Both CRM (Client Relationship Management) and MA (Marketing Automation) at first glance seem to be similar, but in reality, they are a lot different.
Marketing Automation tool is used by a quarter of all B2B companies and 76% of world’s biggest companies and 84% of every top performing company are planning to use it. More than 75% of companies who have integrated marketing automation software have earned many positive outcomes in a year.
CRM tools aim at maintaining the client-vendor relationship by managing database related to company’s clients, in turn, aiding in understanding customer needs, gathering feedbacks, retaining old clients and building a good rapport between the company and its clients.
On the other hand, the marketing automation tool deals with the automation of marketing campaigns by lead nurturing, utilizing mass media platforms, tracking emails, testing, etc.
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Thus, in short, CRM is Sales-centric and MA tool is marketing-centric.
As both Sales and Marketing technologies get evolved, it improved the scope of ROI by integrating CRM and MA tools.
(Source: cetrix cloud services)
The integration of CRM and MA software provides a dual benefit of lead generation capability of MA and the capability of CRM tool to convert those marketing qualified leads into sales opportunities. This helps in keeping track of the achieved Sales targets from marketing leads.
So, let me share the top key points which you need to consider while integrating CRM and marketing automation tools.
(Source: Selecthub.com)
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Contents
Contents
Nurture leads And Create Better Relationships With Customers:
Your marketing team looks after the purchasing process. Buyers make their 57% of journey in knowing about the products before they even talk to the sales person.
Only 25% of buyers reveal their interest in the early stages of the buying process. It leaves a burden on marketing to retain the attention of every uncertain customer for a definite period of time.
Instead of sifting the attention on collecting data on every lead, you can rely on the crm and Marketing Automation tool. It creates an average 451% growth in qualifying leads.
Lead nurturing increases sales productivity by 14.5% and trims marketing overhead by 12.2%-kapost
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Know The Data To Be Synchronized
There is an ocean of data stored by the CRM and MA tools about the client; it is wise to know which data is relevant for the Marketing and Sales team to generate revenue. The data on which the lead-cycle relies should be accurate, updated and well organized to ensure minimum glitches after integration.
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Ensuring Two-Way Data Flow
The integration should ensure seamless communication between Sales and Marketing. The data flow should be bi-directional. Any changes made on the Marketing side should be reflected on the Sales side and vice-versa. A well-integrated system helps in notifying the Sales team of highly qualified leads generated by Marketing by applying lead routing techniques. This leads strings to the analysis of data on a single platform by creating a centralized data hub.
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Target Audience
Being aware of the target audience helps. One should know which type of leads are expected from the Marketing side, and that should be worked upon by the Sales team and turned into opportunities, helping in ease of data filtering.
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Method Of Integration
There are various modes of integration for CRM and SFA Software:
- Most MA tools offer in-built integrators that allow automated integration with leading CRM platforms via an application program interface (API). This is called Native Integration.
- Third-Party Integration method refers to the use of alternative tools when native integration is not supported. Third-party tools are preferred for small enterprises as they have limited features and data fields.
- Custom Middleware helps the Marketing team customize objects or entities within the CRM software. This method is generally used by medium and large businesses that deal with a large amount of data.
While implementing the integration, one should ensure a suitable test environment and data mapping.
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Integration Timeframe
The integration time frame is decided based on the size of an organization, integration methods used, the amount of data to be handled, etc. A well-planned integration methodology comprising of risk mitigation techniques will lead to successful completion of the integration process of CRM and MA software within the anticipated timeframe.
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Accurate Cost Estimation
The most important factor to be decided is that of the cost of the system integration including implementation, running and maintenance costs. The cost parameter is to be decided considering prices incurred by each software components. In some cases, training of organization staff is also required to get familiar with the new environment.
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Utilization Of Resources
Integration of CRM and MA tools should allow the Sales team to seamlessly utilize the resources created by the Marketing team like email templates, graphics, campaign data, etc. This will help the Sales team to easily make the client aware of the services provided by the Enterprise.
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Generating Reports
Data analytics and reporting are an essential requirement of keeping a track of the changing market scenario and also to make Marketing and Sales processes more efficient. Each platform has different analytical strength. The reports reflect the ROI achieved after implementing the integrated system.
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Control The Inbound lead Creation:
As all inbound leads are created equally. Some leads can be immediately feed into the CRM tool, whereas others can be in entirely different stages in the sales funnel. Early funnel leads are converted into great customers for an email nurturing campaign. Therefore it is important to have control over the leads that can convert as CRM Leads.
I’ve worked with the team at Andolasoft on multiple websites. They are professional, responsive, & easy to work with. I’ve had great experiences & would recommend their services to anyone.
Ruthie Miller, Sr. Mktg. Specialist
Salesforce, Houston, Texas
You might also want to consider your required field in the sales automation CRM and these fields can be easily entered in your automation tools living on your website or landing pages. With these you can save lots of your marketing time that is spent on updating information that is auto populated incorrectly.
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Timely Monitoring
After the successful integration of CRM and MA tools, supervising the system performance by monitoring the Marketing and Sales processes helps in discovering the scope for any further improvements needed. And helps enterprises boost their success stories!
Wrapping Up
CRM and Marketing Automation Tool can help make better customer relationships and maximizes the sales of any business with proper planning and integrations.
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The leading vendors of CRM tools comprise of Salesforce, Pipedrive and Wakeupsales software’s provide outstanding customer relationship whereas Marketo, Silverpop, Pardot, and Eloqua are some of the best marketing automation tools. Have you started with a CRM yet!
