Solving Marketo Integration Challenges
0 likes260 views
The document discusses connecting Marketo to other systems through no-code integrations. It provides examples of connecting Marketo to Pipedrive at Alphalyr, which improved sales and marketing alignment. It also discusses connecting Marketo to Eventbrite to automatically feed registrant data and map program statuses. Tips are provided on ensuring the sales process is considered, sharing key Marketo data with sales, and syncing opportunity data back to Marketo. Updates on increased Marketo API limits and performance optimization techniques are also summarized.
Solving Marketo Integration Challenges
- 1. 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
- 2. Hi! I’m Zak. Solving Marketo Integration Challenges Connecting Marketo to More: No code integrations when native connectors are not available or not getting the job done
- 3. 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
- 4. Today’s Speakers Zak Pines VP, Marketing Clemence Fredenucci Digital Marketing Manager
- 5. Connect Marketo to any CRM Clemence Fredenucci
- 6. 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
- 7. 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)
- 8. 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
- 9. 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
- 10. 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)
- 11. 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
- 12. + Connecting 3rd Party Systems to Marketo Programs
- 13. Bedrock Data’s Marketo-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!
- 14. Marketo Registrant Smartlist From Eventbrite
- 15. 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
- 17. What You Can Do 1. Use Marketo for event reminder & follow-up emails 2. Tailor your communications based on who the person is - customer, opportunity, new prospect, partner, etc. 3. Use Marketo to report on events 4. Leverage Marketo programs to templatize your events, which will save you time 5. Create standard templates for emails, registration pages & follow up streams & use program tokens for customizable information
- 18. Relevant, Automated Communication Using Marketo
- 19. Save Time & Reduce Errors For Each New Event Setup
- 20. How It Works
- 21. Keys to Marketo Sync Performance
- 22. 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
- 23. 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
- 24. Which Integration Interests You? •Marketo + a third party CRM •Marketo + Eventbrite •Marketo + another event system •Improving Marketo sync performance •None are applicable
- 25. Questions?
- 26. ● Use Cases ● Connectors ● Marketo Integration eBook ● Marketo Power User Series BedrockData.com/Marketo