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Solving Marketo Integration Challenges
April 6, 2017
Connecting Marketo to More:
No code integrations when native connectors are not available or not getting the job done
Hi! I’m Zak.
Solving Marketo Integration ChallengesConnecting Marketo to More:
No code integrations when native connectors are not available or not getting the job done
Agenda
•Introductions•Solving Marketo Integration Challenges– How to connect Marketo to any CRM
– What a Marketo-Pipedrive connection has done for Alphalyr
– Marketo-Eventbrite connection - what’s possible?
– Updates on Marketo’s API policies & optimizing your Marketo sync
•Discussion / Q&A
Today’s Speakers
Zak PinesVP, Marketing
Clemence Fredenucci Digital Marketing Manager
Connect Marketo to any CRM
Clemence Fredenucci
Alphalyr - Background
• Using Pipedrive for CRM• Added Marketo to drive marketing programs• Systems not connected. Lots of challenges
– Marketing contacting leads already engaged with sales, with top of funnel messages
– Sales leads entered in Pipedrive not part of Marketo database– Spreadsheets back and forth (manual, error prone)– No closed loop reporting
Connect Marketo & Pipedrive
• Marketing driven project: no IT or integrators required• Leverage Bedrock Data’s pre-built connectors to map
– leads/contacts– accounts/organizations– opportunities/deals
• Multi-directional sync– leads added to either system– add/update to the other system
• Interface to manage changes– new fields, new rules for when to sync (triggers)
Sales & Marketing Impact at Alphalyr
• Sales & Marketing much more aligned• Working from consistent data between systems • Marketing now can segment based on latest sales status • Marketing now can build trigger nurture campaigns • No more spreadsheet uploads• Closed loop between the two teams
Connect Marketo to any CRM
• Automated Lead Delivery: bi-directional
• Sales Visibility: key fields, activities including interesting moments
• Target CRM Database: via Marketo• Connect Opportunity Data: back
to Marketo for use in RCA reporting
How The Integration Works
CONTACTS/LEADS
ACCOUNTS/COMPANIES
OPPORTUNITIES
MQLs (once qualified)
Lead created by sales
Populated in Marketo (used in Smartlists)
Populated in Marketo (Used for RCA reporting &
Smartlists)
Top Three Tips
Ensure process takes into account sales will
enter leads too
Get key Marketo intelligence to sales – in the interface they
are used to!
Sync opportunity data back to Marketo
+
Connecting 3rd Party Systems to Marketo Programs
Bedrock Data’sMarketo-Eventbrite Connector
• Automatically feed Eventbrite registrant data into Marketo
• Create new leads if don’t exist, or update existing
• Feed Marketo programs & update program statuses (registered, cancelled, etc.)
• No more spreadsheet uploads!
Marketo Registrant Smartlist From Eventbrite
How It Works
1. Sync Eventbrite registrants to Marketo: de-duplicate on email address
2. Map your Marketo programs to Eventbrite events
3. Map your Marketo program statuses to Eventbrite activities
Bedrock Data Mappings
What You Can Do
1. Use Marketo for event reminder & follow-up emails2. Tailor your communications based on who the person
is - customer, opportunity, new prospect, partner, etc.3. Use Marketo to report on events4. Leverage Marketo programs to templatize your events,
which will save you time5. Create standard templates for emails, registration
pages & follow up streams & use program tokens for customizable information
Relevant, Automated Communication Using Marketo
Save Time & Reduce Errors For Each New Event Setup
How It Works
Keys to Marketo Sync Performance
Updates on Marketo API Policies
• Marketo has updated the # of Daily API Calls per customer from 10,000 to 50,000
• Other API throttling required to be compliant - that Bedrock Data adheres to – Maximum of 100 requests per 20 seconds– Maximum 10 concurrent requests
• Bedrock Data batch reads 100 records per API call to create speed efficiencies
Marketo Sync Performance Tips
• Only Sync fields between systems that you require in the connecting system– For Visibility or Reporting
• Example: Predictive Lead Score used to push leads into a Marketo program, don’t need to sync that field to your CRM
Which Integration Interests You?
•Marketo + a third party CRM •Marketo + Eventbrite•Marketo + another event system •Improving Marketo sync performance •None are applicable
Questions?
● Use Cases● Connectors● Marketo Integration eBook● Marketo Power User Series
BedrockData.com/Marketo
