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Hello there, it’s Sylvain Davril, founder of Merlin and Leonard, and I'm thrilled to provide you some insights into how you can achieve seamless integration between Marketo and Salesforce. As a marketing expert at Merlin/Leonard, I've had firsthand experience with these two powerful tools and I believe sharing this knowledge will provide significant value to your marketing automation and customer relationship management efforts.
Let's start with an overview:
Salesforce and Marketo, two of the most widely adopted tools in the business sphere, offer native integration. This means that you don't need to write a single line of code or bring in your IT team to achieve this synchronization. An initial setup, which takes roughly half a day to a day, allows your data to flow seamlessly between both systems.
Let's delve a little deeper into the nuts and bolts of this integration:
One of the significant advantages of the Marketo-Salesforce integration is its bi-directional data flow. This allows for the synchronization of key objects like leads and contacts between both systems. For instance, when you update a lead or contact in Salesforce, the corresponding person in Marketo is updated, and vice versa. Even more interesting is the merge feature. If you merge two leads or contacts in Salesforce, the matching person in Marketo is merged as well, ensuring data consistency.
To begin this integration, we create a dedicated Marketo user in Salesforce. This user profile dictates what data is visible and thus pushed to Marketo, allowing you to control the granularity of your data flow. For instance, you might restrict visibility to specific leads or contacts, ensuring a lean and efficient integration.
Anytime you create a custom field in Salesforce visible to the Marketo user, it will be automatically pushed to Marketo within five minutes. This feature facilitates dynamic data management without any need for the IT team.
Marketo can also push hot leads directly to the appropriate Salesforce sales queue and create tasks in Salesforce. This seamless integration ensures your sales team always has the most up-to-date leads and tasks.
All data flows and sync errors can be easily monitored and managed in Marketo, offering granular control over your integration and allowing for quick troubleshooting when necessary.
In conclusion, the integration between Marketo and Salesforce is not only straightforward and efficient, but it's also incredibly powerful. This pairing allows both marketing and sales teams to be in sync, which is a crucial ingredient for successful customer acquisition and retention.
Keep in mind that the goal here is to keep your integration as lean as possible. The more objects and fields you push to Marketo, the slower your integration rounds could be. So, it's about fine-tuning and finding that sweet spot that works best for your business.
In the next session, we'll explore the myriad benefits of having a synced Marketo and Salesforce system, including segmentation, smart list, and triggers, so stay tuned! If you have any questions in the meantime, feel free to ask. Remember, knowledge is the key to success in this ever-evolving digital landscape. Talk to you soon!
Merlin et Léonard, tous les deux certifiés Marketo, vous donnent les meilleurs conseils sur leur plateforme préférée de marketing automation