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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 Your Salesforce sync cycle is taking longer than usual. How long is too long? Solution By default, Marketo starts each Salesforce sync cycle five minutes after the previous cycle completes. Each sync cycle may take a couple of minutes or a couple of hours, depending on how much data needs to be written across. If you notice your sync cycles seem to be taking longer than usual, here are some things to check. Have you done a large update recently? This can create a backlog that can take time to work through. Have you added new fields to any of your synced Salesforce objects? The more fields on the object, the more data needs to be written across, extending the sync cycle. If you would like to streamline your Salesforce sync, do an audit in Salesforce of fields visible to the Marketo Sync User. If there are any fields that are not used in Marketo, remove visibility to them so Marketo does not waste time syncing them.

My Salesforce activities are not showing up in Marketo and when I go to the Admin section I see the following sync error: soqlBatchQuery failed - INVALID_FIELD: CreatedDate, Description, Id, IsAllDayEvent, IsDeleted, OwnerId ^ ERROR at Row:1:Column:70 No such column 'IsAllDayEvent' on entity 'Event'. If you are attempting to use a custom field, be sure to append the '__c' after the custom field name. Please reference your WSDL or the describe call for the appropriate names. This is due to lack of permissions for the Marketo Sync User on the Salesforce side. Please have your Salesforce Administrator log into your instance of Salesforce and carry out the following steps: Log into Salesforce with Admin rights Click on your name drop-down and click on Setup In the left hand column, under App Setup, click on Customize Then click on Activities and then Event Fields Click on the All Day Event Field Label then "Set Field-Level Security" Here make sure to check the box under the Visible column for the Profile that the Marketo Sync User is associated to Click Save Once the above changes have been made on next sync we will begin pulling your Salesforce activities and once the next sync is over, the error message in the Marketo Admin section should go away.

Issue What is the typical sync interval timing? Is there a timing difference between updates and inserts? If the change originates in SFDC vs MKTO? Solution By default the sync interval in Marketo is set to 5 minutes. This can be set to be greater than 5 minutes on request. Now this doesn't mean that Marketo will sync updates every 5 minutes, it means that there will be approximately a 5 minute wait after one sync cycle finishes and and the next sync cycle begins. The duration that an individual sync cycle will take depends on how many records for each object need to be updated/created. Remember flow actions in smart campaigns are immediate, so if you ever don't want to wait for the background sync for a specific lead or set of leads then you could always run an intimidate flow action, just bear in mind that flow actions use 1 API call per lead record whereas the background sync is much more efficient and can handle 200 records with just one API call.

Issue Does applying a permission set to the Marketo Sync User in Salesforce suffice for limiting the number of fields to sync from Salesforce to Marketo? or will the profile need to be updated directly? Solution In order to limit the visibility of fields for the Marketo Sync User in Salesforce, the profile will need to be directly edited (example: Add an Existing Salesforce Field to the Marketo Sync - Marketo Docs - Product Documentation) Root Cause Since the profile has access to a field, the Marketo Sync User will still have access to the field even though a permission set applied to the profile does not have access to the same field. Environment Salesforce Sync Marketo Sync User Permission Set SFDC

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.

If you have Salesforce for Twitter installed, you can use its fields to trigger campaigns in Marketo. One great use for this is to target campaigns at users of social media applications. Install the app: First, you need to install the Salesforce for Twitter AppExchange package -- it's free! It takes some effort to install, so make sure you follow the instructions carefully [pdf]. As part of the installation, the package adds a new field to your account called "Twitter Username." When you create or associate a lead with Twitter via the app, the Twitter Username is updated. Follow the instructions with the Salesforce for Twitter app to learn how to do that. Once you've gone through the steps of setting up your leads' and contacts' Twitter usernames, any new tweets they make will be added to a Twitter Conversation. Syncing the Twitter Conversations: Now you'll need to sync the Twitter Conversations object for your leads and contacts. Back in Marketo, go to the Salesforce page in the Admin section and open the Sync Object tab. Click the Refresh Schema button to reload your custom Salesforce objects. After your schema reloads, click the Twitter Conversation object under Lead on the right. Click on it's name in the center of the screen and rename it to Twitter Conversation (L). Click Save when you're done. Now click Enable Sync in the menu bar. A dialog will appear asking you to temporarily disable your Salesforce sync. Click Disable Global Sync. We'll re-enable this when finished. In the next dialog, click Enable Sync to start syncing this object into Marketo. Next, click on the Edit Visible Fields button. In the dialog that appears, find the sf4twitter__Content__c field and check the Trigger box for that row. When you're done, click Save. Repeat the process for your Contact objects, renaming the object to Twitter Conversation (C)and enabling the sf4twitter__Content__c field in your trigger, as you did for the Lead version above. When you're finished, go to the Salesforce tab and click Enable Sync. Scoring tweets In the Marketing Activites tab, create a new Smart Campaign to score your tweets. In the Smart List, trigger on Added to Twitter Conversation (L) and add a constraint Content contains [your company name]. Do the same for Added to Twitter Conversation (C) In the flow, you can take any action you'd like, such as sending an alert or creating an interesting moment. In this example, we'll give the lead +5 points to their lead score: In the schedule tab, set the campaign to run every time. When you're done, activate the campaign From now on, any tweet from a lead or contact containing your company name will be scored.

