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CRM in Marketing Automation

Last updated: 28.06.2022
Author: Marija

Marketing automation is an efficient way to target multiple potential customers and push deals forward, while customer relationship management (CRM) takes care of organizing all your customer data. Integrating marketing automation with customer relationship management, therefore, seems like a no-brainer. So, if you are wondering what CRM in marketing automation can do for your business, you’ve come to the right place. 

What Is Marketing Automation in CRM?

This is a process where you can use a customer relationship management system to automate your marketing tasks. This can include anything from sending out automated emails to customers based on their purchase history, to creating custom workflows that trigger when certain conditions are met. By using automation, you can save time and money while also improving your customer relationships. 

Marketing automation is just one component of CRM, which is a broader category of software that businesses use to manage all aspects of their interactions with customers. Other components of CRM include sales force automation (SFA) and service support systems. Together, these systems make up the foundation of CRM software, which allows businesses to improve customer satisfaction and streamline marketing and sales automation.

What Is the Difference Between CRM and Marketing Automation?

CRM and marketing automation are two important tools in the world of modern marketing. While CRM focuses on managing customer relationships, marketing automation is specifically designed to help businesses engage with their customers more effectively.

At their core, marketing automation and CRM both aim to help businesses better understand and communicate with their customers. However, there are several key differences between these two tools that can impact the way businesses approach their marketing efforts.

For starters, CRM systems typically focus on collecting data about existing customers, while marketing automation tools generally work by targeting potential new customers or leads. Additionally, whereas CRM systems usually require a lot of manual data entry and maintenance, marketing automation platforms are powered by sophisticated algorithms that can automatically provide insights and recommendations based on data collected from customers.

CRM and marketing automation platforms serve different but complementary purposes in customer relationship management. CRM software helps businesses manage, track, and understand customer interactions, while marketing automation software helps businesses automate marketing tasks and workflows to improve efficiency. 

CRM sales automation usually requires a lot of manual data entry and maintenance, whereas marketing automation tools are designed to be much more user-friendly and require less hands-on effort. 

Why Do You Need Both CRM and Marketing Automation?

Sales and marketing teams have a lot in common. They both work to generate leads, nurture them through the sales cycle, and close deals. But they also have different goals. If we look at CRM vs marketing automation, sales teams are focused on closing deals, while marketing teams are focused on generating leads and awareness.

That’s why you need both a CRM system and a marketing automation system. The former helps sales teams manage their relationships with customers, while the latter aids marketing teams in automating their lead generation and nurturing efforts.

CRM with marketing automation is essential for businesses that want to scale their sales and marketing efforts. CRM systems provide the structure and organization that sales teams need to manage customer relationships effectively. Marketing automation systems provide the tools and automation that marketing teams need to generate and nurture leads efficiently.

How Does CRM Support Marketing Automation? 

CRM systems are designed to help businesses manage their customer relationships more effectively. In theory, this should make it easier for businesses to carry out marketing activities, such as targeted campaigns and customer segmentation.

However, in practice, CRM systems can sometimes make marketing automation more difficult. This is because they can introduce complexities and silos that make it hard to get a complete picture of the customer journey.

That said, there are ways to overcome these challenges and use CRM to support marketing automation and as a result, CRM is possibly the most important marketing automation integration. By integrating the two systems properly, businesses can reap the benefits of both. This includes being able to carry out more targeted and effective marketing campaigns, as well as getting a better understanding of the customer journey.

On a related note, other helpful marketing automation integrations would include more specialized email marketing software or enterprise resource planning (ERP) tools to exchange data. 

The Bottom Line

CRM in marketing automation is a process that uses software to automate marketing tasks. The purpose of this software is to improve the efficiency and effectiveness of marketing activities by organizing, automating, and synchronizing customer interactions across different channels. This type of automation can be used in many industries, but it is especially beneficial for businesses with a large customer base.