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blog | June 02, 2016

Why Marketing Automation and CRM Integration Matters for your Business

Marketing automation software can create a more efficient way to deliver materials to leads and prospects. CRM software can collect data and organize it all into a cohesive database....

By WorkWiseSoftware

Marketing automation software can create a more efficient way to deliver materials to leads and prospects. CRM software can collect data and organize it all into a cohesive database. So isn’t it just common sense to have the two integrated, right off the bat? If you’re not convinced yet, you soon will be. Let’s take a look at some of the reasons why you’d be mad not to integrate your marketing automation platform and CRM software.

What Integration Needs

When a CRM is integrated with a marketing automation system, there needs to be a bi-directional functionality. This means that both systems need to interact and be in congruence with one another. If someone within the CRM makes an edit to a prospect’s information, that data should automatically be reflected within the marketing automation system. On the other side of things, data submitted through a landing page should be reflected in not only the marketing automation software but also the CRM database.

Why It Matters

Targeted Email Campaigns to CRM Contacts

A marketing automation tool will likely come along with some sort of email marketing functionality. Whether it’s an email designer application or simply a system of delivery, this tool, when integrated with CRM, can be utilized to send targeted email marketing campaigns directly to individuals already in the system.

Without this integration, there’s no way to automatically have those leads already in place within the marketing automation software; a database from the CRM would have to be manually ported, wasting time and energy that could be better spent on other projects and tasks within sales and marketing. If email is a major aspect of your overall strategy, you can’t afford to miss out on a marketing automation platform that’s directly integrated with CRM.

Integrated Landing Page

If you know digital marketing, then you know just how valuable landing pages are for a website, and more broadly, a business. When marketing automation and CRM software are combined right out of the box, the process of building, implementing, and tracking landing pages becomes a whole lot easier.

With landing pages through your integrated marketing automation tool, you’ll have access to necessary web visitor information, such as customer name, email, phone number, and more. Once they’ve submitted the lead form on the landing page, you’ll be able to identify the prospect anywhere on your site and begin analyzing their behaviors.

Without an integrated CRM and marketing automation tool, there’s no sharing of prospect information. Again, you’d have to manually port over any identification information, which adds unnecessary busy work to your already hectic schedule. For those that work with landing pages and tracking online metrics, an integrated software package is a lifesaver.

All-in-One Support Team

One of the major downsides to hosting a variety of software packages is the need for multiple support teams. If something has a bug or you have a question about a particular feature, you’ll have to call the support team that works with that particular software package. With an out-of-the-box integrated CRM and marketing automation tool, there’s no need to worry about collaborating with multiple support systems. Rely on the same team for two features, a team that knows the ins and outs of both and can answer questions regardless of whether it’s related to your CRM or marketing automation system.

Share the Same Goals

More often than not, marketing and sales are aiming to accomplish many of the same goals. When marketing automation and CRM come together in the same software package, it naturally pushes the two departments to work cohesively towards the same objectives. Both want to advance prospects through the sales cycle, they just have their own array of unique tactics to get there.

When you go down the list of the many benefits to a marketing automation system and CRM integration, it’s really a no-brainer. And when businesses are offering the two out-of-the-box, there’s really no reason why a company should have them working separately.

For more information on our very own CRM and marketing automation platform, OnContact, please contact us today. We’ll answer any questions you may have about the software integration and other added features, offer to set you up with a free trial or demo of the product, and get you in touch with an esteemed sales rep.

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