5 must-have features for a marketing CRM

A good marketing CRM will automate marketing processes and manage all customer data, no matter how much of it you have. It makes it far easier for organizations to control customer information, managing relationships and marketing campaigns both in the office and when on the road.

The right CRM will bring with it many marketing automation benefits, including being able to track and measure all customer marketing and sales activities.

What CRM features are important to a marketing team?

With so many available CRM features it can be hard to find the ones that are most important, we’ve narrowed down a list of just five features:

  1. Campaign builder
  2. CRM integrations
  3. Social media integrations
  4. Mobile app
  5. Marketing analytics and data manager

1. Campaign builder

This is essential if you are not going to lose track of the marketing processes. No business wants a sales forecast that is inaccurate. A campaign builder facility will show you where leads are within the sales pipeline. If your CRM comes with a digital whiteboard, it will lay out every step of the marketing process, enabling you to track and even integrate with other marketing or sales software.

2. CRM integrations

Another must-have is for your CRM software to integrate with sales.  With both being similar, the sales element of the CRM can help fill in the gaps, providing an all-encompassing view of who customers are, what they are looking for and what needs to be done to improve sales. With a CRM that deals with both sales and marketing, you will be able to see how clients have reacted to CRM marketing campaigns and what conversations took place, logging new data into the system in real time.

3. Social media integrations

This should be an easy one as nearly all marketing CRMs come with social media integration.  Things that you did manually before will be automated, taking care of not only blog posts but outreach that involves Facebook, Twitter, LinkedIn, and all the other popular social media platforms. When you are involved in other tasks, your social media postings will keep working away in the background. Scheduling features will enable you to keep control, preparing posts and blogs to be uploaded when you want and maintaining continuity of your presence.

4. Mobile app

Your marketing CRM needs to have a mobile app so that everyone working remotely can log in.  Your CRM mobile app will enable you to check and reply to emails, share posts and update customer data whilst on the move.  This is invaluable for marketing or sales team members that need to look at a customer history before going to see clients.

5. Marketing analytics and data manager

Say goodbye to inaccurate and missing data that is badly organized with this function.  Your software should be able to completely automate data collection, collecting it as it comes in and organizing it along with existing data. Not only will it be easy to find but also easy to analyze.   Ignore incoming data at your peril as sales forecasts will be wrong and any goals you set will be misleading.

Marketing automation tools, such as those provided by your marketing CRM, will aid the ability to segment and analyze customer data. Whatever the size of your business, with the right software in place with all these must-have features, your customer relationship management will be expertly taken care of. 

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Jane Tareen

About the author…

An MBA-qualified professional, Jane specializes in all kinds of copywriting and creative content production. With many years spent working in advertising and publishing, she is also skilled in editorial production and proof-reading. Whilst writing, she has a constant companion in the form of one very large Fox Red Labrador!

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Jane Tareen

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