There is a lot of information out there about Marketing Automation and CRM but it’s hard to find the time to read it all. That’s why we have created this short list of what you need to know about the value of having these systems and integrating them with each other.
1. Marketing Automation is important to business success.
Marketing Automation drives new customer acquisition and improves the effectiveness of lead engagement. Forrester reports that B2B marketers who implement marketing automation increase their sales-pipeline contribution by 10%. Additionally, it offers important process efficiencies to increase employee productivity. It aligns sales and marketing around common goals and workflows. Most importantly, it helps marketers generate significantly higher ROI.
2. The Buyer Journey begins online.
According to SiriusDecisions, a leading sales and marketing intelligence firm, as much as 70% of the buying cycle is completed online before engagement with a salesperson. This means marketers must reach buyers earlier and guide them through the decision-making process.
Marketing Automation is the best way to accomplish this. It integrates all major inbound and outbound marketing efforts in one platform. This empowers marketers to engage with prospects earlier in the cycle so that when it’s time to buy, your company is on the short list.
3. Marketing Automation improves campaign effectiveness and success.
Marketing automation provides marketers with complete visibility into what’s working well and what they need to improve. It offers detailed metrics on how prospects engage with their website, email campaigns, landing pages, events and other key touch points. These metrics can be viewed by individual effort, distribution list, campaign, prospect or company. This means marketers can quickly analyze and identify ways to improve each effort. They can also use this data to shape a more refined view of their ideal customer profile.
4. Marketing and sales are unified around a single funnel.
Marketing and sales teams need to work together to drive revenue. Without marketing automation, these two teams operate independently of each other. They have limited visibility into each other’s efforts. This leads to a very disjointed buyer experience.
Marketing automation unites these teams around common goals and workflows. It creates a single funnel, seamlessly transitioning leads between the two. Marketers warm leads until they’re ready for sales engagement. The marketing automation platform then automatically pushes warm leads into the CRM. Sales is able to see each lead’s complete digital engagement history. This means they can personalize the conversation, picking up where marketing left off.
The end result is marketers deliver the right message at the right time in the buyer’s journey and sales is able to have more meaningful conversations with qualified leads. This entire process improves conversion rates, creates efficiencies and drives revenue.
5. Salesfusion, becoming Sugar Market, is always there for you.
Yes, we do marketing automation.
Yes, our out-of-the-box integrations rock.
But we’re more than that.
We care about our customers and are willing to get into the trenches with them. We want to understand their goals and create a plan to help reach them. That’s why we offer each customer a dedicated Client Success Manager after they finish onboarding. This ensures our customers maximize what they’re currently doing today, as well as build on that foundation.
Click here to learn more about Salesfusion’s marketing automation solution, or download our B2Best Practice: Marketing Automation and CRM Integration guide.