The CRM system is a must-have tool for any company involved in marketing, sales, support and customer service. It is a powerful tool that helps nurture potential and current clients in order to maintain long-term customer relationships and a successful business overall.
The main goal of any company is to win and retain customers. CRM improves internal company processes, improves service quality, increases revenue and works successfully to acquire new customers through marketing campaigns.
A study by Invespcro shows that 80% of companies using CRM for marketing purposes report increased lead generation and 77% - a significant increase in conversions.
In this article, we discuss 6 ways CRM will make your marketing campaigns more effective.
The degree to which marketing messages are received by consumers is key to the success of a marketing campaign. Consumers tend to perceive a message more easily and to a greater extent when it is targeted and tailored to their needs and interests.
Since CRM collects all customer information in one place, this centralized database gives you a complete picture of your customers – what their interests and preferences are, what they buy, how often they do it, and which is their preferred communication channel. Additionally, the system allows you to organize these contacts based on whether they are potential, current or inactive customers. The full history of correspondence between you and the customer can also be used to analyze preferences and behavior and be taken into account when running a marketing campaign. This same analysis can also be useful for targeting new customers with the same or similar interests.
Customers can easily be grouped by common traits (e.g., age, gender), interests, previous orders or other characteristics. Instead of focusing on the needs of the overall market, it is preferable to segment your customers according to predefined criteria or in other words to divide an audience into target subgroups with similar history and user behavior. Segmentation can be on a more general basis, for example: customers with newsletter subscribtion and customers who have not subscribed to your newsletter, or more specific, such as "men from 25 to 35 years old”. CRM provides the necessary tools for that.
Many studies prove that personalized content is perceived better by users. Thanks to CRM, marketing departments now have the opportunity to get to know customers in depth and better understand their needs. This way, marketing messages are more easily personalized. For example, instead of addressing customers with the clichéd “Dear Customer,” you might use their first name to address them. CRM gives you the opportunity to customize your messages based on other criteria, such as gender, job title, type of products purchased, for how long they have been your customer, etc. and use them to shape your marketing message.
There is no need to overwhelm your customers with all kinds of marketing offers, promotions and discounts that are not relevant to their interests and needs. This will turn customers away rather than get them to buy from you again. As a result your will be wasting time and effort in trying to win them over. Giving employees full access to customer data in the system gives them the ability to offer users personalized solutions they really care about.
This is how you show that you know the client on a different level and leave a positive impression on the other side. This approach encourages customers to come back and order from you again.
Reporting and ROI
It's easier to track the effectiveness of your marketing activities when you use a CRM for reporting and analysis. You will have the opportunity to analyze which strategies are working for you and which require additional work. Accountability helps marketers make better decisions and use more effective methods to increase sales. Thanks to its flexibility, through CRM you can generate diverse reports, depending on your business needs.
Companies that use the full potential of their CRM system can perform detailed data analysis and reports, which help manage resources more efficiently. One of the most important aspects of any business is return on investment, known as ROI. Through CRM, you can see the source of each lead - which channel or campaign it came from, as well as how the deal developed and what was the realized income from it. This way, you can not only track the actual ROI, but also analyze the success of the marketing campaign and, if necessary, apply changes in order to achieve better results in the next campaign.
Customer data in the CRM system gives you the opportunity to increase sales and increase user activity. CRM allows you to see the complete order history for every single customer. When you launch a new product or service, you can use the customer files in the system to determine which users would be interested in it. Keep in mind that customers do not respond favorably to being offered products that do not match their interests and desires and would rather unsubscribe from your email newsletter than make a purchase. Your loyal customers are more likely to order from you again by following your more personalized marketing strategy.
These are processes for automating marketing activities such as sending email newsletters, outbound phone campaigns, agentless campaigns, telemarketing and more.
According to Litmus research, a big part of marketing departments with a CRM implementation use the system's automations to run email campaigns.
Use CRM tools such as segmentation, filtering by certain parameters, etc. for precise audience targeting in email and telephone marketing campaigns. The ability to constantly monitor and analyze the campaigns allows you to gain deep insight into their effectiveness and success. CRM automations also help improve employee productivity by saving time and human resources which can be used for other company purposes.
CRM marketing is one of the most effective methods to reach more customers interested in your product or service in the shortest possible time. The CRM system is an excellent solution for both managing marketing activities and increasing sales. Both departments in your company can use the system to organize customer data, run outbound marketing campaigns, and track and manage leads, working in successful collaboration through the software to achieve better results.
InfoServ CRM has a rich set of instruments for outbound campaigns and a wide range of functionalities as a sales management software. Request a free demo and see for yourself how these features work.