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Marketo Whisperer: Implementation Tips

67 Posts authored by: Brian Law Employee

Marketo Program Setup for a Zapier/Marketo/Eventbrite Integration along with a few tips.

 

Eventbrite Event Setup

  • Create an event in Eventbrite
  • Note the Eventbrite Event ID
    • You can find the ID in the URL
    • The ID will be used to setup your Marketo smart campaign

 

Marketo Program Setup

Create a Marketo program template and use it for future events.

  • Program Type: Event
  • Channel: Live Event

Tips:

  • When you clone the Marketo program template it might be wise to change the name of the Marketo Program so it matches the EventBrite program name
  • Use a naming convention starting with YYYY-MM-DD
  • Append the name of the Marketo Program with the Eventbrite Event ID
  • The setup below doesn't require creating a static list and you don't have to add registrants or attendees to a static list for the integration to work.

 

Create a Smart Campaign for Attendee - Checked in

  • This smart campaign will change the Marketo program status of a person who checks in for an event to “Live Event > Attended”
  • Add the Eventbrite Event ID to the trigger below
  • Also add "- Attended" to the trigger below, this is super important. Remember you will need to have to Zaps in Zapier. One for people who register for an Eventbrite event and another for when they check-in.
  • No other triggers are required for this smart campaign as long as no new records are created when a person checks in.

 

 

Create a Smart Campaign for Registered

  • This smart campaign will change the Marketo program status of a person who registers for an event to “Live Event > Registered”
  • Add the Eventbrite Event ID to the trigger below
  • Also add "- Registered" to the trigger below, this is super important. Remember you will need to have to Zaps in Zapier. One for people who register for an Eventbrite event and another for when they check-in.

  • Activate Smart Campaign
  • That’s it, Marketo set-up is complete.

 

Check Everything

  • Check that both Marketo smart campaigns have the correct Event ID and one is for Attendees and the other for Registrations
  • Check that both Marketo smart campaigns are active
  • Check that both Zaps are being triggered by the correct event. One Zap should be setup for Attendees and the other for Registrations
  • Test everything
    • Register for an Eventbrite event

      • Use a test format email address
      • Example testrecord01@test.com
      • Check the Marketo program members tab to see if the record status is registered
    • Change the Attendee status in Eventbrite to Checked-in
      • Check the Marketo program members tab to see if the record status is attended

That's it.

Steps I used to create a Zap in Zapier for a Marketo / Eventbrite integration along with a few tips.

 

Eventbrite Event Setup

Before you create your first Zap you should create your event in Eventbrite.

 

Create a Zap Triggered Based on a Person Registering for a Specific Event

The following are instructions for a creating a new Zap which will be triggered when a person registers for a specific event.

 

Click make a Zap

Choose a trigger app, select Eventbrite

Choose a trigger

 

Choose account

  • Your Eventbrite account should automatically appear if you already setup the integration.
  • Click Connect an Account if necessary
  • Click Test

Set up Options

  • Choose Organization
  • Select Live for Event Status
  • Choose a specific event or leave blank. In this case, choose a specific event.
    • Super Important: You must setup your Eventbrite event before you get to this step
    • When you choose a specific event, you will need to always create a new Zap for each new event.
    • If you leave it blank, then it will trigger for all events for your organization

  • It is highly recommended to have a naming convention to ensure you are choosing the correct event

 

Pick A Sample To Set Up Your Zap

 

Setup Action

Select Marketo Action

  • Choose Create or Update Lead

Choose account

  • The account should automatically appear if you already setup the integration.
    • Click Connect an Account if necessary

Set up Marketo Lead

  • Setup the field mapping between Marketo and Zapier
  • Remember to create any necessary new Marketo custom fields which you have in Eventbrite before you get to this step
  • Field names in Zapier from Eventbrite show up as Profile [field name]
  • Examples
    • You will see sample values based on your sample record

  • It’s important to make sure Eventbrite ID is mapped

  • Super Important: Add the word - Registered or Attended
    • A cool feature of Zapier is that you can append values in fields
    • By adding the word Registered or Attended you can create your Zap first without creating a Marketo program or smart campaign

Yeah, I accidentally named the field Event ID in my Marketo test instance. It would be better if the field was called Eventbrite ID, oh well.

