Guide to Spotler CRM
Manage leads, customers and pipelines in one place. Discover how Spotler CRM sits at the centre of your stack, unifying marketing, sales and event data for B2B teams.
Introduction
Many organisations struggle with fragmented data, manual segmentation and limited visibility of who is actually ready to buy. Leads disappear into spreadsheets, event data lives in separate tools, teams waste time chasing updates, and follow-up becomes inconsistent.
On its own, Spotler CRM gives teams a clear overview of contacts, conversations and pipelines, without unnecessary complexity. When used together with Spotler Mail+, Spotler Leads and Momice (Spotler Events), Spotler CRM becomes the shared database where marketing and sales work from the same lead, customer and event data. This makes it easier to align campaigns, follow up on engagement and manage the full journey from first touch to post-event follow-up to engaged customer.
What you’ll learn
- How Spotler CRM helps teams keep control of leads, customers, deals and event interactions
- What you can do with Spotler CRM as a standalone sales and account management tool
- How combining Spotler CRM with Spotler Mail+, Spotler Leads and Momice (Spotler Events) creates a central B2B database
- Typical use cases for sales, B2B marketing and event-driven campaigns
- How marketing and sales work better together with shared lead, customer and event data
1. The problem Spotler CRM solves
When sales teams keep notes in one place, marketing stores leads somewhere else and event data lives in separate systems, no one has a complete view of the pipeline. Time is spent on manual updates, follow-ups after campaigns or events are missed, communication becomes inconsistent and insight into which leads are ready for sales remains limited.
Spotler CRM solves this by providing a central place to manage leads, customers, opportunities and event registrations. Used on its own, it helps sales teams stay organised. Combined with Spotler Mail+, Spotler Leads and Momice (Spotler Events), it connects B2B marketing and sales teams around one shared database, so everyone works with the same information and context.
2. Who Spotler CRM is for
Spotler CRM is designed for B2B organisations that want a clear and practical way to manage leads, customers and opportunities, without the overhead of complex CRM systems. It supports teams that need structure, shared context and reliable follow-up across sales, marketing and events.
It is particularly well suited for sales and account management teams that want a simple CRM, B2B marketing teams running campaigns and events, and organisations that manage leads, customers and engagement data across multiple touchpoints. Spotler CRM is also a natural fit for teams already using, or considering, Spotler Mail+, Spotler Leads or Momice (Spotler Events).
Spotler CRM is the best fit if you want a CRM that is easy to adopt and maintain, need a clear overview of leads, customers, opportunities and event activity, and want marketing and sales to work from one shared source of truth across campaigns and events.
3. Top use cases
Use case: Central lead and customer database
Problem: Lead and customer data are scattered across tools and teams.
Solution: Spotler CRM stores contacts, companies and interactions in one place.
Result: A consistent view of every lead and customer.
Use case: Advanced segmentation based on real intent
Problem: B2B marketing teams struggle to build accurate segments because data is spread across tools and limited to basic fields. Campaigns end up being too broad or poorly timed.
Solution: When Spotler CRM is combined with Spotler Mail+ and Spotler Leads (and/or Leadinfo), teams can build segments in one place using real behaviour such as web visits, email engagement, form submissions and event registrations, alongside firmographic data at both company and contact level.
Result: More precise targeting, faster campaign setup using out-of-the-box templates and segments that reflect real buying intent from day one.
Use case: Lead scoring and prioritisation
Problem: Sales teams spend time on leads that are not ready to convert.
Solution: Lead scoring is handled through scoring automations in Spotler CRM, using website behaviour such as pages viewed that are tracked by Spotler Leads (and/or Leadinfo). Scores are updated automatically as contacts and companies show intent.
Result: Sales can prioritise leads based on real behaviour and focus on those most likely to convert.
Use case: B2B event management and follow-up
Problem: Event data often sits in separate tools, making it hard to link registrations, attendance and follow-up to leads and accounts.
Solution: By combining Spotler CRM, Spotler Mail+ and Momice (Spotler Events), event registrations and attendance are linked to contacts and companies in the CRM. Marketing can segment audiences before and after events, trigger follow-up campaigns and share attendee insights with sales.
Result: Better-targeted event communications, clearer insight into event engagement and more effective follow-up from both marketing and sales.
Use case: Reporting on performance
Problem: Teams lack insight into the pipeline and marketing contribution.
Solution: Spotler CRM includes reports on leads, opportunities and activities.
Result: Clearer understanding of performance and progress.
4. What Spotler CRM does at a glance
Spotler CRM covers the core functionality B2B teams need to manage relationships, opportunities and engagement, without unnecessary complexity.
