CRM and Marketing Automation – Best Practices

CRM and Marketing Automation - Best Practices

Marketing automation is one of the fastest and easiest ways to connect with your potential targets and move them forward in the sales pipeline. While marketing automation offers an effective solution to push deals across the sales pipeline, customer relationship management (CRM) helps collect and sort customer data. Combining these two tools will offer much more.

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Need help with combining these solutions for building a relationship between your business and target customers? Seattle New Media can help. Reach out to us today, and using the collective features of these solutions, we will help build your brand.

In this article, we discuss the best practices for integrating automation and CRM tools.

What is marketing automation?

Marketing automation is software that helps to automate repetitive marketing tasks, such as scheduling or sending emails. You can use this solution to gather data from any channels (including social media) and use this data for strategizing effective marketing campaigns. The software will ensure that personalized and timely customer communication happens. One of the most common uses of the tool is to drive leads into the sales funnel.

What is CRM?

A customer relationship management (CRM) solution helps manage the organization’s relationships, initiate engagement with customers. All customer data, including their history, is available in the CRM. In addition, CRM is responsible for segmenting customers, planning sales, improving service, and streamlining processes.

All this data available in the CRM can be integrated with the marketing automation tool, which, in turn, can be put to effective use for developing the business’s relationship with its customers.

CRM and marketing automation: Best practices

  • Identifying your leads

    Lead conversion is partly determined by the time taken to respond to the lead as soon as it arrives. According to experts, when you respond to a prospect within the first hour of driving them as lead through your sales funnel, you stand higher chances of securing that customer (when you wait for over an hour to respond, there are reduced chances of securing the lead).

    If it takes over 10 minutes to hand leads to sales, the chances of the lead qualifying are less effective when compared to hand-offs that take place within 5 minutes. The handing-off of leads to sales should be initiated before the lead turns cold. For that, you need to be sure if the lead can be handed down to sales. You can use lead scoring to determine which leads will pass to sales.

    Lead scoring helps to identify personas, compare user interactions based on your company’s most crucial factors, such as location, size, industry, and so on. Once you have this data, you can assign values to activities, such as opening an email, participating in an event, and others. Gather valuable inputs from the relevant sales staff, marketing teams, and anyone who is involved in the process before you decide the lead score.

  • Streamlining marketing and sales

    IIntegrating marketing automation with CRM will help you personalize your marketing campaigns to attract your potential audiences at individual and organizational levels (CRM ensures that the customer experience is personalized beyond the normal level).

    Your CRM tool will help transfer important customer information, such as location, size, stage in the buyer’s journey, and others, to your automation tool, which will help eliminate all the manual effort involved in this process otherwise.

    By integrating marketing and CRM, you can personalize marketing and sales to send personalized emails to your prospects (each email reflecting a personalized touch). The automation tool collects all critical information from the CRM and updates important email parameters, e.g., name, address, and the sender’s email signature.

  • Eliminating duplication

    Integrating CRM with the marketing automation tool helps in unifying data through an automated connection between the two tools. Since prospects reach out to businesses via varying channels, it could lead to duplication.

    Think of it this way: a prospect contacts a sales rep via phone. The sales rep might consider this interaction as a lead and enter the details into the CRM. But if your prospect was already registered in the automation tool, this would lead to duplication.

    Duplication results in false reporting, sending mixed messages to audiences, and other compliance issues. To avoid duplication, you need a proper system in place to streamline the flow of information between your sales and marketing teams. Make sure they are scanning and tracking all duplicate records regularly and deleting those.


Ensure that the automation tool is sending messages to only the potential targets. And for this to work, you need to have the right CRM tool in place. But before you can start sending messages to your potential prospects, you need leads that will convert. For that, you need an efficient process to attract users and drive them through the sales funnel. Once they reach the lead stage, you need to make proactive decisions and respond to the potential targets as swiftly as possible.

If you are looking for CRM services, we can help. Seattle New Media has been offering all kinds of web development and digital marketing services to our clients across the globe.

For a consultation, contact us today.