You know how large an impact your CRM has had on your sales team. But did you know you can see even more value from the data in your CRM (and an even greater impact on your organization as a whole) by adding marketing automation into the equation?
Marketing automation doesn’t just integrate with and build off of the data already existing in your CRM; it can actually put the data in your system to greater use, further personalizing your buyer’s experience and adding value to your investment in your CRM.
Give your sales reps ultimate insight.
Go beyond basic demographic information. With marketing automation, you can delve into detailed behavioral tracking, allowing you and your sales reps to see which pages your prospects are visiting, what types of content they’re interested in, and where they are in the buying cycle — right from within your CRM. This comprehensive list of prospect activities provides unparalleled insight into exactly what your leads are interested in, allowing your sales reps to personalize their conversations and get right to the point.
Streamline lead management.
At what point do leads get assigned to sales reps? How do you know they’re qualified? Who do they go to? Marketing automation can put the lead assignment process on autopilot, based on data collected and a blended lead scoring and grading model set up by the user. When leads reach a threshold score and grade, they can be automatically assigned to sales reps based on complex business rules for territory, product, and more. Furthermore, sales reps will be able to see the score and grade in the CRM, helping them to prioritize the hottest leads and ensuring that lead assignment is fair, efficient, and effective.
Reduce lead loss.
Not all qualified leads are ready to speak with a sales rep. Lead nurturing allows for non sales-ready prospects to be placed on a lead nurturing track, and gradually sent resources over time to educate them to a sales-ready state. This not only saves precious time for your sales reps, but also ensures that marketing’s hard-earned leads don’t go to waste, increasing the value of your database. Data from lead nurturing campaigns (like emails sent and opened) will be displayed in the CRM so that reps can stay up to date on how their prospects are engaging with these campaigns. Reps can also choose to add leads to specific lists and nurturing campaigns from directly within the CRM.
Looking for more insights and best practices on using marketing automation with your CRM? Be sure to check out our free e-book to learn more about unlocking your CRM’s true potential.