What Is CRM Marketing? Definition and Software Choices

Supriya Bajaj

Senior Writer

crm marketing

When you have a small customer base, it’s quite easy to get to know them personally. You can easily understand their goals, their preferences, and even personal details like their vacation plans.

Looking for CRM Software? Check out SoftwareSuggest’s list of the best CRM Software solutions.

But as your business grows, things get more complicated. How can you ensure consistent customer care? How do you personalize interactions when you have thousands of customers?

That’s where customer relationship management (CRM) software comes into play. It’s like having a reliable partner. CRM helps make things easier and improves the customer experience, even as your business reaches new heights. According to research, companies using a mobile CRM have a 65% success rate in meeting sales quotas, while non-mobile CRM users only reach 22%.

CRM also lets you send messages that are just right for each customer, building strong relationships while reducing your team’s workload. It not only elevates customer satisfaction but also empowers businesses to fine-tune marketing endeavors and achieve unparalleled conversion rates.

What Is CRM Marketing?

CRM, short for Customer Relationship Management, refers to the strategic finesse of nurturing and orchestrating customer interactions to cultivate unwavering loyalty, amplify retention rates, and propel exponential revenue growth.

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By leveraging customer data and insights, businesses can tailor marketing messages, execute targeted campaigns, and deliver a seamless customer experience. The use of CRM marketing software is vital for implementing and executing these strategies effectively.

At its essence, CRM Marketing thrives on the transformative power of customer data and insights, allowing businesses to craft personalized and precisely targeted marketing campaigns.

By consolidating customer data and monitoring interactions, businesses can easily customize messages and offerings to align with individual preferences and behavior.

Embarking on your CRM Marketing expedition necessitates equipping yourself with the perfect arsenal of tools. Thankfully, many of the best marketing CRM choices are adorned with unique features and capabilities. 

Different Types of Marketing CRM Systems

CRM systems are essential tools for managing and optimizing marketing activities in businesses. They enable effective customer interaction, data analysis, and customer relationship enhancement.

In the field of marketing, three main types of CRM systems exist: collaborative CRM, operational CRM, and analytical CRM. Each type serves a unique purpose in managing customer relationships and optimizing marketing efforts. 

1. Collaborative CRM

Collaborative CRM aims to facilitate seamless communication and collaboration among various departments within an organization. Its primary goal is to enhance teamwork, streamline information sharing, and provide consistent customer experiences across different touchpoints. 

Various functionalities promote efficient collaboration and ensure that everyone involved in customer interactions can access relevant information. This fosters a unified approach to customer service and engagement.

2. Operational CRM

Operational CRM systems are designed to make marketing tasks easier and better. They handle customer interactions, sales, and support activities. One important thing they do is keep a centralized database that stores customer information and interaction history. This helps to organize work and provide better service to customers.

This type of CRM has useful features like contact management, lead generation, sales force automation, and customer service management. These features help businesses handle customer interactions efficiently, keep track of potential leads, automate sales tasks, and provide good customer support. When companies can do these things well, it leads to happier customers and more sales revenue.

3. Analytical CRM

Analytical CRM systems use data to get important information and create marketing strategies based on that data. They study customer behavior, preferences, and trends to make smart marketing choices. Analytical CRM uses advanced tools and techniques to find patterns and connections in customer data.

By looking at customer data, businesses can find the right groups of people to target, create personalized marketing campaigns, predict how customers will behave, and see how well their marketing is working.

Best CRM Marketing Software Features

CRM marketing software offers a diverse set of features that streamline and optimize marketing efforts. Some of the most common features are written below. Let’s take a look at them!

CRM Marketing Software Features

1. Centralized Customer Data

Centralized customer data allows businesses to gather and store all relevant information about their customers in a single location. 

By comprehensively viewing each customer, marketing teams can create personalized and targeted campaigns tailored to their specific needs. Additionally, centralized customer data promotes better collaboration across departments, enabling teams to access and update customer information as required.

2. Customer Segmentation

Effective marketing necessitates understanding and targeting various customer segments. Marketing CRM software offers robust segmentation capabilities, allowing businesses to categorize their customer base into specific groups based on different criteria like demographics, behavior, purchase history, or interests.

Through customer segmentation, marketers can tailor their messages and offers to cater to each group’s specific needs and preferences. 

3. Targeted Campaigns

Once customer segmentation is established, marketing CRM software empowers marketers to create targeted campaigns. With the ability to send personalized messages, offers, and recommendations to specific customer segments, businesses can significantly improve the effectiveness of their marketing efforts.

