Preparing for Marketing Automation

Advice for the integration process

Marketing automation is one tool, but its utility extends beyond its inherent features.

A hugely powerful key behind the platform lies in its ability to integrate with so many other types of business software.

Marketing automation software typically integrates with several key business tools you are probably already using:

• Customer relationship management system (CRM)

• E-commerce platform

• Data engagement software

• Content management system (CMS)

• Web conferencing/meeting software

• Social media platforms

By integrating with other existing software, your marketing automation platform is able to expand its capabilities and insights.

Integrations = Increased Value

Key knowledge becomes a shared commodity

Know Your Integration Priorities

What needs to integrate?

How well do they integrate?

Does all our software integrate?

CRM system is often the top integration priority.

Can the teams who need the integrated software access it quickly and easily?

If not, is it worth switching any existing software to make full integration possible?

Not every piece of software needs to integrate, but strong integrations with key software will impact business in valuable ways:

• Increased level of insight available

• Improved internal workflow efficiencies

• Increased cross-team collaboration

Collaboration is Key

Example 1: Example 2:

CRM systems and form-builder platforms are two integrations that are often a priority.

Social media integration isn’t usually a high priority integration because there are so many stand-alone solutions that handle it well, like Hootsuite and SproutSocial.

But every organisation is different.

Have you considered your integration priorities?

Where do People go Wrong?

4 common mistakes during the integration process and how to fix them

Common Integration Mistakes

1. Insufficient research pre-purchase

2. Importing existing data as-is

3. Over-estimating software’s ease of use

4. Not planning for the learning curve

1. Insufficient Research Before Purchase

• Research before you buy

• Always ask to demo the software before purchasing

oThis helps you gauge how user-friendly the interface is

• Demo the integration - how seamless is it?

• How will each integration affect current workflows?

Get educated on the software so you purchase the platform that’s best for you.

Choose the right platform the first time.

The Bottom Line

2. Importing Existing Data As-Is

• Clean your database beforehand so you have the best quality data possible.

o Bad data can actually hurt your business.

• Who will handle the data import?

o Your IT team or the marketing automation vendor?

• Marketing automation providers frequently offer data importation for a fee.

o Know what it will cost and plan for it up front.

The Bottom Line

Database maintenance is the single most important thing to do before integrating.

3. Overestimating the Software’s Ease-of-use

• Pay particular attention to how user-friendly the software is during your demo.

• Data is only useful if it is organised efficiently.

• It’s all in the details:

o How many sign-in locations?

o Info on one dashboard or buried in many tabs?

The Bottom Line

Learn by doing. As you use the software it will become more intuitive…

…but choosing a user-friendly platform helps a lot.

4. Not Planning for the Learning Curve

• It takes time to learn the software.

• Consider the following requirements:

o New software

o New training

o New processes

o New workflows

The Bottom Line

It just. takes. time.

Checklist for improving your integration process

✔ Choose a marketing automation platform that has the integrations you need.

✔ Demo the integrations before you purchase.

✔ Clean your data before importing it.

✔ Dedicate resources to training.

✔ Acknowledge the journey: efficient workflows aren’t immediate.

Checklist for improving your integration process

Marketing automation is a valuable, powerful tool whose power increases exponentially with strong integrations. Avoid the common integration mistakes and you’ll be well on your way to success.

Contact us today

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+61 280709230

engagedigital.com.au