Integrating marketing automation with your CRM is to cut costs and to gain productivity. Though both the points stand true, there is still more to explore if you integrate your CRM with this automation software. Deploying both the software differently is not only cumbersome but can also lead to data leaks and disruption in customer interaction.
However, the usefulness of integrating both the software together is that you gain organization and centralization in your data, have easy customer behavior visibility and improve workflow prioritization. According to SessionCam, 89% of users have integrated their marketing automation with the CRM because it offers ease in process and data management.
Having a CRM integrate with Marketing Automation will provide the benefit of consistent messaging. If you deploy both the software separately, the chances of having a roadblock in your messaging is high. This is because you need to look into two different platforms to know if the interaction with one customer is constant.
However, with integration you can have consistent messaging without any cracks in the communication. Another benefit of having an all-in-one CRM is that you can control data leaks and maintain data hygiene.
Two different software means two different systems to track and analyze data. This makes the whole process of data management a laborious one and any new data can fall through the cracks or get lost. A single platform that has both the software integrated can help curb this major data management issue.
Through integration, you can have a unified approach to data management as all the contact, communication and other informational data is saved under one single platform. The data is organized, easy to view and edit, and faster to analyze. Also, a centralized data system means that new data is easy to input and organize, and tracking and reporting of data becomes efficient.
The purpose of CRM and marketing automation is to approach the customers (both new and old) and build better relationships. However, two separate software equal to tracking two different conversations of the same customer. It is confusing and doesn’t add any value to customer interaction.
With integration, you can easily understand and analyze customer behavior to ensure you base your interactions on those insights so that you provide better service to your customers. This integration helps you in optimizing your customer relationship by providing you a centralized platform with improved customer data.
The marketing and sales teams share the same goal i.e., to accomplish a sale and gain a customer. Later, all the three teams – marketing, sales and service – need to retain that customer and help him/her to continue with the purchase. With different software, it is difficult to attain this parity as easily as when you have an integrated platform.
Together, CRM and marketing automation provides a unified platform for all the teams to track and analyze customer activities and behavior. Accordingly, having discussions and strategies to turn a prospect into a customer and ensure customer purchase cycle is continuous. The same software also allows for the perfect balance required between the teams, continuous workflows and instills accountability.