Marketing and CRM are two strategic allies to attract, delight, sell, retain and retain customers in any company. For that, you need to integrate them, define the funnel steps well and take actions that really generate value for your leads. See in this article how to do this!
When technology is at the forefront of lead generation and qualification processes, it allows companies to optimize all their contacts.
The customer, make no mistake, already has an opinion formed about the company even before having direct contact with it.
The concept he created can be confirmed or it can be reversed. And that will depend solely on the efforts your teams will make.
The integration between marketing and CRM will be the catalyst for these actions. It’s the one who will quickly and accurately deliver the value that leads need and will validate that the delivery did, does, and will continue to make sense to them.
It is necessary to continually review processes and routines to show that the product or service sold is really good.
After all, if your company doesn’t, your competition will. And with technology as an ally, you’ll be able to optimize all contacts with your customers.
Today’s article covers how to integrate marketing and CRM and talks about strategies for using both.
The actions are aimed at attracting more qualified leads, increasing ROI and of course: selling more and better.
Stay with us.
How to optimize the integration between marketing and sales CRM in companies?
This is a question with two objective answers.
- Integration between marketing automation platform and sales CRM;
- Integration between marketing and sales teams and strategy refinement.
But, of course, one will depend on the other. The first step is obviously to put technology into the marketing and sales processes.
The digital transformation is important and it alone will ensure that any process has the focus on the company’s client.
Here we have educational content that shows how to integrate marketing platforms and CRM.
The focus of this topic, however, will be on creating a CRM culture and a routine based on important metrics and indicators.
The first – perhaps fundamental – step is not to use technology solely to control teams.
It is necessary to show the value that it has and how it contributes and makes everyone’s work better on a daily basis.
How is it possible to achieve the proposed goals and objectives, accelerating any existing actions and steps?
Afterward, it is necessary to sell some barriers, especially if teams are not used to dealing with technology, especially to manage sales.
Training are important right now. And they should be part of the companies’ weekly routine until the tools are assimilated.
And finally, constant (and purposeful!) analysis of performance indicators is equally essential.
Analyze the performance of each stock. See the feedback that every open email gave, rich stuff made, Ads campaigns…
All of this is essential to start building a culture of excellence with integrated marketing and CRM and driving the processes.
4 Strategies and Benefits of Integration between Marketing and Sales CRM
The integration of marketing and CRM, more than creating a culture focused on numbers, needs to generate strategies for lead generation, qualification and retention.
Customer experience is the focus of this integration. And it starts from the first contact he has with the brand.
It goes through the marketing funnel, pre-sales, sales, post-sales… that is, it never ends.
But, it all starts with marketing. And it decisively involves the optimization of strategies between marketing and sales.
Below, we have selected 4 strategies and consequent benefits that this integration brings to all types of companies, regardless of size or segment.
1 – Find and target the right leads
A good CRM has a wealth of information and data about the company’s ideal persona and customer.
Through personalized reports, it is possible to understand behavior, pain and challenges that customers who interact with the brand have.
It is through the tools that teams and managers are able to sell the types of customers who buy the most (and what) and which ones do not close (and understand the reasons for loss).
This data will then guide marketing strategies for capturing customers.
That’s why we say that it is essential to have a strong CRM culture in the company.
The marketing team needs to know how to use it to extract the necessary information and create content that dialogues with the customer’s current moment.
Creating content “blindly,” or based solely on what the team thinks is right, can have zero effect – or attract leads that aren’t fit with the business.
And then, well… the Cost of Acquisition of Customers (CAC) will be very high.
Therefore, a good strategy is to segment customers (based on data from CRM) for each marketing campaign.
Your team must create a rich material with the pains that this type of client has.
As new customers with that same profile (and pains) convert, they are put into a nutrition flow within the marketing automation platform.
And the customer journey will follow, step by step, content by content, until the need to purchase is awakened in them.
2 – Increase sales based on customer history
In addition to capturing new leads, the integration between marketing and CRM can (and should) be used to increase sales and engagement with existing customers.
This is because in CRMs it is possible to view the history of each customer with the company and all the actions that he performed.
So when some new product or service comes out.
Or even a new feature that is paid, an action to be taken is to assess which customers, based on their history and profile, and would be more interested in this new offer.
This targeting to customers who already compare the company is a smart way to increase sales for a few reasons.
But especially because it costs 5x less to sell to a current customer than to a new customer.
Then create a custom email ruler in the automation platform.
The customer success team can make this initial contact, showing the benefits and how the experience can be maximized with this new feature.
If there is interest, the sales team takes over the negotiation managing the opportunity within the sales funnel.
3 – Reactivate leads
It is not because a certain customer today has no interest in buying that he may not have it in the future.
The objective of any company is to be available, provide enough content and knowledge so that when the customer wants, he can actually make the purchase.
An inactive customer someone who once trusted the company. If not fully (after all, he hasn’t bought it yet), partially.
So your team knew how to captivate you, right? For one reason or more, he didn’t buy it now. No problem.
It is at this point that the integration between marketing and CRM will prove to be valuable again.
These inactive leads are often overlooked, whether in the marketing process or in the sales pipeline. It depends where they stagnated.
But, well, that’s how we talk: on some level they trusted the company and were willing to listen to what it had to say.
So you need to reactivate them. CRM serves to analyze at what stage they stopped. What was consumed at this stage? A rich material? What kind?
And on the next contact he didn’t respond. What was?
Your team must group customers according to standards so you can target a new delivery of content that truly complements and takes you further from where you left off.
Afterwards, it is necessary to check how the email or material sent was that did not get a return and improve.
Finally, with the best-designed buying journey, your team puts these leads into a new flow so they can move to the last stage of the pipeline and effectively accept the offer.
4 – Reduction of the sales cycle
A company that has a long sales cycle can spend many months feeding and trying to “push” its potential customers to the sale.
If your team isn’t talking directly to the decision-maker, or at least can’t reach them, then for sure the closing time will be high.
And then that cliché that says “time is money” appears. Although a well-worn phrase, it remains true.
If a customer takes too long to respond or asks your team to contact you later, it’s important to use CRM at this time.
In either case, your sellers must freeze the opportunity. In the second case, you still need to create an activity to make a contact on the requested date.
One way or another, you can’t let your contact with that customer get cold.
What to do?
Well, there are two options – and both involve the marketing platform.
The first is simply to send the company’s weekly newsletter with good content to always be present in the customer’s memory.
The second is to send specific and in-depth content that encourages the customer to go back and make a decision.
Monthly, your team must make a call to find out if interest in the purchase has revived, remembering the initial contacts, making itself available if the customer has any doubts.
By doing this, consulting data and developing strategies, it is much easier to extract the most that the optimization between marketing and CRM can deliver for companies.
So, how can we help you?
Enjoy and read two articles that will help your team to qualify and delight more customers.
The first one has 9 tips on how to approach a customer for the first time.
The second shares high conversion sales scripts to help your team in different situations.