Marketing Automation and SnapApp: The One-Two Punch
May 22, 2015 | Dan Trefethen
A 2013 report by Gleanster found that 79% of top-performing companies use marketing automation. According to Gleanster, “the future of marketing is all about data-driven rules-based customer dialogs. While early adopters of the technology were largely B2B organizations with complex sales cycles, Top Performers from a variety of industries are using marketing automation to power relationship marketing, which benefits both B2B and B2C organizations.”
If your company hasn’t already invested in marketing automation, it’s probably on the horizon – so knowing how to get the most out of the marketing automation solution you have (or the one you will have down the road) is crucial.
In this week’s blog feature from team Product, we’re exploring what can be accomplished by pairing SnapApp with your marketing automation platform. We’ll cover how SnapApp simplifies lead delivery into the marketing automation partner of your choice, as well as how to incorporate engaging content experiences in your existing landing pages and email templates.
We’ll be covering some simple use cases for success using each of our various partner integrations. Newbie or veteran, you might just pick up a new trick.
Simplify Lead Delivery
Seamless lead delivery is the core of our partner integration functionality. Each partner offers their own blend of options, but all are designed to help you incorporate insight gained from SnapApp into your existing marketing automation efforts to build a cohesive marketing ecosystem.
The best way to deliver leads to Eloqua is with our Audience App. The App can be placed in any Eloqua campaign canvas and connected to other campaign elements like Assets, Decisions and Actions. Once activated, leads are funneled through the campaign steps and registered in Eloqua reporting and activities.
An additional benefit of the Audience App is flexibility to deliver leads almost anywhere in your Eloqua account including Contacts, Custom Objects, and Shared Lists. There’s no limit to the number of Audience Apps that can be added to each campaign, so go nuts – you could have three separate SnapApps funneling valuable lead data into the same campaign. Woo!
Marketo, HubSpot, & Pardot
Marketo, HubSpot, and Pardot all integrate directly with the lead form tool in the SnapApp builder. Once you’ve selected a partner, we’ll pull in all the data fields from that account so you can easily match them up to your SnapApp lead fields.
Each partner has their own set of go-faster-goodies:
- deliver direct to Marketo campaigns
- port right into HubSpot static lists
- do both with Pardot!
Since each partner has a slightly different list of required lead fields, we’ve pre-configured a lead form for each to remove the guesswork and speed up the process. Simply click “OK” when prompted to accept this feature in the platform, and we’ll auto-complete your form with the necessary fields.
SalesForce Marketing Cloud
Formerly ExactTarget, the SalesForce Marketing Cloud integrates with our platform just like Marketo, HubSpot, and Pardot, with one additional really cool feature. With the SnapApp HubExchange app installed in the Marketing Cloud, you can access our entire platform and builder from directly within your SalesForce Marketing Cloud account.
That means you sign in once to build your content and set up the accompanying marketing automation steps. Take care of all your campaign steps in one browser tab!
If you don’t see your marketing automation provider in the list above, never fear – you’re not out of luck. Most platforms offer some degree of web-to-lead functionality whereby data can be added to your leads database through a web form.
Within SnapApp, we handle this with a functionality called “HTTP POST/GET,” which lets you post data collected from SnapApp directly into a web-to-lead form. First, check with your marketing automation provider to see if this functionality is available. Once you’ve assembled the proper materials, the HTTP POST/GET option can be activated directly on the lead form in the builder.
Adding Interactivity to Landing Pages and Emails
Here’s where the SnapApp/marketing automation integration gets really fun. Loading your SnapApp interactive content into your existing landing pages and emails is a great way to increase engagement and leverage the strengths of both platforms.
By housing your interactive content on a landing page, you can join SnapApp analytics data with the robust behavioral data collected via marketing automation to get an even deeper understanding of your prospects’ interests and expectations. At the same time, you’re also generating more data points both in the SnapApp platform and marketing automation to observe, test, and tweak what’s working within the content itself – giving you the opportunity to improve your content over time.
When it comes to click rates, interactive content simply offers a more compelling value exchange. Humans are hardwired for visual, interactive experiences, and the opportunity to learn more about a solution in an interactive way is compelling. B2B marketers have found that adding an in-email rich media poll can increase email engagement by over 30%, as more prospects click from the email to the landing page.
For Marketo, HubSpot, Pardot, and SalesForce Marketing Cloud, SnapApp widget code can be added directly to the landing page using each platform’s respective builder tool. Couldn’t be easier.
For Eloqua, the embed process is handled through our Cloud Components app. Once the app is installed, simply drag a new SnapApp Cloud Component onto your Eloqua landing page, and select which SnapApp you’d like to use.
Fret not! The SnapApp builder includes an HTML generator for this very reason. The HTML generator allows you to assemble elements from your SnapApp to create a custom HTML prompt, which can be added directly to emails created through your marketing automation software.
This tool is located on the publish tab of the builder. Simply select where to send your users when they click on the prompt and the elements you’d like to include, then click the “Generate Preview” button to have a look. When you’re ready, you can copy and paste this code directly into any email draft in your marketing automation software.
Added bonus: any questions included in your HTML snippet can be answered by your audience directly within the email.
Are you taking your SnapApp & Marketing Automation game to new heights in ways not mentioned in this post? Let us know in the comments!