Boost Your Marketing Automation with Salesforce Integration

Feb 9, 2024

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Marketing Automation Salesforce Integration | Today, data is king. When it comes to gaining deeper insights for marketing automation, integrating your platform with third-party analytics tools can be a strategic move. In this article, we’ll explore the benefits of integrating your marketing automation platform.

I’ll talk about Marketing Cloud, Pardot, popular third-party tools and more. Add Analytics! Each integration serves as a valuable piece of the puzzle. They give you more abilities as well as rich insights you can apply to your marketing strategy.

The Power of Integration

About a year ago, I wrote an article “What is Salesforce Integration? – an Introduction” – a Salesforce CRM-centric, somewhat more technical article, where I also give a long list of the most popular Salesforce integrations directly to the CRM.

Here in this article, I want to emphasise why and how integration matters for marketing automation. By seamlessly connecting your marketing automation platform with third-party tools (e.g. analytics tools) you gain access to a treasure trove of data. This integration extends your platform’s capabilities, providing you with a deeper understanding of your audiences and campaign performance, and an ability to market to them.

Key reasons why Salesforce integration is essential for marketing automation:

Marketing Automation Salesforce Integration
  1. Holistic View: Integration enables a unified view of customer data, campaign metrics, and performance analytics in one place.
  2. Real-Time Insights: Having access real-time data, and being able to make informed decisions on the fly, ensures that your marketing campaigns are always optimised.
  3. Enhanced Personalisation: Deeper insights allow for more precise audience segmentation and highly personalised marketing messages, at scale, delivered at just the right moment.
  4. Data-Driven Decisions: The ability to analyse campaign performance data empowers you to refine your strategies for optimal impact.

Popular Marketing Automation Salesforce Integrations

In the introduction article I just mentioned, I talked about a number of popular Salesforce platform and CRM integrations. Now, let’s explore the popular Salesforce integrations for marketing automation, and their key benefits.

1. Account Engagement aka Pardot for Salesforce

Key Benefit: Automated Marketing.

Salesforce Marketing Cloud Account Engagement, aka Pardot is a robust marketing automation platform. When integrated with Salesforce, it streamlines lead nurturing and empowers your marketing team with powerful automation tools. When enhanced with Salesforce Engage, it becomes a real game-changer for Sales, offering up to the second information to reps as when a prospect interacts with any of your tracked marketing assets. If you are a B2B company and not yet familiar with Salesforce Engage, do yourself a favour and ask for a demo. This is a most overlooked but fantastic feature to add-on to your Pardot implementation that can give your sales success … a multiplier! Ask for a Pardot-only Demo or Engage Demo:

2. Salesforce Marketing Cloud Integration

Key Benefit: Comprehensive Marketing Solutions

The Salesforce Marketing Cloud is a robust marketing automation platform. Integrating it with Salesforce brings a comprehensive suite of marketing tools to your fingertips, from email marketing to social media management.

3. Datorama Salesforce Integration

Key Benefit: Advanced Analytics.

Datorama, a marketing intelligence platform, brings advanced analytics to your Salesforce data. This integration provides comprehensive insights into your marketing efforts, helping you make data-driven decisions.

4. Dell Boomi Salesforce Integration

Key Benefit: Data Synchronisation. Dell Boomi simplifies data synchronisation and integration processes. By integrating it with Salesforce Marketing Cloud, you ensure that your customer data is consistently up to date, enhancing the accuracy of your marketing campaigns.

5. Salesforce integration with Outlook

I mentioned this before, but the Salesforce integration with Outlook is a fantastic win for any Marketing team who has a sales team that ‘lives’ in Outlook. This integration enables you to bring all your email into Salesforce so that everyone can see the conversations being held and communicate with the client with insights in the back pocket, rather than operate from ignorance. As you can imagine this is a minimum must-have for Account-Based Marketing, whereby multi-disciplinary teams collaborate to win and serve large target accounts.

Now, you also have Pardot (Marketing Cloud Account Engagement) extended with Salesforce Engage, your team can use your Pardot templates in Outlook. And you can track your Engage marketing campaigns, set up in Pardot, sent from either Salesforce activities or Outlook. This is a wonderful product combination. Ask for a demo.

6. Salesforce integration with Gmail

Same story for Gmail as for Outlook: this Salesforce integration unlocks total-companycollaboration to work on accounts. Also allows sales managers better insights into how reps communicate with prospects. By bringing in the conversations into Salesforce, a sales manager can write in-app sales coaching notes, that are crucial for enablement and to hit targets.

7. Integration with WhatsApp

Key Benefit: Real-Time Communication, on a platform that your buyers love, and where they tend to respond quickly.

Integrating WhatsApp with Salesforce enables real-time communication with your customers. It’s a valuable channel for delivering personalised messages and support.

8. Eventbrite or SurveyMonkey Integration

Key Benefit: Event and Survey Management

Eventbrite can be integrated with Pardot as well as the Salesforce CRM. SurveyMonkey integrates with Salesforce directly. Both streamline event management and survey collection straight into your systems where you can set up automated responses. It enhances your ability to gather valuable feedback and engage with your audience, leading to superior business results. Learn more: Top tips for using Pardot for events.

9. Integration with CampaignMonitor or Emma Email Marketing

We are the recommended implementation partners of “CampaignMonitor for Salesforce” and “Emma for Salesforce” — apps by Beaufort 12 that integrate CampaignMonitor and the Emma email platforms with the Salesforce CRM, extending these email marketing platforms with all that Salesforce has to offer by way of reporting, lead qualification, and more. Both easy-to-use, inexpensive solutions. Interested?

Learn more here: CampaignMonitor for Salesforce, Emma for Salesforce.

10. Mailchimp Salesforce Integration

Key Benefit: Email Marketing Enhancement

Mailchimp’s integration with Salesforce enables seamless email marketing, up to a point. Mailchimp’s basic email marketing capabilities are extended with a centralised view of customer data within Salesforce. Interested in integrating MailChimp with Salesforce? Yes, it’s possible. Just be aware that the UX interface and usability of this connector is not anywhere near as good / UX as the app for CampaignMonitor or Emma. And of course, none of these come close to the benefits to be had with Salesforce Marketing Cloud Engagement for B2C, or Pardot for B2B marketing.

Marketing Automation Salesforce Integration – The conclusion

Each of these integrations offers a unique advantage for your marketing automation strategy, providing deeper insights, enhanced collaboration, and a more personalised approach. The key is to choose the integrations that best align with your business goals and marketing objectives. By integrating your marketing automation platform with these third-party tools, you’ll be well on your way to gaining a competitive edge in the world of data-driven marketing. Ask us for a free marketing automation setup audit, and we’ll give you an overview of options for your consideration.

Interested to learn more?

We would be very happy to help you.

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