Tech Jobs: What is a CRM Marketing Manager?

Do you want to learn what a CRM Marketing Manager is?

At Wahl+Case, we have helped hundreds of people land marketing jobs at some of the hottest tech companies in AdTech, FinTech, Consumer Tech, and Enterprise Tech, so keep reading if you want to learn all about CRM Marketing.

What is CRM?

First, let’s define CRM.

CRM stands for Customer Relationship Management, meaning tracking and managing information on each of your customers or prospects to better tailor your sales activities to their needs.

The term CRM often refers to tools such as Salesforce, Hubspot, and Zoho. These tools help you collect, maintain, and manage the data on your relationship with your customers and prospects.

Here is a quote from one of our clients, Hubspot, that dives into the benefits of using a CRM:

“You can use CRM software to keep track of interactions, data, and notes about customers or potential customers. The data is stored in a central database and is accessible to multiple people within an organization. A CRM helps streamline sales, marketing efforts, customer service, accounting, and management for growing companies. Multiple people can access and edit the information about a particular client’s customer journey.”

Read their full breakdown of what a CRM does and why companies use them here.

Ok, now that we know what CRM is, how can we use this for marketing?

What is CRM Marketing?

CRM Marketing leverages the Customer Relationship Manager (CRM) as a central hub to store all of your customer interactions to inform your marketing decisions.

CRMs are powerful tools for marketing because they allow you to align with the sales team on where the customer is in their customer journey. It gives you the insight you need into the forms of marketing that will be the most effective for each customer.

Here is a great article from Mailchimp going over the benefits of CRM in Marketing:

“Get a better sense of who you’re marketing to. When you create a central location for customer reports, you see a clearer picture of who you’re talking to and can keep track of any changes as your business continues to grow and evolve.
Send the right content to the right people. When you use data to target your messages, it makes it easy to send content that matters to customers (which makes it more likely they’ll keep listening). Particularly for small businesses relying heavily on marketing to position their brand, tailoring messages to specific segments is key to making sure you don’t overload your audience.
Use your data to find new people to talk to. Creating campaigns based on your existing audience knowledge makes it easy to find the people most likely to love what you have to offer, so you can be smarter about targeting your campaigns and getting the most out of your budget and increase your sales productivity.
Find new ways to talk to people with shared interests. By seeing all of your data in one place, you’ll start to notice patterns in who your contacts are and what interests them. And the more you know about audience trends and preferences, the easier it is to think of new ways to talk to your audience and improve your campaigns.”

What does a CRM Marketing Manager do?

As a CRM Marketer, you will target customers according to their stage in the customer journey.

This can cover a range of campaign types from email to advertising, using tools like Marketo, Salesforce Marketing Cloud, Eloqua, or other marketing automation tools.

Here are a few of the common responsibilities:

Perform marketing activities including campaign briefing, copywriting, email creation, and campaign optimization.
Use CRM tools to create audience segments to target relevant cohorts with appropriate campaigns.
Create and execute customer engagement/acquisition strategies in line with the company’s marketing and financial objectives.
Leverage industry-leading marketing technology such as Salesforce Marketing Cloud, Marketo, and Hubspot to develop, build and schedule campaigns
Adopt a Test & Learn approach to campaign development, carry out regular A/B and multi-variant testing.
Utilize a variety of analytics tools including Tableau and Google Analytics to conduct regular post-campaign analysis

What Opportunities does a CRM Marketing Manager Have?

Because CRM Marketing is a relatively new field you will have the opportunity to grow. Here are some of the opportunities you will have:

Create impactful campaigns using direct feedback from the customers and sales teams
Learn to be the gel between sales and marketing to drive growth
Gain cutting edge CRM and Marketing automation skills using the best in class tools
Grow a data first skillet that is valuable to every industry and company

What are the Requirements to Become a CRM Marketing Manager?

Of course, these can vary from one company to another, but typical requirements to get hired as a CRM Marketer usually involve:

Bachelor’s degree in Communications, Marketing or IT related focus.
Experience as a Digital Marketer, Marketing Automation Specialist or CRM Marketing Specialist
Experience with Salesforce Marketing Cloud (desirable), Eloqua, Marketo, or other marketing automation platforms.
Graphic design, email design experience desirable and/or HTML/CSS experience