Marketing Automation and CRM: 3 Reasons Why Integrating Is Key

Marketing automation software (MA) and CRM software are both powerful tools in their own respect. While MA platforms work across devices and digital advertising channels to automate repetitive marketing tasks, CRM systems track and manage sales interactions in a centralized hub.

Now imagine what they can do together.

Successfully integrating the unique capabilities of MA and CRM tools can be a game changer for your company. Moreover, utilizing the power of automation with the data sets provided by a CRM system can streamline your entire sales process.

It is key to make sure your MA tool and CRM software sync up properly. Once these platforms start working together, it will open up several powerful features for your sales and marketing teams.

1.  Track customer behavior, gather and store information about their browsing habits

Marketing automation tools give you an intimate look at your customers. By setting up a token for your target audience, you can capture specific data that is otherwise inaccessible––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 buyer’s actions, interests and pain points. Thus, conversations with potential customers are easier to target and navigate.    

2. Use scoring to prioritize leads, help gauge level of interest and intent to buy

Although all leads are important to consider, 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 systems provide a huge advantage when prioritizing leads. Using data that examines potential customers’ online behavior, MA tools score and rank leads based on their perceived level of interest in making a purchase.

While lead scoring is powerful in its own respect, integrating that information with your CRM software takes it to the next level. It allows for an open line of communication between marketing and sales, keeping both parties apprised of recent customer activity. This gives each team increased flexibility, allowing for easier strategy adjustments as changes occur.

3. Re-engage with inactive leads, automatically initiate retargeting email campaigns

The optimistic way to approach inactive leads is to view them as people who want to make a purchase at some point in the future––they just don’t know it yet. Though this won’t always be true, users’ behaviors are constantly changing and evolving. Ultimately, it’s not important when a customer makes a purchase, but rather where they make it.

Marketing automation software makes sure that dormant leads don’t slip through the cracks. Using a variation of a “drip” campaign, informative email content can be sent periodically to previously cold leads in an effort to re-engage them. Once re-engaged, the hope is to push them further down the sales funnel and closer to making the final purchase. Any indication of renewed interest from a previously cold lead will immediately populate within an integrated CRM software, 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.

Marketing automation platforms and CRM software are thriving partners. With an expansive amount of advantages, MA and CRM software compatibility is an important consideration when searching for the right tool for your company.