How to Connect Your ERP to a Marketing Automation System

A complete view of each customer (a 360-degree view) is at the heart of modern marketing. But often the actual sales data sits in the ERP, while customer behavior data sits in the Marketing Automation Platform.

Why connect them?

Personalization: Send promotions that match each customer's interests, based on their most recent purchase
Segmentation: Group customers by purchase value (LTV) or by the products they buy most often
Automated Workflow: Automatically send a thank-you email or a review request when an order is completed

Integration steps

Identify Data Points: Specify the data the two systems need to send each other, such as Customer ID, Order History, and Total Spend
Choose Integration Method:
- Native Integration: If the system has a supported plugin
- iPaaS (Integration Platform as a Service): Such as Zapier or Make
- Custom API: Write your own integration code through the API
Map Fields: Match the data fields between the two systems so they line up
Test & Monitor: Test the data transfer and check the logs regularly

A well-built integration lets the marketing and sales teams work together seamlessly and creates the best possible experience for customers.