Top Marketer’s Golden Guide to CRM Marketing

Customers play a significant role in our businesses. They are direct stakeholders who determine a business’s productivity and revenue-generating capabilities. Hence a business needs to invest in customer relationship management (CRM) marketing. According to Research and Markets, in 2021, the global CRM market reached $51.4 billion market in value. It is expected to have an 11.80% CAGR between 2022 and 2027.

CRM solutions help businesses enhance customer service, customer acquisition and retention, and brand-customer relationships. The growing demand for automated customer engagement by businesses seeking better customer experience has fueled the market growth of CRM marketing systems. Additionally, digital channels have become more prevalent among consumers when interacting with brands, augmenting the need for CRM solutions.  

Many successful marketers are now adopting efficient tools to handle and collect customer data. These tools help them in utilizing actionable insights and making informed business decisions. Experienced marketers are moving from the push marketing strategy to pull marketing, which requires automated CRM solutions.  

Read on and learn how experienced marketers and top enterprises use CRM marketing solutions to grow their businesses.

Table of contents

CRM marketing leads to happier customers
CRM marketing can lead to happier customers

What is CRM Marketing?

Customer relationship management (CRM) marketing refers to strategies and techniques marketers and businesses use to effectively manage customer relationships during a customer lifecycle. The term also refers to any tools or technology marketers use for the above purposes. There are different CRM marketing tools, each offering various features and focus points.

The main objective of CRM marketing is to ensure optimal enhancement and optimization of the customer relationship. Moreover, it helps with customer retention, which can lead to increased revenue, continuous customer loyalty, and lifetime value. The increasing use of CRM marketing tools with advanced technologies like artificial intelligence (AI), big data, and the Internet of Things (IoT) catalyzes the demand for products and services.

Other factors which create a favorable market outlook for CRM marketing systems are increased usage of cloud solutions by businesses, tech advancements and innovations in business intelligence, and rapid digitization.

The Types of CRM Marketing

Businesses use different CRM marketing systems depending on their needs and objectives. There are three primary types of customer relationship management (CRM) marketing systems:

The Collaborative CRM System

Businesses focus on creating a streamlined customer experience and sharing information seamlessly across all platforms and in real-time. CRM marketing involves various departments and personnel in an organization. These include the marketing team, customer support agents, sales representatives, and other departments. Sometimes the departments can be separated by geographical location when working in a remote or hybrid setting.

A collaborative CRM system creates a professional setting. A setting where all participating departments and personnel can easily access and update all the data and information regarding CRM. It enables cross-team communication by integrating channels and departments, which build customer relationships. Cross-team communication creates more collaborative and seamless communication across the board. Customers don’t have to submit their information whenever they contact any employer.

The Operational CRM System

An operational customer relationship management system helps streamline business processes related to customer relationships. It creates a bridge enabling different departments dealing with CRM to share information. It also provides tools and resources which help the various departments to visualize and efficiently handle customer relationships from beginning to end.

Operational CRM systems focus on the customer journey from the first interaction with the company onwards. They provide automated features to ease and smooth the whole operation and make it less time-consuming. Service, marketing, and sales automation make it easier for employers to add a personal touch when dealing with customers. Businesses also develop the best strategies for converting leads to clients and retaining current customers. In addition, this enhances customer loyalty by improving customer relationship management operations.

The Analytical CRM System

Customer relationship management involves handling a lot of data collected at different stages of the customer’s journey with an organization. Analytical CRM systems help businesses effectively analyze these data points. Moreover, this generates key insights on how they can improve their services and CRM. It also helps collect, sort, and store data based on customer interactions. This gives the business clear, and evidence-based customer behavior leads.

Analytical customer relationship management systems are key in marketing. They use large amounts of data to develop actionable marketing insights based on customer behavior and market trends. Hence businesses can increase sales and handle common problems customers are facing.

Does my business need all three CRM marketing systems?

CRM marketing systems are a must-have for every business. The three CRM systems all have different features and benefits to a business. Some organizations require only one, while others use two or even all three CRM marketing systems.

New businesses with little customer information will not require an analytical CRM system compared to large organizations. A collaborative CRM system is crucial for an organization with many departments handling CRM activities. An operational CRM system will be most useful to a company that wants to improve and streamline the processes and operations involved in the customer cycle.

