Whether you’re on the marketing or sales team, your job serves the same objective : to grow the company and its revenue, while also retaining customers. To do this, you are necessarily equipped (at least, this is strongly recommended) with marketing automation software or a CRM. But did you know that you can double your results by combining the two?
A quick reminder: a CRM (Customer Relationship Management) or GRC (customer relationship management) is a tool that allows companies to manage their customer contacts, purchase histories, personal information, and sales opportunities. Meanwhile, marketing automation software gives companies the ability to track the behavior of their prospects on their website and through various interactions by email, SMS…, so as to provide them with targeted information based on their behavior.
The combination of the two is a real growth accelerator for companies that want to improve their marketing and sales strategy. The customer experience is improved because you can send relevant and personalized information to your database, by automating marketing campaigns and tracking the entire customer journey from the first interaction through to the sale. Boosting your performance, meeting your customers’ needs, bringing sales and marketing teams together, and taking care of your database… Here are four reasons to take action and combine these two powerful software solutions.
Boost the performance of your sales team
With the combination of Webmecanik Automation and Webmecanik Pipeline, the synchronized CRM can directly alert a salesperson that a contact has shown interesting behavior, at every stage of that contact’s maturity. If they visited your site, clicked on a newsletter, or downloaded a document, you have the information and can establish a strategy to communicate with them at the right time.
For example, when someone visits the company’s website, the marketing automation software can track their actions and preferences, while the CRM can store information related to their profile and purchase history. By combining these two data sources, companies and their sales teams can personalize interactions with prospects and offer them deals or products suited to their needs.
No more wasting time on unqualified leads. You know exactly where your prospect stands, and they’re just waiting for you.
Meet your customers’ needs
Prospects, but above all customers, are -rightly so- becoming more and more demanding, especially with service companies. Your prospect will make a purchase only if they feel that a company has the tailor-made solution and that they are well supported. To do this, you need to build a relationship by responding to their needs, or even their “pain points” (their challenges).
Your marketing automation software allows you to trigger a series of communications to welcome this new customer who has landed in your CRM. Thanks to the combination of the two pieces of software, you know which topics concern them. You can then send them the right content at the right time and support them before, during, and after the purchase. An action that is much more difficult to undertake without this marketing automation and CRM synchronization… You now have a highly accurate approach that is as close as possible to your prospect. Receiving the content (or the exchange) they were expecting is a good way to reassure them in their choice and give them a great impression of your company. Get ready for 5-star reviews raining down?!
A concrete example of good content sent at the right time? For example, one week after a purchase, you can schedule the automatic sending of a satisfaction survey and thus identify potential ambassadors. Data that will be fed back into your CRM and trigger a marketing campaign suited to this customer type thanks to this famous combination of the two pieces of software.
Bring marketing and sales teams together
And that’s no small matter for a company’s sales performance. Indeed, by linking the two pieces of software, it becomes imperative to think about a strategy that connects the sales and marketing entities (and makes it possible to strengthen ties between colleagues even more for a good working atmosphere and more communication!)
As a result, the teams are led to work together. Marketers will rely more on the sales team’s experience to define their campaigns and to determine what information they should send to the CRM. Indeed, who better placed than a salesperson to determine what a “hot” lead is? Moreover, the results obtained through marketing automation campaigns will be all the more interesting to salespeople since they will make it possible to provide them with a list of leads they consider sufficiently qualified.
Likewise, a marketer can have a head start on what prospects expect thanks to persona studies and content creation, as well as solid monitoring on social media. They bring a broader view and can enrich the salesperson’s work.
So that’s yet another good reason to synchronize your two tools, isn’t it?
Take care of your database
The last reason, and perhaps one of the most interesting because it’s a real daily chore… Having a clean database! ?
By connecting your Webmecanik Pipeline CRM to your Webmecanik Automation software, you will take care of your database. Indeed, no more multiple tools where data is stored sometimes differently, with varied formats and a risk of dispersion or even data loss (a nightmare!). All this is over thanks to the combination of marketing automation and CRM, which allows you to standardize your database rules and avoid great confusion.
From now on, with synchronization, you have the same fields filled in across both pieces of software, as well as the same formats. By using both Webmecanik solutions, the database structure is the same between the two tools. This can therefore lead to some sorting work when connecting the software, a beneficial and very practical task for what comes next… What a time-saver! You will harmonize your database standards, and the marketing, sales, and customer service departments will be able to use the same language for greater fluidity and satisfied customers.
As a bonus, the marketing automation software gives you the ability to identify contacts who do not have a valid email address, who have unsubscribed, or who have been inactive for a long time. This information will then be fed back into the CRM, and it is very valuable for sales teams. So what are you waiting for?
This magical combination will allow you to communicate with your customers in a personalized way, thereby maximizing your chances of converting and retaining them.
These four reasons show you the complementarity between marketing automation software and a CRM. With this synchronization, you have in your hands a powerful way to improve your marketing and sales strategy, while offering a personalized customer experience.
