Which apps do you use to support your marketing activities?
Most teams collect and use data in their CRM as well as multiple marketing apps like an email marketing tool and automation software.
With these apps you can optimize processes, generate more leads and run effective marketing campaigns.
However, do they work together and share data about your marketing leads and customers, or do they work in silos?
If there is one thing that you take away from this post, do it this way:
Your marketing apps are strong independently, but they are strongest together.
As a marketer, syncing your CRM with your marketing apps is most effective.
This synchronization has the potential to enrich data in your marketing platforms, expand the possibilities for segmented and personalized communication and increase performance. It also sets you up for targeting sales.
Fortunately, it has never been easier to connect your CRM to your marketing apps via iPaaS (Integration Platform as a Service).
This connects your company’s business tools and lets data flow to the right places instead of stagnating in silos.
Read on to get our rundown on how to easily connect your CRM and marketing apps.
Reasons to connect your CRM and marketing apps
When you have an unconnected marketing stack and your tools don’t work well together, you can spot some of these common problems:
- You are struggling to find the most up-to-date and reliable marketing data.
- There isn’t even any reliable marketing data.
- Your data quality will be affected by duplicate contacts.
- Your apps have data gaps or conflicting information.
- Your sales team is complaining about lack of understanding of leads.
- You need to export and import CSVs repeatedly to get a complete picture of your customer data.
Your marketing stack looks like this, with your data firmly anchored in each app:
To fix these issues for good, your apps need to communicate with each other in a two-way sync. You can choose how you want to sync information fields between apps to ensure that every contact property is correct in every app.
This is different from most of the native integrations offered by your apps in that it creates a two-way, highly customizable sync.
By connecting your CRM database and your marketing apps, you can:
- Create the most individual email campaigns and workflows with segmentation data from your CRM.
- See the latest data in every app and keep a 100% updated email list.
- Avoid duplicate contacts.
- Make sure that the subscription status is immediately visible in all apps.
- Fix and avoid data silos between teams.
- Stop relying on CSVs for contact management.
- Deliver real-time marketing-qualified leads to your sales team in the app that’s best for them.
With effective syncs, your marketing stack looks more like this:
Much better right?
Tips for syncing data between CRM and marketing apps
With integration tools like two-way sync, you don’t need any special technical knowledge to start connecting data in your CRM and marketing apps.
To get the best results, here are some of our tips:
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Create a two-way sync if you want to keep the same data in both apps and update all changes in real time.
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Sync tags, labels and list memberships between your apps for the best segmentation and personalization in both apps.
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Clean up your data between connecting your apps and follow our guidelines before syncing.
