What is a CRM in marketing and what are its benefits?

To accurately monitor and plan continuous improvement actions on your company's marketing and sales strategy, you need a CRM. This solution allows you store the data of the contacts you have impacted thanks to your content actions, among many other features. In this article we explain What is a CRM and what is it for, in addition to the benefits it brings to your management and your work teams.

What is a CRM in marketing?

CRM is the acronym used for Customer Relationship Management and refers to the set of practices, business strategies and technologies focused on the relationship with the customer.

What do we mean by this definition? To a integration of all points of contact with our users: sales, marketing, customer service, which allow us to work in a synchronized way on the experience of our customers/prospects.

The objective is that companies can keep in touch with their customers and potential customers, optimize processes, improve profitability and thus contribute to the growth of your business.

Los CRM systems are considered to be one of the most important technologies for companies because they keep the information of all contacts in one place. For example:

A company has its customer list where the marketing department uses certain data to create Inbound campaigns, send marketing emails with news, use these lists to create remarketing campaigns, follow up on contacts to qualify them between MQL and SQL leads; the sales department has to follow up on its potential buyers, work on loyalty, contract renewal; customer service has this same database to resolve queries, follow up on requirements, etc.

If we consider this system in the Excel of a lifetime, this document would have thousands of columns with relevant information for each team, the actions of one department would not be reflected in the others and we run a high risk of doing double work or, what is worse, losing data.

This is where a CRM system takes on fundamental value in companies, since with it you can store information about current and potential customers (email, telephone, address, etc.) and identify which are the points of contact with the company, if you have received a marketing or sales email, if you have registered a customer service request, we can even measure your interaction with each of the actions, which will then allow us to obtain reports with very valuable information on the efforts and results that we obtain in each case and, in turn, connect all areas of work, making communication between them efficient.

In addition, CRM systems allow integration with other applications that you use, such as: workflows, social networks, calendars, etc.

One of the aspects that will surely attract the most about CRM in marketing is the possibility of automating processes. This allows teams to focus on the activities that add the most value to your company, forgetting about automatic and repetitive tasks.

The benefits of a CRM system in your Marketing and Sales strategy

As you know, each department in your company uses both different data and functionalities, and this is why CRMs are adapted to each department based on their needs.

Advantages of a CRM for your Marketing team:

• Comprehensive view of contacts.
• Possibility of segmentation for specific communications and actions based on buyer personas.
• Qualification of contacts in Leads, MQL & SQL.
• Creation of templates with standardized designs to be used by the entire company.
• Find new prospects based on current customer history.
• Identifying trends and patterns of audience behavior
• Creation of automations based on different triggers.
• Reports to analyze traffic sources, number of contacts obtained, actions with better performance, etc.

Advantages of a CRM system for your Sales team:

• Have the history and interactions of customers and potential customers in real time. Example: if the user has interacted with a marketing email about a new event, the seller has this information immediately to be able to use it as an argument in their communication.
• Follow up on the sales stage of each customer/potential.
• Send documents and budgets.
• Generate reports that serve to make decisions regarding the sales strategies used.
• Offer personalized promotions depending on each case.
• Send personalized email sequences for potential customers.

Benefits of a CRM for customer service:

• Stay in touch with customers in real time and provide a differentiated experience.
• Possibility to contact customers through different points of contact, even through social networks integrated into your CRM.

Now that you have a general idea of what a CRM is and its uses, you're probably wondering if you need one. The answer is very likely to be YES. Why? Because interactions with users have changed, because your company has grown, and it's very difficult to keep track of all your customers/prospects through an Excel document when the database starts to grow and grow, and because we are very sure that with this type of system you can:

• Optimize management times.
• Improve communication between different marketing, sales and customer service teams.
• Identify which actions bring you the most and the least benefit to take action in this regard.
• Create a 360 communication strategy where all the touchpoints of your users are integrated and coordinated.

Which CRM is right for your company?

There are many CRM options on the market, the choice will depend on the needs of your company, teams and availability.

At Novicell we can help you in this process of selecting, migrating, supporting and training the right CRM for your business. Get in touch with us and we'll advise you on how to make this digital leap.

Do you need a CRM?

If you need more information, do not hesitate to contact get in touch with us.