Marketo and SFDC Together- Best Practices

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

Published in: Technology, Business

Marketo and SFDC Together- Best Practices

  1. 1. Marketo User Group – Silicon Valley August 11th, 2011
  2. 2. Best Practices-SFDC and Marketo:Working Together Melissa McCready, CRM Consultant
  3. 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. 4. Set Up ChecklistItem Action1 Define the Campaign- audience call-to-action, desired results, timeframe, etc.2 SFDC Setup- Setup a Campaign in SFDC3 Web Setup- Setup landing page(s) including content/fields4 List Pull- SmartList, upload, report from SFDC? Data Quality!5 Marketo Setup- Initial Setup of the Campaign in Marketo6 Check SFDC Fields- Check across Leads, Contacts, Campaigns, Accounts, Optys- add/edit where necessary7 Review Setup- Check the Marketo – SFDC mapping, Marketo flows8 TEST!!!! Use Return Path!9 Communicate- Discuss/train sales about how to get to the data, timeframes, and performance expectations.
  5. 5. 1- Define the CampaignCampaign Type: Email, then phone CallTarget Audience: Prospective & existing customers Industry= High Tech Segment= Security Titles= contain IT, Systems… Geography= USCall to Action: Drive webinar registrationFollow Up: Sales will call in 1-2 days post emailSchedule: Send Tues., calls Weds. & Thurs.Lead Scoring: Click= 20; Register= 80; Opt Out= -20Post Event: Thank you email with whitepaper
  6. 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. 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. 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. 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. 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. 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. 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. 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!

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