Improving efficiency through integration

If you want to make your sales and marketing activity more effective, and streamline both in the process, integrating your email marketing software with your CRM system could be the answer.

Usually, your sales team will be using your CRM to track the acquisition process of a customer, from lead generation through to conversion, keeping a record of interactions with the company.

Independently your marketing team may be targeting contacts from the CRM system, extracting contact and segmentation information and uploading it to use in email marketing campaigns. Once any campaign produces results they'll need to update the CRM system with the latest information on how customers have responded.

How can the two work together?

By integrating the two systems your marketers can automatically upload all leads, existing customers and suppliers, from the CRM system into your email marketing platform, targeting those groups accordingly.

This not only saves you time and effort, but also money – contacts that have been gathered over time and stored within a CRM system can prove much more cost effective than buying-in data as they have previously interacted with your company and are more likely to be receptive to your marketing.

Besides the cost of bought-in lists, profiles from your CRM should have notes on their history of interactions and previous contact, or attempts at contact, which allow you to create campaigns focussed on their level and areas of interest.

Where can you go from there?

Any information on recipients' responses, generated by your targeted campaign, can be recorded back into their profile within the CRM system. 

This means your CRM system is kept automatically up-to-date with accurate information about potential and existing customers and their interest in what your company can offer.

All this information and interaction builds an even more detailed profile enabling further segmentation and targeting, constantly improving the effectiveness of both your sales and marketing campaigns.

Integrating both your email marketing and CRM system gives marketers more information about leads and customers, allowing for better segmentation - it also gives the sales team hotter, fresher leads to follow up.

If you'd like to learn more about integrating your CRM system with PureResponse click here.