We find out what a CRM marketer does and why his work is so important for business.
Who is a CRM marketer?
Tasks and responsibilities of a CRM marketer
What a specialist needs to know and be able to do
Differences between a CRM marketer and an email marketer
Salaries and Career
How to Become a CRM Marketer
Who is a CRM marketer?
Table of Contents
A CRM marketer is a specialist who is responsible for business communication with current and potential clients. The abbreviation CRM stands for customer relationship management, translated into Russian – customer relationship management.
CRM marketers are often confused with email marketers. But these are different professions. Despite the fact that both specialists deal with communications with clients, their functions differ. Below in the article we will figure out what the difference is, and first, let’s talk about the tasks that a CRM marketing specialist solves.
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Tasks and responsibilities of a CRM marketer
Globally, the CRM marketer is responsible for:
- for the customer’s user journey: when and what information a person receives from the company;
- for your contribution to achieving the company’s business goals: influencing sales and other metrics.
Why is this important: a business always pays money and time to attract users, and in return receives knowledge about the user that it can rely on. A CRM marketer determines which messages can motivate the user to make a purchase or provide assistance. Such communication has every chance of becoming effective, since it is created taking into account the user’s needs and their previous experience of interacting with the business.
The work of a CRM marketing specialist can be divided into several components:
- development of a CRM strategy – what information and through what channels needs to be conveyed to users to achieve business goals;
- audience segmentation – combining users into groups based on certain characteristics (geography, purchasing activity, etc.);
- development of a communication map – what information needs to be sent to the user at different stages of communication (promotional letters, order confirmation, letters to reactivate the user and other information);
- creation of text and visual content;
- working with the content of communications;
- setting up communications in channels;
- analysis of results.
A CRM marketer does not work in a vacuum; he needs to communicate a lot with other company employees:
- our own production team: copywriters, designers, email marketers, analysts, junior specialists;
- performance department employees who are responsible for attracting clients and work in conjunction with the CRM marketer to increase conversions in the funnel;
- customer service specialists who are the first to learn about all the difficulties that clients face;
- a product team that looks for ways to improve the product and collects information about the user experience from both customers and the company employees who interact with them.
This approach to the work of a CRM marketer is useful for both business indicators and clients. Active communication between employees who can influence the product or communication about it helps the business increase the conversion of potential clients into current ones. And for clients, this provides access to information about the product of interest and the opportunity to leave a review that will definitely be heard.
At the same time, a CRM marketer most often does not create content for mailings independently. His responsibilities are to choose a communication vector and draw up a technical task for the employees of his team. But in small teams such a division may not exist.
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What a CRM Marketing Specialist Needs to Know and Be Able to Do
Soft skills
- communication with internal divisions of the company and with users;
- ability to defend your decisions to management and other departments;
- well-informed and creative: non-standard communications often work better than the usual ones;
- systematicity and love of order: any means of communication must be tested and checked before being sent to users, to see how links open, images are displayed, and so on.
Hardskills
- detailed knowledge of at least one marketing tool for CRM communications: Sendsay, Mindbox, Unisender and others. It is important to understand where user data is stored, where segments can be collected, where event data can be transferred, and so on;
- understanding the principles of operation of the operational CRM systems amoCRM and Bitrix24, which accumulate user data and allow you to build the main stages of the business funnel. It is important to know how a company can use this data and transfer it to marketing systems, how to make changes to operational processes, create new funnels, and so on;
- the ability to analyze communications: what percentage of users open newsletters and click on links, how customer cohorts behave depending on the actions of the business, which of our hypotheses bring profit to the company, and so on;
- knowledge of the basics of email layout and the ability to make changes to the mailing list;
- basic understanding of business: what place CRM marketing occupies in the system and how it affects the company’s results.
These soft and hard skills cannot be ranked by importance. It is important for a CRM marketer to monitor the development of each of the skills at any stage of career development. However, as a specialist grows, the following changes occur in his functions:
- a novice CRM marketer works on a targeted solution to problems: for example, sending a letter with information about discounts or a push notification to users who have not purchased the company’s products for a long time;
- with experience, a specialist begins to focus more on strategic tasks and look for ways to achieve the company’s business goals using CRM marketing: for example, to fulfill a plan for investors in two years.
Differences between a CRM marketer and an email marketer
CRM marketers and email marketers are often confused. Even in job titles, these professions are often mentioned together. This happens because email marketing is one of the areas for which a CRM marketer can be responsible. However, these are different professions, because:
- CRM marketers are responsible for working with types of communication in different channels: email, SMS, instant messengers, social networks;
- email marketers work with one channel.
- navigate all communication channels;
- know the content features for each channel;
- understand which channel to use at what stage.
There are similar tasks, too. It is important for both specialists to focus on the company’s business goals, develop communication strategies, analyze and segment the audience, and prepare relevant content for it.
In companies where the CRM marketer has his own team, it may also include an email marketer.
Salaries and Career
The average salary of a CRM marketer is 115 thousand rubles. To start in the profession, you do not need to draw up cases or a portfolio. It is enough to indicate the skills that were acquired during training as a CRM marketing specialist.
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How to Become a CRM Marketer
The easiest way: take marketing courses → get an internship or immediately get a position as a beginner specialist.
What to look for when choosing a course
- cases: posts and articles by course graduates who talk about what they liked about the training and what they didn’t, will help you choose the right course;
- the support model: who and at what stage will help students during their studies. For example, in the Practicum, students are supported by mentors – current CRM marketers from large companies.
Is it necessary to do internships?
Yes. The course will give only 50% of the skills, the remaining half must be obtained by working on real tasks. The internship issue can be partially closed if the course includes case training.
How to Find Your First Job as a CRM Marketer
- request test assignments from companies with open vacancies;
- complete test tasks, paying attention to the skills that are required for them;
- request a detailed response in case of refusal;
- work on the skills that were lacking to complete the test tasks;
- enter a new circle of communication with companies.
