Ronen Wasserman

Use accumulating fields to improve your marketing automation efforts

Discussion created by Ronen Wasserman on Aug 12, 2018
Latest reply on Aug 14, 2018 by Amy Goldfine

In this article, I would like to present a problem I have encountered several times in the past few years. The problem involves storing information within Marketo fields (or any other marketing automation platform).

The Issue

We need to store data in a field and sync it with Salesforce. The data in the field is updated all the time from different sources. The historical information is valuable and needs to be visible both in Marketo and Salesforce.

For example, a "comment" field, which is used in a Marketo form (so the lead can write his comments) as well as in Salesforce (for the salesperson to write his comments); in this case, anytime someone updates the field, the old value is being overwritten, and all the previous data is lost.

Another note for this example: if you use the same field for your internal information and to collect information from a form, make sure is not marked as pre-filled in the form setup (It can cause a little bit of embarrassment if the lead will see what you wrote about him…).

The solution

  1. Create a custom field in Salesforce and make sure it syncs with Marketo. Name it as "historical" (in our example: "historical_comments").
  2. Create the following logic:
  • If the historical field is empty – copy the data from a temp comments field into it.
  • If the historical field is not empty - add the data from the temp comments field to the historical field.
  • In both cases delete the data from the temp comments field.

3. Pay attention to the following:

  • Use tokens in order to copy the data, you can use the system date and time token to monitor the changes.
  • The text area field in Marketo can contain up to 32K characters, be aware that even that it’s a lot of space, it can reach that limit someday.

Here are a couple of screenshots to make the process clear:

 

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Use accumulating fields to improve your marketing automation efforts - Responsive  Marketing

 

We are here for any questions,

Ronen Wasserman

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