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A Guide to CRM Marketing Campaigns

Customer response management (CRM) platforms are beneficial for businesses, and for many reasons. For example, CRMs can increase business revenue by 41% per salesperson.

But CRMs offer more benefits than just increasing revenue and expediting the sales process. CRM marketing campaigns can result in better initiatives to attract customers.

CRMs can gather essential information from leads and customers, allowing marketing teams to better target their audience. This information can be used toward several marketing tactics, such as email, content, and social media marketing.

Are you finding it difficult to win over customers? Try using your CRM as a marketing tool. Here’s your guide to CRM marketing campaigns and how they can benefit your business.

What Is a CRM?

First, let’s cover the basics. What exactly is a CRM system?

CRM software is a system of tools that organize, aggregate, and analyze customer information. Customers input their information in a variety of ways, such as different engagements in the customer funnel, by filling out forms, buying patterns, and interactions with customer service.

The data is stored in the CRM for future use. A CRM aims to develop better relationships with customers. With their data readily available, sales professionals can better cater to customer needs. This also results in smarter digital marketing tactics.

What Is a Marketing Campaign?

Great marketing is the foundation of revenue growth for businesses, from the smallest startup to the largest enterprise. In order to plan out your tactics and measure your results, you’ll need to create a marketing campaign.

Marketing campaigns incorporate different aspects of the marketing strategy that drive demand and sales to your business. While all marketing campaigns vary, most are multi-tiered and offer solutions that drive prospects through the marketing funnel.

A marketing campaign can be simple, such as focusing on one goal and channel. But marketing campaigns can also be complex, featuring cross-channel promotion, multiple tactics, and several small goals that reach one larger goal.

In order to better plan and manage their campaigns, businesses often use different technological platforms to aid their campaign. This is where a CRM comes in.

How Marketing and CRM Pair Perfectly Together

The modern marketer knows they can’t create an effective campaign without the use of technology. But there are multiple platforms available to marketers. Fortunately, a CRM is versatile. This one tool stores customer data and contact information, providing a wide range of advantages.

It provides benefits for both inbound and outbound campaigns, targeting customers at different stages in the funnel. That’s because many CRM functions, such as workflows, custom fields, and validation rules, can be applied to marketing campaigns.

You can also use a CRM for just about every marketing tactic. This includes email marketing, social media marketing, lead generation, and even event marketing.

Marketers can also use a CRM to measure different marketing metrics. This includes expected revenue, ROI, and individual projects from the start and end dates.

Why Are CRM Marketing Campaigns Important?

As stated previously, a CRM collects valuable customer information. This information is crucial for every marketing campaign. Collecting this data results in improved targeting, resulting in lead conversion. And this includes both new and existing customers.

What data is useful for marketing campaigns? Don’t worry, it’s not super sensitive customer information. Customer needs, the products they love, past interactions, and even your downfalls are all examples of useful data.

How Can a CRM Benefit Your Marketing Campaign?

CRMs offer many benefits to a marketing campaign. More CRMs are becoming advanced, resulting in a tech-savvy and more efficient way to gather customer information. Here are four specific ways a CRM can improve your marketing efforts.


Market segmentation is the process of dividing your target market into smaller and defined categories. These categories can include interests, demographics, locations, and needs.

A CRM makes this process easy. Most of this information is stored in the CRM. The more data stored in the CRM, the more opportunities the marketer has.

For example, personalization is a key marketing trend. You’ll be able to personalize messages relating to your customers and their behavior, keeping them in the sales funnel.

Your CRM can also predict customer behavior trends. You’ll not only be able to target your audience better but you can predict their actions, ensuring your marketing dollars are well-spent.

Focused Targeting

While a CRM holds lots of customer data, organizing that data is challenging. Fortunately, CRMs make focused targeting easy. A CRM can also organize your data so marketers only need the information that’s crucial to target their audience.

In addition, CRMs also identify profitable leads. That’s because CRMs track a customer’s behavior on their website and other marketing materials, identifying possible preferences. This not only improves prospect identification but can even improve the entire sales process.

Can View Your Results

You won’t know if your marketing tactics worked without studying the results. You can do this with a CRM.

A CRM takes out all of the guesswork from your strategy. They can identify which campaigns were successful and the results. With future campaigns, you’ll have great lead conversions with reduced marketing costs.

This way, marketers don’t need to start from scratch at the beginning of every campaign. The only difference with new campaigns is identifying the audience you’re targeting.

Personalized Tactics

As stated previously, marketing personalization is a major push. You can individualize your marketing messages. Since you’re targeting an audience that wants your products, you’ll achieve more success. This extends to new prospects as well as existing customers.

Personalization is also key for customer retainment. You can send them marketing materials that reflect their past buying habits and even knows crucial information, such as their birthday.

Even if you’re trying to attract new customers, basic information such as interests and needs can better grab the customer’s attention. You can use this data to create better marketing content that will convert leads into customers.

Since your marketing efforts already warmed up the lead, it will improve the sales process. The sales professionals will be able to better convey information, make suggestions, and shape the conversation to each individual customer.

Some other benefits of content personalization are stronger brand perception, improved response rates, and enhanced revenue.

Features of a Marketing CRM

While all CRMS for marketing vary in their benefits and features, most will encompass tools that aid in these channels:

  • Ads
  • Landing pages
  • Email marketing
  • SEO

There are more advanced CRM solutions that offer additional benefits. For example, there are CRMs that focus on marketing automation. They handle the busy-work for you, such as sending emails. This will result in more efficiency and you can use a human’s skill toward more important tactics.

How to Choose the Best CRM for Marketing Campaigns

Now that you know why a CRM is a perfect tool for marketers, you’ll need to know how to find the best CRM. Every business is different and you’ll need a CRM that aligns with your customers, products, and your goals.

Until then, follow our advice on choosing the best marketing CRM for your business.

Beginner-Friendly vs. Complex

Your experience with CRMs determines which one you should buy. There are simple CRMs that offer limited features, yet they offer incredible UI/UX and usability benefits. These are ideal for marketers who are new to CRMs.

If you have experience with CRMs and need to find a new solution tailored to marketers, you’ll want to choose a complex and niche CRM platform.

There are also companies that offer various CRM solutions, depending on the type of marketing you’re trying to achieve. Take a look at your strategy and what you need before choosing a CRM.

Who Will Use the CRM?

The average marketing team consists of many professionals, from specialists of specific channels to those who use their skills toward all forms of marketing.

You’ll also have to take other roles into consideration, such as customer service and sales. Maybe everyone in your business will have access to your CRM.

That’s why you should know who will use your CRM. When you define CRM usage by access and roles, you’ll be able to find a solution for your needs.

Marketing Channels

In addition to staff members accessing your CRM, you’ll need to take the exact channels you’re using into consideration.

There are different marketing solutions for various channels, such as content, lead generation, email marketing, social media marketing, text message marketing, and more. You’ll also want to consider specific benefits, such as automation.

What if you plan on using the CRM for multiple channels and functions? You’ll want to find a solution that’s optimized for cross-channel marketing and other tactics such as sales.

Choose the Best CRM for Marketing

Now that you know how to create the best CRM marketing campaigns, it’s time to choose a CRM that aligns with your marketing goals. While there are many CRMs out there, very few companies offer diverse solutions for marketers and sales professionals.

Until now. Sureshot offers three different CRM solutions that target different needs and goals. Whether you need to automate your strategy, personalize your marketing initiatives, or optimize your campaign for cross-channel marketing, we offer it all.

Contact us today to book a demo.