How a CRM helps the online marketing team
Posted: Wed Dec 04, 2024 6:03 am
how-does-a-crm-help-an-online-marketing-teamUsing a CRM in digital marketing provides the marketing team with considerable time savings, transparency compared to other departments, and a direct communication channel with the sales team.
Its use is essential to be able to manage the contacts that are captured from potential clients with the minimum cost and investment of time. In fact, as we explain in the next point, a large part of this management is fully automated.
How Marketing Teams Save Time with a CRM
The first thing to say is that this CRM must be integrated with latvia business email list the marketing tools that are being used to capture leads. Explained very simply, this means that when a potential client fills out a form, the following automatically happens:
Your data is collected in the CRM.
In some CRMs, such as HubSpot, it also monitors and includes your behavior and interaction with our website, emails, digital advertising, and social networks.
The contact is assigned to one (or several) contact lists.
If these lists are included in automated workflows, the potential customer begins a personalized relationship journey with the company.
Depending on the stage of the purchasing decision cycle this contact is in, certain members of the sales team will receive an alert.
And all this happens automatically without dedicating a single minute of the marketing team's time, which, as we always say, is focused on other things, mainly thinking.
Why transparency increases compared to other departments
As an advertising agency , we have always worked with the utmost transparency towards our clients. And over the 28 years since our founding, we have done well.
It is an attitude that we recommend our clients – generally marketing departments – apply to their operations within the company. When everyone has access to information and is very clear about what is being done and why, everything works much better.
Using a CRM integrated with the marketing tool offers absolute visibility of the results that are being obtained with the different actions.
Are you responsible for marketing and you don't like the idea? I understand you, but you're wrong. And I'll explain why: your transparency will have, as an obligatory consequence, the same transparency from the rest of the departments. Especially from those that usually have the most contact with you, which are Sales and IT. What you do in your department will be as obvious as what is not done in others and affects yours. The responsibility for the success of the campaigns you create and direct will be yours up to the point where the collaboration or intervention of other teams is necessary for progress and there was a prior commitment to collaboration that is not being fulfilled.
How to communicate with the sales team
Let's be clear, the idea is not to pass responsibilities from one team to another, but to collaborate. To be aligned towards the same objectives and to make each other's work easier.
Automated CRM will allow the sales team to have valuable information that will allow them to qualify the quality of the contacts and direct their efforts only towards those with the greatest probability of success.
Your marketing team will provide the information your sales team needs to make decisions. And remember, without investing time or effort. Automatically once everything is set up.
You might be wondering... how do I sell this to general management?
No matter what your company culture is, change it.
It doesn't matter if you have been working in a different way for ages and with very good results. The results will be better this way.
It doesn't matter if you encounter resistance within the company. Overcome it. Sooner or later they will agree with you and recognize that they work better, faster and more efficiently.
A good way to convince all departments is to request a live demonstration of how the CRM works. Our experience tells us that when the different teams discover its possibilities and have the opportunity to ask questions and explore possibilities, the reaction is always the same: this will save us a lot of work.
Its use is essential to be able to manage the contacts that are captured from potential clients with the minimum cost and investment of time. In fact, as we explain in the next point, a large part of this management is fully automated.
How Marketing Teams Save Time with a CRM
The first thing to say is that this CRM must be integrated with latvia business email list the marketing tools that are being used to capture leads. Explained very simply, this means that when a potential client fills out a form, the following automatically happens:
Your data is collected in the CRM.
In some CRMs, such as HubSpot, it also monitors and includes your behavior and interaction with our website, emails, digital advertising, and social networks.
The contact is assigned to one (or several) contact lists.
If these lists are included in automated workflows, the potential customer begins a personalized relationship journey with the company.
Depending on the stage of the purchasing decision cycle this contact is in, certain members of the sales team will receive an alert.
And all this happens automatically without dedicating a single minute of the marketing team's time, which, as we always say, is focused on other things, mainly thinking.
Why transparency increases compared to other departments
As an advertising agency , we have always worked with the utmost transparency towards our clients. And over the 28 years since our founding, we have done well.
It is an attitude that we recommend our clients – generally marketing departments – apply to their operations within the company. When everyone has access to information and is very clear about what is being done and why, everything works much better.
Using a CRM integrated with the marketing tool offers absolute visibility of the results that are being obtained with the different actions.
Are you responsible for marketing and you don't like the idea? I understand you, but you're wrong. And I'll explain why: your transparency will have, as an obligatory consequence, the same transparency from the rest of the departments. Especially from those that usually have the most contact with you, which are Sales and IT. What you do in your department will be as obvious as what is not done in others and affects yours. The responsibility for the success of the campaigns you create and direct will be yours up to the point where the collaboration or intervention of other teams is necessary for progress and there was a prior commitment to collaboration that is not being fulfilled.
How to communicate with the sales team
Let's be clear, the idea is not to pass responsibilities from one team to another, but to collaborate. To be aligned towards the same objectives and to make each other's work easier.
Automated CRM will allow the sales team to have valuable information that will allow them to qualify the quality of the contacts and direct their efforts only towards those with the greatest probability of success.
Your marketing team will provide the information your sales team needs to make decisions. And remember, without investing time or effort. Automatically once everything is set up.
You might be wondering... how do I sell this to general management?
No matter what your company culture is, change it.
It doesn't matter if you have been working in a different way for ages and with very good results. The results will be better this way.
It doesn't matter if you encounter resistance within the company. Overcome it. Sooner or later they will agree with you and recognize that they work better, faster and more efficiently.
A good way to convince all departments is to request a live demonstration of how the CRM works. Our experience tells us that when the different teams discover its possibilities and have the opportunity to ask questions and explore possibilities, the reaction is always the same: this will save us a lot of work.