Personalized Outreach in Your Digital Sales Strategy
In B2B marketing, customers today expect more than standard solutions – they want personalized communication, fast service, and a genuine dialogue on equal terms. For your digital sales strategy to meet these expectations, you need a clear data foundation. Only those who understand all relevant information along the customer journey can communicate accurately and generate leads successfully.
Intelligent marketing automation solutions help analyze cross-channel interactions, understand customer behavior, and translate insights into concrete actions for sales and marketing. The challenge: many companies still work with isolated tools and fragmented data. But only an integrated platform enables a 360-degree customer view – without duplicate data maintenance or information loss. This not only saves resources, but also measurably improves lead quality.
The New Dream Team: Marketing Automation & CRM
Marketing automation and a CRM solution – isn’t that one tool too many? In fact, there are many overlaps between both applications. But these overlaps do not lead to duplicated data or extra effort. Instead, systems like EVERLEAD complement each other by connecting existing data in the best possible way and generating real added value. This improves collaboration between marketing and sales – and creates a seamless customer experience across every touchpoint of the customer journey.
What Is Marketing Automation?
Marketing automation solutions automate a company’s entire marketing activities: from the first customer interaction all the way into after-sales. The software independently tracks user behavior and initiates individualized marketing actions based on that behavior. Depending on click and download activity, potential customers may be offered topic-specific gated content – tailored to match their current needs at the right moment.
Marketing automation is therefore particularly focused on repetitive lead management activities – from the first inquiry to a qualified contact, from a sales opportunity to the final deal closure. Automated email campaigns guide leads through the full nurturing process, helping you generate high-quality leads while building a well-maintained data foundation.
This is proven to support sales success, because studies show that 79% of leads generated without marketing automation cannot be converted into sales. With professional nurturing, that performance improves significantly: almost every second company reports better conversion rates and a 20–30% increase in response rates.
Why Do I Need a CRM?
Customer Relationship Management (CRM) focuses on nurturing and improving the customer relationship as a whole – going far beyond marketing and sales activities alone. For example, service teams and product development also use CRM data to create a positive customer experience at every interaction.
Sales benefits as well, because strong customer experiences build lasting emotional loyalty to the company. This doesn’t just turn prospects into customers faster – it turns one-time buyers into high-value long-term customers (keyword: retention marketing).
In addition, sales teams gain access to the full sales funnel by viewing the complete customer history and all related data. This provides valuable insights for managing both current and future sales performance.
Connectivity as a Key Success Factor
A CRM system holds an organization’s accumulated customer knowledge. Marketing automation enables your company to apply that knowledge throughout the nurturing process. But only when both systems are connected via an intelligent interface do marketing and sales gain access to the full data set – and can use it for campaign planning.
This not only improves conversion rates, but also internal workflows: communication between marketing and sales becomes more effective, efficiency increases, and both areas gain transparent access to the full customer database. As a result, less time is spent on data maintenance, and marketing and sales activities can be measured and evaluated using valid KPIs.
When searching for the right marketing automation solution, companies should therefore ensure the software can integrate into their existing system landscape. For example, EVERLEAD – the cloud-based all-in-one solution from ALEX & GROSS Technology – offers interfaces for all common CRM systems such as SAP, Salesforce, or Microsoft Dynamics. This is a key requirement that should be at the top of any software selection checklist.
