How to get the most out of your CRM in Marketing

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In this blog, we will walk you through how to get the most out of your CRM in marketing. CRM has the potential to supercharge your marketing efforts, providing invaluable insights into your customers’ interests, personalities, and purchasing behaviours that can help turn your repeat customers into brand evangelists and start connecting with new prospects who will most likely love your offerings.

Unfortunately, many businesses, both large and small, are under-utilising their CRMs in their marketing execution. Don’t be one of them!

Learn from analytics

CRM reporting can help you analyse customer trends and behaviour. So, for example, if you notice a spike in demand for certain products and services during the holidays, you can be more aggressive in pushing them out the following year. Likewise, suppose specific email campaigns were more successful than others, e.g., higher open rates, click-through rates, and potential customers. In that case, you can understand what elements were responsible for that success and try to replicate them the next time you send a newsletter.

Customer data should also be used to shape sales and marketing tactics. For example, a salesperson who already knows the client’s name, location, and preferences can deliver more targeted sales pitches and a better chance of closing a deal. The point is this: If you’re not learning from your data, your business growth will not be meeting its potential.

Always update customer information

A CRM system is only effective when the data it provides is current and accurate. For example, suppose the customer’s email address, company name, or preferred contact method has changed. In that case, your staff should update the information immediately, so your sales and marketing teams are always equipped with the correct information and will know how to respond accordingly.

Collecting missing data from customers is also a great opportunity when your customers interact with members of your organisation.

Utilise tagging

Being able to access all your customers’ relevant data within your CRM is an excellent first step for customer facing employees to be better prepared for customer interactions and improve your ability to resolve issues quickly and efficiently. However, you’ll start to see genuinely improved return on investment when you use that data to personalise and tailor your marketing content within your campaigns and sales conversations. For example, use grouping, tagging, and segmentation to send meaningful and personalised content to your contacts.

The following may be some tags for you to consider within your CRM:
• Vertical market – e.g. manufacturing, health and social care, technology etc.
• Customer segment – e.g. consumer, small business, enterprise
• Decision Maker
• Influencer
• Size of organisation
• Department
• Areas of business interest
• Other key contacts

For more on customer segmentation take a look at our Using customer segmentation to get the most out of your CRM blog.

Integrate your CRM with your website and landing pages

You can learn a great deal from studying user behaviour on your website. For example, imagine one of your contacts views your “pricing” page three times in a day but soon forgets about your product and continues researching competitors.

By contrast, imagine you’ve set up your CRM to send an automatic follow-up email to users who repeatedly visit your pricing page or flagging this information to a sales agent for a follow-up call.

Using segmentation data from your CRM to tailor personalised emails can drive customers and prospects to tailored landing pages on your website, giving specific offers appropriate to that segment for them to purchase.

Behavioural data serves another purpose; it helps you understand which components of your campaigns are working and which aren’t. Therefore, studying bounce rates, average session time, click-through rates, page views, and pages per session will help identify improvement opportunities.

Create a drip campaign

Use the data in your CRM to create customised email drip campaigns based on your subscribers’ unique interests. For example, if you’re sending out a newsletter to all contacts, make a note of how they respond. Who’s opening your emails, and who’s clicking and what are they clicking on? Then, target those leads with a middle or bottom-funnel email drip campaign to move them down the pipeline from prospect to customer. This data can also sit within your CRM so that customer service or your sales teams can see what emails have been sent and opened, giving them a sale or upsell opportunity.


Hopefully, throughout this blog post, we have demonstrated some of the ways how you can get the most out of your CRM in marketing. As a result, you can gain invaluable insights into your customer base, and you can convert leads and retain loyal customers, be it a small business or an enterprise.
Get started with ViewPoint CRM by talking with our team today.