéaux. C'est là que les données de votre CRM peuvent vous aider. 

As we discussed above, CRM marketing leverages what you learn about your current customers, clients, and prospects. Your CRM can provide information about their: 

  • L'âge
  • Localisation
  • Rôle de l'emploi
  • Historique des achats
  • Intérêts généraux
  • Et plus encore

Grâce à ces informations, vous pouvez vous assurer que vos annonces atteignent les personnes les plus susceptibles d'acheter vos produits ou services. 

For example, advertising channels, such as social media and over-the-top (OTT) video streaming platforms like YouTube and Hulu, let you select audience targeting features for your ad campaigns. 

Simply choose the CRM marketing channels that match the makeup of your current customers or clients and watch your sales and revenue soar.

Milieu de l'entonnoir

These CRM marketing examples use data to initiate campaigns aimed at leads in the middle of your sales funnel. According to your CRM data, these prospects know about you and have shown some interest in your products or services.

7. Targeting based on behavior, location, and other data

Clearly defined sales pipelines are the foundation of an effective sales team. CRMs allow marketers to send targeted messages to people depending on their stage in the pipeline. You can customize sales pipelines to reflect different products and buyer journeys, meaning that marketers can use completely different strategies on entirely different people. (See also: multiple pipelines in Nutshell Pro)

Leads can enter your pipeline from various sources and channels. These include demo requesters, referrals, form submissions, and direct callers. But they vary from business to business and product to product, and it’s a marketer’s job to deliver the right messages to all these leads. This way, there is little chance you’ll bombard a customer looking for business cards and signage with messages about web page builders.

Par exemple, si une personne s'inscrit à un webinaire organisé par une entreprise, votre CRM doit être configuré de manière à ce qu'elle puisse s'inscrire :

  • Automatically get added to a particular pipeline for webinar attendees
  • Ne recevoir que des messages marketing ciblés sur des contenus similaires
  • Receive emails or calls related only to the content they want
  • sont traçables avec un engagement mesurable

8. Tracking conversations and activities

Salespeople and marketers alike rely heavily on a CRM’s conversation-tracking capabilities. Most CRMs have this functionality built-in and on display in an easy-to-find location. In Nutshell, logged activities, calls, emails, stage changes, new leads, new companies, and new people are grouped into a common feed called a timeline.

Vos activités et vos messages étant regroupés en un seul endroit, il est facile pour les spécialistes du marketing de.. :

  • Collaborer avec les autres équipes et coordonner ouvertement les efforts
  • Voir ce qui fonctionne et ce qui ne fonctionne pas
  • Utiliser les taux d'ouverture et les temps de réponse pour évaluer l'efficacité du marketing

When sourcing marketing content, the timeline is a fantastic place to start. An up-to-date timeline will contain tons of customer data, including who’s using your products and to what extent. Depending on the customers ‘ interactions with your team, browsing customer interactions may reveal potential customer success stories, testimonials, or quotes.

9. Who’s downloading content?

Content is an essential part of any fully-formed marketing strategy. It’s responsible for a significant portion of organic website traffic and propels people through the sales pipeline. Content is a marketer’s greatest tool for grabbing the attention of potential customers and steering them in the right direction. A bit of content about product comparisons might be the perfect tool to turn an unengaged shopper into a buyer. Sending a thank-you email with bonus tips can transform a new customer into a power user.

Since content plays a strategic role, staying on top of the metrics is crucial. Obvious metrics can include the basics like the number of content offer downloads, the number of clicks, and the time spent on the page. Strategically, marketers also look beyond those to gauge which demographics respond to specific content types, what role timing plays in content engagement, and which points in the sales process require more content. A concise marketing strategy in an accurate CRM is a flexible and invaluable method of getting the right content to the right users.

Simply put, when a user signs up for your content, they trust you that you’ll refrain from spamming or bombarding them but give them more of what they asked for instead. Use this opportunity to make their experience even better.

