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Add Value to Your Marketing Automation with our Marketo Integration

Add Value to Your Marketing Automation with our Marketo Integration

Elizabeth Crouch
By
Elizabeth Crouch

Marketing automation has been a game-changer for business operations: countless hours have been saved on both marketing and sales teams, prospects have been better nurtured, more customer data has been gathered. That’s why most leading-edge companies invest in marketing automation — and why we’ve developed integrations for the four leading marketing automation platforms: Marketo, Oracle Eloqua, HubSpot, and Pardot.

But with great marketing power, comes great marketing responsibility: namely, to stop doing spammy, irrelevant, poorly targeted “blasts,” and strive to deliver better-targeted, behavior-driven 1:1 customer experiences.

Even with the best-in-breed apps, marketing automation is often limited to one channel — email — and it’s hard for other teams outside of marketing to get visibility into individual customers’ responses and subsequent interactions. Worse, automation isn’t always applied to the full customer lifecycle. We start with outreach and fall off some time between customer onboarding and renewal — often failing to capitalize on opportunities to gain better insight and customer intimacy, and even to upsell, cross-sell, or renew contracts.

Even if you have enough cross-team collaboration to apply automation to the full lifecycle, other common problems can arise:

  • Inconsistent follow-up sales activity on the opportunities and responses driven by your marketing campaigns
  • Incorrect campaign attribution as data gets passed between teams and systems
  • Automated campaigns keep running, even when a customer has a service issue or doesn’t wish to be contacted anymore
  • Personalization of campaigns often relies on outdated modes of segmentation like demographics, title, or general market
  • Without contextual data from other teams and systems of record, automated messages tend to be irrelevant and spammy

Spam is the opposite of delight. And in today’s digitally connected world, a seamless, relevant customer experience should be table stakes. CX-focused organizations have to focus on the customer journey — not just understanding and mapping it, but also defining the underlying rules and processes that will guide customers successfully to the next stage, and ideally, automating and optimizing them.

Now imagine what you could do with the principles of marketing automation applied to full customer, product, and partner lifecycles — and enriched by customer data from all of your systems of record.

With Usermind, you can identify and define a customer across systems (marketing, CRM, help desk, usage analytics, etc.) using entity mapping. The appropriate Salesforce contact, account, owner, Mixpanel profile_ID, and other related data will automatically be associated with that customer in any given workflow in Usermind.

With customers defined across all systems, it becomes possible to orchestrate powerful, personalized customer journeys — and to deliver 1:1 experiences at scale.

How it Works

With Usermind, you can easily automate a complex workflow based on conditions and actions in any connected system.

For this example, we’ll use Marketo for marketing automation and email, Mixpanel for analytics (here, you could also use webhooks or our custom database integration), Salesforce for CRM, and Slack for team communication. Here’s how we would build a simple behavior-driven nurture journey for users who take a specific action, and then do or don’t take a specific follow-up action.

1. Build your map to identify related objects

Once you’ve authorized all these systems to connect to Usermind, it’s easy to define a single entity (i.e., your customer) across all of them.

Here’s how you would connect and relate the key entities and objects between Marketo, Mixpanel, and Salesforce:

Marketo - Map.jpg

2. Define your journey

Usermind journeys consist of milestones (conditions that need to be met to progress to the next stage) and rules (conditions and subsequent actions).

So if a customer has a certain interaction on your site or in your product, then trigger a specific action or set of actions, like notifying the account owner in Slack, changing the customer’s program in Marketo, and adding behavior data to a custom field in Salesforce.

For this example, our events will be a whitepaper download and watching a demo video, both tracked through Mixpanel.

When they download the whitepaper, we’ll update their browsing activity in a custom Salesforce field, then add them to a list in Marketo

Marketo - Rule 1.jpg

So what happens if a customer then takes further actions? With Usermind, it’s easy to use real-time behavior to change program status, lead status, and trigger actions in connected systems.

Let’s say our customer then goes on to watch a video of our product. We can change their lead program status in Marketo, add them to a new list, and trigger a task for the appropriate sales rep to make a 1:1 outreach call.

Here’s how easy that is:

Marketo - Rule 2.jpg

Because Usermind supports all of your customizations in Salesforce, Marketo, and other applications, the sky’s the limit when it comes to automating and orchestrating your customer journey.

Using behavioral data from Mixpanel, webhooks, or your own product database, you can finally apply the power of automation to complex workflows across your entire tech stack — and even automate more personal outreach from your team, through real-time notifications and task creation.

With contextual data from other systems guiding your Marketo programs — and full customer lifecycle data enriching actions taken by your sales and customer success teams — you can finally deliver a more seamless, relevant customer experience, without monopolizing months of engineering and development time.

Elizabeth Crouch
Elizabeth Crouch
Senior Marketing Manager at Usermind

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