This is a guest blog post from CHEQ, the leader in Go-to-Market Security.
For all of these purposes, an effective CRM is not just nice to have, it’s critical. Without proper CRM software, hot leads go mismanaged or undetected, and processes can become clunky, slow, and even counterproductive. Smart organizations know this, and consider CRMs to be one of the most essential tools in their tech stacks.
But what if you discovered that a large portion of leads that were entering your CRM were actually bots and fake users? For many businesses, this is not just a hypothetical scenario, but a concerning reality. In fact, research has shown that about 40% of all web traffic is invalid. Invalid Traffic (IVT) is made up of various bots, suspicious users, and malicious users. While IVT cannot convert into legitimate paying customers, that doesn’t stop it from flooding CRMs with bad leads.
Letting IVT into your CRM poisons your entire sales operation. IVT unfortunately causes sales teams to waste valuable time, resources and budget nurturing and trying to sell to leads that in many cases aren’t even real people. Email drips and remarketing campaigns also become hijacked by invalid users, and success metrics become skewed. Not to mention, many CRMs are priced based on the number of contacts, so IVT can also inflate bills and lead to wasted budgets. In this article, we’ll discuss what you can do to protect your pipeline and ensure maximum efficiency.
What you can do to protect your pipeline:
is a chance they are a bot. Additionally, when users try to mask their identity, geolocation, or source of traffic they might be coming from a suspicious source and should be carefully evaluated. If a team notices that there is an abundance of unusual traffic or behaviors coming from a particular campaign, maybe it is time to reevaluate the resources being poured into that campaign.
3. Deploy Go-to-Market Security: Once a team has ensured data is clean, teams are following the proper processes, and lead sources and behavior are being evaluated, it might be time to also take a look at how marketing security technology can benefit a given business. Go-to-Market Security (GTMSec) is a business strategy and cybersecurity driven technologies that helps go-to-market teams identify and block harmful sources of traffic from IVT.
Summary: The CRM is the barometer of the entire go-to-market operation. Businesses use it to determine sales success, projections for future quarters, and where to allocate resources. But since IVT is becoming a growing issue for marketers and sales teams, it can seriously poison these critical functions. Because of this, it’s important for teams to keep their CRMs clean to ensure future organizational success. To learn more, visit CHEQ.ai.
Kerry Coppinger | Senior Manager, Brand Marketing @CHEQ
Kerry is the Senior Manager, Brand Marketing at CHEQ. CHEQ is the marketing team’s security suite, trusted by over 12,000 customers worldwide to protect their funnels, sites, and analytics from bots and fake users. Powered by award-winning cybersecurity technology, CHEQ offers the broadest suite of solutions for securing the entire funnel, from paid marketing to on-site conversion, data, and analytics.
Customer relationship management (CRMs) is the command center for organizational growth.
As analytics professionals know, it’s incredibly important to have accurate and reliable data. Virtually every business decision is made based on data.
Reactivating dormant traders or fostering personalized engagement is your last chance at retaining them.