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Marketing Automation What’s The Difference Between CRM and Marketing Automation Software?
Do you remember the day when someone first told you that Great Britain and England weren’t actually synonymous? People often have a very similar reaction when they realize that CRM software and marketing automation software are different. Salesforce, a leading CRM software provider, defines CRM as, “a strategy for managing all your company’s interactions with current and prospective customers”.
On the flip side, Marketo, a leading marketing automation software provider, describes marketing automation software as a system that, “allows companies to streamline, automate, and measure marketing tasks and workflows”. While marketing automation stores similar information as a CRM, such as your leads’ contact details (email, address, phone number, company name, job title, etc.), that’s about all they typically share.
Marketing automation allows you to follow a prospect’s top-of-funnel activities, such as when they visit your website, open an email, read your blog, or fill out a form. The ability to easily segment prospects into the appropriate mailing lists based on their past interactions with your company or their interests and preferences. Lead nurturing functionality, which allows you to automatically send triggered emails at the time when a person is most interested in your product or service.
Once a campaign has ended, the system generates analytics showing how successful the campaign was. In other words, marketing automation helps to foster leads and get them ready for the sales team. Sales and Customer Service teams use CRM data to optimize one-on-one interaction between the company and the customer to increase sales and customer satisfaction. Sales personnel can see where a customer is in the sales process and help them close the deal.
Your business can offer targeted promotional material that’s more likely to lead to a sale and build good faith between you and your customer. When speaking to a customer, you can have a full picture of who they are and their history with your company, helping to make the conversation as personal and successful as possible. Many CRMs can also sync with social media outlets so you can keep track of which outlets are leading to the most traffic and what people are saying about your company.
The system can send internal alerts when a call is scheduled, when a client’s account is set to renew, or even when a customer’s birthday is coming up so that your sales and service reps know to reach out. Simply put, CRM systems help to secure sales by making the sales process a more personal experience for the customer.
So while CRM and marketing automation systems may look like the same thing at first glance, they cater to different roles in an organization, and their differences make them more valuable to the unique teams they serve. But you may be wondering, why would we track half of the prospect’s’ interactions in one software system (marketing automation) and the other half in another system (CRM)? Most marketing automation solutions allow you to sync your data with your CRM, so that all of a prospects’ activities are accessible through one solution. Additionally, many CRM companies have developed or acquired marketing automation software, so there are a handful of systems that include both all in one system.
So, that’s the guide to the difference between CRM and marketing automation software! Abigail Justen is a software analyst at Capterra, a company that loves connecting buyers and sellers of business software. CRM and Marketing Automation Software will rather be the same in meaning when it would ever come something that will overall attain good gains to any enterprise; absolutely inevitable tools.
For companies that can’t decide on how to kill all the birds with one stone, it’s good to know that most of marketing automation functionality can be supported within a CRM system too!


