SugarCRM Marketing Automation Integration

What Is Marketing Automation Integration?

Marketing automation refers to the software that automates marketing activities that otherwise is impossible or labor-intensive. The most common and most essential is with customer relationship management (CRM) software. If you are wondering about SugarCRM marketing automation integration, you´re in the right place.

Marketing automation integration is the ability of a marketing automation program to connect, operate, and sync with other programs. According to Nucleus Research, “Cloud-based marketing automation solutions saw a dramatic increase in user adoption, as a solution’s ability to rapidly adapt and maintain operations while users were remote became mission-critical. With the phase-out of third-party cookies also on the horizon, companies need to ensure their marketing automation solutions have the necessary tools to collect and leverage first-party data across their technology stack.”

Some of the common activities ripe for automation are social media management, campaign management, lead generation, lead nurturing, lead scoring and customer segmentation. Automation brings in operational efficiency and adds value to the bottom line by showing the ROI of your marketing spend.

Why Is Integration a Good Idea?

As a marketer, you want to guarantee every tool you’re using has a unique and essential function and can work well with the other tools. Even if one of those tools fails to coexist with the rest, the results can be messy. Therefore, when selecting a marketing automation software like SugarCRM, you need to ensure that it can integrate with other software.

Companies that sell marketing automation tools incorporate integration features to promote friendly software ecosystems. Today, most marketing automation tools can integrate with some but not all platforms. Being able to use their ability to integrate is essential in maintaining a winning marketing funnel, so partnering with a company that allows you to work with vendors who have solutions to make your SugarCRM and Hubspot integration better is a good idea. 

You want to work with such a provider because most of the time, software companies have many other engineering priorities than native integrations. Their core systems represent most of their product development focus. Things to keep in mind are: How often is the native integration updated? How frequently are they enhancing it? Was it done as a one-time effort to address a specific client need, or is it part of the ongoing strategic development of that product? One way to find out is to ask current customers who are using the integration if it’s evolving to meet their needs

It is clear that native integrations have their limitations being the most important customization. Most native integrations just allow contact data matches, don’t perform deep data cleaning and standardization, and don’t connect with other companies’ systems. Sales and marketing teams need more than that.  You will need to go beyond native integrations and partner with a provider with a solution that can connect with any platform, even those outside of sales and marketing.

To conclude, marketing automation software should be able to synchronize with online and offline marketing channels. This provides a view of each of them within the same context and might open up opportunities for strategic synergy between them. 

Benefits of SugarCRM Integration 

SugarCRM software enables an organization to manage the complete customer lifecycle and capture, integrate and analyze data across all customer touchpoints. By doing so, you can increase customer loyalty, improve marketing effectiveness and sales productivity.

A successful CRM strategy starts with well-defined business objectives. It also includes detailed functionality requirements, a methodology for provider due diligence and selection (according to the company’s needs), and a solid end-user training and support program.

SugarCRM is one of the leading market providers, offering functionality such as salesforce automation, marketing campaign automation, customer support, collaboration, mobile CRM, social CRM and reporting. SugarCRM provides commercially licensed software built using open source components. They state that this “provides users with greater control, ultimate flexibility, and lower lifetime costs.” So, according to these characteristics, how can you get the most out of your software automation tool?

Related: Faster Time to Revenue Means Ditching the Spreadsheet 

Make The Most Out of SugarCRM before a Marketing Automation Integration

Marketing automation is one such area that requires deep-diving into specifics so you can get the most accurate match. It might not be an easy process and depending on the size/growth of your company, the criteria and specifics list will keep building up. 

You need to start small and basic, analyzing if your standard marketing and sales areas require automation. If yes, then match these basics with the software. A good understanding of your current software capabilities will ramp up any integration. 

A few criteria to exploit from your SugarCRM before any integration:

1.     Ease of Use. The better your users know your SugarCRM, the further they will utilize new data or feature integrations. Remember that good training gets users comfortable using it, and speeding adoption and creating product champions.