Issue Why does the record in Marketo have an Opportunity when its matching synced Contact in Salesforce does not have an Opportunity? Solution The Contact in Salesforce has an Opportunity Contact Role associated with an Opportunity that belongs to other Contacts. Since "Marketo associates Opportunities and contacts using Opportunity Contact Roles.", Marketo syncs down the Opportunity for the record has it has an Opportunity Contact Role associated with it.https://experienceleague.adobe.com/docs/marketo/using/product-docs/crm-sync/salesforce-sync/sfdc-sync-details/sfdc-sync-opportunity-sync.html?lang=en If the Opportunity is needed to be removed from the record in Marketo, then: The Opportunity will first need to be deleted in SFDC. The visibility of the role value that is not the primary owner of the Opportunities will need to be removed from the Marketo Sync User. Re-create the Opportunity so that it can be associated to the primary owner. Who This Solution Applies To Customers who has Salesforce integrated to Marketo

This is working as expected. The Parent Company Name field gets its value set from a different process and not via the SFDC Synch. SFDC and Marketo Engage both have a Parent Account ID field in the Account Object (Company Object in Marketo). If there is a parent account ID in that field, then the value of that field is automatically populated via a reference to the other Account Record. Since Company in Marketo is mapped to Name (SFDC Account) whenever that value is updated it will be reflected in Marketo. Example: Account ID 1 has a Parent Account ID of 2. They both have records in the same Account table. If the Name is changed of the Parent Account it is automatically reflected in any child accounts as the Parent Account Name is just a reference.

Issue If a record which is in a Marketo Campaign Wait Step and is merged into another record, does the winner of the merge continue through the flow? Solution Winner of the merge will continue through the Campaign flow and complete the remaining steps. To prevent this behavior, remove the record from Campaign using the 'Remove From Flow' step. Environment Records merged in Marketo Records merged in SFDC

Issue You have two SFDC picklist fields mapped to one Marketo field but it isn't showing all picklist values for both SFDC fields. Solution When two SFDC picklist fields are mapped to one field in Marketo, the only values that will show in Marketo will be the values that exist in both picklists. Review the picklist values in Salesforce and add any missing values to the picklists so that they match exactly. This could happen in situations where the field in Marketo is mapped to a SFDC picklist field on leads as well as a SFDC field on contact/account.

Issue A lot of people suddenly synced from Salesforce to Marketo. They have been in SFDC for a long time, so you're wondering why they suddenly synced. Solution People sync from Salesforce for a number of reasons. If they aren't new leads, then they probably met some criteria that caused them to be visible to the Marketo Sync User and sync down. One thing to keep in mind is that if the visibility rules change, Marketo won't actually see those people until a field that Marketo can see changes. Marketo looks at the "sysmodtime" stamp on a record. This indicates the last time a record was modified. If the record was changed since the last time the sync ran, then Marketo updates the record on the Marketo and SFDC side with the newest information. There have been cases where the visibility rules changed, but the new records that Marketo could see weren't updated for a considerable period of time. (This could be as long as years.) However, if something eventually changed and updated the sysmodtime, these leads would all sync to Marketo. The change can be anything, but if it's a large number of people, it's frequently a change on the Account object, which then filters down to the Contacts and Leads. If you're still unsure why a large number of people have synced to Marketo, the first thing to look at is what information changed, since Marketo only syncs people when they are updated with new information.

