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2016

Here is a summary of which triggers can be used across workspaces.

 

Any of the Email triggers since “Contains” is available

  • Clicks Link in Email
  • Email Bounces
  • Email Bounces Soft
  • Email is Delivered
  • Opens Email
  • Received Forward to Friend Email
  • Sent Forward to Friend Email
  • Unsubscribes from Email

 

Examples:

 

Additional Triggers since “Contains” is available

  • Fills Out Form
  • Program Status is Changed
  • Visits Web Page
  • Clicks Link on Web Page
  • Added to List
  • Removed from List
  • Engagement Program Cadence Changes
  • Engagement Program Stream Changes
  • Has Interesting Moment
  • Score is Changed
  • Sent Alert
  • Revenue Stage is Changed

 

Examples:

 

Have a good naming convention is super helpful when you have triggered smart campaigns reacting to activities across workspaces.

It is easy to get confused by all the different smart list operators when you use a date field in a smart list. Here is a summary of the operators and how to use them. The follower operators are based on using a date field and not a datetime type field.

 

When you filter based on whether the date is "in future", "in future after", "in past", or "in past after" you can use hours, days, weeks, months or years. For example, use in future 1 hour if you want the records which qualify today. If you use in future 2 days the smart list will include records from today, tomorrow and the next day. I have also tried using minutes which seemed to work.

 

Here is how to filter based in the future after 3 days time

  • A record will qualify if there is a date 4 or more days from now (e.g. the 4th day)
  • A record will qualify if there is a date 5, 6, 7, etc days from now.
  • If the date is 3 days away the record will not qualify
  • If the date is 1 or 2 days away the record will not qualify

 

Here is how to filter based in the past before 3 days time

  • A record will qualify if there is a date 4 or more days ago (e.g. the 4th day)
  • A record will qualify if there is a date 5, 6, 7, etc days ago.
  • If the date is 3 days in the past the record will not qualify
  • If the date is 1 or 2 days in the past the record will not qualify

At the heart of your social media activities is the desire to both engage with your audience and to capture data.  Whether you are using Marketo Social Apps or creating custom audiences and Lead Ads in Facebook (or both!), it's important to know that data instigated by Marketo Social Apps and Facebook Lead Ads can be used to enrich and append your Marketo data.

 

Social Apps are created as local assets:

 

Social.png

 

Marketo Social Apps include:

Social Button

You Tube Video

Poll

Referral Offer

Sweepstakes

 

 

 

 

 

 

Click here to read more about pushing Marketo data to Facebook using Ad Bridge and here to learn more about how to set up Facebook Lead Ads. Use List Actions "Send to Ad Bridge" to send your list to Facebook:

 

Send via Ad Bridge.png

 

What data is returned?

The below grid provides an overview of the data that can be returned by each social feature. Note that when using Social Form Fill for Twitter and Facebook (represented by orange dots on the grid) you'll need to add a required email field to ensure that data is captured, since this data is not passed by those social networks. Read more about that here.

 

 

You can configure which data you want to capture for Sweepstakes and Referrals:

 

Lead Capture Sweepstakes.png

 

One you enable Facebook Lead Ads you can choose which fields to map. The following fields are automatically mapped: Full Name, State, Country, Email, City, Date of Birth, First Name, Last Name, Street Address, Job Title, Phone Number, Company Name, Zip Code, Post Code.  Edit the Service in Admin under LaunchPoint:

 

Edit Services.png

Determining which Lead/Contact/Account Object fields to Sync with Marketo

One of the most important items in the SFDC integration set-up process is determining which SFDC fields to sync with Marketo for the Lead, Contact and Account objects. Syncing a field means that the SFDC field will automatically be created in Marketo during the integration process. There will be an automatic mapping of the Marketo created fields with SFDC fields. You can view SFDC field mappings in Marketo if you have access to the Marketo Admin area.

 

I recommend syncing only the fields you need for target marketing, form fill outs and list imports. It’s easy to sync new fields at a later time, but much harder to remove/hide synced fields that you don’t use. I have seen many customers sync hundreds of fields and then spend a ton of hours trying to clean up the chaos. As you review the fields for each object, ask yourself what will the field be used for and do really need it.

 

SFDC Field Sync Best Practices

Make sure the field label and API names match so they will automatically be mapped together when they are created in Marketo. You can re-map fields during the integration set-up but the process is confusing and it is much easier to do it in SFDC. If the field is on multiple objects, also check the mapping in SFDC.

 

If you are syncing a picklist field I recommend updating the values before you sync it and verifying that the values are the same if the field is on two objects.

