8 key features of CRM marketing in your company

From campaign management to the newsletter tool: We take a look at the most important marketing functions of CRM software.

Anyone who believes that CRM software is only there to manage customer data is more mistaken today than ever before. In recent years, CRM systems have developed into broad software solutions that go far beyond customer management.

Especially for marketing, modern solutions offer numerous functions that have the potential to advance this entrepreneurial field. At this point, we would like to clarify in more detail how CRM software supports marketing in concrete terms and what benefits can be derived from it for your company.


Areas of application of CRM software

CRM software systems are usually made up of various modules, each of which covers a specific task area in customer relationship management. Thus, in addition to marketing, the following modules are often found in modern CRM tools:
  • Call center
  • Contact management
  • Customer Service/ Customer Support
  • Reports/ Reporting
  • Distribution/ Sales
  • Project management
With targeted analyses of customer data, new insights into customers and their buying behavior can be gained. This benefits not only the sales department, but also the marketing department.

The modules listed here contain many different functions that perform specific tasks. Not every company needs all of these modules at once, while other companies require many more.

A look at marketing

Let's first take a look at marketing in general. The understanding of marketing has changed a lot over the years. While from a historical perspective it was primarily about operationally influencing purchasing decisions (primarily using the infamous marketing mix), in the 21st century it has evolved into a concept of market-oriented and, above all, holistic business management.

Inbound marketing

In the course of this development and the increasing digitalization of numerous areas of life, inbound marketing also takes a different position today. Especially in the digital environment, it is about being found by customers instead of proactively approaching customers yourself (outbound marketing).

Marketing CRM

But how and, above all, in which areas can CRM software support companies in 21st century marketing? Let's now take a look at the individual functions and areas of application of marketing software.

Campaign management

Campaign management covers the planning, execution and analysis of marketing campaigns. With the help of campaign management in CRM, all marketing campaigns can be planned, implemented, controlled and monitored centrally in one solution, regardless of their channel.

With the help of important KPIs, the success of ongoing campaigns can be monitored. If the hoped-for results are not achieved, the appropriate adjustments can be made quickly. Best practices and insights from old campaigns can be transferred to new campaigns.

Cross-channel, multichannel and omnichannel marketing

Today, it is important to address and reach customers in a wide variety of ways. Whether advertisements in magazines, ads on social media or search engines, e-mail campaigns or even via mail. The possibilities are much more diverse today.

Cross-channel marketing

At the same time, it is important to keep track of all these channels and select the perfect channel for each customer. This function makes it possible to optimally manage all measures across multiple channels. In cross-channel marketing, the channels are considered in combination.

Multichannel marketing

Cross-channel marketing should not be confused with multichannel and omnichannel marketing. Multichannel marketing describes a marketing strategy in which several channels are considered individually.

Omnichannel marketing

Omnichannel marketing can be seen as a further development of cross-channel marketing. The focus here is on the customer and his relationship with the provider. The aim is to break down boundaries between the offline and online worlds (cf. atropim.com, 04.04.2023).

Dynamic content

It is becoming increasingly important to address customers individually. This applies to e-mails, to mailings, but also to once static content, such as texts on a landing page. If a visitor calls this up, the system can match the ID with the system and adapt the content accordingly. In this context, we speak of dynamic content.

Dynamic Pricing

But not only (website) content can be dynamic in the age of digital transformation. Dynamic pricing, for example, refers to a pricing strategy in which providers adjust their prices to the current market situation. In the field of e-commerce, this is nowadays largely automatic. For example, real-time data from other marketplaces is included.

Event management

Many companies organize events from time to time - be it for the presentation of new products or for customer loyalty, etc. From the recruitment of visitors to the follow-up of the event, a CRM solution supports the entire event management process on the software side.

Measurable success

Invitations can be personalized, visitor numbers can be tracked, and reminders can be sent automatically. Finally, the success of the respective event can be evaluated on the basis of previously defined KPIs.

Corporate Identity Management

Corporate identity is a particularly important field for companies today. With this function, it can be managed holistically. It ensures that the corporate identity is applied consistently to every measure and every application. Modern CRM solutions offer numerous personalization options to ensure a consistent appearance to the customer at all times.

Loyalty programs

Customer loyalty is a central goal of customer relationship management. Companies use loyalty programs to reward customer loyalty, for example by offering discounts on future purchases or issuing vouchers.

Loyalty programs in retail

CRM software can be used to optimally manage all measures at this point; from the selection of customers to the success of the respective measure. In stationary retail, it must also be ensured, for example, that the respective POS system supports loyalty programs such as customer cards.

Mail campaigns and newsletter tool

Today, e-mail marketing is an important marketing tool. But here, too, customers must be addressed individually and advertised with individualized content. Countless e-mails with advertising content are received every day.

It is important to stand out. At the same time, care must be taken to ensure that a customer is not overwhelmed with advertising. There are various solutions for all these problems in this function.

Integrated newsletter functions or connected solution

The same applies to the use of an integrated newsletter tool. Although not every CRM software also supports newsletter functions, corresponding tools can usually be connected via an interface. If a newsletter is maintained, it is advisable to pay attention to whether potentially suitable solutions can be connected when looking for suitable CRM software.

Marketing automation

Many marketing tasks can be automated with the help of CRM software. From the individualization of email campaigns to the frequency and evaluation of campaigns. With marketing automation, many processes can be automated, leaving significantly more time for creative work.

SMS marketing and social media campaigns

CRM software also makes it possible to run campaigns on popular social media platforms and monitor them in the system itself. In this way, postings can be planned and published on several platforms at the same time. The inclusion of social networks in the CRM strategy is also referred to as social CRM.

Cloud or local?

However, it is not only in terms of the range of functions that CRM systems differ from one another. There are also massive differences in terms of the licensing model on which the systems are based. The following models can be found on the CRM market:
  • Cloud CRM,
  • On-premises CRM,
  • Hosted and
  • hybrid.
Classically, a company purchases the software from the provider and installs it on its own servers. This variant is known as the on-premises model. On-premises means nothing other than "on the company's own premises" and refers to the location of the server on which a system is hosted.

Cloud increasingly popular

In recent years, the cloud computing model has appeared in many areas of enterprise software. For example, it is possible to obtain CRM software from a cloud via the Internet. Own servers are not necessary for this and also the maintenance of the system is omitted on the provider.

The disadvantage is that the data leaves the company and is stored on the servers of a provider that may be located in another European country. Ultimately, the decision in favor of a variant depends heavily on the company's own IT infrastructure and the goals to be pursued with the CRM software.

Finding the right CRM software for marketing

If you are looking for CRM software for marketing, you can use the CRM comparison tool to filter specifically for systems with the functions or modules listed above.

To do this, simply select the functions you need in the side menu under the "Marketing" category. Based on your search query, you will then be shown suitable systems from different providers that include these functions.

Conclusion: Improve marketing with CRM

We have seen how the Marketing module within CRM software can make advertising activities much simpler and at the same time more individual. Many automations make processes much more efficient, which ultimately saves direct costs. But that is not the only advantage.

Resources for creative work are freed up and the measures can be measured much more precisely with the system. This means that efforts can be controlled much better at this point. The evaluation of historical customer data in the CRM system also provides a better view of customers' wishes and needs. Marketing and sales thus move closer together and are better coordinated.