If you are familiar with the marketing industry, you probably know that marketing automation bridges the gap between leads and customers. Integrating CRM with marketing automation is all the more powerful, as it can strengthen your advertising, marketing efforts, as well as, sales strategies. CRM enables businesses to customize information they collect and store, so the configurations settings are limitless.

Looking to connect a CRM Platform you are already using with Mautic? Depending on the CRM software capabilities, there’re three types of integrations: 1. One direction (push data) 2. Bi-directional 3. One direction (pull data). Whether it’s a one-way sync (data is pushed into Mautic) or a bi-direction sync, Cloud Architects are here to determine the best solution for your integration needs.

Difference between “Push” & “Pull” Data

So what’s the deal with push data vs. pull data? Can we use them interchangeably? The answer is wrong. When data is pushed, your data is flowing into another system. For example, you are sending information into an inbox. Same with sales contacts. Each time you flow contact information into a CRM, you are pushing contacts from where your leads are generated.

With pulled data, you are retrieving information. Using a similar concept, if your CRM initiates moving contact information, you are extracting data from the lead generation system. When information is pulled, you’re retrieving information. Using a similar example to the one above, if your CRM initiates moving any contact information, you’re pulling from your lead generation system. So if you’re extracting information out of a database, out of a system, that’s called pulling. If you’re putting information into a database, you’re pushing.

Start with a CRM you are familiar 

For many, CRM Platform is a catch-all tool to maintain client relations and collect data from individuals. You may already have many contacts on your CRM and would like to deploy email marketing with your existing contact list on the CRM; while some contacts may come from a contact form connected to the Mautic server. So it’s important to have the interconnected between Mautic and CRM Application. Here are several CRM integrations that Mautic supports.

How to use Marketing Automation with your CRM?

Similar to Google analytics, marketing automation tracks pages that visitor spent time in and provide country data about each visitor. But marketing automation offers something more than just web analytics. It starts with tracking page visits and with cookie consent, it can follow your contacts around on other online locations. Sometimes, you can even use marketing automation for in-store tracking, to feed in-app offerings to your customers.

With marketing automation, your organization can sell to virtually anywhere around the world using email, SMS, and social media. It’s a bridge that allows your company to not just do phone sales and follow-up emails in a basic CRM application. Marketing automation also helps you refine, set speeds, organize traffic, until finally each lead has been well-nurtured ready to feed into your CRM as a buying customer.

Why CRM integration is important?

You might have some data related to contacts and prospects resides in the CRM software. And some data stored in Mautic. Well, this can be a problem if the same lead has inconsistent contact profiles in both the marketing automation and the CRM platforms. Worst yet, one profile might have information that is outdated while the other one is more current. And the sales team have no clue which contact profile is more relevant. Without proper marketing automation and CRM integrations, your sales team might have spent double or even triple the time and effort to followup with the same leads. These leads might be annoyed by too many followup sales calls and emails. Causing vendor-client relations to suffer.

This is where Mautic-CRM integration comes into place. The best way is to concentrate the sales efforts and sync the data in real time between applications. So your clients are happy to discuss their needs without being bombarded by excessive sales calls. Using sales stages in the CRM pipeline, you can filter out non-eligible contacts and convert contacts into buying customers.

If you think the CRM to marketing automation integration makes sense for your business, contact our System Architect for advice.