The technologies your business uses are a key factor in its success. A good marketing technology (martech) stack has many important components, but one of the most valuable may be your customer relationship management (CRM) platform.
CRMs offer a central location for storing customer data, enabling you to personalize how you nurture leads based on their information and where they are in the customer journey. Although typically thought of as a sales tool, CRMs can play an important role in marketing as well. Plus, integrating your sales and marketing platforms and combining your data helps you enhance the entire user experience and make your sales and marketing processes more efficient.
Let’s explore the role a CRM can play in an effective martech stack.
A marketing technology stack, or martech stack, is the collection of software tools and platforms a company uses as part of its marketing efforts. These tools are used to manage marketing processes, enhance efficiency, and track results. Integration is a key factor in the effectiveness of a company’s martech stack.
A customer relationship management system, or CRM, is a tool businesses use to manage their interactions with prospects and customers and enhance these relationships. These platforms serve as a central repository for customer data and help businesses leverage this data to manage their pipelines, automate their sales and marketing processes, and collaborate across teams. CRMs typically include features like contact management, pipeline management, sales automation, and more.
Using a CRM provides many benefits to businesses across sales, marketing, and beyond. These benefits include:
A CRM is an essential part of any marketing tech stack, but there are many other important elements as well. Here are some of the tools most commonly included in effective marketing tech stacks:
You can do a lot with a CRM on its own, but when you integrate it with a full marketing tech stack, it becomes even more powerful. When you combine your CRM with the rest of your martech stack, you gain an even more holistic understanding of your customers and their buyers’ journeys.
A CRM provides a central location for data about your customers and interactions. With an integrated tech stack, you can integrate your customer, sales, and marketing data even further. You can send sales, revenue, and customer data to your marketing and send data from your marketing campaigns to your CRM. This helps you create a more holistic and efficient customer journey.
A martech stack that’s well integrated with a CRM also enhances collaboration between various departments, including sales, marketing, and customer support.
Here’s a closer look at some of the more specific capabilities you can get when you integrate your CRM and martech stack:
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Having the right tools in your martech stack is one important element. To get the most out of your marketing tools, you also need to integrate them.
To make the most of your integrations, work with your CRM provider to choose the best integration method for your needs. It’s also important to plan what you want the integration to do and why so that you can tailor your setup to help you meet your goals.
Here’s a look at four common approaches to integrating your CRM and other martech tools.
Native integrations are existing integrations that are built directly into your CRM. These integrations are easy to set up since your CRM or marketing tool has already created them. Native integrations only exist for certain tools, but you may be able to request new ones if the platforms you use don’t yet have the built-in integrations you’re looking for.
If you or someone on your team has development skills, you can also create your own custom integrations using an application programming interface (API). This option lets you connect nearly any two tools and offers the most customization potential. However, it does require more time and effort than other methods.
You can also use connector software such as Zapier to simplify the integration process. These connector tools serve as an intermediary between software and allow you to connect them without custom code. While these integrations are not quite as customizable as fully custom ones, they still open up a huge range of possibilities for integrating your martech stack.
The easiest method for integrating tools in your marketing technology stack is using software that already contains multiple tools. For example, you might use a CRM with built-in email marketing. Since you’re using several tools built right into the same platform, the integrations are seamless and require no setup.
The tools your marketing team uses—and how well those tools work together—are an essential ingredient in the success of any business.
Your CRM plays a vital role in creating an effective tech stack, so it’s important to choose one that has the features, support, user experience, and integration capabilities you need.
With Nutshell, you get built-in marketing tools like Campaigns for email marketing and Landing Pages for custom landing page creation. Plus, we offer extensive built-in integrations and additional integration capabilities through our AppConnect feature.
Nutshell can also help you take your CRM and martech integration even further through our partnership with WebFX—a top-rated digital marketing agency. WebFX’s revenue marketing software, MarketingCloudFX, offers a range of tools to help you measure your marketing campaign success and use your data to improve your marketing performance.
MarketingCloudFX integrates seamlessly with Nutshell so you can connect your CRM and marketing data to improve tracking and reporting and leverage your CRM data to enhance your marketing strategies. Learn more about how Nutshell and MarketingCloudFX work together below.
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