As every small business owner knows, wearing a lot of hats is how you keep your company in the black. The problem, of course, is that any business owner only has 24 hours in a day. Cramming business development, customer service, marketing, production, financials, and everything else on one to-do list is a recipe for disaster (and a complete lack of sleep).
There are plenty of businesses that rely on close personal relationships, where that have a hand-picked set of leads that their sales team works to turn into deals. They need to track what's said, note personal details about the contact, and make sure they know when they need to follow up. That's where the dozens of great traditional CRM apps come in, as we looked at in chapter 2. They're tools that can help your business track all of the info about your customers, your conversations with them, and convert them from leads into deals.
Marketing automation is a software solution used primarily by marketing teams to measure and strengthen marketing’s impact on funnel activity and pipeline development. Marketing automation exists for the primary goal of automating marketing-focused actions and tasks. Many marketing departments are challenged with complex manual processes to execute campaigns and repetitive tasks such as email marketing, social media distribution, and other website actions that can hinder marketing’s performance as programs scale.
Infusionsoft is the only drag-and-drop tool we tested, which is a nifty feature for marketers who may wish to work on touchscreens or don't have time to deal with lengthy drop-down menus. It also provides unique tag removal that automatically pulls contacts from campaigns if they perform a certain action. For example, if contacts don't open three emails in a row, then you can set the tool to remove all such contacts from the workflow. This way, you're not sending messages into a vacuum. The tool also gives you the most useful real-time alert dashboard of any that we tested in this class. It lets you see every contact interaction with anyone in your database. So, if you sent an email to someone a week ago but they just opened it this second, then you'll see their name pop up at the top of your dashboard. From this tab, you can send a follow-up email or adjust the contact's standing within the specific workflow.
Marketing automation offers a number of specific benefits for small and medium businesses (SMBs). First, it helps you monitor the effectiveness and ROI of your digital marketing campaigns, so you can find out what’s working and what’s not. Next, it automates many activities – like lead follow-up, email campaigns, list segmentation, lead scoring, etc. – saving you tons of time and effort. Marketing automation also has great tools to support drip marketing campaigns. It enables you to build quality emails and landing pages, and then track your campaigns from start to finish to see how leads are moving through your funnel.
If you are running a larger business, chances are you already have a sizeable database of contacts. A marketing automation platform can connect with your CRM to streamline your data and eliminate any cold contacts from your email marketing process. Similarly, if you’re already managing multiple campaigns and websites, automation software can provide you with powerful data on which landing pages are converting the most, which emails and posts are working best, and which content is getting the most downloads. Automated segmentation is also a helpful tool to ensure that you’re sending relevant content to your leads, especially if you provide different services or operate in different countries.
Eventually, your company’s marketing program will get so big that you can’t — possibly — manage everything via Outlook, Word, and Excel spreadsheets. You could always hire a team of marketing specialists, but eventually, you’re going to start wasting cash on redundant tasks like emailing new customers, setting up social media-to-email programs, and emailing your users every time you post blog content.
If your marketing collateral is being created and stored in disparate systems in an unorganized fashion, your customer facing teams will struggle to achieve consistency in multi-channel communication. Ideally, all your marketing content needs to be mapped to the stages of the buyer’s purchase process. Also, it needs to be stored on a single platform accessible across the organization.
Research shows that only 5% of customers who visit your site add items to their cart, so how can you reach the other 95%? Product retargeting emails can help—in fact, they generate 90x more orders per contact than regular bulk campaigns. These automated emails send to subscribers who view your items, but leave your site without adding anything to their cart. The most successful product retargeting emails test for the best time, include product recommendations, identify their audience, and speak to their goal. Still not sure how to make retargeting work for you? Check out a real-world example.
Are you looking for best CRM with marketing automation? Consider Bitrix24. First, let's talk price. Bitrix24 is free with many automation options available to you at no charge. Automation for leads costs only $39/mo. No-no, it's not $39 per user per month, it's $39 per month TOTAL, because unlike the competition we don't charge per user. If you want automation for every CRM entity, unlimited users and online storage, that's $199/mo total. That's right, with Bitrix24 your costs never go up unexpectedly because you've hit some hidden limit.
Attract more prospects and create more opportunities with less effort. Use our CRM for marketing and understand your customers like never before through more relevant, timely outreach and more actionable insights. Create campaigns that stand out from the pack, without breaking the bank. Optimize future marketing efforts by clearly capturing and understanding the return on your marketing spend.
This brings me to the end of this guide. Hope it helped you in understanding what CRM is, the questions you must ask yourself before you choose a CRM, and the benefits of a combined CRM and marketing automation system. Please share this guide if you liked it. It inspires us to create more stuff like this. You can ask me any questions you want, and I’ll get back to you. 🙂
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