 

10. Who’s attending webinars?

Webinars are an up-and-coming trend in the sales and marketing world, with a reported 95% of marketers citing webinars as an essential component in achieving their marketing objectives.

Webinars are a common form of content marketing, existing solely to provide valuable information in exchange for email addresses and other contact information, usually collected upon registration. Tracking attendees in a CRM is excellent for marketers because it clarifies the attendees’ place in the sales pipeline and provides clues into the types of education they seek.

Webinar content typically includes helpful information, tips and tricks, and industry trends. They typically won’t include an explicit sales pitch: That’s what demos are for. Webinar attendees are higher in the funnel and aren’t ready to hear why they must act fast and buy now. They’re there to learn and absorb the webinar’s content, which means webinars should be about something seriously thoughtful and more than just another stop in the buyers’ journey.

11. Discounts, offers, loyalty clubs

Incentivizing your prospects (and customers) to engage with your brand is always a good idea. This model varies across the board depending on the industry and the products sold. But, the basic idea is that businesses provide customers with points, cash back, and other rewards in exchange for repeat business and referrals. It’s a win-win!

Incentives can translate to extremely lucrative referrals when implemented correctly. For example, Sephora’s Beauty Insider rewards program has more than 17 million members that comprise as much as 80% of Sephora’s annual sales. The program is partly successful due to its flexibility: Members earn points with every purchase and can redeem them for any Sephora product they’d like.

Dropbox implemented a simple referral program for its users. Users could earn 500MB of free space with minimal effort by referring friends with just a signup URL. Due to its simplicity, this program was wildly successful and earned them 4 million new users in just 15 months.

You can enhance this marketing strategy by using a CRM, allowing marketers to subscribe rewards club members to content relevant to them easily. This keeps members continually engaged by the program, even if hardly see the website or other communication channels. By keeping their rewards content fresh and getting it in front of interested customers, marketers can keep their engagement numbers healthy and their customers happy.

Le fond de l'entonnoir

When leads reach the bottom of the sales funnel, it means they’re close to converting and it’s time to convince them to choose you. Marketing campaigns targeting bottom-of-funnel leads include sales-oriented messaging that’s specific and tailored to the prospect.

12. Personalized content and experiences

When configured properly, CRMs capture tons of useful data about customers and prospects. By the bottom of the funnel, they’ve already been added to a pipeline that matches their demographic information. These leads have engaged with content, progressed through your sales process thanks to your sales team’s efforts, and expressed interest in a product. Now it’s time to sell.

At this point, you can leverage more information about the person and company to make the offer more targeted and relevant. Marketers often accomplish this by creating sales, promotions, and offers that appeal to people close to the end of the sales pipeline.

“In honor of Research Week, we are offering 25% off the list price for all Research Admins and Assistants.”

Deals like this serve as a means to accelerate people through the pipeline and reopen conversations with people who are close to making a purchasing decision but have gone cold for whatever reason.

13. Location-based offers

Certains logiciels de gestion de la relation client (CRM), comme Nutshell, offrent des fonctions de marketing géolocalisé qui indiquent où sont répartis les prospects, ce qui permet aux vendeurs et aux spécialistes du marketing de prendre des décisions en connaissance de cause.

Say, for instance, a company wants to open a new store in a specific city. Marketers would create several maps for the neighboring areas with various offers and promotions. With proper pipeline and list management, they could examine which marketing efforts generate the most traffic, and continuously improve their strategies.

Marketers take location-based marketing tactics to the next level by advertising to people as they hit certain locations, like walking by their store or getting close to a competitor’s store. Using beacon technology, marketers can even advertise to customers inside the store, promoting deals that may appeal to their demographic.

Location-based marketing also provides marketers with a headstart towards their market segmentation initiatives. Customer location is the most basic form of segmentation, and marketers who use their CRMs for location-based strategies can update their pipelines accordingly, ensuring all prospect records remain accurate.

