Reports suggest that marketing automation in the recent times have gained huge amount of popularity and it will be used by nearly a quarter of all the B2B fortune 500 firms and about 76% of the globe’s largest SaaS organizations and about 84% of the top performing firms plan to make use of it by the year 2015. As per the opinion of the experts, about 75% of the firms that have opted for the integration of marketing automation have successfully bagged positive return within the time span of one year.
But, what exactly does the syncing of the marketing automation and CRM system is helpful? Let us take a close look at the possible reasons for opting for the integration and can have significantly affect any business.
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- Helps in the nurturing of the leads and also develop better relationships with the clients before holding conversations with the sales team.
Everybody knows that the marketing team is responsible for a significant part of the purchasing process. The purchasers are making their way via 57% of the journey before they decide to even initiate talking to sales team. And just 25% of the buyers display interest in the early stages of the process. It burdens the marketing team to maintain the attention of the uncertain clients.
In place of consistently shifting via the data collected on every lead, they are focusing on the marketing automation to be able to do it for them, which again helps enhancing the count of qualified leads. It will also push the marketers to focus on the ‘who, what, when, and how’ factor essential for lead nurturing and strengthening of relationship.
- Keeps the clients more informed and expected to opt for a bigger buy, at a lower cost for the company
It is believed that good lead nurturing helps in progressing towards educated and satisfied clients who use their satisfaction into their buying sizes, opting for 47% bigger buys in comparison to the non-nurtured leads. Firms good at this practice are able to generate 50% more sales ready leads and at nearly 33% lower cost.
After reviewing the past benefits of marketing automation on lead nurturing, it also boosts the sales productivity to go up by 14.5% while helping lowering the marketing overhead by 12.2%.
- Offers visibility into the client behaviors by collecting details about their web activities like such as browsing habits along with the responses to the marketing initiatives
Communications can be significantly boosted when it easy to understand the clients as targeting and strategizing becomes possible. The tools offered by the marketing automation has the ability to capture essential data related to the target audience similar to reviewing the online visitors’ behavior when they visited your website.
Such a technique can be applied to emails as well. Different statistics has the ability to judge the enthusiasm of the visitors towards a particular marketing initiative. After the syncing of the data with the CRM software, it becomes possible to offer more insight into the buyer’s interests, actions, and pain points to the sales team so that the conversations can be initiated in accordance to it.
- Rate leads by score assignment on the basis of the recorded activities. These scores display their interest level along with the intention to purchase.
Since no leads are equal and similar in their behavior/nature, it is essential to state that the efforts needs to be put towards those ones who are interested to buy. Although, the marketing team have limited details to judge the clients’ intention, but online data has the ability to offer insight. The marketing automation tools have the ability to assign scores to varied leads and also rank them on the basis of their online habits like time spent on the webpage, etc.
It is believed that the activation of the bi-directional synchronization between the CRM and marketing automation tool will prove helpful in keeping both the marketing and sales team informed about the latest client activity which will in return allow every team to make changes in their strategies accordingly.
- Curtailing the sales cycle by automatically sending leads the most essential details at the most appropriate time
When an organization has a long sales cycle, a considerable amount of time is spent on the nurturing of the prospects that eventually lose interest. Situation becomes worse when more decision makers enter the buying process and enhances the sales cycle by 22% in the past five years.
Time is almost equivalent to money. When a buyer considers varied options along with a sales force giving time to numerous leads, there is significant space for causing inefficiency in communication, which again drags the process longer than needed and impacts the overall sales process. Automation ensures that the lost days are lowered by sending the most relevant content
- Gives new hope to the past leads that became inactive by making contact with the retargeted email initiatives
It is not necessary that if a specific lead is not interested to opt for a purchase, it does not hold true for forever because needs and desires change with time. Marketing process quite often overlooks the marketing initiatives. Automation can be successfully applied to ‘drip’ informative email content to the leads that became cold by successfully re-engaging them in the purchasing process. Almost 60% of the clients are pushed to seek out a product after reading content regarding it.
Reports suggest that email marketing is quite profitable with a return rate of 4300% and the personalized email sent via marketing automation is believed to be efficient as they are expected to be opened more.
- Helps saving time with the sending of the sales ready leads to the sales team, so that the efforts can be equally distributed amongst the sales and marketing team both
It has been noticed that the misalignment between the sales and marketing teams comprises of transferring of the premature leads. Reports claim that about 61% of the B2B marketers have the habit of pushing every lead straight to sales despite 275 being qualified in nature, which displays that majority of leads are not ready yet.
It causes wastage of revenue opportunities. An automation tool has the ability to apply specific criteria to judge if the leads are sales ready or not. The seamless integration with the CRM offers the sales team access any essential data collected in the past, which pushed the success rate considerably.
- Undertaking an analysis of the results and also finding the reasons for success and offering credit wherever necessary
By closely monitoring the developments from starting to end, it is possible to link the marketing automation to CRM to find the reasons of success which a basic CRM do not allows. The campaigns can be termed as effective on the basis of efficient parameters such as email click rates.
It won’t be incorrect to state that syncing of CRM and marketing automation tool permits for end-to-end accountability. It helps in the prevention of unnecessary duplication of details that can become irrelevant.
The integration ensures that making sales become possible and strengthen the focus also at the same time.
The article is also available at http://salescrms.weebly.com/blog/-knowing-the-benefits-of-integrating-crm-with-marketing-automation
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