Knowledgebase

Featured article

Included in this article Overview Data you’ll get from Email Bounces Bounce Categories Hard Bounces Soft Bounces Bounce Details Building the Directory 1. Create 6 custom fields 2. Create a Program to house everything 3. Create a Static List 4. Create two Smart Campaigns Smart Campaign One - Logging Email Bounces with Bounce Details Smart Campaign Two - Remove Leads From the List After Successful Deliveries 5. Create Custom List View Showing Bounce Details Overview Bounce activities carry details for why the email was bounced, but it’s housed within the activity log entry, not in a field on the lead record, so it’s difficult to export that data. This article will show you how to extract that information to create a directory of leads bouncing emails and how to make the list automatically update. This will also create counters for bounces and successful re-deliveries after bounces happen. Data you’ll get from Email Bounces Bounce Categories Email bounces come in different types depending on why the email was bounced; Hard Bounces or Soft Bounces. Hard Bounces Hard Bounces come in two types, Category 1 and Category 2. Category 1 bounces are emails that have been marked as spam by the recipient mail server. Many email servers monitor blacklists or spam traps, so after de-listing with them, leads that have had a Category 1 bounce previously may be able to receive emails again. Category 2 bounces occur due to an email address that is invalid or doesn’t exist. Soft Bounces Soft Bounces come in three different types, Categories 3, 4 or 9. Category 3 bounces are usually temporary, caused by full mailboxes, timeouts, or throttling. Any email with this designation has been retried for up to 24 hours (36 for AOL). Category 4 bounces are caused by technical problems, Transient Failures, Admin Failures, DNS Failures. Any email with this designation has been retried for up to 24 hours (36 for AOL). Category 9 bounces are unknown, undetermined or gibberish details. Any email with this designation has been retried for up to 24 hours (36 for AOL). Bounce Details When an email is bounced, the recipient mail server includes details of why it was bounced. These are created by the admin of the recipient mail server and vary greatly, but most will give some explanation that can give valuable information. Email Bounce Codes Building the Directory 1. Create 6 custom fields You’ll need 6 custom fields, two DateTime fields, two Score fields, and two String fields Name the DateTime fields “Bounce Date” and “Email Delivered After Bounce”. Name the Score fields “Email Bounces” and “Deliveries After Bounces” Name the String fields “Email Bounce Details” and “Email Bounce Category” Directions for creating Custom Fields can be found here: Create a Custom Field in Marketo 2. Create a Program to house everything Use a default program type and name it "Directory of Leads Bouncing Emails". Info on creating programs can be found here: Create a Program 3. Create a Static List This static list will be your actual directory that contains all of the leads that are currently bouncing emails. Name it "Active Bounce List". Info on creating a static list can be found here: Create a Static List 4. Create two Smart Campaigns These two Smart Campaigns are what will be used to add and remove leads from your active bounce list. Info on creating Smart Campaigns can be found here: Create a New Smart Campaign Smart Campaign One - Logging Email Bounces with Bounce Details Your first Smart Campaign will be used to listen for any email bounces that occur. The campaign will populate the “Bounce Date”, “Email Bounce Category” and “Email Bounce Details” fields. It will then add one point to the “Email Bounces” score field which can be used to count how many bounces have occurred per lead. Lastly, the campaign will add the lead to the static list which will be an active directory of leads who are bouncing emails. Campaign Smart List Use the two triggers of “Email Bounces” and “Email Bounces Soft” in the Smart List. Set both triggers to “is any” so that they will fire whenever any email bounces for any reason. Campaign Flow The Flow of the campaign will have 5 flow steps. The flow will use a System Token and some Trigger Tokens, which can be used to pull details out of the action that activated the trigger. In this case, the Trigger Tokens will be pulling out the details on why the emails were bounced. That info is in the bounce message and is logged in the lead's activity log. Normally you'd have to comb through the activity log one at a time to find these details for each individual lead. This method, however, will pull the details out automatically for all leads. Flow Step 1: Change Data Value Attribute: “Bounce Date” New Value: {{system.dateTime}} Flow Step 2: Change Data Value. Attribute: “Email Bounce Category” New Value: {{trigger.category}} Flow Step 3: Change Data Value Attribute: “Email Bounce Details” New Value: {{trigger.details}} Flow Step 4: Change Score Score Name: “Email Bounces” Change: +1 Flow Step 5: Add to List List Name: “Active Bounce List” Smart Campaign Two - Remove Leads From the List After Successful Deliveries Campaign Smart List The Smart List of the campaign will need a trigger for “Email is Delivered” set to “is any” and also a filter of “Member of List” looking just for leads that belong to your Static List. This way, the campaign will only apply to leads who have had an email bounce but have then had an email successfully delivered afterwards. Campaign Flow The Flow of the campaign will have 3 flow steps to do the following; log when the email was delivered, add a point to the "Deliveries After Bounce" Score Field, and remove the lead from the "Active Bounce List". Flow Step 1: Change Data Value Attribute: “Email Delivered After Bounce” New Value: {{system.dateTime}} Flow Step 2: Change Score Score Name: “Deliveries After Bounces” Change: +1 Flow Step 3: Remove from List List Name: Operational.Active Bounce List 5. Create Custom List View Showing Bounce Details The custom fields you’ve created for email bounce information won’t show automatically in the view of your list. You can create a new view of the list to show just this information so that when it is exported it will give you only the email bounce information you need. Once the list has the necessary details, it can be exported with those columns included so that you can work with it. You can identify emerging trends and issues with your deliverability by looking for common themes among the bounce details. Directions for creating Custom Views can be found here

