Best Practices for Using Marketing Automation Platforms Without a CRM Connection

How to Leverage Email to Support an Active Sales Team –  Part 2

Today, many companies face the dilemma of not being able to fully automate a connection between a CRM and marketing automation platform.  However, that should not interfere with the ability for sales and marketing teams to collaborate and bring efficiency to the sales process.  

Manually syncing the CRM data to your marketing automation data on a recurring basis can provide a lot of value to inform and engage the sales process.  

Best Practice: 1

Determine a reasonable frequency for manually updating CRM Data

Before planning any program, it’s important to evaluate the data you have available, and set realistic expectations for updating.  

Manually updating information out of your CRM or sales program and importing it into your email or marketing automation software facilitates on-boarding, nurturing and re-engagement email programs, and more!

Best Practice: 2

Develop email programs around your consolidated data

Utilizing a weekly manual list export from CRM that updates Email/Marketing Automation data that contains:

  • Basic Profile information– name, company, email address
  • Activity- last activity date, status, last purchase date
  • Type of customer- lead or customer, market segment

This data is enough to support and separate between:

  • New lead email messaging series
  • All leads and customers messaging series
  • Re-engagement series
  • Post purchase series
  • Topic of interest series
  • Event and webinar invitations

Best Practice: 3

Support the sales process with consistent messages that require immediacy

Confirmation emails are an example of the types of emails that can support the sales process and re-engage the lead.  These messages typically have a very high open rate, and they arrive at the point where a lead is the freshest.

Use confirmation emails to encourage customers to continue engaging with your brand by including information on related products, recent blog posts and how to get support.

  • Best: Connect your website with your marketing automation software and send your email confirmation through your marketing automation program.  This allows for email result tracking and is a way to tell if the email is a valid email address or not.
  • Better: Send your confirmation emails through your website.  This is an ok solution but you lose all report and tracking abilities.
  • Suitable:  Some sales programs and CRMs have an email component that can be used for confirmation messages.

Best Practice 4:

Study and analyze online behavior

If your marketing automation program is linked to your website visits you can add triggered messages:


  • Triggered email message (and salesperson alert) when a lead or customer visits the pricing page of the website more than once within a week’s time.
  • Triggered alert to a salesperson when one of their leads/customers responds to an event invitation or downloads a key piece of new data.

Best Practice: 5

Take advantage of internal alerts to your sales team

If your automation platform captures lead behavior, you can set up email alerts notifying the sales team of important actions.  

  • Salesperson’s leads and customers who have been active online in the past week.
  • Salesperson’s leads who have signed up for an event or webinar.
  • Salesperson’s leads who have reengaged online in the past week.
  • (when available) Salesperson’s leads who have been engaging with social media.

Best Practice: 6

Inform your team members of your strategy.

It is important to share the marketing strategy with every team member who works with customers, and to update and review the content regularly.

  • Create and share a printable PDF that contains a copy of each email with a summary of the audience and the timing of the message.
  • Set a task or calendar reminder to your team to review your content. Quarterly is a good frequency.

Contact MCH for more information or to speak with a Data Specialist.

Read Part 1: How to leverage email to support an active sales team