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Marketing Automation and CRM: why is it important to put them together?

Renan Andrade
Renan Andrade

Aug 20, 2021

Marketing Automation and CRM

Marketing Automation helps to reduce bureaucracy and optimizes productivity in a certain department, allowing teamworkers to make more strategic tasks than time consuming manual tasks.On the other hand, CRM is a relationship management strategy with the final customer and its goal is to change the business focus into the client. The software stores all the lead information and their buyer’s journey.What that means is it’s possible to use the CRM software to gather important information that can help to sustain the efficiency of the marketing automation process.

In the same way, marketing automation strategy provides a qualified contact between the company and the client, cooperating to the customer relationship management.

Now you will know the benefits of putting CRM and marketing automation together and how to link them for your company to get better results with a conversion rate increase in the purchase funnel, hence, profit increase and a better digital and content marketing strategy. Check it out!

The main benefits of putting CRM and Marketing Automation together

The benefits matchup that these two tools offer to a business can optimize the development of digital marketing strategy and the relationship with the customer. However, why does it happen? We made a list of the main benefits:

Marketing and Sell Teams Connection

When CRM and marketing automation are put together, marketing and sales teams might work as one and cooperate with one another. This can be a grant in the business because it creates a collaborative environment and improves both teams tasks and jobs. 

Duplicated Actions Cutbacks

When marketing and sales information are linked, there’s no risk of both teams designing the same strategy or action to a client. Thus it’s possible to balance the amount of content a customer will receive from one or both teams.

More Purchase Opportunities

Once the customer is pleased and there is an efficient communication between them and the company, there is a chance of purchase increase. It can happen because the link between marketing and sales teams helps to know exactly when and how to start a conversation with the customer, identifying the purchase target moment and increasing the conversion rate. 

How does this link between Marketing Automation and CRM work for real?

To clear your mind on how these two strategies work better together, check it out the buyers’ journey step-by-step (from attraction to purchase) and how Marketing Automation and CRM is applied on it.

Lead Tracking

The first step of the buyer’s journey is up to Marketing Automation. The tool tracks every lead and company’s website visitors. What that means is the following: the automation program identifies which pages the potential customer can visit, how long they stay on these pages and so go on.

Because of the Marketing Automation and the CRM link, there is a moment of connection between the first and the second tool with the lead. 

Leads Attraction

Through content marketing, the leads are attracted to landing pages, chatbots and pop-ups which deliver to the company this leads information (as name, number, e-mail…). The information gathered by marketing automation strategy are instantly shared with the CRM and all the sales teams, ensuring that no lead is left behind.

Nurturing Flow

Right after tracking and attracting the lead, the CRM software connected with marketing automation stores relevant information about the lead behavior. Therefore, it’s possible to start nurturing, with e-mail marketing, for example.

The marketing team will not nurture the lead manually, because automation can analyze the lead information and deliver a customized content automatically. So the team won’t waste time with manual tasks, just strategic tasks.

Purchase Conversion

The relationship advancement qualifies the lead. And then it’s the moment for a seller or a service person to contact the potential customer and make an offer.

Due to the integration between CRM and Automation, the service person will have the entire customer background. Because of that, the sales team knows exactly the customer problem, the solution they are looking for, what their objections are and other relevant information that allows a smarter, more precise and with better chances of conversion approach.

And if there is no conversion? If that happens, the information is recorded in the CRM software. So the marketing automation gets this information and proceeds the customer relationship based on this data. Besides that, the CRM can remind the service person to contact the customer again and try a new approach to seal the deal.

Now you know why it’s important to put marketing automation and CRM together, how to use them in each customer’s buyer’s journey, improving digital and content marketing strategy and increasing the conversion rate.

Do you want to learn other benefits of using these tools in your business strategy? Understand right now what is the bond between CRM and the purchase funnel stages.

How to increase the conversion rate  in the sales funnel?

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Technologies we use

The world changes all the time and technology is no different! Here at Mkt4Edu, technology is in our DNA, we work with many different softwares to make the whole process of automation and artificial intelligence work more efficiently and achieve more results.

Here, new softwares are tested all the time. Modern tools and new functionalities are tested all the time, there were already more than 200 tests so you can have the best result in your institution.

From customer acquisition to retention: Mkt4edu can make the difference in your marketing operation.


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