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Administratif

Another example of CRM in marketing is when marketers use CRM data to inform other aspects of the marketing process, including administrative activities. These elements play an important supporting role in your overall CRM marketing strategy and can make or break campaigns if ignored.

14. Segmentation

Market segmentation involves separating people, companies, and leads into groups based on their similarities, or more specifically, their propensity to respond similarly to specific marketing tactics. Although there’s a lot of work to do offscreen, the end result means that marketers can sift entities into various pipelines in the hopes of maximizing their marketing impact.

Les spécialistes du marketing répartissent généralement leurs prospects en catégories sur la base des types de segmentation suivants :

  • Données démographiques: Âge, sexe, revenu, profession, race
  • Psychographique: Mode de vie, personnalité, croyances, valeurs, classe sociale
  • Comportementales: actions entreprises par le prospect dans le cadre du pipeline.
  • Géographique: Ville, état, proximité des lieux cibles, conditions météorologiques

By properly segmenting audiences within their CRM, marketers can easily increase their conversion rates between pipeline stages and waste less time on less fruitful tactics. It’s all about getting the right message to the right people, and CRMs help marketers do it better.

Cette section n'est qu'un résumé. Pour en savoir plus, consultez notre guide complet sur la segmentation du marché.

15. Managing backlinks

Backlinks are on every marketer’s radar. For everyone outside the marketing world, a backlink is a hyperlink from one site back to yours. The reason they’re crucial is that there is strategic value in acquiring backlinks from certain sites, mainly ones with similar content (and keywords) and a high domain authority. When these sites link to your site, it drives more organic traffic and boosts your page’s SEO. Moz describes them as “a ‘vote of confidence’ from one site to another.” Backlinks from spam sites or other sites with very poor domain authority have the opposite effect, hurting your domain’s authority and reputation by association.

Unfortunately, requesting and obtaining a backlink from a targeted website is hardly ever straightforward. It usually goes something like this:

  • Encounter a site with relevant content, strong domain authority, etc.
  • Effectuer une recherche de prospects pour savoir qui s'occupe de leur marketing
  • Trouvez un bon endroit à partir duquel ils peuvent créer un lien vers votre site.
  • Écrivez un courriel très précis, incluant les URL, décrivant l'endroit où vous aimeriez obtenir un lien.
  • Tendre la main à cette personne
  • Découvrir qu'ils n'effectuent pas les modifications du site web
  • Participez à une conversation avec le spécialiste du marketing et la personne qui met à jour son blog.
  • Obtenir un lien retour de l'entreprise cible

Après avoir effectué cet exercice plusieurs fois, les spécialistes du marketing découvriront qu'il crée un encombrement de la boîte de réception, avec de longs fils d'e-mails et de multiples contacts pour chaque entreprise. C'est là qu'un système de gestion de la relation client (CRM) fait toute la différence.

By managing backlink negotiation with a CRM, marketers can keep track of everything in one place and perform on-the-spot analyses of their efforts. Is there a “buddy” company that’s always happy to link to relevant articles? Do your prospects always ask about your domain authority? Is your email getting responses? Answering questions like these can boost your success rate and secure more links to your site.

Author’s note: I created a special pipeline in Nutshell for my personal efforts, securing and nurturing backlink leads.
By using a CRM to manage backlinks, and also disavowing the toxic ones, we
boosted the domain authority of this very site and saw a quick 11% increase in organic traffic.

16. Web design and development

As a vital CRM marketing channel, your website needs to provide an attention-grabbing and positive user experience to drive conversions and sales for your business. The first-party data in your CRM is key to giving your prospects all the information they need to convert. 

Comme nous l'avons vu plus haut, les données de votre CRM vous permettent de connaître les centres d'intérêt de votre public et les pages de votre site web avec lesquelles il interagit. Vous pouvez utiliser ces informations pour personnaliser l'expérience de vos prospects sur votre site. 

Supposons que vous vendiez des équipements sportifs. Vous pouvez mettre en place un contenu dynamique sur la page d'accueil de votre site qui affiche un message de bienvenue personnalisé pour vos visiteurs en fonction de leurs centres d'intérêt. 

