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The use of CRM in marketing takes what is traditionally a qualitative and hard to measure group of activities and applies all the powerful tools of data management and analysis. This allows a business to track and, more importantly, measure the success of their marketing campaigns across many different channels. The data that results not only allows marketers to tweak their activities for greater impact but also allows for clearer identification of potential markets, better personalisation of marketing activities and more efficient handing over of leads from marketing to sales.
CRM Marketing Features
Greater control and organisation of your marketing data brings with it several benefits and opportunities:
- Import prospect data and sort into different market segments
- Use existing customer data to refine customer profiles
- Design and execute email campaigns
- Track all activities involving existing customers to avoid over saturation
- Monitor activities across several channels including social media and web
- Accurately label the source of each lead to get ROI data for each campaign
- Pass leads seamlessly to sales to maximise conversion prospects
- Better integration of marketing and customer services through data sharing enhances customer experience and improves client retention
- Managers can closely monitor activities and compare with targets
At a basic level, CRM marketing means utilising the information a business has collected about its customers - such as age ranges, frequency of custom, geographical region and spending power - to target specific customer groups who are most likely to respond to a particular campaign or promotion.
As well as ensuring that marketing messages reach the people they are most likely to affect, CRM marketing also has the effect of improving customer satisfaction by delivering a more personalised approach to the marketing process. With marketing departments increasingly under pressure to demonstrate the impact of their efforts, CRM marketing offers a measurable way to show the effectiveness of a campaign and learn lessons from it.
Follow-up email programmes are one useful CRM marketing strategy that allows businesses to evaluate customer satisfaction and specific needs. This process can even be automated by using CRM software to draw on a database of customers who have recently purchased a certain product or service.
Marketing CRM Options
A large number of options are available for the company looking to obtain CRM for marketing, sales and customer services functions. Hosted solutions offer a ‘software as a service’ model where you pay per user per month and your data is stored on external servers, doing away with the need for an advanced IT set up.
Bespoke solutions require the up-front purchase of software which can run to several thousand pounds but the extra customisation opens up a plethora of new opportunities and a solution that can grow with your company.
Quotes for CRM Marketing Systems
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