CRM for Advertising and Marketing Agencies

In the world of advertising and digital marketing, you’d be forgiven for thinking that generating traffic and conversions are the be-all and end-all - surely, if you’re nailing those, your job is done, right?

However, you also have to be consistent in driving quality, making sure that your efforts equal results and, the big one: making a profit.

Easier said than done?

Not if you make CRM a core factor in your advertising and digital marketing strategies. Your CRM is responsible for gathering information relating to your business’s marketing, sales and customer service activities all in one place so that you can see at a glance ways to build and improve your business relationships with your prospective and current customers. You can increase your profit-pulling power by incorporating your CRM with a marketing automation platform; a software that does exactly what it says on the tin and automates all of your company’s marketing activities, including email, social networking posts, advertising management and reporting. This allows you and your team to become more efficient, create personalised experiences for your customers, and make the most of marketing practices such as lead nurturing and account based marketing.

Sounds good. But before you get straight on the phone and start ringing round CRM agencies, let’s look at more of what they actually do…

What Do CRM Agencies Do?

Well for a start, they can help you with the overwhelming decision of which CRM system to choose! There are literally 100s to choose from, all with different features and functions; some that are complex to use and work best in the hands of those with expert training and experience, and some that are very user-friendly and perfect for beginners. They can also offer you guidance when it comes to choosing between a system that is entirely CRM focused, or whether you want one that also integrates your sales and marketing.

Confusing at first blush, but don’t panic - CRM agencies really know their stuff when it comes to what platforms are available and they’ll be able to expertly deduce exactly what your needs are and then be able to recommend the best CRM platform for your business. And not only that: because CRM is their speciality they can use those skills to handle that side of things while you focus on the parts of your business that matter most to you - after all, you started it in the first place because you’re passionate about the products or services that you have to offer, so why not concentrate on that and leave the CRM to the experts?!

Because most CRM platforms are going to require you and your team to take part in at least a basic level of training in order for them to do their job effectively, you’re going to have to invest time in doing this. Getting everyone enthused and able to give up the same block of time in order to do this could be a major faff for most companies but, if you work with a CRM agency, you could eliminate a lot of the need for time-consuming training.


By running it for you. That’s right; a lot of CRM agencies will quite happily take the reins and run the platform for you. But even if you decide to operate the system yourself (partially or wholly), your CRM agency will always be on hand to offer support and training when and where it’s needed. Another thing CRM agencies do is offer you a fresh perspective when it comes to your customer lifecycles. Every business will have a different one - all with drawbacks of some kind, but a CRM agency can take a look at this cycle as a ‘newbie’ and be able to identify any pitfalls more easily - possibly something you could have missed simply by being too ‘close’! But obviously it’s not just a case of pointing it out and moving on, a CRM agency has the skills and experience to give you the advice that could make all the difference in optimising your customer lifecycle, leading to you converting more strangers into leads, and more leads into lifelong customers.

It’s fair to say that as a small business, resources might be fairly stretched, meaning that your sales process isn’t getting all of the attention that it rightly deserves. But, with a CRM agency onboard, you can have the peace of mind of knowing that your whole sales process will now be covered from beginning to end, with a consistently streamlined approach. This news will be as welcome to your customers as it will to you, as your contacts (either new leads or long standing customers) will experience a consistent approach from your business.

Something else that CRM agencies can do for your business that is going to be invaluable, help you to bridge the gap between sales and marketing, which is important for eliminating any competition between those two teams, and ensure that their goals are aligned. The importance of CRM when it comes to your sales processes might be fairly obvious, but what role does it have to play when it comes to marketing?

How Does CRM Improve Marketing?

Successful marketing results are down to making sure that intended message gets to the target audience at the desired time, and a good CRM platform can make it easier to collect the data you need in order to create the very best marketing campaigns you can.

How? Well, if you know anything at all about marketing you’ll know that the more you know about your target market, the greater your chances of success. CRM automates all of the customer data it collects, helping you to identify the type of people who need your products or services and know exactly who you need to be aiming at. Not only that, CRM will help you to break that target audience down into small groups, so you’ll know exactly who is more likely to buy right now, how much, why and who is likely to buy in the future. This means that you can streamline your advertising efforts and personalise them so that they are tailored to a specific prospective or current customer’s needs. A customer is going to be much more willing to give you their money if they feel like your business knows and cares about them, and it’s a fact that more personal offers will have higher conversion rates.

CRM software also allows you to see which of your efforts are working and which aren’t, which is going to save you time and money. If a product or campaign isn’t working it can simply be removed or adjusted.

Implementing CRM is also going to improve marketing by improving the communications between all of your departments, because customer information can be shared easier and more quickly. This prevents conflicting messages going out to customers because departments aren’t working with the same goal.

Combine power with the flexibility

When you work with multiple clients and prospects, you need tools that combine power with flexibility. No matter your agency’s size or speciality, you should have a system for overseeing your many contacts and keeping your work on track. You can’t risk misplacing the file with a contract or losing track of a new videographer who would be a helpful addition to your roster.

With customer relationship management (CRM) software, you can be secure in building new work ties and developing more substantial bids for contracts. You may even find features you never knew existed in a CRM that will help your teamwork as a more cohesive and productive unit.

This free eBook explains all that a CRM can do for your business, such as:

  • Sell more effectively
  • Keep your leads and contacts organised and accessible
  • Track your emails and customer interactions smartly
  • Analyse your team’s performance

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CRM for Marketing and Creative Agencies

Download your free copy of “CRM for Marketing and Creative Agencies” today. You will be surprised to learn just how much CRM software can do for your team’s productivity!