By now you know that marketing automation is the future of business.
It’s not “set it and forget it” as the name implies, but marketing automation is the tool your business needs to create a sustainable strategy behind lead generation. Your automation software can’t function as an island, however.
Marketing automation and an effective CRM (Customer Relationship Management software) work best when implemented as a package deal. Here’s why.
- Lead Scoring
An effective marketing automation platform creates a lot of data. It’s constantly telling you who’s responding to your lead gen strategies, what they’re engaging with, and hopefully, where they’re coming from. All that data doesn’t mean much if you don’t have a way to organize it. That’s where a great CRM comes in.
Your CRM can help turn all that data into action items. Lead-scoring is baked into some CRMs (although some marketing automation platforms offer the service, too), and it’s useful for determining where you’ll get the most ROI. By distilling all that data down to a single number you can use to determine whether or not a customer is worth pursuing, your CRM is really earning its keep.
- Consistent Communication
In order to move customers down the purchasing funnel, your messaging has to be consistent. You’ve probably spent a lot of time thinking about branding already: Your website, your logo, your white papers. Are you also considering how every interaction you have with a customer feeds into their notion of your brand?
Marketing automation software puts out your message. Your CRM tells you how it’s received. There’s a big jump between “1,100 email opens” and “980 orders,” and better integration between your automation platform and your CRM is how you bridge the gap. These tools aren’t a hammer and a nail, they’re a drill and a drill bit.
- Sales/Marketing Integration
You’re lucky enough to have both a sales and marketing team…good for you! Automation is traditionally the domain of marketing; CRM is where the sales side lives. Are they working together efficiently? If not, misalignment between the automation software and CRM you’re using could be to blame.
Cohesion between sales and marketing is paramount for creating the best customer experience possible. Without it, warm leads fall through the cracks, and tepid leads aren’t nurtured to their fullest ability. Your sales and marketing teams should be sitting down together to discuss the data they’re gathering from their respective software tools. Better yet, your CRM and automation software should be talking, too.
Synchronicity can help you figure out how to consolidate your marketing and customer management technologies. There are a lot of great tools out there but knowing how to use them most effectively is critical.
Reach out to our experienced team today to talk shop and let us work on identifying your pain points. From there, we’ll create an actionable plan that moves your business forward.