It is a multi-step process that requires the united efforts of cross-functional teams to transform prospects into committed consumers successfully. Software for customer relationship management (also known as CRM) and marketing automation are only two examples of the many sorts of technology that may make the process less chaotic and more manageable.
Before we get into why marketing automation and CRM should be combined, we first need to grasp what they do.
Marketing Automation Software Is What You’d Expect, Right?
By automating the promotion and management of content, marketing departments may save time and resources. Content automation and reporting analytics based on how prospects engage with it are also part of this.
Leads’ actions, including when they open an email, fill out a form, or browse a blog, are tracked by this tool, making the information readily available to the company for use in developing its marketing plan.
There should be fewer steps to get a lead to the stage where they are ready to be turned into a saleable prospect. In the end, it comes down to lead generation and personalization as the most critical aspects.
HubSpot, MailChimp, and Marketo are some of the top marketing automation tools. Here, you can read about some MailChimp alternatives.
When It Comes to CRM, What Is It All About?
Customers’ relationship management (CRM) is software for sales and service teams to manage their pipeline and lead qualifying. Customer data, such as dates and notes from phone calls, previous purchases, and email correspondence, are tracked over time.
Thanks to this program, you can view the whole picture of a potential client’s history with your firm and their path to becoming a customer.
The Best Marketing Automation CRM on the Market Today
As a result of the Marketing Hub’s CRM functionality, it is one of the most acceptable options for a marketing automation software that combines both technologies. A user-friendly CRM connection means that users can manage their sales and marketing initiatives at once in the HubSpot Marketing Hub and Advanced Sales Hub.
For help evaluating your marketing automation approach, see our Simple Guide to Smart Automation if utilizing HubSpot for marketing automation is something you’re considering.
So, now that we’ve spoken about what each piece of software does and how it may benefit your group let’s dive into why these pieces of software need to operate together in the first place.
Is CRM and Marketing Automation Necessary?
Marketing automation and CRM software work together to provide a smooth transition from visitor to customer. You may get a complete view of a customer’s interactions with your organization by integrating the two programs.
Your sales representative is well-versed in their prospects’ marketing backgrounds. We’ll show you how the two programs function together using a real-world scenario.
An illustration of how marketing automation and customer relationship management systems may work together. Let’s imagine a blogger like this one generates a lead for marketing.
They may have found the helpful information and opted to download a lead magnet and provide their contact information. After that, the marketing team begins an email marketing campaign to keep the lead engaged.
As a result of these efforts, this reader has been transformed into a marketing-ready lead (MQL). Tips become sales-qualified when they seek a demo of the product after interacting with additional information for some time (SQL).
Once the demo is complete, the sales representative in charge of gathering data enters the marketing automation and customer relationship management (CRM) software.
It’s then up to sales to check through the prospect’s downloaded offers, the blogs they’ve read, their identity, and the firm they work for to plan the demo call. As a result, they’re more equipped to ask the right questions, tailor the sales pitch, and close the deal with a qualified prospect.
We can celebrate now that we’ve gotten the customer through the sales process. Here, you’ll learn how CRM and marketing automation plays a role. Enhance the example by integrating CRM and marketing automation technologies, as well.
Give Marketing and Sales Teams a Clearer View of Your Product
This enables both sides to know where they are in the process and what their next steps should be.
Streamline the Sales Cycle
It might take longer to get new customers if you don’t combine marketing automation and CRM. Both applications streamline the process of guiding potential customers through the sales funnel by providing.
Ensure Recurrence of Messages
When communicating directly with customers, marketing and sales teams may work together to provide a positive customer experience. It’s not as difficult to give consistent messages when you have all the contextual information accessible in cross-functional software.
Streamline Your Information Management Processes
Unified data management meant that the salespeople didn’t need to gather customer information but could instead prepare for sales based on that knowledge.
Enhance Pipeline Management by
Both sides see and track a lead’s step-by-step advancement throughout the process.
Reduce the Potential for Human Error
If you’re using a manual method for lead tracking, you’re likely to have a human mistake, and potential customers fall through the cracks. Those kinds of systems can’t be scaled up.
Your sales force needs the necessary tools to complete a transaction, so your marketing automation and CRM systems should be linked.
As a result, it’s reasonable to conclude that CRM and marketing automation technologies complement each other and share several functions. So it’s better not to compare them to select one over the other. For most firms, a blend of the two is the most effective; yours may profit from the same approach.
Managing digital campaigns and prioritizing leads using marketing automation is made possible by CRM, which helps sales professionals to handle information and prospects.
However, in the end, it’s best to focus on your business’s specific needs and find platforms that work best for your company – whether that’s a single all-in-one tool or separate platforms. We advise you to compare CRM and marketing automation systems to determine which one is ideal for your company.