CRM systems remove this guesswork, by providing you with specific and targeted data that let you base your decision-making on facts, not assumptions. Customer relationship management is the technology brands use to nurture relationships with their customers. These solutions are designed to help sales and service agents communicate with customers more effectively. And because 91% of businesses with more than 11 employees use a CRM, marketers would be wise to learn about all they have to offer.

What’s easy to overlook is sales force automation and also whether marketing automation is made available for sales users. It can be a game-changer for your sales staff to be able to generate their own MQLs via automation and then trigger lead nurturing workflows for their leads that are high in the funnel. If your sales staff drag their feet when it comes to promoting on social media, your marketing department can do this on their behalf with cloud CRM systems like VipeCloud. You can post to multiple social media accounts and platforms with a single action. After all, it plays a big role in client satisfaction and customer retention.

Choosing the right marketing CRM

For instance, if your business objective is to boost annual revenue by 10% through new customer acquisition and by 25% through customer retention, you can plan the activities to be executed to reach the objectives. Allows salespeople to manage downtime efficiently and provides a boost in productivity. Are device-agnostic, and the service provider offers maintenance and data security. And cross-selling opportunities, and initiate customer retention programs while ensuring that the company revenue continues to increase. Using verified ranking sites like G2, Capterra, and TechRadar, you can comb through dozens of top CRM tools to identify which are particularly well-suited for marketers.

The data you track should be the KPIs that are relevant to your business. In other words, you should set KPIs for your business as a whole and KPIs for the specific medium that help you mainly market, sell and service customers. Not to mention, management will have access to more sales data from their sales team, which can be accessed via software rather than by pulling your salespeople away from their work.

Also empowers customer-facing departments with sentiment analysis and social listening features to know more about the brand and its customers. Offer data management, customer acquisition, and retention activities through data mining, sales forecasting, conversion attribution, etc. Bigin, a marketing CRM created by Zoho, is designed specifically for small businesses looking to scale. As you and your team read through these reports, you will learn crucial information about which pieces of content have the greatest impact on specific audience segments.


More marketers are finding issues with many brands’ overreliance on software in their B2B stacks, which is why many organizations are demanding more flexible solutions — especially in a post-COVID world. But more than that, brands need to learn how to use whatever CRM system they choose effectively. In the end, your brand and customer needs are the determining factors for CRM adoption.

As noted above, working with sales to define the data fields and data definitions will ensure that lead flows are smooth. A powerful way for businesses to stand out from competitors is to invest in technology and adopt processes that can help build deeper relationships with customers. Being able to have meaningful conversations with customers at all stages of their journey with great contextual communication and support and deep insights is a competitive advantage. It is a popular notion that a CRM system is an expensive, complicated tool set that only makes sense for large enterprises. Either a single tool or a collection of tools that forms the CRM system, serves as the central point for businesses to store, manage and analyze customer interaction data. This gives the various teams the capability to have an informed and meaningful conversation with the customer at all stages of the life cycle.

What is CRM and what is CRM software?

Another way to do this is to identify the various sales and marketing channels you are using to reach out to your target audience. Marketing CRM tools provide marketing teams a central location to perform all their key tasks. And they can automate manual tasks that take up more time for marketing departments as business grows. A one-size-fits-all approach to customer relationships will inevitably fail. Brands need solutions like CRM platforms to communicate effectively with their customers, address their concerns in a timely manner and prove that they value their business.

What Is CRM in Marketing

Businesses use CRM systems to optimize sales and marketing and improve customer retention. Data analytics is also much easier, where businesses can track the success of various projects or campaigns, identify trends, infer associations, and create visually intuitive data dashboards. CRM platforms can also help marketing and sales teams predict the next best action for clients. After gaining a more complete understanding of customers, they can more easily guide them to personalized resources on your properties. This helps prove your value as a brand and build customer trust and loyalty.

What Is CRM in Marketing

Now that you know what it is and what it does, it’s time to start looking at your options. It also provides seamless sales management tools with up-to-date conversion and activity overview reports. Having real-time knowledge of where salespeople are falling short helps managers know where more coaching might be needed—which leads to a stronger overall salesforce. In this guide, you’ll get a comprehensive overview of what CRM stands for and how it’s used in sales, marketing and customer support. We’ll answer all of your questions, and explain in simple language how this software tool can make your customers happier—while also boosting sales and productivity. Marketers driving growth for small businesses are unlikely to need a complex CRM system setup unlike a large enterprise.

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