Issue When there is a change to a field in your CRM that is mapped to a Marketo score type field, the next time the sync processes the change will be reverted and there will be a "Sync Person Updates" activity logged showing that the original value got pushed back from Marketo to the CRM. Solution Score type fields are designed to be managed solely by Marketo, since that is a unique field type to our system. Scoring is intended to be handled by the scoring campaigns that you set up in Marketo, and pushed to the CRM if necessary. If you have a score field that you intend to put processes in place where your CRM will be updating the values, simply make sure that the Marketo field that it is mapped to is an Integer type field.

Issue Sometimes you may get this error when trying to sync a Marketo Program to an SFDC Campaign - "Not allowed: Salesforce campaign contains incompatible statuses", even though the statuses match in the Marketo program and SFDC campaign. Solution Check for the statuses in the Marketo program channel and SFDC campaign - you will see the same statuses. This error occurs if there is any case-sensitive error in the statuses. For example, if your Marketo program has the following statuses: Attended, Registered, Unable to Attend and the SFDC campaign has Attended, Registered, Unable to attend. Then you will encounter the above error. You have to change the status in Marketo as "Unable to attend" or change the status in SFDC Campaign as "Unable to Attend" in order to fix this.

Say you want to keep specific Salesforce fields or records from syncing into Marketo. You can use Salesforce Profiles to restrict access to that data. In short, Marketo will only sync fields and records that are visible to the sync account in Salesforce. If you don't want records or fields brought into Marketo, use the record- and field-level permissions to prevent the sync account from seeing them. A few notes before you begin... Depending on your version of Salesforce, you may not be able to change these settings. For example, field-level security is available only in Enterprise and Unlimited editions. This will require you to make changes in Salesforce on the account you use to sync with Marketo. If this account is also used by anyone else, these changes will impact that person's view in Salesforce too. You need administrator access in Salesforce to make these changes. If you hide a field in Salesforce that has already been synced to Marketo, it will still display in the Marketo user interface until you hide it with the Field Management tool. Even though you'll still see the field in Marketo, changes to that field will not get pushed to Salesforce.

Question: How do I add a link to my lead/contact's Salesforce detail page when sending an alert from Marketo? Answer: If the lead or contact is in both Marketo and Salesforce at the time when the alert email is sent, then the link to the Salesforce detail page will be automatically appended to the alert email sent by Marketo. Note You will need to use the "Send Alert Info" token within your Alert email while designing your email in the Design Studio of Marketo. This is a article attached image Below is what the generated alert looks like once it is sent from Marketo (note the link to the Salesforce detail page is automatically inserted): This is a article attached image Note if the lead or contact is not in Salesforce then there is no link to the Salesforce detail page: This is a article attached image

Knowledgebase

Maintaining a Directory of Leads Bouncing Emails

Salesforce Sync Cycles Taking Longer than Usual

Marketo Program/Salesforce Campaign Status Mismatch

Salesforce Activities Not Synching to Marketo and Show a Sync Error

SFDC Sync Intervals

Limit Salesforce fields synced to Marketo

Contact Showing Opportunity Role But No Opportunity

Can You Sync Multiple Marketo Programs to a Single Salesforce Campaign?

Syncing Between CRM and Marketo Outside of the Sync Cycle

Scoring Tweets in Marketo with "Salesforce for Twitter"

Record has Opportunity in Marketo but not in Salesforce

How do I find the number of daily Salesforce API calls my company has?

Parent Company Name display SFDC data when not mapped

What Happens to Merged Leads in Campaign Wait Steps?

Two SFDC Picklist Fields Mapped to One Marketo Field Aren’t Showing All Picklist Values in Marketo

Large Influx of Records Syncing From SFDC to Marketo

Changes to Score Type Fields Made in the CRM Get Reverted by Marketo

Member Status Incompatibility When They Appear to Match in Marketo Program and SFDC Campaign

Email server used when sending Tout Emails from Salesforce

Keep SFDC Fields or Records Out of Marketo

How Do I Add a Link to My Lead/Contact’s Salesforce Detail Page When Sending an Alert from Marketo?