Before we plunge into why marketing automation and CRM need each other, let’s consider what each software ingests.

To start, marketing automation software assists marketers automate any of their processes, such as conducting email campaigns or posting social media posts.

Marketing teams utilize automation software to create and promote content.

Eventually, the goal is to streamline the method of taking the lead, nurturing them, and prompting them to a sales qualified lead. Necessarily, it’s all about lead production and personalization.

On the other hand, CRM is a software that supports sales trios maintain their pipeline and lead qualification methods.

A CRM will trace consumer data, including dates and notes of phone conversations, past purchase records, and emails.

With this software, your salesperson can view the full picture of who a candidate is and their account with your company.

If your salespeople lose track of prospects, forget to follow up, or you’ve outgrown your lead tracking system, it’s time to look into CRM.

Ultimately, by integrating your CRM and marketing automation software, your team can:

integration of CRM and marketing automation
  • Generate more qualified leads
  • Offer better visibility to marketing and sales teams
  • Shorten the sales process
  • Provide consistent messaging
  • Unify your data management
  • Improve the customer relationship
  • Enhance pipeline management
  • Develop cross-department relationships

When marketing automation and CRM software are run together, they provide a seamless route for your customers as they go from visitor to customer.

Integrating the two software will provide your sales reps with the full knowledge of a prospect’s communication with your company. Your sales rep will understand the marketing history of their opportunities.

Plus, when marketing automation and CRM are combined or in one software, your marketing and sales team can provide constant messaging.

Let’s go through an example of how the two software can work together.

To start, let’s say a marketer draws a lead through a blog post.

That lead chooses to download a lead magnet and fill out a form. Once that happens, the marketing team begins nurturing the lead by an email marketing campaign.

After taking sufficient action, that lead displays a qualified marketing lead. After a while, let’s say they request a demo and are officially a sales qualified lead.

Once this occurs, the sales rep who’s accountable for the demo goes to the marketing automation and CRM software to accumulate information on their communications with the company.

They find out what offers the candidate has downloaded, what blogs they’ve read, who they are, and what business they work for.

This information notifies the reps plan for the demo call, so they’re qualified to acknowledge the right questions and personalize the sales call.

If the marketing automation and CRM weren’t connected, your sales rep wouldn’t be able to find that data quickly. Perhaps they even ask the prospect during the demo call, which irritates the candidate because they’ve already given your company that information and they’re repeating themselves.

That’s why the two need each other.

Your marketing automation and CRM should be connected, so your sales team has the right tools to close a deal.

Integrating these systems should help you understand the holes and resistance points in your marketing and sales process. It can help you discover why leads aren’t moving or why candidates aren’t closing the deals.

Overall, integrating your CRM and marketing automation will make your marketing team, sales team, and customers more content, by streamlining the marketing and sales process.

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