CRM For Advertising Agencies: How to Cultivate Teamwork and Communication

What’s crazy cool about the advertising business is that small boutique operations run by creative minds can compete with big corporate behemoths of advertising like Dentsu, Ogilvy, Havas, BBDO. It’s all about creativity and a bit of business acumen. 

The creativity we can’t help with, that was up to God and your parents, but we can surely contribute to your success as a businessperson. Here’s how you can use CRM for an advertising agency: best practices, practicable insights, top features, and more.

Software technology used by the advertising industry

First things first, a tech stack for different roles in an advertising agency will differ. A Creative Director, strategist, account manager, illustrator, copywriter, traffic manager, media buyer all have jobs as dissimilar, as a rocket scientist and a mathematician. They have a role-specific skillset and duties, and technology that enables it.

A person responsible for visual content will be the guru of Photoshop and other image editing software like Figma, Crello, etc.

A copywriter will be using a plagiarism checker, Grammarly spell-checker, and other text editing software solutions.

A traffic manager will work with Google Ads, Google Analytics, Google Tag Manager, Ecommerce website CRM, Facebook business manager, etc.

A media buyer will be dealing with tools and systems like SemRush, Ahrefs, Alexa, PRnews, Google Keyword Planner, Buffer, and the like.

You get the logic.

On a company-level basis, it’s usually task management systems, messengers, and project management tools that are shared between the entire team, on top of regular office tools by Microsoft.

But all of the functionality of a task manager, messenger, and project manager can be combined under one umbrella tool, called the Client Relationship Management tool.

Let’s go through the key features of such software solutions:

Key features of CRM for the creative industry and ad agencies

As is obvious from the name of this ubiquitous tool, it was initially conceived as an alternative to long excel files with client contact data.

But the CRMs of today have grown to combine pretty much every feature crucial for business daily operations. Let’s review the main modules of Nimble for illustration purposes.

Client contact database management

There are so many people we sustain a relationship with when at work. The mere quantity of contacts or an employee of an advertising agency is overflowing.

Whatever position you are in, the longer your contact list, the easier your job is. Say, you have 100 graphic designers in your CRM, or 3 decide how much time you will spend searching for the talent to execute your next ad hoc and urgent contract.

Sending a contest to 100 designers takes just as much time as it takes to send a letter to 2 designers. But the chances to get a satisfactory response is multifold.

The client list is segmented by default parameters like role, company, location, but can also be filtered by custom tags, like “Lions Cannes 2020”, “Creative Directors Club”, “Google Ads Partner” etc.

Nimble users can perform multiple actions from a client’s profile, like: send an email, invite for a meeting, check out one of the 40 fields on corporate and personal info, read notes, team’s correspondents, check out the social activity, add to a task, and more.

Calendar and meeting planning

A well-planned day is a well-spent day, let’s

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