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CRM and Sales

CRM campaign features, benefits, and examples 

David Hartshorne 7 min read
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CRM systems gather essential information about leads and customers, allowing marketing teams to segment and target their audience in various campaigns, such as email and social media.

In this guide, we’ll define what a CRM campaign is and highlight its features and benefits. Then we’ll look at some CRM campaign examples and show you how to build a strong campaign with

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What is a CRM campaign?

A customer relationship management (CRM) campaign includes events and activities to nurture relationships with the leads or customers you manage in a CRM system.

CRM marketing campaigns typically include emails, blog posts, short message service (SMS) messages, social media, promotional materials, and online advertising.

On the other hand, CRM sales campaigns include activities like cold or warm call outreach.

CRM software collects valuable information that you can use in your campaigns to improve targeting and convert more leads into customers.

Key features of a CRM campaign

CRM platforms help organize, aggregate, and analyze customer information. Using this data, brands can develop relevant content, segment and target audiences, automate workflows, run campaigns, and report on performance. According to Webinar Care:

Here are the four most useful CRM campaign features.

  • Campaign automation. You can use automated workflows to deploy campaign content on various channels. For example, CRM software lets you deploy automated email sequences.
  • Audience segmentation. CRM software also allows you to segment your audience and target them with relevant and personalized content. For example, if someone clicked a specific link in your welcome email sequence, indicating a high level of interest, you could send a targeted email containing a special offer.
  • Integrations. Effective CRM platforms integrate with other software so that you can run everything from one central place. For example, you could integrate email marketing software like Mailchimp with monday sales CRM to run email marketing campaigns based on the CRM contact data.
  • Insights. CRM dashboards give you all the necessary campaign information at your fingertips so that you can measure and adjust them accordingly.

What are the benefits of a CRM campaign?

Here are four key benefits of a CRM campaign.

  • Centralization – CRMs centralize all relevant customer data and tools in one system, making it easier to manage and monitor campaigns.
  • Collaboration – CRMs enable you to share data and collaborate on project tasks with colleagues throughout campaigns.
  • Automation – CRMs let you configure user journeys and workflows, so it’s easier to automate sales and marketing campaigns and save your team time.
  • Optimization – CRMs allow you to track, report, and analyze campaign performance so that you can adjust and optimize campaigns accordingly.

CRM campaign examples

With features and benefits covered, let’s look at some CRM campaign examples. Your CRM campaigns will vary according to where your audience is in the sales and marketing (aka, “conversion”) funnel:

  • ToFu – top of the funnel (awareness) campaigns
  • MoFu – middle of the funnel (interest) campaigns
  • BoFu– bottom of the funnel (sales decision) campaigns

ToFu campaigns

Marketing teams traditionally run ToFu campaigns. They target prospective buyers who are unaware of your business and engage them through various types of content. The goal is to get qualified leads into the sales and marketing funnel, ready to nurture them into qualified prospects in the next stage.

Examples include:

  • Blog posts: how-to guides, buyer’s guides, and listicles
  • Social media: to present thought leadership and provide company updates
  • Videos: to entertain and educate viewers about your brand
  • Infographics: containing plenty of stats and quotes
  • Emails: to introduce your brand or promote an event
  • Landing pages: with an online form to capture contact information

MoFu campaigns

Marketing and sales teams often share MoFu campaigns. The aim is to nurture “warm” leads, build deeper relationships, and prepare them for the sales team to close in the next stage.

Examples include:

  • Case studies: real-life customer success stories
  • Whitepapers: thought leadership pieces on challenges and solutions
  • Landing pages: addressing FAQs of leads
  • Webinars: education topics relevant to your audience
  • Emails: follow-up emails providing more information on products and services
  • Phone: follow-up calls to address questions and get leads to book demos

BoFu campaigns

Sales teams manage BoFu campaigns. At this stage, account executives focus on closing the deal, turning “hot leads” into customers.

According to Finances Online, CRMs can boost conversion rates by 300%.

Examples include:

  • Demo: a dedicated session to demonstrate the product or service to a prospect
  • Free trial: a limited time trial period for a prospect to test the product themselves
  • Special offer: time-limited promotion to get prospects over the line
  • Testimonials: sharing genuine feedback and quotes from existing customers

Testimonials are an essential part of campaigns at We’ve built a bank of customer success stories from the world’s top brands showing how effective and efficient is. For example, you can read how Genpact used to completely eliminate spreadsheets for campaign management.

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How to build a robust CRM campaign with

It’s essential to have a powerful work management platform and CRM to nurture leads through your marketing and sales funnel, and has the advantage of being both.

The sales CRM is a flexible platform that allows you to track and manage leads while automating communications to save you time.

Let’s break it down:

Centralize and track communication with your contacts

Seamlessly connect all your new and existing contacts in one place. Log any lead or contact-related activity like calls, meetings, notes, and emails to stay on top of communication.

Centralize contacts in your CRM

Save time with no-code automations

The platform includes countless time-saving automations. For example, automatically assign leads to reps, set reminders for upcoming activities, and get notified when a lead opens or replies to an email so you can follow up at the right time.

Examples of CRM automations

Manage your CRM campaign without switching tabs

The Work OS integrates with 100+ apps so you can connect and run your CRM campaign with the tools you already use. For example, fully sync Gmail/Outlook to send and receive emails or integrate Mailchimp to run email marketing campaigns from one place.

Integrate your CRM with other apps

Visualize the complete picture at a glance

Quickly access all your real-time campaign data and increase visibility with customizable dashboards. Gain insights into where campaigns stand, view contact details and expected revenue, check channel performance, and see what you need to action next.

Check your CRM insights dashboard for updates

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Frequently asked questions

Here are three frequently asked questions about CRM campaigns.

What is the goal of a CRM campaign?

A CRM campaign aims to develop relationships with leads or customers. It can include marketing and sales activities depending on where your leads are in the sales and marketing funnel.

How do you plan a CRM campaign?

You plan and run a CRM campaign according to where leads are in the sales and marketing funnel.

  • Top-of-the-funnel campaigns build awareness of your product or service.
  • Middle-of-the-funnel campaigns nurture warm leads and create interest in your offering.
  • Bottom-of-the-funnel campaigns close the deal and convert prospects into customers.

What is the role of a CRM in marketing?

The role of a CRM in marketing can be broken down into:

  • managing inbound leads
  • supporting data-driven marketing
  • planning customer journeys
  • identifying new content opportunities

Marketing teams can use a CRM to track campaigns, automate workflows, and measure performance.

Manage your next CRM campaign with

A CRM campaign builds relationships with leads or customers that you manage in a CRM system. Depending where they are in the sales and marketing funnel determines the type of campaign activities you run. Try to see how easy it is to plan, track, run, and manage CRM campaigns.

David Hartshorne is a freelance writer for leading B2B SaaS and tech brands, creating detailed, actionable content that resonates with their audience. When he’s not writing, you’ll find him chilling with a thriller or roaring on the Villa.
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