CRM

A CRM (Customer Relationship Management) is the software tool a business uses to centralize, organize, and act on all information about its prospects and customers. Example: leads collected through a giveaway are usually exported and then imported into a CRM (HubSpot, Salesforce...) to be picked up by the sales team or fed into automated email sequences. Unlike a plain marketing database (a static contact list), a CRM tracks the full history of interactions with each contact over time, beyond just their giveaway entry.