Marketing automation is very active again this year.
Since it has been a while since the market became popular, we are also inquiring about replacement projects in various places.
This time, I will explain the difference between
CRM
and
marketing automation
, which have existed for a long time.
What exactly is the difference between marketing automation and CRM?
Just like marketing automation, CRM also has step email and email distribution functions.
Therefore, some of the detail functions may be similar.
However, CRM is a customer management tool and is intended for sales departments.
Marketing automation, on the other hand, is a tool for marketing departments designed to nurture and manage potential customers.
Also, CRM can send emails, but it cannot track customers after sending emails.
This records information such as past activities for customer A, purchase history, and details of business negotiations.
It is an integrated tool to manage and increase customer loyalty (trust).
On the other hand, marketing automation can track the activities and actions of each individual.
This is a tool that allows you to determine how customers behave and what their status is based on the content you send out.
Difference between CRM and marketing automation
CRM and marketing automation should be used together
As I wrote in the previous section, CRM is a customer management tool, and marketing automation is a tool for managing and nurturing prospective customers.
Although the two have similar functions, they are often used in conjunction.
Particularly in my area of work, there are many patterns in which CRM is operated first and then marketing automation is introduced.
By linking these two independent tools, you can use them even more efficiently.
To put it simply, the sales department only looks at CRM, and the marketing department only looks at marketing automation.
Recently, there has been talk that cooperation between sales and marketing departments is essential, but this can be difficult because the goals and KPIs each department has are not necessarily directly linked to sales. .
It would be very easy for the sales department to see prospective customers being nurtured and progressing through the actions taken by the marketing department.
Functionally, CRM and marketing automation are often connected through APIs (application programming interfaces), so they are very compatible.
I think it is an important fact to create a structure in which, by working together, each department achieves its goals, which in turn increases sales.
summary
◆CRM and marketing automation have similar functions, but they are completely different from a design perspective.
◆ Good results can be achieved by working together with the sales and marketing departments and making full use of these two tools.