Top Five Marketing Automation Tools to Integrate with Salesforce


Speed and accuracy are the buzzwords of today’s harried and hard-pressed marketers, slogging it out in a highly demanding environment. Integrating marketing automation tools into the CRM pays off them well, thus sparing them from the hassles of manual import of lead data, and in the process, it saves time and improves accuracy.

Here are the five best marketing automation tools worth integrating with Salesforce CRM. All these tools offer several niche and value-added features, apart from the basics expected out of an automation tool.

  1. Pardot

Pardot and Salesforce go hand-in-hand, for Salesforce owns Pardot. By integrating Salesforce and Pardot, the marketer can track both CRM and automation tool data from a single interface. However, apart from the seamless integration on offer, several other reasons make Pardot a highly valuable marketing automation tool in its own right. Pardot does a good job of integrating all marketing tasks, bringing together all campaigns on a single platform, and accelerating the sales pipeline.

Pardot is known for its robust and seamless solutions, especially in email marketing, multi-channel social marketing, sales intelligence, and more. A typical marketer leverages Pardot’s functionality to add prospects and make settings to send automated emails to such prospects, and then nurture such leads through Salesforce, without missing a beat.

Pardot enhances the capability of a pure vanilla CRM by allowing marketers go beyond the basic demographic information, into detailed behavioral tracking, such as the type of content that interests the prospect, their buying cycle, and so on. It also brings in real-time activity alerts to the mix, by issuing real-time alerts when a prospect is active on the website, or has taken some other specific action, allowing the marketer to strike while the iron is hot.

Another key USP of Pardot automation tool is solid ROI reports. The closed-loop reporting made possible by Pardot makes it possible to pinpoint the right campaign and the right team responsible for the revenue.


  1. HubSpot

HubSpot is an extremely popular inbound marketing platform integrates well with Salesforce. The two systems work in the background effortlessly, keeping both databases in perfect sync.

HubSpot’s claim to fame is its comprehensive set of features, delivered in a seamless and very efficient way. It offers marketing automation features and capabilities in almost all functions including SEO, email marketing, blogging, and more.


Marketers often tout HubSpot and Salesforce integration as a “match made in heaven.”  (Tweet this)

The praise is not misplaced, for such integration makes the marketer’s life easy in monitoring leads, keeping track of performance, reviewing landing pages, and improving performance, all now possible from a single console, completely doing away with the tedious manual processes that usually accompanied such “messy” tasks.

The Salesforce and HubSpot connector bring together leads and conversions in one place, automatically, eliminating the often tedious manual process. Syncing both databases offers insights into the specific marketing activities that attract new customers, and pointers on what went wrong with the initiatives. Marketers also have it very easy in personalizing emails and other marketing tasks.

For the pipeline, HubSpot tracks, converts, and categorizes leads and offers a record of every sales interaction that occurs. The extremely accurate closed-loop reporting system keeps the sales team updated on every marketing interaction.

  1. Marketo


The multi-functional Marketo platform also integrates well with Salesforce, automatically syncing all custom objects and fields. The two systems leverage each other’s strengths to enrich customer experience and reduce inefficiencies.

Having Marketo atop the Salesforce platform empowers marketers to launch highly targeted campaigns across various marketing channels simultaneously, in double quick time, thus helping the process of lead generation immensely. Marketo has a very robust lead scoring, email marketing and campaign management functionality, and comprehensive functionality to measure and optimize ROI. A key USP of Marketo is the ability to effect deep personalization of web and mobile visitors, cutting across channels and marketing calendars. The marketing and sales teams get clear and comprehensive actionable insights on their prospects.


  1. SalesGenius


SalesGenius is another good value-for-money automation solution, offering robust marketing automation and email marketing features. Many marketers find the intuitive SalesGenius automation workflow designer tool very handy to launch and orchestrate multi-step drip campaigns quickly and easily.

SalesGenius also scores high in customization. The tool facilitates automated lead nurturing with customized messages, delivered real-time. It also tracks the response in real-time, and as such deciphers the prospect’s “online body language,” allowing the marketer to go proactive without actually requiring a response from them.


  1. ExactTarget


Exact Target may be lesser known compared to the likes of Pardot, and HubSpot, but it does hold its own charms and delivers a host of features to make it yet another value-for-money proposition. This cloud-based tool offers a trusted infrastructure that tracks and makes explicit the customer journey in real time, and enables anywhere, anytime access.

Users of ExactTarget highly recommend its powerful functionality to target communications over multiple channels. Marketers may deliver customized content on every channel and every device, with unmatched flexibility.

The ExactTarget marketing automation tool is strong in the analytics segment as well, collating information from social, online, email and mobile marketing sources, to deliver a single view of the customer. The tool’s social offerings provide rich insights into the prospect’s social conversations, and help marketers create a branded social experience.

Applying the above marketing automation tools to Salesforce addresses much of the common pain points and shortcomings, such as poorly qualified leads, inappropriate marketing-to-sales handoff procedures, losing leads in the pipeline, and lack of insights into buyer motivations. Besides, it helps the marketing and sales team increase their focus, freeing them from their routine, time-consuming drags. However, the best of tools are worthless in the hands of a poor craftsman.

The caveat is the need to understand how to use and integrate such tools well, and in this, the services of a competent and experienced strategic partner, who has done it before, helps. Talk to our Salesforce experts at Suyati for any marketing automation related queries.

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Author : Nayab Naseer Date : 18 Oct 2016