CRM Integration is a Key Driver to Accelerate Marketing Automation

Nov. 10, 2011 - PRLog -- CRMs may have to adopt marketing automation technology to satisfy B2B needs.  According to a recent survey by The Experts Bench, a global marketing consulting firm, 40% of companies responding who use marketing automation said that a partnership or the ease of use with their current CRM was a top factor involved in choosing their company’s marketing automation program.  

Jason Kort of Marketing Automation Times says: “To provide an entire marketing suite that helps manage a database of leads, prospects or customers a marketing automation platform should…integrate with CRM.”  According to The Experts Bench survey, only 33% of those companies who use both CRM and marketing automation said the two integrated well.  Adoption of marketing automation technology is expected to increase to 50% by 2015 (source: Sirius Decisions).   “CRM, while important for sales organizations, doesn’t provide the real-time sales intelligence needed to effectively reach, identify, track, prioritize, and nurture prospective customers,” says Tony Tissot, Marketing Director with eTrigue.

David Raab, industry analyst, is quoted as saying, “B2B marketing automation systems will be absorbed into CRM systems instead of operating independently.”  
 
Further results of The Experts Bench Marketing Automation Survey was presented on November 2nd on Talk With The Experts, a monthly marketing talk-show webinar.  Talk With The Experts webinar guests are specialists in marketing automation best practices.  To receive a playback of the webinar, contact Cindy Caldwell, eMarketing Manager of The Experts Bench at 866.775.6810 or marketing@theexpertsbench.com.

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The Experts Bench matches marketing strategy with marketing expertise. Capabilities include Marketing Automation, Program Management, Analytics, Brand Management, Communications, Promotions and Digital Marketing with hourly rates ranging from $65 - $150.