(English) Guest Post : Connecting Marketing Automation with CRM: Processes, Data, People and Technology by Jesus Hoyos

Guests in our sites are very important and always they are welcome, for many reasons:

  • Allow you to learn about new topics
  • See different point of views
  • Strengthens our networking

I am so happy to introduce you to my new guest :

Jesús Hoyos

jesu hoyos solvis consulting guest post jc giraldo

Jesús Hoyos is a Partner and co-founder of Solvis Consulting, company based in Florida that helps small businesses as well as large enterprises achieve specific outcomes by defining the necessary systems needed and creating a framework to support them.

Jesús has over 22 years of experience providing leadership in the execution of Customer Relationship Management initiatives.

Jesus is also an Independent Analyst, Speaker, Blogger and Influencer for the CRM and Social Media Industry in Latin America. Specialties: CRM and Social CRM Consulting Services; Strategies and implementation of CRM programs.

Connecting Marketing Automation with CRM: Processes, Data, People and Technology

Marketing vs. Sales is the first thing we think about it when integrating marketing automation and CRM. Salesforce and Hubspot have tools to bring marketing data closer to the sales department like Sales Engage and Sidekick respectively. However, when you start really thinking about the opportunities to use marketing data to help accelerate the sale process, you need to start thinking beyond managing leads and contacts. You need to think about processes, data and people in an integrated ecosystem, not just integrating your marketing automation with CRM.

Let’s take the simple approach of defining a landing page. It has many components that need coordination with the whole enterprise:

  1. Form and fields: Which fields need data validation? Which fields need workflow and scoring? Which fields are part of the customer profile in the CRM? Which fields need to synchronize with the CRM system? Are the fields part of the contact record or do we need to add custom fields and objects to the CRM solution?
  2. Content – text and images: Who is going to generate the content – the agency or a content team? Is the content already in place? Can we reuse the content?
  3. Buyer Persona: Is the buyer persona or segment understood in all departments? Do we have an end-to-end lead nurturing process?
  4. SEO, Google Integration (Adwords, Analytics, UTM Codes): Does the marketing automation tool provide a multi-campaign approach for handling parent-child campaigns? Can the campaigns synchronize with the CRM solution?
  5. Targeting both B2C and B2B customers: Can your marketing automation solution really manage both segments?
  6. Multiple brands: Can the landing page or marketing automation solution manage multiple business units, many brands, and domains?

If you think about it, connecting a marketing automation system to a CRM solution requires more than just mapping objects and fields between both systems. You need to keep in mind also the quality and quantity of data, speed of integrations and filtering data.

Marketing automation goes beyond having landing pages, email and nurturing. It is an essential part of the ecosystem of CRM ~ Jesús Hoyos

You also need to define what prospects data and records from the CRM system are sent into the marketing automation system – not all prospect data is managed via landing pages. You have other marketing and sales channels where you need to define rules to synchronize prospects/contacts that come from other channels.

Marketing automation is both inbound and outbound, where your customer data is everywhere, not just at the contact record level. A multi-channel approach is needed based on audience profiles and segments, where you need to consider that you will use data from many objects at the analytical and operational level.

Based on the above, you need to plan ahead your own marketing technology stack based on the following ( processes, data and people ):

  1. Consider both B2B and B2C marketing tools like Pardot and ExacTarget or Eloqua and Responsys. Many B2C marketing tools do not provide lead nurturing, and many B2C tools do not scale to manage many brands.
  2. Consider a data governance team to manage buyer personas, segmentation, data quality and business rules.
  3. Consider hiring a Marketing Automation Director that can work with all marketing areas and work close enough with your CRM team. Coordination of skill sets and resources is key from content management to customer data.
  4. Consider a marketing and CRM team for overall governance to ensure the complete execution of campaigns – from the marketing agency to the closing of the sales.

From the technology perspective, you need to be in the lookout for the following possible «gotchas»:

  1. Consider a marketing automation tool that technically can do both B2B and B2C – from managing contacts to leads and from managing buyer personas and segmentation with customer analytics.
  2. If you are in an industry that real-time data is important, consider the speed and processing of data via API Calls. This means that you need to define SLAs for synchronizing data from. Is five minutes ok for your business or 20 minutes?
  3. Customer data is not just at the contact record; you need marketing automation tools that can manage many types of data and objects.
  4. You need to be able to also define what data from you CRM system is sent to the marketing automation.
  5. Consider all channels in the integration: SMS, email, landing pages, mobile apps, website apps, etc.
  6. Sandboxes. If you have a complex marketing environment, which has multiple integrations you may want to keep in mind the testing process and methodology. Consider a marketing automation vendor that can provide sandboxes for testing and development.
  7. Do you have more than one brand? Are you a large enterprise with multiple regions and geographies? Consider a marketing automation tool that can manage many business units.

There are many benefits of integrating CRM and Marketing Automation, and for me, ideally it should be one solution or platform; but in the meantime you need to to buy separate technologies, so make sure you consider your processes, your skill-sets, your actual marketing and CRM teams, your customer data and your current and future technology, before deciding of connecting you marketing automation solution with CRM. Collaboration is key for connecting both solutions!


I want to thanks to Jesús Hoyos for his collaboration, It has been very inspiring for me as well as a great learning and please feel free to contact with Jesús :

Ps. The original post was published on LinkedIn : Connecting Marketing Automation with CRM: processes, data, people and technology

Images : LinkedIn, Google Images..