Contents
- CRM Marketer: Profession and Responsibilities
- Key Skills of a CRM Marketer
- Demand for the Profession
- How to Become a CRM Marketer
- Education and Training
CRM Marketer: Profession and Responsibilities
A CRM marketer is a key specialist responsible for building effective communication with customers and potential buyers based on data collected in CRM systems. The main task of this professional is to analyze customer information, which allows them not only to convert leads into clients but also to increase their loyalty to the company. By using tools such as email and SMS newsletters, messaging in messengers and social networks, the CRM marketer creates personalized strategies that help motivate the audience to make purchases or take other targeted actions.
Essentially, a CRM marketer is a more advanced version of a traditional email marketer. This specialist does not limit themselves to just email newsletters; they also use various communication channels to achieve maximum effect. They develop unique messages for each customer group based on their age, interests, and other characteristics, which contributes to the creation of long-term relationships with clients and enhances their engagement.
In their work, a CRM marketer must combine knowledge in marketing, sales, analytics, and technology, making them a versatile specialist. Their primary task is to build omnichannel personalized communication with customers at all stages of the sales funnel, which includes attracting new clients and retaining existing ones.
Key Skills of a CRM Marketer
Universal Skills (Soft Skills)
- Analytical Mindset: the ability to process large volumes of data and find useful information within it.
- Communication Skills: active interaction with clients and colleagues.
- Creativity: developing appealing and effective communications.
- Systematic Thinking: understanding the necessity of a long-term strategy for customer interaction.
- Attention to Detail: ensuring the quality and correctness of messages.
Professional Skills (Hard Skills)
- Knowledge in Marketing and Copywriting: the ability to create attractive texts and newsletters.
- Working with CRM Systems: experience using Bitrix 24, amoCRM, and other platforms.
- Web Analytics: knowledge of Google Analytics and other data analysis tools.
- Basics of HTML and CSS: understanding of email layout and creating quality content.
Demand for the Profession
In the modern market, CRM marketers are becoming particularly valuable specialists in areas such as e-commerce, retail, SaaS services, and finance. Their main goal is not only to attract customers but also to ensure long-term relationships with the company. Despite the growing popularity of the profession, there is still a shortage of good specialists, as CRM marketing emerged as a separate field only in 2016.
As of early 2023, there were about 200 job vacancies for CRM marketers in Russia, highlighting the high demand for these specialists. However, entering this profession without prior experience or basic training is quite difficult, as an understanding of various aspects of digital marketing is required. Those who already have experience in related fields, such as email marketing or web analytics, have a higher chance of success.
How to Become a CRM Marketer
To start a career in CRM marketing, one should focus on developing hard skills. It is recommended to study communication channels, master tools for working with clients, and gain basic knowledge in copywriting and web design. Beginners should concentrate on one area, such as email marketing, before moving on to other channels.
It is also important to practice and accumulate experience by working with real clients or projects. One can start with small orders and then move on to larger tasks. It is advisable to study successful cases, subscribe to newsletters, and participate in webinars to continuously develop skills and stay updated on the latest trends in CRM marketing.
Education and Training
Currently, there are no specialized university programs for training CRM marketers; however, one can take courses and training that will help acquire the necessary skills. For example, the MAED school offers training in this specialization for one year, including courses on CRM, messenger marketing, and email marketing.
For a deep dive into the profession, it is useful to study job requirements, compile a list of necessary skills, and take relevant courses. This will help gain insight into what knowledge and skills are in demand in the market and how to organize one's work in the future. It is important to understand that without analysis and understanding of key metrics, one cannot achieve success in CRM marketing.