A Customer Relationship Management System (CRM) makes it easy to store all of your customer information and interactions in one central place, segment your customers based on how you want to target them, and track results. A CRM makes it easy to store all of your customer information and interaction in one contact record, removing any need for spreadsheets, and allowing you to easily take next steps based on customer actions.
You can keep track of everything from client interactions and preferences to deals they have taken advantage of previously. Using a CRM makes it easy to keep customer information and engagement activities organized, whether your clients are businesses or consumers. Create one single source of truth for customer data across your organization, where every team member stores their information.
Along with tailored communications and offers, you can segment your customers in any number of ways. Overall, you’ll be able improve internal and external communications with tools you already use. A great CRM will allow you to easily integrate your other sales and marketing tools.
CRMs aren’t just for sales tools—they can help impact and grow your marketing programs as well. For example:
Many CRM systems can easily integrate with your email marketing software. Using a CRM can allow you to add properties to every contact, as well as track their actions on your website, creating several segmentation possibilities. You can send an email to everyone who has clicked on one specific product page on your site, for example, or everyone in a specific location. Your emails become more relevant to your audience when including CRM data in your email marketing strategy.
Using CRM data in your paid advertising campaigns creates stronger, more relevant ads, with better customer targeting. For example, you can create a list in your CRM of everyone who has interacted with a certain blog post. Then, create a look-a-like audience on Facebook to send an ad to folks with similar demographics.
Bringing sales and marketing teams together is critical to a successful business. Marketing teams need to know that the leads they’re bringing in are good quality—they fit with the product/service your business offers, and they’re interested in learning more about how you can help them solve their business problems. Having weekly meetings with the sales team to review new leads in the CRM can help align both teams on mutual goals, and help marketing teams understand what kind of leads to go after.
With these three main tactics, you’ll have an upper hand on your marketing strategy. There’s always room to iterate and improve on your tactics—embrace testing and learning as a part of the strategic process.
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