Marketing automation platforms work great in making your marketing process centralized and autonomous by taking in diverse assets including email, forms, landing pages, content etc., to keep your customers engaged. With the combination of all of these you can increase its effectiveness immensely by with customer relationship management (CRM) integration. Tight and effective integration with CRM benefits marketers managing lead information, messages and content delivery, activity alerts, campaign updates, triggers and other information more effectively.
But, first thing first: what exactly is a CRM integration is and how does it functions.
What does marketing automation + CRM integration mean?
Most marketing automation and CRM platforms support integrations into each other. The Application Programming Interface (API) in these systems brings users access to the databases which help maximize the use of both connected systems. When synced, users can use marketing automation system to get access to all the data on leads from the CRM system which is connected to the automation platform and also can update the data to the leads in the CRM after a marketing activity is executed on the set of the leads.
Due to the API technology, users benefit from stable and integrated access between the CRM and the marketing automation systems, especially when data points such as, contacts, companies etc., are connected across both systems. Other methods of integration other than API include automated file imports through FTP or static URLs which provides easy uploading of data, however, constant synchronization through this process of CRM integration is a challenge in this process of CRM integration.
8 Reasons to sync CRM with marketing automation
1. Improved capability to nurture leads and customer relations
With CRM integration, marketing automation users can start building better relations with customers even before their sales reps start interacting with them. As about 57 percent of customers can initiate their buying journey before meeting sales teams, marketers can make the most of this opportunity by nurturing them with the right messages at the right intervals. Thus, they can take advantage of syncing marketing automation and CRM to get details on their leads including who, when, what, and how they interact with products, messages, websites and other digital channels. By delivering personalized messages and information to leads based on such detailed information, they can achieve a boost in qualified leads of up to 451%.
2. Help customers make more well-informed purchase decisions
With more information timely fed to customers’ queries, customers feel lesser risks and are likelier to make even bigger purchases. All these are possible because data-backed lead nurturing generate more educated customers who are satisfied with the products and their purchase decisions than those non-nurtured leads which hardly generate any sales opportunities. Thus, CRM integration allows over 47% bigger purchases at about 33% reduced costs per lead.
3. More extensive insights on customer behavior
The more insights and data you can collect on customer behavior, the more personalized and strategic lead nurturing program can be developed. Diverse range of statistics on customer behavior and interests collected through various campaigns can be synced to an integrated CRM system. Later, sales reps can access all these information from the CRM and tailor their sales pitches and offers based on the data to convert leads faster.
4. Evaluate CRM leads based on scored assigned to each
Once the CRM is synced to the marketing automation system, users can take advantage of bi-directional synchronization to get both ends of the platforms updated with the latest statuses of customer interactions and responses to diverse marketing campaigns. Thus, both sales and marketing teams can devise the most effective strategies based on these updated lead data on marketing automation and CRM systems.
5. Shorten sales cycle with the most relevant lead data
The CRM integration allows organizations and marketers to reduce the sales cycle by delivering the most relevant and useful information buyers need at their disposal, allowing them to arrive at purchase decisions quicker. Marketing automation systems that are integrated to the CRM that sales teams use to collect customers’ information update with lead scores based on customers’ interactions, engagement and replies to marketing activities. Thus, when prospects are sales ready they are assigned with the score and sent to the sales funnel as qualified leads for sales teams to pursue. Therefore, sales reps get prospects who are informed and willing to make purchase when they are pursued with the right pitches and offers, thus shortening the buying cycle eventually.
6. Add marketing attribution accurately
Though basic level of CRM enables attaining this end-to-end accountability, marketing campaigns cannot be run effectively with limited, fractions of or false metrics such as high click rates even though prospects have not made any purchases. On the other hand, CRM integration with marketing automation system boosts effectiveness of campaigns and reduces duplication of data. Also, CRM syncing improves alignment and coordination between marketing and sales teams thus, saving valuable time, energy and resources to be spent in devising and executing strategies for increasing sales.
In addition, there are advanced functions users can perform to yield better marketing and sales performance with marketing automation and CRM integration.
6 advanced marketing and sales functions include
Activity Alerts: These alerts are triggered by marketing automation platform for sales teams on the event of a particular behavior or interaction demonstrated by leads e.g., clicking ‘Contact Us’ web page.
Assign leads to Sales team: marketing automation enables users to set rules in it in order to assign leads to sales teams.
Send leads as per campaign rule: When a lead shows any activity in the campaign flow gets assigned to a sales rep. Then, the automation system allows sending those leads to reps using the CRM system that is synced to the system.
Send leads as per lead scores: The marketing automation system lets users transmit leads to the sales funnel through the synced CRM platform when the specific has garnered a specific lead score and become a qualified lead.
Campaign Triggers: marketing automation system triggers campaigns based on specific changes or interactions updated to the CRM platform.
Campaign integration: Campaigns running in the automation platform gets synced with the connected CRM system. Once synced, users can link revenues to all campaigns for gauging ROI.
Are you making the most of the CRM and marketing automation systems to improve sales of your business? In case you are looking for professional assistance from Marketo certified experts to set up and sync CRM and marketing automation platform or simply need professional training for your marketing and sales reps, then call us at (408) 502 6765 now! You can also join us and chat with us via Facebook, Twitter, and LinkedIn – let’s chat over coffee soon.