Popular CRM systems will provide overlapping features and benefits that help experienced marketers to personalize marketing services based on data about each customer. The marketing services include email communication, copywriting, and any marketing campaigns.

CRM marketing software plays a crucial role in digital marketing. Marketers can use the most effective marketing service using the insightful data collected by the software. Businesses can easily and effectively integrate key digital marketing strategies like copywriting and email marketing into their marketing strategies.

Many businesses prefer CRM marketing because it provides measurable success rates. Additionally, outputs from CRM marketing are accurately supported and backed with data collected in every customer relationship stage. Traditional marketing campaigns and tools often fail to provide adequate results.

What at the best CRM marketing solutions

The best CRM marketing system should be able to meet your business needs and goals. Many CRM marketing companies have different tools for customer relationship management marketing. Below is a list of the best CRM marketing solutions based on the organization’s size.

CRM for small businesses

HubSpot CRM:

For the majority of organizations, HubSpot is a terrific tool. You’ll be able to simplify your team’s operations in addition to having the resources you need to establish strong bonds with both potential and current clients. You’ll spend less time managing the team when everyone is on the same page and more time attracting those devoted and devoted fans. 

Less Annoying CRM ( LACRM):

Less Annoying CRM is a superb CRM application that assists SMBs in monitoring sales and company operations as well as maintaining contact with key customers. Because of its inexpensive monthly cost and free assistance, even the tiniest organizations can afford it. It doesn’t overload the customer with features.

Freshsales:

For small to medium-sized firms seeking for an inexpensive CRM that offers all the necessities sales teams require as well as some cutting-edge features like workflow automation and AI analytics, Freshsales is a great option. The Freshsales app provides tools for note-taking and live data synchronization for individuals working collaboratively on the road. 

Bigin by Zoho CRM:

Bigin by Zoho CRM performs admirably as an entry-level CRM product for smaller businesses that need the power and control that standard office software cannot offer. What Bigin lacks the capabilities and features of full-featured CRM packages, but it isn’t always a drawback unless you want CRM software for an advanced company with several product stacks or if you require enterprise-level functionality.

Insightly:

Insightly is simple to use and has a lot to offer small businesses. The Insightly platform is easy to expand from within the platform. Use it with ease to manage communications with your clients and coworkers at once. 

CRM for medium businesses

Pipedrive:

For small firms using CRM software for the first time, Pipedrive is a very user-friendly CRM. You can drag and drop deals through an infinite number of bespoke deal pipelines to transfer them from one to the next. The software also provides clear calendar and email interfaces, fully configurable reporting, and automated processes to speed up your sales process.

Copper CRM:

Your sales staff can utilize Copper’s comprehensive collection of features to persuade hesitant prospects to become devoted patrons. You’ll find Copper simple to learn if you already use Google’s productivity products. Copper is a wonderful option for a Google-driven business. This is so, since it has complete email connection, lead management, and workflow automation bundled into a simple UI at a reasonable price.

Creatio:

A flexible customer relationship management (CRM) and business process management (BPM) tool, Creatio offers a variety of options for companies of all sizes. (Opens in new tab.) It has an astonishing array of tools and capabilities and is intended to simplify routine marketing and workflow procedures.

SugarCRM:

Customers that want to get the most out of their CRM should use SugarCRM. That entails investing not just a hefty price tag but also a sizable amount of implementation time (as well as development and business process talent that may cost extra). SugarCRM is absolutely not for you if you’re looking for a “quick-fix” CRM geared at a smaller firm that just needs CRM capabilities fast.

Nimble:

For businesses trying to create new leads and maintain contact with customers, Nimble is an excellent CRM solution. The platform has a user-friendly design, several connectors, and very sophisticated lead scraping features. Despite not being a full-fledged project management tool, Nimble is a fantastic option for small firms looking to get the most out of their communications.

CRM for enterprises

Salesforce Sales Cloud:

For medium- to large-sized businesses that want to get down to the nitty-gritty of managing their sales operations, data, analytics, and forecasts in one location, Salesforce Sales Cloud offers a really powerful CRM choice. Although setting up your Salesforce account may take some time and may even require the assistance of a Salesforce specialist, the stability of the cloud-based platform and the amount of analysis it can provide make the work well worth it.

