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Priti

Priti

With a Masters degree in Human Resource Management, a Masters in Commerce and a degree in Law, Priti Pundir took up the profession of her passion in Information Technology. It's only her enthusiasm that took her from Operations Manager to Business Consultant and eventually Partner - Business Development at Evon Technologies. Her strengths are maintaining good Public Relations and Business Development overseas. She loves Cars and Poetry.

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There are so many virtues associated with Marketing Automation and Customer Relationship Management (CRM), but many sales and marketing departments are still unable to notch up the best for their businesses. And, one of the top reasons cited by marketing experts for that is not integrating marketing automation with CRM. By not integrating these two technologies, many sales and marketing teams deprive themselves from understanding what works for each other and tracking every step of the buyer’s journey. Consequently, they bring roadblocks to quality lead generation and shrink the opportunities to have better conversions.

Before I begin shedding light on how marketing automation and CRM integration boosts conversion rates, let’s have a quick insight into what marketing automation and CRM are.

Marketing automation allows marketing departments to easily automate and analyze routine marketing tasks, like social media marketing, content marketing, email marketing, digital ads, landing page visits, etc. As a result, they get to focus better on lead generation and offer personalized content based on user response. Marketing Automation has become a bandwagon almost all marketing departments are now jumping on to generate more leads than ever before. Some top examples of marketing automation software are HubSpot, Pardot, SharpSpring and Marketo.

Customer Relationship Management (CRM), on the other hand,h complements marketing strategies by making it easier for sales team to convert marketing leads into paying customers. CRM tool, in a nutshell, serves as a database for storing marketing leads with their meaningful data, and help manage both existing and new customers. Some top examples of CRM software are SugarCRM, Odoo, Agile CRM and Nimble.

Let’s now move on to the most important aspect of this blog. How does marketing automation and CRM integration open new avenues for higher conversion rates?

Marketing Automation and CRM Integration a Boon to Your Business

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Image source: Blogspot

Helps You Devise Marketing Strategies that are Highly Likely to Work in Your Favor

By integrating marketing automation and CRM, your marketing team can easily track the efficacy of their marketing decisions. Being able to track how customers are responding to your marketing material paints a clear picture about what is working for you and what isn’t. For example, you can see what sort of emails coaxed your customers the most to become interested in your services or what type of social media campaigns got you most leads. Having such an insight helps you build on what worked the best for your and devise effective marketing strategies business.

So, you can effectively run marketing campaigns and ads that suit the requirements of your customers and help them improve quality of life by going for your products or services. Marketing automation and CRM integration also allows both sales and marketing departments to keep a track on every lead from the top of the lead funnel to the bottom of the sales funnel.

Enables to Increase Conversions via Lead Nurturing

Lead nurturing means turning cold leads into buyers. And, this mostly becomes possible after you integrate marketing automation with CRM. Marketing teams can put colder leads on nurturing tracks to ensure they find your content interesting and relevant. Cold leads may not immediately get converted, but if you let go the hold over them, they become likely to buy from your competitors over time. That’s why lead nurturing is so important.

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Image source: HubSpot

If you keep contacting prospects systematically, it helps them build trust in your brand over time. The integration foundation allows marketing teams to understand unique interests of cold leads and treat them differently. Lead nurturing requires marketing team to have a better understanding of needs of prospects and targeting them with information that they want at each stage of their buying process.

A market study found that 80% of new leads never become sales. However, lead nurturing provides nearly 50% more sales ready leads at a 33% lower cost. Lead nurturing is like forming a relationship with leads, not only to sell them just once, but improve your ROI via upselling as well.

Helps Sales Teams get their Hands more on Quality Leads

Integration of marketing automation with CRM especially becomes important when it comes to differentiate between qualified leads and unqualified leads. Let’s understand, how?

Image source: Stampwood Limited

Marketing automation software allows marketing teams to automatically fetch all the information about how the leads interacted with marketing, like their social media engagement, page views, forms completion, queries, buying behavior, etc. When marketing teams enter leads along with their behavioral information in CRM, sales teams find it easy to draw a distinction between leads that are highly likely to be converted than those that are not. This is also called lead intelligence.

As a result, sales team dedicate most of their efforts to engage with qualified leads and improve conversion rates. Most CRMs allow to filter information, like leads that visited your site more than five times in past 30 days, or the ones that didn’t visit your site at all during the same time span. Such results help increase the efficiency and productivity of the sales team by encouraging them to spend more time on the leads from whom the marketing team has received positive response on their marketing material. Simply put, the more the focus on qualified leads, the better the conversion rates.

Speeds Up Sales Process

Since all marketing and sales report sits at one place, it becomes much easier to know where prospects are in the sales cycle. This in return helps expedite sales process. Sales people are also able to determine the best time to contact a lead in the nurturing process with appropriate content, thereby reducing the time it otherwise takes to convert a lead.

Another important aspect of marketing automation and CRM integration is the fact that it allows sales team to get involved in the development of a marketing campaign. As a result, marketing team is able to offer better and result-oriented content to its target audience, a factor that also speeds up sales process.

Without a doubt, marketing automation and CRM integration offers a plethora of opportunities to sales and marketing team to increase ROI via higher conversion rates. Many businesses are adopting this practice to boost their sales and get a competitive edge. It’s very hard to find a reason that why a business should not bank on marketing automation and CRM integration.

What’s your thought on the efficacy of marketing automation and CRM integration to boost conversion rate? Do you want to add more to what’s already being discussed? Please share your views in the comment box below.

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