Integrating CRM and Marketing Automation to Level-up Your Business


Assume you want to buy new tablets for your sales staff to Google and type in the appropriate search phrases. One of the search results directs you to a website with helpful information. To obtain the content, you must submit your contact information. You wait for the firm to get in touch with you, but they never do.

Consider the following scenario: You pick a new search result, a different piece of information, and another company. You will receive a customized email within minutes of providing your email address. They appreciate you for taking the time to read their blog, which they hope was beneficial to you. They give you some background on their company, provide some more content, and guarantee to address any questions you may have.

Which of these two businesses created an excellent first impression on you, and which left you cold? Which one do you think you’ll go with for your new tablets? You’ll likely go with the responsive one, who took you seriously enough to welcome you and assist you. That’s where CRM and marketing automation comes in.


What is CRM?

CRM is a tool that manages contacts and sales, agent efficiency, and client connections throughout the sales funnel, from marketing through customer service interactions.

A CRM also keeps track of your customers’ information, such as how long they’ve been clients, their purchase history, and notes from phone calls. A CRM may help you improve customer interactions, increase sales and customer happiness, and streamline operations.

What is Marketing Automation?

What is it unique about this method that has made it such a popular term in recent years? Marketers do not enjoy spending time on dull, repetitive activities in today’s fast-paced environment. All efforts to market your products or services may be streamlined using automation. It is capable of meeting the main priorities of today’s marketers. As a result, companies should use it to reduce direct human interaction and save time.

Clustering, lead generation, capturing and nurturing, relationship management, retaining customers, and account-based marketing are just a few of the operations and procedures that marketing automation can manage. It is primarily used to streamline processes, remove time-consuming chores, and develop individualized, targeted marketing campaigns for your clients.

CRM vs. Marketing Automation

The distinction between these two is a topic of debate among many people and organizations. If you’ve done any research, you’ve probably heard that integrating CRM with automation is a good idea. However, because you’ll almost certainly have to invest in two distinct solutions, you might be asking what the real difference is.

You should integrate CRM and marketing automation into a single solution. Some organizations (like Salesforce and Hubspot) are already doing so, while others are independent technologies that create out-of-the-box connections. Almost all major marketing automation solutions (for example, Marketo) connect with some of the top CRM platforms, such as Salesforce.

The main distinction between CRM and marketing automation, you may believe, is that each platform maintains database contacts at various phases of the sales cycle. It isn’t the case anymore.

Platforms like CRM and marketing automation may help salespeople close more deals. Automation feeds and pulls data from the CRM to run targeted campaigns, lead nurturing, and updated lead ratings, among other things. The difference on the marketing automation side of the equation is executing campaigns. Everything else (activity tracking, lead scoring, form data) is passed to your connected CRM platform.

Contrarily, the significant distinction of CRM is opportunity management. Shifting leads to opportunities, and controlling those opportunities is unique to CRM and not accessible in marketing automation platforms. In truth, such a platform is a CRM Marketing Automation combination if it is accessible.

One of the frequently asked questions regarding CRM and marketing automation is whether marketing automation part of CRM or not. The answer to this question is negative since they serve different purposes, but you can combine them to achieve better results.

How Can Marketing Automation Help the CRM of Your Business?

After discussing the differences between marketing automation and CRM, it is now time to consider how marketing automation can help CRM. Below are some of the most outstanding benefits marketing automation can bring about for your CRM and business.

Increasing the productivity of sales and marketing teams:

When your salespeople and marketers are no longer responsible for mundane activities, they are free to focus on more critical problems to your company’s success, such as long-term strategic planning. In other words, marketing automation enables your employees to accomplish what you recruited them to do: achieve your primary objectives and propel your company ahead.

Enhancing lead nurturing efforts:

It’s all about being responsive to converting leads into paying clients. That makes sense—customers like companies that respond to their actions and reply to their questions promptly and effectively. Companies that reply to new leads within the first hour, for example, are 7X more likely to qualify that lead, according to a recent Harvard Business Review research. Marketing automation ensures a quick reaction, which equals more sales for your company.

Boosting your revenue:

About 80% of marketers utilize marketing automation for the primary objective of increasing income. It’s also why B2B marketers that use marketing automation tools enjoy a 20% boost in new sales prospects on average.

Retaining customers:

It is less expensive to keep a client than to attract a new one. Marketing automation solutions will provide you with the data you need to address your present clients’ issues better. Those same technologies will organize that data and make it simple for your customer service representatives to access and use it, resulting in improved service quality and increased loyalty and confidence.

Enhancing strategy:

Marketing automation solutions can assist you in assessing the performance of your marketing initiatives performance and make your organization more responsive to your consumers and prospects. Your staff will continuously improve their marketing techniques once they know which ones are working and which ones aren’t, resulting in even more sales.

Why Do CRM and Marketing Automation Need Each Other?

As previously said, marketing automation assists marketers in automating some of their operations, such as sending email campaigns and posting on social media. On the other hand, CRM aids sales teams in managing their pipelines and qualifying leads. CRM will keep track of client information such as phone call dates and notes, previous purchase history, and emails.

