The Dynamic Duo: Marketing Automation and CRM
Marketing Automation and CRM platforms have a lot to offer on their own. But when these two systems are integrated, your organization receives an automatic boost in both sales and marketing departments. With the advancement of technology, Sales have been presented with newer opportunities along with an array of complexities. In order to make use of these opportunities and tackle obstacles along the way, the best solutions are powerful tools like CRM platforms and marketing automation that helps simplify the tasks and makes the work more effective.
There’s a lot of substance to the entire concept of integrating CRM with marketing automation, adding marketing automation to the CRM workflow. It creates a far more powerful tool that solves common B2B business problems including lead quality, marketing to sales hand off, loss of leads in the sales funnel, etc. Both departments stand to benefit from this arrangement. The following are the different benefits of how marketing automation can enhance the capabilities of CRM.
1. The quality of Leads:
According to the Gleanster Research, only 25% of leads are legit, and sales ready. If you have been hearing complaints from the sales department regarding the quality of leads that are being passed down by marketing, you can use marketing automation to get better quality leads. You can generate high-quality inbound leads which convert using marketing automation tools’ lead nurturing workflows. You will also be able to grade leads using the lead scoring automation. Grading leads and syncing them with your CRM will help you prioritize leads. A B2B marketing automation system integrated with your CRM will help nurture your leads through several sections of the marketing funnel, and help you pick those leads that are the most legitimate. This will help both the departments to save valuable time and resources.
Nurturing a lead and guiding it through the sales funnel is not an easy task. If you are not aware of your prospects’ likes and dislikes, this task becomes all the more daunting. But, marketing automation helps you go beyond basic demographics and helps you track down detailed behavioral traits. It helps you to see which pages they visit and what content they are interested in. As you get to know your customers better, you will be able to make out how your prospects’ are interacting with your marketing campaigns. It is easier for sales representatives to personalize conversations. Integration helps improve the visibility of customer behavior on your website, social media channels, and blog. These statistics help measure prospects’ enthusiasm towards each segment of your organization. When the CRM software gets synced with this data, your sales team can tap into the data and tailor better nurturance.
3. Prioritize Leads
Marketing automation and CRM integration will provide marketing with prospects’ online interactions with the company. Marketing automation helps you score leads based on some kind of specific activity, like downloading a specific file, opting to participate in a webinar, visiting specific web pages etc. So, based on the prospect’s actions, you can grade and segment them, and prioritize them accordingly. Lead scoring helps sales reps to prioritize leads by a prospect’s interest level. Leads are created differently and Sales can concentrate on leads that are closer to making a purchase. Integration of marketing automation and CRM will keep both marketing and sales department updated on recent customer activity and it will allow them to adjust their strategies to requirement.
4. Speeds up Sales Process
Over 50% of the leads in an average B2B database can be redundant. The integration of marketing automation with CRM helps prospects move through the sales funnel faster. Depending on your automation platform you will be able to nurture leads in various different ways to speed up the sales process. You can also reactivate cold leads through re targeting email marketing campaigns. The integration is essential to give sales the required information to keep the prospect engaged. When sales is involved in the development of a marketing campaign, it’s easier for marketing to identify the proper content to use. Not only does it make the collaboration more effective but it speeds up the entire process.
5. Credit is Due
Marketing automation CRM integration helps you to pinpoint exactly which actions brought the most leads. Using basic CRM will not bring this level of accountability. When your CRM is integrated with marketing automation, campaign ROI reporting is easier. You will be able to tie newly converted customers, deals with marketing campaigns using this process. It helps to give credit where credit’s due. It makes sure that revenue is always attributed to the right person.
Need more reasons to get convinced? Shoot an email to us and we will convince you and your boss to integrate sales and marketing automation platforms right away.