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Blog CRM: Why integrate your CRM platform into your digital strategy?

CRM: Why integrate your CRM platform into your digital strategy?

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The acronym CRM (Customer Relationship Management) refers to the set of practices focused on customer relationships. In free translation, it means Customer Relationship Management and encompasses the strategies used by companies of all sizes and segments to manage and analyze interactions with their customers and prospects, in the most personalized way possible.

Its concept revolves around the in-depth knowledge of the customer so that we can serve them, satisfy them and, consequently, make a sale or close a deal.

When we talk about assets, nowadays, in which the customer is or should be the center in decision-making, we can say that the customer portfolio is a company's greatest asset. And, therefore, the relationship you maintain with your customers is crucial to the success of your business.

And CRM platforms are great enablers for this customer relationship to be executed and monitored. In them, it is possible to centralize information, automate processes and alerts and keep your salesperson in a position of advantage, with specific data to make the offer at the right time, avoiding the loss of opportunities.

They work as a large strategic database that show customer behavior and how they relate to your company. Armed with this information, your team can focus on anticipating prospects' desires, being able to offer them exactly the offer they're looking for.

Sales and marketing teams working together

Strategies and platforms involving CRM emerged in the 80s. During this period, little was said about its use by the sales department. This was a role assigned to marketing teams. Over time, the functions related to this closer contact with the customer passed to the sales teams, which began to act in line with the marketing teams. This partnership is impossible to be separated to this day.

CRM platforms have the function of capturing and centralizing information from prospects, both personal and name, telephone and email, as well as interactions made through the website, landing page, newsletter, email marketing, chat or telephone. A history of each lead is created so that it is possible to know them and track their position in the sales funnel, identifying the right time to make a closer contact or offer their products and services in a more objective way.

The role of digital marketing

In order to find potential customers and nurture them with specialized content at each stage of the sales funnel, it is essential to have an efficient marketing strategy, aligned with the company's sales objectives.

The digital marketing team is responsible for defining the profile or persona of the company or a specific project. In addition, it can attract and nurture these future customers, making them advance in the sales funnel, arriving in the ideal position to receive a more objective contact, which will be made by the commercial team.

At this point, we were able to understand the importance of the integration between the CRM platform and the digital marketing strategy for the success of a business.

The advantages of this integration

In the not-too-distant past, customer and prospect information was divided between spreadsheets, drawer notes and databases, not always accessed by all team members. However, this led to cancellations, lost opportunities and constant challenges in trying to make a specialized sale.

The main advantage of integrating a CRM platform with digital marketing actions is that all information is reliable and personalized.
In addition, the crossing and analysis of this data is now stored in a single place.

This is essential because we know that today a lead starts the process of buying or closing a deal long before signing the contract. In possession of concrete information, interactions carried out by the client and interest in the proposed contents. In addition, identifying the ideal time to sell is more assertive, avoiding the loss of potential customers and understanding your prospect's behavior.

We can list, therefore, the main advantages of the integration between CRM and digital marketing:

  • Centralization of information and interactions for each lead in a single location, with access by all teams.
  • Armed with this information, teams can act quickly and assertively. In this way, contacting the lead at the most opportune moment to close a contract.
  • It brings more objectivity to the sales team, which can focus on potential customers instead of investing time in unengaged leads, ensuring operational agility.
  • It automates the selection process of qualified leads and allows the identification and nurturing of those who did not advance in the funnel through new strategies.
  • It enables in-depth knowledge of the interests of customers, in a personalized way, being able to act differently in each action and commercial proposal.
  • Allows you to evaluate sales feedback for planning upcoming marketing campaigns.

Now that you know the importance of this integration, you won't let your company lose more business, will you? So know that the Amplifica Digital can help you!

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