How to Test Marketing Automation Integration - dummies

How to Test Marketing Automation Integration

By Mathew Sweezey

Integration testing of your marketing automation solution with your customer relationship management (CRM) system should focus on your data flow, lead flow, and reporting. Follow these steps to test your integration:

  1. Create a dummy lead and campaign.

    A dummy lead is a made-up prospect or customer that you add to your database as if it is a real record. A dummy campaign is a fictional marketing campaign.

    For a little fun, use a famous person’s name and attributes in your dummy lead. Make sure that your dummy lead includes all data points, and include the word “test” in each field. If it is a preconfigured field, just remember what you selected. Attach your lead to your dummy campaign to allow you to test reporting in Step 4.

  2. Sync your dummy lead with your CRM to test your lead flow.

    Exactly how this is done depends on the application, but it should entail a Sync button that you can click.

    Your lead flow test is successful if your dummy lead is correctly assigned over to your CRM application after syncing your data.


  3. Test your data flow.

    You need to test data flow in two directions. Make sure that all the data from your dummy lead is transferred to the new record in your CRM tool when completing Step 2. Then, create a new dummy lead in your CRM tool and repeat Step 2 by syncing the lead from your CRM tool back to your marketing automation system.

  4. Test your reporting.

    Check your dummy campaign to see whether your reports are reading the information and your lead source report shows that your dummy lead has arrived. If you are not seeing the dummy lead in your reports, contact your vendor to see where you are going wrong.

Some marketing automation tools require you to make a white list of IP addresses of the tool. For instance, your marketing automation tool is most likely a software-as-a-service (SaaS) solution, and you access it via the Internet. Your CRM tool may also be an SaaS solution. If this is the case, your CRM tool needs to know which applications are allowed to access your data.

Verifying the IP address of your marketing automation tool is how this is accomplished. If your IPs are not verified in your CRM tool, you can’t finish your connection, and you’ll have problems. If this verification is required, your vendor will let you know.