Discover why integrating CRM and digital marketing can be an incredible strategy to improve your sales and attract more customers to your company
Unsurprisingly, technology is a competitive advantage in business. Knowing how to understand and serve consumers in the best way is essential to stand out from the competition.
In this context, CRM and Digital Marketing need to go together in the day-to-day operation, the first in controlling the commercial process and the second in generating qualified and well-connected demand.
Today, more than 70% of the purchase process takes place before the first contact with the seller. If you don’t know who is researching your products and services on the internet and just wait for them to contact you, you are wasting a great opportunity. An important detail of this story is that, most likely, your competitor is not sitting around waiting.
Therefore, to monitor the purchase process as a whole, it is necessary to use Marketing Automation , which works to understand and act in a personalized and scalable way with the people who interact with your company in different online channels, and CRM in Sales , to properly handle this demand and close more deals.
In this post, we’re going to talk about the huge potential that exists in bringing these two software together. Together, they can help you connect with the market and generate real sales opportunities!
Integrate CRM and Digital Marketing to gain control and agility in the operation
All information, to generate value, needs to be reliable and available. Previously, when someone contacted the company, their information was divided among salespeople, spreadsheets and databases. Today, it is possible to do all kinds of data crossing and analysis, and this is a huge opportunity to gain by integrating CRM and Digital Marketing.
Sharing data between systems
CRM exists to automatically record salespeople’s interactions with customers and centralize all data in one place. But, as we see today, the user starts the purchase process long before that. Monitoring online consumer behavior is therefore as important as contacts made directly with sales.
The Marketing Automation software will do this monitoring, recording every interaction of visitors and Leads with your brand until they become opportunities and customers.
To achieve good results, both marketers and sellers need information to act quickly and personalized with their Leads. When integrating CRM into a marketing automation tool , the first big advantage is the bidirectional information flow between the tools. The CRM will upload data about the Lead’s profile and engagement while marketing automation allows the use of sales information feedbacks to plan and measure new campaigns.
Automated Lead Qualification
Companies that work with demand generation through Digital Marketing know that, over time, the volume of Leads may increase and a qualification work may be necessary to deliver only the best opportunities for sales. By integrating your marketing automation tool to CRM it is possible to make this passage in an automated way. For this, just use objective criteria established by you.
This ensures agility and reduces the chance of errors in this regard, since the criteria for passing are defined by the two teams and the platforms just execute. Likewise, the activity produces data that allow an assertive analysis, with the comparison between periods of time.
Also along the same line of thought, a good practice is to think about the actions of Leads that demonstrate a strong buying interest . With this, it is possible to create triggers that inform the seller in real time that a business opportunity is ready to be approached. Companies that aim to grow and scale their business cannot avoid automating laborious processes, under penalty of stagnating business development.
Intelligence in the sales operation
All this operational agility is a great advantage, but it is useless if we do not know which way to go and which opportunities to attack. Having the marketing and sales processes well aligned allows us to act end-to-end in the sales cycle. Thus, your funnel volumes and conversion rates are monitored from website visits to the moment of purchase!
With this, we can identify and measure the performance of each marketing campaign and its impact on sales revenue. This power to link return on investment (ROI) to marketing actions is a great benefit. It is possible to know exactly what works and what does not, invest more in positive actions and correct mistakes to improve results.
In addition to measuring all their actions, as we mentioned in the introduction of the post, consumers are looking for personalized treatment . With the complete history of Leads interactions with your company, the salesperson can approach each opportunity already aware of what it consumed, how advanced it is in terms of education and what pains it faces on a daily basis.
When we monitor the relationship between potential customers and the company, we are actually working on the first steps of the sale: the marketing processes. By educating consumers with content and consciously directing them along the funnel, we are playing the role that was previously played by sellers, advising on why to buy, how to use the product or what are the benefits of the service.
The seller, in this new model, plays the fundamental role of better shaping the offers to the consumer and negotiating terms and prices. A very important skill for salespeople is to have a deep understanding of their customers’ interests, understanding what appeals to each profile and which arguments work best in each case.
In addition, the traces produced by the customer throughout the relationship will help the seller to convey even more the value of the product in an assertive way.
Other benefits that have a big impact on sales performance are the specialization of salespeople and the ability to identify the best marketing campaigns. Companies have different consumer profiles for their products, they can be individuals or companies and in both cases there are infinite possibilities for specialization.
Discover our CRM and Digital Marketing tools
Together, these three great benefits will strengthen and improve alignment between your Marketing and Sales teams , enabling them to work together and achieve better results. By integrating these two tools, you’ll be lowering costs and increasing business efficiency. Plus, you’ll have a predictable and scalable revenue-generating machine.
With that, we answer an important question: interacting with your potential customers only after the first contact with sales is a great waste of opportunity. Use technology to gain insight and understand what your customers are looking for, tailoring your offering to their needs.