CRM and marketing automation: a crucial combination
CRM and marketing automation tools are like telephones and cameras. In ancient times, they were two separate devices used for very different purposes, and using both at the same time might even feel a little awkward. But one day, they joined forces and revolutionized the way people lived. CRM and marketing automation solutions are following a similar path, although there are still a lot of single ones out there. Users who have worked with a pure CRM and marketing automation all-in-one tool have confessed they would never go back to separate systems. We agree with them – this is powerful stuff! Here’s why.
What are CRM and marketing automation systems for?
A Customer Relationship Management (CRM) solution is at its core a powerful database where all leads, contacts, customers, and accounts data is stored and managed. Each client card holds useful information, such as contact info, purchase history, type of product used, preferences, or meeting notes. Sales people and sales managers use their CRM tool to log and track all customer interactions as they move through the sales pipeline, which is also part of the CRM. They can view, manage and report on sales opportunities, making sure they keep on track with their sales goals.
A marketing automation solution is essentially a smart, multifunction management platform, just like your phone, that automates and streamlines marketing tasks and workflows. Functionalities can include mass emailing, auto responders, task creation, moving contacts to other lists, etc. Marketing people use it to plan, manage and execute digital marketing campaigns. They create, send, and track targeted email campaigns, including automated drip campaigns that are triggered by specific actions or behaviors.The platform provides crucial insights and analytics, such as open rates, click-through rates and behaviour tracking, to help marketers optimize marketing strategies.
As sales and marketing roles and technology evolve, it makes more sense to work hand in hand and share resources than to work in silos. Having a common platform where Sales and Marketing can contact customers and share information allows a unified approach that is both productive and customer-friendly.
Harvesting the power of web forms
An all-in-one CRM and marketing automation system allows you to take full advantage of the power of web forms. Web forms are online forms that are used to collect information from website visitors. They typically include fields for visitors to enter their contact information, and specific information relevant to the business, such as product interests, preferences, and feedback. The data collected through the form is automatically captured and stored in the CRM database. For instance, you can email a web form to a new customer who will create their own account with all required info. Once the account is created, an automation sends them a welcome email with login info, another automation assigns the new customer to an account manager, and an email will be automatically programmed to send them a promo code on their anniversary date one year from now. CRM-integrated web forms allow sales people to track and manage leads and customer interactions more effectively, and at the same time they allow marketing people to personalize their targeted marketing campaigns.
Supporting sales lead management through marketing
When CRM and marketing automation are part of the same system, sales and marketing functions can easily support each other to meet sales objectives. Once leads are entered in the CRM, marketing automation can send relevant messages based on their profile to nurture the relationship until they are ready to buy. For instance, if a lead has provided the installation year and model of their heat pump as well as their service contract renewal date, you can automate both marketing messages and sales activity. You can send them a newsletter that includes information on how to care for their specific equipment and insurance regulation updates based on how old their unit is. Then, 3 months before their renewal date, programmed automations will send them a relevant offer, assign them to a salesperson, create a task to schedule a call, and notify the sales manager if this is a high value opportunity. Moreover, the marketing automation platform can also identify which leads are most likely to convert and pass them on to the sales team for follow-up.
CRM and marketing automation integration benefits all
As for our integrated camera phones, tools that natively include both CRM and marketing automation functions create new, high value possibilities. Through seamless technology, sales and marketing teams can truly join forces by aligning around a common set of goals and metrics. The CRM database allows marketers to plan and execute highly personalized campaigns, and in turn the results can modify data in the CRM, for instance by updating the sales stage from a cold lead to an engaged lead, triggering notifications and tasks for sales people to act on. By sharing data and insights, teams can work more collaboratively and efficiently to generate more qualified leads, close more deals, and accelerate your business’ growth.
CentrixOne offers a simple, intuitive and affordable CRM that enables sales teams to structure, organize and systemize their sales and marketing processes. It was designed from the ground up as an all-in-one CRM platform with a powerful automation engine. Our customers love how easy it is to learn and use its web forms, email marketing and automation functions to support their teams and grow their sales.