Integrating Marketing Automation Platforms With Drupal for Improved Workflows

“Good marketing makes the company look smart; great marketing makes the customers feel smart.” – Joe Chernov, VP Marketing, Pendo

In today’s fast-paced digital world, marketing needs more than just a physical team to manage workflows. The traditional marketing practices involve many repetitive tasks that consume a lot of time and may hinder productivity.

This is where marketing automation integration comes into play. The integration of marketing automation tools simplifies marketing practices and eliminates repetitive tasks. Thus, helping save time, expedite processes, and boost ROI for business growth.

The Need to Integrate Your Marketing Automation Platform With Your Website

Marketing automation platforms (MAPs) help streamline and automate marketing activities to increase operational efficiency. They enable organizations to market on multiple channels by automatically triggering actions based on customer behavior.

Integrating a marketing automation platform with the website gives organizations easy visibility of customer behavior along with the centralization of data for improved workflows. It also facilitates various marketing activities, including lead generation, tracking visitors, lead nurturing, real-time sales notification, lead scoring, retention, and cross-sell and upsell to name a few.

Benefits of Integrating Your Marketing Automation Platform With Your Website

Integrating your marketing automation platform with your website comes with a myriad of benefits that enable you to connect with customers quickly and potentially increase sales. With this integration, businesses can:

• Cut Costs and Increase ROI

Marketing automation tools allow businesses to set up campaigns on auto-pilot which reduces staffing needs and costs. As per reports, this also increases conversions to as high as 53% and gives companies ROI within 12 months.

• Conduct Frequent Tests

Marketing automation facilitates frequent testing of marketing messages, including landing pages, emails, and online forms for adjusting and altering subject lines, CTAs, and tone of voice to better engage audiences.

• Enhance Sales Cycle

Lead scoring and nurturing tools help acquire prime marketing qualified leads which are then converted to sales qualified leads with the help of human interactions.

• Refine Processes

Marketing automation ensures that any obstacle along the customer journey is identified timely. And if the team is unable to convert the lead, instant feedback is provided to improve performance.

Drupal + Marketing Automation

Drupal is not only known for its scalability but also huge flexibility and an active community that contributes various marketing automation modules and plug-ins within the Drupal CMS. Other than these free and out-of-the-box tools, Drupal can seamlessly integrate with a number of third-party marketing automation software, making it a powerhouse for marketers.

Marketing Automation Integration Modules Available in Drupal

Drupal is equipped to help you leverage automated marketing strategies down to their core. Here are some of the marketing automation modules that Drupal is integrated with the most:

• HubSpot

HubSpot offers a variety of inbound automation tools, including the marketing hub, sales hub, and service hub. The HubSpot Drupal module integrates its JavaScript tracking code to cover all the basic tracking needs.

• MailChimp

The Drupal MailChimp module integrates MailChimp with Drupal to track and create a list of website visitors which is then sent to MailChimp for email automation. It also lets marketers create campaigns, sign-up forms, and track activity from the Drupal website.

• Eloqua

Eloqua facilitates marketing campaign management, lead management and engagement, and email automation. The Eloqua Drupal module is further divided into module fragments like Webform Eloqua and Eloqua API Redux that help extend the automation engine’s functionality.

• Pardot

Pardot is a marketing automation platform owned by Salesforce that helps in customer behavior tracking, lead generation and nurturing, SEO, website tracking, and more. The Drupal Pardot module integrates web analytics with Drupal that helps create, manage, and deploy online marketing campaigns.

• Marketo

Marketo automates activities like lead tracking and nurturing, analytics, social marketing, personalization, and more across various devices. The Drupal Marketo MA module adds a munchkin tracking code to your Drupal website to capture lead data during submissions and updates.

Our Drupal Marketo Integration Connector automates the targeting of known Marketo leads and offers them personalized content for improved engagement, conversion, and subscription rates.

Conclusion

Integrating your marketing automation platform with Drupal is a sure-shot way of converting leads into happy customers. It empowers businesses to deliver excellent experiences, optimize productivity, and accelerate revenue growth.