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Data integration between your marketing tool and your CRM


Data integration between your marketing tool and your CRM

It is very common that your CRM and your marketing tool are different applications. But what is certain is that the link between the two is necessary so that all the information can perform its function.In this article I will talk about data integration : not about how to integrate one tool with another, but about all the problems that may arise and what you must take into account so that this integration is fast and as uae numbers for sale as possible. Take note of what follows!list_altIndex of contents
Planning: the key to successful data integration
What we want?
How will we do it?
The importance of planning and development
Planning: the key to successful data integration
If you use a tool or software for your marketing campaigns and contact acquisition, it is very possible that there will come a time when you need to integrate this tool with your CRM. Or you may need to do it from the first momnt you start generating leads. Is this so?More and more platforms are being developed that cover more and more functionalities, but in the vast majority of cases, marketing automation tools and CRMs are independent , and often they are not even from the same company.


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That integration may be necessary to pass qualified leads that the marketing team gets to the sales team; or you may want to have a single database synchronized and updated; so you will have all the contacts with their most recent data on either of the two platforms .But the word “integration” often generates sweat just by hearing it. In this article we are not going to explain how to perform an integration, Betting Email List there are many types and ways of doing them and it depends a lot on the tools that you want to integrate. Let’s see what things must be taken into account to avoid surprises and failures.And the key to good integration is prior planning. In this way, we can:Adjust the timings well.
Control budgets.
Be more agile in their development.
Avoid possible mistakes and long-term changes.
Even so, I think it is essential to bear in mind that an integration can always cause problems , and that it is quite common to add functionalities, but, as far as possible, let’s try to anticipate them.What we want?
The first step in planning an integration between tools is to define well what you want and take into account all the variables.It may seem obvious, but we will see that it is not that easy. Many times the answer is “I want to transfer the contacts from my marketing tool to my CRM”, but you have to specify as much as possible.

We must ask ourselves the following questions:Why do we want this integration?
What does integration have to be able to do?
What contacts want to move from one platform to another?
Does the integration have to be bidirectional?
What properties do you want to spend?
What is the integration trigger?
The “what ifs …”
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Why do we want this integration?
Before we have commented that we most likely want an integration to have the database updated on both platforms or to pass qualified leads from marketing to sales, but, of course, there are more options. It is necessary to define what is the objective of the integration .Perhaps we simply want to unsubscribe from one platform the contacts that are unsubscribed from the other.What does integration have to be able to do?
Once the previous point has been decided, we will have to assess (for the moment, roughly) what the integration should allow : create contacts, delete contacts, change properties, have contacts synchronized and updated, etc. (or several of these options at the same time).What contacts want to move from one platform to the other?
Whatever the type of integration, in the end, in some way or another, it will consist of data transfer; and we are talking about contact data. So the next question is which contacts should be integrated. Everyone? The qualified leads? The unsubscribed contacts?It will be necessary to define well what the rules are; what are the characteristics of the contacts that we want to integrate, whether they are sociodemographic or behavioral characteristics.From this approach it is possible that needs arise that not only affect the integration itself, but also imply changes in the marketing strategy or the configuration of your campaigns ; it is important to develop these changes before you begin with the integration.What information do you want to pass from one platform to the other?
In a closely related way, we will have to determine:

If we want to pass the contacts from one tool to another, that is, create contacts and that’s it.
If, in addition, we want them to always be synchronized and, therefore, update the data when there are changes in the contacts.
Or, conversely, we may only want to update data if those contacts already exist (that is, we may not want to create new contacts).
Does the integration have to be bidirectional?
Once the information that we will integrate has been decided, we must consider whether we want to pass it in both directions.In this post we start from the initial approach of wanting to pass data from the marketing tool to the CRM, but you may also want to pass data from the CRM to the marketing tool.If that is the case, we must ask ourselves the previous question again: what information do we want to pass from the CRM to the marketing tool? Do we want to be able to pass new contacts?In this way we will go back a bit to the beginning: considering the objective of integration. Does it make sense to pass contacts from the CRM to the marketing tool? If in the CRM we have a very inactive or “dormant” database, perhaps it is worth reactivating it with marketing campaigns.Or maybe we simply want those contacts that are on both platforms to have the most recent data , and that if, for example, a salesperson closes a sale in the CRM, that information is transferred to the marketing tool so that we do not send them more emails. with commercial offers.

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What properties do you want to spend?
If we treat two independent platforms for marketing and for CRM, it is very likely that the properties of the contacts that we have on each platform are different and those that are in common may be called differently.Therefore, in data integration we must know which fields we want to pass: is it worth passing them all? Probably not. The most common thing is to pass the data that will be used in each platform, that is, if, for example, the commercial is interested in knowing how many emails a contact has opened in order to see their engagement, we can pass this property, but, if not, better simplify everything.And the same if it is bidirectional . In the marketing tool it will be interesting to know the lifecycle stage of the contact, but it may not be necessary to have the information of the postal address.Once decided which properties will be integrated, it will be necessary to make the relationship between both platforms, that is, to see each property of one platform to which property of the other platform it corresponds; and if there is no property on any platform, it may be necessary to generate it.In addition, depending on the type of integration, it will also be necessary to determine which platform is in command for each property, especially if the data integration is bidirectional .We refer to seeing, for each property, if you want the most recent value to appear on both platforms or perhaps for some property you only want to always keep the value of one of the platforms.

What is the integration trigger?Another question will be to determine the integration trigger, that is, what triggers the data transfer, or if there is no specific trigger, how often the information transfer is carried out.

It may be when:

There is a new qualified lead.
A contact is generated.
Integrated contacts update properties.
A contact is unsubscribed …
Or once a day, every hour, etc.
The “what ifs …”
Finally, in order to avoid problems in the future due to things that we had not taken into account (and that can mean mistakes, more time and money), we must try to see all the possible casuistry, the “what ifs …”: “And if … This situation happens ”,“ And if… that other situation happens ”.

Perhaps the integration will not be able to cover all the cases, but it does not hurt to review them and assess their severity or importance and see if they can be managed and solved in the data integration .

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How will we do it?
Once we have determined what we want to do and achieve with data integration , we can assess the best way to develop it. But it will also be the tools themselves, their capabilities and limitations, which will determine this decision.

Let’s see what options we have (as we will not go into detail, in this blog article you can find more information) … You will be interested in knowing them!

Tool’s own connectors
Depending on the platform, your CRM and marketing tools may have connectors to integrate them .

If you are going to perform a complex, bi-directional integration, where you want to synchronize the data, this is usually the best option. They also tend to give less problems, since they have already been tested and have a time of existence and experience and, in addition, they are self-sustaining.

In this case, you will have to see the specifications and requirements of these connectors and what they offer you.
Data integration

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