The majority of business initiatives revolve around efforts to keep customers happy, retain clients, and attract new ones. Winning the business of customers can lead to more profit for an organization and is thus a critical component of its success.

Marketing customer relationship management (CRM) software supports the tasks and processes that enable organizations to maintain positive relationships with their clients. Read on within this guide to learn more about how marketing CRM software benefits organizations and businesses and the best marketing CRM solutions available in 2022.

Table of contents

What is Marketing CRM Software?

There are various types of CRM software systems that work in different ways to enable organizations to improve and maintain their customer relationships. They each use automation to streamline tasks and automate repetitive responsibilities related to customer relationship maintenance. These aspects of CRM technology can enable users to spend their time on more critical work processes.

However, there are factors to marketing CRM software that distinguishes it from other CRM technology forms. While marketing CRM software uses automation to simplify work processes and repetitive tasks, it also helps users organize their audience data and gain insights into ways to advertise their products and services to attract business.

These software systems are often utilized by customer service, marketing, and sales teams. They can enable users to easily track and manage their communications with their clients and the public, and many systems provide analysis features to explore relationships and trends within their consumer datasets.

After analyzing the data, CRM marketing systems can then provide insights to users, benefitting them by enabling them to better understand their audience and make informed data-driven decisions.

Top Marketing CRM Solutions of 2022

Zoho CRM yes yes yes yes
Capsule CRM yes no yes no
PipeDrive yes yes yes yes
Hubspot CRM yes yes yes yes
Zendesk CRM yes yes yes no
Agile CRM yes yes yes yes
Product Data Management Marketing CRM Analytics Workflow Management Campaign Development

CRM Software Common Features and Functions

Data management

Organizations often use marketing CRM software to take care of customer relationship management for their businesses. Therefore, they likely have multiple customer and business data sources, like online product ratings, customer service request frequency, and more.

CRM software systems should take the hassle out of organizing this data for its users. Tools with data management features can automate the data collection process and store relevant data in accessible locations for easy utilization. Some software can even organize lead prospects into categories based on their interactions to help with lead generation and lead nurturing.

Marketing CRM analytics

Once data has been collected and organized, users still need to process it in a way that enables their business to gain actionable insights. Marketing CRM software with analytics can use organizational data to provide visibility into users’ marketing efforts and produce information that furthers their understanding of customer relationships. Users can then apply this knowledge to future business plans and marketing content production.

For example, users can analyze their customer relationship data related to their digital campaigns to measure their performance. With marketing CRM analytics, each decision that users make regarding their marketing initiatives will be backed by data insights and can help them facilitate positive customer interactions.

Workflow management and automation features

Many CRM software solutions contain workflow management features that eliminate repetitive or redundant tasks for users. For example, organizations can configure customizable workflows that automatically trigger actions in response to specific events. As a result, automated workflows can keep teams on track and speed up work processes.

This feature also reduces unnecessary tasks for workers, allowing them to dedicate their focus toward more pressing matters and minimizing their workload to reduce the likelihood of burnout. Additionally, automated emails can facilitate a constant connection with customers, taking up little-to-no user effort.

Campaign development features

Marketing CRM software solutions usually contain campaign development features. Workers no longer need to utilize third-party planning tools to manage their future campaigns, as these systems have everything they require to create, customize, and implement advertisements for organizations’ products and services.

This feature can help users maintain their customers and process leads. Additionally, campaign development features also make it easier for teams to visualize and identify the status of their clients and leads throughout their sales pipeline.

Marketing templates

Marketing campaigns can involve various types of advertising methods. Popular methods can involve marketing through email engagements, social media posts, web pages, and more. CRM solutions make it easier to develop these advertisements through marketing templates.

Additionally, many of these tools provide marketing templates that are highly customizable, so organizations can create ads that contain their unique information and set them aside from competitors. Some of these tools even include SEO features to provide users with suggestions for implementing language into their ads, making them more likely to be discovered via online search engines.


A significant aspect of marketing CRM software solutions would be their ability to integrate with other tools. For example, a CRM system that supports integration with social media platforms can make it possible to develop marketing methods and schedule them to be posted at predetermined times.

Integrations with social media and other business software systems can also allow CRM systems to gather and analyze essential data from various data sources and process them to provide actionable insights regarding marketing activities.

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