Microsoft Dynamics CRM:

Overall, Dynamics 365 is a sophisticated CRM platform with a wide selection of capabilities. It offers an effective native interface with Microsoft Office applications and a strong internal artificial intelligence engine. But in order to utilize it effectively, there is a high learning curve. Thus, Dynamics 365 is a fantastic CRM for medium- to large-sized enterprises.

Zoho CRM:

For small or big organizations whose sales personnel are accustomed to working remotely or are always on the road, Zoho CRM is a user-friendly and uncomplicated CRM. It provides thorough contact and deal management along with some distinctive capabilities, such as the ability to execute macros—a collection of actions or sequences that can be applied to a group of contacts—and convert leads with a single click by creating connected accounts and deals.

SAP CRM:

For companies utilizing the SAP software ecosystem currently, SAP CRM is a great option. It integrates with other SAP suites like finance and back-end operations with ease. For sales, marketing, and customer service departments, it is a complete solution. Additionally, it offers some of the most sophisticated data analytics available. However, SAP integration with other technologies is challenging. For the majority of startups and small enterprises, CRM is also too big and expensive. Effortless Use Similar to Salesforce, the SAP CRM interface is set up based on roles. In other words, the screens that your customer support staff and sales representatives see will be different. A straightforward and uncomplicated user experience results from this. 

LeadSquared CRM:

LeadSquared is an integrated CRM, marketing automation, and lead management software. It assists users in managing sales and online consumer acquisition. Small and medium-sized enterprises are the main consumers of this suite, which provides them with capabilities for marketing and sales automation. It offers a range of lead capturing solutions, including drip marketing campaigns, website widgets, landing pages, and template libraries. LeadSquared’s lead conversion forecast feature, which is based on past data (phone calls, emails, online advertisements, chats, and conversion variables), is its most impressive feature. In data-driven campaigns, it excels.

Benefits of Using a CRM Marketing Solutions

CRM and targeting of customers
CRM helps to improve the targeting of customers

CRM data management

Any CRM software’s main objective is to ensure effective customer relationship management throughout the entire sales process. The software will collect data about the customer at every stage of the sales process. The data will be analyzed and give insightful findings, which will help the business make more informed marketing decisions. Effective data storage will ensure easy access to the customer’s information by any department interacting with the customer. Hence the company will achieve automated workflow across various departments.

Segmentation of customers

Businesses have access to many customers. Using a CRM solution will help segment the customers and leads based on various key factors. Segmentation of leads and customers into multiple categories helps marketers curate different campaigns and ads. A targeted approach will keep the lead interested in the brand through the entire sales process.

Automated customer email nurturing

A functional CRM marketing software will effectively organize email communication to potential leads and existing customers. Hence improve your email marketing by managing email lists and sending follow-up emails to potential leads. The CRM solutions email marketing communications are based on the prospect’s stage in the sale process cycle. 

Email marketing is one of the key digital marketing strategies. Our platform offers email marketing services to various businesses. Our team of experts will offer professional assistance on how you can effectively use email marketing. We can help through every stage of your customer relationship management and marketing. You can get in touch and chat with one of our digital strategists.

Effective marketing communication

CRM marketing software stores your communication with your customer in chronological order. The collected information is beneficial when communicating with your customer. In addition, it helps marketers create relevant content when communicating with a customer. Finally, your messaging can focus depending on their stage in the sales process. 

Creation of landing pages

Landing pages are the next destinations for customers who click on an online search result or an advertisement. They originate from different homepages and are closely related to the searched content. Having an interesting landing page is a key marketing strategy. CRM marketing software with customizable templates and visual editors can help businesses create customized landing pages. Using front-end design and back-end coding to create new landing pages can be very costly and time-consuming.

Key Factors To Consider When Looking For A CRM Marketing System

CRM marketing systems will work effectively when you already have a CRM strategy. The main function of a CRM marketing system is to help you effectively implement, track, and improve your CRM strategy. Below are key factors to consider when looking for a customer relationship management system:

Is the system easy to set up and master?