 

Make fields read only if you absolutely need to protect the data integrity. Otherwise use block field updates to allow Marketo to edit a field if the field value is empty. Without field blocking, the updated information in Marketo would then sync to Salesforce and overwrite the data.

 

Enable Salesforce history tracking to see data value changes.

 

Read this article if you are thinking about syncing formula fields.

 

If you are creating a new SFDC field remember to name your field so it is easy to understand the purpose of the field. Think carefully about the naming convention and whether you want to it to be grouped with other fields based on the name since Marketo shows fields in alphabetical order.

 

Try to sync as few fields as possible to reduce confusion and decrease the chance of using the incorrect field. Always ask yourself what is the purpose of the field.

 

Never rename a SFDC field in SFDC or Marketo since the API name can’t be edited. If you rename a field in SFDC nothing will change in Marketo. If you change the API name a new field will sync to Marketo.

 

To create a score field in SFDC, create an integer field. and when it appears in Marketo, change the field type to Score. The field will not appear in the Change Score flow step unless the field type is Score.

 

If you can’t remember what the field is for then hide it and create a new one. It is not possible for your Marketo admin to delete a field. You can add additional fields at any time.

 

Finally, I recommend creating a field data dictionary to document which SFDC and Marketo fields you will be syncing. The dictionary should list how each field will be used and whether the field will be blocked from updates. At any time you can export a list of all the fields in Marketo (Marketo only, Marketo System and Synced from SFDC).

 

Note: If you sync a field later which contains values you will need your SFDC admin to update the last modified date/system mod stamp for all the records which have a value. Marketo does not automatically pull in the values for newly synced fields.

 

Additional resources for learning about the Marketo integration with SFDC.

Today's marketing is about effective story telling. And with the viral nature of digital marketing, top of the list when it comes to getting your story out there is the use of video content.  If you still haven't included video as part of your marketing strategy, or if you want to learn about using video to increase engagement, qualify and convert your buyers, check out this great eBook. Now add the power of web personalization to the mix and you're telling that powerful story to the audience most likely to want to watch.

 

Let's look at how easy it is to include video in your web personalization campaigns.

 

First you'll need to follow the relevant video player's Embed HTML instructions:

 

In the RTP campaign editor, open the HTML editor and simply paste the video's Embed HTML code.  In the below example I'm using a YouTube video.

 

In YouTube click on the Embed tab and copy the embed code:

 

Embed YouTube Example.png

 

Then copy and paste the embed code into the campaign HTML and click Update:

Embed HTML.png

 

The video won't render in the WYSIWYG editor - but don't worry, it will still work - just check out the Preview:

Embed Preview.png

 

And here's the final result:

Embed YouTube Final.png

 

Did you know you can also include forms in your Web Personalization campaigns?  Check out the instructions here.

 

As always, thanks to Yanir Calisar for all things RTP related.

Here is how you can send a post-birthday messages to a person. The following example uses the Date of Birth field which is automatically created when a new Marketo instance is created. It is automatically mapped to the SFDC Contact Birthdate field when Marketo is integrated with SFDC. The field type is “date.”

 

You have to set up two smart campaigns since the lead token, {{lead.Date of Birth}}, can only be used in a trigger campaign.

 

Step 1. Create a batch campaign with campaign is requested in the Smart List

Step 2.  Configure Wait Step in the Flow

  • Add token {{lead.Date of Birth}}. Remember a token can only be used in a trigger campaign. Choosing "Plus" will make the wait step end after the date in the token. Choosing "Minus" will make the wait step end before the date in the token.
  • Remember to click "Use next anniversary date"
  • Set time for when you want the wait step to end. This will be the time the email will be sent out.

Step 3. Add Send Email to Flow

Step 4. Activate

 

Step 5. Next create a batch campaign with a request campaign in the flow step.

 

Step 6. Set Smart List

 

Step 7.Request the first campaign in the Flow

Step 8. Run the campaign

 

Alternative Method for Sending a Message after a Person’s Birthday

In this example you will need your SFDC Admin to continuously update the value of the SFDC Contact Birthdate field to the upcoming year. Since the Birthdate field includes Month, Day and Year, the year always needs to changed to the upcoming year. For example, if today is 5/14/2016 then all values in the Birthdate field need to be 2016 or 2017. Once a person's birthday has passed then the year needs to be updated to the next year.

 

Set the Date of Birth field twice in your smart list in your smart campaign based in the past before 2 days time and in past 3 days time.

  • If the date is exactly 3 days in the past the record will qualify
  • If the date is not exactly 3 days in the past the record will not qualify

 

Smart List

Schedule

Set the schedule to run every day. Set the flow so a record can flow either only once or once every 364 days.

