As marketers, you must liaise with many teams both inside and outside of your organization – using different applications to get your job done.
Typically, client teams are working in platforms alongside their clients, sales teams are working in platforms that manage their customer relationships, while marketers are working both in CRMs and applications that handle email marketing, video, social, design, and many more.
It is important to ultimately work as one, to make certain assets and data easily accessible both inside and outside of your organization, and to demonstrate your company value by personalising your communications to your recipients.
Here are reasons why it is important to partner with a platform that integrates with others you’re already working in:
Integrated Platforms Provide Transparency
You may know it’s a best practice to remove barriers to content and track all the client touchpoints across different media, but do the right people have access to that information?
Of course marketing automation can drive digital activities based on this data, but it is important to keep in mind that fund sales is a relationship business – marketing, sales, and client services teams need to have access to similar information to drive their efforts and conversations with clients and prospects – and the truth is, not everyone has a processes in place to easily give those teams the information they need to succeed.
Not being able to communicate internally will definitely be noticeable to those outside of your organization and it certainly won’t make clients happy.
A way to avoid that is by ensuring that all those data points are captured and stored in a CRM as well as your marketing automation platform. This will allow both sales and client teams to have more relevant and rewarding conversations with clients and prospects, and will help better align marketing activities.
Integrated Platforms Help Deliver Targeted Content to Recipients
Firstly, what is targeted content and why is it important? Targeted content is the practice of serving up marketing content through digital channels (email, web, video etc.) which will differ from individual to individual, based on the data we already have on them and their interests. This will result in more engagement and drive more business. It sounds blindingly obvious but putting it into practice is often harder than the theory. If on the other hand you send too many irrelevant pieces of content, people will switch off from the brand, and avoid engaging with any future content, even if it might be of interest to them.
How can integrated platforms help here? Depends on whether you’re basing your targeting on user-given information or inferred preferences.
If the delivery of relevant content is based on user-given information, for example the contact has told you which content they’re interested in via a preference centre, or a member of the sales team has added preferences to a CRM based off of a conversation, then you’re demonstrating an interest in their needs, and in appreciating their time. However, you also need to ensure that you’ve stitched together your website, CRM and email/automation platform, such as StoneShot, to make sure that those content choices actually feed through into the content they see, both in their emails and on your site when they visit.
On the other hand, if you’ve decided you’re going to deliver targeted content based on inferred preferences, because you do not have a means of getting information directly from the contact, then not only do you need the above integration in order to deliver the content, but you also need it to collect the behavioural data in the first place.
Very simply, the more touchpoints you can connect here (email, web, video, events, etc.), the better you’ll be able to determine what your clients want.
The benefit of this approach is that, again, in an over-saturated industry, being seen to be naturally aligned to the interests of advisers’ is a huge plus. By sending them content that resonates with them, they’re inclined to see your firm as someone they can work with time after time.
Of course, it doesn’t have to be one or the other – ideally, you’d combine user-given preferences with behavioural analytics to drive truly personalised experiences, if your tech stack, stacks up!
You’re Showing That You’re a Valued Business Partner
You appreciate the value of your clients’ time, so don’t make them waste it by searching for the information they want. You deliver it straight to them. You also demonstrate that you know them, and understand them.
In the end, for clients, integration can make the difference between getting engagement and not getting it. By keeping systems and data in sync you can remove some of the barriers to accessing the content, such as:
- Event registration – Using pre-populated registration forms, or even one-click registration, can make the difference between someone registering for the event upon invitation, or leaving it for when they ‘Have more time…’ which could be, well, never.
- Video content – A gated form for a webcast or video is just another barrier. If you can auto-register and auto-track video views, then you can remove that barrier.
- Website content – You don’t need to gate your content for known (repeat) visitors if you’re already tracking their engagement around your company website.
- Fund document automation – If you can automatically deliver updated fund documents to clients as and when they want them, you’re more likely to be seen as a valued partner.
As a company having an integrated ecosystem of platforms you work in is crucial – both to keep transparency amongst different teams, to limit the number of platforms one must switch between in their typical day-to-day, and to more effectively reach clients and prospects.
People are more connected than they ever have been before, and the platforms they work in should be as well.
StoneShot offers both a marketing automation platform that integrates with video marketing solutions and CRMs like Salesforce – enabling users to pull client and prospect data and send related content. The StoneShot platform also has robust reporting features that can be accessed across multiple teams, and has a dedicated team of professionals to assist with agency services that tie it all together.
If you’d like to learn more about our integrations, you can reach out to us here. We would love to chat.