- Manage leads, contacts and companies in one system
- Track opportunities and pipeline stages
- Keep track of notes and interactions with leads and customers
- Connect marketing and sales data when used with other Spotler products
- View lead scores and engagement in context
- Report on pipeline, activities and results
- Reduce manual updates and data duplication
5. Feature deep dive
Contact and company management
- Central database for leads and customers
- Company and contact level records
- History of notes, interactions, and activities
- Clear ownership and status tracking
Opportunities and pipeline
- Opportunity management linked to companies
- Customisable pipeline stages
- Overview of deal progress
- Insight into expected and active opportunities
Marketing connection
- Shared data with Spotler Mail+ and Spotler Leads (and/or Leadinfo)
- Visibility of marketing activities in CRM
- Lead scoring values available for sales teams
- Automated updates based on lead behaviour
Automation and workflows
- Automations triggered by lead or activity data
- Templated automations to support lead scoring logic
- Reduced manual handover between teams
Reporting and insight
- Standard CRM reports
- Overview of leads, opportunities and activities
- Templated and customisable dashboards for sales and marketing reporting
6. Integrations and connectivity
Spotler CRM is designed to work within the wider Spotler platform, providing a connected ecosystem rather than isolated tools.
- Spotler Mail+: Syncs email marketing activity with CRM records, so sales and marketing can see campaign engagement at the contact and company level.
- Spotler Leads (and/or Leadinfo): Identifies which companies are visiting your website and tracks which pages a company or known contact is viewing, giving marketing and sales insight into on-site behaviour and intent.
- Momice (Spotler Events): Connects event registrations, attendance and participation to contacts and companies in Spotler CRM, supporting segmentation, follow-up and event-driven campaigns.
- APIs and webhooks: Enable advanced customisation and data exchange with other systems where needed (see documentation)
- Third-party apps, like: HubSpot, Microsoft Dynamics, and Salesforce
7. Business impact and ROI
For many B2B teams, the impact of a connected CRM goes beyond organisation and efficiency. It directly affects how quickly teams can act, how consistently they follow up and how clearly they understand what drives engagement and revenue.
Organisations using Spotler CRM typically experience:
- Less time spent reconciling lead, customer and event data across tools
- Clearer insight into which campaigns and events drive real engagement
- More effective follow-up after events, webinars and campaigns
- Better prioritisation of leads based on behaviour and intent
- Stronger alignment between marketing, events and sales teams
- A more consistent experience for prospects from first touch to conversion
On its own, Spotler CRM brings structure to lead and customer management. When combined with Spotler Mail+, Spotler Leads (and/or Leadinfo) and Momice (Spotler Events), it supports connected, event-driven campaigns where engagement, follow-up and results are visible in one place.
8. Example scenarios
Scenario 1: Sales team using Spotler CRM alone
A small sales team uses Spotler CRM to manage leads and customers. They log conversations, add notes after calls and track opportunities through the pipeline. Managers use reports to see deal progress and spot stalled opportunities. The CRM replaces spreadsheets and gives the team a shared overview without adding complexity.
Scenario 2: Managing B2B events from invite to follow-up
A B2B marketing team runs in-person events using Momice (Spotler Events). Registrations and attendance are captured automatically and linked to contacts and companies in Spotler CRM. After the event, marketing segments attendees and no-shows and triggers tailored follow-up campaigns. Sales can see who attended, what they engaged with and which leads are warming up, making post-event follow-up more relevant and timely.
Scenario 3: Connecting campaigns, events and sales follow-up
A marketing team runs ongoing campaigns alongside regular events. All engagement data, including email clicks, website visits and event participation, flows into Spotler CRM. Leads are scored and prioritised for sales. Marketing can report on which events and campaigns drive opportunities, while sales operates from a single view of lead history. It creates a consistent handover from marketing to sales, supported by shared data rather than assumptions.
Looking for a simple CRM that works even better with your marketing tools?
Explore how Spotler CRM fits into your B2B setup or see how it works alongside other Spotler products.
Frequently asked questions
Can I use Spotler CRM on its own?
Yes. Spotler CRM works as a standalone CRM for managing leads, customers and opportunities.
What is the benefit of combining Spotler CRM with Spotler Mail+, Spotler Leads, and Momice (Spotler Events)?
The combination creates a shared database for marketing and sales. This means lead engagement, scoring and customer data are visible in one place, improving alignment and follow-up.
Can marketing teams use Spotler CRM?
Yes. While a CRM is often used by sales, marketing teams benefit from shared insights when CRM is connected to Spotler Mail+, Spotler Leads, and Momice.
Does Spotler CRM integrate with other Spotler products?
Yes. Spotler CRM is built to integrate with other Spotler products, using a shared data model to keep information consistent.
We already have a CRM. Why add Spotler CRM on top?
You can keep your existing CRM as the sales system of record. Spotler can CRM sit alongside it as a marketing-owned database, built specifically for B2B marketing teams. It lets marketers manage their own fields, tags, segments and workflows without changing sales CRM structures or relying on IT. With fast tagging, editable automations and built-in dashboards for email, web and event behaviour, marketing can work independently while staying aligned with sales.