While mostly thought of as a 360-degree sales machine, CRM software is equally, if not more powerful, as a comprehensive marketing toolkit. The right CRM system can be configured to churn out meaningful marketing metrics — like lead-source conversion rate — to intelligently segment your audiences, plus automatically nurture promising leads on your behalf, and much more.
In this guide, we’ll show you the important synergy between CRM and marketing and show you how to set up your new digital CRM marketing assistant on monday.com.
What is the role of CRM in marketing?
Great CRM practices and a capable digital toolset to go with it can be game-changing for the marketing department of a customer-facing business.
Customer relationship management is the strategic business philosophy of creating and nurturing meaningful, highly interactive relationships with customers in order to encourage customer loyalty behaviors like repeat purchases and positive word-of-mouth.
CRM software allows teams to track and manage inbound leads automatically and provide a platform for sales and marketing to better understand their impact. From here — with ample data to hand — the sales arm of the company can employ various tactics to encourage further action from the customer and improve customer support. Typically, this means offering discounts, gauging customer satisfaction, or upselling different products or services offered by the business.
CRM practices are extremely effective for increasing average order value, increasing the lifetime value of customers, the quality of customer relations, and generally offering a healthier bottom-line by boosting revenues.
A CRM solution can be configured to nurture new leads and potential customers, launch and assess the effectiveness of marketing campaigns, and offer accurate customer segmentation — all under one digital roof. Where CRM is viewed mostly as a sales-focused toolset, the transformative power it has on marketing practices is where the real value exists. With the right techniques and configuration, you can use CRMs to fundamentally improve the decisions driving your marketing strategies, as well as the methods and channels from which you conduct the actual advertising.
Marketing departments can use this same extensive data that is collected and stored by the CRM to inform a more reliable, data-driven marketing strategy. Furthermore, thanks to the continual evolution of CRM platform functionalities, they are also able to act as a launchpad for various practical marketing techniques.
Why is CRM important for marketers?
As we mentioned, CRM and software can be a treasure trove for marketers developing their strategy — it can be useful to understand how different audiences respond to their efforts and also make it easier to centralize performance data with CRM data. In this section, we’ll also take a look at three guide benefits of using CRM in marketing:
- More accurate segmentation and targetting
- Ease of evaluating leads and their sources
More accurate segmentation and targetting
The scope of CRM is incredibly broad, but if you were to reduce it down to its essence, it could be described simply as a well-developed customer database. Essentially, it houses detailed customer profiles alongside the actions they’ve taken with your business. So, as a marketing department, you benefit from a well-organized list of existing customers to intelligently launch marketing campaigns towards.
The customers are familiar with your product or service and receptive to its value, meaning the effectiveness of your advertising methods is likely to be much higher compared to marketing to non-customers. Furthermore, you can segment your customer database according to different variables — like customer lifetime value — in creative ways to further enhance your marketing ROI.
Marketing managers win when they use captured customer sentiment about certain products or services, demographic information, and other detailed audience characteristics to inform their messaging, for more coherent, better-targeted advertising. Your organization’s CRM system can also help you understand how certain customers interacted with different marketing materials, so you can make improvements as you go or abandon ineffective methods.
Lead scoring evaluation
The process of turning a marketing-qualified lead (MQL) into a sales-qualified lead (SQL) is different for every business. This is because every product or service requires a different amount of persuasion on behalf of the customer or client before they commit to a sale. CRMs can act as a reliable informant on how to optimize the customer journey from an MQL to SQL by offering metrics related to the strength of the lead — known as lead scoring.When CRMs are employed to their fullest potential, you can empower both the marketing and sales departments by creating new synergies between the 2.
Lead scoring helps marketing teams and sales teams identify the campaigns and channels that result in high-quality leads. Your software becomes a well-oiled machine that cycles data between departments to give clarity on their current effectiveness while identifying hidden opportunities for growth.
How to use monday.com CRM for marketing success
While the potential value of CRM as a marketing tool is significant, it requires that your software has a flexible and intuitive infrastructure. We’re going to show you the simple steps towards powering up your marketing department with monday.com’s CRM functionality that makes it several tools in one.
Marketing planning tool
If you already use a CRM, you’ve probably designed a sales pipeline that tracks the progress of a client or customer from initial lead generation all the way through to the sale and post-sale stages. To leverage this existing sales process for your marketing team, you could instruct your CRM to identify and group low-engagement leads as a target segment for a new marketing campaign. This group is interested in your product but requires more encouragement before progressing through to deal closure.
On monday.com, you can identify micro-segments of your lead pool at a glance. With our custom sales pipelines, you can segment customers by priority, deal size, expected close date, and more under an intuitive visual dashboard that is also fully customizable to your specific marketing needs.
Lead evaluation tool
Every lead represents a potential sale, but some leads are more likely to convert than others. As it turns out, there are tell-tale signs in lead behavior that can give marketing managers insight into how effective further advertising or customer relationship management actions will be. Your CRM should be configured to streamline customer information and engagement data into a central hub, where leads can then be targeted and acted upon.
When data drives decision-making, the efficiency of your marketing spend can be radically improved. With monday.com, you’re only 1 integration away from a whole new dimension of customer data analysis. You can connect third-party tools like Zendesk, Microsoft Excel, and Salesforce to feed on-platform databases, which can then provide meaningful lead evaluation metrics so you can focus your marketing efforts more effectively.
Marketing operations tool
When you connect a CRM database to project management, magical things happen. The sales pipeline, lead evaluation, and data insights that CRMs offer can be routed directly to the marketing team for the most efficient and timely operations possible. A good CRM tool should empower its users by allowing them to action the new insights offered on the dashboard.
You should be able to trigger email marketing campaigns, collaborate with sales to sharpen marketing messages, and craft new audiences all in one place. And that’s the exact approach we at monday.com take with our fully integrated CRM. From the CRM dashboard, you can manage all of your marketing operations with ease. From visualizing milestones and deadlines to running email marketing activities, to setting up marketing automation recipes that automatically nurture new leads or lapsed customers.
Get the most out of your sales and marketing efforts with monday.com
Connecting marketing workflows to the highly informed customer databases of CRM is an extremely powerful step for sales and marketing departments in any organization. As a marketing manager, all the information you need to make the most impactful strategic decisions is right there in front of you. And the technological development of those platforms makes marketing operations easy, and sometimes even automatic.