Integration of your CRM with your sales and marketing strategies can help to drive leads, support business growth and give you a better understanding of your customers.
The customer relationship management (CRM) system is an essential part of how any business can bring in new customers and retains them. However, like any part of an integrated sales and marketing strategy, it works best when it’s part of a comprehensive strategy rather than operating in isolation.
One of the best ways to do this is to connect directly to where your potential customers are active – namely your website. Integrating this software with your website brings together two fundamental elements of your marketing function. This helps deliver a higher-quality experience to your customers and makes life much easier for your sales and marketing teams.
What is CRM integration?
Integrating your CRM system directly with your website means connecting your CRM directly with your website’s content management system, allowing information to be shared directly between the two with no need for manual intervention.
If your website and your CRM are integrated, every time a customer takes an action on your site – such as making an enquiry or communicating with your customer service team – it will be logged and automatically added to their record in your CRM.
This allows sales teams to get an instant alert about new prospects and returning customers and what they are interested in.
CRM integration can make a big contribution to your understanding of your customers – and consequently your ability to serve them effectively – because you have an up-to-date, constantly evolving picture of their needs, expectations and pain points.
Why you should consider a CRM integration
Having a real-time, comprehensive picture of your customers offers a wide range of benefits to your business. This gives you a better insight into their behaviour and how it compares to other customers, allowing you to develop a much more rounded profile of your customer.
This can include identifying what marketing techniques they’re likely to respond best to, how much they’re likely to spend and what their expectations will be.
Other advantages you can gain from integrating your website with your CRM include:
- Avoiding the ‘silo’ effect of different individuals and teams having access to different customer data and failing to share it with others in the business.
- More sales opportunities, as leads whose activity on your website shows a willingness to buy will instantly be flagged in your CRM.
- Less time spent on admin and data management, since customer actions and communications are automatically logged in your CRM, eliminating the need for manual entry.
- More efficient lead nurturing, as customers can be quickly directed to the most suitable person or team to make contact, and your sales team will already have key information that allows them to tailor their messaging accordingly.
Axonn offers support
If you’re keen to start seeing the benefits of CRM integration, or you have some questions about the technical side of the process, Axonn can help you find the answers.
We have extensive experience in helping a wide range of clients with both the technical and creative aspects of their marketing.