“Why do they need to work together?” you might ask now that we’ve examined how each performs and how it might benefit your team.

When marketing automation and CRM work together, your customers will have a smoother experience. Furthermore, combining the two tools will provide your sales staff with a complete view of a prospect’s contact with your business. Your sales representative will be familiar with their prospects’ marketing history.

Your marketing and sales teams may also deliver a consistent message when marketing automation and CRM are linked.

Your salesperson wouldn’t locate information readily if the marketing automation and CRM systems weren’t linked. Not being tied might make your marketing team ask the prospect some questions during the demo call, which frustrates the prospect because they’ve already provided that information to your firm and are repeating themselves. It is the main reason for the need for marketing automation and CRM integration.

The Best CRM Marketing Automation Tools

There are several tools available for startups, small businesses, and even large corporations. However, without a robust collection of parts, a successful plan is incomplete. Like the ingredients in foods, these components can assist you in developing a plan to automate your small business. These components are necessary for all types of enterprises.

  • Create dynamic content

Create versatile material that adapts to the receivers’ actions. According to DemandGenReport, 47 percent of clients examine online information before speaking with a salesperson. As a result, it’s critical to produce dynamic content that caters to their specific requirements.

  • Make a drip campaign plan.

A drip campaign is an automated procedure that distributes emails over time in response to the recipient’s actions. Instead of providing the same information to all consumers, these campaigns reply based on what the client wants. Drip campaigns have an open rate of 80% and a triple CTR rate.

  • Real-time team automation

The communication gap between departments is one of the most challenging issues in any business. Inefficiency and a lack of coordination ensue. An automated approach guarantees that all essential information about clients is available to everyone. As a result, it aids in reducing the negative consequences of the communication gap.

  • Follow-up using email automation

Sending emails to customers has been one of the most potent sales generators. It accomplishes this by delivering your leads customized and targeted emails. A lead can be pushed through different sales funnel phases due to these timely emails sent using email automation. Other significant advantages of this method include automated follow-ups and response tracking.

So far, we’ve covered the differences between CRM and marketing automation, as well as the reason they need to work together to lead to optimal results. Now, it’s time to introduce some of the best CRM marketing automation tools to grow your business.


For all types of websites, OptinMonster is the greatest lead-generating and conversion optimization software. It uses Exit-Intent® technology to convert website visitors who are about to leave into subscribers and customers.

OptinMonster is the most user-friendly and versatile software for creating effective opt-in campaigns. It gives you the ability to test and change your approach in real-time. Although you may already have traffic, OptinMonster ensures that visitors do not leave your site without action. It’s the ideal solution for converting people who have left your site into subscribers and customers.

Constant Contact

Constant Contact is a simple tool that allows you to create beautiful, high-converting email campaigns for your subscribers. It also includes features to assist you in expanding your email list.

Their drag-and-drop email builder allows you to create emails in seconds. You may also send emails quickly by using their pre-made email templates and customizing them.

You may use Constant Contact to send emails in response to user behavior and actions on your website. You may segment your audience to send the appropriate message to the right person at the right time. It also keeps track of non-responsive subscribers and automatically resends emails to them.


Sendinblue provides a comprehensive range of tools for communicating with your customers. Email, SMS, landing page layouts, advertising, and more services are included. Everything is automated so you can concentrate on growing your company.

It automatically distributes tailored communications to your intended audience. You may send transactional emails to your subscribers’ inboxes in less than a minute.


Drip is an online store and company customer relationship management (CRM) software. It gathers consumer information and allows you to develop an effective automated plan.

You can track each of your subscribers’ activity on your website and tailor your email marketing to their preferences. Drip also integrates with other eCommerce marketing platforms, allowing you to achieve even more results.


HubSpot is a program that automates your marketing, sales, and service strategies. It provides a wealth of materials for learning marketing automation from professionals. They also provide training and certificates. It includes sophisticated capabilities for tracking the customer’s journey in real-time. You may watch your website visitors’ activity and send them customized emails with special offers.

CRM and Marketing Automation for Small Businesses

Marketing automation is a wise investment for all types of businesses, regardless of their size. When properly implemented, marketing automation may assist organizations of all sizes (even small businesses) in achieving their primary marketing objectives and increasing profitability. So, if you are a small business owner, there is no need to worry since you can quickly reach all your desired goals by integrating CRM and marketing automation. Below is some proof to show their efficacy in boosting your business:

  • They are “extremely crucial” to the success of more than 90% of the world’s best marketers.
  • Almost 80% of CEOs believe the primary motivation for using them is to “increase revenue.”
  • They increase sales productivity by 14.5 percent on average.

Finally, by combining your CRM with marketing automation, your team will be able to:

  • Increase the number of qualifying leads
  • Allow marketing and sales teams to have more visibility.
  • Streamline the sales process.
  • Maintain a consistent message
  • Streamline your data management.
  • Enhance customer relationships
  • Improve pipeline management
  • Establish cross-departmental collaboration.
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