How do you use CRM to segment and prioritize your leads?

1 Define your criteria

To begin, you need to define criteria for segmenting and prioritizing your leads. These criteria are attributes or characteristics that you use to group and rank leads based on their fit, interest, and readiness to buy. Demographics like industry, company size, location, and job title are common criteria. Additionally, you can consider behavior such as website visits, email opens, downloads, and webinar attendance. You may also use lead scores or engagement scores to measure the quality and potential of a lead. Furthermore, you can track the progress of a lead in the sales funnel with stages such as awareness, consideration, decision, or advocacy. To store and display your criteria for each lead, you can create custom fields, tags, or labels in your CRM.

2 Segment your leads

The second step is to segment your leads based on your criteria. Segmentation is the process of dividing your leads into smaller groups or categories that share similar traits or needs. Segmentation helps you tailor your sales messages, offers, and strategies to each group. You can use your CRM to create segments or lists based on your criteria using filters, rules, or workflows. For example, you can create a segment of leads who are in the decision stage, have a high score, and work in the healthcare industry.

3 Prioritize your leads

The third step is to prioritize your leads based on your criteria. Prioritization is the process of ranking your leads according to their urgency, value, and likelihood to convert. Prioritization helps you focus your time and resources on the most qualified and profitable leads. You can use your CRM to prioritize your leads using scores, ratings, or statuses. For example, you can assign a priority rating of high, medium, or low to each lead based on their score, stage, and behavior.

4 Nurture your leads

The fourth step is to nurture your leads based on your segments and priorities. Nurturing is the process of building trust, rapport, and value with your leads through relevant and timely communication and education. Nurturing helps you move your leads along the sales funnel and increase their readiness to buy. You can use your CRM to nurture your leads using email campaigns, workflows, tasks, reminders, or calls. For example, you can send a personalized email with a case study to a high-priority lead who is in the decision stage and has shown interest in your solution.

By using CRM to segment and prioritize your leads, you can improve your sales performance and results. You can also use CRM to track and measure your lead generation, conversion, and retention rates and optimize your sales process accordingly.

5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?