Issue A record in Marketo failed to sync to Salesforce due to a Field Validation error. Errors may include the following: Failed: FIELD_INTEGRITY_EXCEPTION: INVALID_OR_NULL_FOR_RESTRICTED_PICKLIST: bad value for restricted pick list field. Solution The lead was unable to sync to Salesforce because the value for a specific required field was missing or did not match the rules Salesforce had for the data in the field. For example, the field in Salesforce could be a picklist and the value Marketo is trying to pass in the field is not in the picklist. Salesforce always requires a Last Name and a Company Name value for all records, so if your lead is missing data in these fields, the sync will fail. To resolve this, check Salesforce to see what the acceptable values are for the field specified in the error, and make sure the Marketo record has the necessary information. If you need further assistance with this, we recommend working with your SFDC Admin to determine why Salesforce is rejecting the record. This commonly happens when Country/State picklist is enabled on your SFDC instance. As a consequence, SFDC will reject any record with country/state value does not belong to the list and so you will have to make sure that countries are set correctly everywhere in Marketo, and especially: in forms in data management campaigns in imports For example, if you try to pass the value "New York" to Salesforce, it will not be accepted. Salesforce will only accept "NY". The error messages you're seeing are coming from Salesforce because the State fields have been standardized to only accept certain pick-list values. In order to get these records to sync with Salesforce you'll need to update them to have valid values. Contact your SFDC Admin to get the list of accepted values for that field and update the record in Marketo with the appropriate value that is accepted by SFDC. If you feel like pick list is not necessary on SFDC, you could just disable the state or country pick lists in SFDC by following the below document https://help.salesforce.com/articleView?id=admin_state_country_picklist_enable.htm&type=5 Who This Solution Applies To Customers integrated with Salesforce

Issue You are re-branding your domain and would like to know if it is possible to transfer cookies from one domain to another. Solution While there are general approaches to sharing cookies across domains, this is outside the scope of Marketo Support. Included below are some non-Marketo resources on approaches for sharing cookies https://stackoverflow.com/questions/12370495/share-a-cookie-between-two-websites https://www.codeguru.com/csharp/csharp/cs_internet/article.php/c19417/Sharing-Cookies-Across-Domains.htm. The best point of contact will be your web developer and they will be able to help you out on this regard.