Instructions to send a birthday message.

Got pesky scroll bars in your Dialog Web Personalization campaigns? Let's look at how easy it is to get rid of them...

 

In the Dialog Campaign interface you have options to setup the dialog box size, or you can make it even simpler by choosing Auto Width.  Also, don’t forget the great choices you get for Dialog Style including, Modern Trim (a black outline), Basic (includes a gray box for the Dialog Title) and Modern Trim II (a gray outline):

 

Dialog Types.png

 

Here are my settings - I selected a Transparent background and Auto Width:

Dialog Sidebar.png

 

Then simply insert the following CSS code to the campaign's HTML:

<style>

#trwDialog{

    overflow-x: hidden;

    overflow-y: hidden;

}

</style>

 

And here’s the result:

Dialog Transparent.png

 

Bye Bye, scroll bars!

Brian Law

Sending a Birthday Message

Posted by Brian Law Employee Apr 22, 2016

Here are the instructions to send a Birthday Message.  In this example, I am using the Date of Birth field which is automatically created when a new Marketo instance is created. It is automatically mapped to the SFDC Contact Birthdate field when Marketo is integrated with SFDC.  The field type is “date.”

 

You have to set up two smart campaigns since the lead token, {{lead.Date of Birth}}, can only be used in a trigger campaign.

 

Step 1. Create a trigger campaign with campaign is requested in the Smart List

 

Step 2.  Configure Wait Step in the Flow

  • Add token {{lead.Date of Birth}}. Remember a token can only be used in a trigger campaign.
  • Remember to click "Use next anniversary date"
  • Set time for when you want the wait step to end. This will be the time the email will be sent out.

 

Step 3. Add Send Email to Flow

Step 4. Activate

 

Step 5. Next create a batch campaign with a request campaign in the flow step.

 

Step 6. Set Smart List

 

Step 7. Request the first campaign in the Flow

Step 8. Run the campaign.

 

A Different Method

I was testing something for a client and figured out the following way to also send a Happy Birthday Email using batch smart campaign without a wait step. In this example you will need your SFDC Admin to continuously update the value of the SFDC Contact Birthdate field to the upcoming year. Since the Birthdate field includes Month, Day and Year, the year always needs to changed to the upcoming year. For example, if today is 5/14/2016 then all values in the Birthdate field need to be 2016 or 2017. Once a person's birthday has passed then the year needs to be updated to the next year.

 

In the smart campaign smart list filter I used in future 0 minutes instead of in future 1 day. Yes, it actually worked.

 

Set the schedule to run every day. Set the flow so a record can flow once every 364 days.

You can use block field updates to keep Marketo from overwriting or updating key information. It is not possible to make a Marketo field which is editable read only. You can only block field updates to the field. I recommending blocking updates for all list imports (Trusted and Untrusted) since users typically don’t know the difference between the two types. You can always unblock updates temporarily.

 

I recommend blocking field updates for any values you don't want ever want to change such as fields you are using to capture Original or First field values.

 

Examples:

  • Original or First Lead Source (Custom SFDC or Marketo only field)
  • Original Source Type and Original Source Info
  • Any fields labeled “Original”

 

If your sales team is sensitive about their data, you can use block updates to keep from overwriting a first name or phone number when a form is submitted.

 

There are some fields which you can’t block updates since these fields aren’t editable like Full Name, Created and Updated.

 

In my testing, blocking field updates for list imports does work for boolean/check box fields. I tested both the unsubscribed and a custom field for list imports and manual updates.

 

 

Unsubscribed

Unsubscribed

Unsubscribed

Custom Boolean Field

Custom Boolean Field

Custom Boolean Field

Original Value

TRUE

TRUE

FALSE

TRUE

TRUE

FALSE

List Import Value

FALSE

 

TRUE

FALSE

 

TRUE

Results

Stayed True

Stayed True

Stayed False

Stayed True

Stayed True

Stayed False

 

Note: During my testing I noticed that if you don't have field updates blocked for a boolean field Marketo and if you imported a "Null/empty" value the value won't change from True to False. In the past, the value would change from True to False if you imported a list with empty values for a boolean field. Thus, it no longer appears to be an issue.

 

Admin rights are required to block updates to a field. Instructions can be found herehttp://docs.marketo.com/display/public/DOCS/Block+Updates+to+a+Field including the different input sources (e.g data value change, salesforce sync, list imports, etc).

 

Here are some resources for learning about the Marketo integration with SFDC.

Whether you are new to Marketo or have been using it for years here is a list of of the resources for learning more about the Marketo integration with SFDC.

