3. What Do I Need to Think About?
Are Marketo and SFDC set up to
capture the right information?
Are fields properly synced
between the two tools?
Are actionable flows set up in
Marketo to auto update SFDC-
i.e. Campaign Member Status,
field value(s), Email Opt Out,
etc.
Did I test everything that
requires testing?
4. Set Up Checklist
Item Action
1 Define the Campaign- audience call-to-action, desired
results, timeframe, etc.
2 SFDC Setup- Setup a Campaign in SFDC
3 Web Setup- Setup landing page(s) including content/fields
4 List Pull- SmartList, upload, report from SFDC? Data Quality!
5 Marketo Setup- Initial Setup of the Campaign in Marketo
6 Check SFDC Fields- Check across Leads, Contacts,
Campaigns, Accounts, Optys- add/edit where necessary
7 Review Setup- Check the Marketo – SFDC mapping,
Marketo flows
8 TEST!!!! Use Return Path!
9 Communicate- Discuss/train sales about how to get to the
data, timeframes, and performance expectations.
5. 1- Define the Campaign
Campaign Type: Email, then phone Call
Target Audience: Prospective & existing customers
Industry= High Tech
Segment= Security
Titles= contain IT, Systems…
Geography= US
Call to Action: Drive webinar registration
Follow Up: Sales will call in 1-2 days post email
Schedule: Send Tues., calls Weds. & Thurs.
Lead Scoring: Click= 20; Register= 80; Opt Out= -20
Post Event: Thank you email with whitepaper
6. 2- SFDC Set Up
Set up a Campaign- define member statuses, use the
same campaign name as you do in Marketo!
Do you have all the “right” fields?
Have you set up List Views on Leads & Contacts for this
specific campaign?
Have you addressed assignment rules?
Will there be an open activity assigned for all of these
leads?
Have you defined the reports?
Do you have a dashboard for management?
Do you have a child campaign for those who attend for a
post-webinar follow up?
Does Sales need training to do this properly?
7. 3- Web Setup
Be sure to optimize your landing page(s). Shoot
for Simple, clean, visually appealing with:
√ Directions on how to fill out √ Event duration
the form- BIG SUBMIT √ Dates and start times-
button- keep it above the
remember to think about
fold!
√ Event information
time zones!
√ Event value/content √ Consider page layouts for
√ Presenter info mobile devices
8. 4- List Pull
Use Marketo’s SmartList to pull versus SFDC as it will allow
you to pull from both Contacts and Leads! With SFDC that
ends up being two different reports/views to accomplish
the same thing!
Make sure to check the list for
duplicates/inconsistencies!!!! Open up the file in Excel and
review, save it, download and edit then reload into Marketo
even.
9. 5- Marketo Setup
Setup the Marketo Campaign using a consistent
naming schema including a date is helpful!- i.e.-
High Tech Webinar 08-11-2011
Do you want to auto-add activities in SFDC along
with email notifications to the lead owners? You
can use SFDC workflows to do this as well, which
allows you to pre-populate the subject field to
keep activity reporting clean.
Make sure to update member statuses in SFDC
automatically based such as opt out, clicked,
registered, no action, post-show as well-
attended, no show.
10. 6- Check SFDC
It is common that
mapping from one
“object to another in
SFDC ”- i.e. lead to
opty or lead to opty
AND contact- is non-
existent. Many times
people do not know
how to setup fields to
map across more than
one object either. Use
hidden fields and
workflow rules for this.
11. 7- Review the Setup
Check to make sure you have:
◦ Member statuses updating based on actions
◦ Check Marketo to ensure the fields are mapped
to SFDC
◦ Data is clean in the lists
◦ You have the email opt out message set up
properly in Marketo
◦ Your flows in Marketo make sense
12. 8- TEST
Set up a few test contacts
and leads in SFDC
Pull these into a test list in
Marketo
Test the campaign and
review the results in both
Marketo and SFDC- leads,
contacts, & campaigns!
Utilize Return Path!
Test out 3 or more times, not
just once!
Remember to expunge test
records in SFDC.
13. 9- Communicate
Never assume everyone
knows what to do.
Train sales on how to use SFDC and Marketo
SalesInsight (if you are utilizing this and
templates) to follow up.
Give links to views, reports, the campaign to
sales!
Post-mortem- get feedback and look for
opportunities to improve!