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CRM para Marketing

1500x844 gerencia conocimiento 23 11 2021 Marketing
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CRM | Software para equipos de Marketing

Un CRM es un sistema imprescindible para un equipo cuyo cometido es crear leads para los equipos de ventas.


El cometido del departamento de Marketing consiste en la creación de prospectos, la interacción de los mismos para prepararlos para la compra y el suministro de los prospectos preparados al equipo de ventas.

Para la creación de prospectos, Marketing debe definir su perfil de cliente ideal (en este caso empresas) a efectos de crear la base de datos de prospectos de la empresa y el perfil de comprador en función de las figuras de decisión a las que apunta su estrategia.

Una vez generados esos prospectos, debe interactuar con ellos a través de redes sociales como Linkedin y campañas de email, a través del sitio web, donde centraliza sus contenidos y convierte visitantes en leads, así como utilizando herramientas de marketing conversacional como bots de chat, páginas de destino y formularios.

Proceso de venta

  1. El proceso básico que sigue Marketing, para cumplir estos cometidos, es el siguiente:

    A- Creación de leads

    1. Creación de contenidos: útiles y educativos que atraigan potenciales clientes y permitan crear relaciones de valor para la empresa
    2. SEO y SEM: estrategias de optimización de los contenidos para los motores de búsqueda, tanto en forma orgánica como pagada (anuncios de búsqueda)

    B- Interacción: Nutrición de leads

    1. Social Media Marketing: gestión de los perfiles de la empresa en las redes sociales para crear audiencias, interactuar con ellas y prepararlas para la compra
    2. Email marketing: interacción personalizada con los prospectos, con posibilidades de automatización

    C- Conversión: Entrega de leads a ventas

El CRM y los procesos integrados

Por las propias características de un sistema CRM, todos los datos vinculados a Marketing, Ventas y Post-Venta, quedarán integrados en la plataforma, permitiendo un flujo armonioso de la información vinculada con la gestión de relaciones con los clientes y generando un registro automatizado de las mismas.

Normalmente un CRM dispone de potentes integraciones con herramientas útiles como Google Calendar, Google Meeting, email y más.

Este entorno de trabajo, digitalizado, integrado y (variablemente) automatizado ofrece un sistema de gestión de los procesos comerciales y, en general, de la relación con el cliente, ostentadora de una eficiencia, una eficacia y una calidad superlativas.

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    How to use CRM in my marketing strategy

    How to use CRM in my marketing strategy
    You go out
    Daniela Rivero

    Table of Contents

    When we talk about  marketing CRM , one of the great advantages of implementing this digital marketing tool is that we can  measure and obtain a large amount of data .

    Data is one of the most important elements of  inbound marketing strategies  today, as it allows us to create and develop strategies based on customer data and their behavior.

    This information is useful not only to provide better service, but also allows us to improve the sales process. That is why many inbound marketing strategies include the integration of a CRM tool.

    If you want to know how CRMs are used in a company, then this article is for you, as we will tell you their definition, characteristics, and benefits, among other things.

    What is marketing CRM and what is it for?

    Customer  Relationship Management (CRM)  , as its name indicates, is a software that has the purpose of keeping a record of the customer’s actions  and, depending on the development of the same, , you can follow the customer throughout their entire Buyer’s Journey.

    That is, a CRM is a customer-oriented tool that allows you to monitor the interactions that the customer has with the brand or business. From the moment you contact our website, to when you close a sale or become a frequent customer.

    The CRM serves as a database, where we pour all the information of the process, and more than serving us to have a contact agenda, it is responsible for providing us with data on how our leads—or clients—behave, which is very helpful. Useful to create strategies, or to improve those that are already implemented.

    Because of this, having a CRM as part of your inbound marketing strategy is a step that you should consider, since it will not  only help you keep track of your leads and clients, but it will also help you see in what area or level of your strategy you are failing ; What elements are preventing your leads from becoming customers and what type of leads or buyer persona are you attracting to your website or company.

