CRM has proved it's mettle as a robust sales-oriented tool that takes care of all sales-related activities like tracking customers to providing support. No wonder CRM systems are hugely popular among businesses of all sizes. But when it comes to Marketing, CRMs falls short, way short. In order to take care of aspects like lead generation, lead nurturing or even lead qualification, you cannot use CRM. You need a tool like marketing automation.
But if you want to get the most out of both CRM and marketing automation, you should tie them up together through integration.
In fact, that is the primary reason why most marketing automation platforms offer seamless integration with CRMs. This ensures that both Sales and Marketing can take advantage of the information stored in both platforms. This gives rise to closed-loop reporting that helps to identify which campaigns have generated the most revenue.
It gives you an opportunity to prioritize your campaigns and tweak them accordingly to get the maximum output.
When brought together, these two systems boost your organization’s Marketing and Sales. Moreover, it helps you tackle the problems that marketers and sales reps face in today’s digital world.
Here’s why you should invest in CRM-Marketing Automation integration:
Superior Lead Quality
Poor lead quality has tormented organizations for a long time. It has caused both Sales and Marketing departments to be at loggerheads with each other. Lead quality has always been had an arbitrary measurement and there was no way to know for sure if a lead had actually qualified or not.
Marketers would do their guess work and hand over leads after a considerable period of time, which they thought was conducive for a lead to qualify.
However, at times they were wrong and Sales would have a tough time handling under qualified leads. With marketing automation you get to score your leads and grade them accordingly. You know exactly when a lead will qualify and at any given point in time, you know the position of your lead in the sales funnel.
When they reach the qualifying lead score, you hand them over to Sales for them to close the deals.
With the integration, Sales too can follow and track a lead’s activities from the top of the sales funnel. They can automatically take over once the lead qualifies and they will have access to all the information that they need regarding a particular lead.
Superior Tracking
When you integrate your CRM with marketing automation, you can do more than just tracking your leads’ demographic information. You can delve into the nitty-gritties of their online behaviour including their likes and dislikes, browsing history, email opens and more. You will be able to see what they view on your website, what they want and what they are interested in.
This makes the nurturing part of your leads easier. Once you know them thoroughly, you can use marketing automation’s lead segmentation to segment them accordingly. Then you can create campaigns to nurture each segment through the sales funnel.
As you get to know them better and better, you can tweak your campaigns. You can see for yourself what is working and what is not through the metrics that are generated due to tracking campaigns and leads.
Revolutionizing Lead Nurturing
The process of lead nurturing has received a much needed boost with the integration of CRM and marketing automation. What the new generation of consumers want is a personal touch, and lead nurturing lets you stay with your leads from the very beginning to the end. This is also possible because you integrate both platforms together.
You can leverage this revolutionary process of lead nurturing to reconnect with cold leads, qualify existing ones and run a successful product support system. Lead nurturing helps Sales prioritize on the leads rather than running around blindly behind under qualified leads.
Personalizing Relationships
Lead management lets you create personalized content based on a leads’ likes and dislikes. You can focus on what your leads like and create content according to your different segments. Moreover, you can create different types of content to reach out to leads at opportune moments in the sales funnel.
You can use dynamic content and personalise messages including email communication that you send across to your prospects to keep them in the funnel. This will not only help you speed up your process of Sales, but it will also reveal insights that will be valuable for your sales reps in the future.
Closed-Loop Reporting
Integrating your CRM with marketing automation helps you give credit where credit is due. You can basically track every closed deal back to which campaign was responsible for generating it. You can measure which campaigns are more effective and bringing in revenue for your organization. This will not only help you prioritize leads but also tweak them accordingly for better campaigns.
Have a CRM? Want CRM-Marketing Automation integration? Shoot us an email to info@esanosys.com with your requirements and we will be happy to create a custom CRM-Marketing Automation integration for your organization.
