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CRM Marketing (Definition)

Customer relationship management marketing encompasses all the ecosystem that supports marketers in their effort to build and manage customer relationships.

What is CRM Marketing?

Customer relationship management (CRM) marketing is a term referring to the strategies and tactics, as well as to the technologies supporting the execution of said strategies and tactics, marketers use in order to manage the relationship with their customers throughout the customer lifecycle. The goal of CRM marketing is to improve and optimize customer relationships, in order to drive customer loyalty, retention, revenue and customer lifetime value.

What is CRM Database?

A CRM database is a software platform designed to support a company’s CRM (Customer Relationship Management) strategy and efforts. Different CRM databases vary in their levels of sophistication, from simply collecting and organizing customer data to performing advanced customer data analysis, customer segmentation and next best action recommendations. CRM databases can include various additional components based on the company’s needs and industry.

What is CRM Automation?

CRM automation describes a set of processes executed by software to automatically respond to customer activities and improve the overall customer relationship with brands. When implemented fully, CRM automation kicks in from the very first interaction a potential customer has with a brand and continues throughout the customer lifecycle. The automated system captures relevant data about every customer and their activities and automatically generates personalized and relevant customer communications. The content of these communications varies according to the nature of the customer, the type of interaction and the stage in the customer journey that the interaction occurred.

CRM automation software should be tailored to suit the specific needs and models of each individual business. Tasks typically attributed to a CRM automation system include regularly segmenting customers based on their most recent activities and transactions, sending each customer the most relevant information, offers, incentives, etc. via the best channel(s), tracking response to communications and even automatically optimizing future communications (content, timing and channels) based on prior responses.

CRM automation is highly valuable software that enables marketing teams to best manage their communications with large volumes of customers and potential customers, in a strategic manner. Through CRM automation, marketers are afforded more time to focus on the creative aspects of their work.

The Leading Automated CRM Marketing Software

Optimove is the world’s leading Relationship Marketing Hub, combining the most advanced CRM marketing technologies with an automated customer marketing orchestration platform. In a nutshell, Optimove helps marketers implement a systematic approach to planning, executing, measuring and optimizing a complete, highly personalized customer marketing plan. The result is maximized customer retention, loyalty and lifetime value.

Contact us today to request a Web demo and learn how you can use Optimove to convert more customers, increase the spend of existing customers and reduce customer churn.

Last Updated December 2019

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