Using CRM in Marketing: Boost Performance & Strengthen Client Bonds

In the CRM system, you have all the information about your Clients and Leads that you can use to create great campaigns. You can also track their success retrospectively in one system and fine-tune them even more next time. The CRM system is a powerful tool not only for Business but also for advertising campaigns.

Read on to learn how to use a CRM system in marketing:

Create Personalized Content Tailored to Your Audience

When you know your audience, you can serve them exactly what they desire. Use data from the CRM system to craft content based on what interests your Clients. Precisely targeted campaigns are more effective and deliver better results. Plus, they strengthen your relationship with customers who feel understood and appreciate that you’re not sending irrelevant messages.

The campaign results in the CRM system will also show you what to improve next time—or how to attract new Leads who could become new customers, thanks to collaboration between marketers and salespeople.

We wrote more about generating Leads and moving them through the Sales Pipeline here.

Segment Your Audience into Groups

Launching broad, one-size-fits-all campaigns to all Clients doesn’t pay off. Different people have different needs and are at various stages of the Sales Pipeline. Yes, you may reach some with your message, but others will toss it into the trash along with all the other messages they receive from you.

That’s why segmentation is crucial. In the CRM system, it’s easy – thanks to all the data, you can simply filter, for example, Contacts you've done Business with this year but haven’t reached out to in the last month. In just a minute, you have a ready-made database to send a personalized offer to.

CRM and Emailing

The data in the CRM system isn’t just for building a database. You can easily connect the system to an Email marketing tool, making the entire distribution process even simpler. With one click, you can export filtered Contacts directly into the mailing tool—and you’re done. In moments, the campaign is on its way to the people who are likely to be interested.

Your Contacts are always up to date. You don’t have to worry about forgetting to add someone to the database. You always write to everyone you've selected from the CRM system—including Contacts added just yesterday.

We outlined the reasons to connect your CRM system with Email in a separate article.

Automate Marketing Processes and Make Your Work Easier

In addition to an Email distribution tool, the CRM system can be connected with other systems to automate routine tasks. For example, after integrating with the automation platform Make, you can create workflows based on the logic “If something happens, then do something.”

This means you no longer need to constantly export and import Contacts between the CRM system and Email. You can set up various activities in the CRM system to trigger different campaigns and Email sequences. Everything runs automatically, and you’re assured that all important messages reach their destination.

Moreover, the entire team can see the communication history. For instance, a salesperson knows which campaign was sent to the Client and what they can follow up on during a meeting.

Measure Campaign Success and Marketing Performance

Not only does the CRM system help you prepare a great campaign, but it also makes evaluation easier. Once a Contact enters your CRM system, you have visibility into their journey until the end of the Business relationship. This means you know when and where each person came from—and that maybe a year after the first contact, they actually made a purchase following your advertising campaign. Without the CRM system, you might have lost track of the Contact and forgotten what brought them to you.

Sure, Email tools can evaluate performance on their own. But if the data is transferred into the CRM system, you’re one step ahead. You don’t just see marketing success, but also its actual impact on Business.

You know how each Client reacted to the message, whether they opened it, or even inquired about the offered goods or services. You can calculate the value of Email marketing for your Business, and continue improving future campaigns based on real data.

Boost Your Marketing with Raynet CRM

Collaboration between Business and marketing can only benefit you. Specifically:

• better insight into Leads and Clients, so you understand their behavior and tailor campaigns to them,
• which improves communication and strengthens relationships,
• helps you better respond to their needs,
• increases customer loyalty,

• and brings in additional valuable data, helping you see where it’s worth investing.
  
  

Do you have a CRM system full of data but only use it for Business? Let marketing in as well. And if you don’t have a CRM system yet, try Raynet free for 30 days with no strings attached—though we believe you’ll fall in love with the system.