How Can CRM Improve Marketing Campaigns?

Marketing Campaigns

In this blog, check out the 5 most important ways CRM can be a great partner when it comes to the best marketing campaigns.

There are 5 (at least in our opinion) ways in which CRM (Customer Relationship Management) based on artificial intelligence can improve marketing campaigns. Once upon a time, when unsophisticated and unoriginal communication of companies prevailed in the world, there was the brightest star of all types of campaigns – mass campaigns. The companies believed that the “one-fits-all” approach would give the desired results, and the user would be satisfied and surprised by the message.

On the other hand, employees in the marketing sector had to make a great effort to create a template, non-personalized content that they sent to tens of thousands of addresses.

The main goal was to create communication regardless of whether they encouraged sales, feedback, or any customer response. This type of campaign has been around for a very long time, although its impact on the companies’ results has been questionable.

Day after day passed, but customers didn’t respond to the mass campaigns they received every day, and companies needed to find a way to impress them. But, then came a new approach – Data-driven – fully user-driven, event-focused, automation-focused, real-time responsive, more lucrative decision-making, and defining the next best action for a company that generates personalized content.

It’s a customer relationship management system that has completely changed and improved the way companies plan and implement marketing campaigns and actions, but also increases customer satisfaction with company offerings, responsiveness, proactivity, and treatments.

Below are the 5 most important ways CRM can be a great partner when it comes to the best marketing campaigns.

1. More Precise Targeting and More Efficient User Segmentation

Any campaign, even the one with the best offer, content, and placement at the right time, is useless if the company doesn’t send it to the right user. The first step in the whole process of a marketing campaign must be to precisely define the target group and segment the users, of course, if the company wants to achieve significant impact and results. Gone are the days when employees had to store user data in various files and programs to manually sort and group it. 

CRM is a real treasure trove of information when it comes to learning about your target audience. Hence, if you want to upskill yourself to match the industry trends of using CRM/Salesforce for upskilling your business check out any Salesforce certification course online.

In CRM, a company has data on each individual user or potential user and can create the most profitable marketing activities. Effective segmentation of users implies their division based on the history of their activities related to the company’s business, their preferences, demographic data, etc. in order to provide them with the best offer.

2. Hyper-Personalized Content

From now on, using CRM, forget about phrases like “Dear user” or any other impersonal phrase at the beginning of the content that, in fact, says “Dear user, this is a massive campaign and you’ll get exactly the same offer as every other user”. The richness of any qualified CRM lies in the ability to get to know the customer in detail starting with their gender, name, position, tendencies, behavior, most current needs, and any other attribute the company can imagine.

Having all this centralized information, the company can shape its offer and recommendations based on the exact preferences of users and previous activities. It’s important to note that it takes CRM only a few seconds to personalize the offer for the user, but this positive experience lives on in the user’s memory for a long time and ‘pulls’ him back. Users want to see how companies care about them, they appreciate a personalized approach and remember it.

3. Impressing Users With Real-Time Offers and Using Multi-Channel Access

In addition to the fact that users expect to receive an offer that fully meets their needs, it’s very important that they receive it at the right time. The moment of placing an offer is a crucial part of the marketing process, and the personalization of content, together with the company’s activities that are realized on the basis of important customer events, is the perfect combination for satisfied customers who are loyal to your brand.

With advanced CRMs, each campaign has an indeterminate behavior, because it’s shaped in real-time and depends on the reactions of users on any available channel. At any time of the day, companies will be able to offer customers what they really need, provide adequate services, and manage potential dissatisfaction.

What’s of the utmost importance is the ability to start communication on one channel and continue on another, more desirable from the user’s point of view. All this communication is stored in one centralized place in the CRM solution  – on a 360-degree user profile.

4. Campaigns to Potential Customers and Integration With Third-Party Software

It’s one thing when companies want to implement a new system from the beginning, and quite another when companies already use different systems and tools for their daily business. CRM provides the ability to connect to as much software as companies need in a very simple way.

This saves a lot of time because employees don’t have to use multiple software/systems at the same time and ‘walk’ between several applications or import data from different locations into CRM. Even when companies use some popular advertising platforms for non-customer-oriented campaigns, it’s possible to integrate them with CRM.

By using e.g. Google Ads, the company can attract potential customers, while through CRM the company monitors the conversion of potential customers. It’s very important to connect these elements in order to see the real reason for attracting potential customers, but also to better define and implement future activities for target users.

Targeting users via CRM can be complemented using CRM email marketing. Email marketing that uses CRM systems in India to deliver a more tailored, more successful direct marketing touch with prospective clients is an example of this type of marketing.

The goal is to stay at the forefront of clients’ minds. Because individuals decide an organization’s performance, CRM email marketing focuses on the individual – or individual company – who receives it, rather than the larger, ambiguous audience that was earlier widely promoted to.

CRM email marketing is a technique for preventing customers from exercising the “Unsubscribe” option by appealing to them in a less intrusive manner. This is accomplished through a tailored approach to email marketing that’s handled for specific needs, usefulness, and relationship nurturing, with the goal of fostering long-term, mutually beneficial connections.

CRM email marketing allows businesses to personalize each interaction with the user, additionally by employing third-party resources like VerticalResponse, learning names and purchasing habits, and even anticipating client interests.

5. Process Automation and the Importance of Contact Policy

Each of the four items mentioned earlier isn’t such an impressive CRM functionality, in terms of better creating a marketing campaign, if employees waste a lot of time adapting and implementing them. That’s where the magic begins!

The process of creating a campaign that’s tailored to the company’s actions and that fully includes all business rules and policies is the only step that employees should take. Every other step is automated and follows a pre-defined campaign process.

This helps marketing industry employees who use CRM’s campaign management module to focus their invaluable time on the creative process of creating campaigns, after which it only takes a few clicks to import it into CRM.

Also, no client should be burdened with a bunch of campaigns on the same topic, so the use of CRM imposes a precise creation of contact policy for daily, weekly, monthly, and annual business. This is something that’s very important in CRM, especially when it comes to campaign placement.

Conclusion

Using CRM to enhance marketing campaigns takes this process to a whole new level. The goal of starting a two-way communication in which you respect and use customer feedback as a very important item is fully achieved by applying a quality CRM system.

The best way to respond to user needs is to have your CRM constantly collecting information and insights about users as input in creating a campaign. Users know what they want and are willing to invest their time and money in enjoying a personalized experience.

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