As a digital marketing agency, managing client relationships is a core part of your business. Your clients likely span various industries and are at different stages of growth, each with unique needs and expectations.

In the early days of your agency, your primary focus may have been on delivering exceptional services rather than carefully building a robust tech stack. However, as your business grows, you might find yourself searching for more efficient ways to manage client relationships. This is where a CRM can make all the difference.

So, what exactly is CRM in digital marketing? Short for customer relationship management, CRM refers to the processes and technologies that help your agency streamline tasks such as acquiring new customers, communicating with prospects and existing clients, and re-engaging past customers.

In this guide, we’ll explore how a CRM can benefit your agency and share actionable tips to help you choose the right solution for your needs. 

Table of Contents

• What is CRM in Digital Marketing?
• Benefits of CRM in Digital Marketing
• Tips for Choosing the Right CRM
• Frequently Asked Questions

What is CRM in Digital Marketing?

CRM for agencies consists of these processes:

• CRM lead generation through composing and maintaining lists with prospects’ contact information.
• Nurturing prospects with sales and marketing materials to move them through the sales funnel.
• Lead scoring to identify the leads that are most likely to become paying customers and dedicate more time and effort to convincing them to convert.
• Onboarding through sending out step-by-step guidelines on how to get started with each of an agency’s marketing services.
• Re-engagement of dormant leads or previous customers by launching retargeting ads campaigns or sending out email campaigns.

CRM in digital marketing is impossible without the use of CRM systems. A CRM system is a technology that houses the customer database. CRM systems can be either on-premise or cloud CRMs, depending on where the data is stored. 

On-premise CRMs are tied to in-house servers and networks, which makes them more costly. Cloud-hosted CRMs run on a remote infrastructure managed by a CRM provider. Cloud-hosted CRMs fall under the category of SaaS (Software as a Service) solutions.  Another way to differentiate CRMs is to categorize them based on their specific functions:

• Operational CRMs rely on machine algorithms to automate manual tasks, such as logging prospects’ contact information or sending out emails in an email outreach campaign.
• Analytical CRMs rely on machine learning and intelligence to perform tasks, such as sales forecasting, lead scoring, and customer segmentation. Basically, anything to do with detecting patterns and carrying out calculations that are too time-consuming for human analysts.
• Collaborative CRMs provide channels to facilitate communication between partners, team members, and customers.

Benefits of CRM in Digital Marketing

A cloud-based CRM that combines operational, analytical, and collaborative functionalities under one roof, such as Vendasta’s CRM, can become a life-savior for your marketing agency.

Streamlined Marketing Efforts

Modern marketing strategies are founded on the philosophy of radical behaviorism developed by B. F. Skinner. This theoretical framework posits that human behavior is entirely predictable if all causal factors that trigger certain actions are known. 

As you can imagine, dozens of events form a chain of causality behind any purchase decision. Tracking all of them is beyond human capabilities. The same doesn’t hold for machines that agglomerate more and more data about individuals as we spend more and more time in the digital world. 

An AI CRM can analyze your prospects' behaviors to uncover patterns and identify the sequences of online actions that typically lead to successful deals. And it doesn’t stop there. AI-powered CRMs can continuously monitor your prospects, highlight those most likely to convert, and strategically guide their journey. Targeting these high-potential leads with tailored advertising materials gives them the final nudge they need to choose your agency.

Pretty cool, right? Since the CRM takes care of sending out emails, sharing sales engagement materials, and making upselling or cross-selling recommendations, adopting a CRM results in significant time savings for your team.

Enhanced Customer Relationships

Since machines never sleep, by adopting a CRM, a.k.a. client management software, you can ensure that none of your prospects and existing customers are forgotten.

While your team members can easily get bogged down with tasks and miss the time to send out an email asking for feedback or informing customers about a sales promotion, an AI-powered CRM is your trusted employee that always gets the job done.

Not only is a CRM immune to such human weaknesses as tiredness and forgetfulness, but it’s also not prone to mood swings that pose a threat to a client-agency relationship. 

For example, a CRM that is integrated with an AI-assisted web chat is a patient source of answers to all customers’ potential queries and concerns. 

No more need for your team members to answer the same questions over and over again. A chatbot can not only take care of answering FAQs but also nudge website visitors to provide their contact information for future follow-ups.

Improved Customer Retention

Remember how we discussed the power of AI in identifying behavioral patterns that signal a high likelihood of specific outcomes? An AI-powered CRM can serve as a predictive tool, analyzing customer behavior with increasing accuracy to anticipate their next moves.

However, the applications of this insight go beyond marketing. Machine intelligence can also pinpoint existing customers at risk of churning, empowering your team to take proactive steps to retain them. For instance, schedule a face-to-face meeting to address concerns, resolve issues, and strengthen the relationship.

Modern CRMs have evolved from the traditional sales funnel into a sales flywheel, emphasizing seamless customer experiences at every stage, from onboarding to support. Today’s customers value frictionless interactions with brands, and a well-designed CRM ensures just that.

By streamlining client communication and automating customer experiences, a CRM eliminates common inefficiencies, such as missed client reports or delayed follow-ups, ultimately reducing friction and helping to lower customer churn.