2.     Features. The tasks the tool allows you to perform are essential to know. Educate your users on the basic SugarCRM features (like email campaign automation, lead management, web engagement analytics, real-time alerts and social media automation).

3.     Customization. Personalizations on email campaigns, newsletter designs, landing pages, and social messages will make other existing data more unique and allow you to nurture your prospects. 

4.     Integration & Alignment. The more systems you need to integrate, the more complex it will get. A previous strategic alignment of SugarCRM with the rest of your software should ease the execution of the integration processes. 

The point of marketing automation integration is to drive more sales; hence it needs to serve that purpose more than anything else.

What to Expect from Your SugarCRM Integration

Now that you know how to best use your SugarCRM, integrating with other systems will bring you additional benefits, listed below:

1.     Save Time. By creating multiple campaigns to send, you can schedule customized emails to any number of customers, set up auto-responders for daily follow-ups, and automate messages for various social media channels. You will save time and achieve consistency.

2.     Better customer relationships through detailed profiles. Various communication channels will help you gather new information about customers. After analyzing these data, you can deliver more valuable messaging to your potential buyers and current customers to build strong relationships.

3.     Monitor Omni Channels. Monitor all the channels you use to interact with your potential buyers and current customers. From website visits to social media, you can get detailed information on which customer did what and where in minutes.

4.     Better lead conversion and ROI. A Forrester report mentioned by a Martech article revealed that B2B marketers who implement marketing automation experience a 10% increase in their sales pipeline contribution. No more to be said!

Related: The Modern Revenue Team: Aligning Marketing Automation & Sales Enablement Systems

If you wonder how you can do SugarCRM marketing automation integration between Hubspot, Marketo and Pardot, keep reading.

SugarCRM Marketing Automation Integration with Hubspot

If your stack is SugarCRM and Hubspot, a marketing automation integration between the two systems enables leveraging existing siloed data. By doing so, you save time and money by inputting data in one system and automatically updating the information on the other end. Shared data gives you a comprehensive view of your customer, the gold standard for any marketing campaign.

Native integrations are often lacking or limited, so partner with an integrator that gives you API developer control  – without being a developer – in a straightforward drag-and-drop interface. The sales teams will have the information they need to close deals quicker.

As part of the integration, you can generate leads more effectively, better manage lead-to-sales conversions, and leverage lead intelligence and reporting tools in both products for complete, closed-loop marketing analysis.

SugarCRM Marketing Automation Integration with Marketo

The magic of integrations is seamless bi-directional data integration – at least it should be with the right integration provider. Partnering with a custom integrator will enable you to map SugarCRM fields to any field in Marketo. 

By doing so, you can manage where, when, why, and under what conditions the data should move. It will also allow you to apply powerful data clean-up, transformation, translation, and merge rules, ensuring you have data you can trust across your organization’s business application ecosystem.

SugarCRM marketing automation integration empowers the sales team with the intelligence to identify the highest quality leads and reach out to them at precisely the right moment. Similarly, information related to the sales opportunities is passed back to the marketing platform to measure marketing ROI.

SugarCRM Marketing Automation Integration with Pardot

If you use Pardot with a non-supported CRM (also known as anything other than Salesforce), necessary functionality requires working with the API or hoping your CRM includes integration. Fortunately, there are providers in the market with such APIs.

Just as with Marketo, this integration gives you API developer control – without being a developer – in a straightforward drag-and-drop interface.

SugarCRM marketing integration with Pardot allows you to control each system by inputting clean data in one and automatically updating it in the other. The integration should also provide an accurate picture of the customer across channels. The added value and integrated data set can allow your sales and marketing teams to work together to close deals faster.

SugarCRM marketing automation integration can be done with various other software, providing the same benefits explained above. Want to learn more about what marketing automation integration is and what it can be used for?  Request a demo of Vertify and discover how it can help your company work better together across multiple systems and platforms.

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Author: Matt Klepac | CEO | Vertify