In today’s marketing technology landscape, tools overlap, sometimes integrate, occasionally compete, and can create a data nightmare if not all centrally managed and consolidated. Many marketers never interact with their company’s CRM tool, but that doesn’t mean there isn’t a key consideration of how well your platform for marketing messages works with the CRM tool sales and support use every single day.
Audience development with ease
When the tool you use for marketing messaging is compatible with your CRM, there isn’t a rip and replace or retraining of sales needed to make sure marketing always has access to the list of prospects and customers opted into marketing communication. Segmentation is simple when marketing technology is matched with CRM technology to always have the most up-to-date information for list building. The days of using multiple tools and imports and exports to develop an audience need to be over. Scheduled and triggered mailings to millions of contacts can and should be done easily.
Reduce, reuse, and recycle
Marketing teams should avoid one-offs as much as possible. With your messaging and CRM solutions integrated, information from the CRM is instantly communicated with the messaging system without any manual intervention. This makes it easy to launch messages to your audience that are quickly repeated with assets, campaigns, and messages available to simply distribute to the relevant audience. List building is dramatically simplified as the same group of customers can be targeted with a few clicks.
Reporting you can trust
Any marketer who’s ever had to compare data from different tools side-by-side to investigate why the numbers don’t match knows the importance of accurate reporting. Having the data you need when you need it is a requirement to identify, target, and deliver relevant, timely messages to the appropriate segments. This is much more complicated when CRM and marketing technology aren’t compatible. Marketers have enough daily challenges to achieve all their key performance indicators, monthly, quarterly, and annual goals. Make sure that your tech stack isn’t making that even more difficult.
Today, brands must make sure all the technology they use seamlessly integrates to consolidate all data with integrity, allowing marketers to send messages quickly and giving the customer what they want without rework. Learn more about what it takes to deliver the experiences your customers deserve today.
