Zapier is the automation platform, which allows to integrate and automate various tools available in the market, and it empowers any business to synch data across 5000+ applications. No coding is required for automating the tasks by writing the zap, but the marketers need to understand the business process so that they can write the triggers and the actions accordingly which suit their requirements.?
Zapier is a Cloud integration tool, which allows the Marketers to integrate, automate and innovate Marketing actions through ZAP Flows, contains triggers, and actions. It is different from the native integrations, and it can be customized based on your needs, which is why it is so popular in the Marketing Ecosystem.
Marketing Integration is one of the most important components of Integrated Marketing. It helps the Marketers to provide seamless experience to the customers across various Marketing Channels.
Automation is making something done automatically without much manual work.?To explain further, it the combination of once and execute, once the defined actions happened then execute the subsequent actions. Almost all the automations have been written based on the core concept above.
Zap is the automated workflow you created inside the platform which contains, Triggers, Actions and Applications. Zap can have one trigger and one / Multiple actions based upon requirements. It is very similar to the workflows what we have inside HubSpot / Marketo / Salesforce CRM. Once we connected a Marketing tool to the Zap, you can also have the option to use that login for multiple Zaps, without logging in each time. This saves lot of time.
We can also have the option to customize the data which we need to send to the respective CRM or the Marketing Automation tools. If you want to send the data with default / predefined values when they triggered from a marketing application and passes to another marketing tool through zap.
One trigger and one action: For every form submission, Marketers wanted to add the custom values like Lead Owner, Vertical / Industry etc. and it will be achievable inside the Zapier.
One Trigger and Multiple Actions: For every form submission, Marketers wants to send the data to salesforce as new lead, and to MA Platform HubSpot as new contact with customized field values (Prefilled / default).
Trigger will listen to the actions which has been performed by the targeted end user, like visiting the webpage, engaging with the email, submits the form etc. If the user done any of the actions you have defined in the trigger section of your zap, then the zap will be started to execute the immediate actions which has been defined by the Marketer.
Action is what you instruct the Zapier to do when the trigger requirements are met and true. ?
For Ex: If the Company page gets the new mentions in your social handle (is a trigger and when its turn true) – then it will be automatically informed to the social media team to take a note and respond to the mentions automatically.
Why Marketers needs Zapier:
- Redundant Marketing tasks can be automated.
- Seamless Integration Capabilities
- Its saves lot of time, money, and resources
- It is highly recommended when there is no native integration support provided by the Marketing Tool.
- It helps the Marketers to manage their leads effectively and watch High value opportunities.
- It reduces the Human typo, since all the data synchs can be automated.
- Easy to track the failed synch, and the reason behind the error in the History section.
Few examples of the redundant tasks which can be automated using Zapier are as below,
- Email Notifications: You can create an email notification if anyone responds to you from your LinkedIn Campaigns (Engagement Metrics like Accepted connections, New Message received etc.).
- Real time Notifications: Send real time notifications to the Sales team if the lead showed up on website and interacting with the content.
- Send Message through Slack: If any of the targeted contacts accepts your LinkedIn Connection request, we can send out the Slack notification to the sales team about it and make them to follow up with that engaged lead for the next steps in the process.
- B2B Nurturing Campaigns & Automate Emails: We can automate the B2B Lead Nurturing using Zap, for all the leads who interacted with the Ads Campaigns, Email and submitted the website business forms.
- Form Responses: Create new contacts in the CRM for every Type form / HubSpot form submissions.
- Lead Scoring: Lead Scoring is one of the important features to have in the B2B Marketing Ecosystem. Lead score is the process of scoring the leads based on the certain criteria's. Lead can be scored based on multiple attributes like Demographic Data, and the engagement actions performed by them in Website pages / Email Campaigns / Landing Pages / Social Media post and the Marketing Ads. Through Zapier we can use the above fields as triggers and update the lead score accordingly. Ex - If they visit more than 5 pages in one session, then update the lead score field to +20.
- SEO Monitoring: If the Marketers use SEMrush, then they can integrate SEMrush with Zapier, and if any website issue pops up during the site, zap will be creating a to do in Trello or Jira or Base Camp tool for the SEO team to fix the issue.
- New Event Registration Form Response: In LinkedIn Events, if anyone shows interest and click on the Event CTA button, then we can have the option to send this people to zoom / any webcasting software’s (supported by Zoom) as new registrant and to HubSpot / any marketing automation platforms as new contacts.
- New Lead Gen Form Response: If we use Lead gen forms in our ads and if any interested contacts submit the form, we can send them to our CRM and our Marketing Automation platform as new contacts who shown interest with our ads.
- Send Event Attendees to HubSpot / Active Campaigns: We can be able to send all the event attendees to HubSpot Campaigns as responded people. So that we can automate the communication to the attendees seamlessly.
- Create HubSpot Contacts for every Calendly Invites: If you want to document every other meeting you have with clients, then using zap it is possible to create the meeting attendees as new contacts in their respective marketing automation platform and CRM.
- Add Lead Gen Form Responses to Gsheet: we can automate all the LinkedIn Lead gen form submitted contacts information to Google sheets so that we can analyze the date once the event has been completed.
