NIXSolutions: How To Integrate Marketing Automation with CRM


 Marketing automation is the use of special programs to automatically manage companies and marketing tasks of varying complexity. This is necessary to save labor and time resources. Today, most companies are trying to optimize their business. By automating repetitive processes, they promote their brand faster. CRM is a technology for marketing communications between companies and existing/potential customers. It automates interaction strategies to improve efficiency and quality of services. The interaction between CRM and marketing automation is the use of the best predictive analytics technology and instantaneous processing of big data. This approach takes your business to new heights. It offers context-relevant product recommendations and predicts a particular customer’s readiness to buy.


Main reasons for combined use

Such a merger makes it possible to attract and retain potential customers by providing useful content on time. It’s better interaction with customers through relevant channels that multiplies ROI. By applying the accumulated information about users from the CRM, you can segment your subscriber base. Segments are more effective. They will direct your efforts and product offerings to the right people. It follows that every lead will get the information they need to make a quick purchase.  CRM stores information about all your customers and relationship history. You can use the right software to improve your strategy and analyze the results afterward.

Imagine that a new user comes to your site and subscribes to your newsletter. The system responds and sends them messages with the information they are interested in. If the client opens the messages and clicks on the links, it is likely that at some point they will make the desired purchase. Another feature of marketing automation can be considered personalization. For example, to create an interesting personalized offer for a particular user, personal data alone is not enough. You must be aware of their preferences, including hobbies, place of work, or anything else. This is where automation comes in handy. With CRM, you can quickly gather the necessary information about the consumer. You can competently process the available data and use it for a unique offer. It is desirable to interact with all customers on this principle even if you have a lot of them.

Benefits of integration

Better Data Analysis

Your integration can be successful in achieving important goals. Tracking marketing communications and subsequent data processing lets you know when and what your suggestions were the most effective. Many companies send people email chains created in advance with subscribers’ actions in mind. This is analytics of the moment time with tracking your activity and customer actions based on predictions.

Personalization of Messages

Personalized marketing messages are critical. Many marketers feel they don’t have enough data and knowledge to personalize effectively. This is because companies use multiple systems to store information. The data is stored in pieces in different places and has weak security. A large amount of information is bad for the work of the staff, employees start to get confused and data leakage can occur. When you automate marketing with a CRM, you can pull together all of the possible activities. Thus, different customer information helps in sending personalized messages, focused on:

  •     purchase history,
  •     transactions with a positive and negative balance,
  •     different interests of customers.

In addition, triggered by the behavior of specific customers, messages take into account company data and more. Combine the information in one system. This is good for security and proper control. Any strategy will be more effective, as will the interaction with the customer.

Strategic Selling

Integration contributes to the expansion of the statistical base of customers which is very important for strategic sales and successful development in general. CRM systems allow you to standardize data in one common base. They facilitate the work of the manager, who is engaged in analysis and filling out the necessary documentation. This will help to achieve better results in sales and customer satisfaction. Automation allows you to create unique contextual interactions for each customer. The sales team can monitor the actions a potential customer takes regarding your brand. If the customer opens all emails and is active on your site, it’s a “warm” option. If customer activity is at a minimum level – it’s a cold option.

Two-way Data Flow

Sharing provides data binding, which means better analytical parameters for performance evaluation.  With this data, you can decide on further actions. You can get integrated marketing activity management, dynamic customer profiles, and also:

  •     an optimal process without data loss;
  •     regular flow information without blockages;
  •     no need to track communication with a single customer from multiple locations.

The data in the CRM is constantly updated, due to user activity. As a result, you can send automatic messages to individual groups of segments. This saves labor resources for your company. It may be enough to develop one tactical solution, which will be automated in the platform. You will only need to monitor the system regularly and make any necessary adjustments. People are constantly searching for products/services. The software maintains a working mode around the clock and responds to a particular user promptly by sending your offer.


The vast majority of brands find this marketing integration successful. Let your marketing department know your customers better and interact with them more effectively. Proper integration will help identify the customer through a variety of interactions, concludes NIXsolutions. It will help combine all the information into a quality personal profile. Use powerful analytical tools to process the resulting data to understand what interests specific people. What is relevant to them today, and what can be offered tomorrow? Open up new sales channels and enter new markets, winning in the fierce competition.