How a CRM system can work for your advertising agency

How a CRM system can work for your advertising agency

If there ever was a level playing field, it’s the advertising world. Small creative boutique agencies can compete with the big guns. For, ultimately, it’s down to creativity and business smarts. CRM can’t help you with creativity. But it sure can with business acumen. Find out more about how CRM can bring best practices, actionable insights, and top business features to your advertising agency.

What you will learn in this article

  • What CRM can do for you
  • The key features of CRM
  • How you can use CRM in advertising
  • 3 top CRM tips for your advertising agency
  • Getting started with CRM

What CRM can do for you

One feature advertising agencies of all sizes have in common is the different roles within their organizations. As you will know, these roles differ widely in skillsets and tasks. From the creative director to the media buyer, all are starkly different jobs. And employees use a dizzying variety of apps and software to get their jobs done. Then there are company-wide apps for task management, project management, instant messaging, etc. The list goes on endlessly, it seems.

Managing all of this can, at times, be like herding cats. However, CRM can bring an unparalleled level of order, making your life simpler, more efficient, and productive. Thanks to the integration capability of CRM, all of the functionality you need is available in one unifying platform. Take a moment to think about that. And how much easier it will be to get the job done.

The key features of CRM software

CRM systems today have come a long way from the overblown contact book of old. The reason for their seeming universal appeal lies in CRM’s business-critical features. Today CRM incorporates just about every business tool you need, no matter which industry niche you occupy. So, let’s look at the killer features for advertising and small businesses.

Customer contact data management

So much in business relies on your network of customers and contacts—the more extensive, the better. No matter your position, contacts are critical to your job. However, this fact does not come without challenges. Say you have won a one-off rush job that you need to organize asap. What do you do? Send an email to the first six names you can remember off the top of your head? Or segment your contacts and email the 100 or so graphic designers you have on your books?

CRM contact lists are pre-segmented by role, company, location, and so on. But you can add custom tags to refine your contacts further, such as ‘print display,’ ‘Google Ad expert,’ ‘multi-lingual,’ etc. Each contact’s profile is highly customizable. Plus, you can carry out a wide variety of tasks directly from their profile, including sending email, invitations, and adding notes, etc.

Calendar and planning

A well-planned day is a less stressful day. Being organized not only impacts you it also impacts your team.CRM integrates with all the leading calendar apps helping you to have a more productive day. You can also send invites directly from the CRM system, so you don’t need to leave your dashboard.

Task and deal management

This module allows you to create and assign tasks and then monitor progress.

Pipeline management

Monitoring your pipeline in advertising is crucial. Most CRMs come with a standard lineup of pipeline stages. But you can add and customize pipelines to match your exact company needs.

Email marketing

This is always a tricky task to keep on top of effectively. With CRM, you can create and manage all your email marketing campaigns. You can also check the progress and response of your marketing efforts. You can quickly see what’s working well or whether you need to take some form of corrective action. However, depending on your subscription package, there may be limits on how many contacts you can mass email daily.

Reports and analytics

One of the most sought-after CRM features is running reports and obtaining metrics. These are a real-time window into your advertising agency’s performance. And that of your sales staff.

Business intelligence

Reports and analytics provide you with actionable insight to make better-informed business decisions. For maximum efficiency, you want to know your staff are using their time wisely and talking to the right people. Hours spent communicating with gatekeepers is not a good Return on Investment. A two-minute chat with the decision-makers can land significant orders.

Top CRM tips for your advertising agency

  1. If you create shared files in your CRM, this will help spark creativity in your team.
  1. Don’t overlook the possibilities within your CRM to automate the time-consuming and mundane tasks no one likes to do.
  1. Your CRM is a great way to standardize onboarding processes for new staff. Be sure that you store staff handbooks, guides, and other helpful information now that you have a centralized hub for doing so.

Getting started with CRM

Implementing CRM is not the biggie you might expect. So long as you have a sound overview of what you wish to achieve and have company-wide buy-in, you are unlikely to have any significant issues. However, reading about it is one thing; using it is quite another. For that reason, you should always ask for a free trial. This will enable you to evaluate the system. And figure out how it could enhance your business and its customer experience.


CRM can play a massive part in the business side of your advertising agency. Anything that frees up time to be creative is a great idea. However, CRM does so much more in terms of back-office operations and cultivating customer relationships.

If you thought CRM was just for sales and marketing, you are way off the mark. CRM is now a well-established part of the armory of any business. Put simply, if you have customers, you are going to need a CRM system. And sooner than later. There’s still time to get on board. Contact our cloud CRM experts, right now.

May 23, 2022

Team Samdock

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