Customers and businesses today have changed. Companies are more focused on identifying the most excellent tactics, approaches, tools, and technology available to develop, maintain, and attract new consumers. On the other hand, customers interact with businesses in different ways.

They understand how to conduct a study to determine whether the good or service is ideal for them. 

The internet and computer use have played an essential part in this. The extraordinary evolution of customers and organizations brought about the remarkable development of CRM software and marketing automation solutions. With the help of CRM software, businesses can easily reach out to potential clients, gain their trust, provide knowledgeable support, and expand their relationships by offering new services. Every stage of a customer's engagement with a company is made efficient with this software.

When marketing automation and a CRM system are combined, things improve. Most of the top-performing businesses globally, over 50% of the major SaaS companies, and a significant portion of B2B Fortune 500 organizations already use marketing automation systems and have connected them with their CRM software. This has significantly helped their sustained ranking among the most successful companies worldwide.

Furthermore, one can say marketing automation and CRM systems are the future. Here are some reasons why CRM integration in marketing automation is working wonders.

Lead Conversions

When a customer expresses interest in a product or service, it is the marketing team's responsibility to keep their interest, guide them through the conversion process, and possibly even lead to subsequent conversions. The marketing department can support the customer by providing all the necessary information and responding to most of their inquiries before they speak with the sales team using the marketing automation and CRM system.

The marketing staff will be directed on "who, what, when, and how" to nurture each lead by the marketing automation and CRM systems, which will sort through data gathered on each charge. This will create a strong bond between the customer and the company before they make the transaction.

Remember that 57% of a customer's journey into your company takes place on their own before they contact the sales team. Before deciding if they want to do business with you, they will research your reputation, the services and goods you provide, your location, and several other factors.

With such processes in place, there will be a high likelihood that every customer interacting with you will want to do business with you. This is because they will be given pertinent information and knowledge about the good or service you are providing them.

Better Communication

A legion of knowledgeable, satisfied consumers who will show their satisfaction by the magnitude of their purchases will follow from successful lead nurturing. Compared to leads that weren't cultivated, these customers will make larger purchases.

Lead nurturing has been successful for most organizations using marketing automation and CRM, resulting in 50% more sales than conventional lead generation methods.

And what's even better is that they've seen these special sales at a lower cost per lead. There is no question that this method of lead nurturing raises sales productivity while lowering marketing expenses. Every firm aspires to increase sales while reducing expenses. Still, marketing automation and CRM integration can become a reality for your company rather than just a pipe dream. Customers can use this combined platform to demonstrate their happiness through larger purchases while being well-informed.

Useful Information

To be more strategic and targeted in your communications as a business, you must understand your customer. The marketing automation solutions assist in gathering essential information about your target audience, such as how users arrived at your website and the pages they visited.

Using the same strategies, your marketing team can use email to learn how potential customers feel about different marketing efforts. Your sales staff will be better informed about the interests and behaviors of the buyers when you sync such essential information with your CRM software, which will help them create messages for that audience that are more effective.

Lead Score

Naturally, not all leads turn into conversions; some do so more frequently than others. The information most likely to result in sales should focus on your company's efforts.

Most businesses lack the data necessary to predict their clients' intents accurately, but this situation has changed as a result of the increased access to web data. According to their online behaviors, leads can be ranked and given scores by marketing automation systems.

For instance, behaviors like how long they spend on your website and other characteristics could suggest a higher level of interest. Because it will keep both the sales and marketing teams informed of all client activity, it enables them to alter plans and changes as they arise, so syncing your CRM software and marketing automation system is quite beneficial.

Author Bio

Shawn Sauve, the Vice President and Global Dynamics Practice Lead at DynamicsSmartz – Microsoft Gold ERP and CRM is the author of this guest post. Shawn has been helping organizations grow by aligning the right people, processes, and technology both within his organization and for clients from various industries like manufacturing, construction, financial services, and information technology. He is a strategist, thinker, and visionary who can see the big picture and focus on key issues to accomplish established goals.