MailChimp Salesforce Integration: What You Need to Know
Thinking about integrating MailChimp with Salesforce.com for your small business? Smart idea!
Integrating MailChimp with Salesforce is a straight forward process – IF you’ve done the proper research beforehand.
However, MailChimp Salesforce integration is only half the story.
Here are five things you need to know and must be done before integrating MailChimp with Salesforce.
1. Identify the size of your database
The number of subscribers, leads and contacts in your current Salesforce.com database will dictate your email marketing software pricing.
MailChimp is free for databases with up to 2000 addresses, making this a great fit for small businesses.
A database of more than 2000 email addresses and a pay-as-you-go or monthly subscription fee (the better deal!) is required.
On the CRM side, there is no limit to the number of contacts or leads you can add to Salesforce. However, if your edition of Salesforce has a limit on API calls and you have more emails in your database than API calls allowed, you’ll need to temporarily increase your API calls in Salesforce to perform the first sync between these two systems.
If you contact Salesforce support they will be able to help you determine if you need a temporary increase.
2. Ensure your edition of Salesforce is compatible with MailChimp
Not every edition of Salesforce integrates with third-party email software providers like MailChimp as many require the Enterprise version of Salesforce or higher.
However, if you have the Group, Professional, Enterprise, Unlimited, Force.com, Developer or Performance editions of Salesforce you’re good to go with integrating MailChimp and Salesforce.
3. Align your Sales and Marketing teams
MailChimp Salesforce integration aligns a marketing tool with a sales tool, and in order to use this integration effectively, your internal marketing and sales team must be aligned as well.
There are many great resources online for ways to align your sales and marketing team (or what I like to call the Demand Generation Team when combined!).
There are three core objectives to this alignment:
- Ensure Marketing stays accountable to Sales for the quality of the leads they generate.
- Make Sales responsible for communicating with marketing about the quality of leads (good and bad) and how to improve.
- Agree upon the definition of an MQL (marketing qualified lead) and SQL (sales qualified lead) so each team understands who it is each of them is trying to reach.
Alignment can be achieved through the creation of a Sales and Marketing Service Level Agreement.
4. Nail down your lead management processes in Salesforce
Once marketing and sales have agreed upon what quality leads and customers look like, it is time to reflect this within the lead and customer management processes within Salesforce.
This includes identifying the lead status’ which would include “Open”, “New”, “Qualified”, “Un-Qualified”, etc.
But why does this matter when integrating Salesforce and MailChimp? If your lead status’ is not correct, Marketing could potentially send a communication to leads that Sales is speaking to and vice versa.
It’s important that all leads/contacts and subscribers in Salesforce have an appropriate status applied.
5. Develop your email marketing strategy
This is often the most tedious (but most fun!) part of a MailChimp Salesforce integration project however it is the most important.
You must identify what content you are going to deliver to the segments (leads, customers, subscribers, etc) within your database and how you are going to market to these segments, be it lead nurturing or monthly newsletters.
Identifying the content and the people who are going to receive it will ensure you deliver the right message, at the right time, to the right people!