Marketing platforms should integrate with CRM engines more.

1. Discussion:
CRM data for digital marketing

2. Benefits of Sharing data (CRM – MAP)
• The constant within organizations who engage in
digital relationships with their customers is they
want to know them at a more intimate level by
utilizing more and more data sources (e.g.
sales, CRM, social, geolocation, web site
analytics)
• This presentation discusses partnering up with
Marketing Automation Platforms (MAPs), to
provide them with CRM data and vice versa

3. The Benefits
• Lock in enterprise and
mid-sized businesses
• Back-and-forth referrals
• Gain revenue from
existing accounts
• Secure market position
• Go where the industry
is headed
+

4. Example
• Pricevine has a stock management web app
through which it sells imported wines
• They have transactional, as well as CRM and
web behavior data about their customers
• Their challenge is integrating all this data into
their marketing platform, from which they are
able to send customized messages, based on
their prior (including CRM) interactions

5. Business Case: Integration of CRM with
Marketing Automation Platforms
• CRM data widely usable for re-acquisition and
improvement/maintenance of relationships
• Cross-platform API integration possible
• Industry players looking for differentiators
• Salesforce.com acquires ExactTarget
• To which extent is a partnership viable?

6. CRM data usable for customized
marketing efforts, and viceversa
• Companies want more
data into their decision
making processes:
– sales, product
management, marketing
• CS representatives help
generate perception of
closeness to customer

7. Types of API Integrations
• Out-of-the-box API: quick
implementation, one-time
investment (one size fits all)
– Release updates periodically
• Custom integration: more
service-intensive, potential
for updates on-demand

8. Space is at advanced stage, and players
are looking for valid differentiators

9. ExactTarget acquisition
• Email platforms are acquiring and integrating
with display, social media, mobile, to create
Marketing Automation Platforms (MAPs)
• APIs connect MAPs to CRM solutions in order to
increase re-targeting efficiency (more value)
• Salesforce.com recently acquired ExactTarget for
$2.5B; Experian had done so with Cheetahmail
back in 2004, and added to its integrated services

10. Partnerships
• What kinds of synergies are found?
– Culture, customer portfolio, data compatibility
•
•
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What is real benefit of back-and-forth referrals
Use of marketing, sales, other data for CRM?
To which degree is this all needed?
Potential acquisition + integration with mobile
capabilities may command premium value
– Best practices not yet developed

11. THANK YOU!