When Magento Met Marketo: E-Commerce and Marketing Data Integration To Outrank the Competition

Wayne Lopez

Monday, February 11, 2019

E-Commerce and Marketing Data Integration

E-Commerce and Marketing Data Integration with Marketo

Who knew it? According to Statista, ecommerce is said to be the leading retail channel by 2022 with consumers forecasted to spend up to $4.8 trillion online. Today, Magento alone processes over a hundred billion dollars in online purchases every year for their customers. Not only are folks spending more time online, they’re spending more money during each shopping visit. In an ever-expanding market, how will your company stand out let alone leapfrog your competitors to gain market share?

The answer is an obvious one: E-Commerce Marketing. But what companies have to figure out is which marketing tactics work and how to implement in the most efficient and effective way possible.

Which social media platforms gain the best results? What type of messaging works best for your audience? How do you keep customers loyal?

Online companies are finding the answers by integrating their e-commerce platforms, like Magento, Shopify, Bigcommerce and Volusion, with a marketing automation system like Marketo or Hubspot..  

To make things a little easier for you, we’ve handpicked eleven of Ecommerce Platform’s Top 50 Marketing Tips and demonstrated how integrating your software with Marketo, Hubspot or other marketing automation tools can help facilitate these recommended marketing tactics. You’ll see exactly how integrating your data helps execute your marketing strategy consistently while saving time. One of the top features of a Magento-Marketo integration, for instance, is the bi-directional synchronization of leads, prospects, customers, and contacts in real time to give you the most accurate reporting.

10 Reasons Why E-Commerce and Marketing System Integrations Work

#1 Personalize Experience

Personalizing hundreds, if not thousands, of emails to customers on a consistent basis 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 ecommerce tools such as Magento, Shopify, or any other platforms can guide campaigns on Facebook, Google, LinkedIn, and other digital advertising platforms to deliver more personal and effective display ads.

#2 Generate an Email Campaign that is Automated

One of the biggest advantages of integrating your ecommerce 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 ecommerce platform. Leading customer data platforms, like Vertify, offer real-time movement between the ecommerce and marketing automation tools where new or modified records are detected and synced as often as every minute.

#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 the ones that aren’t producing results. But how are you able to manage and track social media activity efficiently? By leveraging marketing automation tools, like Hubspot, you can prompt social media ads using customer data in your ecommerce platform. 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.

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

#4 Use Tools to Reduce Abandoned 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 make contact with their customer as long as you do it the right way without being too pushy. By integrating your ecommerce 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, ecommerce companies can pinpoint which search ads are producing customers. By capturing online conversions, companies have a better understanding of where to place their ad dollars and use this data for bid optimization in Google AdWords. Some key features of integrating Magento with Marketo include new lead capturing and purchase history tracking.

#6 Optimize Your 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 & 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 be reaching out to them through their cell mobile devices. Marketing automation tools help automate advertising to cell, 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.

#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, like Liveramp, can also track cookies based on all the websites the user has recently visited. When customers already show an interest in certain products or services, the marketing tool will generate ads to inspire the customer towards purchasing those products or services.

#10 Generate Reports to Anticipate Future Sales

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


If you’re looking to integrate your ecommerce data with a marketing automation system, or if you’re interested in learning more about Vertify’s customer data management platform, click here.