Discover in this presentation: - The Benefits of Integration: Integrating your CRM with your marketing automation platform can create a unified view of your customer data, leading to more personalized and effective marketing campaigns. - Different Integration Approaches: We discussed various approaches to integration, including native integrations, third-party connectors, and custom API integrations. - Choosing a CRM Solution: We outlined key factors to consider when choosing a CRM solution, such as AI capabilities, ease of use, scalability, cost, data security, and compliance. - Using Unified Data: We explained how to use unified data for targeted and personalized marketing campaigns, and how this can enhance customer engagement and conversion rates. - Evaluating Integration Success: We identified key performance indicators (KPIs) to track when evaluating the success of your integration, including data completeness and accuracy, close rate, length of sales cycle, customer lifetime value (CLTV), churn rate, customer acquisition cost (CAC), and campaign ROI.

1. Integrating CRM and
Marketing Automation
Unifying Data for a Complete Customer View

2. 20K MEMBERS - 8 YEARS
Our Community

3. www.facebook.com/groups/joinvbout
Join Our Group

4. www.tiktok.com/@vboutinc
Follow our TikTok

5. ⚬ General Intro
⚬ Presentation
⚬ Q&A
Agenda

6. Full Product Video Tour
VBOUT in One Minute

7. The VBOUT Stack
✔MarketingAutomation
✔StackSimpleInterface
✔GreatPrice
✔PremiumSupport
✔Built-inAIandPredictivecapabilities

8. Current Landscape
+AI

9. Defining CRM

10. What is CRM?
• CRM is a technology for
managing all your company’s
interactions with customers
and prospects.
• Complete CRM tools should
manage customer
relationships across their
entire journey, including
powered marketing, sales, e-
commerce and customer
service interactions.

11. CRM Growth
• The CRM market size is estimated
to reach $163.16B by 2030
compared to $58.82B in 2022.
• The compound annual growth rate
from 2023 to 2030 is 13.9% as
shown in the chart.
• Consequently, businesses of all
sizes are increasingly adopting
CRM to unify customer touchpoints
into a single view and enhance the
customer’s experience.
Source: Grand View Research

12. CRM - Marketing
Automation Integration
Benefits

13. Enhanced Collaboration Between Marketing & Sales
• Connecting a CRM tool with a
marketing automation platform
enables the marketing and sales
team to track lead touchpoints
more effectively.
• This allows marketing to track all
early stages of the lead and
target them smarter.
• Once the lead is primed for sales
conversations, hand over that
lead to the sales team.

14. More Personalized Customer Communication
• With data stored across
fragmented tools, sending the
right message to the right
customer at the right time can
be challenging for marketers.
• CRM and marketing
automation simplify sending
personalized messages
based on customer behavior,
enhancing customer
relationships.

15. Unification of Data for Better Tracking
• CRM and marketing
automation integration unify
customers' activities into a
single view.
• This connection enables a
two-way flow of customer
data, preventing silos in
information flow between
systems.
• Tracking all touchpoints in one
place simplifies marketing
attribution.

16. The Different
Integration
Approaches

17. Native Integrations
• Integrates directly between the two
systems without touching code or
using middle connectors.
• This integration enables a smooth flow
of data between the apps, making it
easily accessible to your employees.
• For example, integrating VBOUT with
HubSpot CRM allows seamless data
syncing between both platforms.
Source: HubSpot

18. Third-Party Connectors
• Third-party connectors are software
applications that sync data between
CRM and marketing automation
platforms without custom
development.
• These integrations provides pre-built
actions and triggers based on APIs.
• Tools like Zapier, Pabbly or Integrately
can be used to connect your CRM with
your marketing automation tool.
Source: Zapier

19. Custom API Integrations
• Custom API integrations involve
connecting two or more software
solutions specifically tailored to meet a
business’s unique requirements.
• These integrations offer unique
workflows and address specific needs,
allowing a higher degree of
customization than native or third-
party connectors.
• Custom integrations require a higher
level of technical expertise and
development compared to native or
third-party connectors.

20. The Key Factors to
Consider When
Choosing a CRM
Solution

21. Choose an AI-Powered CRM
• To boost marketing and sales
efficiency, opt for an AI-driven CRM for
more accurate lead scoring.
• Marketing teams can utilize AI-
powered chatbots to engage with their
leads and qualify them.
• AI-driven CRM enables predictive
segmentation, identifying leads likely
to convert and having a high lifetime
value.
• These leads are synced to the
marketing automation platform for
targeted, personalized campaigns.

22. Select an Easy-to-Use CRM Platform
• Choose a CRM with an easy-to-
navigate interface to shorten the
learning curve and enhance
productivity.
• Opt for a CRM with various
customization options that align with
your business requirements and goals.
• Ensure the CRM offers training
resources like video tutorials,
onboarding, documentation, and
dedicated customer support.
Source: Capterra

23. Look for a Scalable CRM
• Select a CRM that grows with your
business.
• As your database and requirements
expand over time, ensure the CRM
allows for upgrades to higher pricing
tiers.
• This approach preserves your data
and avoids the need to adopt a new
platform, preventing additional learning
time for marketing and sales teams.
Source: Zoho CRM

24. Take Budget into Consideration
• Consider upfront costs associated with
your chosen CRM tool.
• Evaluate whether your preferred
pricing plan includes additional
benefits and covers extra costs like
training, implementation, and support.
• Note that custom API integration may
incur higher development and
maintenance costs compared to third-
party connectors or native
integrations.

