Why are you considering Woocommerce CRM integration

Marketing automation with CMS and CRM

Marketing automation is next to content marketing, targeting and the often mentioned digital customer journey THE topic of the last few years in online marketing. Before we deal with what marketing automation is and how it is implemented with your CMS (in detail below in the “Deep Dive with Drupal”), I would like to explain why we should do all these things at all and what we do for them need.

Is your marketing strategy plan already in place?

What is Marketing Automation?

Marketing automation is a system consisting of tools for automating a lead nurturing funnel as part of a digital customer journey. In order to operate lead nurturing with Marketing Automation, content is used at digitally measurable customer contact points to get to know the behavior and interests of the user and to track them in a CRM or marketing automation system. By tracking these attributes, the user is categorized in personas and automatically qualified by means of coordinated content offers such as newsletters, downloads, events via the lead funnel up to the conclusion of a purchase.

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The customer is king

- and the king does not want a “uniformity”. Marketing according to the watering can strategy (trying to reach everyone equally with the same message) no longer works today. Customers, regardless of whether B2B or B2C, want to be served individually - from the initial contact to the product and service.

However, this poses greater challenges for many marketers. Addressing each individual customer individually is far too time-consuming and drives up the acquisition costs per customer almost infinitely, especially in the B2C area.

This is exactly where your CMS such as Drupal, WordPress, Sitecore etc come into play, and the customer-side acceptance of a digitization of the customer relationship plays a major role in our cards. Don't worry, we won't reinvent everything in. Rather, we make use of the high level of integration capability of the CMS systems to integrate services that help us achieve our project To make "Marketing Automation and the Development of Digital Customer Relationships" a reality.

A few preparations are essential. I would like to take up these in this first part of the blog series.

WICHITG: You can also replace Drupal as a CMS with other CMS systems such as WordPress, which support marketing automation with a “headless” approach and thus provide REST APIs to access content via interfaces.

1) Marketing Automation Step 1: Get to know your customer

The customer is the focus. That sounds very simple at first. However, if you look at medium-sized companies right now, that's rarely the case.

Without knowing what your customers need, how they think about different things, which channels they want to use for information and how they want to be addressed, you can neither manually nor automatically establish individual and interesting communication.

It is easiest if you take a closer look at your existing customers:

  • Which industries do they come from?
  • Who is usually your contact person?
  • And what exactly does this person need from you?

In communication it's not about the companythat your customer is but about the personyou want to do business with.

Segment your customers into individual categories (e.g. according to industry or according to other attributes that serve as a distinguishing feature for you) and write down the contact person or their position in the company for each industry. For each contact person you store the most important attributes on which you want to align your communication. The first and most important step has been taken: you have created so-called personas.

2) You need a modern CRM for marketing automation

If you are already using a CRM with open interfaces - be it Salesforce, Hubspot, SAP CRM, Zohoo CRM, Agile CRM or another service - you can check this requirement. Important is that you have your Sort customers into lists according to segments or categoriesso that you can communicate with them appropriately.

Also are Open interfaces via web services are a mandatory requirementin order to be able to ensure communication between all systems involved (especially Drupal and CRM) via a microservice architecture.

CRM tools for marketing automation

We use Hubspot and Active Campaign ourselves because we can achieve a high degree of automation with them. Both Hubspot and Active Campaign are both ideal as CRM tools for marketing automation. We previously used both the “Eigenbau” CRM system and Pipedrive or Civi CRM. Hubspot as CRM for Marketing Automation also brings a complete CMS as an additional module. But it can also be easily integrated with WordPress or Drupal for marketing automation. Active Campaign is also a very sophisticated tool for marketing automation. It doesn't support the Marketing to Sales process quite as completely as Hubspot, but it's also a lot cheaper.

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A very high degree of automation can be achieved with both tools, and all the functions presented here can be implemented with Active Campaign and Hubspot for Marketing Automation, with full integration into CMS systems such as Drupal or WordPress.

3) Know the sales process

The goal of marketing automation in the context of digital customer relationships is clear: Sell ​​more and create an all-round positive brand experience. To do this, it is important to know how your customer decides in the buying process. And this is where segmentation through marketing automation is extremely helpful.

The AIDA principle
Let's make it easy for ourselves here and assume the classic AIDA principle (Attention, Interest, Desire, Action). This is usually the basis for a purchase decision and for us a clear process to think about automating communication in the marketing and sales process. Marketing automation can only be successfully introduced if you know the sales process from the first contact through to completion. Clarity about the process is crucial for success here.

