Tracking/Logging Marketo Email Add In

[Anonymous]

We have the Marketo Sales Insights Email Add-In being utilized by some of our sales team. This morning, we got a sales email alert that directed us to a lead who was only in Marketo (not in SFDC), for an email relating to an event we sponsored and attended last week.

After some digging in the Activity log, it turned out that the original email this lead received was direct from the event hosts; the follow up / reply email from the rep that attended that event and is responsible for that region, was logged with Marketo (using the Gmail checkbox functionality).

As a result, that lead information is going in with incorrect/incomplete data - for example, her first name is listed as firstname.lastname (much like an email address); she has also been listed with an Original Source of "Sales Email".

What is the best way to ensure that this data is caught and cleaned/tidied as it's added by sales people in this manner and before it gets pushed into SFDC on the sync? We want to ensure that the contact details are accurate and also that the lead source/lead source detail are added properly.

[Justin_Cooperm2]

Hi Michelle,

This is a tough one. If the lead is not in your lead database yet, then when you send a Marketo sales email via the gmail plugin, all we have to go off is the email address the sales user typed into the "To" field. When you choose "Send with Marketo" and send the email, we will create a new lead with the source "Sales Email" because that is all we know about the person. We won't know their true first and last name because we just know what you entered in the "To" line. And the email address doesn't always correspond to the person's name so in many cases what we have isn't even their name! Someone would really need to augment the data manually in the database or direct the lead to fill out a form so that their name can be determined.

[Justin_Cooperm2]

Perhaps the best path is for you to have your rep's upload a list to Marketo that they will be emailing...the list can contain the lead's true First and Last names, as well as email addresses. This way, when sales users are sending Marketo sales emails, it will not create a new lead it will just add activity on the existing lead. You can also potentially have them use the Marketo Check-in iPad app or even a tablet with a landing page containing a Marketo form so that you can have these contacts input some basic info like First Name, Last Name, and Email address when you meet them.

[Anonymous]

Thanks for the insight Justin - it makes sense that this is a little more complicated given that we have no details about this lead prior to the sales rep selecting to log with Marketo. This email blast went out from the event host vendor directly and we had no access to the registration data. While I love that our sales rep used the Marketo email add-in, we want to make sure that it's accurate, relevant data going in.

I'll provide both of these suggestions to the team - either one is going to require a little manual work so it will be a case of picking the one that is easiest to ensure we capture as much as possible about these leads as/when they go in.

I think we might even create a campaign to pick up anything that comes in with a Sales Email source and set it to append through ReachForce (given that we have an email address that is usually going to be a company one from events). That way, as it goes into SFDC, there should be more information available as needed.