Your Prospects Want You to Integrate Your CRM & Email Marketing Too
Business → Marketing & Advertising
- Author Suzy Mckee
- Published March 25, 2010
- Word count 431
While a prospect may not use those exact words, they don’t care whether your company’s marketing and sales organizations are in sync or not. What they do care about is receiving too many unnecessary, non-targeted, or irrelevant email communications from your company that perhaps they didn't even want to receive in the first place.
Both email marketing and customer relationship management tools have become ubiquitous in many B-to-B organizations. Yet each tool not only has unique messaging functionality, they also both have unique customer databases. When companies don’t integrate the databases into one, the resulting uncoordinated marketing and sales messages can translate to lost deals:
•"This company contacts me too much."
•"Why doesn’t the rep know anything about this offer I just received from her company?"
•"This email doesn’t match what the sales rep told me."
•"I didn’t request that type of information. Why are they sending me this email now?"
Email marketers face a major challenge keeping their online marketing database in sync with the sales team’s CRM system. And, if a sales representative hasn’t updated some records, or if the data changes from the time it’s imported to when the campaign is actually sent, the marketer may not be sending to the entire list.
What’s more, sales reps may be informed by marketing when a campaign has been sent, but they have no way of knowing whether or not the prospect opened or clicked on the message. There is simply no way to feed that data from the email marketing tool back to the CRM. As a result, the sales rep misses out on valuable information about the prospect’s interest level during the sales cycle.
Disconnect, frustration, lost opportunities.
Fortunately, many of today’s email marketing and CRM tools now work together. For example, if your marketing organization uses Lyris HQ for your email marketing, and your sales organization uses Sales force for its CRM, you can download Lyris' free application that connects the two. The main benefits of doing so are:
•Marketing and sales can work from a single database of record that automatically updates with email marketing results
•A sales rep can see which email campaigns were sent, and how individual prospects responded
•A marketer can use sales fields to segment campaigns for more relevant messaging based on where prospects are in the sales cycle.
By integrating your email marketing and CRM databases together your customers and prospects have a better experience, your sales team is better armed, and your email marketing program is more efficient.
Suzy McKee is a product marketing manager at Lyris. She is responsible for sales readiness of Lyris online and email marketing solutions and go-to-market strategies that guide customer interaction. To learn more about Lyris solutions and services, visit http://www.lyris.com
Article source: https://articlebiz.comRate article
Article comments
There are no posted comments.
Related articles
- Atish Kumar Singh: A Rising Star in Fiji's Marketing and Business Management Scene
- Business Growth with Ready Mailing Team's Comprehensive Regional Vice President Email List
- Key factors why eBay sales could drop
- The Impact of Artificial Intelligence on Digital Marketing
- Achieve Digital Success with BeKonstructive Marketing's SEO Consulting in Brisbane
- Introducing the HIIO Nax with 12000 Puffs: Spark the Extreme Flavor
- What Role Does Data Accuracy Play in Reaching Physicians Amid Shifting Market Trends?
- Pocket Option: Binary Candlestick Patterns
- Building a Strong Brand Fortress with SEO
- How Small Businesses Can Compete with Big Brands: A Guide to Thriving in the Digital Age
- The Impact of 3D Animation in Business: Enhancing Visual Communication and Marketing Strategies
- Steady Slope Marketing: Boost Your Business with Targeted Facebook Ads
- Steady Slope Marketing: Building Strong Brands for Lasting Success
- Steady Slope Marketing: Maximizing Growth with Google Ads
- Steady Slope Marketing: Building Custom Websites that Drive Growth
- Steady Slope Marketing: Unlocking Growth with Google Local Service Ads
- Steady Slope Marketing: Scaling Your Business for Long-Term Growth
- Steady Slope Marketing: Setting Up Small Businesses for Success in the Digital Age
- Steady Slope Marketing: Elevating Local Search Authority for Small Businesses
- How AI is Revolutionizing Marketing: A Game-Changer for Online Marketers
- Exploring the Impact of Marketing Strategies on Public Image: A Case Study of Epson and Prince Andrew's Challenges
- The Power of Persuasive Copy: Techniques To Boost Conversion Rates
- The Role of Content Marketing in Building Brand Awareness
- Are Gucci Bags Made of Animal Skin?
- What is the digital marketing strategy that tracks users across the web?
- How AI Can Elevate Your Sales Strategy
- Mastering Content for Content Marketing: Tips and Strategies for Online Marketers
- How Staff Augmentation Can Fuel Your IT Success
- Best AI Tools for E-commerce: Revolutionizing Online Sales with Smart Automation
- The Future of Marketing: Emerging Trends and Actionable Hacks for 2024