by | Apr 3, 2021

The role of CRM in marketing has changed considerably over the last ten years. CRM (Customer Relationship Management) refers to all the strategies, programs and technologies that marketing experts use to actively and efficiently manage the customer experience. These tools are used to influence customers and improve their overall experience.

CRM has evolved over the past few years to be a complete system that employs cloud-based computing, artificial intelligence, and machine-based learning to help business managers know more information about their target customers to provide a higher level of customer satisfaction.

To achieve this goal, managers and business owners need to understand the exact role of CRM in marketing and how marketeers can use it to improve current strategies and deliver better results.

In this article, we’ll explain the importance of CRM in marketing, how to use it for marketing, the role of marketing automation, and how it can affect marketing decisions.

What is CRM?

CRM software or technology is a system of tools and programs that helps marketing and sales professionals collect, organise, and utilise data related to previous, current, and potential clients. The program also stores data about marketing trends and changes so that companies can tailor their marketing strategies based on those changes in the market.

A CRM system centralises all data to be easily accessed and tracked by various company departments. The key features and benefits of a CRM system are vast these days, but here are a few ways a CRM system will enhance your business marketing activities:

  • Increase sales by offering your products and services at the right time. By studying previous and current marketing trends, your company will anticipate customers’ needs before other competing companies.
  • Identify customers’ needs more efficiently, saving their time and yours. You’ll be offering the right and most suitable solution at the right time.
  • Cross-sell other products and services by suggesting alternatives or enhancements that aim at improving your customers’ experience. As a result, you’ll be retaining customers instead of losing them to the competition.
  • Identify the actual value of potential customers based on their profitability. This analysis will allow you to allocate your resources more efficiently while designing various marketing campaigns for different clients.

What is the Role of CRM in Marketing?

Back in the day, CRM involved using office-based devices to store information, primarily for use by the sales team. But things have changed, and marketing managers now understand how CRM could help them accomplish their target goals. These goals can achieve this in multiple ways:

  • CRM is a comprehensive data tool that showcases the importance of managing the current and potential relationships you have with your customers and prospects. With a coherent structure, this system can deliver more engaging experiences to those who might be interested in your products and services.
  • CRM allows you as a marketing manager to collect and interpret data about your customers. This interpretation will allow you to create and tailor your offers and overall customer-supplier relationship to cater to your clients’ specific needs.
  • CRM allows you to analyse all relevant marketing activity data, including customer engagement and conversion data. As a result, you’ll be able to estimate and accurately calculate the return on investment to readjust spending by targeting the right sectors.
  • CRM allows you to coordinate the customer’s experience across the marketing channel and communicate it to other team members to ensure that consistent and efficient communication is delivered to the customer.
  • This system allows different teams to collaborate successfully by planning, executing, and reviewing customer experiences and making all the necessary adjustments.
  • By using CRM in your marketing, you’ll be able to instantly deliver real-time information to your customers, allowing them to make real-time decisions based on correct data and current market trends.
  • Managers can fully automate personalised content delivery through their favourite channel and minimise the risk of errors and misunderstanding.

The Importance of CRM in Marketing

CRM looks to attract more customers who trust your products and services, retain existing customers, and encourage long-term relationships with your company. For these reasons, CRMs are crucial for the success of small and medium-sized companies and big organisations that desire to retain their position in a competitive market.

CRMs help companies open better sale channels, including direct sales, online sales, franchises, and the use of agents. As the number of channels you open grows, the need for CRM grows, too.
CRM for Marketing 3
Even if you have a small to medium business or a start-up, CRMs will help you gain insight into target customers’ behaviour and market trends that affect business operations. By understanding this information, managers can recognise customers’ actual value and become more responsive to their needs.

Managers achieve this success in several ways:

  • Find out more about customers’ purchasing habits and preferences to design the right product or service.
  • Create more accurate customer profiles and divide customers into groups to effectively increase sales.
  • Change the way the company runs its operations to improve its marketing strategy.

Benefits of CRM for marketing

The implementation of a CRM system is an investment that can bring many benefits. It is important to understand what a CRM system can do for your business. Here are some of the ways it can help your organisation and improve its marketing activities.

Identifying Target Customers

Using the data collected through CRMs, you’ll get more relevant information about your customers that allow you to create more appealing messages. You’ll know who exactly your target customer is and what problem they’re currently dealing with, and you’ll present an adequate solution.

Your customer will feel that you have studied their needs and can satisfy them better than any other business. They will also appreciate the dedication and devotion, so they’re more likely to maintain a positive attitude during negotiations, even if something goes wrong while you’re both working together.

Segmenting Data

Using CRMs, marketers will be able to segment data, highlight common trends in the market and understand how they affect different sectors. As a result, your marketing department will assume a proactive role, predicting trends and acting rather than reacting.

