CRM vs. CDP: ¿Qué software de datos es mejor para su empresa?

Want to leverage customer data to maximize your sales, but deciding between customer relationship management (CRM) software and customer data platforms (CDPs)

CRM software helps you manage your company’s relationships and interactions with prospects and current customers, while CDP software helps you track and analyze your customers’ behaviors. 

Siga leyendo para obtener más información sobre las principales diferencias entre el software CRM y CDP.

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¿Qué es un CRM?

Un CRM es una plataforma que le ayuda a gestionar las interacciones de su empresa con clientes potenciales, clientes potenciales y clientes actuales.

Puede rastrear datos esenciales de su audiencia, como su:

  • Nombre
  • Número de teléfono
  • Dirección de correo electrónico
  • Puesto
  • Nombre de la empresa
  • Relación (por ejemplo, cliente, antiguo cliente, posible cliente, suscriptor de correo electrónico)
  • Posición en su embudo de ventas
  • Interactions with your marketing campaigns

Mediante el seguimiento de estos detalles, su software CRM le ayuda a conocer mejor a sus clientes potenciales y sus intereses. Como resultado, siempre podrá estar en contacto con su público para fomentar la fidelidad a la marca y ofrecer experiencias personalizadas que les animen a convertirse en clientes.

¿Para qué sirve un CRM?

El objetivo de un CRM es mejorar sus relaciones con clientes potenciales, clientes potenciales y clientes actuales. 

A CRM platform comes equipped with various features and tools to help you track your leads in your sales funnel so you can deliver the right messages at the right time to encourage them to convert. 

You can also use a CRM platform to create personalized messages, like emails, that resonate with your customers’ interests. For example, you can send an email with product recommendations based on their previous purchases to increase brand loyalty and product sales.

What are the benefits of using a CRM?

Here are some benefits you can expect from using a CRM:

  • Reduced silos: CRMs are a central repository for all customer data, meaning they’re a great way for your entire team to access the contact information, sales history, marketing engagement, and customer service records they need. This helps reduce silos in your business and keeps everyone up to date on leads and customers. 
  • Improved customer relationships: When you can see every interaction your business has had with a customer in one place — from sales calls to emails and support chats — it becomes much easier to nourish those relationships and make more sales. 
  • Better productivity: Finally, CRMs are excellent productivity tools because they often provide sales and marketing automation features that boost your team’s efficiency.    

¿Qué es un CDP?

A CDP is software that creates individualized profiles of your customers and clients to detail their interactions and behaviors with your products or services. CDPs store and unify customer data in real-time and can track information like: 

  • Historial de compras
  • Comportamiento en el sitio web, como las páginas que visitan
  • Interacciones de los canales de comercialización

With a CDP, you can track your customers’ journeys and interactions on their path toward conversion. 

¿Para qué sirve un PDC?

El objetivo de un CDP es comprender mejor los comportamientos de sus clientes potenciales, potenciales y actuales. 

It lets you gain a unified view of your customer’s journey by tracking data across multiple channels and touchpoints. You can use a CDP to view how customers first discovered your business or which content they interacted with before making a purchase.

What are the benefits of using a CDP?

CDPs also bring unique benefits to companies looking to gather and organize their customer data. The advantages of using a CDP include:

  • Building ideal customer profiles (ICPs): Because CDPs gather lots of customer data to create a big picture view of interactions with your products and services, they can help you create ICPs to better understand how your customers reach your company.
  • Improved personalization: CDPs also collect lots of information from various sources, helping you create more personalized experiences for leads — which is a great way to convert them to customers.

¿Cuál es la diferencia entre un CRM y un CDP?

