ActiveDEMAND

![ActiveDemand Eliminating-DataSilos](//images.ctfassets.net/f2ysq090txql/22r1oruBWpzn907eDZUmIv/48d19085ecd2cadfa0d45d093c8c05b2/ActiveDemand_Eliminating-DataSilos.png)


*Editor’s Note: The following is a guest blog post by our integration partner [ActiveDEMAND](https://www.piesync.com/activedemand/)*

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Marketing is currently undergoing a revolution: The data revolution. Sales rely on numbers, but for Marketing, statistics are not enough. They need more data to provide relevant communication across a customers lifecycle. With so many new digital marketing platforms available, collecting and organizing data is no longer the problem. The new challenge is how to prevent Data Silos. 


## Why Silos Limits Insights about Customers


Data silos refer to all those pieces of information that are isolated within a platform and therefore, within a team. Usually, this happens as a result of using several business tools without having a synchronization solution in place. Data silos make things difficult for marketing and sales in a few different ways. One of the shocking casualties of the lack of data is the impossibility to provide customer intimacy in marketing and sales. Without truly knowing and internally communicating about your prospects and customers, marketing and sales make bad assumptions.

## Buyer Journeys


The buyer’s journey typically outlines the way a prospect engages with your marketing before converting to a lead and buying. Buyer journeys help to determine how to build a usable website, what content is relevant, and what's the customer story marketing and sales can rally behind. Without solid statistical data on how real users do this, it’s a shot in the dark. You can survey prospects and customers but they often forget all the steps they took. Great user journeys use provable data collected on real prospects.

The most accurate buyer journeys need:

- All marketing touch-points recorded
- All possible conversion points tracked

This means you should track: email opens, newsletter subscriptions, website visits, live chats, and any other marketing touch-point. Then, they should be collected to a common prospect database. Either by doing it all within a single platform, or more commonly these days by connecting multiple platforms. Collecting the data of anonymous users adds an unnecessary hurdle because it makes it difficult to determine prospect quality. Prospect quality is easy if you know who it is, ie: Bob from Acme, our million-dollar prospect.


## The Importance of Tracking More Than Just Form Submits


Incredibly, many businesses today still create buyer journeys without [tracking inbound phone calls](https://www.activedemand.com/capabilities/call-tracking-numbers/), which can be 40-70% of all conversions. These buyers journeys can be critically flawed by ignoring such a common conversion point for customers. To avoid phone call silos, once phone calls are tracked, the conversions and corresponding data need to be integrated with all other tracked conversion points. We need to collect conversions in that centralized prospect database AND we need to send conversions to each respective ad platform so we can optimize them appropriately.

Once we have all marketing touchpoints and conversion points tracked to a single place, we can build fantastically detailed buyer journeys backed up with real data. These buyer journeys help us understand how and why people choose us, and what we can do to help.


## Prospect & Buyer Persona


Once you’ve got all the data for a Buyer Journey, the next step is to collect all the information necessary to build a buyer persona. This usually means bringing in a CRM and connecting it with your marketing automation, advertising platforms, and other platforms. Again, we need to break the data silos and connect these disparate systems because they each hold pieces of the full buyer persona view. Your CRM should include buyer information pulled from sales, while your advertising and marketing automation systems will include information on what kinds of messaging to use for different personas. These data points on users once collected and analyzed, provide insights on how marketing and sales can better serve customers and prospects. It gives a common understanding of prospects and how your company is uniquely situated to help them.

## Optimizing Marketing Channels

Now that we have great visibility into touchpoints and conversions, we also need that data in each of our advertising and marketing channel platforms. By importing conversions into Google, Facebook, and other platforms, we can further optimize each of those marketing channels. We need to take our conversions out of the platforms that they’re tracked in: such as call tracking platforms, web form systems, and marketing automation platforms, and send that conversion data over to ad platforms like Facebook Ads and Google Ads.

Some platforms offer anonymous synchronization between platforms based on a user or clickID, but that usually means you don’t know whether it was a great quality lead or not, and it doesn’t help build out user journeys using real customer examples.


## Bidirectionally Synchronize All the Platforms!


[ActiveDEMAND’s marketing automation platform](https://www.activedemand.com/) centralizes a lot of marketing data, but some clients need to connect with other marketing or CRM platforms without a native connection. For those platforms, Piesync synchronizes contact details between programs. Because of Piesync’s focus on integration, there are a LOT of great platforms you can “bring into the fold” with a Piesync connection.

<Button text="Try PieSync for free" href="https://www.piesync.com/activedemand/" />


## Benefits of Breaking the Silos


With prospects and clients fully synchronized between marketing automation, the sales CRM, and any other platforms in use, the overflow of data becomes easier to analyze and pull insights from. 

