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Drupal CRM Integration: Automating Marketing and More

Drupal is without doubt one of the most versatile content management systems on the market when it comes to handle large content and user databases. B2B and B2C companies often look to convert such data, as well as website user engagement into leads and potential customers. This is where Drupal CRM Integration comes in extremely handy. Pairing Drupal with an optimally tailored CRM provides excellent business automation, allowing companies collect and manage crucial data and thus ensuring a better ROI.

Drupal can be integrated with various available CRMs, including the most popular ones such as SalesForce and Microsoft Dynamics. However, these CRM systems provide less flexibility and additional coding, as well as third party support might be required to ensure optimal implementation.

On the other hand, there are a few Customer Relationship Management systems that work almost “out of the box” when integrated with Drupal 7 and 8. This seamless integration is provided via dedicated modules and APIs, as well as custom codes, and widely supported by the Drupal developers’ community.

A successful integration creates a link between the two systems, ensuring successful field mapping, data transfer and management. Drupal can gather and send data collected through webforms or through user analysis in real time to the CRM to maximize marketing efficiency. To a certain extent, we can say that the outcome is a powerful 2 in 1 content management and marketing platform.

Let’s take a look at some of the most common CRM solutions that work best when paired with Drupal:

  • First we have Drupal’s native CRM module, which can handle contacts and form management and requires little coding to set up. The advantage when using Drupal’s own CRM system is that it can actively be updated and maintained with little cost. No third party hosting or configuration is involved when using it.
  • RedHen is another CRM that offers native Drupal integration. It offers lots of customizable features and is mostly used to track the interaction with people and institutions. Its flexibility makes it suitable for various business models.
  • CiviCRM is an open source constituent relationship management solution best used to track webform input, online subscription, contacts and more. Designed initially for non-profit and non-governmental entities, CiviCRM can also be set to accommodate B2B and B2C companies.
  • Zoho CRM is comprised of a powerful suite of business tools, highly scalable, designed to cover a wide array of features needed to enhance the marketing process. It uses an automated system to gather, keep track and assign leads and analyze product demand, customer data, as well as the entire sales process if needed.

As said, these CRM systems offer reliable integration with Drupal and provide lots of flexibility. However, implementing the best suited solution for a specific company or organization requires a careful analysis to highlight particular needs, depending on the business and organizational model.