marketing automation integration
Marketing AI

Things You Need To Know About Marketing Automation Integration

May 08, 2023
Read Time : 8.25 min

Today platforms for marketing automation offer more functionality. They will allow you to generate and use detailed dashboards and reports, along with helping you to set up and carry out all types of marketing campaigns. In simple terms, they automate all the processes that marketers would normally carry out manually. 

As a marketer, it will give you the best results when you make sure that each instrument you employ has a purpose and is compatible with the others. The right compatibility is desired by all because if even one of those instruments can't get along with everything else, the outcomes may be messy. Here comes the importance of marketing Automation Integration. It largely becomes responsible for interacting, functioning, and syncing with other programmes. 

Usually through its application programming interfaces (APIs), a connection occurs when a marketing automation platform communicates with another tool. The systems can communicate data in real-time or extremely close to it once they are connected, keeping them in sync.

Vendors who sell marketing automation tools often include integration features in order to help to foster a welcoming software environment. It can be regarded as critical to utilise the ability of the majority of marketing automation tools to integrate with other platforms for keeping a successful marketing funnel in place. If you want to know more about marketing automation integration, its applications, and how it makes it easier for businesses to collaborate across several departments, you must go through this blog with a little perseverance.

What is marketing automation integration?

Marketing Automation Integration is a particular process that includes the use of several software in marketing automation to automate all the repetitive marketing tasks. It is generally done by the marketing departments in order to enhance the efficiency of the services and also to give customers a more individualised experience.  Generally routine processes like email marketing, social network posting, ad campaigns etc are shifted in the process of automation. Due to the presence of top-notch technology used in the process of marketing automation, all these tasks can be completed more quickly and conveniently. 

What are the benefits of marketing automation integration? 

Here we have listed down some of the advantages of building integration between your marketing automation software and other solutions. They are:

1. Decreasing the chances of human errors :

When your customer-facing personnel, refrain from completing tasks manually, the case of data difficulties will also become less. This will significantly help you to avoid any kind of unpleasant experiences. 

2. Get more productive results from the customer-facing employees :
By making your sales representatives, marketers, and customer success managers free from the manual, time-consuming chores, you can allow them to concentrate their attention on more important work that offers more value. This will ultimately lead to more productivity for your employees. Your team and your product may seem more valuable to your customers and prospects and it will also help your company to keep more business. Marketing Automation Integration has become a vital step for businesses today. 

3. Now the integrations can be implemented more rapidly and readily :
With the use of a low-code/no-code platform, such as marketing operations, now your business quickly interfaces your marketing automation platform with another app. So the days when one needs to depend on engineers and IT to build and keep up integrations and automation are long gone. 

What are the integration points for marketing automation software? 

A wide range of tools is possible be integrated by Marketing Automation Integration.  Among them, the most crucial and essential is Customer relationship management (CRM) software which plays a vital role in pooling the leads and possibilities that your business has available and storing them in a location that is accessible to everybody. This integration empowers both the marketing and sales departments, by bridging any kind of gaps and also allows them to exchange the same data to prevent all kinds of misunderstandings. 

Creating a combination of marketing automation and other programmes is also possible. Marketing automation software can be incorporated with several enterprise resource planning (ERP) technologies. These ERP technologies can be easily employed by the companies as a dedicated repository for all of their data; if a marketing automation programme integrates with it, it may access that data to gather insight. It primarily ensures that your marketing automation programme is not relying on separate data and information which is vital for those businesses which want to ensure the data they collect can be accessed by all departments.

How should integration be put up? 

There is no scope for setting up the integration yourself because some providers, like HubSpot, provide all-in-one products with functionality for both marketing automation and Marketing automation CRM, so, you must configure the integration manually. The particulars of each system integration may differ depending on the software you're using. But the basic configuration is configuring all your programmes to watch and track the same set of data points and to allow them to communicate with one another if one of them gets an update to the data.

Instead of setting up a one-way communication,  the two tools need to be able to communicate with one another. Your marketing automation solution should be able to alert the CRM tool after receiving sufficient data about a lead. It should send signals that the lead is now opportunity-worthy. Additionally, after closing a deal with a lead, your CRM software should notify your marketing automation software and change the lead's status.

Why is it necessary to create integration?  

Setting up integration may seem like a hassle to you, but the benefits that you will get are too great to ignore. From our previous discussion, we have already come to know that with the help of CRM integration, the marketing and sales teams become able to cooperate rather than function independently. You may wonder that both sales and marketing are separate and independent departments, so what is the necessity of integrating these two departments? The truth is merging these two will allow both departments to generate unique business strategies which support creative operations with zero conflict. The marketing automation software plays a vital role in creating this integration. 

Integration is very much helpful for sales operations as it supports the sales team in locating the leads of promising candidates. A large number of marketing automation programmes include lead-scoring elements that allow the distribution of lead points depending on how potential they are to make a purchase. After establishing integration with your marketing automation solution, your CRM will automatically receive top scoring leads that the sales teams understand as worth exploring. It saves the time of your sales teams by keeping them away from pursuing unqualified leads. 

By providing the same set of data, marketing automation avoids the possibility of erroneous information messing up the marketing or sales process. The CRM tool can verify the entries and identify that the lead has already been added to the list if a lead interacts with the sales team while the marketing automation programme already has their information. 

The most wonderful characteristic of Marketing Automation Integration is its capability to combine with CRM platforms. It facilitates a frictionless exchange of leads between the marketing and sales teams along with pushing them to cooperate rather than operate independently. Moreover, it fosters an efficient application framework and cultivates an interconnected information network for your business. Due to all these advantages, marketing automation integration is regarded as essential. 

  • By The Invimatic Editorial Team
  • 08 May, 2023
  • Categories: Marketing AI