AIDA is now on the journey to more sales, but one thing should be noted: content first. Without having content at hand that interests your target group (the I in AIDA: Interest), you don't need to think about how to get attention. Even if you get this attention through the right channels, but your content is not interesting, your effort fizzles out at the beginning and there is no trace of marketing automation.

If you have the right content for your target group, then it is important to get attention and stir the advertising drum. Usually via social media, newsletters, Adwords, SEO, trade fairs, guerrilla activities etc.

If you can get a person who you reach with a message through one of your marketing channels (lead) to listen to you briefly and then also find your content interesting, you have this took the first step. You have a prospect with an opportunity to sell something to (called an opportunity) and you know what interests the person. The customer should express this interest by giving you their contact details for further information, for example. Then you can guide him through the sales funnel to a successful purchase.

A little hint: Drupal and WordPress are ideal for creating landing pages with customizable content. More details on the use of CMS systems such as Drupal or WordPress for marketing automation follow below in this post.

The way to a holistic customer profile

You should transfer this contact data to your CRM in order to feed it as a tool for marketing automation. Now you have customer contact and can enrich it with interests and other attributes, e.g. using tags.

As an example: If, after reading this blog post, you would like to send me your email address because you found this blog post interesting and would like to be informed about other interesting content on the subject of marketing automation, I would tag you with "Marketing" and tagged “Drupal” and “Wordpress”.


(Attention self-promotion)

Bright Solutions offers the conception and development of web applications and mobile apps. If you need a partner who will support you in your endeavors and guide you safely through your project, you have come to the right place and I would be delighted if you would consider working with us. I would like to keep you up to date on news from the web, mobile, WordPress, Cloud and Drupal world that are of interest to you as a marketer. But now enough advertising on our own behalf 😉

Lead nurturing and marketing automation

If you operate an online shop and, for example, own a retail shop, you can identify your customers in the online shop using cookies or after logging in. The first step has been taken, you have identified your customer. The same is possible via iBeacons or customer bonus cards in, for example, the retail area in local shops.

At all of these digital "touchpoints" you collect data about what interests your customers in order to then make them a suitable offer.

If the customer has viewed an item in the local shop, for example, this could be recognized via the iBeacon connection with his smartphone on which your app is installed (of course, the customer only does this if it offers added value) and recorded on the profile. If he doesn't buy the item, you definitely know what the customer is interested in.

The price may have been too high and so you can offer a 10% discount the next time you visit your online shop and show them other similar items. Based on their interests, you can use lead nurturing campaigns in your marketing automation tool to convert your customer's interest into a need (you remembered AIDA earlier in this article).

As you can see, the idea is quite simple: You try to establish digital contact at all contact points, identify the customer, enrich his profile with it and then use tailor-made content and an adapted approach to potential interested parties via lead nurturing along the “AIDA Funnels ”to complete. All with the aim that the customer is more and more interested in you and sees added value in the communication with you.

Communication: tailored to this one customer, not all potential customers

The requirements and the principle that Marketing Automation follows are almost identical for SMEs as well as in the enterprise and large enterprise area. The point is to design the "digital customer journey" in such a way that individual communication can be tailored to the customer (not to all potential customers, but to this one customer). All activities aim to build a 1-to-1 customer relationship (also known as "Me-Commerce").

Marketing Automation CMS (Drupal and WordPress)

In the previous blog post section, you learned something about “Requirements for Marketing Automation” and got to know the procedure. You also got to know the most common tools for marketing automation. Now it becomes concrete and I would like to show you how you can implement this customizable “digital customer journey” with Drupal. This can also be done in the same way with WordPress, as there are also analogue content modules in WordPress (and many more in addition)

The way leads through landing pages. Landing pages that address a customer individually with content and possibly information about a product that meets the customer's needs.

Flexible content in the CMS

With panels, paragraphs, the media module, views and blocks you can quickly and easily create your own individual landing pages. In WordPress this is done e.g. via the Visual Composer Pluging or WordPress Bakery. To do this, the CMS must be configured in such a way that the modules interact optimally for this purpose and, through good usability, do not make life difficult for the marketer, but make it easier.

(You are not even familiar with Drupal? Please contact us for a personal demo that will show you how well Drupal can be used for content maintenance if the right modules are used correctly.). We would also be happy to introduce WordPress to you as a CMS for marketing automation - Hubspot, Squarespace and Wix are also happy to do so.

