CRM Marketing is a term that refers to both the strategies of the company ‘s marketing teams and the CRM tools (Customer relationship management or customer relationship management).
A CRM for Marketing is much more than a database , it is a powerful system to promote marketing and sales campaigns that will allow you to capture potential customers and record information in order to improve the relationship with the customer .
To take advantage of its potential, it is essential to have a good understanding of the use of a CRM in Marketing , the design of actions by email and social networks and their coordination with the sales team .
What is a CRM in Marketing?
Marketing strategies in companies depend on the business model, sale of products or services, and marketing channels. However, the goal is always the same: attract new customers and keep existing ones.
A CRM in marketing is the tool that allows the planning, development and execution of content campaigns, whether through email, social networks or traditional media, designed by marketing teams to achieve the objectives of attracting and retaining customers. clients marked by the company.
CRM Marketing is used to record all interactions with users, potential or portfolio, in order to have a database with updated information that allows knowing the degree of customer commitment to the brand or detecting new business opportunities. .
How to take advantage of the potential of CRM Marketing
The potential of a CRM system lies in its ability to streamline processes and optimize marketing campaigns through the use of workflows and task automation. To get the most out of it, you should pay attention to the following phases:
1️⃣ Segmentation of the database
The basis for effective marketing is a quality database. Get all the information you can about a company. Use Google and/or business directories (like LinkedIn).
The same applies to contact persons. Collect, at least, the phone number, email and position. Also, you can add interests in custom fields of the CRM software.
When the data is structured, it is easy to make commercial targeting selections based on a target group. In your CRM system you can make a selection with these criteria and in a matter of seconds you will have the complete list on the screen
2️⃣ Project management
If you manage a project the amount of emails, documents and activities involved can be overwhelming.
In a CRM solution , you can create the project and then add all the documents, emails and tasks to a section within the platform. You can even add members of the marketing team.
If you hold, for example, a weekly follow-up meeting, you can indicate a link to the project in a shared agenda so that all attendees have access to the latest documentation and are up to date during the meeting.
3️⃣ Task automation
With the right automation tools you can save a lot of time on administrative tasks, and instead use it for monitoring marketing campaigns.
A CRM program gives you instant access to all customer information and with an integrated email marketing tool you can easily manage the actions you carry out.
Within the marketing strategy of a company, the CRM system plays a fundamental role in achieving the objectives set, with its help you can automate processes, save time and get to know your customers better .
Modules of a CRM system for Marketing
The modules of the CRM solutions are functionalities designed to facilitate and speed up the tasks in companies. The most common used by marketing departments are:
- Management of potential clients : Its objective is to capture, store and track information about potential clients (leads). It also allows the sales and marketing team to collaborate on prospecting plans.
- Campaign management : This module allows you to create, track, control and measure the results of marketing campaigns.
- Customer segmentation: Segmentation, as we have seen, is the key to any effective marketing strategy. CRM software allows you to quickly and easily create customer segments so you can target your messages more effectively.
- Reports and analysis : Provides valuable information on the behavior of each client and the results of the campaigns. This information can be used to refine marketing strategies and improve results.
- Collaboration Tools – The Collaboration Tools module enables team members to work together more effectively by sharing information and resources.
- Customer service : Records all the interactions that have occurred during the life cycle of each customer, including service requests and incident resolutions.
Thanks to the modules that make up a CRM system, marketing will have a 360-degree view of the customer and thus be able to send personalized messages that lead to improved conversion rates.
Table of functionalities of the CRM software in Marketing
Customer relationship management systems collect information in a database that reflects your interactions with the company, purchase histories, preferences, and needs.
The information recorded by a CRM solution is very useful for offering personalized attention and effective after-sales service in the company.
But the company’s growth inevitably depends on its ability to attract new business opportunities, and these opportunities are generated by increasing the company’s visibility in the digital environment.
The CRM for Marketing integrates the necessary tools so that the company’s services and products can reach a greater number of potential customers.
