Written by Dan Marzullo

July 8, 2020

Utilizing an organization tool to increase marketing efforts seems pretty simple. All your data’s in one place for everyone in your company to access and everyone is internally on the same page. What does organization have to do with successful marketing efforts? Everything.

Utilizing a CRM platform for your eCommerce marketing efforts will provide your business with a huge ROI and help you achieve a better relationship with your end-user, audience, and customer. It’s all about the customer journey and when they feel that connection, appreciation, and respect throughout it, you’ll feel it in the form of dollars. 

What is CRM?

CRM stands for Customer Relationship Management. If you think about it, the relationship you have with your customer and how you manage that contact is of supreme importance for business success.

A customer relationship management system is a technology that manages customer relations, along with the data associated with them, including behaviors, purchases, activity, and more. Customer Relationship Management goes way beyond email addresses and acts more like a record from the start of the relationship with the client to the current stage of the relationship. 

The idea behind CRM technology is to dig deep into your customer base. Knowing the who, the how, the what and the why will help you forecast their needs and be able to deliver solutions quickly through marketing automation. When the customer’s put first, they get the best experience which means they’ll keep coming back. 

This brand loyalty leads to those important repeat customers who then tell their friends in the parking lot at school and post about it on social media. Now your customers are doing your marketing for you. Brilliant!

Organization is key to both business and life. Forbes.com shares why organization is, in fact, so important. “From sales processes to marketing campaigns and business analytics as well as customer data, CRM automates, and streamlines these processes for businesses.” CRM software can take information from various departments of your business and provide you with one place to house everything. This increases productivity which increases sales, yet still focuses on customer satisfaction. 

There are various types of CRM fit for various types of customers, which means no matter the size of your business or what stage your business is in, a customer relationship management system can benefit you immensely. 

The use of CRM is increasing YOY and here are some statistics to prove it:

  • Worldwide spending on customer experience and relationship management (CRM) software grew 15.6% to reach $48.2 billion in 2018 according to research from Gartner, Inc.
  • Grand View Research reports that CRM revenues are expected to reach over $80 billion by 2025 and is the fastest-growing software market. 
  • CRM can boost conversion rates by 300% 
  • In 2019, spending on software as a service (SaaS) will reach approximately $42 billion and represent 75% of total CRM spending
  • CRM remains the largest and fastest-growing enterprise software category today according to the latest market sizing, and market share research Gartner published this week

How can CRM bring value to your marketing strategies?

Now that you know what CRM is, it’s time to understand what it can do for you and your business. 


Customer information data, especially for larger companies can be massive. CRM implementation helps you probe this information and  narrow it down to the exact targets you’re aiming at. Even smaller companies can greatly benefit from CRM data. 

What customer relationship management tools do is look inside the mind of a potential customer. If this person researched one of your products, you can gain that information and then target them with Chat Marketing, whether that applies to email marketing, messenger marketing, which we’ll dive into a bit, SMS marketing, social media marketing or omnichannel marketing. 

Since you already know that this potential customer is interested in what you’re selling, you’re that much closer to a sale. You can then target them with social media ads and offers to close the sale. Since CRM technology stores information on habits and what your customers like and dislike, your target marketing efforts are successful. 


When you can predict customer behavior, it gives you a boost over your competitors. You can then target your customer based on the trends you’re seeing to ensure messaging is on point. CRM helps to filter out specific information such as purchases, behaviors, how they responded to previous marketing outreach, and more.

Individualized Content

CRM is a great complement to an existing content delivery system you’re already using. Let’s take Messenger Marketing, for example. Messenger Marketing is the process of getting people interested in your products or services using Messenger apps like Facebook Messenger. 

customer relationship

The goal is to grow your business by getting more leads and customers through personalized conversations. A Messenger Marketing strategy helps you connect with customers, provides informative content, and helps you take actions that are meaningful for your business, such as booking an appointment, downloading an app, or signing up for a service. 

When you can integrate your CRM tool into a platform like ManyChat, you’re now armed with specific information about your prospective and existing customers. Content is king, however, if it doesn’t reach the right person, the crown is worthless.

Using a CRM tool with ManyChat has tremendous benefits:

  • Helps you better optimize your marketing strategies
  • Helps to convert leads into customers  
  • Helps to create repeat customers through follow up campaign strategies

People want to feel special and know you care about their eCommerce business. They also want things when they want them, which means now. Messenger Marketing provides your targets with immediate responses and solutions. The CRM tool combined with the power of Messenger Marketing is the perfect way to build brand loyalty, target the right customers, and grow your business. 

customer relationship management examples

With Messenger Marketing, marketers are currently seeing open rates of 80% or more, and click-through rates greater than 30%. Those are promising statistics and as a marketer, it should be a no brainer to be using Messenger Marketing paired with a CRM initiative. In unison, these tools allow you to focus on the customer need and not the product you’re selling. This makes your business customer-centric and your customers will take notice and build trust. We all know trust funnels the sales pipeline. 

Here’s a great example of a real estate CRM and how stored data can be useful in qualifying and managing leads through sales automation. 

Let’s say you run a real estate business and have a Messenger bot helping you qualify your leads. Some of these leads want to buy a home, while others are looking to sell their home. While in the past, you may have organized the information coming in, such as phone numbers and emails, within an application like Google Sheets and then integrated those Google Sheets to a ManyChat account, there is a better way, a more organized way, to manage your buyer and seller leads. 

While a CRM is fantastic, it may not be within your budget, so in this instance, you, the real estate company, used an app that gave you the building blocks to turn your list of leads into a fully capable CRM system to close more deals. 

In the template, you have a master list of buyer and seller leads at different stages in the process. At any point in time, the summary page lets you see how many leads you have, the status of those leads, and the total dollar amount those deals are worth. Pretty cool and efficient, right?

Integrating your CRM with your ManyChat account is easy. Here’s a great instructional video to give you a step-by-step tutorial on how to get it done. 

You’ll learn how to set up a ManyChat CRM integration with the CRM Pipedrive. Although the video will be showing you how to integrate with Pipedrive, this process works universally with many other popular CRM software platforms. FYI, you will need a ManyChat Pro account as well as a Zapier account to achieve this integration.

Experience the benefits of a CRM today

To re-cap, a CRM program is an extremely useful tool and one that all marketers should be using. While a CRM system can be expensive, in the long run, it ends up being cost-effective. If you choose not to explore a CRM system for your business, you could be left behind in the dust. The benefits are tremendous and it could be your most valuable asset. 

  • Boosts sales
  • Reduces marketing expenses
  • Creates more productivity
  • Organizes data, enabling you to connect with your customers in a personalized way
  • Provides you with an inside view of the behaviors of your customers, making tailored marketing campaigns easy and effective
  • Increases internal productivity since multiple departments within a company can log activity and access customer data 
  • Enables you to easily oversee and evaluate customer interaction to strengthen customer relationships, convert leads, cultivate sales, and maintain customer engagement
  • Always puts the customer first
  • Easily integrates with platforms like ManyChat for the ultimate digital customer experience

Get started with a CRM system today and see how integrating it with ManyChat can boost your marketing strategy.