After all, your editors should not concentrate on the Marketing Automation CMS, but rather on its customers. With panels in Drupal you can create so-called panels (also called content elements) that either display uniform or personalized content or provide views, forms, etc. as elements. In WordPress these are content modules that are provided via your theme.

Think in terms of content!

Please do not think in terms of individual pages that you set up with your CMS, but in terms of content elements or content modules. This has one serious advantage: You develop content elements once (teasers, galleries, sliders, contact forms, etc.) and thus have full flexibility in the construction of individual pages, as you can arrange content elements as you like and do not have to ask the development team for a new deployment every time.

Our landing pages are also structured in the same way previously with Drupal, today with WordPress. Individual sections, each with a clear focus.

Drupal "Rules" for clear rules

With the Rules Module you can use an Event Condition Action rule to ensure that the profiles of your customers are increasingly enriched while using your site. Regardless of whether you operate your CRM for marketing automation as an open source solution or rely on cloud software such as Hubspot, Active Campaign, Salesforce, SAP CRM or Agile CRM - with Rules you can create rules in Drupal to provide your customer profiles with information regarding the To enrich interests. We recommend tagging the respective content first in order to assign this content to a target group and an area of ​​interest. If you use WordPress and Active Campaign or Hubspot, there is a kind of “rules” in the form of a workflow designer with which you can implement the desired set of rules.

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Simply put, you use Rules as follows:

Event: Content is viewed

Condition: User is known via cookie or in CRM (this condition usually has to be provided via an individual module that integrates with your CRM)

Action as a rules component: Transfer the tags of the viewed item as an attribute on the contact in your CRM.

So you have identified a prospect and know in CRM what interests he / she has and which target group the person is assigned to. This is the basis in marketing automation to provide the person with further individually tailored content until they express further interest (Step 2 AIDA principle: interest).

Content that makes you want to buy

Now you can start an email campaign in your CRM that provides all interested parties in a target group that is bulging through your content marketing (let's take bags as an example) with new, individual content. The content teasers content or products from your online shop.

However, before it goes to the pure product page, the user is shown a video. A video that shows how easy it is to carry the bag you viewed before. If the customer clicks through the content, he can put the bag in the shopping cart with a call-to-action (step 3 in the buying process: Desire). Depending on your behavior, after your digital visit to the customer journey, you will receive additional content as part of lead nurturing campaigns that will make you even more curious.

Influence the buying process

Then we await the checkout (Step 4: Action). If this is not completed successfully, the customer may not be completely convinced of the product or the price or the shipping costs shown later are too high - you can see that here you will already receive valuable information that you can use to develop your offer and to convince you Customers can use.

Even then, the person receives a tag, e.g. as a "shopping cart abandoner" combined with certain interests. Time for a voucher to overcome this price hurdle. The behavior in the shop not only provides you with information about interests, but also the current status in the purchase process.

Rules and workflows as the linchpin

The Drupal module "Rules" or in Hubspot and Active Campaign of the Workflows Designer are the linchpin to carry out actions following certain events on your digital customer touchpoints. In this way, “content and commerce” becomes reality thanks to a framework of rule-based actions and integration with third-party systems.

You can use the previously described content elements in Drupal or content modules in WordPress to display individualized content. We do this in Drupal as follows:

First, you create view modes for teasers with the "Display Suite" module for all content types that you would like to teaser individually for a target group and for certain interests (in the following I will only speak of "attributes").

You can now create content from these content types and store the attributes on the node, e.g. as tags. In addition, Drupal knows for which person with which attributes the content should be displayed.

We have created a rules action that, whenever a content is viewed by a user, reads its attributes from Drupal (or the integrated CRM) and then displays the teasers of the content elements in the panel that match the user's attributes.

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Make B2One efficient

With the right tool for marketing automation and an integrated CMS such as Drupal and WordPress, you have a powerful tool at hand to quickly create new landing pages, individually tailored to the needs of your target group, and to create an individual "digital customer" for your customers Journey ".

If you're interested, learn more about Marketing Automation Use Cases; the ability to integrate Drupal and WordPress with CRM systems such as Hubspot Salesforce and Active Campaign; To find out more about the flexibility and possible uses in digital marketing or "content and commerce", please do not hesitate to contact us. First tips and a personal, non-binding meeting are of course free of charge.