In the vast world of marketing, we’re bombarded with acronyms: PPC, SEO, Marketing Platform, SEM, MAP, CRM… the list just goes on. We want to shine a spotlight on two that often cause confusion. Some CRM leaders are unaware that they’re using a Marketing Platform but still refer to their system as a CRM. (Like, come on people, get with the programme! PUN intended.)
With the world we live in ever-evolving, it’s no wonder things can get muddled. You’ve got a Customer Relationship Management System and Marketing Platform. You might be thinking, “Aren’t they the same thing?” this is a common misconception that often results in organisations spending more money on a solution than needed.
The reason? CRM software is primarily a B2B tool with a powerful Sales solution and an adequate Marketing tool. Whereas Marketing software (often referred to as an ESP) is a powerful communications tool accompanied by a database.
But what about D2C brands? For many D2C brands, acquiring a powerful CRM solution can often leave them with system wastage. It’s like buying a 10-bedroom house and only living in two rooms. You’re paying far more than you need to for functionality you’ll probably never use.
So, let’s get right in and clear up the misconceptions surrounding these two powerhouses and see which one is right for you and your business. CRM? MAP? SOS ASAP.
So what’s the difference between a CRM and a Marketing Platform?
Two peas in a pod, but with very unique powers. A CRM focuses on managing relationships and customer data and is sales-related whereas a Marketing Platform is your tool for crafting and executing awesome marketing strategies, focusing more on marketing-centric tasks.
Customer Relationship Management System (CRM)
When we talk about CRM we often refer to it as the ultimate holy grail, serving as the single source of truth steering your path towards data success. It’s also primarily designed to monitor and oversee sales opportunities and the entire sales pipeline. Reason’s being, it empowers sales teams to log notes on the progress of sales opportunities within the lead cycle and effectively manage those relationships.
The main aim when it comes to a CRM system is to charm your customers and keep them coming back for more! In fact, It can work wonders for your conversion rates, boosting them by as much as 300%.
Available software examples: Salesforce and Hubspot.
Top tip: Salesforce’s ecosystem, including Marketing Cloud, Sales Cloud, and Service, handles the entire customer relationship.
Marketing Automation Platform (MAP)
A Marketing Automation Platform helps businesses automate their marketing tasks and make things run smoother. Compared to its counterpart, CRM is all about delivering the goods when it comes to communications.
We’re talking about email marketing automation, lead nurturing, campaign management, social media management —you name it, this platform’s got it and your marketing team can keep tabs on website visits, engagements, and all those juicy analytics to build a more personal experience with campaigns. (Give your customers the VIP treatment they deserve!)
Our partners and marketing tech providers, Customer.io and Iterable, are prime examples of the evolving landscape of platforms leaning toward automated communications. These platforms have evolved beyond simple emailing. Instead of relying on old-school manual email sends, they’re spearheading a shift towards targeted communications through multi-channel marketing via apps, SMS, and direct mail.
By prioritising automation and delivering the right messages to the right audiences, they’re revolutionising the way brands connect with their customers. So take a leaf out of their book. forget about plain old emails and level up.
Although WeDoCRM has the experience and expertise to work within any system you have or choose, here are some of the systems we’re proud to partner with and carry certification in.
The rise in custom MarTech stacks
While a CRM is beneficial, it’s not always essential for every business. As behaviours evolve, there’s a growing trend towards custom MarTech stacks, which manage email, social media, ads, and apps. Imagine having a system perfectly tailored to your clients’ needs. Well, now you can! Marketers are now leveraging martech stacks, assembling different tools to create seamless customer experiences across various channels. Pretty nifty eh?
83% of marketers have replaced or upgraded a part of their martech stack in the past 12 months according to Wildfire. People aren’t just settling for any old average stacks. They are constantly trying to find ways to improve their tailored MarTech toolkit.
Ultimately, the decision depends on various factors unique to each business. This is where our expertise as an agency comes into play, as we can provide guidance on selecting the right solution for your needs.
It’s important to consider the pros and cons of an all-in-one CRM system, as while it offers convenience, relying solely on one system can pose risks if any part of it fails. This is why it’s essential to weigh your options carefully and avoid putting all your eggs in one basket. Additionally, advancements in technology are making powerful marketing systems more accessible, so businesses should explore their options before making a decision.
Do I need a CRM system?
If you’re in the B2B space, then yes you do. CRM software is essential for your organisation – from managing your sales pipeline to orchestrating your marketing outreach and beyond, CRM software plays a pivotal role in ensuring seamless operations and optimal performance.
If you’re a D2C brand, then a CRM system might be a costly expenditure if your primary requirement is communication to end users through a variety of channels. You may find that your optimal solution is a custom MarTech stack, not an all-in-one CRM. For most D2C brands, a powerful Marketing system connected to a Data Warehouse or Customer Data Platform (CDP) is more than sufficient and often a fraction of the cost of a pure CRM.
Which one do I choose?
So you’ve seen how each is different but how do you pick the winner? Choosing depends on factors like the size of your business, your goals, (what are you aiming for?) your sales strategy, your budget, and your resources (are you a one-person show or a full-blown circus?) Don’t invest in platforms you don’t need, right now you might not need both, but when the time comes and you grow, there are options for you to combine them all so don’t worry.
Here are some questions to ask yourself when choosing the right one for you:
What are my goals and objectives?
For example, if your primary goal is to automate email marketing campaigns, a Marketing Platform might be good. However, if you require more comprehensive automation across multiple channels, a CRM platform with marketing automation capabilities may be the one for you!
What channels do I need to engage with my audience/customers?
Determine which communication channels are essential for your marketing efforts. If you rely on email marketing, a Marketing Platform is the one – However, if you need to engage with your audience across multiple channels such as email, social media, and webinars, a CRM platform with multichannel capabilities is a better option.
What do I need to manage lead nurturing and conversion tracking?
When it comes to lead nurturing, campaigns, and automated workflows, Marketing Platforms are great however their conversion tracking can be a bit… meh. Get a platform that is more advanced offering personalised drip campaigns, lead scoring, and detailed conversion tracking. And while CRM systems are great for managing relationships and sales, they might not have all the bells and whistles for lead nurturing. So, choose wisely!
Can I integrate platforms?
Yes, you can! We see clients with a range of different tech stacks daily, you have to find what works for you. If you need a helping hand with this, just give us a shout.
When it comes to integrating a CRM and Marketing Platform, it’s like combining a Big Mac and fries, yeah, they’re great on their own but together – a match made in heaven. It can help segment your email lists with more detail and personalisation which is MASSIVE right now!
Are you looking for support?
We have over a combined 80 years of experience as a CRM agency. That’s 80 years of digging around CRM platforms, managing system migrations, and creating user-focused email journeys.
Our friendly CRM and MarTech experts are always on hand to support you in any way we can. You can reach us by phone, email, or via our contact form.
We hope to hear from you soon!
