You use a CRM such as Salesforce, SugarCRM, Zoho CRM, InesCRM, SAP, Microsoft Dynamics, etc… and you’re wondering whether you should connect it to your future acquisition, a marketing automation software solution?
Here are the TOP 3 reasons why data synchronization with your CRM is strongly recommended.
TOP 3 fails in CRM <-> Marketing automation sync.
3. The missed contract renewal
Without your Marketing Automation software, when you work on recurring contracts, you have no choice. You need to set yourself a note, a task in your CRM to follow up with the client before the end of their contract period.
In addition, depending on your business sector, you may be able to sell something else to your client or a more advanced product (this is called upselling and addselling). After a certain amount of time, you know it, your clients who buy product A will probably want product A+ in 3 months. Same story, you need to set a reminder, otherwise you’ll miss it.
Why Marketing automation?
All of this can be automated with a marketing automation campaign. No client will be forgotten, you can start (cf. example above) by sending a first marketing email that informs, a second that encourages purchase with a specific and limited-time offer. Finally, conclude the series with a “human” email from your salesperson to propose scheduling a meeting.
Why link the CRM?
Because once the campaign has been built in your Marketing Automation software and linked to your CRM, all your clients are automatically qualified in the right campaign at the right time according to sales data recorded in the CRM!
2. The poorly timed sales follow-up
In an inbound marketing strategy combined with rich downloadable content on your site, it is in your best interest to follow up with your new contacts regularly after they submit their first form. It takes time and is complicated to track!
Why Marketing automation?
Because with a marketing automation autoresponder form and an ongoing campaign, you ensure that all new prospects will be followed up!
Why link the CRM?
In this case it’s very simple and obvious.
If your prospect responded to your first follow-up email or worse, if they got in touch with you after their download, make sure you do not follow up with them in an inappropriate way!!!
Nothing is worse than receiving a follow-up when I just had the salesperson on the phone! If your CRM is not linked, the information will not magically make its way into your marketing automation campaign…
1. The discount after purchase
This is the best of fails!!! The worst thing that can happen.
You regularly run promotions, you follow up on abandoned carts with a discount for your ecommerce, that’s a very good thing to boost your sales and your conversion rate.
Why link the CRM?
To exclude from your promotion, discount, and follow-up campaigns all the clients who bought your products at full price!
What could be worse than receiving a 20% discount for a product I already bought 2 days ago at full price ?!!!
If the data does not come up from your CRM to the marketing tool… get ready to compensate many of your clients…
Why synchronize your CRM with your marketing automation tool?
So yes, even if it has a cost, even if it has to be custom development and even if it slows down the project of implementing marketing automation software in your company a little, the bidirectional connection to your CRM is a “must-have” if you do not want to end up in an embarrassing situation.
In the same category, find the 5 emails to automate to make your life easier.
Discover the CRMs synchronized with Automation on the features page.
