Making Sales with Data Marketing: CRM Lead Management Tips
Making sales from old data is one of the smartest strategies you can implement in 2025. At Earng Media, we encourage clients to aim for 20-40% of their monthly sales to come from past leads. Why? Because once you’ve paid for a lead, every sale that comes from it later is practically free.
This is what we call data marketing—leveraging past enquiries, sales notes, and customer history to re-engage leads, nurture potential buyers, and close more deals.
In this blog, we’ll break down the best ways to maximise your CRM, improve your sales process, and implement a data marketing system that drives revenue.
What is Data Marketing and Why CRM Lead Management Matters?
Most businesses already use a CRM (Customer Relationship Management system) to store client details, past interactions, and sales data. But simply storing data isn’t enough. Data marketing is about leveraging your CRM to generate more sales by segmenting and reactivating old leads.
💡 Further Reading: Best Practices in Lead Management for Marketing Teams (via Nimble.com – a leader in CRM software solutions)
The key is categorising data properly so that you can reactivate leads at the right time.
CRM Lead Segmentation: The Three Key Data Marketing Strategies
To successfully implement data marketing, you need to categorise your leads into the following three groups:
Not Interested Leads? Use Data Marketing to Re-Engage and Convert
These are people who showed initial interest but ultimately didn’t move forward at the time. The key is to track the reason they weren’t ready so you can follow up later.
Action Steps to Maximise Not Interested Leads:
✅ Add a dropdown in your CRM with common “Not Interested” reasons (e.g., “Satisfied with current provider,” “Timing isn’t right,” “Lack of budget”).
✅ Automate follow-ups based on the reason—e.g., check in after 3-6 months to see if they’re still happy with their provider.
✅ Use bulk emails and SMS to re-engage these leads with a new offer or update.
📌 Further Reading: 7 Sales Strategies to Re-Engage Your Old Leads (via RevenueGrid.com – an expert in sales engagement technology)
CRM Data Problems: How to Fix Not Qualified Leads with Better Targeting
A “Not Qualified” lead is different from a “Not Interested” lead. These people were never a fit for your offer in the first place—perhaps due to location, budget, or eligibility. This is a marketing issue, not a sales issue.
How to Handle Not Qualified Leads for Better Targeting:
✅ Track why leads aren’t qualified and adjust your marketing targeting.
✅ Use CRM filters to separate marketing mismatches from genuine sales leads.
✅ Ensure sales teams aren’t falsely marking leads as “Not Qualified” to avoid accountability issues.
📌 Recommended Resource: 17 CRM Data Management Best Practices for Business Growth (via AdaGlobal.com – a leader in CRM best practices and insights)
Not Going Ahead? Sales Automation and Data Marketing Can Win Them Back
If your business has appointment setters and consultants, you’ll need to track the “Not Going Ahead” category separately. These are leads that progressed to a consultation but didn’t proceed with a purchase.
How to Re-Engage These High-Potential Leads:
✅ Implement a reason-tracking system for “Not Going Ahead” decisions.
✅ Automate follow-ups at key intervals—e.g., if they were happy with a competitor, check back in six months.
✅ Use email sequences tailored to their objections (e.g., “Why Switching Providers Now Can Save You More Later”).
Maximising CRM Data Marketing: A Strategy for Lead Conversion & Growth
Sales Funnels & CRM: Scheduling Lead Re-Engagement for Making Sales
Don’t let leads sit dormant in your CRM! Create a schedule to review old leads regularly based on their status.
✅ Set up reminders in your CRM to revisit “Not Interested” leads every 3-6 months.
✅ Use bulk email/text campaigns to check in on leads at scale.
✅ Set tasks for your sales team to personally follow up with high-potential leads.
Boost Client Relationships: Personalised CRM Notes for Making More Sales
Personalisation builds trust. If your CRM doesn’t have detailed notes, you’re missing an opportunity to re-engage leads with context.
✅ Encourage your team to take detailed notes after every call.
✅ Store personal details like interests, past objections, and even small things (e.g., “Their daughter does ballet on Saturdays”).
✅ Use these notes in follow-ups (e.g., “Hey James, I remember we spoke a few months ago about your daughter’s ballet recitals—how did it go?”).
High-Performing Email Marketing vs. CRM Nurture Campaigns for Converting Leads
Sending generic newsletters isn’t enough. Your nurture campaigns should be highly personalised based on what each lead cares about most.
✅ Add a dropdown in your CRM for each lead’s biggest challenge or goal (e.g., “Wants better efficiency” vs. “Wants more leads”).
✅ Tailor nurture emails based on these factors—don’t send the same email to everyone.
✅ Automate follow-ups based on previous interactions (e.g., send a case study relevant to their industry).
Final Thoughts: Why Data Marketing Will Drive Your Sales in 2025
Effective data marketing ensures that old leads don’t go to waste. By properly categorising your CRM data, scheduling follow-ups, personalising outreach, and using high-level nurture campaigns, you can consistently generate 20-40% of your sales from past enquiries.
🔗 Need help setting up your CRM and automation workflows? Check out our services at Earng Media We’ll help you build a system that keeps your data organised and working for you.
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