The Synergy of CRM and Marketing Automation

Business value through optimized customer interactions

Highlights, Tech // Eva-Maria Cromm // Apr 29, 2024

Time and again, customer relationships prove to be the heart of a company. This is confirmed in many conversations with companies that we advise and support with regard to their business development. The customer is allowed to reign supreme and set high expectations. The art is to be able to respond and react to this in an appropriately sophisticated manner, detached from standard marketing.

Customer relationship management (CRM) and marketing automation are two essential tools that can support companies in the effective management of customer relationships. The Tallence experts see, experience and recommend the linking of CRM systems and marketing automation as the key to generating sustainable business value.

While CRM focuses on the management and maintenance of customer relationships, marketing automation enables the automation of processes in different areas such as sales, marketing or service management. Together, these two systems can create a powerful synergy that enables companies to optimize their customer interactions and promote their growth. 

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CRM: The basis for successful customer relationships

Customer Relationship Management is an essential part of modern business practice. It involves managing customer information, interactions and transactions to build and maintain an effective customer relationship. With a CRM system, companies can create customer profiles, track contact histories, manage sales activities and personalize customer communications.

A CRM system serves as a central database for all customer information and enables employees to gain a holistic overview of the customer relationship. This makes it easier for companies to create customized offers, better understand customer needs and proactively respond to customer inquiries. Tallence experts regularly see how CRM systems increase the efficiency and productivity of sales teams by optimizing sales processes and facilitating pipeline management.

Marketing automation: efficient automation of marketing processes

If you think of email marketing when you think of marketing automation, you're right, but you're thinking far too briefly. Marketing automation refers to the use of software and technology to automate tasks and processes. This includes the automation of email marketing as well as lead management, social media marketing, campaign management and much more. Service processes such as claims processing in the event of an insurance claim or as a source of information to relieve customer service can also be mapped. Marketing automation enables companies to create personalized marketing campaigns, effectively nurture leads and improve the efficiency of their marketing team.

A key benefit of marketing automation is the ability to automate repetitive tasks and streamline the process. By using automation, companies can save time, maximize resources and increase the effectiveness of their marketing efforts. In addition, marketing automation enables companies to track their customers' customer journey and provide personalized content tailored to their individual needs and interests.

The synergy of CRM and marketing automation

By combining CRM and marketing automation, companies can create a powerful synergy that allows them to optimize customer interactions and drive growth. By integrating CRM data into their marketing automation system, companies can develop a comprehensive understanding of their customers and create personalized marketing campaigns based on customers' individual needs and preferences.

For example, online stores can use CRM data to create personalized offers and experiences. Search intentions and search terms are saved as interactions and supplement the customer profile. Based on this, marketing automation sends personalized recommendations and offers via various channels such as SMS, push notifications or social media ads. Staggered discount campaigns, cross-selling and upselling as well as targeted advertising improve the shopping experience and increase customer satisfaction.

In addition, companies can use CRM and marketing automation to measure the effectiveness of their marketing efforts and analyze the ROI (return on investment) of their campaigns. By collecting and analyzing data on customer interactions, sales activities and marketing campaigns, companies can gain insights that allow them to continuously optimize their strategies and drive growth.

Use Case

When looking for home insurance, an insurance customer uses the insurance company's interactive rate calculator to compare different options and find the best rate for them. Existing customer data from the CRM database is used, such as the customer's address, age and existing insurance policies.

Based on this information, the insurance company can make the customer personalized offers, such as loyalty discounts or special offers tailored to their age. If the customer cancels the process, their data is saved via an automation tool so that they can seamlessly continue the process later.

Once the rate calculator has been completed, it automatically triggers an email campaign that confirms the customer's rate and gives them tips on loss prevention. In addition, further insurance options are offered that match the customer's profile.

In the following weeks, the customer receives personalized emails with offers for additional insurance products, such as liability insurance or travel insurance. Voucher codes for further offers can also be integrated via the platform.

The synergy of CRM and marketing automation helps to optimize customer interactions and strengthen customer loyalty. By linking CRM data with automated marketing processes, the insurance company can provide personalized offers and retain customers in the long term.

Let's talk about your individual needs! The Tallence experts will advise you on possible approaches that suit you and your business.