Why integrating your digital marketing and CRM applications is so important

Customer relationships are the backbone of any successful business and maintaining these relationships should be an integral part of a sound digital strategy. Customer relationship management (CRM) systems are powerful applications that can streamline and simplify a wide range of customer interactions and activities, and a major draw of CRM is the ability to automate tasks and establish a flourishing contact book of customers, prospects, accounts, and more. CRMs are powerful tools for automation and record keeping, but did you know that they can also take on a bulk of digital marketing activities too? Finding an all-in-one CRM solution can drive success and help teams exceed expectations, all within a single workspace. 

Here are some reasons why you should integrate your digital marketing activities into a CRM system, plus a few of the ways that Dynamics 365 Marketing and Dynamics 365 Sales are the perfect solution.  

Key features of a CRM system

The marketing landscape is a vast one, and the ever-changing landscape of digital marketing means that marketers need an adaptable toolbelt that can help them navigate multiple channels, campaigns, and databases while juggling multiple teams, reports, deadlines, and more. Sounds tricky, right? The good news is that complex data and marketing processes don’t need to be difficult. Using the right CRM system can simplify high-level tasks for completion without expending precious brain power, so users can zoom into microscopic details without losing sight of the bigger picture.  

Systems should be relatively intuitive and easy to use to best allow users to multitask without losing crucial details or getting lost in a complicated interface, all while offering a host of tools to prioritize, delegate, and triage tasks as needed so workflows are uninterrupted and efficient—no more wasting time on low-priority busywork or tasks that are better suited for someone else altogether. CRM keeps necessary information organized so those who need it can access it at any time with minimal bumps in the road of productivity.  

CRMs will come with a variety of built-in tools and functionalities that can function as is, so if an out-of-the-box system works for you, then that’s great! But if that isn’t the case, don’t fret, as many systems will have features and tools that can be customized and scaled at every level to cover the complete scope of each user’s needs. Equipping just the right people with all the right capabilities can enhance productivity, build capacity, simplify the sales pipeline, and promote cross-team and cross-department collaboration—all in one unified hub.

Why a CRM system should be an all-in-one solution

With a good CRM system, users should find an all-in-one solution that keeps valuable data and information organized in one application, so nothing gets left behind. Using multiple platforms for different activities (think email marketing platforms) could mean that crucial information like mailing list hygiene is updated in one place but isn’t universally accurate. Using CRM for marketing activities keeps customer data all in one spot instead of spreading it over a multitude of apps, software, and systems, which helps ensure data is always consistent and accurate. An investment in data hygiene is an investment in overall business success.  

Users can also expect improved performance thanks to a variety of productivity and automation tools that take care of mundane, repetitive tasks so time can better be allocated elsewhere. When tasks are centralized, users can focus on developing and nurturing leads, running campaigns, and closing sales instead of travelling between a multitude of platforms to find information or run reports—and CRMs offer a variety of automation tools that make marketing easier and less time consuming, so users can find more opportunities and better capitalize on them by using consistent, quality, and personalized content. Key marketing activities like email campaigns, social media posts, landing pages, and forms are easy to create and deploy within a CRM system, and backend tools like reporting and analytics keep track of KPIs and engagement metrics to keep teams on track to hit targets and deadlines.  

An easy to use and centralized interface can help keep marketing and sales teams on the same page, which promotes better handoff between the two to make the most of cross-team efforts and drive success.  

Benefits of integrating digital marketing into CRM

Savvy marketers know that the best marketing strategy is one that doesn’t settle for cookie-cutter solutions and instead puts time, care, and effort into cultivating customer relationships. Knowing how and when to control the pace of marketing efforts is an invaluable skill that can help differentiate between when to send out targeted emails with laser focus over slow and steady tactics like drip campaigns or ads to be passively viewed on social media platforms. Disciplined technique is what sets apart good marketing strategies from great ones. 

So, how can you use CRM marketing tools to reach your target audiences? The best way to leverage the application is to make it work for your business. Investing time into complete and detailed customer profiles will pay off down the road when marketing efforts are able to pinpoint just the right content that really packs a punch. Going the extra mile with personalized content allows you to interact with prospects and longtime customers on a personal level which boosts impact, retention, and satisfaction. Not to mention comprehensive contact records can be used across marketing materials and campaigns, segments, mailing lists, and more so consistent messaging is utilized throughout your cross-channel presence.  

Keeping records and marketing materials in a CRM system encourages consistency since content can be created, managed, and disseminated all in one spot. Marketing and sales teams can move away from outdated one-and-done outreach efforts, and instead pull from existing records to keep track of the best way to stay connected with every customer when it matters most. Marketing isn’t a standalone effort, and CRMs allow users to access information and outreach materials, so every part of a team has a complete view of prospects, leads, and customers to create long-lasting relationships with a high payoff.  

Benefits of using Dynamics 365 Marketing

Dynamics 365 Marketing is a robust business application that provides world-class, cloud-based solutions for SMB and Enterprise levels. There are a variety of app packages that are all scalable, meaning businesses can find a subscription level that meets goals without skimping on quality or worrying about overspending on unnecessary features. Microsoft products are designed to work well together, so users can expect savvy integrations that allow for a comprehensive approach to marketing, sales, relationship management, and customer service. Dynamics 365 applications offer mobile options which allow users to take critical information and business functions wherever the day may take them.  

Dynamics 365 customer profiles allow users to create and access records with a 360-degree view of customers with information like past interactions, support queries, segmentation, personal attributes, and more, which allow for highly customized campaigns, outreach, and customer journey experiences. Other hard-hitting features include event management, built-in reporting, lead management, scoring models, and real-time marketing tactics, as well as actionable insights powered by AI and machine learning capabilities.  

The bottom line

Using a CRM system packs a serious punch in terms of its ability to help sales and marketing teams find and engage potential customers, qualify more leads, drive marketing efforts, and keep data records accurate and consistent—all of which allow for better relationships with customers so they stay around longer. A good CRM system is a powerful tool that can transform everyday business function and aid in a variety of activities ranging from marketing campaigns, lead generation, data reporting, and segmentation with minimal grunt work on the backend so teams can work smarter. Teams are encouraged to collaborate and make the most of time, energy, and resources to ensure the success of joint sales, marketing operations, and customer relations efforts. The right system can be a major factor in this success.