Why CRM and Marketing Automation Need Each Other
CRM and Marketing Automation
Before we dive into why marketing automation and CRM should be integrated, we need to understand their specific functions.
What is marketing automation software?
Marketing automation software helps marketers promote and streamline content without manual application. This includes automating the distribution of content and reporting analytics derived from how prospects interact with it. It pulls data from when leads visit your website, open an email, fill out a form, or read a blog, and makes the data easily accessible for the business to build its strategy.Ultimately, the goal is to streamline the process of taking a lead, nurturing them, and moving them to a sales-qualified lead. Essentially, it’s all about lead generation and personalization.Some of the best marketing automation software include HubSpot, MailChimp, and Marketo.
What is customer relationship management software?
On the other hand, customer relationship management (CRM) is software for sales and service teams to manage their pipeline and lead qualification processes. It historically tracks customer data, including dates and notes of phone conversations, past purchase records, and email interactions as they proceed through the buyer’s journey.Essentially, with this software, your salesperson can see the full picture of who a prospect is, their history with your company, and their journey to becoming a customer.
