{"id":49489,"date":"2021-05-11T17:36:00","date_gmt":"2022-10-18T17:36:56","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=49489"},"modified":"2023-03-09T21:22:35","modified_gmt":"2023-03-09T10:22:35","slug":"crm-101-a-guide-for-marketers","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/au\/blog\/crm-101-a-guide-for-marketers\/","title":{"rendered":"CRM 101: A Guide for Marketers"},"content":{"rendered":"\n

As digitisation continues to accelerate at pace, marketers can no longer apply a \u201cone size fits all\u201d approach to customer engagement. To fully understand their needs and deliver tailored interactions, marketers must have a cohesive and comprehensive view of their customers.<\/p>\n\n\n\n

With customer relationship management (CRM)<\/a>, marketers can create the seamless, connected and personalised experiences their customers expect at every stage of their journey. <\/p>\n\n\n\n

Here we explore how cloud-based CRM technology should be a critical ally for every marketing team.<\/p>\n\n\n\n

What is CRM<\/h2>\n\n\n\n

With CRM<\/a>, businesses can collect, store and view all their customer data in one place using cloud technology. That might include the basics like phone numbers and email addresses, along with records of their interactions with the business across every platform, insights into their preferences, and where they are at in the customer journey at any given moment. Think of it as a complete, 360-degree view of your customer. <\/p>\n\n\n\n

With that unified view, you can manage your relationship with your customers or prospects more effectively, so every interaction counts. Teams can work collaboratively, accessing real time updates to ensure every communication is informed and relevant.<\/p>\n\n\n\n

How marketing teams can use a CRM<\/h2>\n\n\n\n

Marketers can use a CRM to see exactly where every opportunity or lead sits in the pipeline. At any given time, they have a complete picture of what information a customer has received, what messaging is relevant to them and, sometimes more importantly, what messaging is not relevant to them. With customers more demanding than ever of personalised experiences<\/a>, bombarding them with irrelevant content is a sure fire way to lose them.\u00a0<\/p>\n\n\n\n

The insights available to marketers via a well maintained CRM software mean they can move away from the cookie cutter campaigns of the past and deliver the finely tuned and tailored messaging that today\u2019s customers will respond to.<\/p>\n\n\n\n

What CRM looks like in action<\/h2>\n\n\n\n

With a CRM marketers can:<\/p>\n\n\n\n