CRM software
Salespeople can monitor their client portfolio, measure their performance and make forecasts of results. But the effect of a CRM on Marketing is also worth highlighting, since, when used well, it sheds light on strategy and results. We, in the Marketing department at Teamleader, have the CRM as our operational centre, since from here we can analyse the cost of our actions, their performance and the reality of our strategy. Here are some of the actions that the Marketing department can do with the CRM.
Using CRM in Marketing for Customer and Data Analysis
A CRM is not just a repository of contacts or a
database
. Viewing it as a business tracking tool seems correct to us, but also partial because a CRM is a business intelligence unit. Here are the most important data of a company: That of its customers.
And the marketing department is dedicated to this. Yes, one of its main functions is to attract leads, but this is the result of all its actions or initiatives. Before obtaining leads, there is the analysis of them to understand what works, what doesn't, and what can be improved.
In a CRM, marketing will find all this information: From the analysis of your data, you can build a Buyer Persona. That is, you can break down data around locations, positions, sectors, purchase data, interactions with the company, sources, ratios, ARPA or sales value, and so on.
All this intelligence obtained from CRM makes marketing actions more accurate since it gives us the necessary inputs to focus our efforts on an audience that either has decision-making power, or may need our products or we know kuwait telegram mobile phone number list that they are more likely to become a customer.
Because today, given the countless possibilities that a marketing department has, our work is based on choosing channels and segmenting audiences. It is no longer enough to define the target audience as everyone who is interested in our product or service; instead, we must use the data we have available to create the most efficient strategy. And to do this, a marketing department must use CRM and make decisions based on it.
Leveraging CRM in Marketing: Segmenting Communications
Experts say that one of the secrets of current marketing is segmentation and even microsegmentation. That is, creating groups of similar interests to send messages or carry out actions that are as personalized as possible. At this point, CRM and Marketing are also legs of the same stool and we are no longer talking about segmenting by city, sector or position but rather being able to create segmentations according to the attitude and purchasing behavior of leads or clients. That is, creating segmentations according to the sales cycle (or conversion funnel) and the phase in which each of the groups is found.
When a CRM helps create a concise and understandable sales cycle, the marketing department has a lot of ground to gain in this since important segmentation is done in advance. This is the underlying idea behind
Our integrations with emailing tools such as Mailchimp or Campaign Monitor
: Using our CRM segmentations in Marketing actions . And apart from specific actions such as invitations to events, promotions or newsletters, having a tool that creates and manages actionable databases is vital to create a relationship with our clients or leads.
Because a client does not require the same information as a lead at the beginning of the conversion funnel; nor does a client we have lost due to our prices require the same information as one who has lost due to reasons beyond our control. All this information is (or should be) reflected in a CRM. Why not use it?
