Why CRM and Marketing Automation Need Each Other


Turning potential customers into loyal customers is a multi-step process that requires the combined effort of multifunctional equipment. Fortunately, there are different types of technologies available to make the task more organized and easy, such as customer relationship management (CRM) software and marketing automation.

But it’s not just about how easy your job is. When the two programs work together, it can become a more streamlined process that can turn more leads into qualified leads faster and more efficiently.

And more companies are seeing the value of integrating the two. In fact, 52% of marketers prioritize the implementation of marketing automation platforms that can be integrated into other solutions to improve their marketing efforts.

In this post, we’ll look at what marketing automation and CRM software do and why they need each other to better help your business.

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CRM and marketing automation

Before we delve into why marketing automation and CRM should be integrated, we need to understand their specific functions.

What is marketing automation software?

Marketing automation software helps marketers promote and streamline content without manual application. This includes automating content distribution and reporting analytics based on how potential customers interact with it. Get data from when potential customers visit your website, open an email, fill out a form, or read a blog, and make the data easily accessible for your business to create your strategy.

Ultimately, the goal is to speed up the process of taking the lead, nurturing them, and transferring them to a qualified sales lead. Essentially, it’s about generating contacts and personalizing.

Some of the best marketing automation software include HubSpot, MailChimp, and Marketo.

What is customer relationship management software?

On the other hand, customer relationship management (CRM) is software for sales and service teams to manage their channeling and leadership qualification processes. It historically keeps track of customer data, including dates and notes from phone conversations, previous purchase records, and email interactions as they progress on the buyer’s journey.

Basically, with this software, your salesperson can see the full picture of who a potential customer is, their history with your business, and their journey to becoming a customer.

Best CRM for marketing automation

HubSpot is one of the best options for CRM marketing automation tools because HubSpot Marketing Hub includes basic CRM functionality, so you have both software in one.

And for seamless CRM integration, users can manage both their sales and marketing strategies in the HubSpot Marketing Hub and the Advanced Sales Hub together for more sophisticated marketing and CRM automation features.

If you’re interested in using HubSpot for your marketing automation needs, but need guidance in evaluating your marketing automation strategy, use our Simple Guide to Smart Automation.

A Simple Guide to Smart Automation to Evaluate Marketing Automation Strategies

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Now that we’ve discussed what each software does and how it can help your team, we can address the big question: “Why do they have to work together?”

CRM and Marketing Automation: Why You Need Both

When marketing automation and CRM software work together, they provide a seamless journey for your customers as they move from visitor to customer. The integration of the two software will give your sales representatives a complete picture of a potential customer’s interaction with your business. Your sales representative will know the marketing history of your potential customers.

Let’s look at a tangible example of how the two software can work together.

Example of marketing automation and CRM integration

To begin with, suppose a marketer is taking advantage of a blog post like this.

Maybe they found the insightful content and decided to download a lead magnet and fill out a form. Once that happens, the marketing team begins to nurture leadership through an email marketing campaign.

These actions turn this reader into a qualified marketing potential customer (MQL). After a while of interacting with more content, when the customer requests a product demo, they become a qualified sales lead (SQL). Once that happens, the sales representative in charge of the demonstration goes to the marketing and CRM automation software to gather information about their interactions with the company.

Sales can then look at what offers the potential customer has downloaded, what blogs they have read, who they are, and what company they work for, and use them in their demo call strategy. So now they are ready to answer the right questions and customize the sales call to better connect with the qualified lead and encourage them in a sale.

So we’ve taken the prospect all the way to the funnel and now they’ve made the purchase. Read on to see how CRM and marketing automation contribute to this success.

Benefits of integrating your CRM with marketing automation

From the progression of the example, the integration of CRM and marketing automation software has the ability to:

Provide better visibility to your marketing and sales teams

This allows both teams to know where they are in the process and what their next actions should be in the future.

Shorten the sales process

Without the marketing automation used in conjunction with CRM, it may take much longer to reach potential customers. Both programs make the process of reaching potential customers through the sales funnel

Provide consistent messaging

Marketing and sales professionals who affect the customer experience can align when they engage in customer communication. It is not so much a challenge to provide consistent messages when you have all the contextual information available in the multifunctional software.

Unify your data management

With the software already working together, vendors do not have to request customer profile information and instead were able to easily prepare to sell based on unified data management.

Improve pipe management

Both teams in the process have a process that involves observing and tracking the step-by-step progression of a lead.

Minimize human error

If you may have an outdated system or process for tracking leads, it’s probably a manual process that involves human error and prospects spreading through the cracks. Such a system cannot be scaled.

Your marketing automation and CRM must be connected so that your sales team has the right tools to close a deal.

Combine your CRM and marketing automation efforts

The integration of these systems should help you understand the gaps and points of friction in your marketing and sales process. It can help you find out why leads don’t move from MQL to SQL or why leads don’t close. CRM and marketing automation can make your marketing team, sales team, and customers happier by streamlining your marketing and sales process.

Editor’s Note: This publication was originally published in March 2020 and has been updated to be comprehensive.

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