Using a CRM as Part of Your Marketing Strategy

Selling to existing clients is cheaper, easier and quicker to do, so why wouldn’t you do this? Finding new clients is of course still a must do but making the most of who/what you have is a priority at this time. A CRM (Contact Relationship Management) that nurtures such clients through your sales process and customer journey really can enable the whole cross selling and upselling piece.

“A goal without a plan is just a wish”. This is a quote many of us will have heard of, and one I totally agree with. It is a concept and a philosophy I abide by and advocate my clients do so too. In this guest blog for Julia Blake, I will talk about marketing planning, why have a strategy and the benefits, when to have a plan and where does your CRM come into play in this whole marketing/planning and strategy mix.


Why do you need a marketing strategy and plan?

The strategy piece is your foundations of the business eg your target audience, your messaging and what you want to achieve. Once you know this who and what, you need to look at the how eg the marketing channels to use, include online and digital such as websites and SEO. Then the strategy needs to convert into a plan of when and by whom.

In my opinion, a lot of growth is down to planning and down to knowing these basics.  Marketing shouldn’t be seen as a tick box exercise, and it is important to know your business why and to know the purpose of your marketing. Time and attention need to be given by you the business owner to your overall business and its marketing and as such, a plan is the way forward. Some of the benefits of a plan include:

  • Being more organised

  • Being logical

  • Building the foundations

  • Saving time, money and resource

  • Making informed decisions


What is included in a marketing strategy and plan?

There are 7 stages to a comprehensive strategy and plan document, or a roadmap if you will. These are:


1. Objective Setting – setting goals and knowing your why (including competitor analysis, keyword review, market research, website review, social media profiles review and SMART goal setting)
2. Defining the messaging – the wording used to attract your audience and understanding your niche/USP
3. Pinpointing a strategy – this is the blue sky thinking by us before the doing
4. Refining the target audience – your ideal client avatar, plus your prospects, leads and then your customers
5. Developing the tactics – what marketing channels to use plus collaborations


6. Implementing the plan – this section is split into 3 phases along with outline budgets.  Phase 1, the foundations. Phase 2, the one-off campaign and 90-day marketing activity. And phase 3, a 30-day mini marketing plan
7. Measuring and evaluation – knowing the results then the ROI


What is the general marketing planning process?

An agency like myself or your current provider, should/will work with you the client by brainstorming where the business is now and where it wants to go, what you/the business is doing and not doing and what marketing is being done already and what isn’t. They/we will also ask questions and seek out answers and the current state on play on areas like competition, USP, messaging, trends, markets, target audiences, lead sources, budgets, resources available and more. These findings are then collated, analysed and turned into a bespoke marketing strategy and a plan to implement.

Where does a plan fall into the overall marketing journey?

Is there such a thing as a right time? Not really, but a good time or situation to create and write a strategy and plan are at the beginning/start-up of a business or when the business has grown or is planning change eg post pandemic or when a new service is being launched, or when the business owner, you, realises things are ok but they could be better. The reason for these times being optimal is before decisions are made and at the start of things to enable the groundwork to be laid out, the foundations set and things to be well thought through before taking action.

Where does your CRM fit in to this whole process?

A CRM, as I am sure you know, is a contact relationship management tool. It is a vital piece of software, such as tools like Capsule, that’s helps you and the business get organised when it comes to generating leads, nurturing these leads through your customer journey/sales process, converting them to clients and then continuing the relationship. To put it simply.

So where does this CRM piece fit into the marketing strategy? In paragraph two, what is included, the last stage of the strategy piece is developing the tactics; what marketing channels to use. This to me is where a CRM would fit it as this where we look at what channels such as email marketing, lead gen and so on. The CRM will support your marketing groundwork of working through your data, email marketing options, GDPR, sales process and so on. And then moving into the plan part itself and the implementation of such channels, your CRM will play a key role too as the system will help you ensure all prospects and suspects go through each step of the sales process and then you can measure all stages, all successes and so on. This measuring will provide insights for future marketing and future sales opportunities. Invaluable!

Who a plan is for AND who a plan is not for?

A plan IS NOT for you if you don’t mind making poor decisions and if you have time and money to waste. This isn’t many of us by the way! A plan may also not be for you if you haven’t got the time or resource to implement it nor have the budget to outsource the implementation.

A plan IS for you and your business if you want stop wasting time and money on the wrong marketing. And a plan is for you is to avoid overspending, wasting time and making poor decisions and if you want the desired outcomes and ROI.


What else do you need to know about marketing planning

Without a plan it will be harder, longer, more expensive, and stressful to grow your business, it is that simple.

“If you don’t know where you are going, you will probably end up somewhere else.” –Lawrence J. Peter


Guest blog from Nicole Martin

Pinpoint Marketing Consultancy Ltd

As a successful marketer, with experience in agencies and inhouse, Nicole Martin and her marketing agency specialise in creating/implementing marketing strategies and plans for B2B professional service businesses, supporting the business owner to not only have a plan but to implement it and with accountability too.

Nicole helps businesses to grow from where the business is now to where they want to be, without overwhelm. Marketing isn’t a tick box exercise, and it results in great ROI when executed with consistency.

How can I help you grow your business?

Implement CapsuleCRM – I have been helping clients increase revenue, reduce costs, make the most of their contacts, manage their pipeline and deliver great customer service for over a decade.

Design and install the perfect bespoke CRM – Capsule really is a great solution for coaches, consultants and service based business owners and when it is integrated with Transpond and Xero you have really solid foundations in place to grow your business.

Improve your existing CapsuleCRM – If you’ve already got Capsule but don’t feel you’re getting the full benefit, book a complimentary consultancy half hour with me and I can advise the best way to improve it and boost your business growth.

Learn from my experience – Download my free ideal client avatar ebook, and sign up for my regular Growth Hack Bulletin email.