Issue You have multiple domains for your landing page CNAMES and want to choose which one is used for a landing page. Solution First, you will need to make sure your secondary domains are set up with a CNAME and a domain alias. You don't choose a domain when creating the page. All pages are created under the default/original landing page domain, but they're all available from all domain aliases as well. Swapping out the default domain with the domain alias in the URL will take you to the same page. You find more detail on this here - Multiple Domains (CNAMEs) in a Single Marketo Instance

Issue You may experience this error when we create campaigns in SFDC using Marketo Campaign sync through a program. Solution The error that we are receiving indicates that the User Profile that Marketo uses to log into Salesforce doesn't have permissions inside of SFDC to create campaigns. To test this, log into Salesforce using the Marketo sync credentials and try to create an SFDC campaign. If you are unable to do so, then Marketo cannot create campaigns via the sync. You would need to work with your SFDC Admin to grant the Marketo sync user permission to create campaigns in SFDC. If still there is an error, please contact the Salesforce support team, since this error is coming from Salesforce.

Issue You already have a Marketo connected to an instance of Salesforce and want to switch to a different instance of SFDC. Solution This is not possible. Once you have connected your Marketo instance to an instance of SFDC, that connection cannot be changed. If you want to connect Marketo to a different instance of SFDC, you would need to contact your Customer Success Manager to have a new Marketo instance provisioned.

Issue An update made in the CRM is taking longer than expected to sync to Marketo via the usual sync cycle. You need to avoid this for some of the data being passed between the two systems. Solution Some delay in the sync is expected. It all depends on the current sync status, as well as how much data is being synced. One possible workaround would be to use API calls to push data into Marketo immediately. To make API calls into Marketo, you'll need to do the following Create an API Only User Role Create an API Only User Create a Custom Service for Use with ReST API From there, you will be able to create API calls from your CRM and access API endpoints with this user to make updates in Marketo. This method can also be used to sync data between Marketo and unsupported or custom CRMs. Note: You will need to work with a developer to create the API calls. Marketo Support are not trained as developers, so if you need assistance creating your API calls, you will need to work with Marketo Professional Services instead.

When a Salesforce-specific flow step runs, sometimes extra steps are performed automatically. Here are the rules, so you know: These rules will apply when the lead is not currently in Salesforce.com as a contact or lead. Marketo Flow step Automatic Action Add to SFDC Campaign Sync Lead to SFDC Change Status in SFDC Campaign Sync Lead to SFDC Add to SFDC Campaign Change Owner Sync Lead to SFDC Convert Lead Sync Lead to SFDC Create Task Sync Lead to SFDC You can filter out SFDC records in a Smart List using the SFDC Type Filter with the operator set to "is not empty". All SFDC records have a value in this field.

When using Marketo it is not a requirement to set up DNS text records for SPF and DKIM. However, Marketo recommends setting up SPF and DKIM because it improves the deliverability of your mailings. Configuring and implementing one or both of these records is a way to verify that the server sending your mail is authorized to do so. If a recipient domain is configured to check for SPF and/or DKIM and those DNS records are available and your mail passes the SPF/DKIM check, it further reinforces its good reputation. Not implementing SPF/DKIM records does not add to or subtract from its reputation, it’s just not there. Please note, not all domains check for SPF/DKIM and if this is the case, again, the presence of these records does not add or subtract from your mail’s deliverability. There is no negative effect to setting up these records, and it can improve your deliverability. It is for these reasons that Marketo recommends setting up these DNS records and configuring their use in your instance of Marketo. For more information on how to set up and configure SPF/DKIM, please read our KB article here.

Issue Leads are members of a Marketo Program that is synced with a SFDC campaign, but there are some leads that have not synced to SFDC. Solution 1.) First check to see if this was caused by a Salesforce Sync Error. This can be checked in the Admin area under Admin > Salesforce > Sync Errors. Additionally, errors will appear under Notifications, check for the subject 'Salesforce Sync Error: Unable to Add Leads to Campaigns'. This will list the details of the SFDC Error and a list of sample leads along with the Salesforce campaign that they failed to sync to Example error: INSUFFICIENT_ACCESS_ON_CROSS_REFERENCE_ENTITY: insufficient access rights on cross-reference id Sample Leads: Salesforce Campaign lead1@mail.com Campaign name lead2@mail.com Campaign name 2.) This can also be caused by mismatched statuses between the Marketo Program and the SFDC Campaign. If the status doesn't exist on both sides, leads with the problem status can fail to sync. 3.) This can also be caused by a backlog for the program/campaign sync. Check with Marketo Support to see if a backlog is present. Who This Solution Applies To Customers using Marketo with Salesforce integrated

