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Have you ever noticed how some brands always pitch you the right offers at the right time and <\/span>price<\/span>? That\u2019s one of the <\/span>benefits of CRM software<\/span>.<\/span><\/p>\n The <\/span>best CRMs<\/span><\/a> help <\/span>small business owners<\/span> collect, organise, and manage <\/span>customer data<\/span>. They also provide valuable insights to help you define <\/span>sales processes<\/span> and design <\/span>marketing campaigns<\/span> tailored to your audience\u2019s needs. In this article, we\u2019ll share the <\/span>key benefits<\/span> of today\u2019s <\/span>CRM systems<\/span> for <\/span>small businesses<\/span> and show how you can use them to create better <\/span>marketing campaigns<\/span>.<\/span><\/p>\n Customer Relationship Management<\/span> (CRM)<\/span><\/a> software is a technology that allows you to track customer communication with your brand, collect and organise <\/span>customer information<\/span>, and provide <\/span>real-time<\/span> engagement insights to your marketing <\/span>team members<\/span>, <\/span>sales reps<\/span>, and customer <\/span>service teams<\/span>, along with any other key stakeholders.<\/span><\/p>\n These insights allow you to provide a consistent and memorable <\/span>customer experience<\/span> throughout the customer\u2019s lifetime, increasing their satisfaction with your product and loyalty to your brand.<\/span><\/p>\n Most people think a <\/span>CRM solution<\/span> improves customer service, and that’s true. But it also directly impacts the marketing, sales, and branding of your <\/span>small business<\/span>. Modern CRMs offer everything from demand and <\/span>lead generation<\/span> to <\/span>marketing automation<\/span> and <\/span>customer retention<\/span> tools.\u00a0<\/span><\/p>\n In short, you can consider a CRM your one-window solution to <\/span>optimise<\/span> your <\/span>customer experience<\/span> management<\/span><\/a>.<\/span><\/p>\n CRMs offer numerous direct and indirect marketing benefits to your <\/span>small business<\/span>. Let\u2019s discuss the most prominent ones.<\/span><\/p>\n Effective marketing relies on accurate <\/span>metrics<\/span> and data insights that allow you to make informed decisions and take calculated risks. This is where a CRM is so valuable for your <\/span>small business<\/span>.<\/span><\/p>\n It tracks <\/span>customer interactions<\/span> across all your marketing channels (website, landing pages, product usage, email, support <\/span>ticketing<\/span>, <\/span>social media<\/span>, phone, and chat) and provides an accurate picture of your <\/span>customer\u2019s needs<\/span>. A CRM also helps you understand the real problems and needs of your <\/span>potential customers<\/span> so you can craft relevant <\/span>marketing campaigns<\/span> that speak directly to them.<\/span><\/p>\n For example, a CRM allows your <\/span>service teams<\/span> to regularly share customer feedback, complaints, or feature requests with your marketing and product teams. This helps them understand the core problems of your customers and what features they want to see in your product.<\/span><\/p>\n Customer segmentation is a fundamental marketing concept because generic <\/span>marketing campaigns<\/span> don’t work anymore. According to research, <\/span>80 percent of customers<\/span><\/a> respond positively to <\/span>marketing campaigns<\/span> tailored to their interests and needs.<\/span><\/p>\n One of the main advantages of a <\/span>CRM system<\/span> is that it enables multi-level segmentation in your audience based on interests, location, usage patterns, engagement, satisfaction level, and other criteria.<\/span><\/p>\n This allows you to design highly targeted <\/span>marketing campaigns<\/span> that speak specifically to that segment. For example, you can send special offers to users in a specific geographic location. Or you could target the customers with the highest satisfaction rating for <\/span>upsell<\/span> offers because they\u2019re more likely to convert.<\/span><\/p>\n All of this is possible with an <\/span>integrated <\/span>CRM system<\/span><\/a>, as it tracks and records all customer activity and gives you the tools for advanced segmentation.<\/span><\/p>\n CRMs not only help you improve <\/span>customer satisfaction<\/span> but also define your <\/span>sales cycle<\/span> by providing you and your <\/span>salespeople<\/span> with advanced <\/span>lead-generation<\/span> tools such as landing pages and opt-in forms to convert traffic into subscribers and leads.<\/span><\/p>\n To improve lead quality, you can ask specific questions at sign-up or offer lead magnets in exchange for the customer’s <\/span>contact information<\/span> to help you understand a lead\u2019s interests and business needs. Adding tracking scripts to your landing pages allows you to enable retargeting campaigns on Facebook, Google, and other advertising networks.<\/span><\/p>\n With an ROI of <\/span>$36 for every dollar spent<\/span><\/a>, <\/span>email marketing<\/span> is among the most profitable and engaging marketing channels. Modern CRMs offer integrated <\/span>marketing automation<\/span> with advanced <\/span>email marketing automation<\/span><\/a> features that help you regularly engage your customers and prospects and build a value-based relationship with them.