The Dynamic Duo: Marketing Automation & Your CRM

THE DYNAMIC DUO: salesforce pardot AND MARKETING AUTOMATION CRM PLATFORMS Marketing automation and customer relationship management (CRM) are complementary tools that only reach their full potential when paired together. If you're thinking about integrating your existing CRM with a marketing automation system, it's important that you understand the benefits this will provide and the steps that will be required for implementation. So, let's get started! BREAKING DOWN THE DUO While there are many similarities between marketing automation and CRMS, it's the differences between them that make them so compatible. Let's take a quick look at each platform! MARKETING AUTOMATION CRM (noun) Applications that (noun) Software that increases help track sales activities from sales and maximizes efficiency lead to opportunity to for companies with customer. CRMS collect sales cycles, allowing and store data about existing customers while managing marketing and sales departments to manage all prospect new customers and sales opportunities, covering every interactions and create, deploy, and optimize online touch point and every stage of the buyer lifecycle. marketing campaigns – all from one central platform. LEAD NURTURING UNDERSTAND YOUR FUNNEL With marketing automation, you can Use the reporting functionalities of your CRM to track sales through the pipeline, 10 automatically nurture leads through the sales cycle with minimal investment in project revenue, and show ROI of time or resources. individual campaigns. PROSPECT RECORDS & ALERTS TRACK PERFORMANCE Prospect tracking and analytics give you insight With a CRM, you can get an overview of into prospect behavior and interests, while in-progress deals while tracking individual real-time alerts keep you in the loop. sales rep performance. ROI REPORTING MANAGE TASKS & ACTIVITIES Track your campaign ROI and cost per Keep your sales team organized by using your opportunity using the closed-loop reporting CRM to manage tasks and log calls. features of a marketing automation platform. THE KEY TO SUCCESS Combining the power of marketing automation with your CRM can help solve issues that traditionally plague marketing and sales teams, like poor lead quality, marketing and sales alignment, and marketing accountability. 68% 65% 79% 56% A staggering 79% of marketing leads are never converted to 65% of companies have 68% of companies have not identified or Only 56% of companies have a system or toolset in place to qualify marketing leads. no defined lead attempted to measure their sales funnel. nurturing process or toolset. sales. MARKETING BENEFITS The marketing benefits of integration extend far beyond easing tensions with sales. It also cuts down on manual lead qualification, helps marketers track their ROI, and makes it easier to target and segment communications. Automate Lead Qualification Send Targeted Messages Automate Lead Tie Revenue to Assignment Campaigns MARKETERING WITH THẾ DUO... More Bandwidth More Precision • Target messages • Automated lead nurturing • Advanced segmentation • Automate repetitive tasks • Streamline processes • Interface smoothly with sales More Value • Tie revenue back to campaigns • Calculate true campaign ROI • Easily understand campaign performance .. EFFICIENT AND EFFECTIVE SALES BENEFITS With improved lead assignment, prospect tracking, and real-time alerts, your sales team can focus on what matters most – closing deals and bringing in new revenue. Nurture Leads to Sales-Readiness Behavioral Real-Time Activity Alerts Lead Information Tracking In One Interface SELLING WITH THE DUO. Better Preparation Better Response • Tailor responses for prospect interests • Respond quickly with automated follow ups • Send timely, relevant communications • Real-time alerts to desktop or phone • Gain insight into prospect behavior • See detailed activity tracking Better Opportunities Set lead score and grade thresholds • Automate lead assignment • Nurture leads to sales-readiness FAST AND FRUITFUL THE INTEGRATION PROCESS If you're thinking about integrating a marketing automation system with your existing CRM, then you're probably wondering what the implementation process might look like. Let's take a look! COMMUNICATION TRAINING SALES & MARKETING SUCCESS A key part of implementation is After integration, make sure you spend To ensure sales and marketing success, focus communicating with your sales team and some time training your sales reps. It's on constant improvement. Experiment with marketing automation vendor to make sure important that they understand the goals new capabilities, generate reports on that everyone is on the same page. and see the impact right from the start. campaigns, and solicit feedback. SOURCES State of Demand Generation, Pardot, 2013 SiriusDecisions Gleanster, September 2012 Aberdeen Group, Marketing Lead Management 2012 Forrester Research salesforce pardot