There are two major benefits from running reports on marketing automation data in your CRM. First, it can provide sales valuable insights about their customers and prospects. Second, by linking marketing data with sales data, marketing can track revenue generated by their campaigns. If you have a Marketing Automation & CRM integration, keep reading to learn about the three reports you need to create in your CRM in order to receive these benefits.
- List of Nurtured Leads with Recent Activity
Many leads in your system may be set to nurture because they decided not to buy from you or they put a hold on the sales cycle. If marketing has been sending nurtures to these leds, there could be new activity from these leads tracked in your marketing automation system. This activity may indicate new interest in your products or services. It’s important to bring this activity to the attention of sales development reps. You can create a report that lists all nurture leads with activity in the last month and this will provide sales reps a place in the CRM they can always go to prospect through leads that already know a little about your company. The rep will have a greater chance of connecting with someone who has recent activity, and can tailor their conversation towards the recent action taken (website visit, event registration, opened email, etc.).
- Contact or Lead Registrations for Events
A lot of time (and money) goes into the events marketing teams put on. You may be currently creating word documents or excel spreadsheets with lists of attendees for your reps to track their lead follow-up. Using this method, reps aren’t likely to track their follow-up activities in the CRM. Instead, take advantage of the event history which is pushed from your marketing automation platform to create an event registration report. Add filters on the most recent event and the assigned to user, and once an event is over reps can follow up with each attendee or registrant. If you include data such as company size or lead score in the report, they will be able to sort by those fields and follow up with the highest opportunity prospects first. By providing sales teams with a report in the CRM rather than a spreadsheet, they are more likely to log their follow-up calls and meetings.
- Revenue generated by campaign
You most likely have a field in your CRM labeled “lead source”. This information is either pushed over from your marketing automation system when a lead is pushed over and lets your reps know which marketing campaign each lead originates from. This data stays with your lead even after they become a customer in your system. Since opportunities will be associated with accounts or contacts, you should create reports to determine how many opportunities, and what amount of revenue, was sourced from each marketing campaign. Marketing can use this information to prove their value and also to adjust their future campaign strategy.
As a marketer at W-Systems, a CRM and marketing automation consulting company, I’ve really begun to understand the powerful reports you can create by integrating your CRM and marketing software. To learn more about integrating your software platforms, reach out to W-Systems here.
About the Author
Katie Liesmann has been the marketing coordinator at W-Systems since January 2015. Her skill-set includes lead generation, campaign management, and content creation for the tech startup industry. Katie received her marketing degree from the University of Texas at Austin, is a certified Sugar Administrator and has written over 70 articles on Customer Relationship Management in the past two years. Former farm-girl and an Austinite for almost a decade, she is passionate about cats, cooking, and two-stepping.