Most marketers and sales professionals realize that a solid marketing
automation and CRM integration can minimize costs and increase productivity,
but there’s more to it than that. The right CRM and marketing automation
combination enables you to take full advantage of each tool’s capabilities
and empowers you to transform and improve how you engage with customers in
the following ways.
Prioritize Your Marketing and Sales Efforts
Combining these CRM marketing automation tools will organize and streamline
your company’s prospecting and customer retention activities by
consolidating vital activities and information. This enables marketing and
sales teams to gain more advanced insight into the customer journey, which
they can then use to prioritize their efforts. Throwing good money at poor
leads is a Cardinal (and all-too-common) Sin, and smart companies do
everything they can to avoid making this mistake.
Speak Consistently to Prospects and Customers Using Your CRM and Marketing
Another benefit of CRM integration is that it helps ensure consistent
messaging across the board. Too often, Sales and Marketing work at cross
purposes (usually unintentionally), communicating with prospects and
existing customers using different verbiage or attempting to appeal to
different pain points. Again, integrating these platforms will increase your
visibility, which will ensure uniform and targeted messaging to various
audiences and individuals. And if you ever update or alter those
communications, both teams will be able to view those changes and adjust
Guide Users Through the Customer Journey
Of course, the whole point of integrating your marketing automation platform
with your CRM is to enable your marketing and sales teams to attract more
leads and guide potential and existing customers through the purchasing
cycle to generate more revenue. When these two systems are automated and in
lock-step with one another, your teams can review the available data to
better understand how they’re engaging with your company’s website and
products and services, which enables you to serve them the sort of valuable
content that helps inform their buying decisions.
Marketing and CRM Software Integrations Improve Data Hygiene
Much of what you’re hoping to accomplish through your sales and marketing
efforts is heavily reliant upon the overall health of your email lists.
Unfortunately, many companies struggle with data hygiene.