Originally published August 29, 2019
Many B2B clients want to ensure marketing and sales are aligned through their lead to revenue or lead management processes to ensure a seamless experience for their clients.
One of the most prevalent and easiest ways to accomplish this is by integrating your Acoustic Campaign solution (marketing automation platform) with your Customer Relationship Management (CRM) system. Integrating marketing automation with CRM can maximize your customer interactions, and help boost productivity because users of both solutions gain a better understanding of the lead's full brand engagement. The modern Programs canvas now supports the ability to sync and add contacts to your CRM solution as leads reach certain milestones in your program flow! In doing so, the hand-off of marketing qualified leads to sales is made seamless.
Having a strong CRM integration can provide the benefit of consistent messaging and better use of sales and marketing resources. Without integrating these two solutions, lead management is sub-par as sales is not aligned with marketing on when they should be trying to "close the sale". When are the leads qualified? How are they qualified? What marketing messaging do they show interest in?
Marketing efforts may not be utilizing the most up-to-date information provided by sales. If a contact or lead expresses that they are no longer interested in a product or service and marketing isn't notified, continuing to receive unwanted messages may drive that lead away from the brand, or cause them to opt out of everything. Use Programs to update your CRM system with the latest status, update profile data based on scoring, and exit the contact from the program.
When sales identifies a new lead or opportunity and needs to add that lead to a new marketing effort specific to that opportunity, a delay in the marketing action could drive that lead elsewhere. Use profile data and CRM opportunities criteria to identify and enter these contacts into a program. This integration helps you maintain consistent messaging without any cracks in the communication or the failure to act on a lead.
The main purpose of integrating CRM with marketing automation is to allow your users in both solutions the ability to build better relationships and more targeted engagement. With the ability to now send contacts or leads to the CRMi based on how they've interacted with programs, marketing is able to provide more qualified leads to the sales team. This means less time wading through countless leads that aren't qualified and more time focusing on those more likely to buy.
The marketing and sales teams share the same goal i.e., to drive sales. All three teams – marketing, sales, and service – have a role in fostering customer relationships while building retention. This drives later upsell / cross sell. Often times, this is can be accomplished with Programs messaging that drives the most targeted and timely interactions.
Together, CRM and Acoustic Programs provide an integrated platform for teams to track and analyze customer activities and behavior resulting in more insights, continuous dialog between the teams, and synchronization of data and activities.
When you select your CRMi database or a query of that database as your contact source, the CRM action displays on the palette.
Acoustic supports CRM sync for Salesforce CRM, Sugar CRM and Microsoft Dynamics 365 CRM (MS-CRM) integrations. Salesforce CRM also supports an Add to Campaign feature allowing you to automatically add contacts as you sync with a status into your Salesforce campaign.
How it works
- Use your CRMi database or query as your program contact source.
- Then the CRM icon display on the canvas palette.
Easy as 1, 2, 3
- Drag the CRM icon to the canvas and connect it in your flow.
- Click to configure and add rules if desired. Profile, behaviors or relational table criteria can be used. Salesforce CRM can also use CRM Opportunities criteria.
- Click apply.
You can review your configuration while you work and even after you launch your campaign. Just click the CRM object.
You can also easily see the number of contacts that have reached that CRM object and synced. Click the count box to open the Insight panel and see more details. If you have rules criteria set, the numbers will tell you how many contacts arrived vs how many qualified for the sync.
What's next for Programs?
We continue to iterate and add exciting new capabilities for you:
- Ability to be notified of anomalies in your programs emails
- Ability to delete objects
- Add a global rule to apply across your program
- Find a Contact(s) in your program
- Share Audiences and export contacts
- Redirect to a decision or step
- Reduce wait intervals and scheduling enhancements
- Copy objects and more user experience enhancements
Let's chat! We'd love to get your feedback.
Check the links below:
What do you think of the Programs canvas? Let us know in the comments section below.