This webinar discusses the limitations of using the native Marketo-Dynamics CRM connector and provides 7 reasons to use a specialized integration platform instead. The native connector does not prevent data duplication or enable workflow management between the systems. A specialized platform provides bi-directional syncing to prevent duplicates, pushes tasks as closed in Dynamics, uses actual field names for lookups, and allows managing workflows without involving CRM admins. It also supports multiple instance types and dedicated support for the integration. Attendees are polled about next steps like a demo or attending a future webinar for a deeper dive on Bedrock Data's specialized integration platform.

1. Using a Specialized Integration Platform for
your Marketo & Dynamics CRM Integration
Customer/Partner logo
Paul Wilson
Solutions Architect, Perkuto
Zak Pines
VP Marketing, Bedrock Data

2. GoToWebinar Navigation
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3. Agenda
1. Limitations of Native Connector [recap from last session]
2. 7 Reasons to use a specialized platform for Marketo-Dynamics
3. Q&A / Discussion
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Zak

4. 4
Quick Recap of
Last Session
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5. Limitations of Native Marketo-Dynamics Connector
1. No data de-duplication from Dynamics into
Marketo for new Marketo leads
2. No workflow management
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3. GUIDs are a scramble of characters (not lookup values)

6. 6
7 Reasons to Use a
Specialized Integration
Platform
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7. #1 Microsoft uses a 3rd party integration for their
Marketo-Dynamics connection!
In Microsoft’s case they have built a custom integration That’s not necessarily the answer! (too costly)
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8. #2 Seamless multi-directional sync handles new
records in BOTH directions
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Does the record exist in Marketo?
YES NO
New Lead or Contact
● Sales Prospecting
● Inbound Call
● Referral
● New Contact at Account
No Duplicates | No Workarounds

9. #3 Pushing interesting moments as closed tasks to Dynamics
● Completed tasks in Dynamics
● No plug-in/separate interface
● Report on data via Dynamics
Marketo - Dynamics Integration
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10. #4 Work with lookup field values in Dynamics
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Work with data in Marketo using
“real world” names
A character scrambleVS.

11. #5 Manage workflows without involving CRM admin
Data-Driven Triggers
● Convert leads
● Add to lists
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12. #6 Managing multiple / mixed instances
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● Mixed environments
● Multi geo’s or biz units
● Acquisitions
● Specialized CRM for
BDRs & Sales teams

13. #7 Full-time dedicated support around data integration
● Continuous development releases
● Focused development
● Immediate support
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Specialized Integration Provider Marketing Automation Provider
● Competing for scarce development resources
● Infrequent updates
● Competing for support resources

14. Recap - Integration Platform
Win-Win for Marketo & Dynamics Admins
For Marketo Admins:
● Work with lookup field values (e.g.
business unit), not long ID values
● Stronger confidence in no dupes
● Manage workflows without needing CRM
admin
● Manage multiple instance or mixed
environments
● Focussed support & development around
integration
For Dynamics Admins:
● Avoid marketing data clutter forced by a
full sync (excess leads in CRM)
● Interesting moments as closed tasks
opens up CRM reporting/analytics
● Manage multiple instance or mixed
environments
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15. Visit Bedrock Data Marketo-Dynamics Webpage
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www.bedrockdata.com/marketo/marketo-and-dynamics-integrations

16. What are your preferred next steps?
[Poll]
A) I’d like to have a conversation about improving my Marketo-Dynamics
connection
B) I’m interested in scheduling a 1:1 Demo of Bedrock Data to achieve what’s
been discussed today
C) I’d like to attend a March webinar and get a deeper dive demo of Bedrock
Data then
D) No next steps at this time
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17. Discussion
Q&A
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18. @ success@perkuto.com
w perkuto.com
fb.com/perkuto
twitter.com/perkuto
Thank you!
Zak Pines
VP, Marketing, Bedrock Data
zak@bedrockdata.com
Paul Wilson
Solutions Architect, Perkuto
paul@perkuto.com