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2 Posts authored by: Shannon Matthews

Why every modern marketing organization needs CRM, marketing automation and social media platforms

Every marketer and marketing team constantly asks themselves: How can we be more strategic and effective in everything we do?

 

The (long) answer: Target the right people with the right message, convert them into leads, move them through the funnel and ensure sales picks them up and closes the deal effectively. Easy, right?

 

There’s a lot of moving parts within long winded answer, and it typically isn’t a clean, linear journey, especially in the B2B world. But accomplishing the objective of being more strategic and effective throughout is within reach - with the right technology in place of course.

Modern marketing technology is successful when you stick to the core three

According to The Chief Marketing Technologist’s 2016 Marketing Technology Landscape, the marketing technology field is now brimming with 3,874 martech vendors, almost twice as many as last year. So within such a crowded field, how do you know what is “the right technology” for your business?

 

The short answer is that it depends on the maturity of your martech stack. To elaborate, exactly what you need will differ depending on what you have currently and what your initiatives are. But you can’t (or at least definitely shouldn’t) go anywhere if you don’t have the core three technologies in place: CRM, marketing automation and social media platforms.

 

These three technologies lay down the foundation for everything listed above that you need to accomplish. Each piece individually wields a lot of power, but taken together they create an impressive force - The Marketing Technology Triumvirate.


How the
Marketing Technology Triumvirate powers modern marketing

The most common marketing initiatives in today’s world:

  1. Engaging with leads in new ways and on new channels, and doing so more effectively by delivering the right message to the right person at the right time.
  2. Driving more qualified leads to sales, prioritizing those leads and helping sales close the deal.
  3. Measuring effectiveness and ROI.

 

While that may sound like a tall order, many teams are fulfilling it with the backing of the marketing technology triumvirate. The seamless combination of these three solutions can provide unprecedented insight into how each lead moves through the buyer’s journey and their specific needs at any given point in time.

 

A social media platform allows you to identify and participate in conversations that are relevant to your brand or area of expertise. You can then feed any information about social engagements into your marketing automation and CRM platforms to keep track of this history. Your  marketing automation platform also gives you the ability to engage with leads via email campaigns, form downloads, demo requests, etc. and track their behavior across landing pages, events, webinars and other online venues making your total outreach more relevant. Follow this up with a marketing automation and CRM integration centered around a common lead scoring process and you can improve the alignment between your marketing and sales teams, ensuring that no lead falls through the cracks in the hand off. This combo of technology greases the wheels to keep these types of processes moving.

 

These three technologies also capture metrics across each activity, providing you with another type of insight into the effectiveness of your efforts. By reviewing this data regularly, you can determine what works well and what doesn’t and make more informed decisions about how to structure your campaigns and other activities moving forward.

Any sound digital marketing strategy boils down to the triumvirate

Once you have the core three in place (and properly integrated), there are plenty of other technologies you can add to the mix to work alongside the triumvirate and supercharge your efforts even more. However, to truly maximize the benefits that additional technologies have to offer, you must first have CRM, marketing automation and social media platforms in place. They provide the base off of which everything else will grow.

If you have questions for us about how to add marketing automation and social media to your current CRM technology or just want to learn how the triumvirate can impact your business, please visit www.salesfusion.com.

Marketing Automation technology such as Salesfusion, is a platform for marketers to create, nurture, and pass leads to sales. Marketers use this technology to execute marketing campaigns in a scale that provides a customized experience to their audiences. But a MAP is only one half of the Sales and Marketing power couple.

 

We’d only be fooling ourselves if we said that from the beginning of time, sales and marketing have had the best relationship. But after years of having a symbiotic relationship, we’ve finally realized the benefits of sales and marketing alignment. According to SiriusDecisions, B2B organizations with tightly aligned sales and marketing operations achieve 24% faster three-year revenue growth and 27% faster three-year profit growth. And, organizations with tightly aligned sales and marketing functions enjoy 36% higher customer retention rates (according to MarketingProfs). Reaching power couple status wasn’t immediate for Brad and Angelina and it takes time for sales and marketing too. So how do you create a dynamic sales and marketing duo in your business?

The Answer: Marketing Automation & CRM Integration

Most marketing automation platforms (MAPs) have functions for email marketing, social media, contact list management, forms, landing pages, website tracking and reporting. There are also a number of marketing automation platforms that provide more in depth features such as:

  • Automated and Dynamic Recipient LIsts
  • Better Insights
  • Nurtures and Triggers

 

However, the key to a lasting relationship is having a system that fully integrates with your CRM to make use of all the CRM data. The benefits to integrating CRM and marketing automation are primarily a three-fold:

 

 

  • More Leads: A marketing automation platform will help you drive more leads for sales. Period. But a well integrated CRM and MAP will seamlessly transition leads from marketing to sales. Native integration arms sales reps with a view of all the activity a lead has taken to get to sales (i.e. engaging with email campaigns, filling out forms, visiting your website).
  • Better Leads: Most MAPs offer lead scoring, enabling marketers to work hand-in-hand with sales to define what is truly sales ready. Sales reps can easily provide feedback on content, web pages, or email campaigns that they think qualified leads will engage with. Marketing can build a lead scoring profile with this information and pass only the leads that meet the minimum scoring threshold to sales, while sending the unqualified leads to be nurtured through the system.
  • ROI on marketing spend: Marketers spend a lot of time filling the top of the sales funnel with leads. But what if those leads aren’t ready to buy? Your funnel is overflowing and nothing is coming out of the bottom. A well-integrated CRM and MAP allows a salesperson to indicate that marketing needs to nurture a lead more before they’re ready to talk to sales again. Essentially, the communication between your sales and marketing power couple ensures that you’re doing everything you can to produce a qualified lead and get the most out of the leads you’ve driven.

 

But now that you’ve integrated platforms, how do you integrate teams?

When you have the right MAP to go with your CRM, marketing and sales will need to sit down and decide on the process. Now that your teams are equipped with the technology to have a lasting relationship, how will everyone work together? Here are a few topics your teams, once technically able to integrate, should discuss to build the new process:

 

  • Review the lead score profile together and identify the threshold for passing.
  • Focus on remarketing and ask yourself why people are getting remarketed.
  • Establish where you want to build sales steps into the marketing nurture.
  • Figure out what fields you want to sync from the CRM to the MAP.
  • Determine what MAP information sales people will want to see in the CRM.

 

Integrating your MAP and CRM tools is no longer a nice bonus. It’s a necessity. To have a sales and marketing power couple in your organization, from day one your team should be using a MAP and CRM that will communicate seamlessly. When marketing and sales can move beyond their differences and become a power couple, they have the ability to optimize their value and synchronize their efforts. With sales and marketing alignment, the whole company wins.


Set your sales and marketing power couple up on a first date today by asking a Sugar representative how your CRM can seamlessly integrate with Salesfusion’s marketing automation platform.