Are your marketing and sales processes on speaking terms? Or is it a case of “the right hand doesn’t know what the left one is doing?” Marketing automation and CRM are two of the highest-impact applications senior living companies can use to boost their productivity and sales. Here are seven reasons why these two systems should work together.
1. Improved lead identification and follow-up
Are your sales teams spending too much time on low-quality leads while not following up on high-quality ones? This scenario is common when marketing sends leads to sales, but there is no reciprocal communication, so marketing never knows if those leads pan out. By integrating marketing automation with your CRM, you improve how your teams communicate, which will result in better leads being sent to your sales team.
2. Better lead scoring
Another strategy for identifying better leads is lead scoring. Marketing automation software automatically scores leads depending on various behaviors, such as how they interact with your website. The sales team can use this information to identify top prospects and learn more about those prospects' needs before making direct contact.
3. Personalized marketing campaigns
Effective marketing is about reaching the right audience in the right way at the right time. When you integrate marketing automation and CRM, your marketing department has the information it needs to target specific customers and customer segments with personalized messages. This is an essential component of nurturing leads that are already in your pipeline.
4. Engagement across multiple channels
Today’s consumers interact with senior living companies in a variety of ways -- through phone conversations, via email, online, on social media. To make things more complex, the customer base consists of both prospective residents and their families. Combining marketing automation with CRM enables senior living sales teams to better engage with these different audiences using their preferred channels.
5. Better referral management
Referrals result in a higher appointment ratio than all other methods of inquiry except call-ins. By integrating your marketing automation and CRM systems, you can ensure that these valuable lead sources are well nurtured throughout the sales process.
6. Improved marketing campaigns
When marketing and sales become separated, it is difficult to draw a direct line between specific marketing campaigns and sales results. With integrated marketing automation and CRM, it becomes much easier to determine which campaigns are most effective at driving sales. Using this knowledge, you can ensure you are allocating your resources into campaigns that work.
7. More marketing reporting and metrics
A 2011 study by the Pedowitz Group and the Lenskold Group found that integrating marketing automation and CRM lead to increased reporting and forecasting metrics. Specifically, marketers who used integrated systems were much more likely to report performance and financial metrics and also forecast metrics. The benefit of this increased reporting is more insight into the current state of your community as well as more accurate predictions for the future.
What it all boils down to is this: When you integrate marketing automation with CRM, both your marketing and your sales teams can do their jobs better.
And that directly affects your bottom line.