Join our software expert blogging community, learn more about our editorial guidelines, and propose a topic you'd like to write about. As someone who works for a construction company, it’s nice to see people take the marketing portion of our specific industry so seriously. Be sure to subscribe to our blog and check back often – we try to collect survey info on the construction industry from hundreds of professionals on a regular basis. Although I think my future firm will have a marketing department, it will still help me to know more about this topic. Many new realtors will quickly lose enthusiasm when they encounter their first major roadblock, or waste money by spending too much on marketing before they had properly built up their business, only to find that they ran too hard out of the gate and didn’t keep anything in store for the long haul. Real estate is a business, and if you want to succeed, you can’t do it without a proper business plan. In order to get ahead of the game, you need to seek out real estate training from an experienced and trustworthy mentor.
The best way to set yourself apart is to create a brand for yourself that shows that you are different from any other agent in your area. If you don’t know the ins and outs of important details like disclosures, transaction terms, legal issues, and housing laws, then make sure you take the time to brush up before you start making contact with clients. This kind of freedom can be liberating, but it can also lead to a lack of productivity, and a loss of income.
As a new realtor, this approach is invaluable, as your first few customers can make or break your real estate career. Sure, it sounds simple, but more often than not, Realtors forget about the importance of finding new clients once they start to achieve a certain level of success. Learn more advanced marketing and business strategies used by Top Realtors in our free eBook chapter. Finally though, someone explained to me that my mistake was completely understandable and actually very common. Primarily, CRM software is sales-focused, while marketing automation software is (aptly) marketing-focused. A CRM system saves information such as a customers addresses, names, phone numbers, and interactions with the company.
Marketers commonly use marketing automation software to schedule and track marketing campaigns, especially email campaigns and mass business to customer communications. You can also schedule a series of emails in a “drip” campaign, so that your company stays top-of-mind with prospects. Once the lead has progressed through to the bottom-of-the-funnel and become a qualified sales lead (and eventually a customer), that’s when companies typically start to track their interactions through a CRM. Many companies sync the information both ways so that their marketing team knows what’s going on in sales, and their sales and customer service teams know the history that marketing has had with a particular prospect or customer. If you’re still stuck with deciding whether your business needs a CRM, Marketing Automation, neither, or both, now you know the difference! I would really love to see more examples of the software, and would really love to see an information on ERP software. Technically defining, CRM will be like more concentrated on information and followups performed concerning the customers. For example, everything that falls into lead management (lead segmentation, personalized email marketing, lead nurturing, analytics) can be activated within CRM software through either in-built tools or customization, depending on how complex requirements are.
Be sure to check out our Professional Certification program for construction marketing professionals.
The best way to figure out which real estate company is right for you is to conduct some local research to find out which companies have won the most awards, which have the strongest marketing infrastructure in place, and which will offer the type of management support that you need in order to build your career. You might understand all of the financial details of making sales, but there’s no match for insider knowledge when it comes to tracking down leads finding actual buyers. Not only does this type of claim demonstrate a lack of credibility; it also demonstrates that you lack the type of specific expertise that most potential clients are looking for.


But it’s not enough to simply sell yourself as an expert in general real estate knowledge.
The best way to maintain a high standard of productivity is to set goals for yourself and establish a routine that will help you manage your time effectively. If you treat them right, they could turn into the best salespeople any business could ask for. You could be swamped with clients one day, and then find a week later that all of your business has dried up. Great Britain is comprised of England, Scotland, and Wales, so England is just one part of Great Britain. At face value, both seem to be the same thing (like Great Britain and England), but they serve two distinct purposes. Look to your sales funnel to see where you have the biggest challenges to help guide your decision. Whereas, marketing automation tool will go with measuring company’s well-organized hierarchy to manage promotional activities – to escalate its progress; nicely detailed facts, appreciate!
I was looking at one of the blogs your fellow analysts wrote and I think the name she uses, CXM is more what these solutions today are. It’s not so much of a crm but more of a marketing automation tool and lead tracking which helps my marketing efforts. You can’t really say most effective initiatives when some firms may not have even tried some of these. Seek out someone in your office who has already had significant success in your area, has a similar professional style to yours, and is open to doing some learning of their own. You should set aside time each week to perform important tasks like cold calling, building client relationships, and looking after your marketing plan. You need to be constantly seeking out new leads, even when it feels like you already have too many, in order to ensure that your real estate business is successful not just today, but tomorrow, next week, and ten years down the road.
Typically, small businesses begin by adopting a CRM to optimize the bottom of the funnel and close more deals, and then as they grow and invest more in marketing, they select a marketing automation system that will integrate with their CRM. We know that selling properties is complicated business, and that earning a huge annual income isn’t something you can achieve overnight. You need to have a clear idea of how you are going to find prospective clients, how you will catch their interest, and how you will turn that interest into sales. A good mentor-student relationship can be of benefit to both parties, so don’t be afraid to ask for help from someone you respect and admire. Demonstrate that you know your stuff by giving out handouts like homebuyer’s guides and market information pertaining to your niche in order to build up your reputation as an expert in your chosen area of specialization.
If you don’t, these tasks could get left by the wayside and your business could seriously suffer.
So in order to help you get your new real estate business off to a running start, we’ve put together a list of 10 killer tips for new real estate agents. In order to truly sell property like a pro, you’ll need to build a personal brand that out-shines the brand of the agency you work for. It seems to me that some of these numbers are low because some firms don’t even do them.
Additionally, I’d be curious how some firms measure the effectiveness of some of the items listed.



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