Sometimes seen as marketing automation, modern marketing CRM software features are built heavily around a foundation of integrations, customization, and mobility. For a business to be successful in the modern world, their marketing strategy needs to personalize their marketing approach while simultaneously expanding via social media.
What’s Marketing CRM Software?
Accomplishing this feat is tricky because customer data can be overwhelming to manage and there’s tons of contradictory advice online about how to stay in control. Marketing CRM software makes it easy for businesses to plan and maintain an online marketing campaign in and out of the office.
After looking at multiple providers’ lists of features, we compiled a list of what we consider to be the ten most important features every modern marketing CRM must have. Let’s dive in.
Our 10 Must-Have Features
1. Campaign Builder
It’s important to have a campaign builder because it’s easy for businesses to lose track of where they are in the marketing process, which could lead to unreliable sales forecasts. Having a campaign builder will outline where customers and leads are in the sales pipeline/funnel.
Some marketing CRM software uses digital whiteboards to neatly lay out every step of the marketing process for business owners. Digital whiteboards are a great tool to keep track of and organize notes that often integrate with other software to make the user experience much more efficient.
2. CRM Integrations
Marketing CRM software should absolutely be able to integrate with sales CRM software. The two kinds of software are similar in a number of ways, but sales CRM software can fill in the gaps and work in conjunction with marketing automation tools to give business owners the most well-rounded interpretation of who their customers are, what they want, and what their business can do to improve sales.
3. Social Media Integrations
It's common for modern CRM software to come with all kinds of essential integrations to boost positive user experience. It might not even be possible at this point to find marketing CRM software that doesn’t smoothly integrate with social media. However, if you are looking to upgrade or you’re just starting out, you want marketing CRM software with social media integrations.
With social integrations, blog posts and community outreach can now be automated. Your business will want to take full advantage of this strong feature. If you’re running around the office, bogged down in work, or at a meeting, and a social media presence is key to the success of your business, there’s no way you’ll be able to keep up unless you take advantage of the scheduling features that often come with these integrations.
4. Mobile App
Whatever provider you choose for your business, they should absolutely have a mobile app by this point. Tons of teams work remotely now, plus, if you’re a business owner, chances are you’re not going to be in the office all day either.
Meetings most likely take up the majority of the day, which means you’re always on the move. Mobile apps allow business owners to check how many people visit their site, how many people are responding to emails, if teams are sharing posts on social media, and any other customer data. There are tons of features to look for in mobile apps, so make sure to find the company with the app that best suits your offsite needs.
5. Marketing Analytics/Data Manager
Unorganized, outdated data can be a serious business killer. Marketing CRM software needs to be able to automate the collection of data your business receives and organize it in a way that is easily accessible and easy to interpret.
If your business pays no attention to the data it receives, sales forecasts will most likely be wrong, which leads to misconstrued ideas on how to reach goals that are either unattainable or have already been met.
This becomes a problem because too much or too little attention could be placed in the wrong areas, and there would be no way of telling what the real problems are and where they lie. Having a data manager will prevent these common issues from happening.
6. Customizable Email/Website Templates
Having a customizable website is important because business owners know their business best, and need to be able to properly convey their message to the public through email campaigns or with more interactive websites customized through templates.
The ability to customize emails is also important because business owners should want their customers to feel as if the email was made personally for them. Adding color or your company’s logo to an email will make it unique. Customers will be able to recognize emails they get from your company instead of seeing it as just another email to clear from their inbox.
7. Automated Email Engagements
Automated email engagements are another important feature that cannot be excluded from Marketing CRM software. In order to stay on top of what your customers are doing and looking at, personalized emails need to be sent out on a regular basis to ensure there is a constant connection.
Many Marketing CRM providers can help business owners create emails that target specific customers with deals they would be interested in. This is possible because of the provider’s ability to collect and organize data in a way that allows the software to determine what they’ve bought in the past or what they might buy based on how they interact with the website.
When most people visit a website, they aren’t always intending on buying anything, but a number of them might feel obligated to if they see something they like and, and this interest is being recognized. Sending those potential customers who show interest in buying your product an email catered to their specific needs significantly increases the chances of them actually buying it.
8. Real-Time SEO Suggestions
Real-Time SEO suggestions are not all that common; however, they will give your marketing campaigns a significant boost in website visits. For those that don’t already know, SEO stands for Search Engine Optimization.
You want to find a marketing CRM provider that offers real-time SEO suggestions, meaning after you draft a post, the software will determine what will make your post stand out in online searches. These tools will look at what’s trending and automatically bring your business closer to your target audience.
This matters because you want your business to be as accessible online as possible. This means your website or blog posts, if your website has a blog, are easy to find on search engines like Google or Yahoo!; you’re using keywords in posts that people often search and sharing your website or blog posts on social media to increase your business’ presence.
9. Landing Pages
Landing pages are another essential avenue for generating potential leads. Even though most people aren’t going to your website with the intention of buying your product, it doesn’t mean that they’re a lost cause, and there’s nothing you can do to swing the odds more in your favor.
Landing pages are unique because they entice customers to give you their contact information by offering them something worth their while, for example, offering a customer a free consultation before purchasing.
If they’re already slightly interested, potential clients will have no problem filling out the form. In fact, if they do fill out the form, they’re already interested in speaking with you. From there, it will be much easier to convert the lead to a customer.
10. Targeting and Segmentation
Targeting and segmentation both play a significant role in marketing CRM software. Their purpose is to group leads and customers who share the same interests with each other. This helps organize data more efficiently and allows businesses to manage multiple, organized groups instead of one giant mess of data.
Targeting, when combined with marketing automation features, hones in on the segmented groups and, as the name states, targets each one with products and emails that specifically cater to what they want out of your business.
The Bottom Line
This list certainly doesn’t include every feature modern CRM software has to offer, but we believe that these are some of the options that your business shouldn’t settle on. It’s important to upgrade or purchase some form of CRM software because over time, you’ll see significant increases in productivity and efficiency.
To get you started on your journey towards committing to marketing CRM software, we're providing you with a list of some of the top marketing automation software so you can see for yourself what will best fit your business' needs.