How does marketing automation differ from traditional CRM systems?

How does marketing automation differ from traditional CRM systems?

Jun,2016 By Smarty Software Knowledge Base

CRM (Customer Relationship Management) systems are a common feature in businesses all over the world, and most of us are now familiar with CRM systems.

However Marketing Automation is a relatively new approach, and one that is often confused with the long-standing CRM systems. However the way they behave, and the impact they have on businesses, differs immensely. Let’s start with the basics:

What are CRM Systems?

CRMs, in their broadest sense, are a set of processes that enable us to manage customer relationships. Coming to prominence as our ability to collect and manage large amounts of data about customers into computerised systems, they filled the gap successfully. Allowing companies to target customers and prospects with actions such as follow-up phone calls, as well as allowing us to schedule meetings, CRMs primary focus is on managing workflow through the sales funnel.

The typical features of a CRM system include:

  • account and contact management

  • opportunity tracking

  • lead scoring

  • task and event tracking and reporting

  • quote managing and estimating

  • email marketing

  • contact histories

What is Marketing Automation?

Marketing automation systems came from the possibilities afforded by online data collection. Thanks to advances in digital technology, customer data is now collected through various channels, such as landing pages, online forms and email communication. And when this data is fed into marketing automation software, this data generates automatic and personalised responses. Primarily in the form of email and personalised web content.

The typical features of a marketing automation system include:

  • lead scoring and grading
  • lead nurturing
  • targeted email marketing
  • hosted and tracked marketing files
  • forms and landing pages
  • website and CRM integration

What is the difference between CRM and Marketing Automation?

Both CRM and Marketing automation essentially aim to do the same thing; collect and manage customer data which is then used to trigger sales and marketing actions. However while CRM comes from a sales point of view, marketing automation software begins with an online marketing focus. Usually there aren’t many differences between CRM and traditional marketing automation – they just come from a difference perspective. However Smarty Software works slightly differently.

Marketing automation systems came from the possibilities afforded by online data collection. Thanks to advances in digital technology, customer data is now collected through various channels, such as landing pages, online forms and email communication.

Functioning more as additional employees than a piece of software, Smarty enables business owners to essentially forget about the day to day runnings of a business and focus on more imperative things, such as face to face meetings and growing a business from the top. With an ‘all-in-one’ feature, Smarty eliminates the need for integration and connections with additional software. Helping to save money and time, Smarty is extremely cost-effective and allows users to:

  • connect to their marketing platform to enable them to send out personalised offers
  • monitor time spent working for each client
  • monitor all client deadlines – which is particularly useful for accountancy firm
  • keep an eye on sales figures
  • help with website effectiveness such as seo
  • chase outstanding payments
  • keep an eye on staff performance

…and so much more.

If you’re a small or medium sized business and are struggling to keep up with the day demands of running a business, discover how Smarty automation can help you.

 

Author: Farhad Reyazat, Founder & CEO, Smarty Software

TAGS: marketing automation software versus crm, marketing automation benefits, track sales and leads with automation


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