Once you've converted a customer (or received a lead's contact information), they can be entered into CRM (Customer Relationship Management) system.

CRM software (such as Salesforce) can then be leveraged to create custom, automated marketing communication campaigns based on the tracked relationships that they record.

"Most CRMs are designed to help you string together the relationships in your contacts: the messages from the same person, the team of people you've talked to at the same company, the person on your own team who knows someone on your client's team. They'll help you see the big picture, and then know exactly what to talk about the next time you email someone-or what your colleagues have already asked them." - Zapier Blog

While CRMs were initially used by sales organizations, many of them now include or integrate with marketing automation software to coordinate digital marketing efforts.

This data can inform website customization, content strategy, ad targeting, email marketing campaigns, and more.

Once real-life user data is in the CRM, the goal is to drive as many ONE-TO-ONE USER JOURNEYS as possible. That's the beauty of marketing tech - the possibilities for customization are almost limitless.

In a CRM, you can assign leads or customers a score based on your goals. For example, you can design the CRM so that every time a lead visits your website, they earn a certain number of points. If they make a purchase or open an email, they earn even more points. This way, you can sort leads and message them based on their level of interest in your brand.

CRMs can also facilitate dynamic, custom content. For example, you can use a CRM to craft email messages based on location, purchase or browsing behavior, or their stage in the buying funnel.

CRM data can also influence ad targeting. On Facebook, you can create a Custom Audience based on your customer list. Facebook hashes your private, first-party data with its user data to create an audience group. That way, you can reach your existing customers with special messaging. In Facebook, you can also create a Lookalike Audience, which is made up of users who share similar characteristics to your existing Custom Audience. Twitter also has a retargeting tool and Custom Audience-like feature to help marketers reach specific Twitter users.

These tools foster more personal interactions, through which you will be more likely to retain these customers - and increase their Lifetime Value.