Guide for Spotler CRM
Manage leads, customers, and pipelines in one place. Discover how Spotler CRM brings marketing and sales together for B2B teams.
What you’ll learn in this guide
- Which challenges Spotler CRM solves for B2B teams
- How to create one central database for leads, customers, and event data
- How marketing and sales collaborate based on shared data
- Practical use cases for sales, marketing, and events
- What impact this has on follow-up, insight, and collaboration
1. What is Spotler CRM?
Many organisations work with fragmented data, manual segmentation, and limited insight into which leads are ready to buy. Leads are stored in spreadsheets, event data sits in separate tools, and follow-up is often inconsistent.
Through integration with Spotler Mail+ and Spotler Leads, Spotler CRM creates a marketing automation platform that allows you to generate, track, nurture, and prepare leads for handover to sales, with all information and digital activity neatly organised per contact and account.
2. What problem does Spotler CRM solve?
When sales teams store notes in one place, marketing saves leads in other systems, and event data sits in separate tools, a complete picture of the pipeline is missing. Time is lost on manual updates, follow-up after campaigns or events is missed, and communication is inconsistent. It is also difficult to determine which leads are ready for sales.
Spotler CRM brings this together in one central environment for leads, customers, opportunities, and event data. This gives teams a grip on their pipeline and enables structured collaboration.
In combination with Spotler Mail+ and Spotler Leads, a single shared database is created in which marketing and sales work with the same data. This makes behaviour visible, allows leads to be followed up more effectively, and ensures handover to sales takes place at the right moment.
3. Who is Spotler CRM intended for?
Spotler CRM is designed for small to medium-sized B2B organisations and non-profits that want to manage leads, customers, members, and opportunities without the complexity of traditional CRM systems. The platform is particularly suitable for:
Sales and account management teams
Teams that want structure in pipeline management and customer relationships, and want to gain control over follow-up and conversations.
Marketing teams (often small teams)
Teams that organise campaigns and events and want insight into engagement, behaviour, and lead follow-up.
Organisations with fragmented data
Companies working with multiple tools, spreadsheets, or separate systems that need one central database.
Spotler CRM is also a logical choice for organisations already working with Spotler Mail+ and Spotler Leads that want to bring this data together.
The platform is especially valuable for organisations where marketing and sales collaborate based on shared data and need a complete picture of the customer.
4. Key use cases
In practice, Spotler CRM adds the most value in organisations where marketing and sales collaborate and large amounts of customer data come together. Examples include:
IT & software companies
Organisations with a clearly defined target audience (ICP) and complex sales cycles. Sales records customer information and conversations, while marketing runs campaigns to generate new leads and nurture existing ones. With Spotler CRM, this all comes together: from first website visit to deal in the pipeline.
Legal and professional services
Think consultants, agencies, and training providers. Here the focus is on relationship management, conversations, and follow-up. CRM provides an overview of customer information, ongoing processes, and tasks, while marketing drives lead generation and nurturing through campaigns and events.
Trade associations and membership organisations
Organisations that need insight into members, prospects, and interactions. From membership to event attendance and communication: everything is managed centrally. Marketing and relationship management work together to recruit, activate, and retain members.
The use cases of Spotler CRM
Use case
Central lead and customer database
Many organisations work with multiple systems in which customer data is spread across different locations.
Problem
Lead and customer data are spread across different systems and teams, meaning there is no complete picture of contacts and companies.
Solution
Spotler CRM brings contacts, companies, and all interactions together in one central database. This allows sales and marketing to work with the same information and context.
Result
A complete and consistent picture of every lead and customer, enabling teams to collaborate more effectively and improve follow-up.
Use case
Segmentation based on behaviour and intent
Effective segmentation requires insight into behaviour and interactions, not just basic data.
Problem
Marketing teams struggle to build relevant segments because data is spread across systems and often limited to basic information.
Solution
In combination with Spotler Mail+ and Spotler Leads, segments can be built based on behaviour such as website visits, email interactions, and event attendance, supplemented by company and contact details.
Result
More targeted campaigns and segments that better reflect the behaviour and purchase intent of leads and customers.
Use case
Lead scoring and prioritisation
Not every lead is ready to be followed up by sales.
Problem
Sales teams spend time on leads that are not yet ready to convert.
Solution
Lead scoring is automatically updated based on behaviour such as website visits and interactions, making intent visible.
Result
Sales can focus on leads with the highest likelihood of conversion.
Use case
Reporting and insight
Without insight, it is difficult to improve marketing and sales performance.
Problem
Teams have limited visibility into the pipeline and marketing contribution.
