Marketing integrations and automations

Campaign data, attribution, audiences and event registrations, so the numbers the team reports come from one place.

3 guides · Built with Tray Headless

What this work has in common

The number marketing reports and the number the platforms report rarely agree, and each one usually has a reasonable explanation. The ad platform counts conversions in its own window. Marketing automation counts form fills. The CRM counts opportunities. A finance review asks which one is real and gets three answers.

Most of the work in this category is deciding where each fact lives, keeping the history of every touch intact, and moving audiences and registrations between systems on a schedule that is frequent enough to matter. Applying suppression inside your own systems, before data leaves for an ad platform, is cheaper than explaining afterwards why a customer was targeted with an offer for new logos.

The usual systems are marketing automation such as Marketo, the CRM, the ad platforms (LinkedIn Ads and Google Ads), web analytics, a webinar or event platform, a warehouse such as Snowflake and a BI tool such as Looker. The warehouse is where touches from every source end up in one table, and that table is what makes attribution a query.

The three guides cover the attribution pipeline from touch to pipeline, audiences built from CRM state and synced to ad platforms, and registrations synced from the event platform with attendance split out before the follow-up goes.

Each guide names a specific stack as its worked example. The design applies the same way to HubSpot, Pardot, Meta or any other platform in the same seat, and the prompts say which steps change when the systems do.

Where marketing automation breaks

Two numbers for the same campaign

The ad platform reports one conversion count, the marketing automation platform another and the CRM a third. All three can be defended. Pick where each fact lives, and publish the attribution model next to the number so nobody has to argue about which one is right.

Suppression left to the platform

Uploading a customer list and trusting the ad platform to exclude it is how existing customers end up seeing acquisition ads. Apply suppression in your own systems before the audience leaves, and hash identifiers before upload.

Registered treated as attended

A webinar with 600 registrations and 140 attendees needs two follow-ups. When the registration platform syncs only the registration, every lead gets the same email and sales calls people who never showed up.

Touch history with gaps

Attribution is only as good as the touches you kept. If form fills overwrite the original source, or an event import creates new contacts, the first touch is lost and every later model inherits the gap.

The marketing guides

Each one is the design, the sequence it runs in, the prompts that build it, and what changes when it runs in production.

The systems involved

The applications these guides read from and write to, most used first. Each links to its connector page.

Marketo (3 guides)
Salesforce (3 guides)
Snowflake (3 guides)
Slack (3 guides)
Google Analytics (1 guide)
Looker (1 guide)
LinkedIn (1 guide)
Google Ads (1 guide)
Zoom (1 guide)
Google Sheets (1 guide)

Connections these guides build

Solutions for marketing

The solution pages for this work, with the customer stories behind them.

Revenue Operations Automation with Tray.ai The revenue process, without the manual steps.
Lead routing with Tray.ai Leads to sales in seconds.