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The future of CRM in the journey of marketers

See in this article the future of CRM from a marketing perspective and how the consumer experience is as important as the products or services offered!
The pace of change in the market is accelerating, with new technologies and trends that are constantly emerging. And, it can be difficult to keep pace as we are bombarded by hopeful predictions from CRM software for marketing strategies, which promise exponential growth in short periods of 20% per year or long-term projections about where things are going - especially when it comes to what will happen 10 years from now.

In a competitive scenario, delivering a great product is no longer enough. Increasingly, the companies that are ahead in the market are those that offer differentiated customer experiences and a fantastic product. In essence, a system of CRM is designed to do one thing: manage your relationships with your customers and future leads to provide consistent and personalized experiences.

In general terms, CRM is about bringing together customer and potential lead information in a central application and guiding the sales team through the sales funnel. But it also does more than that. A good CRM helps you manage customer interactions in a way that will increase customer loyalty and generate profits that will increase your revenue.

To help you get all marketing insights and trends for CRM in your business, here is an article with the main information you need to know about this topic.

This article may interest you "What is CRM?"

What is the future of CRM from the marketing perspective?

1. Top-notch customer experience

Today, more than ever, business revolves around the customer, customer experience, making customer experience a vital differentiator for a brand.


What's more, this is in the top five list of priorities for 65% of women. MarTechs over the next three years, according to joint research from Forbes and Salesforce.


So, the objective of your business should be to provide a better experience in customer service. Not just to attract new potential customers, but to increase customer loyalty and avoid lost revenue.

2. Adoption of Artificial Intelligence - AI

A Artificial Intelligence - AI or machine learning is exceeding expectations, according to Salesforce research. The 2020 State of Marketing report indicated that the number of marketers who will use AI could jump from 29% in 2018 to 84% in 2022.


A integrating AI into CRM helps us better understand our customers — what they buy, how often, how much, their support needs, and more. This will help us to create a better, more personalized experience for our customers.

3. Data reliability

More than ever, data arrives from more sources and comes in different forms. Salesforce research predicts that marketing professionals used an average of 12 data sources in 2021 and also found that the average number of data management tools used in 2020 doubled compared to 2018.


Furthermore, almost 80% of marketers say that using data can achieve greater customer engagement through data reliability. Considering the many streams that feed the CRM efforts, data management and collection will be fundamental in the moment we are living in and will require solutions such as resources robust enough to meet these needs.

4. Self-service CRM

From a business perspective, the CRM is starting to evolve and this means less support for customer service, reduced support calls and teams focused on business strategy and evolution, such as MarTechs, for example. More and more customers want to find what they need without the help of a real person.


This means that companies are investing more in portals and self-service systems that give customers the tools they need to do things like check and pay outstanding invoices, find product documentation, and log support issues.


To support the self service, it is important that the CRM system is tightly coupled, that is, part of the ERP system integrated into the back-office. This level of self-service requires data from multiple functional areas to be available to the CRM.

5. Ethics and safety above profit

Currently, ethics and data security have become key factors, to the point of becoming even more important than a company's profit. A Brazilian General Data Protection Law (LGPD) - Data Protection Law is already in full swing. Marketers are forced to consider not just what they 'can' do, but more importantly, what they 'should' do.


The most prepared businesses have already started to focus on the changes and are focusing on aspects related to security due to the great potential risks and possible fines. One of the still gray areas of LGPD concerns legitimate interest, or a company's right to communicate without consent. We hope that this right is not overused, and that companies choose to have a transparent consensual relationship with their customers.

6. Integrations with the help of a MarTech

Today, the usability and integrations of new technologies can be helped by companies MarTechs that are promoting many changes and evolutions, especially when it comes to CRM. So, combining both strategies can be very positive for the progress of your business, providing marketing automation at a high level.

What are the benefits of using CRM in Marketing?

the tools of CRM they help process customer data and enable organizations to build better relationships with suppliers and customers. See below what are the benefits of using the CRM in Marketing:

Consolidation of customer data

CRM software centralizes customer data in a single location so everyone has access to the data. The manager can also control access to data. The information that a CRM can collect and store is:


  1. Contact information: It includes the customer's email address, phone numbers, postal addresses, websites and social media accounts.
  2. Communication history: CRM can help track customer interactions on websites/ads and through emails, calls, online chats, and support tickets.
  3. Account Management: CRM can track the lead's journey to becoming a customer, including purchase records and how customers found your business through UTMs.

Development of sales performance

O CRM has become an integral part of digital sales processes. Companies have reported an increase in staff productivity and customer retention rates using this software:


  1. Optimization of sales strategies: CRM can help you optimize sales processes. You can identify bottlenecks in your business and propose appropriate solutions. You can also monitor campaigns using CRM and optimize them in real time.
  2. Predict sales accurately: CRM can help sales managers understand their team's performance. This understanding will allow them to set realistic goals and obtain a better sales forecast in the future.
  3. Team training faster: CRM comes with a standardized mode of operation. Therefore, new hires can learn the system effortlessly and start making an impact right from the start.
  4. Offer a better customer experience: CRM can help you understand a prospect's stage in your sales pipeline. Rushing a deal can harm customer relationships. CRM tells sellers when the buyer is interested and when they can move forward.

Focus on leads and potential customers

CRM collects, stores and organizes customer information from a consumer's interactions with the brand. This information is collected from ethically and with the client's consent.


The customer also shares data when making a purchase or during a support call. This data includes contact information, behavioral information, customer needs and challenges.


By having access to all this information, the marketing team is able to map the profile of leads who could become customers. In addition, collaborating with content aimed at potential customers.


CRM makes sales interactions a more personalized experience for the customer and can also help businesses anticipate a customer's needs before contacting the brand.

Self-sufficient sales funnel

Throughout the structuring of the Sales Funnel We think about how to control the flow of visitors, leads, opportunities, recording activities, contacts and planning activities. This is where sales funnel management tools come into play.

CRM plays this role in helping to organize and control the business process: automatically recording your interactions with contacts, reminds you and your team to follow up and centralizes all information in one place.

In addition, allowing your company to create sales stages standardized and facilitates the automatic management of day-to-day activities and monitoring of your team's results.

Security in data mining

A data mining is the process of analyzing large amounts of data to discover patterns, trends, and associations.


It has become an important technique in business to understand the customer behavior, make strategic decisions and develop new products or services. It is a great ally of Artificial Intelligence - AI.


In addition to helping to make your business more profitable, data mining can help companies improve their internal processes, making them more efficient and reducing costs. The process of data mining This is based on the analysis of data from a data warehouse or databases such as CRM.

This article may interest you "Sales Funnel: how to optimize it for large companies"

Is your marketing utilizing the full potential of CRM?

The number of customers is increasing and you are also hiring more people on your team. There are more customer interactions, more conversations, more social media posts. People are sharing information through emails and chats, and the spreadsheet is growing in size. It's normal to be overwhelmed.


With CRM everything is tracked, different employees can collaborate and share updated customer data. So, if you are interested in a CRM model, learn more about the services of Bytebio:

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