If you’re a marketing manager, you know how important it is to have accurate and up-to-date customer data. Without it, you can’t hope to create effective marketing campaigns.
You’ve got your CRM, ERP, and maybe even a few custom applications specific to your industry. But what about online marketing? Chances are you’re using various tools and solutions to run your eCommerce business and meet online marketing needs. But are you leveraging them effectively to gain maximum benefits?
In this article, we’ll discuss the benefits of data integration for Adobe Commerce and Marketo.
Why Integration Is Important for Adobe Commerce and Marketo
Adobe Commerce is a popular eCommerce platform that serves B2B and B2C businesses. Marketers can build a storefront, manage inventory, access sales data and analytics, and create a bespoke for their customers.
Marketo is an industry-leading automation platform that marketers can use to track customer behaviors. The software also manages email marketing, lead generation and management, and SEO.
If you’re running an eCommerce business, your success depends on making sure customers are informed and ready to make a purchase. That’s where data integration comes in.
The biggest benefit of data integration is that it links all your disparate systems together to help you see a complete view of the customer journey. This is important because it allows you to make informed decisions about your marketing campaigns.
For example, let’s say you’re running an email marketing campaign in Marketo. With data integration, you can track how many people opened the email, clicked through to your website, and made a purchase. This information is valuable because it allows you to adjust your marketing strategy and ensure your campaigns are as effective as possible.
What Are the Other Benefits of Data Integration?
The biggest benefit digital marketers will gain from data integration is a deeper understanding of the trends that affect the business. The data acquired from more accurate reports ensure marketing campaigns are easier to create, analyze, and amend.
Marketers need to constantly ask themselves what’s working and what’s not. Without detailed reports with real-time data, it’s impossible to know what could be done better. An Adobe Commerce-Marketo integration makes this process a lot easier by providing marketing teams with all the data they need in one place.
Here’s a look at the benefits that an Adobe Commerce-Marketo integration has to offer:
Increased efficiency and accuracy
When you integrate Adobe Commerce and Marketo, you’re automating the process of moving data between those two systems. That means less time spent copying and pasting data and more time spent actually marketing your products and services. There’s also less risk for human error, as data transfer is automatic.
One of the best benefits of data integration is that you can stop living in spreadsheets that need to be continuously updated and let your data integration solution generate more accurate reports in real-time. The less time spent compiling reports is more time your marketing team can spend developing campaigns that drive sales.
Auto-generate email campaigns
With data integration, you can automatically generate email campaigns based on customer behavior. Email campaigns can be created to contact customers who haven’t been on the site in a while, perhaps with an automatically generated discount to encourage a visit.
If someone abandons their shopping cart, which happens a staggering 70% of the time, you can send them a reminder email. Don’t lose shoppers that hesitate or forget to complete the purchase; contact them again to increase sales. Just make sure that your emails are gentle reminders and not too pushy.
Improved campaign management
Data integration allows you to track and manage your marketing campaigns in real-time. That way, you can ensure that your campaigns are on track to achieve your desired results.
If something isn’t working, your marketing team will be able to see this right away and make the necessary adjustments. An ineffective campaign may be quickly fixed when you have all the data at your fingertips instead of waiting until the end of the campaign to see how it performed.
Not seeing the results you want? Through Marketo’s A/B testing tool, you can split your email list in half and send each group a different version of your email. Then, you can see which version performed better so that you can make improvements to your next campaign.
A/B testing is a valuable tool for improving your lead generation efforts. You can see which versions produce the best results by split testing different versions of online forms, ads, or calls to action. This information can help you improve your marketing strategy, reserve funds for the highest-performing campaigns, and increase your chances of generating quality leads.
Make use of user-generated content
User-generated content is a great way to add fresh, relevant content to your website. You can use the Adobe Commerce-Marketo integration to automatically post customer reviews and testimonials on your website or include them in auto-generated email marketing.
This type of content is valuable because it’s written by people who have used your products or services. It’s a great way to build trust with potential customers and show them that your products or services are high quality.
What to Look for in an Integration Solution
Not all data integration solutions will suit the needs of your business. Alongside the mentioned benefits of data integration, you need to make sure you’re picking the right product too.
Ease of use
The last thing you want is a complex integration solution that takes forever to set up and configure. Look for a solution that’s easy to use and doesn’t require a lot of technical expertise.
Your business is unique, so your integration solution should be able to adapt to your specific needs. Try to find a comprehensive solution that can be customized to fit your business.
You need an integration solution that’s reliable and scalable. Make sure the vendor you choose has a track record of delivering stable and reliable solutions.
Businesses often undergo changes that can affect the way their teams work. You need an integration partner that can change with you. A good integration software should be able to make adjustments immediately when you need it to.
The marketing world is constantly changing, so you need an integration solution that keeps up with the latest trends. Look for a vendor that regularly releases updates and new features.
Multiple platform connections
A major benefit of using a third-party data integration solution is that it can connect to many more products than a native solution can. If you decide to change providers, you won’t need to worry about a significant interruption to your reporting.
Sometimes things go wrong, but if you partner with a reputable company, this shouldn’t be something you have to worry about. You should have access to highly-skilled technical support representatives to help you solve any problems you encounter.
When it comes to data integration, there are many things to consider. But if you keep these factors in mind, you should be able to find an integration solution that’s a perfect fit for your business.
Native Integrations Aren’t Enough
Just because Adobe Commerce and Marketo offer native integrations doesn’t mean they’re enough. Native integrations are basic, inflexible, difficult to use, and don’t have the same benefits of a customized data integration. They are limited in what they can integrate with and where the data goes, rendering them useless if you change providers for one or all of your services.
Both platforms are developed by Adobe, one of the most respected software developers in the world. They each offer a wealth of features and benefits that marketing teams can take advantage of.
But if you’re not integrating Adobe Commerce and Marketo on your own terms, you’re not getting the most out of those platforms. Data integration is the key to unlocking the full potential of Adobe Commerce and Marketo.
When it comes to data integration, not all solutions are created equal. Traditional methods like point-to-point integrations or hand-coding custom scripts are time consuming and error-prone. They’re also difficult to maintain and scale as your business grows.
A better option is to use a modern, cloud-based integration solution. You don’t need to be a technical wizard to make the most of a no-code solution. In fact, you don’t even need an IT team to make sense of what was once a complex system to operate.
What’s more, a cloud-based integration solution is much more reliable and scalable. It can easily connect to all the applications and data sources you use, regardless of where they’re hosted. And because the solution is cloud-based, you can easily add or remove integrations as your needs change.
Choose Software That Makes Life Easier
Don’t waste time on complicated, error-prone software. When you’re looking for an integration solution, choose one that’s easy to use and provides the flexibility and scalability to match your business needs.
Vertify is an Adobe-approved partner for integrating Adobe Commerce and Marketo. It operates in real-time, quietly refreshing data in the background and giving your teams a clear idea of what to prioritize. Request a demo today if you’d like more information about Verify’s industry-leading data integration tools. Find out how simple it is to get more accurate real-time customer data to fuel your marketing efforts.
Author: Wayne Lopez | CPO | Vertify