Using Marketing Automation to Increase Your ROI on CRM

Using Marketing Automation to Increase Your ROI on CRMUsing Marketing Automation to Increase Your ROI on CRM 1
Introduction
Technology can dramatically increase the productivity of sales and marketing. In this new age of high-tech, most organizations have gone beyond Rolodexes, paper lead sheets or Outlook address books and have adopted CRM systems. These systems provide excellent return, but could you be getting more?
CRM systems have their core strengths, but the area where they provide the most benefit is from certain additional applications that support specific business goals. These applications can range from sales productivity tools, like phone dialing assistants, to more comprehensive solutions around sales management, contract management or marketing. Marketing Automation is one of these comprehensive solutions that can dramatically increase the ROI of the investment in your CRM system. In this paper we briefly present the key benefits of CRM systems, and show how Marketing Automation can increase the effectiveness of the entire sales and marketing function.
The fusion of CRM and Marketing Automation allows
you to increase the ROI of your sales and marketing
organization, improve close rates, deliver more predictable
"revenue and make both teams more successful.
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What is Marketing Automation?
Many CRM systems have a module for marketing. While the scope of this Here are some of the key features offered by Marketing Automation module varies from one CRM system to another, in all cases Marketing systems: Automation adds another layer of value on top of this. The goal of Marketing Automation is to provide the marketing team with a comprehensive lead . Email marketing: Allows for unlimited emails optimized for deliverabilitymanagement tool that helps companies turn more leads into revenue. . Lead nurturing: Includes trigger-based emails and multi-step campaigns
A common issue in organizations is that there is no process for managing . Landing page builder: Includes a form builder to capture leads
leads, other than saving them in the CRM system. Forward-thinking marketing . Lead scoring: Both demographic and behavioral activity
organizations recognize that they need to follow up with leads until they are . Activity tracking: Based on email and web activity qualified enough to be assigned to a salesperson. This lead management process . Sixth-sense lead intelligence for the sales teamis one of the key responsibilities of Marketing Automation. . Bi-directional integration with the CRM database The lead management process starts with capturing leads through web forms . Comprehensive marketing reporting and analytics
or list imports. From there, a dialogue is started via email in order to deliver relevant information to the lead. This can also be called lead nurturing. At the These features are all essential to create an automated lead management
same time, every activity is monitored: does the lead open the emails and process. While some of these features may be present in some CRM
click through the links? Do they download white papers? Are they visiting your systems, it's really the fusion of CRM and Marketing Automation that website? Which web pages do they look at? allows you to increase the ROI of your sales and marketing organization.
Based on this information, an email campaign can be optimized, and a numeric score can be assigned to the sales readiness of the lead. Sales qualification people can monitor this, and prioritize who they are going to call first. As they gather more information about this lead, the better they can incorporate it and improve the campaigns and lead scoring processes.
© 2010 Marketo, Inc | +1.877.260.MKTO (6586) | www.marketo.com | www.twitter.com/marketo | blog.marketo.com
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Benefits of CRM Systems
While many sales and marketing teams have been using CRM systems for years now, we'd like to give a brief overview in order for you to be completely aware of the benefits CRM systems can provide.
The first benefit of CRM systems is that there is a central location for all leads and contacts. This easily allows everyo... [download for more]