CRM (Customer Relationship Management) and MAP (Marketing Automation Platform) software may appear similar in the first place but both of them serve separate purposes and provide different functions. The best thing is that CRM and MAP are even more effective when used together. Let us read more about them and also find out how they can contribute to the success of a behavioral health organization.
What Is A CRM?
CRM software can be defined as a tool to handle sales and contact management, customer relationships, and agent productivity across the complete sales funnel. A CRM stores invaluable insights about customers, such as their purchase records, interactions with the brand, and how long they have been a customer. A CRM can be leveraged to increase sales and customer satisfaction, streamline processes, deliver exceptional customer experiences, and optimize interactions with customers.
One of the biggest advantages of a CRM is that it helps in tracking and organizing contacts automatically. It serves as a central repository of information, data, and insights that can be utilized by every authorized member of an organization to improve customer service. A CRM can also be used to integrate the typical workflows of an organization and help team members save a lot of time on everyday responsibilities by automating redundant, repetitive tasks. If this is not all, it can even improve customer engagement, brand awareness & acceptability, and brand loyalty by making it easier to send targeted, consistent messaging.
What Is Marketing Automation?
Marketing automation can be described as system to analyze, streamline, and automate critical marketing workflows and tasks, including lead generation, relationship marketing, customer retention, segmentation, capture and nurturing, and account-based marketing. It is generally utilized to eliminate time-wasting tasks and speed up processes, as well as to create and leverage targeted, personalized marketing campaigns to retain existing and attract potential customers.
Marketing automation can be used to create and deliver better customer experiences consistently by nurturing leads with targeted content. It can also be utilized to track and optimize customer engagement, increase your production, qualify leads, convert leads into customers, and increase efficiency within the workflows of an organization. It is also helpful to improve conversion rates by making sure that the right content is sent only to customers who are likely to buy. A marketing automation software also helps in personalizing buyer journeys to reach new customers as well as retain existing ones by collecting customer information, capturing invaluable insights, analyzing user behavior, and making data-driven decisions.
How CRM And Marketing Automation Work Together?
There is no denying the fact that CRM and marketing automation are two completely different systems for different purposes. However, they are generally used in tandem to build relationships before leads are sent to the sales team, assign lead scores, and consistent messaging to support and nurture leads. They are also used to run closed-loop reporting to find out the complete picture of what’s working and what isn’t.
It’s no secret that a significant part of the purchasing process is overseen by marketing teams. Market statistics have shown that buyers tend to make their way through 57 percent of their buyer journey before they even talk to sales. Moreover, only 25 percent of buyers demonstrate their interest during the early stages of that process.
To save time and efforts, marketing teams can count on marketing automation instead of routinely sifting through the collected data on every single lead to bring an average 451 percent increase in qualified leads. By following this approach, marketers would be promoted on the “what, when, who, and how” aspect to nurture reach lead, which will enrich their relationship for when customers are ready to buy.
A combination of CRM and marketing automation leads to successful lead nurturing that, in turn, breeds gratified and educated customers who are more than just happy to channel their satisfaction into their purchase sizes by making 47 percent larger purchases as compared to non-nurtured leads. If this is not all, marketing automation can even cut down marketing overhead by 12 percent and increase sales productivity by 14.5 percent.
CRM and marketing automation also help a behavioral health organization understand its customers, patients, residents, and their loved ones better. This, in turn, helps in more referrals and more strategic & targeted communications. Using marketing automation tools, a behavioral health organization can capture invaluable insights about target audience, such as which pages online visitors visited, how they reached your website, for what duration of time, where they went next, and at which page they left.
In order to derive maximum value from CRM and marketing automation software, it’s however important to ensure that both of them are properly aligned to accomplish their individual and collective goals. If you want your behavioral health organization to reap the optimum advantages of CRM and marketing automation software, you should discover more about the Enquire CRM. Schedule a demo now and find out how thousands of healthcare organizations across the globe are leveraging the Enquire CRM to improve their bottom-line.