When you combine CRM with marketing automation, you get more than a new system. You create a powerful marketing and sales tool that can improve the quality of your lead generation, make your market to sales handoff more efficient, automate marketing campaigns, and do much more. Marketers will enjoy better marketing accountability and find it easier to see ROI. Let’s look at 3 benefits to blending CRM and marketing software.
1. You Can Automate Lead Qualification
One of the biggest problems between sales and marketing teams is that the quality of the leads is poor. Gathering data using a marketing automation system allows marketers to score and grade their leads. That means the highest qualified leads go directly to sales. Leads that reach a specific score threshold and grade are automatically assigned to sales personal. This really cuts down the amount of manual processing that has to happen. The lead assignments are more effective and efficient.
2. Improve the Quality of Revenue Tracking
When your CRM and marketing automation system are integrated, ROI reporting on campaigns is far easier. Bi directional syncing means that campaigns you create in your marketing automation platform map directly back to your CRM software. This allows closed deals to be tied back to the campaign they occurred in. Closed leap reporting increases the quality of the reporting and allows for accurately measuring ROI and projected revenue, tracking marketing spends, and attributing revenue to a specific marketing campaign.
3. Allows for More Targeted Messages to Occur
The majority of buyers want to receive different targeted content at every state of research. In fact, a recent study said 77% want this (Pardot’s 2013 State of Demand Generation Study). This behavioral information that marketing automation tool collects can be used to send a targeted message to your prospects. These emails can be very personalized and they can attract the interest of the prospect at the various stages of the buying cycle. The creation of one on one email communication based on criteria will increase the relevance of your emails and that’s going to make costumers happy.
There are many other benefits to incorporating CRM with marketing automation, but these three key points should be enough to get your attention. Much of today’s marketing is carried out through email and social media, as well as, a company website. The combination of these two tools can increase the effectiveness of your marketing campaigns.
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