ERP and Marketing Automation Integration
It may seem like marketing automation software such as HubSpot may not have a lot to do with your back-office operations and ERP platform. However, that assumption couldn’t be less true. In fact, there are countless use cases that demonstrate the utility of integrating marketing software with ERP. After integration, your whole business can effectively share data around sales history, shipping orders, project orders and other areas where both front and back offices interact.
After all, modern marketers are spending more time collecting and analyzing consumer data to drive decisions and build effective campaigns. While a lot of your marketing data may currently be gleaned from Google analytics and third party reports, your organization itself has a treasure trove of data that you are likely leaving untapped. We've talked about the benefits of connecting ERP and CRM before, and why ERP data can be incredibly valuable for your sales team. Naturally, that wealth of customer data and sales history would be useful for your marketing team and their campaign efforts
Access to End Customers
The best marketers know that the most valuable—and sought after—customer is a returning customer. Once your business has captured someone as a customer, retaining them and influencing them to become a returning customer can be critical to generating business growth and fostering word-of-mouth marketing. Currently however, many businesses may not be the first-hand provider to their end customer, especially if they work with a distributor. This means that direct marketing to many end customers is more difficult than just looking at sales history.
If your customers are placing orders and organizing delivery through a third party, such as Amazon, your marketing team likely has very little awareness of what is occurring with these customers. Many businesses that rely on this model can obtain a meta file describing the activities that have occurred with these third parties, but this method offers little in the way of opportunities to truly engage with your customer base. By connecting a marketing automation platform with ERP software, your business can begin leveraging knowledge about your orders and customers to market new offers, products and services directly to these customers.
Trigger the Marketing Cycle from the First Order
Imagine that a customer orders your product from a distributor like Amazon. If the product they’ve ordered has a natural life cycle (i.e. technology that expects to be worn down or outdated at a predicted point), they can instantly be entered in a specialized marketing campaign in your automation software. Your marketing platform can utilize their order date and contact information to push email blasts that remind them when to reorder, offer them promotions, or suggest bulk discounts for the right products at the right time. By connecting marketing automation with ERP, businesses can expect to see their marketing departments offer new content marketing, e-mail and re-targeting campaigns to customers that would otherwise go ignored. If your businesses thrive from repeat customers, this kind of innovation is a no-brainer.
Use Integration to Upsell Your Other Services
If your business relies heavily on maintenance, service or continuous improvement plans, having access to your historical ERP data could generate a wealth of new opportunities for your marketing department. You’ll be able to ensure that every customer that makes an order gets marketing campaigns for related goods, maintenance services or other products that might represent a natural progression from their purchase.
Imagine you're a company that makes knives, and that your product is largely sold through brokers and third party dealers. By connecting marketing automation with ERP, your marketing team can now engage these customers to purchase warranty or service plans that may otherwise not reach the customer if you hadn’t collected that data. If your broker or dealer isn't heavily pushing these plans, there is a good chance that marketing could capitalize on some great opportunities. After all, you have a registered interest and a qualified lead in returning customers. You know you’ll be investing marketing resources smartly.
Integrating marketing automation and ERP software can offer a great deal of new marketing and revenue-generating opportunities to your business. With the increase of distribution through eCommerce and third party brokers, many businesses are now housing some of the most powerful marketing data imaginable inside of their own ERP system, yet leaving it untapped. Don’t let your business miss out on that opportunity.
To capitalize on all your data, the experts at Datix have built Unity, a packaged integration platform designed to integrate your Epicor ERP with CRM, marketing automation and many other forms of enterprise software. Our latest pre-built integration seamlessly connects Epicor with HubSpot, a premier marketing automation platform with extensive user-friendly tools that are perfect for businesses of all sizes. If you're interested in building a connected enterprise, reach out to us today. Schedule a demo of Unity so you can see what it’s all about!