Xero, Constant Contact integration expands SMB marketing intelligence

New partnership is aimed at helping small companies use existing customer data to refine campaigns and prospecting.

Cloud accounting software provider Xero is busy forging relationships with other notable providers: its latest alliance is with SMB marketing powerhouse, Constant Contact.

Under a new partnership announced this week, the two companies are integrating their services more tightly. The net effect is that small companies that use both Xero and Constant Contact will be able to use their existing customer information to create "Smart Lists" within their Xero dashboard. This list will allow teams to filter contacts using parameters such as geographic information, past purchases and so on. Those lists can then be imported into their Constant Contact account, where they can be used to as the foundation for more targeted campaigns. (They can also be turned into a CSV file, to be used in other ways.)

To illustrate how the feature works, the two companies cite the example of a shoe business in the Chicago area that wants to drive sales of summer sandals. Using Smart Lists, the marketing manager could search within the Xero transaction information and create lists of buyers that bought during that season a year ago and then use that information to offer special promotions using Constant Contact campaigns, possibly generating repeat business.

"Our reporting and analytics functions have been essential to the marketing success of our 600,000-plus customers, and this partnership with Xero offers them an additional layer of valuable data that further advances the goal of personalized precision marketing," said Jesse Harriott, chief analytics officer for Constant Contact, in a statement.

The search criteria for specific Smart Lists can be saved, so that information can be referenced over time.