\u00a0<\/span><\/p>\n Here are a few example scenarios to show you what’s possible with an integrated CRM and <\/span>email marketing automation<\/span> solution.<\/span><\/p>\n Scenario #1<\/b>: Say a visitor converts into an email subscriber from your landing page. You can then send them a welcome email sequence that introduces them to your product and shows how it will help them grow their business.\u00a0<\/span><\/p>\n Scenario #2<\/b>: Automated <\/span>follow-up<\/span> emails are a great tool to use when a customer doesn\u2019t engage with your product for a specific time period or has a low satisfaction rating.<\/span><\/p>\n Scenario #3<\/b>: Completely <\/span>automate<\/span> your marketing and sales messaging with predefined email sequences and <\/span>workflows<\/span> for different customer lifecycle stages. For example, by configuring weekly engagement emails that share product tips and tutorials, you’ll help customers get more value from your product.<\/span><\/p>\n Scenario #4<\/b>: Create email sequences for customers entering the final quarter of their tenure with your product. Your sequences can include a mix of engagement, marketing, and sales emails to encourage early renewal.<\/span><\/p>\n A CRM empowers you with these <\/span>automation<\/span> features because it has all the critical data on all the relevant customer touchpoints. You can even create <\/span>automation<\/span> templates<\/span> based on the most frequent marketing scenarios to save time.<\/span><\/p>\n Research shows that selling to an <\/span>existing customer<\/span> has a <\/span>60\u201370 percent chance of success<\/span><\/a>. In comparison, selling to a new prospect is only likely to succeed 5\u201320 percent of the time. That’s why <\/span>customer retention<\/span> is such a critical part of any organisation’s marketing strategy.<\/span><\/p>\n A CRM facilitates <\/span>customer retention<\/span> and improves <\/span>customer loyalty<\/span> by helping you provide customers with a memorable experience throughout their tenure. Plus, it highlights the most and least likely retention prospects based on their satisfaction and product usage patterns.\u00a0<\/span><\/p>\n These insights help you proactively approach customers to resolve problems, increase their renewal chances, and improve sales <\/span>forecasting<\/span>.<\/span><\/p>\n Satisfied customers also tend to recommend your product in their circles, resulting in word-of-mouth marketing and referral sales.<\/span><\/p>\n With a modern integrated CRM and <\/span>marketing automation<\/span> solution, you can <\/span>automate<\/span> a significant part of your marketing strategy and fill your <\/span>sales pipeline<\/span>. For example, you can create landing pages for <\/span>lead generation<\/span> by adding relevant lead magnets and opt-in forms.<\/span><\/p>\n These landing pages are directly integrated with your <\/span>email marketing<\/span> system. Once a visitor converts into a subscriber, your <\/span>email marketing<\/span> system can immediately trigger a welcome email sequence and keep engaging subscribers with new and relevant emails. When subscribers convert into customers, your CRM can track their usage patterns and gauge satisfaction through periodic surveys.<\/span><\/p>\n If a customer approaches your services team with a complaint or suggestion, the system can automatically share it with your <\/span>customer support<\/span> and <\/span>sales teams<\/span>. You can also trigger activity-based <\/span>marketing campaigns<\/span> with your CRM. For example, you can send emails and SMSs or show relevant products to users who visit a specific page on your site or engage with a <\/span>marketing campaign<\/span>.<\/span><\/p>\n Overall, a CRM empowers you by gathering priceless <\/span>customer information<\/span> in a <\/span>centralised database<\/span> and giving you the tools to achieve your marketing and sales goals.<\/span><\/p>\n A <\/span>CRM tool<\/span> streamlines<\/span> your data and provides valuable customer insights and helps you make informed marketing decisions instead of relying on guesswork. So, if you\u2019re not using an integrated CRM and marketing automation solution to power your marketing strategy, now\u2019s the time to Act!. <\/span>Try Act! for free<\/span><\/a> for 14 days now. No downloads or credit cards are required.<\/span><\/p>\nWhat is a CRM?<\/span><\/h2>\n
Benefits of a CRM for marketing<\/span><\/h2>\n
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<\/p>\nCRM marketing benefit #1: Understand customer needs and usage patterns<\/span><\/h3>\n
CRM marketing benefit #2: Create well-defined customer segments<\/span><\/h3>\n
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<\/p>\nCRM marketing benefit #3: Generate qualified marketing leads<\/span><\/h3>\n
CRM marketing benefit #4: Run personalised and automated email campaigns<\/span><\/h3>\n
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<\/p>\nCRM marketing benefit #5: Increase customer retention<\/span><\/h3>\n
How to use your CRM for marketing<\/span><\/h2>\n
Is your marketing strategy benefiting from a CRM system?<\/span><\/h2>\n