 

Initial SFDC Sync

 

SFDC Fields

 

Marketo Fields

 

Sync Lead to SFDC or Change Owner Flow Step

  • Using the Sync Lead to SFDC flow step to insert a Marketo only record
  • Using the Auto-Assignment rule when inserting/syncing a new record to SFDC
  • Using a queue when syncing a new record to SFDC
  • Setting the SFDC record type
  • Using the Change Owner flow step

 

SFDC Converting / Merging / Deleting Records

  • Converting a Lead into a Contact in Salesforce
  • The results in Marketo of merging Leads or Contacts in SFDC
  • Using Marketo to merge a Marketo record with a SFDC Lead or Contact record
  • Using Marketo to merge a SFDC Lead with a SFDC Contact

 

Reporting

  • Checklist for attribution reporting including - Setting up Marketo and SFDC for attribution reporting.

 

SFDC Opportunities

 

Troubleshooting Sync Issues

Brian Law

Using a Score Field

Posted by Brian Law Employee Apr 19, 2016

Besides being used to prioritize leads, a score field can be used to track how many times something has happened. For example, when I first started using Marketo I used a score field to track the number of marketing emails I sent to my trade show booth visitors. Once I sent a three emails with no response our policy was to stop emailing the person.

 

Flow Example:

 

Notes about score fields:

  • If you create a custom score field it will not automatically update/feed the default Lead Score field. For example if you have a custom Behavior Score field you will need to use two Change Score flow steps to get the Lead Score field to change the same amount as the Behavior Score field.

  • To create a score field in SFDC, create an integer field. and when it appears in Marketo, change the field type to Score. The field will not appear in the Change Score flow step unless the field type is Score.
  • It is not possible to import a score field value of +1
  • When a record is merged in SFDC the default Lead Score field is added up
  • When a record is merged in Marketo the default Lead Score field and all other custom score fields are not added up since you chose the score to keep during the merge
  • Here is an interesting article about identifying the highest score among several score fields using SFDC by Valerie Armstrong

When you are implementing In Zone Web Personalization campaigns you may need to wait on final creative but still want to get as much work done as possible as you are driving towards your implementation deadline.

 

What to do?

Provided you already have div ids in place, you can easily create placeholder campaigns using existing content and simply update the placeholders by replacing the necessary text and image links when your creative assets have been approved.  Even if your creative is vastly different than the existing content it’s replacing, creating placeholders creates a parallel work stream and allows you to get segments created and associated with campaigns, lock in your naming conventions and make internal decisions like who will be providing final approval once the campaigns are complete.

 

How to do it?

In Google Chrome, start by locating the area of your website where the In Zone campaign is going to be placed, right click the area and click on Inspect when the model opens:

Inspect.png

 

Next, find the name of  <div> id for that element and keep a copy of it; you will need to enter this in the Zone ID section of the In Zone campaign designer:

div.png

 

 

Grab a sample of the existing content by highlighting and copying it:

copy.png

Then simply paste it in the In Zone WYSIWIG editor:

Paste.png

 

Ch-Ch-Ch-Changes

Now it’s time to swap out the creative.  It’s easy to make edits using using the WSIWIG editor, or by editing the HTML directly – just choose HTML:

HTML.png

 

 

Change various aspects of the HTML directly in the editor. In this example I’m changing the h2 element:

Source.png

 

Check your changes by previewing the campaign:

Preview.png

 

Here’s what the campaign looks like with the header text replaced:

Final.png

What implementation tips have you found that help you work with your web/creative teams to expedite web personalization roll outs?

If you need to create a date field to track something a datetime field you will have more token options to populate the field including the following options:

 

{{system.dateTime}}

{{lead.Created At}}

{{lead.SFDC Created Date}}

{{lead.Acquisition Date}}

 

The datetime field type also keeps track of seconds. When you export the data change the format of the cell in excel to m/d/yyyy h:mm:ss

 

Pros and Cons of Using the Date vs Datetime field type:

 

Date Field

Datetime Field

Field value can’t be populated later using the Created At Date, Acquisition Date or SFDC Created Date tokens since they are Datetime fields.

Field value can be populated using the Created At, Acquisition or SFDC Created Date fields.

Easier to use in Excel then a datetime field.

More difficult to use in Excel then a date field since you may need to convert it to a date field.

Easy to use in an Analytics Lead Performance Report since records can be grouped by Week or Month.

Also easy to use in an Analytics Lead Performance Report since records can be grouped by Week or Month.

A little easier to use RCE since the time will not appear for each record.

A bit more difficult to use in RCE since the time will appear for each record.

One of the cool new features of the Winter Release was the introduction of Triggers and Filters for Web Personalization (RTP) Calls to Action and Recommendations.

