Online accounting software provider Xero and Constant Contact announced a partnership that will enable small businesses to integrate financial data with their Constant Contact account to develop intelligent, hyper-targeted marketing campaigns.

A cornerstone of the partnership is a product integration that allows small businesses to create Smart Lists, a new feature in Xero for users to search contacts to create segmented lists using a variety of key filters, such as: customer financial and sales data, geographic location, items purchased, time period and price range. Users can then import these filtered lists into their Constant Contact account to develop more tailored marketing campaigns.

“Our small business customers often tell us that they spend a lot of time trying to figure out how to market to the right customers,” stated Jamie Sutherland, U.S. president of Xero. “So we’re excited to partner with Constant Contact to help solve this problem by giving small businesses the ability to use their own accounting data to create smart marketing campaigns.”

 “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,” stated Jesse Harriott, chief analytics officer at Constant Contact. “Considering the wealth of accounting and financial data small businesses can retrieve from their Xero accounts, this partnership will be key to our ongoing efforts to helping small businesses do more business.”

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