- Buyer journeys can be created on a concrete foundation of sample user journeys. 
- Personas can be built with real data.
- Marketing can see the impact of different channels on different personas at different stages of the buyer’s journey.
- Marketing can optimize based on these insights.

So if you’re in marketing, take a look at the platforms you use in your company that include client and prospect information, and consider integrating them. [Using ActiveDEMAND and Piesync](https://www.piesync.com/activedemand/piesync/), almost all popular platforms can be connected and silos are broken down.

<RelatedPost slug="activedemand-is-now-available-for-our-2-way-contact-sync" />



With so many new digital marketing platforms available, collecting and organizing data is no longer the problem. The new challenge is how to prevent Data Silos. 

Email Marketing

Marketing 

ActiveDEMAND + PieSync: Eliminating Data Silos to Achieve Customer Intimacy

ActiveCampaign

Drip

HubSpot

SharpSpring

GetResponse

Mailchimp

Marketo

Wishpond

![QuickGuideMkt](//images.ctfassets.net/f2ysq090txql/24XjDXnDo04aYA2KWwqoKK/a4516e282c727c1a3543e1e041e5d897/QuickGuideMkt.png)

Cloud-based business applications are redefining the way SMEs do business. Massive campaigns that once were only reachable for big companies with big budgets are now accessible to smaller businesses. 

Among these revolutionary tools, marketing automation apps have a special role. They make marketers lives easier by automating repetitive tasks and making multi-channel workflows more efficient. 

But with so much variety available, when it comes to choosing just one, SMEs need to know where to look. That’s why we made a quick guide with some aspects that you might want to keep in mind before you click the “buy” button. 

## 1. Choose according to your company’s size

With so many options on the market, there’s no need to invest in a massive (and expensive) tool if you don’t really need it. Search for options that adjust to your company’s size and needs. 

Most apps and SaaS solutions offer different plans to reach out to various types of business. A good idea is to estimate the number of leads you will be expecting and choose a tool and plan that can handle that amount. Just remember to leave room for growth, because with your new marketing automation tool that will surely happen!   
 
 
## 2. Keep in mind the must-have features 

When you start searching for a marketing automation tool, it’s easy to feel overwhelmed by the numerous amount of features you’ll see around. Some apps even offer a feature set created especially for a particular industry. But don’t worry, here are some of the basic must-have features your selected app should have:   

- Overview of your customer data 
- Trigger-based emails
- Lead Scoring and Tracking
- Lead Nurturing
- Social Media Marketing 
- Segmentation
- Website Visitor Tracking
- Support Customer Outreach

Not enough? Don’t worry, most marketing automation tools offer a much more extensive feature set. Plus, you can always integrate them with other apps to give them additional “powers”. Here’s a couple of [interesting combinations you can make](https://www.piesync.com/blog/4-awesome-piesync-syncs/).   

## 3. Customization  

The advantages of customization and phrases such as “Make it personal” are nothing new to marketers. But how far can this concept go when it comes to marketing automation?

Imagine your ideal automation app as a toolbox. Inside that toolbox, you’ll find a variety of features designed precisely to “make it personal.” It’s up to you and your team to get the full 100% out of those tools. 

When properly implemented, a marketing automation tool can offer personalized content recommendations, [trigger behavior-based emails](https://www.piesync.com/blog/how-real-estate-agents-can-double-their-open-rate-for-trigger-based-emails/), and ultimately create an amazing customer experience. 
  

## 4. Make sure you can integrate it with your other platforms 

Most cloud-based apps are not natively integrated. Some of them don’t even speak the same programming language, but all of them gather valuable information across your company. 

With integration, you can make sure your marketing automation app is constantly communicating with other platforms such as customer success tools, accounting or billing software, CRM, etc. By keeping your apps in sync, you are enriching your database and eliminating data silos. 

<RelatedPost slug="3-eye-opening-reasons-to-integrate-your-crm-and-marketing-automation-tool" />

Usually, integrations require third-party solutions. Check out [all the apps PieSync can help you keep in sync](https://www.piesync.com/connections/).   


## The Marketing Automation Tools that SMEs are using  

If you’ve checked the previous tips, you are ready to know the names of the best marketing automation tools available. Luckily, G2Crowd, Capterra, and other business solutions review platforms are constantly publishing lists with The-Best-Of-The-Best according to users reviews. Let’s see some results...

On April 2018, Capterra published the [Top 20 Most User-Friendly Marketing Automation Software](https://www.capterra.com/marketing-automation-software/#user-friendly). The list is based on usability, customer services offered, and average review score.  Number one on the list is [Drip](https://www.drip.com/), self-denominated as “ the first ECRM – an Ecommerce CRM designed for building personal and profitable relationships with your customers at scale”. As if that wasn't enough, this great tool has a special mention on Capterra as one of the most affordable automation tools around. 

