SMS is a no-brainer channel for any Marketo marketer, whether you're B2C or B2B. According to Forbes, SMS has:
In this 2-part article we cover every way you can use SMS as a channel in Marketo, from basic one-way SMS to hacking 2-way using forms to full enterprise-level SMS solutions.
Firstly, you'll need to understand some basic technical terminology:
Marketo has no default SMS gateway, so you'll need to to find one and create an account for it. To help you, we'll recommend some compatible gateways later in this article.
One-way SMS is supported out-of-the-box in Marketo using Webhooks.A webhooks is a simple way for Marketo to connect to an external system, in this case your SMS Gateway.
Limitations of Webhook SMS in Marketo
Sending an SMS in Marketo is done by creating and using a webhook. This requires some technical knowledge and Marketo admin access.
Step 1: Go to Admin->Webhooks
Step 2: Click 'New Webhook'
Step 3: Name & Configure your webhook
Sample Webhook Configuration (Twilio)
Firstly, you would need to create a free Twilio account to get your account id and authentication token. Webhook Settings:
For full step-by-step Twilio tutorial see this great video by Peter Obradovic:
These are the gateways we've used and recommend for basic one-way SMS in Marketo:
Keep in mind, you can use any SMS gateway as long as it has a HTTP API but they vary vastly in coverage, price, reliability & ability to handle high volume. Also, each SMS gateway will have different regional capabilities (which is dependent on relationships with carriers in different countries), and this is critical for not getting blocked by the carriers in that country.
There are several ways to do 2-way SMS in Marketo. Since most use webhooks for outbound SMS, we will concentrate on how to enable inbound SMS, i.e. how to receive and process SMS sent to us by leads.There are 4 ways to do this:
Hopefully, you now have a better understanding of what your options are for SMS in Marketo. Stay tuned for part 2 of this series, where we cover in detail the four ways to do 2-way SMS in Marketo.
PS. Have you used any SMS gateways for Marketo you would recommend? Let me know and I'll add it to this article.
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