CRM in marketing is critical in increasing sales in a business. The role of CRM in marketing lies in all stages of the marketing process, from managing prospects and customers, managing the marketing team, and so on. In Indonesia, implementing CRM is expected so that the business can live long.
What Does CRM Mean in Marketing?
The meaning of CRM in marketing is a business strategy that is carried out in the marketing field by combining processes, human resources, and technology. If done correctly and optimally, CRM in marketing can help attract prospects, convert prospects into customers, and retain existing customers.
If we look at the meaning of CRM in marketing above, we can conclude that all components in the marketing department must work well together. CRM (Customer Relationship Management) itself not only plays a role in marketing but is also very much needed in sales and customer service.
What is the Relationship Between CRM and Marketing Process?
Unclear marketing campaigns and untargeted leads cannot increase sales. So there are so many things that must be prepared before doing the marketing process. Some are not easy to do without valid data about prospects and customer profiles. For that, we need a CRM system in marketing.
CRM in marketing helps your marketing team find out as much information as possible about prospects or customers’ needs, behaviors, and profiles. Thus, it can be concluded that one of the relationships between CRM and the marketing process can be the basis for determining CRM strategies in marketing.
What is the Function of CRM in Marketing?
The following are some of the functions of CRM in marketing that you should not miss:
– Knowing customer profile
Your marketing team can tell who they are interacting with. Customer profiles are stored entirely and clearly in the CRM system. Your marketing team can track any changes as your business continues to grow and develop.
– Create exciting and appropriate content
Each person can receive many campaigns or promotions. For that, your marketing team must be able to create exciting content to attract the attention of the recipient. Not only attractive, the marketing content presented must be appropriate or under the recipient’s needs. The timing of the delivery of the right content can also affect, and busy people will not have time to click on the marketing e-mails you send.
– Acquire targeted prospects
Each product or service has its market share. For that, you need to determine the prospects that match your targets, such as location, age, gender, hobbies, occupation, and others.
– Knowing the best way to communicate
The strategies of businesspeople in approaching prospects and customers are not the same, for example, what channel should be used, when is the best time to conduct a campaign, what language should be used, and so on. CRM in marketing can help your team determine the best way to approach and communicate with your targeted prospects.
What CRM Strategies in Marketing Can You Implement?
Here are the CRM tips and strategies in marketing that you can do. However, you must use a CRM system first to know the 6 steps to build a good CRM strategy.
1. Project Management
For the goals of a business to be achieved, all the teams involved must have balanced and mutually supportive work management. Likewise, in the marketing team, every marketer must understand well their duties and which tasks must be completed first.
2. Data Centralization
Marketing CRM will centralize customer data automatically. The customer data includes all information related to these customers, ranging from customer profiles, which business channels brought them into your business (leads), customer transaction history with your business team, and much more. All the data is stored systematically in one marketing dashboard.
3. Analysis of Customer Information
Information related to customers that have been stored earlier will be analyzed automatically by the CRM system. The analysis of customer information will present data about what customers like, customer needs, which customer service needs to be improved in marketing, and others. This information is essential for future business progress.
4. Optimizing Team Performance
Optimal and improved marketing team performance is one example of CRM in marketing that has been successfully implemented. Having an automated system in data storage, tracking, and analysis helps your business team to focus on other marketing tasks that need special handling.
5. Tracking the CRM Pipeline in Marketing
Marketing CRM helps the marketing team know what is going on in the marketing pipeline. The status of each lead and customer can be tracked from start to finish of the marketing process. This visibility is essential for improving the quality of marketing in the future.
6. Integration with Other Business Channels
It is rare for business marketing to be carried out using only one business channel. At the very least, a business needs a website, a chat application (ChatBot to reply to consumer messages), and social media to market the products or services it offers. For this reason, the last CRM marketing activity is integration with other business channels, making it easier for your team to access information.
7. Focused Targeting
CRM can help the marketing team filter contacts and target customers who are most likely to buy or order services from your business. It is one of the marketing CRM functions that contains various information about customer behavior and preferences.
8. Segmentation Using CRM in Marketing
A reliable marketing person must be able to segment prospects based on work, recent activity, responses given, likes and dislikes, products that have been purchased, types of e-mails opened, replies to e-mails given, even social media activities of prospects. The sharper the profile of potential customers you have, the more excellent the opportunity to convert prospects into customers.
9. Personal Content
After carrying out the tips above, this is the right time to send personalized marketing content, such as mentioning the prospect’s name, adjusting to what the possibility likes, or using language that matches the profile of the targeted potential. The more personalized the content you send, the more likely it is to get a good response.
10. Iterative Strategy
If the CRM strategy in marketing has taken your business to a better level, it would be better to implement a similar CRM strategy in marketing in the future. That would be better than starting everything from scratch.
