Why a CRM is your VIP when it comes to marketing campaigns 

By Jenna McManus 

As a marketing manager, you’d be hard pressed to find a day when you aren’t jumping into your CRM to develop data-informed strategies to guide growth and success within your business. 

With the ability to build segments, automate communications and deliver targeted marketing efforts, a CRM becomes a single source of truth that removes data silos and embraces cross-departmental collaboration to achieve those short and long-term goals.  

By aligning processes between sales, customer service and marketing, it provides a comprehensive understanding of the customer, how they interact and engage, and ultimately drive revenue. But if we are to look at CRMs and how they support marketing, we should first consider what effective marketing is.  

When done right, marketing is a combination of getting the right message in front of the right audience at the right time.  

Having a solid understanding of potential and existing customers’ needs allows marketers to create strategies that in turn meet those needs at pivotal moments throughout the sale lifecycle. This is where CRM comes into play. 

No one knows the power of the right CRM like a marketer. And as a marketing account manager, it’s in my best interests to ensure my clients understand the benefits of a CRM and why it is a vital tool not only for the day-to-day operations of their business, but also to the success of their marketing efforts.

5 reasons you need a CRM to supercharge your marketing efforts

• A CRM creates a better sense of your targe audience by providing a centralised view of customer information, for example where they entered the sale cycle and their spending habits, which allows you to monitor and analyse behaviour.

• A CRM becomes a knowledge base with all your data points in one location to identify patterns, trends and changes to what is working and what is not across the business.

• A CRM allows you to optimise campaigns by connecting marketing channels and reporting dashboards to create a centralised view of performance. 

• A CRM allows you to go deeper in building and nurturing customer relationships through personalised content. It allows tailored messages to be delivered at key moments during the sales lifecycle.

• A CRM removes bottlenecks, increases productivity, and takes the guesswork out of reporting whilst supporting cross-departmental workflow.

What industry professionals rate CRMs

Jamee Parker, Creative Director of multi-brand eCommerce retailer a-beauty – an all-Australian skincare, beauty and wellness brand – understands the importance of a CRM all too well. When asked why having the right CRM supports the success of her marketing efforts, she explained, “Having an in-depth understanding of our customer base is always at the forefront of my mind as a small business owner. We play in the beauty, wellness and lifestyle space (which is very over-saturated), so we need to be able to service our customers efficiently, provide excellent UX and be readily available to answer questions, comments and complaints. Otherwise, the customer will simply shop elsewhere.” 

 From equipping her team with the right data to build out tailored email campaigns to triggering automated reminders about products at key moments, Jamee agrees that “if the data is there, you might as well make it work for you”.

The team at Just Sunnies, one of Australia’s largest online sunglass retailers, has experienced significant growth during the last few years and relies on a CRM to guide its strategy. With growth comes new opportunities, and having the right CRM integrated has created a nimble yet cohesive approach across all areas of the business. 

Chantelle Valentine, Marketing Co-ordinator, explains how they have identified friction points, forecast product buys and managed campaigns, all thanks to their CRM. 

“As we work to continually scale our database to manage retention, engagement and conversion rates, we need to ensure we can provide our new and existing customers with a personalised and purposeful experience,” she says. “Having the correct CRM allows us to store and speak to data and interests specific to the individual, considering what they want to hear about, what their purchase habits are and their overall purchase journey.”

When looking at growth pains specifically, Chantelle explains “the customers who were acquired before refining our CRM do not have all the data points available that those who have come after the improvements do. To retain these customers and to be able to offer them an experience just as rewarding and as personalised as others, we have executed numerous ‘win back’ campaigns and discount incentives to re-open the conversation.”

But what if you aren’t in the business of direct-to-consumer retail, and your sales lifecycle is longer and more involved? Or what if you haven’t introduced a CRM to your tech stack at all?

Kylee Carpenter from The Water & Carbon Group provides a good insight into how onboarding the right CRM at the right time is key. Recently working with Vaxa Analytics and Bespoken to define what a successful CRM looks likes, Kylee explains there are many considerations when implementing a new CRM strategy. 

“Essential in my book would be scalability to accommodate growth, an intuitive, user-friendly interface to support adoption, integration capabilities, and prompt tech support to deal with any issues or questions,” she says.

Kylee further confirms the right CRM ‘helps you be laser-focused with your marketing’.

No matter how you look at it, a CRM is a win-win in developing deeper relationships with customers, supercharging marketing efforts and equipping teams with the confidence to test and refine sale strategies. But as always, know what you need to know first with data that’s centralised, accessible and broad in outreach.

To learn more about choosing and optimising the right CRM for your business, get in touch with the team at Vaxa Analytics here and Bespoken here.  

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