This list also features [HubSpot](https://www.hubspot.com/) Marketing Automation, [ActiveDEMAND](https://www.activedemand.com/), [Wishpond](https://www.wishpond.com/marketing-automation/) and [GetResponse](https://www.getresponse.com/). Curiously, the most popular Marketing Automation Software on Capterra is not Drip but [MailChimp](https://mailchimp.com/). Never underestimate a little chimp!  

Want a second opinion? Well, according to G2Crowd’s [“Best Marketing Automation Software for spring 2018”](https://www.g2crowd.com/categories/marketing-automation), HubSpot is the indisputable leader followed by [Marketo](https://www.marketo.com/). However, [SharpSpring](https://sharpspring.com/) and [ActiveCampaign](https://www.activecampaign.com/) are names on the list you definitely want to take a look at.     


Marketing automation tools make marketers lives easier by automating repetitive tasks and making multi-channel workflows more efficient. But here's a quick guide with some aspects that you might want to keep in mind before you click the “buy” button. 

Quick Guide: How to choose the best Marketing Automation tool for your SME

Zoho CRM

![GDPR 5businessapps](//images.ctfassets.net/f2ysq090txql/3YSJj1ILGwEW8A2w4mMmwY/4387e776f4db478761639c3d980cfc43/GDPR_5businessapps.jpg)

On May 25th the new European privacy regulation (GDPR) came into force. (Remember that endless stream of ‘Goodbye’ and ‘We’ve updated our privacy policy’-emails?) [Don’t panic if you failed to meet the deadline.](https://www.piesync.com/blog/gdpr-3-key-components-you-need-to-pay-attention-to-right-now/) You are not alone. But that doesn’t mean you should postpone your efforts to comply. 

If you are feeling a bit overwhelmed … rest assured, there is an app to help you with that! We’ve listed five popular apps that can make your post-GDPR life a lot easier. 

# Mailchimp - making permission marketing a piece of cake

As one of the largest marketing automation platforms, MailChimp helps businesses find their audience and engage (with) their customers. They provide GDPR-friendly forms, making it easy to obtain and record the consent you need to be compliant. The forms are integrated in pop-ups, landing pages, ... So no compromise on your design has to be made. MailChimp also provides marketing permission texts that you can easily alter to meet your specific needs. There are opt-in checkboxes for all your different communication channels and room to link your privacy policy.

![pasted image 0](//images.ctfassets.net/f2ysq090txql/MxybfO8Z6memIEi4ICaeC/5baeeda9f049b28b46496e134ceab61e/pasted_image_0.png)

[Take a look at the MailChimp website to discover all the new GDPR-features. ](https://blog.mailchimp.com/gdpr-forms-and-more-tools/)

# Hubspot - helps you track lawful basis for all your contacts

HubSpot CRM arms your sales team with the information and the tools needed for today's modern sales process. HubSpot Marketing, meanwhile, is the marketer's number one inbound marketing tool that can help with landing page creation, email campaigns, social media scheduling and blogging.

We talked about having a legal reason to use someone's personal data (lawful basis). Either through consent (opt-in), the signing of a contract or legitimate interest. But you also need the ability to track the lawful basis for every single one of your contacts. Hubspot recently added a feature that will allow you to track lawful basis by setting up automated workflows (e.g. when starting a trial, a lawful basis property gets added to a certain contact) or by manually adding the lawful basis property information. Hubspot will also store a copy of the notice (e.g. your privacy policy) that your customer was provided with upon consenting. 

[Go to the Hubspot website and have look at all the new features they realised to help you be GDPR-compliant.](https://www.hubspot.com/data-privacy/gdpr/product-readiness)

<Download slug="download-your-free-gdpr-checklist" title="Download your free GDPR checklist!" description="Not sure where to start? We created the ultimate checklist to collect, store and manage consent under GDPR. Best part? It’s completely free!" button="Download + subscribe" thanks="Thank you for downloading our GDPR checklist!" />

# Zoho CRM - keep track of all your data processing activities

Zoho CRM is designed to help you meet the new European privacy standards. They added multiple features to track all your data processing activities on customer’s data. 

The CRM allows you to track the source(s) where you obtained the contact’s data (e.g. Webforms, imports, manual creation, API’s, …). In case of webforms, additional details (form name, IP address) will be added to the contact’s record details.
Zoho also makes sure you can easily track all processing activities done on a customer’s data. So you can stay accountable for lawful and secure processing of data. 

