The Performance and Innovation team here at Fluid support our clients by reducing their workload. This can include the automation of more mundane tasks to allow them to focus on more strategic and creative work - all without having to squeeze any more out of their existing team.
From small marketing teams of a few people, to large teams spread across regional offices, working remotely and internationally, in the modern digital-marketing focussed world every team member will be using a whole “fruit basket” of marketing tools. From website CMSs, CRM systems, email marketing tools, social media platforms, advertising networks, analytics dashboards, and more. These systems often operate independently, leading to fragmented data, duplicated efforts, and a lack of a holistic view of the customer journey.
Luckily almost all of these systems have APIs. APIs are interfaces allowing an external system to access theirs, to see and manipulate data programmatically. This allows us to use existing, or bespoke middleware tools that can link and synchronise these systems, and ultimately remove the need for manual processes to handle customer journeys.
For example, we can:
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Connect CRM and email marketing platforms, so that when a new lead is captured in the CRM, it's automatically added to the relevant email list, which can trigger onboarding flows. Engagement data from email flows (opens, clicks) is then fed back into the CRM, providing a richer understanding of lead behaviour.
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Consolidated reporting dashboards can link a wide range of data sources, allowing engagement metrics to be automatically pulled into a single dashboard, providing a unified view of campaign performance across channels. This allows for quicker identification of trends and opportunities.
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Bridge e-commerce platforms and operations automation by allowing purchase data to trigger actions within other parts of the business, such as credit checks in finance, low stock notifications to purchasing, or automated pick lists getting pushed to handheld devices within shipping.
These automations can have many benefits to clients, including removing the need to juggle multiple spreadsheets and exports of data from separate systems, copying and pasting customer data from emails into other systems, and performing manual checks before taking a new action on a customer’s journey.
If you’d like to find out more, learn more about our Performance and Innovation team here, or get in touch with Liv and discuss how we can analyse your marketing processes to find the bad apple within your team.