 

Besides all the cool things triggers already allow you to do (e.g. send an auto-responder), this also provides a way to add web personalization scoring to your behavioral scoring campaigns.

 

What name do you use in the triggers?

  • For Clicked RTP Call to Action - use the name of the RTP Campaigns (from Campaigns page)
  • For Clicked RTP Recommendation - use the name of the Content Title (from Recommendations page)

 

RTP Triggers Example.png

 

You might even want to score based on the value of the call to action or the value of content being clicked on.

Here’s a scoring example that you can edit to meet your scoring strategy:

 

RTP Scoring Examples.png

 

This is a great way to quantify web personalization behaviors.

Happy scoring!

Brian Law

Values of a Marketo Field

Posted by Brian Law Employee Apr 17, 2016

Marketo does not restrict or validate values for fields. Field values can be controlled by the type of field you use in your form. For example: Using a dropdown/select/picklist will allow you to control the values entered into Marketo. If you import a lot of lists it is best practice to have a process to normalize picklist values before you import the list into Marketo. If desired you can also use Marketo to correct, normalize or group values. It important to understand the implications and timing of normalizing values using Marketo if a new record will immediately inserted into your CRM>

 

If you want to clear a value from a field use the Change Data Value flow step and set the new value of the field to NULL.

Here are some resources for learning about the Marketo integration with SFDC.

Did you ever have a Web Personalization (RTP) campaign you wanted to be able to present regardless of the page your web visitor is on? 

 

That’s where Any Page can be used. This is a cool Web Personalization feature that works like this: once a visitor matches the segment you've created, your campaign will be shown regardless of the page the visitor is on.  What's important to remember is that the visitor will always need to first match the segment

 

Let’s look at a specific use case:

I was recently working with a client who wanted to offer a discount to any anonymous web visitor that visited a particular product page.

 

First we setup the segment attributes to include the Known Lead attribute of Status, and the Behavior attribute of Include Pages:

 

Any Page Segment  Example.png

Then we created the campaign and selected Any Page:

 

Any Page  Example.png

 

This functionality is only available for Dialog and Widget campaigns and is a sub-choice of the Target URL functionality. 

 

Want to show the campaign on specific pages? That’s where Target URL comes in. This is found in the Set Campaign section of the and defines the specific URL or URLs that a RTP campaign will appear on. Read more about how to do that here.

 

Target URL Example.png

You can easily create custom fields in Marketo on the person/lead object. When you start using Marketo I recommend only creating a field if you need it to identify or target a record for a campaign, need it for a form, or want to personalize an email or landing page. As you become more familiar with Marketo you can add additional fields as necessary.

 

Field Creation Best Practices

  • Consider whether you need the field in Marketo only or also in your CRM.
  • Name your field so it is easy to understand the purpose of the field. Think carefully about the naming convention and whether you want to be grouped with other fields based on the name since Marketo shows fields in alphabetical order.
  • Add MKTO to end of the field name to identify that it is in Marketo only. Be careful how you name your Marketo only field if plan to merge a SFDC field into the Marketo only field. See these articles for more information: Merge a SFDC field into a Marketo only field. Merge a Marketo field into a SFDC field.
  • Try to create as few fields as possible to reduce using the incorrect field. Always ask yourself what is the purpose of the field.
  • Always enter a description when creating a field so you everyone knows why you created it.
  • Never rename a field since the API name can’t be edited. Instead, hide the field.
  • If you can’t remember what the field is for then hide it and create a new one. It is not possible for your Marketo admin to delete a field. You can add additional fields at any time.

 

Additional Resources

  • Instructions for creating a Marketo only field
  • Marketo field types
  • Changing Marketo field types
  • Exporting fields to obtain the API names

Here is a summary of the automatic mapping of the Marketo created fields with SFDC fields.

 

Marketo API Name

Marketo Friendly Label

SFDC Lead Object Standard Field

SFDC Lead Object API Name

SFDC Contact Object API Name

SFDC Account Object API Name

SFDC Field Label

Address

Address

Yes

Address

MailingAddress

 

Address (Street) or Mailing Street

AnnualRevenue

Annual Revenue

Yes

AnnualRevenue

 

AnnualRevenue

Annual Revenue

BillingCity

Billing City

 

 

 

BillingCity

Billing City

BillingCountry

Billing Country

 

 

 

BillingCountry

Billing Country

BillingPostalCode

Billing Postal Code

 

 

 

BillingPostalCode

Billing Postal Code

BillingState

Billing State

 

 

 

BillingState

Billing State

BillingStreet

Billing Address

 

 

 

