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Marketo Whisperer: Implementation Tips

64 Posts authored by: Brian Law Employee

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 out and list imports. It’s easy to sync new fields at a later time, but much harder to remove/hide synced fields that you really 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 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 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.
  • 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.

 

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.

 

I will be updating this post frequently as I gather additional information. Thanks!

 

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.

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.

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.