CRM with Marketing Automation: A Powerful Unified Marketing Solution

Posted by: Neil Saviano on October 28, 2014

A CRM system historically centers on contact management, and the management and use of information and activities for both current customers, and leads for new customer acquisition. What's becoming apparent, however, is that this model alone isn't as effective anymore. A CRM system in a sales and marketing environment needs to be part of a total solution that synchronizes with marketing automation software. Sales people need marketing automation campaign activity results in the CRM to use with their follow up sales processes. The campaign activity usually includes the following:

  • A series of a scheduled automated email touches combined with automatic scheduling of follow up activities. Each touch is documented in the customer or lead record in the CRM.

The sales and marketing benefits of this synchronized solution can be immense. Examine the impact on most companies' two core strategic focuses:

1. Maximum penetration and retention of existing customers.
2. Maximum lead generation and lead conversion to new customers.

Penetration and retention of existing customers is maximized when these customers are segmented within the CRM and synchronized with marketing automation software. As an example, customers are segmented by values such as share of business, or lower overall profit margin. These segmented results are sent to the marketing automation software and the touches begin. This may be a campaign highlighting products not being purchased, or promoting products that have higher profit margins. With the campaign results chronicled in the customers record in the CRM, and automated activities scheduled for sales people for follow up, company's stay on top of current customers to grow their business and prevent business slippage.

Lead generation, and subsequent conversion to new customers is maximized through lead nurturing and inbound marketing. Leads are nurtured through a series of email touches, and here too the activity results are resident in the CRM for sales person follow up. Landing pages created in the marketing automation software monitor website lead visits. Lead scoring can be used here, assigning scores to each lead based on visits to designated landing page areas. The benefit is that a lead is not considered qualified until an optimum score is reached. This helps assure that more qualified leads are coming into the CRM for sales people to follow up, not wasting time and money chasing unqualified leads. The bottom line here is that marketing automation helps sales people provide the right touches at the right time to maximize lead conversion into new buying customers.

All companies currently using CRM systems alone to help drive more business, without integrating marketing automation, are missing a key strategy in this globally competitive market place.  It's almst certain they're not getting enough new customers nor getting their share of current customer business.

Prospective CRM users as well need to look hard at all of this and strongly consider including marketing automation in their future implementations.

CRM software such as SugarCRM  , and marketing automation software such as Act-On are examples of state of the art applications that provide this powerful functionality.

Please see other blog posts on related topics on our website at

CRM International are SugarCRM resellers. We do SugarCRM implementation, training and customization.  We re marketing automation specialists and do complete implementation and training.  This includes inbound marketing.

We are resellers for Act-On marketing automation software. We integrate Act-On with SugarCRM, as well as offering standalone marketing automation.