Why CRM and Marketing Automation Need Each Other
Turning prospects into loyal customers is a multi-step process requiring the combined efforts of cross-functional teams. Thankfully, there are different types of technologies available to make the task more organized and easy — like customer relationship management software (CRM) and marketing automation.
In this post, we’ll review what marketing automation and CRM software do, and why they need each other to better help your business.
CRM and Marketing Automation
Before we dive into why marketing automation and CRM should be integrated, we need to understand their specific functions.
What is marketing automation software?
Marketing automation software helps marketers promote and streamline content without manual application. This includes automating the distribution of content and reporting analytics derived from how prospects interact with it. It pulls data from when leads visit your website, open an email, fill out a form, or read a blog, and makes the data easily accessible for the business to build its strategy.
Ultimately, the goal is to streamline the process of taking a lead, nurturing them, and moving them to a sales-qualified lead. Essentially, it’s all about lead generation and personalization.
Some of the best marketing automation software includes HubSpot, Act-On, Pardot, and Marketo.
What is customer relationship management software?
On the other hand, customer relationship management (CRM) is software for sales and service teams to manage their pipeline and lead qualification processes. It historically tracks customer data, including dates and notes of phone conversations, past purchase records, and email interactions as they proceed through the buyer’s journey.
Essentially, with this software, your salesperson can see the full picture of who a prospect is, their history with your company, and their journey to becoming a customer.
CRM and Marketing Automation: Why You Need Both
When marketing automation and CRM software work together, they provide a seamless journey for your customers as they go from visitor to customer. Integrating the two software will give your sales reps the full picture of a prospect’s interaction with your company. Your sales rep will know the marketing history of their prospects
Want to read the full blog? Visit our partner HubSpot’s page, here.
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