Customer Relation Management is a combination of technology and collection of database of sales contact. This combination can be positively used to make a marketing strategy. This can be used to create awareness among the different departments of the organization, regarding the important actions that a customer has taken. Automated alerts can be sent notifying the important actions relevant to a team. Consistent messaging is required at times to stay in touch with the customer. This can be either with regard to feedback. Thus helping in getting insights of the customer. These practices help in understanding your customers in a better way. This improves your customer loyalty, hence resulting to improved engagement. Read more in the article written by Bruce Swann (Senior Product Marketing Manager for Adobe Campaign) at: http://blogs.adobe.com/digitalmarketing/digital-marketing/5-ways-crm-data-benefits-your-marketing-strategy/