Combining Marketing Automation & eCommerce To Grow Business

As an eCommerce store owner, you likely don several hats to run your business.

From strategizing to marketing, selling, shipping, and customer service, there are umpteen things that fill your never-ending tasks list.

While there may be certain systems and processes set to take care of these, managing them manually regularly can be a toil.

Fortunately, there is a silver lining here called Marketing Automation.

Marketing Automation, as the name suggests, automates various marketing activities such as visitor tracking, lead generation, nurturing and scoring, email marketing, and real-time personalization to improve marketing workflows and improve the sales cycle.

Adding marketing automation to your eCommerce store helps you streamline and improve your marketing processes while reducing your workload.

But how do marketing automation and eCommerce actually fit together?

This is what we will discuss in this blog post with help of two leading platforms from both domains — Marketo (Marketing Automation) and Magento (eCommerce).

Marketo – A Powerful Marketing Automation Tool

Marketo is a Software-as-a-Service (SaaS)-based marketing automation software owned by Adobe and built to automate and measure marketing campaigns, workflows, and engagement.

It works across multiple platforms and channels to increase customer understanding, target prospects with personalized messaging, and boost conversions and sales.

Listed below are some of the key marketing activities Marketo can help you with –

Lead Management:

Let you set parameters such as demographics, prospect behavior, and sales report to identify, collect, and qualify strong leads and nurture them effectively to move them quickly down the sales funnel.

CRM Integration:

Allows seamless integration with many CRM systems, including Salesforce and Microsoft Dynamics to sync up your leads, accounts, campaigns, contacts, opportunities, and more.

Lead Nurturing:

Equips you with advanced lead nurturing and segmentation based on behavioral triggers that transition a lead back and forth in the pipeline on the basis of its actions.

Personalization and Targeting:

Utilize data to target and retarget specific leads with messages that resonate well with their individual interests, desires, and buying behaviors.

Real-time Messaging:

Automatically triggers the right message to the right person at the right time based on their activity in real-time.

Analytics:

Get powerful insights into your marketing performance through comprehensive reports measuring KPIs ranging from high-level engagement to revenue.

Magento – A Robust eCommerce Platform

Magento, now Adobe Commerce, is one of the top eCommerce platforms used worldwide to build feature-rich eCommerce websites.

It is highly scalable and customizable, which allows eCommerce store owners to customize their websites to meet customers’ growing expectations.

Listed below are some of the key reasons to use Magento for your eCommerce store –

Easy to Use and Manage:

Effortlessly manage multiple stores from one intuitive admin panel and allow ease of use to customers with multi-language and multi-currency support.

Enhanced Security:

Protect your online store from security attacks and breaches with two-factor authentication, failed logins and IPs restrictions, and unauthorized access detection.

Mobile Responsive:

Offer a responsive layout on mobile and other devices using a wide range of responsive themes and designs that are compatible with every screen size.

Multi-platform Integrations:

Extend your store’s capabilities and refine processes through integrations with multiple third-party systems such as CRM, ERP, PIM, and of course, Marketing Automation.

SEO-friendly:

Rank higher on search engines with Magento’s built-in SEO features like Meta tags, Meta descriptions, Keywords, SEO-friendly URLs, Sitemaps, and more.

Integrating Magento With Marketo

Marketo and Magento share common roots with Adobe, making them an effective pair to work with. When the two platforms are synced together, it facilitates an uninterrupted flow of lead data in Marketo when users visit, sign up or place orders in your Magento store.

For eCommerce businesses, this integration offers several benefits, including –

• Reliable transfer of customer/lead data between Magento, Marketo, and CRM
• Bridge the gap between sales and marketing teams
• Execute personalized campaigns with email automation
• Track visitors’ journeys for lead generation and nurturing
• Effectively address cart abandonment and optimize conversions
• Market to new and existing customers through personalized experiences

Maginate – Grazitti’s Magento Marketo Integration Connector

To connect your Magento store with Marketo, an integration connector like Maginate, can work like a charm. Maginate is a Magento-Marketo Integration Connector developed by Grazitti that helps you deliver holistic customer experiences. It provides you a 360-degree view of your customers to personalize every stage of their buyer journey, and consequently, increase return on investment.

Listed below are some of the key features of Maginate that make it beneficial for your eCommerce business –

Sync Customer Data:

Sync your lead/customer data between the two platforms to monitor customers’ behavior in real-time to facilitate their buyer’s journey.

Unknown Lead Mapping:

Associate your unknown lead tracking history with known customer data to get a complete view of the customer journey using Marketo’s Munchkin Cookie.

Purchase History Tracking:

Track your customers’ past purchase data in Magento to automate purchase-related communication such as product recommendations, upsell and cross-sell, etc. via Marketo.

Automated Email Nurturing:

Send automated and highly targeted emails to your leads/customers to engage them with your brand content and product offerings.

Forms Prefill and Progressive Profiling:

Use smart Marketo forms to gradually gain lead intelligence with every new touchpoint, and as a result, enable faster sign-ups with autofill forms.

Reduce Abandoned Carts:

Track abandoned carts by customers using Marketo custom objects and set up nurture email campaigns to persuade customers to complete their purchases.

DDoS Attack Prevention:

Avoid downtime due to Distributed Denial of Service attacks by using the configurable prevention of the DDoS secure connector.

Boost Your Business With Marketing Automation and eCommerce Integration

Marketing is a vital part of your eCommerce business, and automation is the way forward to gain competence. With the above example of Magento and Marketo, we understood how Marketing Automation and eCommerce integration can help you enhance your business operations and deliver effective customer experiences.

Magento-Marketo integration is a great fit for your eCommerce store to multiply your marketing capabilities and increase ROI exponentially. And to facilitate this, Maginate could just be the right integration solution as it offers better personalization, data sync, and automation capabilities.

Ready to Watch Our Magento-Marketo Integration Connector — Maginate in Action? Register for a Free Trial.