![pasted image 0 (1)](//images.ctfassets.net/f2ysq090txql/LxVtMTX2yy4CWseaAAoc8/69ce2c9a20cfe41d6d82cbc0ff91a456/pasted_image_0__1_.png)

[Curious to know more? Click here to discover all GDPR-features for Zoho CRM.](https://www.zoho.com/crm/gdpr/overview.html) 

# ActiveDEMAND - an entire GDPR toolset

ActiveDEMAND is a marketing automation platform that helps you improve conversion and drive demand. They developed an entire GDPR toolset to help you comply to the new regulations. 

ActiveDEMAND can help you track consent for all your EU clients with their easy opt in management set up. 

Under the new European privacy regulations, individuals can exercise their right to be forgotten. They can ask you to delete all their data from your systems and you have to comply within 30 days (although there are a few exceptions). If someone asks you to access their personal data, you must confirm whether or not you are processing their data (and why) and provide them with a copy of all the data you are holding about them. With the toolkit from ActiveDEMAND consulting or deleting a prospects data is only one click away. Making it easy for your to comply to these requests within the 30-day-deadline. 

[Go to ActiveDEMAND’s blog to read more. ](https://www.activedemand.com/marketing-tips/gdpr-and-digital-marketing/)

# PieSync - using an intelligent 2-way connection to make sure all your cloud apps are up-to-date

64% of businesses are using cloud apps, with an average of 13 apps per business. PieSync's Intelligent 2-way sync allows you to easily consolidate customer contacts from multiple apps so you can gain a 360° view of your customers. Our cloud app gives you peace of mind by knowing that all of your apps are up to date with the latest customer data. 

PieSync can help you comply with a number of GDPR regulations. [Nearly 66% of the Solix survey respondents](https://www.computerweekly.com/news/252433545/Almost-a-quarter-of-London-businesses-unaware-of-GDPR) said they were unsure if they could delete an individual’s personal information forever by the 30 day deadline. If a customer exercises his right to be forgotten, [PieSync lets you add a ‘trash’-tag](https://help.piesync.com/features/syncing-deletions) to the customer’s records in your prefered apps. This makes it easy for you to track your contact’s information and delete the data necessary to comply to the customer’s request.  
With more and more apps releasing new GDPR features to update your contact information with, it is important to synchronise all that extra data throughout your different cloud platforms. Hubspot for instance, released a new contact property to track the lawful basis for processing a customer’s data. If you have required this permission, you need to get that info across to your emailing platform (f.e. Mailchimp). PieSync can help you set up intelligent syncing rules to make sure all your apps work together and you get the most out of all the new GDPR-related product updates. 

With the new European privacy regulation it became even more important to make sure you send accurate information to the right people. With PieSync you can [keep track of your (un)subscribe data](https://help.piesync.com/features/syncing-unsubscribes) across different apps, making sure everyone in your company works with the most up-to-date information.

__Want to know more about our intelligent syncing features? [Click here](https://www.piesync.com/blog/introducing-intelligent-syncing/). Try PieSync now? [You can start your free trial today!](https://app.piesync.com/signup/)__



*Disclaimer: The contents of this web page do not constitute legal advice. This page is for informational purposes only, and we strongly encourage you to seek independent legal counsel to understand how your organization needs to comply with the GDPR.*


On May 25th the new European privacy regulation (GDPR) came into force. (Remember that endless stream of ‘Goodbye’ and ‘We’ve updated our privacy policy’-emails?) Don’t panic if you failed to meet the deadline.  We’ve listed five popular apps that can make your post-GDPR life a lot easier. 

Contact Management

5 business apps to help you master GDPR

ActiveDEMAND is an integrated marketing platform that makes online marketing easy. ActiveDEMAND enables small businesses manage social media marketing, email marketing, and the marketing contact database. One tool for all online marketing.


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Recent ActiveDEMAND Blog Posts

ActiveDEMAND + PieSync: Eliminating Data Silos to Achieve Customer Intimacy

Quick Guide: How to choose the best Marketing Automation tool for your SME

5 business apps to help you master GDPR

Help Articles related to syncing ActiveDEMAND

Start syncing your ActiveDEMAND contacts two-way with more than 190 other apps

Discover how PieSync can make your cloud apps work together

Accurate & real-time data

Save time

Easy & Secure

Free Trial

Start syncing ActiveDEMAND with one of our 190 apps

Recent ActiveDEMAND Blog Posts

ActiveDEMAND + PieSync: Eliminating Data Silos to Achieve Customer Intimacy

Quick Guide: How to choose the best Marketing Automation tool for your SME

5 business apps to help you master GDPR

Help Articles related to syncing ActiveDEMAND

Start syncing your ActiveDEMAND contacts
two-way with more than 190 other apps