Issue: You have a Salesforce lead field that is not currently in Marketo but you want to have in it Marketo for use. Solution: Login to Salesforce as a System Administrator user. Identify the Salesforce profile that is being used by the Marketo sync user by clicking on Setup -> Manage Users -> Users Once you have identified the Salesforce profile being used by the Marketo sync user, you will need to make the Salesforce field visible to the Salesforce profile of the Marketo sync user. You do this via "Field-Level Security" setting for the field in Salesforce. In Salesforce: Click on Your name at the top right of the screen -> Setup -> App Setup -> Customize -> Click the Salesforce object the field is under. i.e. Leads, Contacts, Accounts, Opportunities -> Fields Click on the Field Label hyperlink Click on the "Set Field-Level security" button -> check the "Visible" checkbox next to the Salesforce profile that is being used by the Marketo sync user. Only the "Visible" checkbox must be checked. The "Read Only" checkbox must be checked. In the following screenshot below, notice the different checkbox options for the "Backup User" Salesforce field. However, only 1 option combination will work correctly - i.e. the option with only the "Visible" checkbox checked. Some standard Salesforce fields even though you have correctly followed the instructions above, simply do not sync to Marketo. One example of this is the "Rating" field on the Account object.

Included in this article Overview Use Sync User Login Check Field Level Security Overview If you've ever had trouble getting a field or field value to sync between Salesforce and Marketo, the most common problem is that the Salesforce sync user doesn't have permissions to access that field. Since different users have different permissions to access fields based on their roles, not every field or record is visible to every user. However, there can be cases when a user needs access to fields which are not accessible. For example, if a program needs to be tested but the field is not accessible, or the user may have been simply missed from the permissions. In such cases, you can check whether the sync user can see that field. Use Sync User Login To find if your sync user has permissions to access the field, check the Salesforce integration ID. Navigate to Admin > Salesforce and check the Credentials. This will give you the login ID. Your Salesforce Admin should have the password for that login ID. Next, log into your CRM using those SFDC sync user credentials. Navigate to the lead/contact record. Check to see if the field shows on the lead record. If the field is not visible, that means that your sync user does not have permissions enable to access that field. Check Field Level Security If the field isn't visible, we need to check the Field Level Security for the fields. This is where the fields will be listed with checkboxes indicating whether the field is to be accessible or not. 1. Go to Setup. 2. Navigate to your Profile. 3. Go to the section “Field Permissions.” Here you’ll be able to see the fields and their corresponding permissions. Restricted permissions could be a reason why the SFDC sync user cannot see a field or record. Therefore, you may need to make changes here to allow permissions to view it.

