CRM Software Explained

Customer Relationship Management systems (CRMs), whether cloud or on-premise, serve as a central repository for customer data, facilitating cross-departmental information sharing and analysis. This enables businesses to leverage data-driven insights for personalized customer experiences, streamlined communication tracking, and optimized sales strategies, ultimately fostering customer loyalty and business growth.

What Is CRM-Powered Marketing?

CRM marketing is a targeted marketing approach that leverages the data stored within a CRM system to enhance marketing effectiveness. It involves using customer information, like contact details and interaction history, to personalize marketing campaigns, such as email outreach. This tactic fosters stronger customer relationships, leading to increased lead generation, higher conversion rates, and better revenue.

Types of Data CRM Software Collects

Essentially, CRM systems collect many different details about customers to create a complete picture of them. This info falls into three main categories and helps businesses make customer interactions more personal and build better relationships. The list of categories includes the following:

The CRM tool allows merchants to get to know their customers more deeply, helping them understand their desires. By satisfying the needs of their clients, sellers foster customer loyalty, minimize churn, build a strong brand reputation, and attract more potential purchasers.

Advantages of CRM Data-Based Marketing

It is clear that an advertisement, backed by CRM data, is more efficient than one that isn’t, as a CRM system allows merchants to understand clients’ needs better and launch a marketing campaign that fits their expectations. But what are the other benefits of CRMs like Germius for marketing? Let’s explore them.

Thus, leveraging data obtained by CRM software to launch marketing campaigns is definitely worth it. Below, we will explore the strategies of a CRM system used in advertising, so you can better comprehend CRM marketing.

Examples of CRM Marketing

CRM marketing sounds excellent theoretically. But what are the real examples of CRM systems used in product promotion? Here, we present several CRM marketing strategies you can try in your company to enhance the quality of your advertising campaigns.

Personalized Email Advertisement

As CRM systems collect personal client information, merchants can divide their audience into separate groups based on the obtained data. The groups might be defined by age, gender, occupation, education level, interests, and purchase history of the users. For instance, subscription services can promote student membership to clients who, according to data, attend the university. This division will allow tailoring advertisements to a specific group's potential needs, enhancing the success of product promotion. Moreover, a personalized approach will help clients feel valued, nurturing their loyalty. 

Action-Triggered Marketing

The event-triggered advertisement involves automated product promotion, based on the clients' actions. For example, by analyzing customer data through CRM, merchants can observe users who weren’t active during the last month and implement automated promotional messages to re-engage such clients with the brand. The milestones of the purchase process can also trigger such marketing; for instance, clients may receive additional product offers tailored to their preferences before reaching the checkout page, or receive an email if they leave their cart full without proceeding with a purchase.

CRM Data-Based Cross-Selling

Collected by CRM systems data can create additional chances for cross-selling. Based on the information about clients’ demographics and purchase history, merchants get a chance to promote complementary products that fit the customer’s preferences, potentially increasing the revenue from the client’s purchase. Moreover, CRM powered advertisement also gives more opportunities for upselling: based on the records of the user’s interaction with a brand, sellers can promote upgraded membership or premium products that align with the customer’s needs. This strategy allows ecommerce merchants to increase their revenue without missing any potential profit opportunities.

Account-Based Advertisement

This CRM marketing strategy is excellent for promoting products to VIP account users. Based on purchase history, previous interactions, and wish lists, merchants can create tailored marketing that suits the potential desires of specific clients. By treating high-value customers as a separate market, sellers can enhance the VIPs’ level of satisfaction with their services and enhance sales within the high-value clientele segment, gaining more profit. This strategy also works for companies with a limited client list that provide exclusive luxury products.

Messaging Advertisement

It is not rare for brands to communicate with clients straightforwardly, offering support and promoting products through automated messaging and live chats. By containing communication data within CRM systems, merchants can get a unified view of customer interactions, helping to deliver informed responses and a smoother experience as they move from marketing to sales. This way, sellers obtain another opportunity to increase revenue, while enhancing customers’ shopping experience. As CRM collects users’ feedback, merchants can also see whether their promotional campaigns were successful. Based on information delivered by CRM software, sellers can make necessary improvements to keep or increase the level of customer satisfaction with their services and launch better advertising campaigns.