4. Real-Time Campaign Optimization

CRM marketing software provides real-time analytics that facilitates quick and informed decision-making. This allows marketers to identify campaigns generating desired results and make necessary adjustments to underperforming ones. 

Leveraging real-time data, marketers can optimize their campaigns on the fly, making necessary changes to improve outcomes. For example, suppose an email campaign is not yielding the expected open rates. In that case, marketers can experiment with different subject lines or call-to-action buttons to increase engagement and achieve better results.

5. Marketing Automation

Automation has revolutionized modern marketing practices, and CRM marketing software excels in this area. It allows businesses to automate repetitive marketing tasks, saving time and resources. 

For instance, automated email workflows can be set up to send welcome emails, follow-up messages, or abandoned cart reminders. Marketers can efficiently nurture leads, maintain customer relationships, and drive conversions by automating these processes.

From centralizing customer data and enabling customer segmentation to facilitating targeted campaigns, these tools empower marketers to deliver personalized experiences and drive customer engagement.

Real-time campaign optimization and marketing automation further optimize marketing strategies by enabling data-driven decision-making and automating repetitive tasks. By leveraging the best features of CRM marketing software, businesses can foster stronger customer relationships, improve campaign effectiveness, and achieve their marketing goals more effectively.

How Does a CRM Help Marketing?

A CRM system is an essential tool that greatly contributes to the success of marketing efforts. Its impact on marketers is far-reaching and transformative. a CRM functions as a centralized hub for storing customer data, bringing together essential information like interactions, preferences, and purchase history into one place.

A comprehensive understanding of each customer allows marketers to craft highly personalized and precisely targeted campaigns that deeply resonate with their audience. This level of customization ensures that the right message is delivered to the right individuals at the most opportune moments, leading to increased engagement and conversion rates.

This segmentation empowers marketers to tailor marketing strategies and messages to cater to each segment’s unique characteristics and preferences. As a result, campaigns become more relevant and impactful, driving higher levels of customer engagement and satisfaction.

Furthermore, a CRM provides real-time analytics and reporting capabilities, offering marketers valuable insights into campaign performance. Marketers can swiftly identify successful strategies and areas that require optimization by monitoring key metrics and analyzing data. This data-driven decision-making allows marketers to adapt and refine campaigns on the go, maximizing effectiveness and achieving optimal results.

Marketers save significant time and resources by automating repetitive tasks like email workflows, lead nurturing, and customer follow-ups. This streamlined approach enables marketers to focus on strategic initiatives and creative endeavors, ultimately driving better marketing outcomes and return on investment.

Which Channels Can Use a Marketing CRM?

While a marketing CRM is versatile and applicable to various channels, this article will focus on its utilization in six key channels: email, social media, paid advertising, SMS marketing, call centers, and print and direct mail.

Which Channels Can Use a Marketing CRM?

1. Email

When a marketing CRM is integrated with email marketing platforms, businesses can segment their customer database based on various attributes and send personalized, targeted emails. 

By leveraging CRM data, marketers can analyze customer behavior, track email interactions, and tailor their email campaigns. This strategy increases open rates, click-through rates, and conversions.

2. Social Media

The use of social media platforms by businesses to connect with and engage with their target market is vital. Businesses can get useful information about their fans, clients, and followers by integrating a marketing CRM with social media networks. 

It helps in locating important influencers, following consumer interactions, keeping an eye on social media mentions, and evaluating campaign effectiveness. The development of better-focused social media content, increased user engagement, and evaluation of the return on investment (ROI) of social media initiatives may all be done using this data.

3. Paid Advertising

Paid advertising campaigns require careful targeting and tracking to optimize results. A marketing CRM can be instrumental in this process by providing detailed customer profiles, allowing marketers to create highly targeted ad campaigns. 

4. SMS Marketing

By integrating a marketing CRM with SMS marketing platforms, businesses can leverage customer data to send personalized SMS messages, promotions, and notifications. 

The CRM helps segment the customer database based on preferences, demographics, or behaviors, ensuring that SMS messages are relevant and targeted. The CRM can also track and analyze customer responses and engagement, enabling marketers to refine their SMS marketing strategies.

5. Call Centers

For businesses relying on call centers for customer support or sales, a marketing CRM can enhance efficiency and effectiveness. 

The CRM can store call logs, notes, and customer preferences, ensuring a seamless and consistent customer experience across multiple interactions. This integration also facilitates lead management, sales tracking, and performance analysis.

6. Print and Direct Mail

While digital channels dominate modern marketing, print, and direct mail remain relevant in certain industries. A marketing CRM can be vital in managing print and direct mail campaigns. Integration with printing and mailing services allows businesses to generate targeted mailing lists based on customer segmentation. 