CRM for Marketing 2
Every interaction between you and your client or any trend in the market that affected another company’s business operations will be relevant. Marketers will be able to analyse recent activities to create better opportunities for future interaction.
There’s a lot of data available, and dealing with it in one go can be overwhelming. CRMs allow marketers to segment data for better analysis so essential data won’t be lost or misused.

Creating Personalised Content

Once you have identified your target customer and segmented the database, you’ll be able to create personalised marketing messages that make your customers feel like part of a whole. This personalisation overcomes a fundamental customer objection when they feel that they are part of a mass marketing exercise.

For instance, you can create personalised marketing messages that address customers by their name and refer individually to various details. As a result, your potential customer will feel that you care enough to tailor a customised product or service that has been created or offered to solve a specific problem.

Targeting has a massive impact on improving communication with your customers. As a result, this personalised content usually results in higher response rates, more revenues, and more robust brand perception.

Reusing Tools

Not only will CRM allow you to create personalised content that caters to a customer’s specific needs, but you will have a functional blueprint or template that you can use repeatedly.

You don’t have to start from scratch every time you’re dealing with a new customer. The CRM software will help you analyse previous marketing campaigns’ success and identify the more successful ones so that you can repeat them.

This analysis will eliminate all the guesswork, and you will focus your marketing efforts on where they’re likely to have the most significant yield. Using the most successful marketing campaign, you’ll use the same templates for new clients to achieve the same successful results. As a result, using CRMs will decrease marketing costs while increasing lead conversion rates.

How to Use CRM in Marketing

Regardless of the type of your business, retaining and attracting new customers is never an easy task. Your customers receive multiple messages, emails, and offers from competition, so you need to provide a better service to establish your name in the market.

Sending more emails or creating more blog posts won’t help much, as your customers have already received these offers from other companies. It would help if you offered something specifically tailored to your customers’ needs.

Typically, CRM rejects the one-size-fits-all approach and irrelevant content that provides no real value. Today’s customers expect personalisation and customised services that satisfy their individualistic needs. Using an efficient CRM, you’ll be able to provide that.

In simple words, CRM focuses on relevance. Everything your marketing department will be working on aims at creating relevant content that answers the questions customers have. As a result, your target customers are more likely to choose your product or service because they feel it was made for them.

Different Emphases of CRM Tools

Businesses view CRM systems in different ways. The emphasis they place on certain functionality will colour which specific system in which they will invest.

Operational CRMs

These systems give your marketing, sales, and customer service departments the ability to support your current and potential customers. These systems allow you to organise information about your customers and design standard procedures to automate marketing, sales, and other customer-related services.

Operational CRMs give various departments the ability to work together to generate leads, nurture, and close the deals successfully. Having integrated data improves companys’ operations and decreases miscommunication between departments or between the company and the client.

Analytical CRMs

These systems allow companies to understand and analyse the data collected about different customers. This data analysis can include customers’ history, preferences, channels, interests, and contact points.

In this way, Analytical CRMs complement Operational CRMs by analysing the data collected to help understand and use it better. Using Analytically-leaning CRMs, managers will understand trends and patterns in data sets and accordingly understand the reasons that led to them.
CRM for Marketing 4

Collaborative CRMs

Collaborative CRMs are crucial for the success of a growing business. These systems allow different departments within the organisation to share data about customers. The main focus of Collaborative CRMs is to improve customer service, which reflects in the increase in the number of loyal customers who trust the brand.

Exchanging information between different departments like sales and marketing will make your teams more competent. Unlike the traditional way of running a business, Collaborative CRMs discourage departments from working separately to more efficiently address customers’ issues and improve the overall customer experience.

Marketing Campaign Management CRMs

Campaign Management CRMs can be related to Analytical or Operational CRMs, depending on whether the collected data provides insights to run marketing or sales campaigns. Marketers can use these systems to plan, manage, and analyse better campaigns to support growth.

Strategic CRMs

Strategic CRMs focus on customers and the interactions between them and your business. This information helps you assess the success of your customer-related operations so that you can make continuous improvements.

These systems are strategic because the data collected will help you towards the long-term customisation of your customer interactions. If your goal is to improve long-term relationships with your clients, Strategic CRMs will work for you.

Wrap Up

Implementing a CRM system might be what you need to take your business to the next level. CRMs have an impressive impact on your marketing strategies as they allow you to identify your target customers accurately to create the right products and services for them. CRMs help link different teams and departments within your company, allowing you to achieve a competitive advantage by offering the right solution at the right time.

You can see how important it is to select the right CRM system for your business and prepare meticulously for CRM implementation. Many of today’s CRM systems can do many of the things you may need, but almost certainly not all. Take care, look for sound CRM advice, read as much as you can about the benefits of a CRM system and make sure you make the right long-term decision for your company.