Ask an Expert: How sales and marketing teams can drive growth with data

Data is king when it comes to powering organizations’ sales, marketing, and customer relationships. But you may be wondering how exactly teams can harness this data to drive growth, close sales, and create impactful marketing campaigns.

To get to the bottom of this, we asked Chad Reid, Vice President of Marketing and Communications at JotForm, to tell us how marketing and sales teams can collect meaningful data to grow and achieve their business goals. Read on to learn a few expert tips and tricks.

 1. JotForm helps users create custom online forms and is a data collection tool itself. Tell us how form data can help businesses grow.

With an online form, businesses can collect any type of customer information, such as names, emails, addresses, and feedback.

Collecting customer data helps businesses grow because it enables organizations to get into the nitty-gritty of who their target audience is, and from there, make informed business decisions when building targeted marketing and sales campaigns.

Taking customer feedback to heart is a really valuable way to grow a business. Our company, JotForm, knows this well. Our teams rely on user feedback to continuously improve and optimize our product. User feedback has helped us grow our online form product into a “form-of-all-trades.” We went from offering a simple form builder to a robust, fully customizable product with rich features, a PDF editor, a mobile app, and much more.

2. Give us an example of using online forms to convert leads and improve sales performance.

Contrary to popular belief, the use of online forms does not end with capturing a lead; it simply begins there. The information captured from one form can easily be populated on other forms for both internal and external completion and automation of other tasks, and, most importantly, to influence your sales conversion. An example of this could be collecting key data points (via the form) such as key pain points that can later help you personalize your follow-up and strike the right chord on the first customer call.

This data can also be used to prepare a follow-up questionnaire that asks more specific questions to assess client needs more specifically, and offer them a compelling demo or a tailored solution.

Asking more detailed questions beyond simple lead capture shows prospects that you’re listening, and also gives you powerful insights to tailor your sales pitch and content.

3. How can Zoho CRM users get the most out of JotForm?

Zoho CRM users can get the most out of JotForm by connecting the two apps. The JotForm integration with Zoho CRM is perfect for sales and marketing teams because it takes just minutes to set up, automates data collection, and instantly sends form submissions into Zoho CRM.

This integration eliminates manual data entry, freeing up time to focus on closing deals, building marketing campaigns, and more.

4. What types of data can be collected using JotForm and Zoho CRM? How can sales teams use that data to influence sales?

Sales and marketing teams can use this integration to collect data about contacts, leads, products, tasks, campaigns, calls, new accounts, and much more. The integration can also collect notes with the submission data.

Having well-rounded customer data influences sales because it helps teams understand their customers and better relate to them. Being personable usually leads to more sales!

5. What data collection and data management tips and tricks do you recommend to Zoho CRM users?

One of my favorite data collection tips is to be creative with the backend of your form. Earlier, we said that keeping the front-facing portion of your form simple is better for conversions. But the backend is a whole different story.

In JotForm’s backend, you can choose from tons of integrations, work tracking apps, add widgets like e-signature and image upload, and more.

Another cool backend feature is selecting multiple emails to receive form submissions, instead of just one. There’s also conditional logic (if this, then that), which can automatically skip a question based on a user’s response to the previous one. The customization options are pretty limitless.

For the data-management side of things, it’s vital for both sales and marketing teams to personalize their CRM and make it feel like it’s their own. Every team works a little differently — some teams like specific layouts and color-coded tags, while others don’t.

The best thing to do is to customize your CRM so it accommodates your team’s work style.

Be sure to check out the JotForm integration for Zoho CRM to build custom online forms that send your response data directly into Zoho CRM.

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