Companies that leverage CRM applications such as Salesforce successfully improve sales by 29%. Many of those companies need to integrate Salesforce with their existing processes. The integration enables firms to adopt new workflows seamlessly. However, it’s important to get it right.
Marketo is one of the most powerful tools on the market for Salesforce integration. However, there are common oversights that can turn a seamless integration into an IT disaster. The top benefit of a Marketo integration with Salesforce is automation. It can help you to get the most out of Salesforce. Also, Marketo gives you the ability to use Salesforce with 550+ native integrations right out of the box. To learn how to avoid the most common Marketo Salesforce integration mistakes, keep reading.
Marketo is the strongest marketing automation platform around. It empowers you to integrate with Salesforce CRM seamlessly. Marketo has cemented its status as the premier marketing automation tool for companies that like to do things their own way. Marketo offers many customization and personalization options. It allows users to craft carefully customized campaigns. More importantly, it enables users to create campaigns that are more in line with a company’s unique needs. By integrating Marketo and Salesforce, you can create a powerful CRM and marketing automation workflow. The combination will allow your business and marketing team to find and reach your target audience. However, you’ll do so with greater ease by combining these two technology powerhouses.
Still, there are a few things that you should consider before you start the Marketo Salesforce journey.
You may have already deployed Salesforce and have been considering a Marketo integration. If so, you might wonder about the benefits of merging the two technologies. Marketo offers powerful analytics. Its analytical tools will enable you to track and demonstrate the effectiveness of your marketing campaigns. For instance, it will help you to pinpoint the source of your most qualified leads. You’ll know the value of each individual marketing channel to confidently decide between doubling down on ABM campaigns or building intent-based nurture sequences for SMB prospects, for example. You can also use Marketo reporting to track the performance of email campaigns. Marketo allows you to track the performance of your website as well as overall marketing campaign performance. Marketo provides powerful lead management tools. It enables you to nurture leads based on engagement and product interest. You can also act based on user behavior and demographics.
You can accomplish this task using Marketo targeted, behavior-activated follow-ups. With Marketo, following up on leads becomes second nature.
By pairing Marketo with Salesforce, you can supercharge your sales process. Resultantly, your sales team can focus their efforts. Marketo empowers your sales team to move faster. More importantly, it simplifies their work.
With the platform, sales personnel can identify leads and channel them through the sales funnel. They can also take advantage of lead scoring with Marketo Salesforce integration. Lead scoring will enable your sales team to recognize customers who are ready to buy. At this stage, you can decide when and if you want to engage the customer further. With lead scoring, you can assign positive and negative scores. The scores are based on customer behavior, location and other factors. This feature enables you to highlight your most promising leads. Resultantly, you can track your high potential buyers more closely.
Marketo Salesforce integration enables you to trigger actions automatically. These actions may include emails and targeted campaigns. With the dynamic duo of Salesforce and Marketo, this kind of rapid deployment becomes the status quo. Despite these powerful features, Marketo Salesforce integration is relatively straightforward. All that’s needed to get started is your CRM credentials. You’ll also need your custom fields and objects. Now, you can sync information between the two platforms quickly.
Before you get started with the integration, you’ll need to think about how you’ll align your Marketo and Salesforce databases. Here, you have two possible options—full or partial database sync. With full database sync, both databases share all the same information. This method is a best practice and recommended for all companies.
Full database sync eliminates the risk of duplication. It also ensures transparency throughout the sales funnel. With partial sync, you’d take a lead lifecycle approach. You’ll also need to consider the lead sync flow. You’ll only migrate sales-ready leads in the Marketo database to the Salesforce database with partial sync. In this way, sales staff will only see active leads. However, partial sync can result in duplicates. You’ll also want to consider the hierarchy and setup of your Salesforce CRM. It’s a good idea to give Marketo close to System Admin rights. You also want to give Marketo access to the highest level of your Salesforce role hierarchy. By doing so, Marketo can see everything in Salesforce.
Marketo only writes to Salesforce Lead, Contact and Campaign objects. However, it can read from Account and Opportunity objects. Here, it’s important to pay attention to Marketo integration documentation. You want to ensure the Marketo sync user is configured properly to eliminate errors.
There’s no way to perform the sync in less than five minutes. However, there are steps that you can take to make sure that the process goes as fast as possible. Firstly, you’ll want to perform updates during your downtime. You’ll most certainly slow down your network if you try to perform a large, bulky data update during working hours.
This kind of oversight will only frustrate your sales and marketing team—and your customers. Instead, it’s better to perform large updates during off-hours, such as evenings and weekends. It also helps to deselect any unnecessary records. The sales team doesn’t need the entire picture of your CRM database. Highlighting the most relevant marketing fields can help to speed up the synching process. It’s also helpful to hide any unneeded records. Again, you want to identify the records that the entire team does not need to access.
These tips can help you to sink your company information in the shortest time possible.
In some cases, you may run into trouble synching Marketo with Salesforce. There are a few reasons why this might occur.
You might notice a problem with Marketo Salesforce integration if your CRM information hasn’t synched in several hours after performing the initial sync. Alternatively, the “Sync lead with Sales” feature may not work. You may also notice an issue if activity history items or tasks aren’t getting sent to Salesforce. Before you start troubleshooting, you’ll want to go to the admin page and check the Last Synced time. If it’s been more than an hour since the last sync, there are a couple of things you can try. You want to take note of whether you made any large changes to your Salesforce database. This may include adding custom fields or changing several field values. Large changes to the Salesforce database take longer to sync to Marketo. You may also want to check your Salesforce username, password and token. For instance, you may have changed your Salesforce password recently.
Alternatively, you may have reset your security token. In either case, you’ll want to click on Edit Credentials and enter the new information in Marketo. If your password changes, your security token does as well. Resultantly, you must change them both at the same time.
These are the basic steps that you can take to resolve Marketo Salesforce integration issues. However, sometimes a troubled integration requires the help of an expert. A skilled Salesforce Admin can help.
Now you know more about how to avoid the most common Marketo Salesforce integration mistakes. If you’re having trouble with Marketo Salesforce integration or you just want to make sure that your deployment goes flawlessly, FoundHQ is the best way to find the right expert for the job.
Marketo Salesforce integration is straightforward. Still, things can go wrong. It’s a good idea to have access to a Salesforce administrator for the integration. Your CRM information is the lifeblood of your business. By working with a Salesforce expert, you can ensure the integrity of your data.
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