These are the functionalities of a CRM software in the digital marketing campaigns of companies:
Analysis and reports of CRM Marketing
Measuring and evaluating results is the cornerstone of effective marketing. And a CRM system is the right tool to collect and access the data needed to support this process.
There are different types of reports that CRM software provides to the marketing department , each of them designed to answer specific questions and support different actions, as we will see below:
- Sales Reports – Provides an overview of all sales made, including how many are from new or existing customers, what products were sold, etc. This information is useful for identifying patterns and trends that can guide marketing strategy in the future.
- Lead Analytics – Tracks where your leads are coming from, how they were generated, and how they are progressing in the sales funnel. This is valuable information for allocating resources in operations with proven success.
- Customer Reports – Provides information about customer behavior, including purchase history, product usage, satisfaction levels, etc. It allows segmenting the customer base and adapting the messages of the marketing department accordingly.
- Campaign Metrics – Provides statistics on the effectiveness of your campaigns, including response rates, conversion rates, ROI, and more.
- Reports on the online channel : provides information on how customers interact with the website, social networks, etc. With this data, actions are carried out to improve the customer experience and increase conversions.
In order to know if the campaigns carried out are working or not, it is essential to be clear about the KPIs (Key Performance Indicators) that are going to be used so that the information coming from the CRM solution adds value to the marketing area .
Social Customer Relationship Management and Marketing
Social networks have become one of the largest showcases for companies, but the mere presence of the company is not enough. interaction with users is the basis of success in these environments.
The CRM software, through its platform, allows to adequately organize the company’s interaction with users, manage relationships and exchange information.
On the other hand, social networks facilitate the presentation of the company’s products and services to a larger audience, collect information about customer experiences, preferences, needs, and “humanize” the brand through direct contact and personalized attention.
The functionalities of the social CRM in Marketing can be summarized in the following:
- Contact management, creation of user lists and new leads.
- Organization of a unified publication calendar for all networks.
- Automation of tasks and actions by defining conditionals.
- Creation and monitoring of advertising campaigns on social networks.
- Customer interaction management.
📧 CRM solution in email marketing campaigns
When planning the marketing strategy for an email campaign using the CRM , some important aspects must be taken into account:
Marketing campaign planning in CRM
The first step is to define what the objectives of the campaign are. As always, you must be clear about the objective to be achieved and measure it.
Subsequently, the type of client to which the company is going to address is established through segmentation, carried out in the CRM system, and what will be the specific content for them.
Design and production in an email marketing tool
After you have all the necessary information, it is time to use the email marketing tool to design or select templates, add text and images.
It is convenient to carry out A/B tests, that is, two different types of emails for the same target client, and thus check the conversion rate of a content. Also a landing page if the user is intended to go to the company’s website or fill out a form.
results monitoring
Finally, the results must be monitored to obtain an overview of the effectiveness of the actions carried out and, in this way, be able to make decisions for future actions.
With an email marketing tool integrated into the CRM , the number of people who have clicked on a certain link in the email or on the web page is recorded.
Outstanding benefits offered by CRM Marketing
CRM offers companies complete control over customer relationships. CRM’s unify the databases of the marketing and sales departments, offer permanent accessibility to all project members and automate processes to improve the quality of their services and user satisfaction.
- Improve customer service. The CRM allows you to manage customer service in a personalized way, knowing their history, their preferences and their needs.
- Generate new business opportunities. The tools integrated into CRM systems increase the visibility of the company and discover new potential customers to whom they can offer the products and services they demand.
- Loyalty to users. The data collected by the CRM is vital for customer loyalty. Based on their interaction histories, personalized communications can be established that increase user confidence in the company and make them identify the company as a brand prepared to solve all their needs.
- Improve coordination between departments. The CRM optimizes the teamwork of the marketing and sales departments by generating automatic actions every time there is an interaction with customers.
Analytics, functionality, automation and improvement of the quality of services. CRM Marketing has become a key tool for any strategy planning in the modern business sector.