Tips for Choosing the Right CRM

You’ve probably heard about the wide range of CRM digital marketing systems available on the market: Salesforce CRM, Monday CRM, Zoho CRM, and Vendasta’s white-label CRM, to name a few. It’s easy to get overwhelmed. Here are a few tips to help you make the decision you won’t regret later.

Understand Your Agency’s Needs 

Consider your priorities and what you want to achieve by implementing a CRM. Are you looking to improve your agency’s:

• Sales strategy by automating sales activities
• Marketing campaigns by streamlining email automation
• Customer service by speeding up problem resolution
• Customer communications by automating client reporting and payments

Based on these priorities, you can choose a CRM that aligns with your agency's needs, whether it’s tailored to sales, marketing, or customer service.

For example, Vendasta’s CRM is particularly useful for your agency’s sales and service teams. It streamlines prospecting and sales pitching by helping your sales reps identify local SMBs with a poor online presence. For example, it can pinpoint a business with an unclaimed Google profile. 

Next, the CRM generates a Snapshot Report that your sales reps can use to prove to potential clients why they need your agency’s services. The Snapshot report details all the aspects of your prospect’s marketing strategy that are lagging and need urgent attention.

Through integration with an AI-powered webchat, Vendasta’s CRM makes customer service a breeze. This chatbot lives on your website and tirelessly collects contact information about your website visitors and channels this data into the CRM. 

You can decide what happens to these contacts with the help of workflow automation. For example, you could instruct Vendasta’s CRM to send a lead nurturing email campaign if the prospect hasn’t reengaged with your agency after three business days.

Advanced Reporting and Analytics

Look for a CRM system that empowers your team members with the data they need to close more deals and serve customers more effectively. A CRM with comprehensive analytical functionality should be able to:

• Score leads
• Assist with sales pipeline management by forecasting future sales
• Providing recommendations on what actions sales reps should take to meet their sales quota
• Create audience segments
• Identify upselling and cross-selling opportunities 
• Categorize existing customers based on their profitability
• Perform sentiment analysis

Vendasta’s CRM offers all of these capabilities. First, it assists your sales reps with opportunity management by identifying hot leads based on their email opens, clickthroughs, and engagement with your content.   Next, the CRM provides your sales reps with a bird’s eye view of how many prospects are at each stage of the sales funnel: how many leads you have in the pipeline, how many of those are qualified, and how many are at the proposal stage as well as the dollar amounts associated with each contact.

Vendasta’s CRM seamlessly integrates with Vendasta’s Business App, which is a white-label client portal that provides your clients with data on how their marketing campaigns are performing.  Whenever the clients log in to see their Ad Intel—a dashboard containing the marketing KPIs from all advertising channels in one place—they also get a recommendation on additional services that can help them boost their online marketing even further. 

Whenever you want to leverage Vendasta’s CRM to send out review requests to your customers, you can gauge their NPS first to make sure you amplify positive feedback and grow your agency. 

Prioritize Ease of Use and Scalability

To help your agency take full advantage of the time savings and efficiency—the golden promises of CRM marketing automation—analyze how straightforward its implementation will be and whether the CRM will scale with your needs.

Consider asking the following questions:

• Is the CRM system customizable to meet your agency’s need to project a coherent brand identity in every customer interaction?
• Does the vendor offer documentation and resources to help troubleshoot any problems or quickly get questions answered?
• Does the vendor demonstrate effective communication skills and always respond promptly, thus projecting confidence that the CRM will get implemented during your desired timeline?
• Is the CRM cloud-based, and does it integrate operational, analytical, and collaborative capabilities into one box?

Vendasta’s cloud-based CRM nods to every question. As a white-labeled martech provider, Vendasta has an extensive Content Library filled with guides that help agencies solve their problems quickly and efficiently. 

With decades of experience working with marketing agencies, Vendasta has a team of customer service professionals ready to answer any of your questions or concerns in record times.

Transform Your Digital Marketing with CRM

In today’s fast-paced world, busy SMB owners expect seamless, frictionless customer experiences. To meet these expectations and stay ahead, it’s essential to upgrade your customer management strategies by adopting a CRM tailored for digital marketing.

If you’re looking for a powerful, cloud-based solution that not only empowers your sales, customer service, and marketing teams but can also be resold to your clients, Vendasta’s white-label CRM is the perfect fit.

This advanced technology leverages AI to enhance key processes like prospecting, lead nurturing, customer management, onboarding, and even invoicing. By partnering with Vendasta, you’ll join a thriving network of like-minded marketing agencies dedicated to helping local SMBs succeed in an ever-evolving digital landscape.

Ready to learn more about how Vendasta can transform your agency? Request a demo today!

CRM Digital Marketing FAQs

What metrics can CRM in digital marketing monitor?

The most common metrics are email open rates, lead conversion rates, customer acquisition costs, customer lifetime value, and marketing campaigns’ ROI.

What digital marketing tools can be integrated with a CRM system?

CRM integration allows for connecting to email marketing platforms, such as Mailchimp, social media management tools, such as Meta Business Suite and Google Analytics, and content management systems (CMS), such as WordPress. 

What security and privacy standards should a CRM system meet?

The key ones are SOC 2 Type II Compliance and two-factor authentication. Also, depending on your marketing niche, you might want the vendor to be HIPAA-compliant.