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How to Use CRM and Marketing Automation to Connect With Customers In 2021

As a marketer, your job is to keep customer numbers healthy and create a lasting impression of your company. CRMs and Marketing Automation is a perfect match and the secret formula behind most successful marketing initiatives.

We have your back, marketers! This guide covers how you can use CRM and Marketing Automation to connect with customers in 2021.

What is CRM?
Before we can get into how to use CRM and Marketing Automation to connect with customers, let's briefly discuss what they are.

Customer Relationship Management (CRM) refers to the collective strategy used by companies and businesses to manage interactions with existing and prospective customers during the sales process.

On the other hand, Marketing Automation is a technology that manages marketing processes and multifunctional campaigns across multiple channels automatically.

Use CRM to Collect and Manage all Customer Data
Consumer data offers a way to better understand and meet customers' demands. It helps improve customer experience and refine a company's marketing strategy. As a marketer, you need to capture all your customer data-who they are, their interests, their favorite communication channel, and so on. You can do this by connecting your landing page and signup forms directly to your CRM database, like we do in GreenRope. Every time a person comes in from any of your campaigns, they are automatically added to your CRM, allowing you to trigger personalized customer journeys, such as follow ups, emails, and more. 

Engage your Audience with the Right Message at the Right Time
Do you run the same marketing campaign all year long? If you do, it's probably time to consider marketing automation. A typical case for this is during the festive season. Research shows that customers make more retail purchases during the festivities than any other season. According to statistics, in 2020 there was a 3.6% increase in retail sales in the December holiday from the previous year. With marketing automation, you can tweak your messages and customer relations during these times to increase sales and reflect the festive spirit while building brand awareness along the way.  

You can also use click automation or lead scoring automation to trigger messages when a person clicks/reads one of your emails or hits a certain threshold of points. When you trigger timely emails like this, you increase engagement and conversion rates. 

Use CRM Data to Personalize your Email Communication
How many times a week do you email your customers? Integrated CRM, email, and marketing automation allow you to effectively (and automatically) personalize every message (text messages, too) sent to your contacts. This way, each email recipient receives updates and information relevant to them. By sending relevant and personal emails, you can build trust as well as provide value to customers and prospects.

With GreenRope, we have easy-to-use merge placeholders that you can build into your email templates. These placeholders will pull the information directly from the contact record, creating a one-of-a-kind, personalized message to every contact on your list. 

Send Personalized Birthday Wishes, Anniversaries, Thank You Emails/gifts, and More
It's the little things that matter! Don't be one to underestimate the power of being this nice to a customer; it may not look like it, but it means a lot. Based on a subscriber's or customer's birthdate, you can automate messages with birthday offers and wishes. You can also automate postcards, thank you letters, and more. 

Sending these personalized notes is an effective way to improve the customer experience, reduce churn rate, and bring in more revenue overall. 

Use CRM to Keep Track of all Touchpoints you have with a Customer
Are you aware of all the possible touchpoints you've had with your customers? If not, maybe you should stop now and reconsider gathering CRM information and investing in a Complete CRM. Keeping track of and optimizing customer touchpoints is essential if you want to create a consistent and predictable customer service experience for your customer. Having sales, marketing, and customer service all built into the same system allows you to tie your efforts together. You get a full 360-degree view of the customer - sales conversations, marketing messages they’ve engaged with, customer support questions and inquiries, webpages visited, surveys, webinars attended. All of this information is critical for one, understanding your customers, and two, developing better strategies for connecting and engaging with them this year. 

Use CRM Activities in Your CRM to Assign Follow-ups 
Your customer relationship should go beyond the first purchase. One of the many reasons customers leave is because they buy once without the company making a follow up. 

So what can you do eventually after the purchase to ensure you keep the customer happy? Use CRM to reexamine the customer's progress; how he or she liked the product or service offered. In this way, you will keep your customer engaged and improve your customer retention.

Streamline Your Internal Processes and Customer Experiences
Whereas there are many components to marketing automation, there's one ultimate focus: a smooth customer journey throughout the purchase. However, this is easier said than done.

Marketing and customer relation is made up of several departments, employees, and departments and staying on top of all this can be difficult. Marketing automation offers a way out. 

It allows you to streamline marketing across different channels ensuring a smooth customer experience while at the same time keeping you one step ahead of all the work.

Generate more Leads Today with GreenRope

Green Rope is your one-stop-shop for marketing automation. For more information about CRM and marketing automation contact us today for help.

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