Welcome to part two of our series on CRM selection. If you missed
part one, we discussed sales features worth considering when searching
for a CRM. You can read that post here.
In part two, we’ll discuss the marketing features.
I’ll begin by repeating my redundant (but important!) point about CRM
selection: You should never choose a CRM based on features alone.
Thoughtful strategic planning is essential for any successful CRM
implementation. We’ll discuss strategic planning in another post, but if
you’re unsure where to begin, reach out to a CRM consultant (like us!).
A CRM consultant knows the questions to ask and the tasks to prioritize
to help you select the best fitting CRM solution.
Probably one of the most important functions for a marketer (in any software solution) is the ability to segment information. A CRM is rich with segment-worthy data, from the contact’s location, to industry, to products purchased, and more. Look for segmentation tools that allow you to perform dynamic and static filtering on leads or contacts.
Website behavior options usually include the ability to track
visitors and perform lead scoring based on Web traffic and Web activity.
In process-oriented CRMs, the lead scores can be tied to workflows to
trigger specific activities or to-do’s for sales or marketing.
|Website Behavior Sub-Categories|
|Tracking Lead Source|
Lead management features in a CRM allow the marketer to create
processes for qualifying a lead and either handing off that lead
automatically or manually (depending on the CRM) once a specified lead
score or activity is recorded.
Some CRMs also offer tools to build Web forms and record responses in
the CRM. If you’re searching for an “all-in-one” type of CRM system,
this is a necessary marketing feature. But, if you use another software
for lead qualification, these features may not be crucial.
|Lead Management Sub-Categories|
|Lead Management Tracking|
Campaign designers and trigger events will come standard in some
CRMs, require add-ons in other CRMs, or not be offered at all in still
other CRMs. Workflow tools for trigger campaigns set up drip marketing
for nurturing leads or can create triggers based on email events. Most
tools also provide analytics on the marketing success of those
|Trigger Campaign Sub-Categories|
|Intuitive Campaign Designer|
|Lead Nurturing Campaigns|
Personalized Email Marketing
How powerful do you need your email marketing capabilities to be?
Think about these features when you rank your CRM marketing options.
Some CRMs use a separate tool (usually for an added cost) to handle
these tasks. Keep in mind that, if you use a separate marketing
automation system, features like AB testing may not be as important to
you. A good marketing automation will already offer AB testing, a visual
content designer, and bulk email capabilities.
|Personalized Email Marketing Sub-Categories|
|Visual Content Designer|
|UTM Code Tracking|
|Bulk Email Analytics|
Event analytics usually include budget, response rate, and ROI
information. If you need to manage events through your CRM, campaign and
event management features are a must. This chart shows a very simple
analysis of event management sub-categories, but some CRMs may offer
more diverse options.
|Event Management Sub-Categories|