Integrate your sales and marketing tools to improve conversion

Marketing and sales have always gone hand in hand, but the digital tools available to modern marketing and sales teams make collaboration between the two disciplines easier than ever.

In an article for HubSpot, Brian Zang, then VP sales and marketing at ShopKeep, argued for greater collaboration between sales and marketing. He said: ‘It’s not a marketing funnel and a sales funnel – it’s just the funnel. Stop ‘tossing leads over the fence’ or ‘handing them off’ to sales.’

Marketing automation software, which can be integrated with tools like Salesforce, makes collaboration easier. By integrating marketing automation and Salesforce, you create a seamless journey for the people who engage with your brand. Below, we’ve provided a few tips for the implementation of a marketing automation system that complements your sales offering, as well as advice for integration and getting it off the ground.

Here are our four top tips:

1. Choose the marketing automation tool that’s right for your business

Whether you choose HubSpot, Marketo, Eloqua or another system, communications and sales must first decide what’s required from the platform, as well as what they hope to achieve. Go in with a clear idea of your business goals and what you expect to gain from marketing automation, on both a small and a large scale.

2. Think about the interaction between marketing and sales

Once the system is in place, you’ll need to think about how you’re going to collect and nurture leads, taking them from Marketing Qualified Leads to Sales Qualified Leads. Your new systems bring you one step closer towards improved communication between marketing and sales. Just make sure that you allow for the two-way handling of leads between the two teams – the flow is circulatory, not linear.

3. Be vigilant when assigning leads

You’re all set up with marketing automation and Salesforce, and the leads are rolling in. This is where data management becomes particularly important. In a properly set up system, it should be clear who’s responsible for a lead, as well as the status of your business’ relationship with that person.

4. Keep at it!

Implementing your software is just half of the battle. Though you’re all set up to nurture high-quality leads, you’ll need to stay on top of your new processes. Use your integrated software to deliver tailored and specific content to the right people at the right time, while using insights from the platform (and from sales) to identify what works and what doesn’t.

Continue to nurture leads with thoughtful content, and monitor results. There are plenty of new insights to be gained from the raft of valuable data that’s now available to you via your marketing automation platform. With this in mind, you can shape your strategy based on these findings, nurture high quality leads and meet your business goals.

To find out more about integrating marketing automation with Salesforce, read our free eGuide.