Traditional CRM Software vs. Marketing Automation Software
There seems to be a lot of buzz around CRM software and marketing
automation. If you arent really sure what the difference is, or why you are
being told to use your CRM software as part of your marketing strategy, youll
want to read on.
Traditional CRM software focuses on sales, while marketing automation
software focuses on marketing. Okay, you probably already figured that
much out. So lets delve in a little further. CRM traditionally tracks customer
information such as name, address, email, phone number and purchases
along with complaints or calls for customer service.
On the flip side, marketing automation software streamlines and automates
the marketing process and then provides tools to measure the success.
Marketing software stores similar information such as names, address, email,
phone number, etc. Marketing software lets you follow a prospects activities
at the top of the funnel. For example, when they opened an email, visited a
website, stopped by a social media site. Marketing software also lets you
schedule your marketing campaigns.
The goal of marketing automation is to foster leads and prepare them for the
sales team once the lead reaches the bottom of the funnel. This is where
most companies begin to track the interaction with the prospect who is now
a customer, using CRM software. Now when the sales team speaks with a
customer they see a full picture of whom that customer is thanks to the
profile thats been built.
CRM software can become part of your marketing strategy. Most CRM
packages will integrate with marketing automation software. Of course, you
will need to do your homework to find the best blend for you. Newer CRM
programs are also being released with a marketing component built right into
them, which is the perfect scenario.
By integrating your marketing with your CRM, it provides some powerful
information. Now the sales staff knows a lot about this prospect before they
ever have made their purchase, which sets them up to better do their job. In
addition, integration allows the tracking of the entire time in the pipeline.
Depending on the product(s) being sold this can be a slow process. Knowing
all of this helps to better determine the success of a particular marketing
campaign and whether changes need to be made. You can also easily
determine your ROI, which is important.
In todays hi-tech world, your CRM and marketing software should be fully
integrated if you want to really have a streamlined approach to sales.
There seems to be a lot of buzz around CRM software and marketing
automation. If you arent really sure what the difference is, or why you are
being told to use your CRM software as part of your marketing strategy, youll
want to read on.
Traditional CRM software focuses on sales, while marketing automation
software focuses on marketing. Okay, you probably already figured that
much out. So lets delve in a little further. CRM traditionally tracks customer
information such as name, address, email, phone number and purchases
along with complaints or calls for customer service.
On the flip side, marketing automation software streamlines and automates
the marketing process and then provides tools to measure the success.
Marketing software stores similar information such as names, address, email,
phone number, etc. Marketing software lets you follow a prospects activities
at the top of the funnel. For example, when they opened an email, visited a
website, stopped by a social media site. Marketing software also lets you
schedule your marketing campaigns.
The goal of marketing automation is to foster leads and prepare them for the
sales team once the lead reaches the bottom of the funnel. This is where
most companies begin to track the interaction with the prospect who is now
a customer, using CRM software. Now when the sales team speaks with a
customer they see a full picture of whom that customer is thanks to the
profile thats been built.
CRM software can become part of your marketing strategy. Most CRM
packages will integrate with marketing automation software. Of course, you
will need to do your homework to find the best blend for you. Newer CRM
programs are also being released with a marketing component built right into
them, which is the perfect scenario.
By integrating your marketing with your CRM, it provides some powerful
information. Now the sales staff knows a lot about this prospect before they
ever have made their purchase, which sets them up to better do their job. In
addition, integration allows the tracking of the entire time in the pipeline.
Depending on the product(s) being sold this can be a slow process. Knowing
all of this helps to better determine the success of a particular marketing
campaign and whether changes need to be made. You can also easily
determine your ROI, which is important.
In todays hi-tech world, your CRM and marketing software should be fully
integrated if you want to really have a streamlined approach to sales.