Although CRMs and CDPs are both used to gather and store customer data, there are several differences between how they do so. So, what is the difference between a CRM and CDP? Find out the main differences below:

  • Big picture vs. individual customers: The primary difference between a CRM and a CDP is the scope of the data they examine. CRMs primarily track data about how specific leads and customers interact with your company. CDPs track overall customer behavior to give you a bigger-picture view of how all customers interact with your company.
  • Customer-facing interactions vs. product interactions: Another big difference is the kind of customer interactions each software considers. CRMs primarily focus on how customers interact with your team — through communications, engagement with marketing campaigns, and sales. On the other hand, CDPs track how customers interact with your products or services.

¿Quién debe utilizar los CRM y los CDP?

The differences between CRMs and CDPs make each software better suited for different use cases. Here’s a breakdown of who should use each solution: 

¿Quién debe utilizar un CRM?

Aunque los CRM pueden ayudar a muchos departamentos diferentes, son las funciones orientadas al cliente -como los representantes de ventas y atención al cliente- las que más a menudo utilizan software CRM.

A CRM platform is mostly associated with sales teams because it tracks all the data your reps need to successfully close more deals. CRMs house all the contact details of your leads, so your sales team can easily communicate with prospects at each stage of the sales funnel to encourage them to convert into customers. 

Una plataforma de CRM también es útil para que su equipo de ventas pueda ver las interacciones anteriores que sus clientes potenciales tuvieron con otros representantes de ventas. Esto ayuda a todo el equipo a estar en sintonía a la hora de transmitir mensajes a clientes y clientes potenciales.

Marketing teams also use CRMs to get a unified picture of leads and customers. Because CRMs can store how a customer interacts with marketing messages and campaigns, marketers can easily bring up a customer’s history to see what steps they should take to keep strengthening the relationship. CRM marketing analytics can tell marketers which campaigns drive the most clicks and sales, which lead contact forms receive the most submissions, and more.

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¿Quién debe utilizar un CDP?

Non-customer-facing roles, like leadership positions, often use CDPs. That’s because CDPs give you a complete overview of your customers’ behaviors, including how they use your website and which marketing channels they interact with.

With this data, you can make decisions to optimize your product and improve marketing strategies to drive more sales and revenue for your company in the future.

¿Cuál es el más adecuado para su empresa?

Trying to decide between a CRM or CDP? Many businesses use both to maximize their sales and revenue. 

But if you want to cut down on your software costs or solve a specific problem for your team, you might want to opt for one platform over the other. 

You should choose a CRM platform if you want to:

  • Manage contact data from your leads and customers
  • Realice un seguimiento de las interacciones de sus clientes potenciales con los miembros de su equipo de ventas
  • Automate sales tasks and processes
  • Almacene la información de contacto de clientes potenciales y clientes en una ubicación central a la que pueda acceder todo su equipo.
  • Better understand and manage your sales pipeline
  • Give your sales team the tools they need to close more deals 

DESCARGAR

Are CRMs worth it? And is your business ready for one?

Download our free guide to understanding the benefits of a CRM.

DOWNLOAD THE GUIDE

Si lo desea, puede optar por el software CDP: 

  • Siga el recorrido completo de sus clientes, desde el conocimiento inicial hasta la conversión
  • Vea cómo se combinan sus estrategias de marketing para generar clientes potenciales y ventas
  • Analice con qué contenidos y canales de marketing interactúa más su audiencia
  • Optimice sus estrategias de ventas y marketing para aumentar las ventas y los ingresos

Obtenga más datos de sus clientes para maximizar sus ventas con Nutshell

¿Busca una solución integral de datos de clientes y ventas? Salude a Nutshell.

Our powerful CRM software helps you automate sales processes, build strong relationships with prospects and customers, and close more deals for your business. 

Si está preparado para realizar un seguimiento y analizar datos valiosos sobre sus clientes, Nutshell está listo para ayudarle. Nuestro amable equipo está siempre disponible para proporcionar asistencia personalizada de primera clase para ayudarle a maximizar sus ventas con todas las funciones que ofrece nuestro CRM. 

Contact us to learn more about how our CRM can grow your business, or get started with your free trial to test it out for yourself!

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