the importance of integration - hileman group lunch & learn series
TRANSCRIPT
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IMPORTANCE OF INTEGRATION
2
Steve Snider
Director of [email protected]
What we’ll cover…
• What defines an integration?
• Why integrate?
• Discovering solutions
• Social & custom integrations
• Questions
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WHAT DEFINES AN INTEGRATION?
3
When we connect two systems together. The
communication between them can be unilateral or
bi-directional depending on the situation and
requirements.
These external systems could be:
• Social media connectors
• CRM connectors
• Ecommerce interfaces
• Enterprise infrastructure
• Third party data sources
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WHY INTEGRATE?
4
What are some specific goals?
• Increased website traffic
• Enhanced user experience
• Consistent process
• Marketing Automation
• CRM lead capture
• e-Commerce
• Enterprise based authentication
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DISCOVERING SOLUTIONS
5
Some of the integrations that we will examine:
• Social network APIs
• Custom API integrations
• Product fulfillment
• Retrieving 3rd party data
• Lead capture
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VELOSANO
6
VeloSano (meaning “swift cure”) is an
annual community event where cyclists
come together to raise money for cancer,
our nation’s second largest killer. In the
event’s first year, participants raised over
1.6 million dollars to directly benefit
cancer research.
The website aimed to generate
awareness and provide participant tools
as they raised money for this great cause.
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VELOSANO
7
Website integrations implemented:
• Social integrations
• Custom integrations
• Current fundraising total
• Top fundraisers
• Featured riders
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BENEFITS OF SOCIAL
INTEGRATION
9
Why use Social Signals?
• Increased SEO rankings?
• Increased page views
• Followers and timelines
• Low cost for implementation
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SOCIAL INTEGRATION SOURCES
10
Resources to explore:
Social Media Plugin SDKs
• Facebook https://developers.facebook.com/docs/plugins
• Twitter https://dev.twitter.com/docs/tfw
• LinkedIn https://developer.linkedin.com/plugins
Combination Widgets
• ShareThis http://www.sharethis.com
• AddThis http://www.addthis.com/
• Shareaholic https://www.shareaholic.com/
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CUSTOM INTEGRATIONS
13
Benefits
• Communication between third party sources
• Seamless data connectivity
• Cohesive user experience
Considerations
• Can effect page load times
• Can be expensive to implement
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GOJO
14
Challenge
• Manual qualification process for trial requests program; all leads signed up for all trials
• There was no cohesive nurture or follow up process for trial participants, in fact many were never followed up on at all
• Fulfillment of trials were submitted and shipped on a case by case basis
Solution
• An automated self-qualification process through a custom logic engine; based
on answers to intro questions only relevant trials are shown to end Users
• Integration into Marketo and a 4 part drip email allowed a cohesive nurture
and branded experience
• Integration into the fulfillment SAP system allowed automatic fulfillment
without any manual submissions or paperwork
• Triggered sales notifications allowed sales representatives to be updated
automatically when a prospect is ready to buy
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CUSTOM LEAD CAPTURE
16
Benefits
• Allows for complex qualification rules
• Relatively low cost to implement
• Easily integrated to the Kentico CMS
• Existing solution for iFrame or stand alone pages
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PRODUCT FULFILLMENT
17
Benefits
• Consistent automated process
• Less manual labor required to fulfill orders
CONCLUSION
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Integrations can lead to the following:
• Increased website traffic
• Enhanced user experience
• Consistent process
• Marketing Automation
Questions?
To setup a consultation with Hileman Group to discuss
your integration needs, click here.
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