Marketing automation is a key part of any holistic digital marketing strategy. It is the best way to make repetitive tasks like ad campaigns and email marketing efficient while providing the audience with personalised content. Marketing automation platforms provide insight into content marketing and performance. Though It is a beneficial tool, businesses still need a comprehensive marketing game plan to maximise success.
As most businesses have their marketing teams working around the clock, every initiative feels important. Businesses can integrate their B2B contacts database with the marketing automation platforms as it enables them to target specific audiences effectively, automate campaign workflows, personalise communications and derive valuable insights for optimisation.
Here is a look at how businesses can make this process possible and successful.
Preparing The B2B Contact Database
Before initiating the integration process, businesses must ensure their contact database is good. They can achieve this by looking for and cleaning any duplicate contacts from the database to prevent inconsistencies and redundancy.
Additionally, they can review and validate the contact data accuracy by checking for any inconsistencies, outdated entries or missing information. Overlooking these could affect the integration and any subsequent marketing efforts.
Choose The Right Marketing Automation Platform
When selecting a marketing automation platform, companies must choose one that best suits their business needs and goals. Businesses can look for factors such as an easy-to-use platform with a user-friendly interface that offers intuitive navigation, which helps the team to adapt and efficiently use the platform’s features quickly.
Marketers can also look for the platform’s scalability and integration options. They must ensure it offers native integration with the business’ B2B contact database or provides connectors, APIs or pre-built integrations.
Evaluating The Integration Capabilities
Before finalising the marketing automation platform, businesses should thoroughly evaluate the platform’s integration capabilities to help determine if its feasible and easy to integrate with the contact database. Businesses can look for APIs, Connectors, pre-built and native integrations to provide a more seamless and efficient data transfer.
Map The Data Fields
It is time to map the data fields after choosing a suitable marketing automation platform and ensuring the integration capabilities align with the business requirements. A database company in Singapore can help handle this process by identifying the fields in the business’ contact database corresponding to the fields in the automation platform. Doing so helps establish a connection to enable seamless data transfer and synchronisation between the two systems.
First, the database company will examine the data fields in the business contact database. The fields could include contact names, job titles, email addresses, industry or company names. Next, the database company will create a mapping document that clearly defines the relationships between the fields in the contact database and the marketing automation platform. This document will be the referencing point during the integration process to ensure the accuracy of data transfer.
Establishing The Integration
The method of integration a business chooses will depend on the options provided by the automation platform and the specific requirements of the B2B contact database. The marketing automation platform may provide APIs to allow the business to create a custom integration with its contact database.
A database company in Singapore can help the business utilise the APIs provided to enable data transfer and synchronisation between the two systems. Regardless of a business’s integration method, the database company will help ensure they follow the instructions for a smooth and efficient integration process.
Integrating a B2B contact database with marketing automation platforms opens a world of possibilities for businesses. The integration enables marketers to create targeted campaigns, automate workflows, personalise communication and gain valuable insights for optimisation. Businesses must choose a suitable marketing automation platform that aligns with the needs and goals of their business.
