Optimizing Your Marketo and Salesforce Integration for Better Results

Salesforce and Marketo: 3 Key Areas for Successful Integration

Written by Whitni Freeman

January 4, 2019

Note: This is part three in our Marketo and Salesforce series. Read the introduction here, and more about the integration here.

Maybe you inherited a Marketo-Salesforce integration that’s been running for a while and was set up by someone else. Maybe you set up your sync five years ago and now you’re ready to take things to the next level.  Maybe you’re somewhere in the middle.

Whatever your situation, it’s necessary to continuously optimize and fine-tune your integration. After all, like anything in life these days, routine maintenance is required. Here are a few things you can do to continually optimize your system:

Routine Maintenance

If you are not using the program-to-campaign sync, I want to reiterate that it’s one of those things you get a lot of bang for your buck. I highly recommend it! In order to use the program-to-campaign sync, you must be syncing your whole database.

The program-to-campaign sync is a fantastic tool because it eliminates the need to build extra smart campaigns.  It also gives you the ability to keep Salesforce up-to-date regarding both campaigns and the people involved with them. You will be able to see all marketing initiatives that a person has been a part of and what sort of activity occurred with specific individuals within each marketing initiative.

Click here to access our Practical Guide to Getting Started with Marketo Engage!

When you use the program-to-campaign sync, we recommend creating the Salesforce campaign from the Marketo interface. When you do this, your Marketo program statuses will become your Salesforce campaign statuses – which is great! Then you can start doing campaign reporting in Salesforce. Your salespeople will be able to see how people are progressing and which marketing initiatives are touching them.

On the Salesforce side, you can further optimize this by creating automation that says, “If a Campaign is created by the Marketo sync user, mark as Active.” The benefit of this is that it will make it more easily searchable in Salesforce. Otherwise, it’s a manual process. A little bit of automation (by making sure that it’s active) goes a long way. This is one way we can optimize the sync.

Customize Activities

The second way you can optimize your sync is by customizing the activities you’re logging on the records. In Marketo, you can create an activity in Salesforce as a Flow Step. To do this, you’ll want to take the triggers that are particularly valuable and meaningful to sales and use those as opportunities to create these activities.

When creating, you can use tokens to define the activity. Obviously, you can use tokens for things like first/last name. But you can also use trigger tokens to call out the name of the form the customer filled out, for example, or the email they clicked in or the webpage they visited and so on.

You can start thinking about these activities at a global level instead of having to remember to embed them in every single program that you’re building. It also means that you don’t have to spend time handwriting every single activity. By using tokens, you can make your activities more flexible and robust.

Salesforce reporting based on Marketo activity

Once you’re utilizing program/campaign, you can set up a whole new level of reporting in Salesforce. If you’re syncing all your programs and using things like email programs with customized statuses for things like sent, open, click, unsubscribe and bounce, you can start to do some of your email reporting in Salesforce.

One thing we recommend our clients do is sync their lifecycle program into Marketo with their Salesforce campaign. To do this, set your lifecycle program up in Marketo as a custom channel with custom progression statuses. The progression statuses should align to your lifecycle stages, so, for example, Raw, Aware, Engaged, MQL, SAL, SQL, Opportunity, Recycled and Nurture.

Now, think back to Salesforce. When you make those stages your campaign statuses, you will have the ability (by using Campaign Member Reports in Salesforce) to report on your lifecycle! You won’t have to create two sets of reports to look at leads and contacts because the campaign member looks across the objects.

Related: Did you know we offer Salesforce and Marketo Consulting?

MSI – Marketo Sales Insight

Marketo Sales Insight is a great add-on feature that many customers have. It is very helpful for the Sales team especially because it helps them understand and act on information from Marketing. MSI adds a widget (VisualForce) on your page that shows “interesting moments,” such as form submissions, clicks on links in email, web activity and so on.

This added feature is worthwhile because the only other way to demonstrate this activity is scattered throughout Marketo. MSI makes it cohesive. It allows the salesperson to engage in a very personal way.

How to constrain your database sync after the fact (after the sync is already set up)

Let’s say you’ve hit your Marketo limit or you’re making changes in Salesforce and you don’t want the names to come into Marketo. There are ways to restrict data from the Salesforce side (even if you’re using the full sync capability).

To do so, you’ll want to build a custom field in Salesforce and call it “Do Not Sync.” You want this to be a Boolean field so that you can set up the criteria, via workflow rules, to check that this field is true.

After you’ve created your field, go through and check it for the people you no longer want to send to Marketo from Salesforce. Then, reach out to Marketo Support and let them know that you’d like to honor your Do Not Sync field in your sync. Marketo Support will make it so that Marketo can still see those leads, but they won’t sync.

Later, if you want to uncheck the box on any person in the Do Not Sync field, you can do so in Salesforce, or you can adjust your logic. Those leads will then flow back into the sync.

Now you’re ready for part four, where we talk about troubleshooting your Marketo-Salesforce integration.

Ready to take your knowledge to new heights? Our online Marketo training is waiting for you!

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