CRM and Digital Marketing: How to work together?


Creating a successful digital marketing strategy requires that you always be aware and up-to-date to act quickly and more assertively. For this you need to know your customer well, all their anxieties and doubts to offer something with greater chances of conversion. Therefore, the partnership between CRM and marketing can be very beneficial.

In a sales process, it is important that you follow the entire purchase journey of your customer, just so you will be able to understand their desires and deliver the solution they need at the moment they can buy.

Within the sales sector, the most effective tool for having this control is CRM software. With it, you totally change the way you sell and always focus on the customer and their experience at all times. But how to use CRM and digital marketing together? If that’s your question, read this article to the end.

To work CRM and Digital Marketing together you need:

  1. know what a CRM is
  2. what are the features of a CRM
  3. how CRM and Digital Marketing work together

What is a CRM?

When we think of CRM or Customer Relationship Management, in a free translation Customer Relationship Management, we have two ideas, one referring to platforms and software and the other about the management method itself.

The methodology involves a process where the customer is placed at the center of the strategy. All decisions are made in order to improve his experience and enhance his chances of making new business.

If your company has several ways to serve your customer, the CRM will be responsible for uniting them all in one place.

So if the customer calls, sends an email or a text message, you can record all these interactions in the same place and create a history for each customer.

This makes it possible for any employee, from any sector, to access this information and know that customer’s entire purchase journey so far.

This facilitates and speeds up the decision process, since everything that is known about the customer until then is available to those who serve him, minimizing the chances of errors and speeding up the next step.

If you know, for example, that the customer has already done a demo of the system your company offers, the salesperson doesn’t need to bother you with it again and he will have a real feeling of being well served and of being important to that company. company.

Why is it important? 61% of consumers say that being well-served is more important than the price or quality of the products.

In case you are still lost about what a CRM actually is, check out this video that explains in a very simplified way the basics for you to situate yourself.

How does a CRM work and what is it for?

CRM features are very varied, each company can offer you more or fewer tools, customization possibilities, among others. However, the main role of CRM is to improve the relationship with your customers and you achieve this in several ways, such as:

Unified database

The unified database is something very valuable in the CRM relationship for digital marketing. Something that makes it much easier for both the sales team and the marketing team is to have all the information about customers in the same place.

When you join all the data and records of customer interaction in CRM, these two sectors can act with less chance of surprises along the way and deliver the most up-to-date and complete service possible.

In addition, centralizing information also makes it easier for anyone who comes to serve this customer. With all the history available in the same place, he can direct the customer easily and quickly.

Preview the needs

Often a business opportunity arises in looking at your customers’ purchase history.

A simple survey can identify their purchase frequency and offer the product at the right time.

If he buys once a month, you can program the CRM to let you know when the deadline is near, and thus, send a new offer at the right time.

This is also true to offer more elaborate products and services and upgrades, thus increasing your customer’s purchase value.

Earning the customer’s trust

Even outside of the moment of purchase, CRM can be very useful for you and your business. This is because customers today are looking for an increasingly complete shopping experience, it is important to strengthen ties whenever possible.

That’s why, even if the customer is getting in touch with questions, complaints or interesting facts, it’s always important to register all this in the CRM and improve the customer experience.

If he has already contacted you to resolve any pending issues, the second contact has to be taking into account the first step, this generates value and shows proficiently that you care.

Also read: What is Customer Success: Roles, Benefits, and KPIs guide

CRM and Digital Marketing: Benefits of Working Together

Now let’s get down to business, how can CRM and digital marketing benefit each other?

CRM can bring many improvements to your business processes. Among the benefits of CRM for digital marketing are:

  1. Greater focus on the customer
  2. Understand the Purchasing journey and act assertively
  3. Task automation and experience improvement

Greater focus on the customer

CRM is by definition focused on the needs and desires of customers.

The digital marketing strategy is focused on finding the company personas who can benefit from the solution your business can offer, so it makes perfect sense to integrate them.

As many people have access to CRM it is possible to spread this thought of total customer focus, once CRM and digital marketing are aligned, the understanding of customers tends to be greater.

Understand the Purchasing journey and act assertively

Every customer, before closing a deal, goes a long way, starting with doubt, going through a problem that he detects coming from that doubt to the decision to buy with someone who can solve this problem, this is what we call a journey of purchase.

This journey can have more steps depending on the customer and the level of complexity and investment of your product or service.

If your goal is for the user to choose your solution, it is essential that you know how to act in all steps of the conversion funnel, for this:

  • understand what these steps are,
  • how the persona behaves in each of them,
  • where she looks for information,
  • what makes a difference in the choices.

A survey in your CRM can answer many of these questions, enabling the Marketing and Sales team to create more effective actions and campaigns and generate more business.

Task automation and experience improvement

Another point where CRM and Digital Marketing can benefit from being aligned is automation processes.

It is necessary to have a good idea about how your client behaves before automating some actions, otherwise, they will not be effective. For example, you can use CRM to identify:

  • the moments in the buying journey where it’s easier to predict movements,
  • where there are few variables and then yes, automate these processes.

We know that integrating CRM and Digital Marketing may not be so simple, but with a system that already integrates the main marketing tasks with a CRM, it can be easier. To understand how this works, we recommend reading the article, “ CRM and marketing automation: how to increase your results by putting together tools”. 

LAHAR is a marketing automation software that is already integrated with a CRM. This integration offers benefits such as:

  • increasing the efficiency of your sales team,
  • knowledge about the stage of each contact’s purchase journey,
  • qualification of the marketing lead before directing it to the commercial sector and much more.

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