By Robert Ulrich
As a marketing automation software, Marketo has a lot to offer to its users when integrated with a CRM. Marketo allows its users to keep up with the rapidly changing landscape of digital marketing and joins marketers from around the world to form a customer community where users get to learn more about the Marketo platform. The platform also allows users to build their marketing platform by tailoring Marketo according to their needs.
The integration of marketing automation software with CRMs is one of the most popular integrations demanded by customers. Salesforce is an excellent CRM platform that can be easily integrated with Marketo to provide its users the ability to get the best customer service solution, and at the same time get a well-rounded marketing platform. The Marketo software comes with a convenient and easy way to sync with Salesforce, with Marketo syncing up with Salesforce every five minutes to keep the data updated.
Marketo is a tool that offers digital marketing solutions such as lead management, email and consumer marketing, mobile marketing, and much more. All these features, when combined with the functionalities that Salesforce has to offer, allow users to streamline their business operations, and boost sales. So without further ado, let’s dive in to explore the Salesforce Marketo integration!
The integration is easy to implement due to the availability of the Marketo Connector. The integration syncs accounts and opportunities to Salesforce unidirectionally, while the syncing of contacts and leads is bidirectional. Depending on the version of Salesforce present, the integration is usually a three-step process:
The first step requires users to transfer fields in Marketo that capture useful information to Salesforce. This involves creating custom fields in Salesforce on the lead and contact objects. These newly created fields are then mapped to Marketo so that the values can get transferred to their respective fields once the conversion is made. Users can also create more mappable fields as per their requirements.
The next step requires users to set up user permissions on the Salesforce platform and create a Salesforce-Marketo integration account. The user permissions allowed include converting leads, event and task edits, as well as read, create, edit and delete permissions for fields like accounts, leads, and opportunities among others.
The final step entails the actual connection of the two platforms. The process requires resetting or retrieving the Sync User security token, which allows users to set user credentials. Following this, the users must deploy the ‘start salesforce sync’ button to get the process underway. Once done, the sync is then verified and users are able to enjoy the newly integrated platforms.
Marketo comes with all the functionalities that a user might require to boost their marketing performance. With the sync between Salesforce and Marketo done, the data can be used both ways in order to gain maximum benefits.
One of the biggest advantages of choosing Salesforce to integrate with Marketo is the easy tailor-made application that allows the two platforms to sync together. Users don’t need to follow any complicated development or coding-based instructions in order to integrate. The field mapping is done between the two platforms with a simple click. All custom objects and fields are synced automatically. Any leads and contacts added are easily synced, saving the need to manually enter data repeatedly. Any deleted fields or objects in the CRM are also automatically updated in Marketo.
Marketo enables vendors to identify the best leads and opportunities that can be availed. The information can be relayed to the sales team via a useful dashboard integrated into the CRM. These leads and opportunities can be quickly identified using the Best Bets page, and the stars and flame icons can be used to depict their quality and urgency. Emails and campaigns can be sent directly from Marketo to Salesforce. The sales team can be made aware of the means of identifying possible contacts that can be converted into leads using a simple analyser displayed inside the CRM platform.
The platforms can also work together to determine which customers are likely to purchase and how interested they are in availing the services of the company. This inference is made based on the likelihood of the customer to exhibit certain behaviours. Users get to decide which customers must be dealt with as a priority and when they need to be contacted. This can be determined via lead scoring where users can assign positive or negative scores based on metrics such as demographic, behaviour, and inactivity.
While the integration between Salesforce and Marketo is easy to achieve, users can unlock a lot more advantages from custom Salesforce Integration that would allow them to get the best out of both the platforms. This kind of integration would help users streamline their business processes and increase their sales efficiency, whilst providing them with the best ways to market their brand. The resulting framework would help users retain more customers and ensure their satisfaction.
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