Marketo User Group – Silicon Valley August 11th, 2011
Best Practices-SFDC and Marketo:Working Together Melissa McCready, CRM Consultant
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?
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.
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
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?
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
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.
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.
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.
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
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.
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!