We are currently at the beginning stages of our Marketo implementation/migration and one thing I am looking to add is the On24 plug-in for campaigns. I did have a question around the plug-in that I couldn't find the answer to in the various docs I searched for.
Is it possible to hold off registration and attendee data going to Salesforce until after the event takes place? We don't want people getting added before the webinar takes place in case someone from our sales team tries to reach out to them. We want them to first either attend or not attend the webinar and then have our sales team reach out to them post-event. Wanted to see if this is possible or if there are workarounds for this type of request.
Thank you in advance!
Before I answer your question, I'll need some additional information. How are you syncing records to SFDC? Are you doing this through the SFDC Campaign Sync for your webinar program, through your Lead Lifecycle, or are you using individual "Sync to SFDC" campaign flows?
Great question, since we aren't currently using Marketo yet, I would assume we would use either the SFDC campaign sync from the webinar program. If that isn't the case, then it would come from an individual Sync to SFDC campaign flow. I do know it would go through our lead lifecycle.
Apologies for not having a more definite answer.
Thanks for the response. And, just to be clear, you're referring to the On24 integration with Marketo, yes?
Yes. We want to be able to pull registration data from On24 into Marketo and then have Marketo sync it over to Salesforce. Hope that helps. Let me know if there is any additional info I can provide.
As with many things in Marketo, there are many different ways to solve for something like this. In this case, I'm going to give you some best practices and then talk through one approach that I would recommend.
A best practice is to have mirrored databases... meaning that if a lead exists in Marketo, it exists in SFDC, and vice versa. There are some situations where this isn't ideal, but those are the exceptions, rather than the rule. So, I would not recommend segregating these records from SFDC. So, how do you ensure that your sales reps don't see them and start calling?
This is a function of both your lead lifecycle and lead scoring. In a typical sales funnel, a lead doesn't reach MQL--and therefore is passed on to sales--until it reaches a minimum lead score threshold. We usually recommend a threshold of 100 points. This means that just attending a webinar would rarely qualify a lead to be sent to sales. So, in a situation where a lead hasn't qualified, and been passed to sales, and we have mirrored databases, how do we prevent sales from seeing the leads that haven't qualified yet?
We use SFDC lead assignment rules to assign these leads to a lead queue that your sales reps can't see. They could see the leads if they performed a search for that specific lead (this is needed to prevent duplicates), but the leads won't appear in the sales reps' lead views/queues and they won't be prompted to get in touch with the leads through any activities.
This is a very general recommendation and requires some serious setup in both Marketo and SFDC. There may be elements of this recommendation that may not be ideal for your organization, but the kind of discovery we would need to conduct to really customize this recommendation for your business isn't really conducive to this medium.
If you have any questions, or would like to discuss in more detail, give me a shout at email@example.com.
Yes, you can control this sync if desired. As Drew mentioned, it requires you to think through the general lifecycle of data and then to consider the specific situations.
If you leverage Lead Scoring to push leads to sales, then you could say that Webinar Registration isn't enough to go to SFDC. But if they Attend, ok.
Marketo does not auto-sync any data to SFDC unless you ask it to.