Marketo calls to the Salesforce API During a single sync session, Marketo makes 25 API calls to check if your Salesforce objects need updating. Because your Salesforce sync happens in 5 minute intervals (default setting), each day Marketo makes 7200 API calls to your account to see if any updates are needed. If there are updates, more API calls are used to sync the information. Leads, Contacts, Accounts, Opportunities, Campaigns, and Activities are synced in batches of 200 per API call. If you use a Sync Lead to SFDC or Add to Campaign flow step in trigger campaigns, each one uses at least one API call per lead; the API call happens when the lead hits that flow step (instead of waiting for the next sync). Batch campaigns can send up to 200 leads to Salesforce with 1 API call for these flow steps. Any activities you've synced from Marketo to Salesforce (like "Filled Out Form" or "Opened Email") use an extra API call per event. You can use these to estimate the number of API calls Marketo makes per day. For example, if you have 1,000 Lead and Contact updates a day and 100 Account, Opportunity, and Campaign updates, you'll use: 7200 (check for updates) + (1000 Lead updates / 200 per API call) + (1000 Contact updates / 200 per API call) + (100 Account updates / 200 per API call) + (100 Opportunity updates / 200 per API call) + (100 Campaign updates / 200 per API call) + 7200 + 5 + 5 + 1 + 1 + 1 = 7213 API calls When you first sync your Salesforce account to Marketo, you'll use significantly more API calls until Marketo is up to date with your Salesforce instance. After that, you can expect the API calls to be much lower unless you make large updates to your leads (in Marketo or Salesforce) API Calls and your Salesforce edition Salesforce determines your API call limit based on the edition and licenses you have. This document from Salesforce has information on how they calculate that limit. For many Salesforce users, particularly Enterprise Edition users, the number of API calls made by Marketo is usually not a problem. If you're using a more limited edition of Salesforce or don't have many Salesforce licenses, you may hit the daily limit on your API calls. In that case, please contact Marketo Support and ask us to decrease your sync interval. At a 30 minute sync interval, Marketo uses around 1000 API calls per day, well under the limit for nearly every Salesforce edition. To see your API limit (per 24 hour period) and your current usage (for past 24 hours) in SFDC, navigate to: Setup -> Administration Setup -> Company Profile -> Company Information Look for the field called "API Requests, Last 24 Hours", which will display API usage for the past 24-hour period as well as your current 24-hour limit (in parenthesis). Order of Events during SFDC Sync Marketo will sync your SFDC and Marketo objects in the following order: Lead: synch schema Account: synch schema Contact: synch schema User: synch schema Task: synch schema Opportunity: synch schema Opportunity Contact Role: synch schema Campaign: synch schema Campaign Member: synch schema Campaign Member Status: synch schema Lead: pull conversions Account: pull deletes Account: pull updates User: pull updates Lead Queue: pull updates Lead Status: pull updates Account Type: pull updates Lead: pull deletes Contact: pull deletes Lead: pull updates Contact: pull updates Lead: push updates Contact: push updates Campaign: pull deletes Campaign Member: pull deletes Campaign Member Status: pull deletes Campaign: pull updates Campaign Member: pull updates Campaign Member Status: pull updates Opportunity: pull deletes Opportunity Contact Role: pull deletes Opportunity: pull updates Opportunity Contact Role: pull updates Event: pull updates Task: pull updates Email Template: push new Email Template: push updates Task: push new Task: push updates

Marketo has the ability to see and pull data from Salesforce Formula fields, there is however a catch which will be explained in this article. Everytime the Marketo Sync connects to Salesforce, it will scan records and look at the "SytemModStamp" (salesforce system field) for each one of them. It will compare this value with the stored value, which was pulled at the last scheduled sync. If the values match, Marketo will move on to the next record. If the values are different (new value later date than previous value), then Marketo will do a compare and contrast of all fields on that record in both systems and update the information as needed. When a normal non-formula field is updated and changed on a Lead/Contact record in SFDC, the SytemModStamp value is updated. This is how on next sync Marketo knows to do a compare/contrast check and pull updates. Formula fields do not behave the same way. A formula field is calculated based on data in fields called upon in the formula; this means that the formula field calculation itself will not update the SytemModStamp in Salesforce. Chances are you already have existing records in SFDC and Marketo. If you were to create a formula field today in your instance of SFDC and have it sync down into Marketo, the data calculated for the formula field in SFDC will not come into Marketo right away. The reason for this is, the formula field has created data based on already existing data, this does not result in a SytemModStamp change. Typically formula fields will be a calculation of data from fields which are somehow related to the lead/contact record. This means that moving forward, any change in the normal field, will result in a SytemModStamp change as well as a recalculation of the formula field. In this case, Marketo will see the updated SytemModStamp due to the normal field change. Marketo will do the compare/contrast excercise and find that the formula field also needs updating. If you create a formula field in SFDC and would like to have all the historical data for the formula field to come into Marketo, you can force an update on the records in SFDC to update the SytemModStamp. This way, on next sync, Marketo will see the formula data and pull it in. Alternatively, you can simply allow for natural SytemModStamp updates in SFDC to occur which should result in a slow trickle of historical data from SFDC into Marketo for the newly created formula field. You can only use data from a formula field in Marketo to segment data and filter. If you try to do a change data value, Marketo will accept the change, tries to sync it to Salesforce and fails to update there. Eventually the Salesforce calculated value will come back into Marketo.