25. Be Aware of Data Security and Compliance
• Assess the data security provided by
native integration, third-party, or
custom API CRM solutions.
• Ensure the chosen solution complies
with relevant data protection
regulations and safeguards sensitive
customer information.
• The CRM solution should be
transparent about where your
customers’ personal data is stored.

26. How to Use Unified Data
for Targeted and
Personalized Marketing
Campaigns

27. Segmentation and Targeting
• Consolidate all integrated customer
data into your marketing automation
platform to build accurate customer
profiles and segments based on
demographic, behavioral, and
firmographic data.
• Effective segmentation creates more
targeted and personalized marketing
campaigns for each segment.

28. Personalized Content and Offers
• Use unified data to create
personalized marketing messages and
campaigns based on individual
customers’ interests, previous
purchases and browsing patterns.
• Leverage this data to create dynamic
content and landing pages that align
with the lead’s profile, resulting in
higher engagement and conversions.

29. Automated Trigger-Based Campaigns
• Implement automated workflows
based on specific actions, such as
browsing behaviors, reaching a lead
score or changing a value in the CRM.
• Automating these trigger-based
campaigns allows for timely and
relevant communication, increasing
the effectiveness of your marketing
efforts.

30. Cross-Channel Automations
• Deliver personalized messages across
various marketing channels, including
emails, SMS and web push
notifications.
• Sync leads based on behaviors to your
Facebook or Google audiences for
retargeting with personalized ads.

31. Predictive Analytics
• Use AI-Powered predictive pipelines,
available with some tools, to analyze
the integrated data, including
demographics, behavioral patterns,
purchase history, and engagement
metrics.
• Use these tools to anticipate a
customer’s likelihood to make a
purchase or churn, enabling proactive
and targeted marketing messages.
Source: Graphite

32. The KPIs to Evaluate
CRM Integration Success

33. Data Completeness and Accuracy
• Track the percentage of complete and
accurate customer records across
both platforms.
• Ensure comprehensive data mapping
by identifying fields to sync and
implementing field validation rules for
consistency and format adherence.
• Conduct periodic audits of customer
records manually or via data quality
tools to detect duplicate records or any
missing information.

34. Close Rate
• Close rate refers to the conversion
after implementing the CRM
integration.
• Compare your close rate for the 6
months before the CRM integration
with the 6 months after.
• A higher close rate after
implementation indicates that your
CRM integration is performing well and
positively impacting your business.
Source: Zendesk

35. Length of Sales Cycle (Lead Velocity)
• This metric measures how long it
takes to qualify a lead from the first
conversation with your sales team.
• An effective CRM system and process
can shorten this cycle, helping to sell
more in less time.
• Calculate lead velocity by subtracting
the number of qualified leads for last
month from the qualified leads for this
month, then dividing the result by the
number of qualified leads of last month
and multiplying by 100.
Source: Marketing91

36. Customer Lifetime Value (CLTV)
• CLTV measures the revenue
generated by a single customer
throughout their lifetime with your
business.
• A successful CRM integration can give
you full visibility over the CLTV, AOV,
CV and more.
Source: Delighted

37. Churn Rate
• Churn rate measures how frequently
customers leave your business.
• Churn can occur when customers feel their
needs are ignored or when they
experience poor customer service.
• A CRM solution helps address customers’
needs by sending personalized messages
based on their behavior.
• Examples of personalized campaigns
include rewarding customers for reaching
certain lifetime value milestones or
requesting their feedback.
Source: G2

38. Customer Acquisition Cost (CAC)
• CAC represents the total sales and
marketing expenses required to convert a
lead into a customer.
• CAC is calculated by dividing the total cost
spent on acquiring customers by the total
number of customers acquired.
• Adopting a successful CRM solution helps
reduce CAC by targeting qualified leads
and automating marketing and sales
functions.
• This approach leads to closing more deals,
saving time and money for your business.
Source: Qualtrics

39. Campaign ROI
• Measure the Return on Investment (ROI)
for marketing campaigns launched using
integrated data.
• Compare the ROI over a certain period
after CRM implementation with the ROI
before CRM adoption.
• A higher ROI after CRM implementation
indicates successful integration.
• ROI is calculated by dividing the net profit
by campaign costs and multiplying by 100.
Source: Sayvee Creative

40. Future Of CRM With AI

41. Future of CRM with AI
• Predictive pipelines and lead scoring
made easy.
• AI-enriched customer profiles where
the customer details and historical
engagement are ingested into an AI
model for an optimal learning.
• Hyper personalized one to one
messaging and conversations.
• AI-powered Chatbot that customizes
conversation based on profiles.
• Fully automated AI-powered pipelines.

42. CRM Tools for Integration
with Marketing Automation

43. CRM Tools for Integration
• Apps & Integrations - link
• VBOUT API - link
• Salesforce CRM integration– link
• Native HubSpot CRM integration – link
• VBOUT help documentation - link

44. Book Your Demo
BOOK YOUR PERSONALIZED DEMO TODAY!

45. Full Product Video Tour
VBOUT in One Minute

46. Thank You
Stablediffusionweb.com
Image of a cat sitting at a computer, wearing a pair of glasses and using a CRM
CRM