BillingStreet

Billing Street

City

City

Yes

City

MailingCity

 

City or Mailing City

Company

Company Name

Yes

Company

 

Name

Account Name

Country

Country

Yes

Country

MailingCountry

 

Country or Mailing Country

Description

Person Notes

Yes

Description

 

Description

Description

Email

Email Address

Yes

Email

Email

 

Email 

FirstName

First Name

Yes

FirstName

FirstName

 

First Name

Industry

Industry

Yes

Industry

 

Industry

Industry

LastName

Last Name

Yes

LastName

 

LastName

Last Name

LeadSource

Lead Source

Yes

LeadSource

LeadSource

 

Lead Source

LeadStatus

Lead Status

Yes

Status

 

 

Lead Status

MobilePhone

Mobile Phone Number

Yes

MobilePhone

MobilePhone

 

Mobile

NumberOfEmployees

Num Employees

Yes

NumberOfEmployees

 

NumberOfEmployees

No. of Employees or Employees

Phone

Phone Number

Yes

Phone

Phone

 

Phone

PostalCode

Postal Code

Yes

PostalCode

MailingPostalCode

 

Zip/Postal Code or Mailing Zip/Postal Code

Rating

Lead Rating

Yes

Rating

 

 

Rating

Salutation

Salutation

Yes

Salutation

Salutation

 

Salutation

SICCode

SIC Code

 

 

 

SIC

SIC

Site

Site

 

 

 

Site

Site

State

State

Yes

State

MailingState

 

State or Mailing State

Title

Job Title

Yes

Title

Title

 

Title

Unsubscribed

Unsubscribed

Yes

HasOptedOutOfEmail

HasOptedOutOfEmail

 

Email Opt Out

 

Additional resources for learning about the Marketo integration with SFDC.

The person object in Marketo is the main table/database used for storing information about a record in Marketo. A field on the person object is used to store 1:1 relationship information about a record in Marketo. For example: First name will be a field on the person object since people only have one first name. Demographic fields tied to the person are typically fields on the person object. Fields on the person object can be used on a form or populated via the API or a list import. The person object can be associated to the account object, opportunity object and custom objects.

 

Marketo created fields (Person / Lead Object)

When a new Marketo instance is created a set of Marketo fields are automatically created. Many of the fields are editable including First Name, Last Name, Company, Email Address and Phone. Some fields are not editable like the Inferred fields and the Full Name field (FYI - This field is automated populated). Most of the Marketo created fields can be used to filter a Smart List.

 

You can easily export all the fields including the API Names for fields from Marketo.

Go to Admin > Field Management > Export Field Names. Instructions for exporting field names.

Marketo system managed fields (Person / Lead Object)

When a new Marketo instance is created a set of Marketo system managed fields are automatically created. Examples include Created, Updated, Original Source Type, Original Source Info, Registration Source Type, and Registration Source Info. These fields are not editable. Most of the Marketo system fields can be used to filter a Smart List. More information about the fields and the values for Original and Registration Source Type can be found in this article.

 

Please see this article for more information about the automatic mapping between the Marketo created fields and SFDC fields.

 

Marketo special fields (Person / Lead Object)

Information about SFDC related system fields/tokens that will be available in Marketo automatically when you setup the sync.

 

Here are some tips on creating Marketo custom fields.

Brian Law

SFDC Users

Posted by Brian Law Employee Apr 13, 2016

During the initial and ongoing sync Marketo will pull in all your SFDC Users.All the SFDC user fields are read only and custom fields are not usable in Marketo. If a user is owns an account or lead/contact, tokens for the owner can be used in emails:

 

SFDC Owner Related to the Company

{{company.Account Owner Email Address}}

{{company.Account Owner First Name}}

{{company.Account Owner Last Name}}

 

SFDC Owner Related to the Lead/Contact

{{lead.Lead Owner First Name}}

{{lead.Lead Owner Last Name}}

{{lead.Lead Owner Job Title}}

{{lead.Lead Owner Email Address}}

{{lead.Lead Owner Phone Number}}

Instructions for merging fields, combine a SFDC field with a Marketo only field. Please contact Marketo Support or services@marketo.com if you need assistance.

 

Scenario: You need to build campaigns or forms prior to integrating Marketo with SFDC.

 

Note: You won't be able to merge a field if the field type doesn’t match the field you are merging with. Thus, you can only merge a string field with a string field. You can't merge a date with a datetime field.

 

You won’t be able to merge a field if it is in use. The field you are merging with can be in use.

 

When you merge fields you need to determine which field you are merging with, this the Target Field. You also need to choose which value will win. Merging fields may take some time and once started it cannot be canceled. Once the merge is completed the merged field will no longer exist in Marketo.

