What are the best Marketing Automation tools for integrating with your CRM system?

CRM is the heart of your business. it is and should be your only SSOT (single source of truth). it's vital when it comes down to integrating with your MAP or other data sources, you have an audit process put in place to ensure that you keep only the data which can be used to your finance, support, sales and marketing teams

Most MAPs only integrate with your CRM from a fairly basic level: Sending new records / Lead Routing / And updated records. That's about it... So when you want to plug you MAP into other systems like SMS, Gifting, Scheduling, enrichment etc.. They kinda fall flat. Hubspot I think does it the best but even that struggles with some apps. The best solution i've found is to layer on a agnostic tool like iPaaS (Tray.io) that can be your integration platform of choice so regardless of what CRM or MAP you have or eventually move / migrate to, you can be flexible at scale. Without, you're really at the mercy of whatever that tool decides is a priority for you.

It's also so important to know what shouldn't be automated. Often times Sales outreach should be personalized and carefully researched. Knowing when and when not to automate is key. The biggest advantage in my mind is how quick you can followup to ask for the next step. For example: Let's say someone hits your demo page but does NOT register... you can send a 'Abandoned Demo' email to see if they would like to book something directly with a calendly link (or other booking provider)

I've see way too many companies put all their eggs in one basket (MAP) and regret it when they move to another as their data is often incredibly hard to migrate. Instead for integrations I lean on something like an iPaaS tool like Tray.io to plug that integration gap. MAPS are great at a lot of things but they're not flexible integration platforms. Treating them as such is just going to give you a headache later on...

Hubspot: Se integra con muchos sistemas CRM y ofrece suite completa de herramientas de marketing, ventas y servicio al cliente.

I often times start with what CRM you have as each typcially has their own MAP that might be a good fit from a costing perspective. Salesforce: Marketing Cloud, Marketing Cloud Account Engagement, Marketing Cloud Growth Sales hub: Marketing Hub etc... Then there's the option of picking the best set of tools to do what you need. IE: Pick Malchimp for email, SMS Magic for SMS, Quickbooks for payment etc... And then layer on an iPaaS (like Tray.io) to connect them outside a typical ecosystem that can be rigid.