Marketing Automation serves as a business engine that enables you to make stellar progress. Understanding the real connotations of marketing i.e. “Persuasive projection of your product at a mass level”, many CRM packages offer automated marketing processes.
These processes have two aspects to them. The first is “Initiating Marketing Strategies” and the second is “Keeping Record” of all marketing efforts you make for your business. In addition to these two practicalities, CRM also produces comprehensive reports with the data, elucidating real-time marketing performance metrics. These reports further help define the next domains for your marketing strategy.
Marketing automation with the CRM software involves reaching out to more people in less time with no manual effort. You practically get to see an overview of your customers’ data present in the central repository of the CRM in a customized way so they can be contacted at any instance you want. With the simplified data presentation and communication system, it becomes much easier to carry out meaningful communication and effectively convey your message.
Marketing automation process entangles “Campaign Management System” and “Business Intelligence system”. Both the systems play the pivotal role in amplifying effective marketing automation strategies and help drive staggering results for marketing and sales teams.
1. Campaign Management
Campaign management does fall under the category of marketing automation, but it is a complete business strategy in itself. To run successful campaigns you need to send direct and personalized emails to a large number of people and CRM software provides you with this feature as wel as the option to integrate with any third-party email service such as Gmail. Even if you don’t want to involve a third party to run your campaigns, the CRM provides you a default direct mail service using which you can carry out successful email campaigns. Using third-party tools, you can start SMS campaigns, Newsletter Campaigns, Conference calls etc.
Other significant parts of campaign management are “ROI Reports” and “Event Management”. ROI reports display the actual revenue versus the expected revenue generated from the campaign, as well as the actual cost of running the campaign versus the budget allocated for the campaign and the Campaign Management helps organizing events and inviting people to become a part of the promotional spree of your product by mingling with your business and customer communities.
With the CRM software, you can design the complete event and execute that design by determining whom to invite, how to invite, where to invite and how to get the feedback of the event. With all these functionalities, CRM software can fairly be called your virtual secretary and manager.
2. Business Intelligence System
The business intelligence system of the CRM software accelerates marketing automation efforts and helps decide best-suited techniques of marketing for the business. Business Intelligence system is an amalgamation of a number of features giving you credible insights about the progress of your business and the intelligence about what works in your business processes and what doesn’t.
You can see custom reports about sales statistics on a daily, weekly and monthly basis in the simplest form of graphs and it does not end here. You also get to know the point where a deal is in the sales process along with the probability of successful closing of a particular deal. The history of your relationship with a particular client also counts as a part of the business intelligence system since you get insights into what your customers want from you in order to improve your business and customer relationship management practices.
The history of your relationship with a particular client also counts as a part of the business intelligence system since you get insights into what your customers want from you in order to improve your business and customer relationship management practices.
The results derived from CRM’s marketing automation are immense. According to Nucleus Research, “Marketing automation drives a 14.5% increase in sales productivity and a 12.2% reduction in marketing overhead.” If you haven’t started using this feature, get your hands on it and if you have, please share your experience is the comment bar.
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