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The 5 Benefits Of Using A CRM System For Construction Marketing

The 5 Benefits Of Using A CRM System For Construction Marketing

What is a CRM system? Good question. A Customer Relationship Management (CRM) system handles your data. 

A high-quality CRM system can empower you and your building products business to understand your customers, sales data, and marketing like never before.

CRM Magazine showcases that 91% of business with 10+ employees use a CRM system.

So, let’s go and delve into the benefits to find out why they’re valuable to your building products business and your overall construction marketing.

step 1. A High-quality CRM Provides Efficiency

A CRM system initially can be time consuming when adding data and records.

However, if you have one that is integrated with your email and website, your records will be enhanced automatically, without you having to do anything – making your life easier.

A phrase we like to use is having a ‘single source of truth’. A CRM system has this because its one place storing all this data.

When a new contact fills in a form for a content download or enquiry form, their company information such as: name, size and contact number all get pulled through automatically.

Arming you with everything you need to reach out to them professionally and quickly.


step 2. Automate Your Marketing Efforts

Automation allows you to eliminate repetitive admin tasks. Having your workflows setup properly can act as another member of your team keeping a check on everything.

The time you save from this can then be better utilised reaching out to qualified leads and helping customers.

Advanced workflow tools within your CRM will organise your data, segment your customers to match with buyer personas, nurture leads, create tasks for your sales team and more.

You can schedule your social media content in bulk and integrate data from different social platforms so you can see which has the most engagement.

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You also can automate your emails to send weekly newsletters, reply to a form submission and send follow-up emails.

Email sequences allow you to send different emails to people depending on how they interacted with your first email.

Automation is widely used within workflows. There is initial work to set workflows up, but once setup, they run automatically - streamlining your outreach.  

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step 3. Improve Your Relationships

By integrating a CRM system with your website, you can improve relationships with your contacts by understanding how they interact with your business.

It can tell you which website pages your prospect has visited, how many times they viewed that page and a live notification of when they are browsing.

You can also see when a prospect has opened an email even after you’ve sent it.

This not only gives you a huge insight for sales purposes but allows you to interact with your contacts at the right time. This could be the difference between winning or losing a sale.

Knowing what your contacts are looking for, means you can serve them relevant content and information about your product or service.

As you learn more about what your contacts want from your website, you can then go above and beyond to provide them a personalised experience.


step 4. Enhance Visibility Of Your Sales Pipeline

It’s scary to think that there are businesses generating sales, but they can’t link it back to specific interactions. By knowing what works, you can do more to grow your business.

Having your sales pipeline integrated with your website and your marketing activities can show touch points customers have made.

Salesforce found that companies adopting a CRM system increased sales by 29%, sales productivity by 34% and sales forecast accuracy by 42%, showcasing the advantage a CRM can have to your building product company.

You can view:

  • A deal setup
  • The contact associated with that deal
  • Pages they’ve visited
  • Forms they’ve filled in
  • Emails they’ve read
  • Links they’ve clicked within an email

It’s not uncommon for sales teams in 2020 to still be working off spreadsheets. Although spreadsheets are great, they shouldn’t be holding what’s been quoted, won and lost.

This information should all be in one place for the whole management to see, giving complete transparency on how you’re performing as a business and what’s driving growth.

You can customise your sales pipeline to suit your businesses process. Below is an example of a sales pipeline.



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step 5. A CRM Can Be Free

A major plus. A CRM can cost you a grand total of £0. Of course, there are different packages available that provide deeper insights and advanced tools.

Yet, there is so much you can already do with a free CRM system.

An example of a great free CRM system is – HubSpot.

Just some of the tools included on the free version are:

  • Reporting dashboard
  • Company insights
  • Tracking deals
  • Email tracking
  • Meeting scheduling
  • A website live chat



The benefits of a CRM are huge, you can transform your building products company into one that is efficient and productive.

Why waste time on repetitive tasks; let a CRM do the hard work for you.

Here at Insynth, we’re HubSpot partners and have helped many building products companies successfully integrate HubSpot CRM. Bringing them insights into their marketing and sales activities and boosting their growth plans.

If you need to talk about adopting or implementation a CRM system, or you want more information, get in touch with us here at Insynth we are more than happy to help.

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About Insynth

At Insynth we deliver a predictable flow of leads, customers, and specifications for building product brands through our inbound marketing approach, proven to reach a technically demanding audience.

We use the latest marketing techniques such as construction inbound marketing, to equip building product companies to grow sustainability in this era of digital transformation.

As the only HubSpot certified agency to major in construction marketing. We have a proven formula of bringing a variety of functionalities together including CRM ImplementationWeb DesignSales AutomationSEO, and Email Marketing to achieve your ultimate aim: Growing your business and gaining new specifiers and customers.

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