CRM and Marketing Automation Integration is Critical to Clearly Targeting Your Customers
Over the 25 years of my career in business development and marketing, I have seen the everlasting hunger companies have to understand their customers and where their most profitable sales qualified leads are coming from. In today’s world, an integrated CRM and marketing automation platform are critical.
I’ve seen the increased benefit of strong platform integration from SugarCRM and InBox25 as well as HubSpot and Microsoft Dynamics CRM. In both cases I worked with executive teams to define project scope, objectives, and implementaiton within the client organization. This post is simply a review of my experience as the consultant engaged for the management of successful implementation.
SugarCRM & InBox25
I start with SugarCRM & InBox25 because it was the better of the two experiences. My client was able to easily adapt the “out of the box” settingings to their business needs. Two-way data integration and mapping was set up right out of the box. With this system combination we could control all the marketing and sales process from within a single CRM application. Marketing campaigns, PPC efforts, and trade show event management was all tracked clearly in SugarCRM as the result of the strong integration. In only 90 days the client could identified their most valuable client but more importantly where that client came from (lead source). This integration resulted in my client increasing average client spend by 23%. The most noticeable result was the decrease in cost for each sales qualified lead (SQL) by 51% as the result of understanding lead source. The implementation of SugarCRM and InBox25 was well supported by both vendors and staff required for implementation was minimal. Ongoing management of both systems can be handled by a system administration and managed by the sales and marketing team.
Microsoft Dynamics CRM & HubSpot
The integration between Microsoft Dynamics CRM and HubSpot is good; however, I had to engage a 3rd party data integration partner to complete the implementation. The two way data integration created risk for my client as the 3rd party needed to puncture the firewall to complete the two way data connection. This was of major concern and resulted in a lengthy due diligence process. However, once the data was integrated, my client could then manage nearly all functions from within their department systems. Sales would use Microsoft Dynamics CRM to document client visits and see their online activity; however, the marketing team found HubSpot’s user system easier to use to deploy marketing campaign events. The result of integration enabled the company to deliver relevant content to prospects in a timely manner. My client was able to target their top targets and this resulted in closing 3 of the top 10 US banks as clients.
While there are differences in CRM and Marketing Automation integration and functionality, both instances delivered measurable results with proper implementation. A key success factor was the involvement of the executive team in both cases and a dedication project manager during the implementation who understood marketing and the sales process for B2B software vendors.
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