The fields and records that will sync from Salesforce are defined by the permissions of the Marketo sync user. Therefore, if you want to prevent specific records or fields from syncing with Marketo, change the permissions of the sync user so they do not have access to the records and fields you do want to sync. Alternatively, you can work with Marketo Support to set up a Custom Sync Filter that will prevent records from syncing based on the value in a specified field. Restricting Leads from Syncing to SFDC With Sync Filters

Issue Users for your Marketo instance are unable to log into the instance. Solution Check your landing page URLs and email links. If these are also unavailable, your Marketo instance may have been shut off. Marketo Support can confirm whether your instance has been deactivated, but are not able to reactivate it. In this situation, please contact your Marketo Account Representative to discuss the status of the instance and regaining access.

Issue Issue in delivering Marketo Email (especially for mimecast users). Email get bounced with Error: 550 Rejected by header based Anti-Spoofing policy Solution This error can happen if: You have not properly white listed the Marketo IPs You have an issue with DKIM/SPF set up and configuration Please whitelist the set of Marketo IPs found in the doc below and make sure SPF and DKIM are set up correctly for your email domain https://experienceleague.adobe.com/docs/marketo/using/getting-started-with-marketo/setup/configure-protocols-for-marketo.html?lang=en#step-allowlist-marketo-ips

Issue You need to mass update Salesforce records to get them to sync into Marketo. Solution Use the Salesforce provided Data Loader! This is a tool Salesforce provides for such occasions. Here's an article from Salesforce with more information. For any questions regarding this tool, please seek your Salesforce Admin or Salesforce Support as they will be the best resource to answer those questions! https://developer.salesforce.com/tools/data-loader

Question: Is it possible to assign a lead owner during a list import? Answer: No. The reason for this is because lead ownership is a Salesforce functionality and should be first done from within Salesforce. If you are not able to do the assignment in Salesforce, here is one option that is available to you within Marketo: 1) Upload your leads into Marketo's Lead Database without lead owner information. i.e. your import CSV will not have any lead owner column in it. More information on importing leads can be found here: Import a List of Leads from a Spreadsheet into Marketo (Import List). 2) Once the list import is successfully completed and your leads are in Marketo, you can use the "Sync Person to SFDC" flow action to assign lead ownership. More information on the "Sync Person to SFDC" flow action at Sync Person to SFDC.

Issue Why does the record in Marketo do not have an Opportunity when its matching synced Contact in Salesforce has an Opportunity? Solution The Opportunity of the Contact in Salesforce does not have an Opportunity Contact role. "Marketo associates Opportunities and contacts using Opportunity Contact Roles. Opportunities without any Contact Roles assigned will sync to Marketo, but won't belong to anyone. For example, the person won't qualify the Has Opportunity filter." SFDC Sync - Opportunity Sync If the Contact in Salesforce has an Opportunity Contact Role, reach out to Marketo Support to check if there is a sync backlog. Who This Solution Applies To Customers who has Salesforce integrated to Marketo

Knowledgebase

Maintaining a Directory of Leads Bouncing Emails

SalesForce Custom Object Not Visible in SalesForce Objects Sync

Record Failed to Sync to Salesforce with a Field Validation Error

Transferring/Sharing Cookies Between Domains

Using Multiple Landing Page Domains for Your Landing Pages

SFDC Campaign Sync Error - Failed: CANNOT_INSERT_UPDATE_ACTIVATE_ENTITY: entity type cannot be inserted: Campaign

Switching the Marketo Sync to a New Salesforce Instance

Syncing Between CRM and Marketo Outside of the Sync Cycle

Implied Salesforce Actions

What Are the Possible Effects of Not Setting Up SPF/DKIM Records?

Leads Not Syncing from Marketo Program to SFDC Campaign

How to make a Salesforce field available in Marketo

How to check if an SFDC sync user can see a field

How Marketo Uses the Salesforce API

How Does Marketo See and Pull Data from Salesforce Formula Fields?

How Do I Block Certain Leads/Contacts in Salesforce from Synching into Marketo?

Unable to Access Marketo Instance

550 Rejected by Header Based Anti-spoofing Policy

Mass Update Salesforce Records

Is It Possible to Assign a Lead Owner during a List Import?

Contact has Opportunity in Salesforce but not in Marketo