A few weeks ago we were asked by an online publication what a CRM was, how it’s different from marketing automation, why businesses should use it and how it’s any different from using traditional tools to follow up with leads. Here are our answers.

1. What are the benefits of CRM? 
With a CRM you have incredible and actionable prospect information at your fingertips. If you get the right type of CRM, you get a sophisticated system that will help you track your prospects movements. For example, you’ll be able to see which pages on your website they’re visiting, indicating to you what they’re interested in. It helps you see when they open your email, so you or a sales rep can pick up the phone minutes later and strike while the iron is hot.

2.What are the benefits of using CRM for email marketing?
Most modern CRMs connect seamlessly with email marketing platforms and this can help sending out the right type of emails at the right time. If for example a prospect has been checking out a specific product page, but haven’t made a purchase yet in a set timeframe – the email platform can get a trigger from the CRM, telling it that now would be a good time to send out a pre-written email to that prospect with a specific deal or offer on the exact product that they’ve been looking at. It’s almost like retargeting ads on Google and Facebook, except a bit more intimate in someone’s personal inbox.

3. What is the difference between CRM and marketing automation? How do they work together? 
While the CRM is the “source of truth” for all prospect actions and information, the marketing automation system can tap into that data and get configured in a way that it reacts to specific actions that a prospect takes, which gets announced by the CRM to the email automation system. 
It’s like a sniper and their spotter; the spotter (CRM) detects a target and tells the sniper (marketing automation platform) to take a specific action, based on the date that was given.

4.What value can CRM add to a small business?
By automating part of the sales cycle with smart triggers and clever, timely follow ups – a small business can start making additional sales while not having to expand their team, thus keeping overheads low. Essentially a fine tuned CRM/ Marketing Automation setup will work 24/7 and does exactly the right thing at the right time to land the sale.

If you would like to learn more about how to install a CRM like Hubspot (our preferred CRM) in your service based business, we can help.

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