with Michael Bunch Senior Enterprise Architect
Integration between digital commerce and marketing automation platforms is an essential component in creating cohesive commerce ecosystems. This in turn enables B2B brands to deliver compelling multichannel commerce experience to their customers.
We saw a huge opportunity in this area when Adobe acquired Magento. With marketing automation leader Marketo already part of the Adobe Experience Cloud, there exists tremendous upside to empower B2B merchants utilizing Magento to take their customer experiences to the next level.
As part of our ongoing efforts at Gorilla Group to unlock and accelerate time-to-value for our clients, we formed a team to build our newest proprietary IP: custom middleware that serves as a Magento – Marketo Connector.
Up to now, passing data from Magento to Marketo has been a potential pain point for merchants. It can be a time-consuming, resource-intensive process that lacks efficiency and scalability. That’s where the Magento – Marketo Connector comes in.
The Connector provides all the functionality needed to support transactional emails, profile centers, preference centers, and lead/data synchronization with a zero-code solution. That means no developer is needed. Marketers or designers can use Marketo’s drag-and-drop email builder and email templates. Once implemented, no new coding is required to add a new email type, profile attribute, subscription, or even to bring on a new customer.
The Magento – Marketo Connector allows all emails, both marketing and transactional, to be created and sent from a single system. This allows for better cohesion and a tighter bond between marketing campaigns and commerce. The Connector allows transactional emails to be created and designed from within Marketo, which allows designers to take full advantage of Marketo’s advanced email functionality. Transactional emails have never looked this good.
This integration allows for number of customer-centric use cases by adding personalization and intelligence into everyday emails. Suggest related products in order confirmation emails. Insert customer demographics (e.g. location) in a new customer welcome series. Generate insight-driven abandon cart campaigns.
User data can also be shared between the systems, which can result in a broader analytics dataset, and a more holistic view of the demographics between engaged and unengaged customers. Also, by importing Magento customer order history into Marketo, marketers can incorporate customer order data into their emails, allowing them to serve up highly personalized campaigns and increase conversions.
Here is a list of the tasks supported by the Magento Marketo Connector:
Trigger Smart Campaign
- Adds a lead to a smart campaign
- Auto-add Lead record
- Require that all leads be new leads
- Require that leads do not belong to an existing static or smart list
- Update lead attribute values
- Support message tokens
- Create, Retrieve, Update, and Delete custom object records
- Add a lead to a static list
- Remove a lead from a static list
- Retrieve members of a static list
- Add a lead to a smart list by toggling a membership attribute
- Remove a lead from a smart list by toggling a membership attribute
- Retrieve Smart List Members
- Add a lead to a program or change their program status
The net result? There are numerous benefits for Merchants already leveraging (or considering) these market-leading solutions. The Magento Marketo Connector reduces integration efforts by up to 90%. It bolsters organizational efficiency by enabling streamlined processes. It also enables organizations to enable best-in-class digital commerce and marketing automation across the customer lifecycle.
The Magento Marketo Connector is an exclusive Gorilla Group offering. Connect with us at firstname.lastname@example.org to learn more.