How to Sync CRM, Ads & Messaging in One Omnichannel Flow

Are your marketing tools working against you? Perhaps your ads continue to promote items that customers have already purchased, or your support team asks questions that shoppers have already answered. In fact, 83% of consumers use multiple channels when shopping, but most businesses struggle to connect those touchpoints. This leads to poor customer experiences and decreased retention rates.

This difference is significant, and companies with weak omnichannel strategies retain only 33% of customers, while those with strong strategies retain 89%. The key to bridging this gap lies in omnichannel marketing automation. In this blog, we will explore how syncing your CRM, ads, and messaging can transform disconnected systems into a unified, high-performing flow.

Why Omnichannel Flow Matters More Than Ever

Customer behavior has altered. People search on Instagram, compare prices on Google, query on WhatsApp, and purchase via email marketing links. They want brands to recall their history and preferences at each step. To fulfill these expectations, companies need to implement omnichannel marketing automation strategies.

Each business struggles with fragmented tools. Sales teams use one CRM tool, marketing teams execute advertising on different platforms, and customer care receives messages on various apps. This leads to disconnected data systems that disrupt the overall customer journey and cause inconsistent experiences.

When your systems fail to communicate with one another, you lose customers. They leave cart contents behind if follow-up messages don’t resonate with their interests. They get frustrated when customer service agents can’t view their purchase history. 

Integrated systems powered by customer journey automation eliminate these issues. Customer journey automation ensures that every interaction builds upon the previous one. Your staff responds more quickly and personally. Your customers feel heard and appreciated.

Step 1 – Centralize Customer Data in Your CRM

Your CRM is the center of your omnichannel approach. That is where customer information is stored and updated in real-time.

Start by connecting your CRM with key data sources to ensure a seamless flow of information. Link your website to monitor visitor activity. Link your point-of-sale to track purchasing history. Each connection adds valuable context to a customer’s profile.

Customers send and receive messages from your CRM, and all records of communication are stored in one, unified place. This unified view provides your staff with context about each customer’s complete history.

Build comprehensive customer profiles that include contact information, purchasing history, preferences, and interaction history. When a customer visits your site, their profile is automatically refreshed. When a purchase is made, the data is forwarded to your CRM in real time.

This platform offers sync CRM with ads, as well as CRM and messaging integration. Clean, centralized data drives all other steps in your omnichannel process.

Step 2 – Connect Your CRM with Ad Platforms

Sync your CRM with Meta, Google Ads, and LinkedIn ad platforms, and you will transform how you connect with customers. Rather than guessing who might be interested, you can focus on actual behavior and preference.

• Upload your customer data from your CRM to create similar audience groups. 
• Target visitors of specific product pages who did not make a purchase. 
• Reactive customers who have not bought within months

This CRM ad sync makes your ads more efficient and more targeted. Develop ad triggers that activate in real-time based on customer behavior. If a customer abandons their cart, you can present them with ads for those same products right away. If a customer needs a demo, you can provide case studies and reviews to them.

The sync CRM with ads solution also guarantees budget efficiency. You can remove current customers from your acquisition campaigns and dedicate more effort toward targeting your most valuable customer groups. Your ad performance is better because you’re targeting the right audience at the right time.

Step 3 – Integrate Messaging Channels (WhatsApp, SMS, Email, Chatbots)

Customers these days engage in various messaging channels. You can initiate a conversation on WhatsApp, proceed with it via email, and finalize the process with a call. Your CRM and message integration should manage all those touchpoints.

The Email, SMS, and WhatsApp Marketing CRM feature enables you to achieve quicker conversions by reaching your customers at each phase of their purchasing process. This multi-channel approach, supported by unified marketing channels, allows you to provide continuous messaging across all channels.

Create automated sequences based on customer behavior. Welcome new subscribers with a message. Address cart abandoners in the customer’s preferred channel. Reward loyalty emails to repeat buyers, and each message should be timely and relevant.

As a customer toggles between WhatsApp and email, your team can view their entire conversation history. When they send a question over SMS, your answer should be driven by their prior purchases. That one approach to marketing channels gives customers more fluid experiences.

Step 4 – Build Automation Workflows Across Channels

Marketing automation software such as HubSpot, MoEngage, and ActiveCampaign allows you to create sophisticated marketing automation tools that cross channels. The trick is the trigger-based strategy:

• Find the segment
• Create the trigger
• Specify the action

Here is a simple marketing automation flow sequence:

They click your Facebook ad and come to your product page. After 24 hours of no purchase, your platform sends them a promo code through a WhatsApp message. After they continue to ignore you, you follow up with a customized email series featuring customer reviews.

Centralize data from social media channels to build one unified customer profile. Individualized and consistent messaging across all channels needs centralized data.

Your marketing tech stack optimization should focus on composable tools. Select platforms that complement your existing infrastructure. Try combinations and discover what works best for customers and the team.

Step 5 – Analyze, Optimize & Personalize

Track how customers progress through your multi channel customer engagement segments. Track which of your messages had the best response rates. See which combination of ad and message performed the highest sales conversion. 

Use all these to improve your customer journey automation. A/B test various strategies. Test multiple subject lines for follow-up messages.  Some groups respond well to morning messages, while others respond well to evening messages.

Use CRM and ad information to customize your messages. Send reminders about their previous purchase by email. Run ads for complementary products based on past purchases. Customize the tone of your messages to match the recipient’s communication style.

Conclusion: Unlock the Power of Unified Marketing

Successful omnichannel marketing automation begins with consolidating customer data into your CRM, synchronizing channels, and behavior-driven automation. By linking CRM, ad systems, and message systems, you create tailored experiences that convert.

Your customers switch between channels every day, so it is time for your marketing to catch up. At Obbserv, we’ve enabled companies to turn their siloed marketing systems into integrated, high-converting flows. Our experts excel at bringing together CRM, ad platforms, and messaging platforms to develop automated workflows that deliver results. Need to automate your marketing technology stack? See our in-depth guide on how to connect CRM, ads & messaging into one unified marketing channels and discover how we can assist in transforming your customer journey automation.