 

After the field merge the SFDC field will be combined with the Marketo field. Be careful how you name your field since it will be the name of the field after the merge.

 

Process

Select Marketo field to be merged with the SFDC field in Field Management

  • Go to Field Actions => Merge fields
  • You will see this error if the Marketo only field is still in use

  • Target Field: Choose the SFDC field
  • If conflict, winner is: Choose the Marketo field

 

It is not possible to merge two SFDC fields together, you will get an error message.

 

Important: If you are in the process of integrating/syncing SFDC with Marketo for the first time, we highly recommend you merge the fields before you start the record sync between SFDC and Marketo. Since merging fields takes time we recommend building this task into your implementation schedule.

 

Additional resources for learning about the Marketo integration with SFDC.

One option instead of using the Auto-Assignment (Lead Assignment) rules in SFDC is to assign new records to a SFDC Queue.

 

In Marketo you won't be able to send alerts to a queue. You also won't  be able to select the Leads owned by a specific queue in a Smart List. In Marketo if the SFDC Type = Lead and the Lead Owner fields are blank, the SFDC Lead is owned by a queue but you won't be able to determine by which queue. There is no out of the box way to create a list of leads owned by a specific queue, you would need to do something like create a custom field in SFDC and copy the queue name to the field.

 

If a SFDC Contact runs through the Sync Lead to SFDC flow step, since Salesforce does not allow "Contacts" to be assigned to lead queues, Marketo will create a duplicate "Lead" in Salesforce. If you want to prevent this behavior in your campaigns, adjust your smart list to only allow Marketo only records flow through the smart campaign. Another option is to use Add Choice and prevent SFDC Contacts from flowing through the flow step.

If you use Record Types in SFDC, you can set the Record Type ID in Marketo. Set the value before using the “Sync Lead to SFDC” flow step. Insert the 18-character ID, not the name of the Record Type.

Work with your SFDC Admin to get the Record Types IDs and to determine the logic for which records should get which IDs.  Since the Record Type is a lookup field it will contain an ID instead of a name. Here is an interesting article about viewing the name.

Using the Auto-Assignment (Lead Assignment) rules in SFDC is recommended rather than creating assignment rules in Marketo.

 

Since creating assignment rules in Marketo is difficult to maintain, I recommend marketers focus on marketing rather than maintenance.

 

Lead Assignment rules only run on initial Lead creation, you can’t run them again for existing Leads. Thus, if a SFDC Lead or Contact flows through the Sync Lead to SFDC flow step and the Assign To is set to --Use Auto-Assignment Rules--, Marketo will sync any field updates but will not run the record through SFDCs assignment rules again.

 

If you need to run Assignment rules again, have your SFDC Admin create a custom trigger and flow in SFDC.

 

The SFDC Lead Assignment rules may required that specific fields be populated. Check with your SFDC Admin.

 

Here is an interesting idea about enhancing how the flow step works.

Here are some tips on using the Sync Lead to SFDC flow step to insert a Marketo only record into SFDC:

  1. All records in Marketo should have an email address.
  2. If someone will be calling the lead remember to capture the phone number before inserting the record into SFDC.
  3. Make sure your records have values for SFDC’s required fields Company & Last Name otherwise SFDC will reject the record. I recommend working with your lead follow-up team before deciding to insert new records using default values. You don't want your sales team complaining that the default value is worthless. You can set default values if you have admin privileges. Go to Admin> Salesforce> Sync Options and set a default value for the Default Lead Company. Marketo will pass this value in the sync when the company name is not otherwise provided, which will prevent the sync from breaking.
  4. Determine if there are any validation rules for new records.
  5. Learn how your SFDC assignment rules work and determine whether you need country, state, postal code, industry or any other information to properly route the record.
  6. Determine if you should assign your records using auto-assignment or set to a specific user or queue.
    • Caution: Salesforce does not allow "Contacts" to be assigned to lead queues.  In this case Marketo will create a duplicate "Lead" in Salesforce. Thus, be careful of allowing SFDC Contacts in Marketo to flow through a smart campaign using the Sync Lead to SFDC flow step and assigning the record to a queue.
  7. Determine if you should set the Lead Status to a default value like "Marketing Qualified Lead."
  8. Remember Marketo can only insert new records into SFDC as Leads, not Contacts.
  9. If you are also going to add the record to a SFDC Campaign, make sure the Sync Lead to SFDC flow step happens first.
  10. To make it easy to troubleshoot issues in the future I recommend documenting everything.
  11. Ideally it is best to test using a Marketo and SFDC sandbox. If you don't have a sandbox, at least sync up with your lead follow-up about your testing and use a naming convention so you can easily delete all the tests later.