    Although a CRM can help you align your sales with your inbound marketing strategy, our recommendation is that you choose one that matches what you are looking for and your budget.

    In our article on the  best tools for inbound marketing , you can appreciate their characteristics and choose which one best suits you, either because of the aspects it offers – such as measuring the entire buyer’s journey – or because of the statistics it offers. or for the price of the tool.

    Inbound automations with a CRM.

    A CRM can help you better understand your customers, close more sales and create strategies focused on your customers.

    How is CRM implemented in a marketing and sales strategy?

    Now that you know what a CRM is and what it is for, it is time for us to focus on how we can make it part of our inbound marketing strategy.

    1. Use CRM for a higher return on investment

    Regardless of whether the company is large or small,  when we make an investment the objective is that it fulfills and brings us more benefits and profits , especially when it is an online tool.

    Many entrepreneurs still refuse to invest in software that can help them increase their sales, since they do not trust online strategies.

    We always tell you that there is a false belief that, just by having a Facebook page and profiles on other social networks, you are already doing inbound marketing, and the reality could not be further away, because with this you only achieve presence. on the internet and there is no real methodology.

    Although the most important thing is that you choose a tool that suits your needs—both economic and the objectives of your company—  investing in a CRM is a possibility that you should consider if you want to make your marketing campaigns more effective and improve the way in which your company interacts with its customers.

    With a CRM you can know which campaigns or actions are working and which are not. You can measure the results, obtain information to create specific profiles of your potential client and thus create campaigns designed for them. You can even keep track of your clients and make them frequent.

    In short, with a CRM you will know which other strategies to invest in and which ones no longer work for you, and thus increase your conversions from leads to sales closures.

    Implementing a CRM in your company efficiently guarantees increasing your profits.

    Here we tell you how you can calculate the ROI when you apply a marketing strategy:

    2. Use the specific information obtained to improve your processes

    As we mentioned in the previous point, data is very important, and even more so when it comes to e-commerce.

    Companies are looking for ways in which they can predict the behaviors of their consumers to create strategies that help align them with their sales, that is, that they go hand in hand and are 100% effective.

    A super clear example is Netflix; Have you noticed that they recommend things to you based on what you have consumed? Of course, because if you liked Stranger Things it is very likely that you will be encouraged to see Dark.

    And it’s not just because Netflix wants to give you a better service, but so it can focus on creating or taking care of the content it offers to its customers, so perhaps it doesn’t put so much effort into creating a marketing strategy for Dark —because it has a greater visibility thanks to Stranger Things—but some new series.

    Although this is more related to the implementation of artificial intelligence than a CRM, it actually works in a very similar way. In fact, we have already told you how to also implement it with  chatbots in your e-commerce .  

    Implementing a CRM helps you measure results.  The data that the tool offers you is not just for us to admire; It is information that will help us improve our marketing strategy and other company processes.

    There are CRMs that serve to create specific profiles of the people who visit your website, and this information is super valuable, since it tells us where they come from – if they Googled our name or clicked on an ad on Facebook -, and what they do. what they are searching for on your page, or when they became interested in your product or service.

    This could help you find the gaps where you are losing leads or potential clients, as well as locate the areas where you should focus all your efforts.

    It is possible to detect problems, such as your weakest point being not having an online store, or your website simply not having the correct information for your prospects.

    Imagine that you are Netflix and you want to offer programs to your subscribers. A CRM will help you predict the behaviors of your buyers, where they come from, where they are going and what strategies to implement so that they become your customers.

    Netflix Suggestions.

    In this screenshot you can see how Netflix makes its suggestions.

    3. Take advantage of its functions to improve communication between your teams

    Having a tool shared and available to your team can save you a lot of problems in the area of ​​communication.

    With a CRM you will have a tool that allows you to unite both your marketing team and your sales team so that they can coordinate without any problem. Plus you can monitor what your leads are doing and how they are doing.

    This allows you to create reports focused on contacts and, as we told you at the beginning, discover which type of strategy works better than the other when making sales.

