What is the difference between CRM and MA? Explaining the differences in functions between the tools and the benefits of linking them together

This time, we will explain the differences between CRM and MA and the benefits of linking the two tools.

What are CRM and MA?

Let’s take a look at the characteristics of each.

CRM Features

CRM is all about maintaining good relationships with customers

CRM stands for Customer Relationship Management, a management method that emerge in the late 1990s, and the tools that realize CRM are also calle CRM.

By centrally managing a variety of information using CRM, including basic customer information such as name and contact details, as well as purchase history, inquiry history, and campaign participation status, you can analyze the information in real time.

It is characterize by the fact that it allows you to carry out appropriate promotions for existing customers, which helps you maintain friendly relationships with customers and instagram data improve customer satisfaction.

CRM is explaine in detail on the following page. Please refer to this page as well.

Reference: What is CRM (Customer Relationship Management)?

SFA use in conjunction with CRM

It is sometimes referre to as CRM/SFA, so let’s take a look at SFA as well. SFA is an abbreviation for Salesforce Automation, and it is a method for improving the productivity of all sales activities and the tools that can achieve this.

SFA supports the streamlining of sales activities, speeding up order intake, and increasing sales by sharing customer information and sales progress held by each sales member. It can be said to have a high affinity with CRM.

Characteristics of MA

MA stands for “Marketing Automation,” a concept if you miss even one of these steps that became known in the 2000s and is a little newer than CRM. It refers to automating and streamlining marketing activities using IT, and the tools use to achieve this are also calle MA.

MA is a system that finds and develops potential customers, selects high-potential customers, and connects them to the next sales process. However, it can take time to connect them, and not all discovere potential customers will immediately become sales candidates.

One of the roles of MA is to continuously distribute information in order to maintain connections with potential customers.

For more information on MA, please see the following article.

Reference: What is MA (Marketing Automation)? How to introduce the tool and examples of its use

Difference between CRM and MA

CRM and MA, including SFA, are often tongliao phonenumber list confuse, but they have different functions.

The sales process can be divide into three stages: acquiring potential customers. Converting potential customers into customers by receiving orders. And maintaining relationships with customers. The sales process can be divide into three stages: acquiring potential customers. Aconverting potential customers into customers by receiving orders. And then maintaining relationships with customers. Different tools are use depending on the stage of the sales process.

The main role of MA is to acquire and nurture potential customers, while the main role of CRM is to manage information on existing customers. And the link between CRM and MA is SFA, which is responsible for taking orders from potential customers and turning them into customers.

CRM and MA functions

Let’s take a look at the main functions of CRM and MA. Note that the functions of CRM and MA may differ slightly depending on whether they are for B2B or B2C businesses, but this time we will focus on tools for B2B businesses.

CRM Features

There are three features that any CRM should have:

Customer Management

Customer information management is the core function of CRM.

You can update and share basic customer information, purchase history (date of purchase. A product or service, purchase amount, frequency of purchase, etc. And communication information such as inquiries and complaints in real time, so you can always check the latest information about your customers.

Customer analysis and marketing support

CRM enables various analyses base on customer data, which is expecte to improve the quality of marketing activities.

In addition, executives and managers can take advantage of the fresh customer analysis data obtaine from CRM to make accurate decisions quickly.

Campaign and promotion management

Customer data can be groupe base on attributes such as purchase amount and purchase items, allowing you to create e-mail newsletters and direct mail for each group. And use different cross-selling and up-selling methods depending on the group.

This will enable more strategic sales activities and reduce inappropriate responses to customers, which is likely to help improve customer satisfaction.

MA Functions

The main function of MA is to handle the three-step proces. Of discovering potential customers, nurturing them, and then passing on those with potential to the next step.

A potential customer is calle a “lead.” Acquiring a lead is calle lead generation, nurturing it is calle lead nurturing, and selecting it is calle lead qualification.

Lead generation involves centrally managing customer information collecte through inquiries on your company’s website and events.

Lead nurturing providing information at the right time using. SMS, email, social media, etc., and increasing customer interest by utilizing features such as steppe emails and advertising delivery.

Lead qualification nurture prospects base on their interest level and attributes. Using the scoring function, you can efficiently approach customers who are highly motivate to purchase.