Is your CRM Marketing Automation Really Ok?

This blog brings to light some of the issues pertaining to how current marketers may not be aware of the need to sync latest customer information with personalised, dynamic marketing activities.

Kenneth Zhu
Digital Marketing Executive

The problem with CRM marketing automation systems

Did you know that most customer relationship management (CRM) marketing automation systems are set up as if it is only for one time use?

The reason? Well, that is because we are still in the era where mass advertising predominates mass personalisation. By the end of this blog, I hope that your mind will change about why your CRM system needs to work in tandem with marketing automation.

It’s common for companies to use Zapier as a “messenger” (API) to transmit data from one platform to another. This could involve updating a CRM contact list with lead information from a survey form that they recently filled in. 

This is one way for the CRM to be updated with all the new information of what is submitted by the customer. However, it is also possible to extract much more information than what is submitted by the lead, don’t believe me? 

Check this out! We can showcase this in our LIVE demo.

Sure, collecting customer information and importing them into a CRM database is great. But, the next and more important question is whether any new customer information is put to use effectively. By effectively, I mean using the information and incorporate it to enhance the effectiveness of the marketing creative and messaging.

Are you creating personalised advertising messages that matches lead activity as he or she journeys down the sales funnel?

To get ahead of the competition, it is absolutely critical to ensure that you are not only populating new lead activity data into a CRM database. But, you are also reflecting this in your advertisements.

Always remember that personalisation is key as consumers want to transact with companies that understand them and is seen as real.

By syncing lead activity information with your marketing messaging, it is help you to more easily measure the success of the marketing efforts (e.g. the creative, advertising platform, account optimisation). This is because the variables that governs the success of the marketing campaign would be greatly reduced through utilising relevant, up to date customer information.

Ultimately, this helps marketers and operation managers to determine if a lead persona category is worth pursuing. In other words, it helps you to decide whether it is worth advertising to a certain demographic based on cost and growth opportunity. 

While CRM marketing automation is still in its infancy in the marketing industry, a well-educated (up-to-date) marketer would know that marketing automation is the key to today's and future mass personalization activities.

By starting today, you are able to be ahead of the competition, capture market share and brand loyalty at a cost that is much lower than what you will have to pay in the future. 

Quick audit - see if your CRM marketing automation is really ok!

To get the most out of this article, you should check to see if you are running dynamic campaigns!

The first thing that you should check and evaluate is whether your CRM marketing automation journey involves the triggering of a custom ad campaign on an individual lead level. 

In other words, does your marketing message get altered as the lead’s behaviour changes. Make sure that it is not generic across the board. The changes in lead behaviour and status can be tracked in your CRM database. 

Depending on the specific lead information that is imported into the CRM, your marketing creatives should be dynamically adjusted to serve the most personalised message possible. 

Let me illustrate this by providing an example. A visitor may visit the CBO website and experience our live marketing automation demo by texting “Demo” to 0439 013 994. Another visitor may perform a different action such as clicking into one of CBO’s blogs.

Here, these two events would act as different triggers resulting in them being put into to unique, personalised marketing automation journeys. The visitor texted “Demo” may be shown remarketing ads containing specific memorable images that was in the demo on various channels such as social media, email and even MMS. Vice versa, the lead that viewed on CBO’s blog may be sent an SMS that informs them that CBO recommended a blog that they may be interested.

Hey, this does not stop here! For example, there are also visitors who triggered both the marketing automation demo and viewed a blog. So what now?

Well, you may not be too surprised that they will enter a different CRM marketing automation journey that is different the two others that we have mentioned. The lead would also be sent different personalised ad messages based off the specific blog content that they viewed and how they interacted with CBO during the Demo journey.

Creating a personalised experience is the power of CRM marketing automation.

This is only a small pie of what marketing automation can do. We can apply marketing automation to account optimisations in search engine marketing, advertising creatives, blog content topics and complex omni-channel digital marketing strategies. The opportunity is immense. 

So, if you are still sending out generic emails with the only personalisation being names, think again! Are the images that you attached in the emails also personalised based on what the user viewed? Are you able to showcase your offerings in a way that is not just a sales pitch?

The moral is that one directional CRM Marketing Automation systems would soon be replaced by two directional CRM Marketing Automation systems.

That is, we will being to see the increasing use of the sync between latest lead information with personalised marketing activities. It is through a two directional system where marketers can accurately assess if marketing creatives are working or if a certain demographic is worth continuing pursuing. 

The old method of moving leads through the sales funnel using mass marketing creatives is simply no longer the most effective system. Not for accurately measuring marketing success nor at aiding the crafting of marketing strategies.

For example, simply creating ZAPs to store online web form data and importing them into a Google sheet is no longer sufficient by itself. This spreadsheet will not be utilised as useful information if they are not translated smartly into your marketing efforts.

The ability for companies to uniquely personalise every customer interaction (or no interaction) with the brand based on a lead's online and offline activity is one that is very attractive and powerful.

This can be done through synergy between CRM and marketing automation which is why it is KING! 

Take advantage of 2020 and capitalise on utilising mass personalisation before the market gets saturated. To witness CRM Marketing Automation in real time for yourself, text “Demo” to 0439 013 994. 

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