The marketing module in CRM is mainly made up of the following entities:
- Marketing lists
- Campaigns
- Leads
- Account
- Contacts
- Campaign activities
- Campaign response
Let's discuss the Marketing module in more detail:
- Marketing list: This describes the list of leads, accounts, or contacts that we need to target in any campaign. A marketing list can be static or dynamic. In a static marketing list, the user must manually add the records in the list. In a dynamic marketing list, the user can define an advanced find query. The results of the query are then automatically added to the marketing list at run time. This is how a marketing list record looks like:
- Campaign: This defines the promotion that a user can run against the marketing lists. For example, a grocery outlet may run a campaign, Summer Clothing, on people between the ages of 20 and 25 years.
- Campaign activities: These define the list activities that are carried out to convert the lead into a potential business opportunity. Campaign activities could be an email, appointment, meeting, phone call, or even a custom activity.
- Lead: This defines a potential customer who could be converted into a potential business opportunity.
- Account: This defines a company or a prime who could do business with the organization.
- Contact: This defines the person associated with the account doing business with the organization.
- Campaign response: This defines the positive or negative outcome of the campaign activity associated with any customer; for example, if you receive an enquiry or if a customer shows interest in your product.