CRM: A Marketing Necessity

By Erika Sommer, Content Writer at PipelineDeals

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When putting together a technology stack, marketers and advertisers tend to overlook Customer Relationship Management (CRM) software. Why? It’s thought of as being more of a sales tool, than a platform to help marketing professionals.

But the truth is, a CRM is a valuable tool to have in the marketing sector. From helping to store and organize client projects and information, to nurturing relationships and growing new business, a CRM helps you manage and organize your current customer base, all while growing new business.    

So how exactly do marketing professionals use a CRM? Through market research, as well as customer testimonials and reviews, we were able to get a feel for how this industry utilizes the platform, and how they benefit from it.

We found that in the marketing services world, a CRM has many different use cases, but its most commonly used for tracking and managing leads, organization, as well as business forecasting.

We’ll discuss how these professionals use the CRM for these purposes, but for a more detailed account, make sure to check out our Why CRM for Marketing and Advertising eBook.

Tracking and Managing your Leads and Clients

A CRM has many functionalities, but tracking and managing your leads and clients is the baseline for creating a trusting customer relationship. By understanding where your leads are coming from, you’ll get a better sense of how to market to the right audience.

And once you turn that lead to a client, you’ll need to maintain that relationship. A CRM, provides you with a place to store your customers, relationships, and interactions with them in one convenient, easily accessible database.

From there, you’ll get a broader view of your client interactions, which will help in determining how to develop relationships with them.

CRM Aids in Organization

Because a CRM provides a centralized location to store lead and client information, it creates a sense of transparency across the team.

Creative agencies come with many moving parts, and departments are often juggling multiple projects. With the visibility of the CRM, you’ll be able to see what different departments are working on, allowing you to properly allocate projects and roles appropriately.

A CRM brings organization to the team, which is necessary in an industry as diverse as marketing services.

Transparency Allows for Business Forecasting

With the transparency of the CRM, you’ll be able to track deals from start to finish, allowing for better business predictions.

You’ll be able to see how many leads have been generated, deals created, and projects in the works, giving your team perspective on the health of the company, as well as how to plan for the future.

In Conclusion

A CRM is just as valuable for marketing services professionals than it is for any other industry. With an industry full of diverse roles, it’s important to have a central database that allows for organization, visibility, and forecasting.

To learn more about why a CRM is key in the advertising and marketing industry, check out our Why CRM for Marketing and Advertising eBook.