Customer Relationship Management (CRM) — Africa

What is CRM marketing? An ultimate guide

Customer relationship management is a strategy used by marketers to handle and manage engagements with their customers and potential leads.

Every business wants to have a close relationship with its customers, which has been made possible all thanks to the commonly known CRM software that has been the best so far. The honor of being able to be in touch and keep your customers and leads in check has brought business more revenue and sales than ever imagined. Millions of people are working towards the dream of putting in all sorts of hacks that will have them maintain customers and visitors checking out their sites day in and out.

In our article, we dig deeper into the CRM marketing basics you need to know that you can put to use in a business context as follows;

What is CRM marketing?

As the name suggests, customer relationship management is a strategy used by marketers to handle and manage engagements with their customers and potential leads. It helps marketers try to understand their customer's behaviors and, at the same time, track marketing campaigns' performance meant for these customers.

CRM marketing tools such as HelloDuty are used for different circumstances, such as lead conversions, sales, and contact, among many other functions needed for business marketing. These uses may vary depending on different set goals and targets meant to be achieved by companies. 

How does the CRM system support marketing for businesses?

There are many benefits that businesses may achieve through integrating CRM into their marketing strategies. These benefits are many, but we have a few that have proved to work well, such as follows;

  1. By investing in a CRM system, a company can capture and store their customer's data which will be used and analyze their behavior based on what they like and dislike. This analysis allows businesses to create products and services that meet customers' desires and needs.
  2. CRM software enables businesses to track by coming up with possible lists of potential customers. Through these lists, marketers will make an effort to try and convince the leads into their sales funnel.
  3. Think of the marketing effort marketers put in to get their target customers. That's what the CRM system assists them in doing. It can segment different customers in line with what they can easily identify with. Thus, through that, a marketing campaign can be efficiently executed with a targeted audience that matches the campaign.
  4. CRM software can help businesses automate workflow carried out, and this will help bring effectiveness to work. Through this automation, the work produced will be more accurate.

Types of CRM in marketing

While hunting for the best CRM software for your business, you will come across several, each packaged with different functionality. We have different types of CRM systems that are used for marketing. To feed our curiosity about what these types are that you will meet and should know about, this is a list;

  1. Analytical software

This CRM system helps businesses understand their customers well through the data collected to optimize an effective marketing campaign. In order to get clear data and the history of a customer, the system needs to collect and review the customer's purchasing history for a better understanding and management. Analytical CRM can also help a business be aware of trends by locating patterns in customers purchasing behavior.

  1. Operational software

The operational CRM aims at everything customer. This software would be best for you if you want to capture, nurture and retain your customers on your business goals. This type of automation functions as follows;

  • Marketing automation: This is meant to capture potential leads into the sales pipeline. They are executed by specific triggers whereby if a potential customer clicks on a website, they might be given a subscription offer or sent emails and messages meant for marketing purposes.
  • Sales automation: This is automation by the sales department meant for selling purposes. The sales team will use this automation based on a customer's behavior and automatically initiate communication with them to sell their products. The CRM ensures data provided on the sales automation are accurate to avoid confusion that may happen when not well managed.
  • Customer support automation: This automation is placed strategically to help customers. It has different features that allow customers to communicate, such as chatbox and messaging apps. They also enable customers' information to be kept in one place for better customer service management by employees.
  1. Collaborative software

A collaborative system allows different departments managing customer service to function together. This department includes sales, marketing, customer support, technical, and among many others. The software enables various departments to work together to create efficient teamwork. An example of how this works is as follows;

 Baarida is an online thrift store that is well-known for its business. It has a large mass following on social media, and its account is verified. Jane is a customer looking to buy clothes online, and she comes across their website-sponsored ad. She notices it has nice stuff she'd want to purchase and decides to reach out. This is an illustration of what happens between her and the company to the point of purchasing as follows;

  1. Customer service automation: The customer support team notices her on their website. Through a chat box, they initiate a conversation to welcome her and ask if she needs any help going forward.
  2. Sales automation: On noticing she wants to purchase clothes, the sales team gathers her information into their CRM system and offers to sell her what she wants from their store.
  3. Accounting automation: Once she's purchased, she needs to make payments. She is automatically directed to the accounting department, whereby she will make payments for what she has bought and be given a receipt.
  4. Marketing automation: After all these processes have been done with, she will get a follow-up message from the marketing team to confirm whether she liked what she purchased and if she wants to get other styles from their platform. Once in a while, Jane will receive advertisements on new collections through her email, which can be described as a CRM marketing campaign.

  4. Mobile Software

As the name suggests, mobile software is an application for mobile users searching for the same functioning as people on a PC. This is ideal for users on the go and can be suitable for all types of businesses, whether large or small.

CRM marketing strategies for businesses

To have a functional and well-performing business, you must take several steps to help be your stepping stone, and creating a CRM strategy in your plan is one of them. With us are a few strategies you can put in place for marketing purposes;

  1. Segmentation

Segmenting your customers based on their behaviors and according to what they like would help your team to be able to come up with a great plan for them. You will be able to group them and give them products that are best targeted specifically for them.

  1. Personalization

Through personalization, you will be able to understand your customers well and come up with what's needed of you for them. Coordinating with other departments concerning the customer's data will give you the slightest idea of what they are like and behave and what trends they are following. This will help you work well on a focused goal as a team to give customers the best experience.

  1. Automation

By automating tasks, you will be able to reduce the cost of money that could be used to get other people to deliver the same tasks for you. Repetitive tasks can sometimes be confusing or tiring and consume lots of your team's work. You can automate different processes, such as lead scoring and email campaigns for customers.

  1. Track performance

You can go through the performance tracking session to see whether the CRM software you've placed to work are helping your team reach a set goal or areas that need improvement for a change.

  1. Outline sales processes

A sales process is essential, and as a business, you should be able to outline your customer's sales process from the beginning of your interactions to the end, whereby they are purchasing as required. 


CRM in marketing has become a hot topic for businesses looking to achieve their ultimate goal. Installing and knowing how to use the software helps you get your business where you want it to get you. Improve your customer experience, understand and safely store and analyze their data for improved customer retention plans.

Last updated
June 12, 2024
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