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CRM Marketing

Customer relationship management marketing encompasses all the ecosystem that supports marketers in their effort to build and manage customer relationships.

Take the next step with our CRM Marketer evolution curve

What is CRM Marketing?

Customer relationship management (CRM) marketing is a term referring to the strategies and tactics, as well as to the technologies supporting the execution of said strategies and tactics, marketers use in order to manage the relationship with their customers throughout the customer lifecycle. The goal of CRM marketing is to improve and optimize customer relationships, in order to drive customer loyalty, retention, revenue and customer lifetime value.

The CRM Marketer evolution curve

What is a CRM Database?

A CRM database is a software platform designed to support a company’s CRM (Customer Relationship Management) strategy and efforts. Different CRM databases vary in their levels of sophistication, from simply collecting and organizing customer data to performing advanced customer data analysis, customer segmentation and next best action recommendations. CRM databases can include various additional components based on the company’s needs and industry.

CRM Marketing Channels

CRM Marketing channels are the vehicles CRM marketers use to deliver their messages to their audience. Marketing channels are a significant part of any CRM Marketing solution. They are the arm that carries out the strategy defined by the marketer or orchestrated and mapped by the platform’s AI engine.

CRM Marketing platforms include technology to collect, analyze, and segment customer data and technology to design, implement, and measure campaigns. They also have the technology to propagate the messages. Those channels usually consist of Email, In-app messaging, SMS, Digital Ads, Web Push & Pop-Ups, Mobile Push, and more.

In the absence of channels, no communication can take place between a brand and a customer. Brands who set out to implement advanced multichannel CRM Marketing strategies never focus on a single or a couple of channels. These brands hold a wide array of channels at their disposal to ensure they deliver personalized messages to customers using the ideal channel, at the right time, with the right message.

CRM marketing channels survey by Optimove

What is CRM Marketing Automation?

CRM marketing automation describes a set of processes executed by software to automatically respond to customer activities and improve the overall customer relationship with brands. When implemented fully, CRM marketing automation kicks in from the very first interaction a potential customer has with a brand and continues throughout the customer lifecycle. The automated system captures relevant data about every customer and their activities and automatically generates personalized and relevant customer communications. The content of these communications varies according to the nature of the customer, the type of interaction and the stage in the customer journey that the interaction occurred.

CRM marketing automation software should be tailored to suit the specific needs and models of each individual business. Tasks typically attributed to a CRM marketing automation tools include regularly segmenting customers based on their most recent activities and transactions, sending each customer the most relevant information, offers, incentives, etc. via the best channel(s), tracking response to communications and even automatically optimizing future communications (content, timing and channels) based on prior responses.

CRM marketing automation is highly valuable software that enables marketing teams to best manage their communications with large volumes of customers and potential customers, in a strategic manner. Through CRM marketing automation tools, marketers are afforded more time to focus on the creative aspects of their work.

The CRM Marketer Evolution Curve’s Guide

Learn about the 5 stages of a marketer’s evolution. Discover which level you are on and how you can move up.

3 Types of CRM

CRM systems help companies manage and interpret customer data to improve customer retention, growth, and overall build stronger customer relationships. The following are three types of CRM systems:

1. Collaborative CRM

To streamline the customer experience, it is important to be able to share information across the organization in real-time. Typically, the marketing team, sales representatives, customer support agents, and other departments involving customer relationships are separate units within a company, sometimes even separated by geographic location. Collaborative CRM systems ensure that marketing, sales, and service data are combined so that all departments are up to date. Without cross-team communication and collaboration, customers may have to repeat themselves each time they speak with a new contact. Integrating the departments and channels that build customer relationships creates a more seamless customer experience.

2. Operational CRM

Operational CRM systems bridge the gaps between teams and departments to share information. They provide tools to visualize and more efficiently handle customer relationships. It helps streamline a company’s processes for customer relationships. Operational CRM systems generate leads and help convert those leads into contacts. It provides the best processes for retaining customers and building strong customer relationships.

3. Analytical CRM

Analytical CRM systems focus on analyzing the customer data you must gain insights. It helps you gather, analyze, and save data based on customer interactions to see trends in customer behavior. With this information, you can understand what actions lead to the most success. Analytical CRM systems help use large amounts of data to create valuable and actionable customer insights.

CRM Marketing Examples

We write about CRM Marketing a lot, so you’ll find plenty of insightful resources on our website. To help you get there faster, we carefully curated a list of our best and most thought-provoking, trend-exploring, wisdom-seeking, and industry-explaining CRM Marketing articles. Inside you’ll find us looking into future trends of CRM Marketing, how to maximize CRM Marketing, why you should focus on retention rather than acquisition and many others.

And while you’re at it, take some inspiration from the CRM Marketing experiences brands in retail (How Paper Source measures campaigns at scale) and iGaming (How Scientific Games improved conversion by 33%).

The Leading Automated CRM Marketing Software

Optimove is the world’s leading Relationship Marketing Hub, combining the most advanced CRM marketing technologies with an automated customer marketing orchestration platform. In a nutshell, Optimove helps marketers implement a systematic approach to planning, executing, measuring and optimizing a complete, highly personalized customer marketing plan. The result is maximized customer retention, loyalty and lifetime value.

Contact us today to request a Web demo and learn how you can use Optimove to convert more customers, increase the spend of existing customers and reduce customer churn.

Frequently asked questions:

What are the benefits of integrating CRM into marketing strategies?

CRM integration helps businesses better understand their customers, enabling personalized marketing campaigns that can increase customer satisfaction and loyalty. By analyzing customer data, businesses can identify trends, segment customers more effectively, and tailor their marketing efforts to meet different customer groups’ specific needs and preferences. Additionally, CRM tools can automate repetitive tasks, streamline marketing processes, and provide insights into the effectiveness of marketing campaigns, helping businesses allocate resources more efficiently and improve their return on investment

CRM marketing supports customer lifecycle management by tracking and managing customer interactions at each stage, from initial awareness and acquisition through engagement, purchase, and post-purchase support. By leveraging CRM data, marketers can design targeted campaigns that address the needs and interests of customers at each stage, encouraging progress through the lifecycle. CRM tools also facilitate collecting feedback and monitoring customer satisfaction, enabling businesses to identify areas for improvement, foster customer loyalty, and increase the likelihood of repeat business and referrals

CRM marketing enables businesses to analyze customer data comprehensively, including past purchases, interaction history, and engagement levels, to identify high-value customers or those with the potential to become such. By leveraging this data, companies can segment their customer base into various groups based on their value and potential. This segmentation allows for the creation of personalized marketing strategies tailored to effectively engage and retain these high-value customers. For example, businesses might offer exclusive deals or loyalty programs to these segments, along with personalized communications. These efforts enhance customer satisfaction and loyalty, ultimately securing a higher lifetime value from these key customer segments.

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