    Another advantage of having a CRM tool shared with your sales team and your marketing team is that they can work to meet their objectives and avoid making double efforts.

    Companies that do not coordinate the objectives of all their teams are destined to not achieve maximum efficiency.

    A CRM allows you to see the bigger picture, that is, you have all the information through data and tracking to know where you are failing, what is working; and with this you can make both of your teams coordinate to avoid wasted efforts.

    In this episode of our podcast, we talk precisely about how to measure the performance of marketing and sales teams:

    Imagine the following situation:

    1. The objective of your marketing strategy is to increase your profits, and for this your marketing team has designed an inbound marketing strategy that allows you to attract leads with the creation of content, pay per click, etc. On the other hand, your sales team is also interested in increasing closings.
    2. However, for the sales team, the marketing team may not be making the right efforts because they do not see quick sales; So they decide to carry out their  sales strategy  on their own, without knowing that in reality behind your inbound strategy there are quite a few leads that are being nurtured, so that they are then delivered to the sales team and they finish making the conversions. .
    3. Both teams are interested in increasing your profits, but if one does not know what the other’s process is like, then there is no way to optimize it and participate in it.
    4. As a result, your marketing strategy is less likely to work, wasting your teams’ efforts and working double duty.

    A CRM helps you optimize and automate those efforts and make them count even more. Additionally, you can create common strategies to make your efforts even more effective and powerful.

    4. Capture, nurture your leads and close more sales

    Leads are those users who are attracted to your site, company, or brand. A CRM helps you get better leads by automating the process.

    While it is true that obtaining a lead is already a profit, the truth is that the more information we have about it, the easier it will be to know how to help make a conversion.

    A CRM is a tool that allows you to obtain information from your contacts, for example, with a form. Remember that there are different types of CRMs, some do not have these functions, others even allow you to create landing pages and design them.

    Others also allow you to integrate your social networks to more easily manage your social media strategy and better fit your inbound marketing strategy.

    Having a better quality of leads allows you to increase the probability of making successful conversions, and also know how to nurture them so that these conversions are made.

    The “trick” is to be able to feed those users until they are ready to become our customers. The important thing is that we give them the information they need so that we make this process easier, faster and more effective.

    Part of this process is achieved with an email marketing strategy, by sending the right emails to the right people.

    Therefore, it is very important that you apply good CTAs (call to action) on your pages. In this infographic we give you some advice in this regard:

    CTA infographic for email marketing.

    It is obvious that a lead who came to our website because they saw a Facebook ad should not be nurtured in the same way as a lead who came through the recommendation of a friend to whom we gave the same service, or one who used Google to search a specific service and we showed up.

    A CRM is responsible for analyzing which field these leads belong to and segmenting them, so that you can direct your efforts, as well as create and apply strategies that allow you to nurture them in the best possible way.‍

    Learn more features of the CRM and its functionality in:  how to generate new leads with your CRM?

    A CRM allows you to know how to nurture your leads and take care of your customers. It also allows you to know which strategies are working and which are not.

    Furthermore, a CRM not only allows you to keep track of your leads until they convert. An important element in these platforms is that they allow you to “take care” of those leads that became clients, so that you can continue nurturing them and keeping an eye on them.

    Remember that there is no better advertising than word-of-mouth recommendation  and what better way to automate this process with the implementation of a CRM.

    Customer-focused strategies

    Now you know what a CRM can do for your marketing and sales teams, and how it can help you increase your profits and improve the quality of your leads. Don’t forget that the most important thing is to keep up with the needs of your company, and that this investment must be used to the maximum.

    Avoid using a CRM to have a digital directory of your clients; Get the most out of this tool by using the information you obtain from it to create better sales opportunities, make your campaigns more effective, improve your customer service, and increase your investment where it needs to be increased: on your website, in your Facebook ads or content creation.

    A CRM is a weapon that, used well, can be what makes your business stand out from the competition , while giving you the best opportunities to increase your profits and make your investment return.

    Do you want to learn more about marketing and sales? You can read our articles on the  differences between CRM and ERP , marketing books that you have to read.