Marketing Automation & CRM Strategy

Staying on top of marketing is essential to gaining new leads, boosting brand awareness, and improving the overall success of an organization. However, the lines between sales and marketing are often disconnected, causing companies to miss out on potential customers. Luckily, there are two effective solutions that can help you connect the dots and manage your sales and marketing efforts seamlessly: Marketing Automation and Customer Relationship Management (CRM).

Below, we’ll discuss Marketing Automation and Customer Relationship Management for business-to-business (B2B) companies. However, if you’re looking for an approach to eCommerce and business-to-consumer (B2C) automations — click here to learn more.

What Is Marketing Automation?

Marketing Automation is the process of using software and other technologies to plan, manage, and execute a variety of marketing tasks. This often includes repetitive efforts, such as Email Marketing, posting on social media, and running ad campaigns. Marketing Automation utilizes software and strategy to streamline marketing initiatives for greater efficiency and provide a better user experience. Meanwhile, Customer Relationship Management (CRM) is a system that allows companies to manage their interactions with both current and potential customers.

Effective CRM strategies and Marketing Automation software help businesses and sales professionals make the most of every lead, nurturing each through the sales funnel to increase conversions, naturally. In fact, 80% of Marketing Automation users see more leads, while 77% see an increase in conversions. Similarly, businesses that leverage CRM software often see sales increase by 29%.

If you are relying on Excel spreadsheets or outdated CRM software to keep track of your leads, you may be wasting your resources. With an effective Marketing Automation and CRM strategy, your leads will automatically hear a targeted message at the ideal moment to help them convert.

Marketing Automation and CRM offer a variety of benefits, including:

• Giving each audience (or individual) a personalized experience.
• Prequalifying leads, so you can spend time on the most likely prospects.
• Allowing you to easily collect leads and follow up with them.
• Implementing effective cross-selling and up-selling to increase the average amount spent per customer.
• Retaining your current clients by keeping them in the know.
• Understanding your audience’s habits and delivering the right message at the right time.

A successful digital marketing campaign requires consistent communication with prospects to help lead them through the sales funnel. With our CRM tools and Marketing Automation techniques, the Zero Gravity Marketing team can make the process of nurturing leads simpler and more effective than ever before. Our comprehensive Marketing Automation and CRM services include:

• Reviewing your current CRM technology and any existing Marketing Automation tools.
• Determining what CRM is being used (HubSpot, Salesforce, Pardot, Act!, Marketo, etc.) and how you are using it.
• Providing insight on the best CRM to use.
• Reviewing the cleanliness of your data.
• Assessing your Marketing Automation needs and goals on an ongoing basis.
• Outlining a clear CRM strategy, which might include incorporating Marketing Automation, creating audience personas, developing communication journey mapping for each persona, and cleansing data.
• Reporting in-depth insights and findings which are then implemented in marketing strategies.
• Defining the new process following our ETL (Extract, Transform, Load) method.
• Creating eye-catching templates and content for each campaign.
• Training for internal teams to keep them up to date.

The ZGM team will work to better understand the lead to conversion process, identifying manual tasks that can be automated, such as follow-up emails. We’ll also recommend new touchpoints that can be automated and added to what is known as a workflow. Our strategists will also suggest a Marketing Automation tool for your business and formalize recommendations for the various workflows needed for each type of lead and each stage in the sales process. Upon approval of the wireframes, ZGM will write content for touchpoint (including emails, social media posts, etc.) and design and build the necessary workflow components within the Marketing Automation tool.

When it comes to Marketing Automation and CRM, you need a partner who is well-versed in all available options and can recommend the best one for your industry and goals. The Zero Gravity Marketing team has extensive experience with CRM and Marketing Automation platforms, so we understand the pros and cons of each and can make the best recommendations for your business. After a thorough evaluation of your company, we will suggest an ideal Marketing Automation or CRM solution that will complement your digital marketing efforts and help you reach your goals faster.

By implementing a sound Marketing Automation and CRM strategy, you can plan and schedule your marketing tasks in advance and ensure you are sending targeted messages to your audience at the most strategic times. That way, you can generate more leads, increase your revenue, and meet your business goals.

For more information about our Marketing Automation and CRM services, contact us today!