HubSpot: Why CRM and Marketing Automation Need Each Other

Turning prospects into loyal customers is a multi-step process requiring the combined efforts of cross-functional teams. Fortunately, there are different types of technologies available to make the task more organized and easier, such as customer relationship management (CRM) software and marketing automation.

But it’s not just about how much easier it makes your job. When the two pieces of software work together, it can become a more streamlined process that can potentially convert more leads into qualified leads faster and more efficiently.

And more and more companies are seeing the value of integrating the two. In fact, 52% of marketers prioritize implementing marketing automation platforms that can integrate with other solutions to enhance their marketing efforts.

In this article, we’ll review what marketing automation and CRM software do, and why they need each other to better help your business.

CRM and Marketing Automation

Before we dive into why marketing automation and CRM should be integrated, we need to understand their specific functions.

What is Marketing Automation Software?

Marketing automation software helps marketers promote and streamline content without manual application. This includes automating content distribution and reporting analytics derived from how prospects interact with it. It extracts data when prospects visit your website, open an email, fill out a form, or read a blog, and makes the data easily accessible for the business to build its strategy.

Ultimately, the goal is to streamline the process of taking a lead, nurturing it, and turning it into a sales-qualified lead. It’s all about lead generation and personalization.

Some of the best marketing automation software include HubSpot, MailChimp, and Marketo.

What is Customer Relationship Management Software?

On the other hand, Customer Relationship Management (CRM) is software for sales and service teams to manage their pipeline and lead qualification processes. It historically tracks customer data, including phone conversation dates and notes, past purchase records, and email interactions throughout the buyer’s journey.

Essentially, with this software, your salesperson can see a full picture of who a prospect is, their history with your business, and their journey to becoming a customer.

Best CRM for Marketing Automation

HubSpot is one of the best choices for CRM marketing automation tools because HubSpot Marketing Hub includes core CRM functionality, so you have both software in one.

And for seamless CRM integration, users can manage both their sales and marketing strategies in HubSpotMarketing Hub and advancedSales Hub for more sophisticated marketing automation and CRM features.

If you’re interested in using HubSpot for your marketing automation needs, but need guidance on evaluating your marketing automation strategy, use our Simple Guide to Smart Automation.

Free download

Now that we’ve discussed what each piece of software does and how they can help your team, we can get to the big question, “Why do these elements have to work together? »

CRM and Marketing Automation: Why You Need Both

When marketing automation and CRM software work together, they provide a seamless journey for your customers as they go from visitor to customer. Integrating the two software will give your sales reps a complete picture of a prospect’s interaction with your business. Your sales representative will know the marketing history of their prospects.

Let’s walk through a concrete example of how the two software can work together.

Marketing Automation and CRM Integration Example

To start, let’s say a marketer attracts a lead through a blog post, much like this.

Maybe they found the content insightful and decided to upload a lead magnet and fill out a form. Once that happens, the marketing team starts nurturing the prospect through an email marketing campaign.

These actions turn that reader into a Marketing Qualified Lead (MQL). After some time of engagement with more content, when the prospect requests a product demo, they then convert to a Sales Qualified Lead (SQL). Once that happens, the sales rep responsible for the demo goes to the marketing automation and CRM software to gather information about their interactions with the company.

Sales reps can then see what offers the prospect has downloaded, blogs they’ve read, who they are, and what company they work for, and use that in their strategy for the demo call. So now they’re ready to answer the right questions and personalize the sales call to better connect with the qualified prospect and lead them to a sale.

So we followed the lead through the funnel, and now they’ve made the purchase. Keep reading to see how CRM and marketing automation contribute to this success.

Benefits of Integrating Your CRM with Marketing Automation

Building on the progression of the example, integrating CRM and marketing automation software has the ability to:

Provide better visibility to marketing and sales teams

This lets both teams know where they are in the process and what their next moves should be in the future.

Shorten the sales process

Without marketing automation used in conjunction with CRM, it potentially takes a lot longer to find leads. Both software help guide prospects through the sales funnel with

Provide consistent messaging

Marketing and sales professionals who affect the customer experience can be aligned when engaging in customer-centric communication. It’s not as difficult to deliver consistent messages when you have all the contextual information available in cross-functional software.

Unify your data management

With the software already working together, sellers did not have to travel to request customer profile information and could easily prepare to sell based on unified data management.

Improve pipeline management

Both process teams have a process of observing and tracking a prospect’s step-by-step progress.

Minimize human error

If you have an outdated system or process for tracking leads, it’s likely a manual process that comes with human error and leads falling through the cracks. You can’t scale a system like that.

Your marketing automation and CRM need to be connected so your sales team has the right tools to close a deal.

Combine your CRM and marketing automation efforts

Integrating these systems should help you understand the gaps and sticking points in your marketing and sales process. This can help you find out why leads aren’t switching from MQL to SQL or why leads aren’t closing. CRM and marketing automation can make your marketing team, sales team, and customers happier by streamlining the marketing and sales process.

Editor’s Note: This article was originally published in March 2020 and has been updated for completeness.

Originally posted 20 April 2022 at 07:00:00, updated 20 April 2022

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