The CRM’s data assists in personalizing direct mail pieces, tracking response rates, and measuring campaign effectiveness. This integration ensures that print and direct mail efforts are more targeted, cost-effective, and aligned with customer preferences.

When a marketing CRM is integrated with various channels, firms can better exploit consumer data, improve targeting, personalize interactions, track performance, and optimize marketing efforts. Businesses can use this unified strategy to build more cohesive and effective marketing campaigns, increase consumer engagement, and achieve higher conversions and ROI.

Best Marketing CRM Platforms

When it comes down to the marketing CRM platforms, the list can be a long one. Some of the best marketing CRM platforms are written below. Let’s take a look at them!

Platform NamePricingFeatures
Starts at $119.95 per monthKeyword research
Starts at $50/monthDocument sharing
On-requestLead generation & management
Starts at $25 per user per monthMarketing campaign management
Starts at $9 per monthMarketing automation
Starts at $29 per monthEmail automation

1. Semrush CRM

Semrush CRM logo

Semrush CRM

4.8 out of 5 stars

108 Reviews

Semrush is an extensive SEO platform that provides users with a comprehensive analysis of their website. It offers valuable insights and recommendations to improve search engine optimization, resulting in enhanced online visibility and organic traffic growth. 

By leveraging the platform’s features, businesses can optimize their website, target relevant keywords, and refine their content strategy, leading to increased website traffic and improved search engine rankings. 

Key Features

  • Keyword research
  • Organic traffic analysis
  • Social media analytics
  • SEO auditing


  • Starts at $119.95 per month

Pros and Cons

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  • This CRM software for marketing offers highly advanced reports
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  • Being a highly user-friendly software, Semrush offers three channels of support
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  • It offers one-click competitor overviews along with organic research
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  • This software provides data only for a single search engine
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  • Semrush offers only one user account

2. HubSpot Marketing Hub

HubSpot Marketing Hub logo

HubSpot Marketing Hub

4.6 out of 5 stars

38 Reviews

HubSpot is a cloud-based customer relationship management (CRM) platform designed to assist companies of all sizes and industries in effectively managing and nurturing leads while analyzing crucial business metrics. 

Whether it’s business-to-business (B2B) or business-to-consumer (B2C), HubSpot offers comprehensive solutions across various sectors, such as retail, real estate, marketing, sales, construction, accounting, and more. 

Key Features

  • Document sharing
  • Call tracking
  • Meeting scheduling
  • Traffic & conversion analytics


  • Starts at $50/month

Pros and Cons

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  • This software publishes optimized blog content directly on the platform
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  • Semrush develops various customized reports for sharing and analyzing data
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  • It offers personalized email sequences for leads along with existing customers
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  • This platform offers only one email per contact
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  • It offers per-user plans that are a bit expensive for small businesses

3. Marketo

Marketo logo


4.7 out of 5 stars

3 Reviews

Founded in 2006, Marketo swiftly emerged as a prominent marketing automation platform, earning recognition as an industry leader. With a vast user base surpassing 100,000 individuals and over 2,300 global customers, Marketo has solidified its position as the preferred choice for numerous B2B players.

The platform’s appeal lies in its ability to simplify complex marketing processes, streamline tasks, and boost overall efficiency, all while generating significant revenue for its users.

This software empowers users to accomplish virtually any marketing objective and achieve exceptional results. Its comprehensive nature facilitates seamless scalability, effortlessly accommodating the growth of enterprises as they evolve.

Key Features

  • Lead generation & management
  • Small business marketing
  • Email campaign automation
  • Social media outreach


  • On-request

Pros and Cons

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  • This platform helps to identify specific channels which bring in the most money through its revenue attribution feature
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  • Marketo offers various products for marketing automation
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  • Since Marketo separates its platform into multiple products, it becomes easier to use it
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  • This platform is quite expensive
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  • It offers poor analytics and reporting features

4. Salesforce

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4.8 out of 5 stars

16 Reviews

Salesforce CRM is a renowned platform that sets industry standards and caters to a wide range of sales automation requirements across various industries. It excels particularly in serving large enterprises and expanding businesses with sales teams, offering them a highly customizable solution. 

Salesforce CRM has consistently proven its ability to meet the diverse needs of businesses by providing a comprehensive set of features and functionalities. Its customizable nature allows organizations to tailor the CRM to align perfectly with their unique sales processes, workflows, and business requirements. 

