How A CRM Can Amplify A Business’s Marketing Efforts

4 min read

Cofounder of Bacancy Technology with 20 years of experience in architecture, design and providing intelligent software solutions.

The global customer relationship management (CRM) market was projected to be valued at $63.91 billion in 2022, and it will continue to grow in size, number and adoption. Yet not many are convinced about the role a CRM can play in enhancing the ROI for marketing campaigns.

Let’s see how a CRM can help streamline marketing performances.

Four Ways A CRM Can Supercharge Marketing Activities

CRM software can understand and nurture the long-term value of potential and existing customers. If you think customers are the building blocks of your business, they must be treated that way. However, to leverage all of these benefits, you must understand the value derived from and delivered to the customers.

Segmenting Leads, Prospects And Customers

Imagine you own a retail clothing store where every customer—irrespective of their requirements, fashion sense and gender—is compelled to choose the same outfit. How many people will admire it? Probably no one. Likewise, it’s ridiculous to send similar marketing campaigns to everyone in your database.

A CRM can provide valuable information about customers like their age, profession, tastes and preferences. The data is enough to run targeted email campaigns and can enable you to segment your leads, prospects and customers under different presets and customizations. This could help increase conversion rates and allow organizations to get to know loyal customers and their purchasing behaviors.

Personalizing Emails Using CRM Contact Fields

One thing about promotional or marketing emails is that they can be personalized, engaging and convincing. The credit goes to a specific feature available in a majority of CRMs—”personalization tokens” or “email tokens.”

Personalization tokens allow businesses to create a single mass email and send it to everyone listed in the database. However, each email’s details are customized according to the customer receiving it. These tokens assess information from the CRM and insert it seamlessly into the email to make it more personalized. It can personalize any field (custom or standard).

Computing Campaign ROI

A CRM comes with a closed-loop reporting feature capable of transforming intuition-based marketing campaigns into data-backed marketing strategies. It can provide information about leads like source, quality, quantity, channels and revenue. It can also provide comprehensive insights into where to invest marketing efforts, what channels to focus on and the best way to use budgets with clear insights.

Marketing analytics software can be integrated with the CRM to strengthen the functioning of closed-loop reporting to track all of the actions of visitors and leads.

Boosting Customer Relationships

The “R” in “CRM” is the most essential part of the acronym. Enhancing customer relationships is vital.

A CRM can aggregate customer data and offer a holistic view of the customer. It can store all of the customer data in one place and offer easy access to sales, marketing and customer service departments—allowing businesses to personalize their communications.

A CRM can be useful for tracking consumer journeys, from the formal visit to the purchase. It can provide an in-depth understanding of every customer visiting a website, empowering salespeople with adequate knowledge to sell more relevant products faster. Additionally, it can help personalize the customer journey for cross-selling and upselling.

Amplifying Marketing ROI By Transitioning To A CRM

Some businesses need help when it comes to interacting with customers effectively. A CRM could help businesses create an effective marketing strategy, as it can help keep track of consumer data and offer tips for improving customer interactions.

However, adopting a CRM takes a lot of work. It would be best to find the appropriate CRM, convince employees to embrace the change and handle data security concerns while migrating from the old software. Even if you successfully adopt a CRM for your marketing activities, underutilization and priority mismanagement pose the biggest threat to the change. Remember, it’s not about what tools you use but how you use those tools.

The best way to adopt a CRM is to involve the employees from the initial stage. After all, the employees will play a central role in successfully using the CRM system. If necessary, onboard a CRM manager who can train employees and increase the CRM adoption rate. Rather than forcing the adoption, make sure the CRM adoption is fun. Set goals, reward top performers, and align company objectives with business success.

Conclusion

A CRM could be one of the most valuable and beneficial investments a business can make. Using it for marketing activities is a good start.


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