 

When to Use the Flow Step

When I first started using Marketo I ran a lot of online events. I was generating a lot of new leads and all the important fields on my form for routing such as state, country, phone were required. I pushed the records to sales immediately in the same triggered smart campaign I used to send out the confirmation email. Today most people use a centralized campaign to insert their Marketo only records into SFDC. Using a centralized campaign is better if you are using a scoring threshold to decide whether a record should be synced to SFDC. It also makes it easier to trouble shoot issues.

 

Here are some additional resources for learning about the Marketo integration with SFDC.

Merging fields is a trick Marketo support and services can do to combine a Marketo only field with a SFDC field.

 

Example:

Marketo won’t be able to merge a field if the type doesn’t match the field you are merging with. Thus, they can only merge a string field with a string field. They won’t be able to merge a date with a datetime field.

 

They won’t be able to merge a field if it is in use.

Merging fields starts with selecting which field (Friendly name will remain).

 

When they merge fields you need to determine which field you are merging with, it is called this the Target Field. You also need to choose which value will win.

Merging fields may take some time and once started it cannot be canceled. Once the merge is completed the merged field will no longer exist in Marketo.

 

Important: If you are in the process of integrating/syncing SFDC with Marketo for the first time, I highly recommend you merge the fields before you start the record sync between SFDC and Marketo. Since merging fields takes time I recommend building this task into your implementation schedule.

 

Checklist of information to provide Marketo professional services.

  • Names of the fields to be merged.
  • Confirm the two merged fields are of the same field type
  • Confirm all the fields to be merged are not being using in any smart lists/campaigns
  • Determine which value will win for each merge

 

Additional resources for learning about the Marketo integration with SFDC.

Here are the instructions for Admins to change the type of a Marketo field.

 

You can only change the field type for custom fields. A notification will appear letting you know if you won’t be able to change a field type. Records may need to be updated if a trigger campaign fires while the CDV flow step is removed.

You won’t be able to change the field if it is in use including being used in a CDV flow step.

You can’t change a score or formula field.

The values of the field may be cleared when you change the field type. The warning message you see will vary depending on what Field Type you're changing from/to.

To preserve the data, you will want to export it and re-import it after you change the field type. You may need to change the format of the value, depending on what the date field will accept and how the value is formatted now. In order to change the field type you need to remove it from all assets currently referencing it as well, so if you have a lot it might be easier to create a new field and start using that one instead.

 

Summary of typical field type changes

 

Current Type

Change to

Allowed

Existing Data Will be Lost

String

Score

Yes

Yes

Score

String

No

N/A

String

Boolean

Yes

Yes – All new values will be false

Boolean

String

Yes

Yes

String

Integer

Yes

Yes

Integer

String

Yes

No

Integer

Score

Yes

No

Score

Integer

No

N/A

Date

Datetime

Yes

Yes

Datetime

Date

Yes

Yes

String

Email

Yes

No

Email

String

Yes

No

String

Text (Aka Text Area)

Yes

No

Text

String

Yes

No – Values may be truncated

Formula

Anything

No

N/A

 

Additional resources for learning about the Marketo integration with SFDC.

Marketo has the ability to merge a SFDC Lead with a Contact record if the Marketo user has the “Merge Leads” permission and the Marketo user profile in SFDC has the ability to covert leads, create contacts, accounts and opportunities.

 

If a Lead and Contact are merged in Marketo, the Lead will first be converted into a Contact, then merged with the other Contact. The Contact is the primary record.

I do not recommend allowing the Marketo profile to convert SFDC leads to contacts. Marketo will automatically create a new account and opportunity. Marketo cannot convert the Lead into an existing Account, because it would not know which Account to associate the converted record.

 

When you merge records in Marketo, in the case of conflicts you can choose which value to keep. If you don't want either value, you can check Custom and enter a value of your choice. Thus, you get to choose which scoring values you want or you can enter a new value.

After the Merge

The default Lead Score field and all other custom score fields are not added up since you chose the score to keep during the merge. The complete activity logs will be merged in Marketo including membership in all programs. Last Interesting Moments will be merged in Sales Insight.

 

Here is a detailed article by Grant Booth on understanding merges in Marketo.

 

Here is more information about using the Convert Lead flow step.

 

When to Use Marketo to Merge Records

I recommend only using Marketo to merge records if one of the records is in Marketo only. If two or more records are in SFDC, you should use SFDC to merge the records since all the SFDC fields might not be synced to Marketo and you won't be able to address those field conflicts.