Developing and executing a marketing campaign without insight from a customer relationship management system (CRM) is risky because you might not know if all of your efforts resulted in a hit or miss. CRMs are used to store intel from the contacts within your database as related to sales opportunities, customer relationships and customer support. However, without connecting marketing automation to your platform, you are missing out on key information about your customers and leads that would help you better market and sell to these individuals.
Marketing teams need detailed information on prospects to create strong, personalized marketing campaigns that convert at higher rates. When Pardot is connected to a CRM like Salesforce, you have extensive, in-depth data points which allow you to personalize your marketing messages. A few data examples would be past purchases, interests, pain points, services used, company data, and sales conversations to help trigger relevant messages.
Below you will discover the benefits of integrating your marketing automation system with your CRM:
Better Lead Tracking
Often sales and marketing run into poor lead quality. Again, CRMs typically house specific data relating to sales ops, customer roles, industries and contact information and customer support history. So, without marketing automation connected to the CRM, understanding where leads are within the marketing funnel is very difficult.CRM’s are known to improve customer #retention by as much as 27%. Click To Tweet
When marketing automation is linked to your CRM, the sales team can gain visibility into prospect’s lead scores, product interest, website activity, etc. With the lead scoring capability set up and activated, your marketing automation system is able to assign prospects to specific sales reps in the CRM based on a target lead score. This allows you to cut down on manual processes and increases sales pipeline velocity.
Opportunity Data for Customized Messaging
By using data gathered from both the CRM and your marketing automation platform, you can create automated marketing messages that speak to where the user is at within your sales and marketing funnels. Did you know that 74% of online consumers get frustrated with websites that promote content, offers or ads that have nothing to do with their interests? These automated messages can be triggered depending on the behaviors of the contact in their particular journey. A few examples of these types of messages are follow-ups from salespeople, product-specific email workflows, new opportunity reminders for the sales team and more. The journey the user experiences depends on the actions they take throughout, via clicks, opens, downloads, demographic data point changes and the relevancy of content.
Proving Marketing ROI
Once you have a marketing automation system tied to your CRM, campaign reporting becomes a breeze. When these systems sync, it ensures that campaigns created in your marketing automation platform map back to your CRM. This enables marketing and sales to link closed deals back to the campaigns that created them. This specific reporting capability allows you to identify the marketing campaigns with the highest impact on revenue, giving you the data you need to prioritize marketing spend and accelerate your pipeline.74% of online #consumers get frustrated with websites when its content, offers or ads have nothing to do with their interests. Click To Tweet
If you’re considering integrating a marketing automation platform with your CRM contact Nuvem Consulting today! From marketing automation and CRM syncing to custom development and building sales pipeline funnels, Nuvem Consulting can solve any issue you’re facing.