We like to view CRM similarly to search, with two distinct approaches:
Brand-led CRM responds to daily business pressures. It focuses on short-term campaigns highlighting products and brand messaging while reacting to external factors.
Non-brand CRM is content-driven, prioritizing user needs. It's a longer-term strategy informed by customer demand data across the entire journey.
If you lack in-house CRM capabilities, we can manage the entire channel. For those with an in-house CRM lead, we typically concentrate on the 'non-brand' aspect, developing content based on comprehensive customer insights.