Individuals from various departments use CRM marketing systems. Hence, the system should be user-friendly with a minimal learning curve. As a marketer, the CRM system you recommend should be easy to use and master. Not just for you but for everyone from all the departments accessing the system.

How does the CRM system integrate with the business’ products?

CRM systems come with different features and tools. Create a list of the features you want your ideal CRM marketing tool to have. Key features to look for in a CRM system are reporting features that keep you updated. The best CRM marketing system will easily integrate with the businesses’ products and processes. Simple and fast integration means minimal interruptions of business operations when integrating the new CRM system.

Does the CRM system achieve effective cross-team/departmental connection?

Customer relationship management cuts across different departments. The best CRM system will achieve timely and effective cross-team communication and connection. Departmental connection is very critical for enterprises with many departments. The best tool will provide you with different communication options. Options could include live chats to quick ways of sharing information on the system.

The payment plan of the CRM system

CRM marketing solutions come with payment plans. Most of the software will offer a trial period. You will be required to make monthly or yearly payments to continue enjoying the services of the CRM marketing systems. The majority of CRM companies provide a per-user payment structure. Having a budget of how much you are willing to spend on CRM systems is essential. Look for discounts in the payment plans and use them to save a few extra bucks on our budget.

What are the available security features?

Security features are vital for any digital tool. High-level security features ensure the customers’ data is protected through every stage of the customer relationship. The CRM marketing system should have frequent security updates to provide maximum protection of the businesses’ and clients’ information. 

Ability to scale up.

The best CRM marketing system should have scale-up capabilities as the business grows. As companies grow, they face new challenges with customer relationship management marketing. Hence it’s essential to opt for a CRM marketing software that can quickly adapt. It needs to adapt to the growth and expansion experienced by a business.

What else can help your CRM succeed?

Making sure your CRM works above 100% is no easy task. You can get more from your CRM with the use of some digital marketing tactics. There are a lot of great ways to learn more about digital marketing and combine it with your CRM execution. Here are some useful blog articles that we recommend you read:

If you are a busy business owner or leader, you may not have the time you need to the most out of your CRM. If this is the case, we encourage you to review some of our strategic digital marketing services:

Of course, more than anything, we would love to help you get the most out of your CRM. If you have any questions, please get in touch with one of our expert digital strategists. It is obligation free.

FAQs

What is a CRM marketing system?

A CRM marketing system/ solution is software that collects information about your customer. The information can be used with various marketing tools to nurture them during the entire customer relationship period. It also analyses the customer’s information to provide insightful findings and help the business make more informed decisions.

What are the available payment plans when using CRM marketing software?

CRM marketing software has monthly and annual payment plans, with payments scheduled per user. Top CRM marketing companies have amazing discounts on yearly subscriptions.

Which is the best CRM software for my small business?

The best CRM marketing software for a small business is Zoho. Zoho is affordable and provides key features essential for small businesses like forecasting capabilities, email marketing, pipeline management, etc. However, the best customer relationship management (CRM) marketing system for your small business will depend on factors like industry, budget, unique features, and business goals.

Why should I pay for the CRM marketing system while I can use the trial version?

The trial version offered by CRM marketing companies lasts for only one month. Paying for the CRM marketing software will give you access to premium features that will improve your business’s CRM strategy.

What are the types of CRM marketing systems?

There are three main types of CRM marketing systems; collaborative, operational, and analytical.

Can I get customization options for my business when using CRM marketing systems?

YES. CRM marketing solutions manage all the marketing functions through effective customer relationship management. Each solution has been developed with distinct features and tools, which make it suitable for a particular business or niche. In addition, some software offers customization and integration features to enhance efficiency.

Final thoughts

Every business wants to offer the best customer experience. However, to achieve genuinely great CRM, collecting and organizing customer data and using that data once collected is essential.

With the best CRM marketing system, you empower your staff to provide high-quality, personalized, and useful customer support. 

If you need assistance with CRM marketing, speak to our team to assist in developing a strategy for you. You’ll have a better chance of understanding your customers’ needs and preferences. Grab the best CRM marketing system for your business. Couple this with some digital marketing tactics to watch your sales grow!