Combining your CRM and your marketing automation solution is the key to having a powerful tool, consistent and useful data to both marketing and sales teams! This article on CRM and marketing automation synchronization summarizes the key points of a good synchronization. Focus on the Salesforce & Webmecanik alliance.
Salesforce is the world leader in CRM software. This American software company focuses on customer relationship management.
Webmecanik Automation is a French marketing automation solution based on Open Source technology.
The combination of the two is a very powerful marketing tool to manage the relationship with your contacts, identify leads and follow up your customers. That is why we recommend you to integrate your Salesforce CRM system with Webmecanik Automation. Here are the main features of this synchronization.
How Salesforce and Webmecanik Automation synchronization works
The synchronization between Salesforce and Webmecanik Automation unifies the management of leads, contacts, companies and contact’s activities in both ways. However, a priority rule applies: for example, it is possible to configure that fields filled in your CRM are not replaced by a Webmecanik Automation field. Or the other way around! This way, you can avoid updating data with an incorrectly filled out form, or changing a billing address.
The added value of the Salesforce & Webmecanik Automation integration: synchronize contacts’ activities
A contact’s activity gathers all the behavioural history of the contact: visited pages, downloaded white papers, clicks on an email, form submissions, participation in a campaign, etc. This information is very useful to the marketing team to segment and adjust campaigns according to the contact’s behaviour, and it can also be very useful to the sales team. In concrete terms, a salesperson can adapt his or her pitch according to the prospect’s activity and talk about what really interests him: for example, if a customer visits a new product page, it might be relevant to make an offer.
“We use the bi-directional Automation > Salesforce synchronization to synchronize data from leads, contacts and accounts via email campaigns and registration forms. This synchronization helps our Sales and Customer Success teams to have real-time data and avoid re-entering data into the CRM. When a prospect fills out a registration form, the lead automatically goes into Salesforce. The marketing team can create targeted segments from the data contained in the fields of a Salesforce record. Synchronization is possible with standard Salesforce fields but also with custom fields, we just need to map them with the Automation fields. This feature allows us to create custom campaigns according to our needs!”