- Post on Slack: We can Automate the post an update in Slack and communicate the Event registrations to the internal teams so that they can see the progress of the event promotion campaigns and celebrate the success of the event.
- New Record is created / updated: we have the option every time the new record is created / updated in salesforce, we can customize the actions based on our business needs.
- New Field in the Object is updated: Even if any of the fields in the object is updated like Email, Stage, Order Status, Delivery Status we can customize the actions accordingly.
- Communicate Customers if the deal is moving to the next stage: ?With the help of the CRM data, if any deals is moving between stages, we can have the option to communicate the progress to the customers.
- Integrate CRM with Project Management Tools: When anyone submits the form, we can create the tasks inside salesforce for the respective lead owner to follow up and have the option to create a task if we use project management tools like Trello or Jira. ?
- New Contact, Company, and Product: Triggers when new contact / company / Product newly created or updated.
- New Deal / Opportunity: Triggers when New Deal is created.
- New Email Event: We can have the option to trigger the email events like if anyone opens the email, clicks on the email and responded to email etc.
- Triggers when New Meeting / Call is scheduled – We can write the trigger whenever new meeting, or the call is scheduled.
- Social Media Post updates – Success or error can be triggered.
- New Contact added to the specific list- Triggers when new contact has been added to the email list (dynamic list)
- New Contact Property / Company property (Field) changes – Triggers when there are any field changes in contact or the company fields (which is called as properties in HubSpot) Ex – Lead score is more than 50, Leads status is changed to qualified.
- New Ticket is created - Informing the Service team about the cases based on priority and send real time email notifications to them, so that they can look into the case immediately.
- Triggers when new prospect is synched with Pardot – When any new lead synched with Pardot as new prospect, then we can use them as a trigger and brainstorm the next set of actions.
- Marketing Ads and Website Forms - We can have the option to send leads generated from LinkedIn, Facebook and Google Ads, Unbounce LP form submissions, Type form submissions, as new prospects inside Pardot and inform the team through slack notifications.
- Automated Data Pack Ups - We can also send the qualified prospects information from Pardot, to google sheet and send auto emails every week to the team so that they can track the qualified prospect data.
- Triggers when the new leads are created in CRM – Once this done, we can have the option to add them to a list, or a campaign inside Marketo.
- Website Forms: Same as Pardot, we have the option to send the lead generated across the website and landing page forms to Marketo as new lead / update the existing leads.
- Marketing Ads: We can integrate the ads to Marketo and any leads generated from the ad medium will be sent to Marketo as new Leads the lead nurturing campaign will go live.
- Offline Leads Conversions: Sometimes the business gets the lead through business cards, and these people won't receive marketing campaigns from the store. To convert these business cards into new leads, Zapier has apps which help us to scan the business cards and add them as new leads in Marketo, and send out the nurturing campaigns to get them move through the lead funnel. Ex- Quick Tap Survey / Covve Scan to Marketo.
- Aligning Marketing and Sales team: If you Marketing team do all their touchpoints from Marketo, but the Sales and Service team use different applications, and Zapier has the option to bring all the touchpoints from the sales and service inside Marketo, and this will help the Marketing team to view the complete picture of all the leads. Ex - Drift to Marketo, and Instabots to Marketo.
- SMS Alerts: Zapier provide SMS alerts to the team on new Marketo Leads.
- Post to Slack: Post the new leads through the Slack channel.
- Automated Data Pack up: We are also able to pack up the generated leads to Excel or Google Sheet. We can also create new Trello cards to the team to do the follow-ups.
- Webhooks: Zapier has 5000+ applications, and if there is any app which is not available, then we can have the option to use webhooks and send the data to Marketo.
- New Campaigns is created or sent.
- Email Opened / Link Clicked
- New Audiences added to the Mailchimp accounts.
- New Customer / New Subscriber / New Order
- New Campaign started Sending / Fields updated / New Campaign Open, Click, and Unsubscribe can be used as triggers, inside Zap and we can define the actions based on our requirements.
- Nurturing the Leads - When any leads signed up for Marketing events, we can be able to send automated follow-ups and nurture campaign with product updates and make them engaged with the brand and purchase more.
- Payments and Orders - Once the customer completes the order, we can send the confirmation emails and the onboarding series sequences to the customers who completes the transactions.
- Track and logs contacts through spreadsheet - For the safety it's good to have a track record in google sheets for all the leads which we follow through Active Campaigns.
Twitter- Automate the Tweets: ?For Every post the Marketers used to post in Facebook channel / new videos posted in YouTube channel can be automatically tweeted using their official twitter account.
- New WordPress posts / New Post in Facebook / New Videos in YouTube or Vimeo / New LinkedIn posts Updates as tweets can be automatically tweeted.
- Liked Tweet / New followers - Inform the social team about the engagements.
- Tweet in List – Triggers when there is a new tweet in a specific list we choose.
- New Post in the Timeline / New Recommendation / New Leads in the Facebook / LinkedIn Ads can be used as triggers and write the customized actions to follow once the triggers are met. For Ex - we can add the new Facebook leads to HubSpot and CRM with customized tracking information.