  • Send Test Lead to Marketo
    • You can skip the test

Name your Zap

Next activate your Zap

You are done with setting up Zapier!

 

Part III will cover setting up a Marketo program and smart campaign to set program status to registered or attended. Thanks!

Here are the steps I used to setup an integration using Zapier between Marketo and Eventbrite along with a few tips.

 

BTW, thanks to Megan Truett for her instructions.

 

Marketo Eventbrite ID Field Setup

You only need to setup the following in Marketo once. This step is super important.

  • Create a Marketo custom field called:
    • Field Name: Eventbrite ID
    • API Name: EventbriteID
  • The field will be used to identify which Eventbrite event a person/record registered for

 

Note: If a person registers for multiple events the Eventbrite ID will change each time.

 

Here is an article about what happens when people get more than one "ticket" for an event in Eventbrite. https://nation.marketo.com/message/164974-tip-eventbrite-zapier-registrations

 

Marketo Additional Fields

If there are other fields you have in Eventbrite which aren't in Marketo it is a good time to think about creating them. Remember that unless you have Blocked Field Updates set in Marketo a new value will overwrite an existing one in Marketo.

 

Marketo Integration with Zapier

You only need to setup the integration once.

  • Follow these instructions to create a Zapier API Role and User in Marketo and obtain the Client ID and Client Secret for the integration. You will also need your Munchkin ID.
  • Login to Zapier
  • Form Dashboard go to Connected Accounts
  • Search for Marketo

 

Eventbrite Integration with Zapier

You only need to setup the integration once.

  • Login to Zapier
  • Form Dashboard go to Connected Accounts
  • Search for EventBrite

Part II will cover setting up a Zap in Zapier. Thanks!

During an integration with SFDC there are some fields from SFDC which will automatically appear in Marketo which aren't part of the SFDC object visibility rules. (Check out this article for a list of fields). Two of the fields (Email Bounced Date and Email Bounced Reason) which will sync into Marketo are used in SFDC to track whether the email address is valid. These two fields are not connected or integrated with the Marketo Email Invalid and Email Invalid Cause fields. You can use smart campaigns and tokens to set these two fields. Remember to set up data management campaigns to reset the fields if the email address changes.

 

SFDC Field

Description

Available in Marketo as a Filter in a Smart List

Marketo Token

Email Bounced Date

Date record bounced in SFDC

Yes

{{lead.Email Bounced Date}}

Email Bounced Reason

Reason record bounced in SFDC

Yes

{{lead.Email Bounced Reason}}

 

Marketo Field

Description

Available in Marketo as a Filter in a Smart List

Marketo Token

Email Invalid

Marketo recognizes the email address is invalid

Yes

N/A

Email Invalid Cause

Cause of the email being invalid

Yes

{{lead.Email Invalid Cause}}

 

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

Brian Law

Landing Page Report Tricks

Posted by Brian Law Employee May 2, 2016

The landing page performance report in the analytics area of Marketo is helpful for reporting on the following information:

  • Marketo landing page name
  • Total Views
  • Conversions
  • Conversion rate
  • New names
  • First/Last Activity

 

Example

 

Some of the things the report doesn't include are Page URL, Template, Editing Mode and Program. This information can be found in the Design Studio area of Marketo. When you click on Landing Pages you will only see the Page Name, Approved, Mobile Enabled, Templates, Editing Mode and Program. However, when you export the information you will also be able to see the Page URL, Views and Conversions.

Example

Export Example

 

By the way, you can use the view to approve landing pages in bulk.

Here are some tips on using the Change Owner flow step when you are integrated to SFDC:

  • A record must be synced to SFDC
  • Leads can be changed to Users or Queues
  • Contacts can be changed to Users
  • Contacts cannot be owned by a Lead Queue. If you assign a Contact to a Queue, nothing will happen.
  • The change owner flow step will only change the lead/contact owner.  It isn't configured to change account owners.

 

If you use the Sync Lead to SFDC flow step and choose the auto assignment rule, if the lead is already in sync and assigned to an owner it should stay the same. The lead owner will not change. You need to use the Change Owner flow step to assign the record to a different owner.

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

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.

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.

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

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.