Magento-Marketo Integration: How It Can Change Your Business

Here’s a “wow” projection: According to Statista, e-commerce will be the leading retail channel by 2022, with consumers forecasted to spend up to $4.8 trillion online. (Take that abandoned shopping cart!) Thus far, this economic boom is driven by a core set of independent e-commerce and marketing platforms. Are you one of the savvy business leaders finding ways to implement cutting-edge marketing automation solutions like a Magento-Marketo integration?

Such combination may let you, among other use cases:

  • Perform data transition to allow seamless customer email journey
  • Market to new and existing customers with touchpoints before conversion
  • Offer robust infrastructure to help you move data across different systems
  • Deploy email automation with personalized email campaigns
  • Effectively address abandoned carts with emails
  • Reliably move customers or leads’ data between CRM, Marketo and Magento

Entrepreneurs looking to cash in on the e-commerce gold rush often choose Magento (which is now called Adobe Commerce) and Marketo because they’re robust, tested, and both owned by Adobe. Since they complement each other so well, a Magento-Marketo integration is an obvious next step for any serious marketer.

If you’re still crunching numbers the old-fashioned way, keep reading to learn how integrating these two platforms can boost your business.

Magento-Marketo Integration

Adobe Commerce, formerly Magento is an e-commerce platform that processes more than $100 billion in online purchases for its customers every year. Marketo, on the other hand, is a leading marketing automation software used for SEO, behavior tracking, lead management, revenue attribution, and email marketing.

Integrating Magento and Marketo connects your e-commerce operations and marketing efforts together. The platforms share information and deliver comprehensive real-time analytics across the entire buyer’s journey, providing essential information needed to survive and thrive in a packed, competitive space.

Benefits of a Magento-Marketo Integration

The outputs resulting from data integration ensure a better understanding of your business, making it easier to implement, test, analyze, and adjust various marketing tips, tactics, and strategies. For instance, do you know:

  • Which customers are good for upsell/cross-sell opportunities?
  • What type of messaging works best for your audience?
  • How to keep customers loyal?

E-commerce leaders have to work through numerous analytical issues to answer these questions. Some struggle on their own. Others have all the answers delivered to them, courtesy of their Magento-Marketo integration.

One of the top features of a Magento-Marketo integration, for example, is the bi-directional synchronization of leads, prospects, customers, and contacts in real-time to give you the most accurate reporting.

To see exactly how else integrating your data can help you consistently execute your marketing strategy while saving plenty of time, we’ve handpicked ten of E-commerce Platform’s Top 50 Marketing Tips that showcase how integrating your software can help facilitate these recommended marketing tactics.

Related: How Customer Data Analytics and Automation Can Boost Your Company’s Performance

10 Reasons Why a Magento-Marketo Integration Will Skyrocket Your Business

#1 Personalized Experience

Personalizing hundreds, if not thousands, of emails to customers consistently is neither cost nor time efficient. With Marketo’s scalable and automated email marketing solution, companies can respond to customers as individuals based on what they do or don’t do. Data transferred from e-commerce tools such as Magento can guide campaigns on Facebook, Google, LinkedIn, and other digital advertising platforms to deliver more personal and effective display ads.

#2 Automatically Generate Email Campaigns

One of the biggest advantages of integrating your e-commerce platform with a cutting-edge marketing solution is the ability to automate emails to customers based on customer activity — or lack of activity — in your e-commerce platform. Leading customer data platforms offer real-time movement between the e-commerce and marketing automation tools where new or modified records are detected and synced as often as every minute.

You can automate tactical behavior-related campaigns, like abandoned cart emails or upsells and cross-sells in order communications emails.

#3 Diversify Your Social Media Platforms (and Automate Your Social Networks)

If you’re not sure which social platforms get the best results for your company, you can diversify your outlets and eliminate those that aren’t producing results. But how are you able to manage and track social media activity efficiently? You can prompt social media ads using customer data in your e-commerce platform by leveraging marketing automation tools. From there, you’ll be able to track engagements automatically, schedule posts at the right time for the right audience to see, and monitor references to your brand as well as relevant conversations.

Marketing automation platforms like Marketo allow you to engage with customers through social media using sweepstakes, referral programs, and polls. Marketo also makes it easier for e-commerce companies to build their social network through user-friendly content sharing and video tools. 

