From my preso at the Marketo User Group in Silicon Valley 8-11-2011

1. Marketo User Group –
Silicon Valley
August 11th, 2011

2. Best Practices-
SFDC and Marketo:
Working Together
Melissa McCready, CRM Consultant

3. What Do I Need to Think About?
 Are Marketo and SFDC set up to
capture the right information?
 Are fields properly synced
between the two tools?
 Are actionable flows set up in
Marketo to auto update SFDC-
i.e. Campaign Member Status,
field value(s), Email Opt Out,
etc.
 Did I test everything that
requires testing?

4. Set Up Checklist
Item Action
1 Define the Campaign- audience call-to-action, desired
results, timeframe, etc.
2 SFDC Setup- Setup a Campaign in SFDC
3 Web Setup- Setup landing page(s) including content/fields
4 List Pull- SmartList, upload, report from SFDC? Data Quality!
5 Marketo Setup- Initial Setup of the Campaign in Marketo
6 Check SFDC Fields- Check across Leads, Contacts,
Campaigns, Accounts, Optys- add/edit where necessary
7 Review Setup- Check the Marketo – SFDC mapping,
Marketo flows
8 TEST!!!! Use Return Path!
9 Communicate- Discuss/train sales about how to get to the
data, timeframes, and performance expectations.

5. 1- Define the Campaign
Campaign Type: Email, then phone Call
Target Audience: Prospective & existing customers
Industry= High Tech
Segment= Security
Titles= contain IT, Systems…
Geography= US
Call to Action: Drive webinar registration
Follow Up: Sales will call in 1-2 days post email
Schedule: Send Tues., calls Weds. & Thurs.
Lead Scoring: Click= 20; Register= 80; Opt Out= -20
Post Event: Thank you email with whitepaper

6. 2- SFDC Set Up
 Set up a Campaign- define member statuses, use the
same campaign name as you do in Marketo!
 Do you have all the “right” fields?
 Have you set up List Views on Leads & Contacts for this
specific campaign?
 Have you addressed assignment rules?
 Will there be an open activity assigned for all of these
leads?
 Have you defined the reports?
 Do you have a dashboard for management?
 Do you have a child campaign for those who attend for a
post-webinar follow up?
 Does Sales need training to do this properly?

7. 3- Web Setup
 Be sure to optimize your landing page(s). Shoot
for Simple, clean, visually appealing with:
√ Directions on how to fill out √ Event duration
the form- BIG SUBMIT √ Dates and start times-
button- keep it above the
remember to think about
fold!
√ Event information
time zones!
√ Event value/content √ Consider page layouts for
√ Presenter info mobile devices

8. 4- List Pull
 Use Marketo’s SmartList to pull versus SFDC as it will allow
you to pull from both Contacts and Leads! With SFDC that
ends up being two different reports/views to accomplish
the same thing!
 Make sure to check the list for
duplicates/inconsistencies!!!! Open up the file in Excel and
review, save it, download and edit then reload into Marketo
even.

9. 5- Marketo Setup
 Setup the Marketo Campaign using a consistent
naming schema including a date is helpful!- i.e.-
High Tech Webinar 08-11-2011
 Do you want to auto-add activities in SFDC along
with email notifications to the lead owners? You
can use SFDC workflows to do this as well, which
allows you to pre-populate the subject field to
keep activity reporting clean.
 Make sure to update member statuses in SFDC
automatically based such as opt out, clicked,
registered, no action, post-show as well-
attended, no show.

10. 6- Check SFDC
 It is common that
mapping from one
“object to another in
SFDC ”- i.e. lead to
opty or lead to opty
AND contact- is non-
existent. Many times
people do not know
how to setup fields to
map across more than
one object either. Use
hidden fields and
workflow rules for this.

11. 7- Review the Setup
 Check to make sure you have:
◦ Member statuses updating based on actions
◦ Check Marketo to ensure the fields are mapped
to SFDC
◦ Data is clean in the lists
◦ You have the email opt out message set up
properly in Marketo
◦ Your flows in Marketo make sense

12. 8- TEST
 Set up a few test contacts
and leads in SFDC
 Pull these into a test list in
Marketo
 Test the campaign and
review the results in both
Marketo and SFDC- leads,
contacts, & campaigns!
 Utilize Return Path!
 Test out 3 or more times, not
just once!
 Remember to expunge test
records in SFDC.

13. 9- Communicate
 Never assume everyone
knows what to do.
 Train sales on how to use SFDC and Marketo
SalesInsight (if you are utilizing this and
templates) to follow up.
 Give links to views, reports, the campaign to
sales!
 Post-mortem- get feedback and look for
opportunities to improve!