Inbound marketing and CRM are like strawberries and cream: they are made for each other. As you already know, inbound marketing is based on attracting and retaining new users with the aim that they become loyal customers of the brand. But if you don't have the right tools, this process can become very complicated to manage. For this reason, the CRM is essential to put your leads in order. Do you want to know in depth the benefits that the Hubspot CRM can bring to your team? Click here and register for free to our complete training. Inbound marketing the importance of CRM in a strategy Let's start at the beginning: what is CRM?
CRM (acronym for Customer Relationship Management, customer relationship management) is a software that is responsible for storing and centralizing all interactions of a customer with the company . Thus, the CRM contains a profile or record of individual email list each user who has come into contact with the company, with their basic data and information on the different actions they have carried out throughout their life cycle. Using a CRM allows us to: Store customer and lead information in an organized and centralized manner , so that all company departments can access it if necessary. Perform coordinated customer service , since we can see the entire history of a customer in a centralized place, regardless of who handles your request. Detect leads that are ready to become customers. Detect clients that have not interacted with us for a long time and that we are interested in recovering.
Advantages of using a CRM in your inbound marketing strategy Automate lead management . We may have a file of all users who have contacted us, their interactions and their interests. Based on this information, we can configure automatic actions, for example, sending emails at certain points in the process. Centralize all information about customers . If we do not have a centralized CRM, it is likely that the information will end up spread over different databases and we will have problems such as duplicate or obsolete contacts. Improve segmentation . CRMs allow us to filter user files based on different criteria, which allows us to better organize ourselves when programming marketing actions based on their time in the life cycle and interests. It allows better organization of lead scoring and lead nurturing . The CRM stores all the information necessary for us to assess the potential interest of a lead (based on demographic information and their interactions with the company) and assign a score. Afterwards, we can configure different lead nurturing actions based on the assigned score.