The role of CRM in marketing

In 2018, the importance of CRM software in marketing cannot be overestimated. Learn how CRM can benefit your business and boost your marketing ROI.


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In the era of the digitally empowered customers, marketers are becoming highly dependent on digital tools to collect customer data and reach demand generation excellence. The fusion of marketing and technology becomes a key catalyst for competitive advantage enabling marketers to deliver more personalized content to the right customers for the increased efficiency. As the pace of technological advancements continues to accelerate, marketing technologies also evolve and are enabling marketers to meet the demands of digitally native customers.

Companies that prioritize customer intelligence gain a competitive edge and win over the increasingly empowered customer. Tech-savvy marketers are able to make more data-driven decisions and are more entitled to help generate more sales with their marketing spend. The ability to more accurately observe, analyze, and predict customer behavior is all that will differentiate a successful marketing strategy.

Benefits of CRM for marketing

CRM (Customer Relationship Management) solution designed to serve the needs of marketing department provides marketers with the sophisticated tools to track the revenue and measure the effectiveness of digital marketing campaigns. As a result, it allows marketers to make better decisions regarding the future marketing investments. In the age of a customer, customer intelligence has become an indispensable and pivotal piece of the marketing tech stack. Thus, marketers need to significantly invest in the appropriate tools that provide deeper customer insights and deliver a better customer experience.

Marketers should focus on the marketing technologies that manage the execution and orchestration of marketing operations based on what customers do across all stages of the customer life cycle. Marketing CRM provides visibility and actionable analytics around the complete customer journey, and allow marketers to target the right audience at the right time and place with the most relevant content.

An intelligent CRM solution ensures the complete view of your customers, keeping all their preferences and interests in the centralized repository accessible for all marketers enabling them to provide exceptionally personalized multichannel customer engagements. Accurate and up-to-date customer data enable employees to delight the customers at any touchpoint through the entire customer journey. Blending innovative technologies with in-depth customer data arms marketers with the tools to launch personalized marketing campaigns and increase the ROI.

Make your business stand out from competitors by implementing first-class bpm’online CRM

Drive your business growth with bpm’online marketing

Bpm’online marketing is a multichannel marketing platform to orchestrate customer journeys and accelerate lead-to-revenue. The software provides best practice processes for effective lead management – from demand generation to lead nurturing, to final hand-off to sales. With the following solution, you can rest assured your sales team focuses only on qualified and sales-ready leads. Check out the key features of bpm’online marketing:

Discover even more features

Extensive tools for campaign management

The tool lets you create efficient multichannel campaigns. You can plan campaigns and define conditions for transitioning between campaign stages. What’s more, the solution allows for the setting up of criteria for target conversion rates and campaign completion. Monitoring campaign progress in real-time is also available.

Exceptional event management

The system allows users to plan and manage the full spectrum of events, including promotions, advertising campaigns, conferences, webinars, etc. With bpm’online marketing, tracking dates and locations, planning budget as well as tracking responses connected to event is just a pleasure.

User interface customization

Bpm’online marketing provides extended capabilities for UI customization. With system designer, you can setup workplaces, show or hide system sections for different user roles, and even personalize the application by adding company's logo or changing the color according to your company’s style.