April 7th, 2017
Using marketing automation tools such as Pardot, Marketo, Hubspot and SharpSpring can help drive inbound and outbound campaigns. These systems also provide database functionality and integrations with customer relationship management tools to synchronize activities and deliver personalized content experiences.
Chances are the form you completed to gain access to that white paper or event RSVP is managed by a marketing automation tool. This enables marketers to develop targeted lists that can be leveraged for other nurturing campaigns. The key is keeping these lists tight which can be ever so challenging when your content strategy integrates an array of forms and emails for different campaigns, promotions, newsletters, etc.
If you don’t dedicate time and resources to quarterback the data in these systems, they can easily spiral out of control. Inbound leads from your website need to be vetted and routed to sales. In doing so, they are (hopefully) creating or updating an existing record in your CRM system as part of the follow-up process.
In this scenario, your marketing automation system and CRM solution can easily share the same information but incorrectly list a customer as a prospect (or vice versa) in these respective databases. This can create confusion among users and perpetuate marketing chaos by potentially sending the wrong content to the wrong contact.
I discussed the need for CRM database governance in a post more than six years ago and the same rules apply for marketing automation systems. Both need to share the same nomenclature. Contacts need to be segmented by categories such as suspect, prospect, client or partner. They also need to be tagged by a specific product or service type and by the campaigns they are assigned to.
Spring is here. In addition to garage and backyard cleanups, take the time to update and groom your marketing automation system, and synchronize it with your CRM solution. Removing the clutter will allow you to create more timely and focused campaigns – delivering the right message to the right audience with confidence.