Solution
Spotler CRM offers reports on leads, opportunities, and activities.
Result
Greater insight into performance and progress.
5. What can you do with Spotler CRM?
Spotler CRM provides the core functionality that B2B teams need to manage relationships, opportunities, and engagement, without unnecessary complexity. Spotler CRM helps organisations to:
- Centrally manage leads, contacts, and companies
- Track opportunities and pipeline stages
- Record interactions and notes
- Combine marketing and sales data
- Make lead scores and engagement visible
- Generate reports on pipeline and performance
- Reduce manual work and data duplication
6. What features does Spotler CRM offer?
Contact and company management
- Central database for leads and customers
- Records at company and contact level
- History of interactions and activities
- Clear ownership and status management
Opportunities and pipeline
- Opportunities linked to companies
- Customisable pipeline stages
- Overview of deal progress
- Insight into expected revenue
Marketing integration
- Integration with Spotler Mail+ and Spotler Leads
- Insight into marketing activities within CRM
- Lead scores visible to sales
- Automatic updates based on behaviour
Automation and workflows
- Automations based on behaviour and activity
- Templates for lead scoring and follow-up
- Fewer manual handovers between teams
Reporting and insight
- Standard CRM reports
- Insight into leads, opportunities, and activities
- Customisable dashboards for sales and marketing
7. Which systems does Spotler CRM integrate with?
Spotler CRM integrates with other Spotler products and systems to bring marketing, sales, and event data together in one central database.
Spotler products
Connect marketing, sales, and events so that teams work with shared data and insight into the complete customer journey.
- Spotler Mail+ – synchronise email campaigns and engagement data with CRM records
- Spotler Leads – gain insight into website behaviour and company visits
Marketing and sales data
Combine different data sources to gain better insight into engagement, intent, and follow-up.
- Marketing data such as email interactions and campaign engagement
- Sales activities such as notes, conversations, and pipeline updates
Technical integrations
Connect CRM with other systems and automate data exchange between tools.
- APIs
- Webhooks
8. What does Spotler CRM deliver?
For many B2B teams, the impact of a connected CRM goes beyond structure and efficiency. It determines how quickly teams can act, how consistently they follow up, and how well they understand what drives engagement and revenue.
Organisations using Spotler CRM typically experience:
- Less time spent reconciling data across different tools
- Better insight into which campaigns and events generate real engagement
- More effective follow-up after events, webinars, and campaigns
- Better prioritisation of leads based on behaviour and intent
- Stronger alignment between marketing, event, and sales teams
- A more consistent experience for prospects from first contact to conversion
Spotler CRM brings structure and insight to lead and customer management. In combination with Spotler Mail+ and Spotler Leads, you work from one central database in which behaviour, engagement, and follow-up come together.
9. Example scenarios
Scenario 1: Spotler CRM as a sales tool
A small sales team uses Spotler CRM to manage leads and customers. They log conversations, add notes, and track opportunities through the pipeline. Managers use reports to monitor deal progress and identify stalled opportunities.
Spotler CRM replaces separate spreadsheets and gives the team one shared overview, making follow-up more consistent and ensuring no information is lost.
Scenario 2: Connecting campaigns and sales follow-up
A marketing team runs ongoing campaigns to generate leads. Email interactions, website visits, and form submissions are automatically recorded in Spotler CRM.
Based on this behaviour, leads are scored and prioritised for sales. Marketing gains insight into which campaigns contribute to new opportunities, while sales works from one complete overview of the lead history.
This results in a targeted and consistent handover from marketing to sales, based on data rather than assumptions.
Book a demo
Looking for a CRM that is easy to use and works seamlessly with your marketing tools? Discover how Spotler CRM fits into your B2B setup and how it works with 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+ and Spotler Leads?
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. Although a CRM is often used by sales, marketing teams benefit from shared insights when CRM is connected to Spotler Mail+ and Spotler Leads.
Does Spotler CRM integrate with other Spotler products?
Yes. Spotler CRM is built to integrate with other Spotler products, with a shared data model to keep information consistent.
We already have a CRM. Why add Spotler CRM?
You can continue using your existing CRM as a sales system. Spotler CRM can function alongside it as a central marketing database. Marketing teams can independently manage fields, segments, and automations without depending on sales structures or IT. At the same time, alignment with sales is maintained because both teams work with shared data and insights.
What does Spotler CRM cost?
The cost of Spotler CRM depends on factors such as the number of users, the desired features, and the combination with other Spotler products. You can get started with Spotler CRM, including five users, from € 165 per month. Take a look at our pricing page for more detailed information suited to your situation.