What Is CRM in Marketing? 8 Critical Benefits to Help Your Business!
In marketing, CRM stands for Customer Relationship Management. CRM in marketing refers to businesses’ strategies, technologies, and practices to manage and analyse customer interactions and data throughout the customer lifecycle. Your CRM tools should seamlessly connect to the marketing channels you use to talk to your audience. This way, customer insights can be easily turned into personalised communication without getting lost in the shuffle. The primary goal of CRM in marketing is to improve customer relationships, enhance customer satisfaction, and ultimately drive customer retention and loyalty.
If you would like to read more information or learn more about the pricing of CRM Systems, you can do so here.
What Are the Key Benefits of CRM In Marketing
- Customer Data Management
- Customer Segmentation
- Lead Management
- Sales and Marketing Alignment
- Customer Journey Mapping
- Analysis and Reporting
- Customer Feedback and Surveys
|Best CRM Companies UK
|Best for usability
|Free Plan, or £12 per user
- Freddy AI tool gives you insights
- Big library of preset templates
- Communication, ecommerce, and accounting integrations
|Best for features
|£12 per user
- Automated reports included on free plan
- User permissions available for larger teams
- 21 features available on free plan
|Best for contact management
|£14.90 per user
- Unlimited contacts permitted
- Communication, ecommerce, and accounting integrations
- Allows unlimited custom fields
|Best for organisation
|£19 per user
- Fast-loading dashboard for large datasets
- 2 million contact limit
- Communication integration for team working
|Best for customer outreach
|£20 per user
- Salesforce Inbox
10 user limit
- Automatic data capture
- Mobile access and administration
|Best for dashboards
|£7 per seat
- Widgets available for bespoke metrics
- Unlimited contacts and dashboards
- Huge range of CRM board templates
- Message board for dashboard collaboration
|Best overall CRM provider
|Free or £17 (flat rate)
- Thorough 12-step onboarding process
Chatbots, email campaigns, and webforms
- Send 2,000 emails per month
- 5 active contact lists for campaign outreach
CRM Can Help Manage Customer Relationships
CRM systems provide a consolidated view of customer information across marketing, sales, and service departments. This helps teams work together more effectively and deliver personalised customer experiences at every touch point. Overall, CRM in marketing is a holistic approach focusing on building and maintaining strong, long-lasting customer relationships. By leveraging CRM tools and strategies, marketers can create more targeted and personalised campaigns, improving customer engagement and loyalty.
For example, when you call a customer support number to resolve an issue, the representative who answers has your entire purchase history at their fingertips and can offer personal and helpful solutions. This type of experience builds brand loyalty and drives business growth.
CRM can be used in all types of businesses, from small and medium-sized enterprises to large corporations. For smaller businesses, a CRM system can help streamline internal processes and reduce costs by automating repetitive tasks. A CRM platform also makes it easier to track leads and measure performance.
While most people consider CRM a tool for managing sales relationships, it is increasingly used to manage all aspects of the customer lifecycle, including customer service and support. Today’s customers often raise questions on one channel, such as Twitter, and then switch to email or telephone to get the necessary answers. A CRM platform helps connect these channels so questions don’t slip through the cracks.
The best CRM platforms are flexible and scalable to match the needs of your business. For a growing startup, look for a solution that can quickly scale with your business and avoid adding features that you won’t use.
CRM As a Marketing Tool
Whether you’re a seasoned business owner or a solo entrepreneur, CRM is essential for your growth. By consolidating data, a CRM system offers insights to help your team work more effectively and improve profitability. With a centralised database, you can automate follow-up with leads and clients and identify new sales opportunities. You can also use the data to evaluate your ideal customer profile and prevent marketing pounds from spending on people who are unlikely to buy your product or service.
CRM systems are designed to be scalable and integrate with other business tools, such as document signing, accounting, billing, and surveys. They can help you streamline operations, reduce manual work, and increase productivity. CRM solutions also include features enabling individualised marketing to increase conversion rates and revenue.
CRM helps sales teams close more deals faster by enabling them to access critical customer information from anywhere and provide consistent, personalised service to their customers. For example, when a customer calls for support, your representative can see their complete purchase and service history, making it easy to resolve the issue quickly and treat them like the valued customer they are. Similarly, when your marketing team creates an email campaign, they can personalise it based on the content already relevant to the recipient. This helps you build trust and loyalty with your customers.
CRM As a Sales Tool
In addition to streamlining sales processes and automating critical tasks, CRM offers a wealth of customer data to help marketers and salespeople better understand their audiences. CRM software can help marketers identify, capture, nurture and convert leads; track customer-salesperson interactions; monitor drip campaigns within the sales cycle; and more. This can increase sales and productivity.
A good CRM solution will seamlessly flow second- and third-party information into a single database, allowing users to see a clear picture of their customer base from multiple sources, including ecommerce data, website activity, AI/ML-powered customer behaviour tracking, phone and chatbot interactions and social media. This allows them to make more informed decisions and provide personalised and targeted communications.
Once a business has acquired quality leads, converting them into paying customers is essential. CRM provides several features that help businesses achieve this, including lead scoring and automated lead assignment, contact management, mentions from social media, and email management.
It also provides tools to manage the entire customer journey, from customer support to ecommerce to remarketing. When a customer calls for support, a representative with their entire purchasing and interaction history can address their needs quickly and efficiently. This type of personal treatment creates brand loyalty and increases customer satisfaction. In turn, this can increase sales and revenue for the company.
CRM As A Customer Service Tool
A CRM system can help marketers understand how customers find their business and create personalised communication to keep them engaged. Businesses can improve their marketing efforts and increase revenue by analysing customer reports and automating workflows.
In addition, a CRM system helps marketers follow up with leads and clients to nurture relationships and convert potential into happy customers. This can help businesses save time and resources while increasing productivity. However, it’s essential to train your team to use a CRM system effectively and ensure everyone involved is on board with the process.
CRM can also help marketing teams spend more time on strategic tasks, like creating engaging campaigns that resonate with their audience and testing different approaches to find the best results. By automating customer follow-up, a CRM system can help marketers stay on customers’ radars and save them time from managing sticky notes or copy-and-pasting email templates.
While it may seem daunting to implement a full-scale CRM system, the benefits of using audience reports to drive sales are clear. For small- to medium-scale businesses, finding a CRM tool that meets their needs doesn’t require any added complexity. Identify who will use the tool, and choose one that seamlessly integrates with your key marketing channels so that insights don’t get lost.
CRM in Marketing – Other Useful links about CRMs here:
What Is CRM and Why Is It Right For Your Business?
Is CRM Software Is CRM Software?
Is Excel a CRM Tool?
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