4 Reasons to Integrate Your CRM and Marketing Automation Platforms

CRM software, also known as customer relationship management software, and marketing automation software are both powerful pieces of software in their own respect. While marketing automation platforms work across devices and online advertising channels to automate repetitive marketing tasks, a CRM can track and manage sales interactions in a centralized hub.

Successfully integrating the unique capabilities of a marketing automation platform with your CRM, which are increasingly becoming intelligent, can be a game-changer for your company. Moreover, utilizing the power of automation with the data sets provided by a CRM can enhance your entire sales process.

It is important to make sure your CRM and marketing automation tools are properly connected. Once these systems start working together, they will provide plenty of powerful features for your sales and marketing teams.

READ MORE: 10 Best Free CRM Tools for Businesses
  • Track and store customer information

    Marketing automation tools give you an intimate look at your customers. By setting up a token for your target audience, you can capture unique data on prospects — it lets you know how online visitors reached your site, which pages they visited, the duration of those visits, which buttons they clicked and more.

    This can prove to be quite valuable if integrated with your CRM software. Accessing these data sets can give your sales team a whole new level of insight into buyers’ actions, interests and pain points. This makes conversations with potential customers easier to target and navigate.

  • Gauge level of interest and intent to buy with lead scoring

    All leads are important to consider, but let’s face it: Some leads are just better than others. After all, you want to spend the majority of your time focusing on people who are more likely to buy what you are selling.

    Luckily for your sales team, marketing automation platforms provide a huge advantage when prioritizing leads. Using data that looks at online behavior, automation tools score and rank leads based on their perceived level of interest in making a purchase.

    Integrating lead scoring with your CRM allows for an open line of communication between marketing and sales, making both parties aware of recent customer activity. This gives each team more flexibility and allows for easier strategy adjustments as changes occur.

  • Re-engage with inactive leads

    A positive way to look at inactive leads is as people who want to make a purchase at some point in the future — they just don’t know it yet. Ultimately, it’s not important when a customer buys, but rather where they buy.

    Marketing automation platforms make sure that dormant leads don’t slip through the cracks. Using a variation of a drip campaign, email content can be sent periodically to previously cold leads in an effort to re-engage them.

    The hope is to re-engage and push them further down the sales funnel, closer to making the final purchase. Any indication of renewed interest from a previously cold lead will immediately populate within an integrated CRM, alerting the sales team the moment it occurs. This type of automation provides real-time information that allows sales and marketing teams to efficiently retarget potential customers.

  • Accurately calculate your ROI

    Using an integrated CRM marketing and sales solution means you can track marketing initiatives directly to an actual revenue number. Marketing automation gives you the power to see the campaigns that produce qualified leads that convert into sales, and which do not.

    Linking marketing efforts to your CRM gives you an accurate revenue number, enabling you to track ROI in real time. It also provides insight to a CEO or CRO to track their sales team’s performance.

    With improved insight, you can now analyze results of different campaigns and “double down” or allocate more money into initiatives that are actually working. This enables you to make smarter decisions based on real data from your business, instead of throwing up a billboard or radio ad and hoping for the best.


Marketing automation platforms and CRM tools are thriving partners. With plenty of advantages, marketing automation and CRM tools’ compatibility is an important consideration when searching for the right software for your company.

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