TABLE OF CONTENTS
CRM and marketing automation how they work together
1.- Segment your database before integration
2.- Establish a lead scoring
3.- Determine the important triggers
4.- Eliminate duplications
5.- Plan system maintenance
Advantages of integrating CRM and marketing automation
1.- Higher conversion rates
2.- Improve workflow
3.- Increases productivity
4.- Customize the purchase cycle
5.- You get quality leads
How to extend the capabilities of CRM and Marketing Automation
CRM and marketing automation: how they work together
In today's business context, where competition is fierce, all companies face the tremendous challenge of successfully connecting with their mass audiences. To face this challenge, having a powerful ally such as the duo formed by a good automated CRM and a solid marketing automation strategy is essential. To take advantage of its potential, you must complete several steps:
1.- Segment your database before integration
For starters, Marketing Automation allows you to personalize campaigns to target audiences. This means your brand can reach out to potential customers more effectively, providing them with the right content for their interests at the right time. Feeling that they are getting what they need will reinforce their trust in your company.
CRM is very useful in this process of creating audiences . Thanks to it, you should be able to automatically transfer the most important customer data to the Marketing Automation tool. This saves you the tedious work of manual segmentation and you can focus on more effective marketing strategies. The tool can use data about people's geographic location, purchase history made in your online store, and customer preferences to generate personalized email marketing campaigns.
Bringing consumer-friendly content to the table facilitates positive communication that leads to higher conversions and increased engagement. Key metrics such as email open rates, click rates, and conversion rates can all see a significant increase. This, in turn, translates into something marketing teams will love: improved Return on Investment (ROI).
2.- Establish a lead scoring
Having users properly identified is important to try to ensure success. Knowing your audience well is essential to know what content to offer, how to communicate it and how to deliver it in the right way. And lead scoring is a very valuable resource for this.
This technique allows for the analysis and classification of potential clients based on their level of interest and their probability of becoming real clients of your business. With it, you can see those who, due to their affinity and history of actions, have the greatest potential for you. And to attract them to your network, there is nothing better than sending them content generated especially for them.
This is a proven effective strategy for checking which potential users are ready for your company's sales team. This way, it is more likely that the conversion rate and return on investment will increase.
But this is not possible without a good lead scoring tool. And MDirector helps you with this task. The platform allows you to assign a score to each interaction that your potential clients make, which helps you evaluate their level of interest. You know, the higher the score, the more relevant that prospect will be for your brand. Likewise, the tool generates alerts about the needs of potential clients, another factor that helps marketing teams design more effective marketing actions.
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3.- Determine the important triggers
Triggers are also key to developing an automated marketing action , whether it is sending a shipment tracking email or a sales notification.
To make the most of their potential, it is essential to understand what customer information and activities continue to be recorded in your system and how sales and marketing teams update them. Automating update processes saves time and work, a way to focus on more important scenarios and one of the keys to making an automated CRM and email marketing tool work optimally.
For example, if a customer has made a purchase, a trigger automatically sends a thank you email. It may even send a promotional code for a possible future purchase. Similarly, if another customer has been inactive for a long time, a trigger can send them a reminder to get them interested in your brand again.
Automated updates are also a way to find new opportunities for potential conversions. In the case of carts abandoned before the purchase process is completed, a trigger sends a notification to a sales manager to try to win back those lost customers with a tempting offer.
4.- Eliminate duplications
The alliance between CRM and marketing automation will bring you immediate benefits, that is, if you do everything correctly. And one aspect that you must pay close attention to is that tasks are not performed twice. H canada whatsapp number data aving everything centralized and accessible has the risk of causing duplicate actions. And there is no more unpleasant experience for a customer than receiving the same thing more than once.
Make sure that the software integration is done correctly. Regularly monitor the actions being carried out so that you can act immediately if the dreaded duplications arise. Customers may receive several emails or short text messages from your company, which can be overwhelming and will have a negative impact on their relationship with the brand. In the worst case scenario, they might end up turning their back on you.
Likewise, misleading marketing reports can be generated that do not reflect the reality of your company. This can lead to making wrong decisions that can affect your overall strategy.
5.- Plan system maintenance
Just as important as defining the actions to be developed and the benefits to be achieved is having a solid plan to implement and keep these tools up to date. This way, all your marketing operations will not be immersed in negative situations.
To do this, make sure that all the customer data you have in both tools is properly synchronized. Only then will you be able to create an effective roadmap for the upgrade. Determine the frequency of the upgrades and the steps to follow in case of errors.
Another aspect to consider is the day-to-day world of marketing. You have to be up to date with trends in digital marketing technology and apply them to your processes. Don't neglect training; a prepared team is vital to be ready and stay one step ahead of your competitors.