Par exemple, si l'un de vos prospects s'intéresse à la randonnée, votre message pourrait être le suivant : "Bienvenue, randonneur". Vous pouvez aller plus loin et fournir un lien direct vers vos produits de randonnée.

La personnalisation de votre site web permet de maintenir l'intérêt de vos clients potentiels et d'informer votre public que votre entreprise propose les produits ou services qu'ils recherchent.

The impact of CRM marketing on business growth

At the end of the day, every business wants to grow and improve its revenue. Investing in a solid CRM and employing the right people to manage the data can have a massive impact on the success of your business.

The importance of CRM in business growth and revenue

Regardless of your industry, your audience has options and it’s your job to stand head and shoulders above your competitors to win those leads and conversions.

The best way to do this is to provide leads and customers with a unique experience, tailored to their needs. You want to make your customers feel like you understand them and have explicitly designed your products and services for them.

The detailed customer data gathered through your CRM makes this unique customer experience possible. Your CRM data should give you all the insight you need to nurture leads and conversions, giving you more revenue and helping you grow your business.

Possible CRM marketing integration challenges

You’ll need more than just CRM software and captured customer information to integrate the data with your marketing efforts. To ensure you develop CRM marketing strategies and tactics that work, your team must manage the CRM data correctly.

Proper data management begins with understanding that your CRM software is more than just a data storage system. To create customer-centric marketing campaigns, you’ll need to ensure your data sets are connected and organized for easy access and analysis.

Your data should also be free from incomplete, inconsistent, and duplicate data. Cleaning your data thoroughly using data scrubbing software is a great way to ensure it’s ready for distribution or transformation, depending on your needs.

Without appropriate management and organization, data can fall through the cracks making it difficult to track customer behavior accurately.

How CRM marketing affects customer support and satisfaction

With accurate and well-organized CRM data at hand, you can improve the customer support and satisfaction experience in the following ways:

  • Reduced call wait times
  • Efficient and effective technical support
  • Relevant brand and product messaging and communication

When customers experience seamless support delivered by a team with the right information who understand their particular needs, customers are satisfied and more inclined to be loyal to your brand.

CRM marketing software that turns leads into customers

Perhaps you’re looking for CRM software and tools for your small business or as a solopreneur. Or maybe you need an enterprise-level solution for a corporation. No matter the size of your business, Nutshell provides CRM software with all the tools you need to integrate your customer data with your marketing strategy, hassle-free.

Nutshell is an easy-to-use CRM that makes pipeline management and workflow automation a breeze. Our Nutshell Campaigns add-on makes the most of your customer data, letting you create custom, automated marketing email sequences straight from Nutshell.

You can even integrate Nutshell with your social media accounts and email marketing apps to streamline all your marketing communications. Segment and target audiences from your contacts, send them visually impactful emails, and track audience engagement all from within the app.

Nutshell simplifies and improves your marketing goals and tasks by helping you extract, analyze, organize, and use your customer data to your advantage.  

Check out this video to learn more about Nutshell Campaigns: 

Get the most from your CRM data with CRM marketing

There are many more ways for marketers to use CRMs. The master plan involves gathering as much data as possible and using it to refine the sales process from the top of the funnel all the way to the bottom. A CRM is a goldmine of prospect information waiting for savvy marketers to transform it into something beautiful.

Want to learn more about how to use your CRM data to level up your marketing game? Download our handy B2B Marketer’s Toolkit, packed with expert tips on CRM marketing, lead generation, SEO, PPC ads, and plenty more.

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Ressources pédagogiques :

Les entonnoirs - ventes et marketing - et leur utilité

Pourquoi une équipe de croissance est la réponse à l'alignement des ventes et du marketing

Le guide ultime de la segmentation du marché

Le guide complet des ventes Saas

Les 16 meilleurs outils de prospection commerciale qui s'intègrent à votre CRM

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