Register & Download our CRM-Checklist and add Marketing Automation as one of your needs.
Marketing Automation software is a potentially great way to extend your CRM product and strategy. Where a CRM allows you to gather information a Marketing Automation platform allows you to take action!
Marketing Automation allows you to track users through your website, send emails automatically based upon activity and to communicate with the end-user ‘at the right time’.
I read an article dubbed “CRM: Four Dirty Little Secrets of Marketing Automation“. In summary they are:
- A Marketing Automation system is of no use without content
- Marketing Automation joins Marketing with Sales
- Integration is Effectiveness
- Scoring needs tuning
These are all good points. Marketing Automation requires some thought, it needs you to work out when a survey question is asked, when a paper or email gets sent and when a telemarketing call is appropriate.
Leads and CRM
Marketing automation is a catalyst for sales and marketing folk to sit down and have a conversation about what is considered a lead and what is not. Its important that the leads system is integrated so that the sales staff can seamlessly pick up the conversation with the lead in a timely fashion.
Lead scoring is an important way to identify which leads to hand-over and which to continue to nurture. But its not set in stone, it needs to be adapted to events and circumstances eg a new sales team needs to ramp up opportunities, so leads that are fully qualified may be handed over.
PS – this website is run upon a Marketing Automation platform and happy to discuss with you which one(not hard to work out) and why content is so important.