How to Combine Sales and Marketing Automation with Pipedrive CRM

What are the benefits that this ready-made functionality offers?

Better organisation

The use of labels and custom notes allows marketers to keep track of interactions with the lead at any given point. Additionally, all emails and calls initiated and scheduled via Pipedrive marketing automation are recorded onto the deal for future reference.

Streamlined processes

Everything from data collection, contact management, and sending marketing content to pushing customers up the sales funnel can be done from one platform. This means sharing information is easy, and everyone can access everything they need with a click of the button—Pipedrive streamlines inter-team communication and tracking of task progress, too.

Automated emailing

With email integration, automated emailing is easy. You can also craft email campaigns in advance and keep them within Pipedrive until it’s time to send them. 

Pipedrive marketing automation use cases to consider

Pipedrive marketing automation can be used to boost your conversion rates by redirecting your efforts toward higher-quality leads. Suppose you have amassed an extensive contact database. Rather than direct your resources towards emailing contacts at random, you can create a filter that isolates contacts that have interacted with your brand in meaningful ways, thus showing interest in your offer. This helps you create an email template they will find relatable and increase your chances of converting them into customers.

You can also usher in a more personalised approach to marketing with Pipedrive’s capabilities. A CRM software helps you compile customer information, analyze user behaviour, and capture data to be presented in a reusable way. You can leverage reports on such matters to craft better marketing campaigns. Pipedrive allows you to put up feedback forms on your website that directly upload to your CRM database. You can use this to collect information on the type of leads who prefer email contact over phone calls and create more accurate target profiles to market to.

Pipedrive helps your entire team stay in sync over marketing automation and CRM tasks. You can avoid duplicated actions as it is easy to see steps taken by a team member, what is in progress, and what is pending. You can use this to avoid duplicating messages to leads, thus annoying them and skewing reporting on marketing outreach, etc.

The limitations of Pipedrive in-built features

Regardless of the many functionalities that Pipedrive’s in-built features provide, leveraging CRM automation without marketing automation software has its drawbacks. 

Personalised follow-ups

Creating your first email template for a campaign is easy. However, maintaining the same level of personalisation can be tricky with auto-replies when it comes to follow-ups. Each individual might have a different take on your offer, and Pipedrive has limited features to help you prepare for such a scenario.

Automating social media engagement 

Pipedrive CRM also has limited functionality for mass messaging on social media platforms like Facebook and LinkedIn.

SMS automation

The Pipedrive platform does not allow you to fully automate your SMS marketing campaigns to include personalised group texts based on prior interactions with the leads.

Phone and video calls

Although Pipedrive does a good job managing contacts, it falls short in terms of communication tools. You can automate notifications to call a prospect, but you cannot automate the placement of calls or dial in directly from Pipedrive.

How to overcome these limitations

On a strategic/planning level

When it comes to personalisation, the best route is to create a custom approach that considers the client’s information. You can leverage Pipedrive’s custom fields to filter through your contacts to ensure that your auto-reply follow-up emails still resonate with the lead’s interests.

Via Workflows setup

Pipedrive might not allow you to carry out some mass communication efficiently, but you can make the most of its existing customised workflow. You can automate activities that are triggered by the action a lad takes on your website or social media to send them key marketing material before the trail goes cold. This way, less work piles up for you to sort through manually.

Via integrating apps from Pipedrive Marketplace

A valuable trick for solving the issue of features like SMS capabilities is leveraging the appropriate integrations. You can integrate SMS apps and other communication apps like Zoom to initiate such communication from within your Pipedrive. This will make it easier to make that call or send that SMS in time.

7 Tips on best Pipedrive use for sales and marketing efficiency

Get the best of both worlds by integrating your CRM and marketing automation software. Here is how it can change the way you work: 

Personalise your marketing and sales messaging

Your CRM software contains details like the demographics of your leads. In the hands of a marketer, this reduces the guesswork on who to send a certain offer. Reduce the risk of wasting effort and concentrate on prospects with the highest potential. This can also improve your ROI in paid ads as you know who to target beforehand.

Run a realistic lead scoring program

Lead scoring with input from marketing automation and CRM software produces more refined results than each could individually. This makes the process faster and more efficient as it relies on more data to develop a recommendation.

Avoid duplicating effort

Duplicate data entries plague most manual marketing and sales processes, and even it can even pass down to double messaging. This gives your team more work and also annoys potential customers. With marketing automation for Pipedrive, a centralised database for your marketing and sales teams, such errors can be easily picked up and corrected. It also makes it easy to check all interaction history with a contact.

Keep track of deals won

After a deal is won, keeping up with the details during project management in a different workflow can be daunting. You can create additional stages in your sales pipeline to help you keep up with active clients. From there, it’s as simple as applying the filter “won deals” to toggle between looking at sales deals and active client deals in the same pipeline. 

Leverage business SMS for marketing

In addition to email marketing, you can also invest in an SMS app integration to widen your reach. SMS is said to have an open rate of up to 98% and can improve your marketing outcomes.

Link notes/activities from Organisation to Deal, rather than Deal with Organisation

When using Pipedrive, posting to a deal will auto-populate on the affiliated organisation. It currently isn’t possible to post a generic update/note to the organisation, and it auto-populates across all the associated deals. You have to add new information about the organisation to each deal manually. 

You can set up a Zapier integration that automatically copies notes in a custom field you can pin to the deals to cut down on the tedious work.

Use marketing emails as triggers

You can use marketing automation and CRM tools to turn real-time automated emails into lead generation tools by allowing users to opt-in to a demo, newsletter, etc., directly from their mailbox.

Automaly as your go-to expert for all automated processes in Pipedrive

Pipedrive marketing automation is a good move for boosting productivity. It enables you to be consistent in communicating with leads and customers and run efficient sales and marketing processes without needing outside help.

Business app integrations are a key ingredient in Pipedrive workflow automation setup for your sales & marketing teams. As there are so many factors to consider when choosing the right integrations for your business, you will want to enlist the help of automation consultants. Automaly is just what you need.

Automaly is a Pipedrive Premier Partner specialising in SMBs looking to optimise their technology stack with the best-in-class technology, automation, and software integrations. Our team is dedicated to helping clients find the quickest and most efficient way to complete tasks through Pipedrive.

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