#4 Use Tools to Reduce Abandoned Shopping Carts

Statista reports a 75 percent average rate in abandoned shopping carts. That’s 3 out of 4 shoppers leaving sites without completing a purchase. But this isn’t an all-around loss. Abandoned shopping carts give companies a perfect opportunity to contact the customer — as long as it’s done the right way without being too pushy. By integrating your e-commerce tool with a marketing automation solution, you can automatically prompt an initial email to ask if your customer needs help with their order. If there’s still no action, you can set your marketing tool to send automatic follow-up emails to alert the customer that their cart is about to expire or send an email to incentivize them with discounts to complete the order.

#5 Use Pay Per Click Marketing Wisely

By integrating with a marketing automation tool, e-commerce companies can pinpoint which search ads are producing customers. By capturing online conversions, companies better understand where to place their ad dollars and use this data for bid optimization in Google AdWords. Some key features of a Magento-Marketo integration include new lead capturing and purchase history tracking.

#6 Optimize Email Capture Modules

Are you concerned that your email capture popup box is turning customers away? Marketo enables customers to perform A/B testing for online forms, including email marketing modules, to ensure you bring in more leads or subscribers. Marketo also offers A/B testing capabilities for other lead generation modules, including calls-to-action, copy, content, site navigation, mobile site, mobile sites, ads, personalization, and pricing and shipping.

#7 Opt for User Generated Content

Shining a light on your successes is ultra important for your brand. And there’s nothing more validating to your brand than positive customer reviews. But how and where do you amplify this critical user-generated content, so other potential customers see it? With advanced marketing automation tools, user-generated content can be shared and tested efficiently across different channels, including emails to customers, social media channels, and throughout your website.

#8 Think About Mobile Advertising

Imagine having access to your customers everywhere they go, no matter what time of day. Well, you already do. As customers or potential customers sit waiting for their next appointment, playdate, or meeting, you can reach out to them through their mobile devices. Marketing automation tools help automate advertising to cellular phones, iPads, Kindles, and other devices from a single unified platform with targeted messaging across various channels. Some marketing automation tools can now track the customer’s geo-location and prompt relevant ads based on where that customer is. A customer, already thinking about where they’ll grab lunch while out of town, may find a coupon ad for a nearby restaurant while surfing the web.

Related: Work Smarter, Not Harder: Optimize Your MarTech Stack

#9 Hit it Hard with Contextual Marketing

Contextual marketing refers to targeted online advertising initiatives based upon user information, including searches and online activity. For a virtual retailer that sells shoes, a feed to a marketing automation tool can generate ads to potential customers shopping online for shoes or even commenting on a social media platform or a blog about shoes — automatically and in real-time. MarTech applications can also track cookies based on all the websites the user has recently visited.

Using this with a Magento-Marketo integration allows you to market based on a customer’s recent behavior. When customers already show an interest in particular products or services, the marketing tool will generate ads to inspire the customer towards conversion rather than leaving behind an abandoned shopping cart. But it’s best to complement this with personalized e-commerce emails.

#10 Generate Reports to Anticipate Future Sales

Another obvious advantage of integrating tools, like Magento and Marketo, is building an intelligent marketing database. Integrating two robust systems provides a comprehensive view of each customer across web, email, social, and mobile channels. Collecting market data isn’t a new thing, but customer data is the unique differentiator when it comes to winning customers.

How to Quickly Integrate Your E-Commerce and Marketing Operations

Thinking of integrating Magento and Marketo? This data merge will exponentially multiply your marketing capabilities and results.

But this only works when you have a bi-directional information flow with real-time data cleaning. And it needs to be cost-effective, rapid, and simple to use.

Vertify is a preferred Adobe partner, sold directly by Adobe reps. Our intelligent automated data integration tool is perfect for unifying Marketo and Magento. It connects, cleans, and organizes your data in real-time.

If you’re looking for a no code solution to integrate your e-commerce data with a marketing automation system or if you’re interested in learning more about Vertify’s unique customer data management platform, ask your Adobe rep to bring in Vertify or request a demo today.

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Author: Matt Klepac | CEO | Vertify