Email marketing, CRM and advertising platforms on the same database.

Control marketing based on actual customer status

A new inquiry is not yet a qualified contact and an agreed appointment is not yet a customer. When email marketing, CRM, and advertising platforms use different states, messaging and analytics diverge. Customers may then receive an acquisition message even though they are already onboarding.

We develop marketing processes that are based on traceable contacts, events and status values. Existing tools are connected according to their purpose. An additional platform only makes sense if it closes a specific gap in the process.

Connect Customer.io to the CRM and your data

Customer.io can be used for event-driven email streams and targeted segments. The first thing that matters is what data the system receives: Where does a contact come from? What is the current status? Which message has already been triggered? Which person or system is allowed to change a value?

We clarify the assignment of people and companies, the required events and how to deal with contradictory information. For example, a CRM change can start a suitable route or end an ongoing route. Shipping and data flow are checked with suitable test cases before activation.

Provide advertising platforms with better signals

Customer.io offers, among other things, integrations for advertising target groups and conversion data. We differentiate between these tasks: A target group describes which contacts are in a group. A conversion feedback describes a specific event. Not every integration automatically transfers both information.

Together we determine which signals are relevant for your business model, such as a qualified inquiry or a confirmed transaction. The implementation depends on the existing accounts, interfaces, authorizations and the applicable platform requirements. A data connection does not guarantee cheaper leads.

A sensible process from lead to customer

The specific structure depends on your sales process. A possible process is discussed with the team as an example before implementation.

• A contact comes into the system with an assignable origin and the necessary approvals.

• The CRM records qualification, deadlines and results.

• The email route reacts to the current status and takes unsubscribes into account.

• Suitable target groups or conversion events are passed on to the agreed advertising platforms.

• Joint reporting shows data gaps and the development up to the customer.

Controls, reporting and ongoing development

Consent and unsubscribe status, access rights and deletion processes are part of the technical planning. Please clarify with your responsible specialists which data may be used; we implement the agreed requirements in the system. Technical connection and legal admissibility must be checked separately.

For the evaluation, we define the origin, time window and key figures. Opens, clicks, qualified contacts and transactions answer different questions. We show these differences rather than adding together several disparate numbers to create a seemingly accurate overall metric.

Further manufacturer documentation: Customer.io: Ad audiences · Customer.io: Integration directory

Related to this topic: Palacios Relations practical project: combining CRM, marketing and reporting. · CRM consulting · CEO Dashboard & Reporting