This document summarizes a Marketo webinar about integrating Marketo with other systems. It discusses the benefits of integration for aligning marketing and sales, visibility into data updates and opportunities. It also addresses questions about when to sync leads between Marketo and a CRM and considerations around both approaches. Finally, it outlines the different integration options including native integrations with Salesforce and Dynamics, custom integrations using APIs, and connectors from various vendors. It provides information on Marketo's SOAP and REST APIs and best practices for custom integrations.

1. Marketo Partner Webinar
December 2015
Marketo integrations
Ivan Pinto – ipinto@market.com

2. Why Integrate?
1. Marketing & Sales Alignment
2. Visibility
Without integration, how can we properly align our revenue cycle?
• Have required criteria for target group selection
• Data updates (e.g. unsubscribes / interesting moments)
• Opportunity information, Custom Objects
• Analytics
• ROI

3. Question - When to Sync Leads?
Sync Leads to CRM Upon Creation Sync Leads to CRM Upon Qualification
+ You don’t need to create and maintain rules in the system
for syncing.
+ You won’t show cold leads to sales.
+ Sales will be able to see all leads. + You can keep junk leads out of CRM.
- Sales will have to be trained to understand the difference
between cold and warm/hot leads.
You have to maintain and enforce rules in Marketo for
syncing.
- Leads with junk data may end up in CRM. - If sales creates new leads in CRM that already exist in
Marketo, you will get duplicates. Also, relevant activity
history will not be visible to sales.
When should I push new leads from Marketo to CRM??? Below considers 2 approaches. Now, also ask, should I see all person
records(leads and contacts) in Marketo…. If not, why not?

4. Synchronization CRM<->Marketo
• Native integrations
• Salesforce
• Microsoft Dynamic
• SAP: we will no longer offer our current native SAP Cloud for Sales (CRM)
integration. Current customers using the native integration today will continue to be supported
• Custom Integration (using SOAP or Rest API)
• Connectors (Informatica / MUV / Scribe / Knack
• Custom API solutions

5. Native Integrations

6. Salesforce
• Leads *
• Contacts *
• SFDC Campaigns *
• Opportunities
• Accounts
• Custom Fields
• Custom Objects
• Activities *
• Merges
• Conversions
• Assignments
• Record Type
• And more…
Only the objects, fields and
leads that the credentials
have access to
Leads and
Contacts are
“normalized” on
the Marketo side
to allow for better
access and
expressibility.
*Bi-directional sync

7. Microsoft Dynamics CRM
• Lead*
• Contact*
• Account
• Opportunity
• Users
• Custom entities
• Custom Fields
Only the entities, fields
and records that the
Marketo user account in
Dynamics has access to
Leads and
contacts are all
shown as “leads”
in Marketo Entities Also Supported:
Campaigns are not supported*Bi-directional sync 

8. docs.marketo.com

9. Custom integrations

10. Connectors/ETLs
ETL
2 way sync:
Contact
Lead
Account
Opportunities (read only)
Custom Objects (read only)
1 way sync
Activity Log
Check out:
Sugar connector: http://www.sugarcrm.com/partner/marketo-sugar
Netsuite connector: http://launchpoint.marketo.com/assets/company/1278/Marketo-to-NetSuite-Integration-Using-Muv-3.pdf
MUV: http://muvdata.com/
Scribe: http://www.scribesoft.com/marketo
Informatica: https://launchpoint.marketo.com/informatica-corporation/1907-informatica-cloud-for-marketo/
Dell Boomi: https://launchpoint.marketo.com/dell-boomi/1901-atomsphere/

11. API – build custom solutions
Check out our developers section: http://developers.marketo.com/

12. Direct access to the Data Model

13. Marketo API – SOAP and REST
• SOAP API
• Original web service standard;
• Legacy Support.
• REST API
• More recent technology;
• Higher performance;
• Richer and growing function set.

14. SOAP (xml) vs REST (json)

15. Functional Support (SOAP vs Rest)
Assets SOAP REST
Folders
Tokens
Email Template
Email
Snipet
File
Segmentation
Landing pages
templates
Data Model SOAP REST
Leads
Lists
Opportunities
Custom Objects
Program *
Request Campaign
Program Membership
Company
Salesperson
Data Model Assets
* Under development

16. Best Practices
• Reduce security exposure by giving the interface user
the bare minimum access required to execute the
interface;
• Be aware of natural constraints of a Cloud Integration:
• Latency;
• Governor limits;
• Batching multiple operations;
• Decide on data ownership, and rules for concurrent
change of data

17. Example of custom integration
Basic
Process Tool
System
Folder:
• SFTP
option
Contact
Lead
Opportunities
Custom Objects
1 way sync
Activity Log
Basic Process
What is the Basic Process Tool?
Tool to import/export Marketo data
Uses standard format files (CSV, XML, JSON)
Can be used manually or automatically
CRM requires a process to import/export data.

18. Thank You & Questions Please