Integrate Your MarTech Software - dummies

By Sangram Vajre

The platforms in your MarTech stack need to “talk” to each other. All of your applications are selected to build a comprehensive experience for marketing to your accounts.

This integration is accomplished through the application programming interface (API). The API allows your applications to connect and to prevent data silos.

When you connect your platforms, guides and instructions are available from your vendors. This figure shows how you connect your CRM and marketing automation system.

Connecting your CRM and marketing automation system.

After your backbone platforms are integrated, you can connect your CRM to your account-based marketing platform. You need to align the fields in your CRM with your criteria for executing targeted ads for account-based marketing. When you are using advertising as part of your account-based marketing plan, you drive your prospects to a landing page or microsite.

Your ABM platform doesn’t give you the ability to see these individual clicks. However, you can place tracking code on your website. Your marketing automation system will give you a unique tracking code to use. This figure shows how you place tracking code on your website.

Creating a website tracking code from your marketing automation system.

You can also build landing pages for your account-based marketing campaigns. Using landing pages built in your marketing automation system, you can capture the contact information for your prospects. The following figure is an example of a landing page created in a marketing automation system, then used for an ABM campaign.

Using landing pages for ABM campaigns.

To measure the results of these activities, you see the results in your CRM. If your CRM can export data through an API, or even export as a .csv file, most ABM toolsets and import your data.