Key Features

  • Forecast management
  • Pipeline management
  • Marketing campaign management
  • Mass emailing


  • Starts at $25 per user per month

Pros and Cons

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  • With Salesforce, you can easily add/remove features to suit your needs
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  • This CRM platform offers a wide range of customization options
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  • With a Free 30-day trial, this platform offers powerful reporting and efficient lead management processes
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  • In some cases, this platform becomes time-consuming to maintain
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  • This platform is on the higher side when it comes down to prices

5. Bigin

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Bigin by Zoho CRM is a user-friendly and feature-rich customer relationship software (CRM) that places a strong emphasis on pipeline management. 

Designed with simplicity, Bigin enables sales representatives to effortlessly navigate their pipelines, store contact information, manage deals, and automate workflows within a single platform. 

This CRM solution is specifically tailored to cater to the needs of micro and small businesses that may struggle with more complex CRM tools.

Key Features

  • Workflow management
  • Interaction tracking
  • Email marketing
  • Marketing automation


  • Starts at $9 per month

Pros and Cons

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  • This CRM platform offers a highly clean and intuitive interface
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  • Bigin allows users to customize each and every stage of their workflow as per their requirements
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  • It allows you to save email templates while working on email campaigns in the future
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  • It requires a steep learning curve to get a firm hand on this software
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  • This platform doesn’t offer the calendar feature

6. ActiveCampaign

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5 out of 5 stars

1 Reviews

ActiveCampaign has solidified its position as the preferred email marketing tool for professional marketers, thanks to its robust multi-channel marketing automation capabilities.

In addition to its automation functionality, ActiveCampaign excels in other areas as well. Its sales CRM functionality allows users to effectively manage customer relationships and track sales activities. 

Key Features


  • Starts at $29 per month

Pros and Cons

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  • This software offers drag and drop email builder along with 24/7 Live chat support
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  • It designs a wide range of visually-appealing emails to enhance user experience
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  • ActiveCampaign ensures to do regular follow-ups on email queries and responses
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  • Its reporting is quite crowded and can be difficult to navigate
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  • At times, the platform slows down and hampers the work

How to Choose the Best Marketing CRM for Your Business?

With a wide range of CRM software available, choosing the best one is quite difficult. Some steps that help you land on the best CRM platform are written below. Let’s dig deep!

How to Choose the Best Marketing CRM for Your Business?

1. Define Your Marketing Goals and Objectives

To select the right CRM for your business, start by clearly defining your marketing goals and objectives. Consider the specific needs of your marketing strategy, such as lead generation, email marketing automation, social media integration, analytics and reporting, and other features that align with your goals. This clarity will help you focus on CRM solutions that meet your requirements.

2. Evaluate Scalability and Flexibility

Choose a CRM that can scale and grow with your business. Assess the potential growth of your business and ensure the CRM solution can accommodate your expanding needs. Look for flexible pricing plans, the ability to add or remove features as needed, and scalability to handle increasing data volume and user requirements.

3. Assess Integration Capabilities

Evaluate the integration capabilities of the CRM platform. Consider the existing tools and systems in your marketing stack, such as email marketing software, content management systems, or advertising platforms. Verify that the CRM can seamlessly integrate with these tools, avoiding data silos and creating a unified marketing ecosystem. Integration capabilities streamline your marketing processes and maximize efficiency.

4. Consider The Total Cost of Ownership

Evaluate the total cost of ownership of the CRM solution. Examine the pricing structure, including setup fees, subscription costs, and additional charges for advanced features or extra users. Compare the pricing with the features and value the CRM offers to ensure it aligns with your budget and delivers a positive return on investment.


With a wide range of software choices available, businesses must carefully assess their specific requirements. Making an informed decision in selecting CRM for marketing software that aligns with their marketing objectives will ultimately drive business growth. Connect with our expert teams and learn about the nuances of adopting a CRM platform today!

Frequently Asked Questions

An example of a marketing CRM is Salesforce. Salesforce offers a comprehensive suite of CRM tools specifically designed for marketing purposes.

It allows businesses to manage customer data, track interactions, create targeted marketing campaigns, and analyze marketing performance. Other examples include HubSpot, Marketo, and ActiveCampaign.

CRM in marketing plays a vital role in fostering customer retention as it empowers businesses to gain a deeper understanding of their customers and cultivate stronger relationships.

Through consistent nurturing of these relationships, businesses can enhance customer loyalty, minimize churn rates, and drive repeat purchases, ultimately resulting in improved customer retention.

CRM marketing plays a pivotal role in bolstering customer retention by empowering businesses to develop a profound understanding of their customers and cultivate stronger relationships with them.

By tracking customer interactions, preferences, and behaviors, CRM marketing enables businesses to identify opportunities for upselling, cross-selling, and personalized communication.

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