Overcoming challenges with integration is no easy feat. Data driven by SaaS, Cloud Computing and Mobility results in an abundance of customer information. The challenge no longer lies in obtaining buyer information, but in integrating all of the data endpoints.
Integration across disparate systems is crucial to better understand customers, observe behavior, analyze data and create the optimal customer experience. However, not all marketing tools are designed to communicate with others. A whopping 500 billion dollars a year is spent trying to solve this problem.
Crimson Marketing, experts in marketing technology, sat down with MuleSoft’s Mahau Ma, VP of Marketing to chat about this problem and how it manifests itself:
- MuleSoft for example, uses over 100 SaaS applications, a website on Drupal, a blog on WordPress, interactions though Marketo and Salesforce, a content engine on Insightera, and customer forums, to name just a few demand generation tools.
- Retail “Omni Channel” operations: A company might have SAP at the core, legacy EDI systems, modern API technologies, social marketing channels, mobile channels, an E-commerce engine, a payments engine and interactions in a brick and mortar store as individual components of their product marketing machine.
- The Healthcare industry: Having a 360° view of the buyer can literally be a matter of life and death. Ma details a case where his top five Pharma clients had to maintain product marketing data from over 8,000 websites, social channels, mobile apps and physician channels to ensure not only a great buyer experience and optimized demand generation, but also to avoid potentially fatal errors.