No code integrations when native connectors are not available or not getting the job done.

1. Solving Marketo Integration Challenges
April 6, 2017
Connecting Marketo to More:
No code integrations when native connectors are
not available or not getting the job done

2. Hi! I’m Zak.
Solving Marketo Integration Challenges
Connecting Marketo to More:
No code integrations when native connectors are
not available or not getting the job done

3. Agenda
•Introductions
•Solving Marketo Integration Challenges
– How to connect Marketo to any CRM
– What a Marketo-Pipedrive connection has done for Alphalyr
– Marketo-Eventbrite connection - what’s possible?
– Updates on Marketo’s API policies & optimizing your Marketo sync
•Discussion / Q&A

4. Today’s Speakers
Zak Pines
VP, Marketing
Clemence Fredenucci
Digital Marketing Manager

5. Connect Marketo to any CRM
Clemence
Fredenucci

6. Alphalyr - Background
• Using Pipedrive for CRM
• Added Marketo to drive marketing programs
• Systems not connected. Lots of challenges
– Marketing contacting leads already engaged with sales, with top
of funnel messages
– Sales leads entered in Pipedrive not part of Marketo database
– Spreadsheets back and forth (manual, error prone)
– No closed loop reporting

7. Connect Marketo & Pipedrive
• Marketing driven project: no IT or integrators required
• Leverage Bedrock Data’s pre-built connectors to map
– leads/contacts
– accounts/organizations
– opportunities/deals
• Multi-directional sync
– leads added to either system
– add/update to the other system
• Interface to manage changes
– new fields, new rules for when to sync (triggers)

8. Sales & Marketing Impact at Alphalyr
• Sales & Marketing much more aligned
• Working from consistent data between systems
• Marketing now can segment based on latest sales status
• Marketing now can build trigger nurture campaigns
• No more spreadsheet uploads
• Closed loop between the two teams

9. Connect Marketo to any CRM
• Automated Lead Delivery:
bi-directional
• Sales Visibility: key fields, activities
including interesting moments
• Target CRM Database: via Marketo
• Connect Opportunity Data: back
to Marketo for use in RCA reporting

10. How The Integration Works
CONTACTS/LEADS
ACCOUNTS/
COMPANIES
OPPORTUNITIES
MQLs (once qualified)
Lead created by sales
Populated in Marketo
(used in Smartlists)
Populated in Marketo
(Used for RCA reporting &
Smartlists)

11. Top Three Tips
Ensure process takes
into account sales will
enter leads too
Get key Marketo
intelligence to sales –
in the interface they
are used to!
Sync opportunity data
back to Marketo

12. +
Connecting 3rd Party Systems to Marketo Programs

13. Bedrock Data’s
Marketo-Eventbrite Connector
• Automatically feed Eventbrite
registrant data into Marketo
• Create new leads if don’t exist,
or update existing
• Feed Marketo programs &
update program statuses
(registered, cancelled, etc.)
• No more spreadsheet uploads!

14. Marketo Registrant Smartlist From Eventbrite

15. How It Works
1. Sync Eventbrite registrants to Marketo: de-duplicate
on email address
2. Map your Marketo programs to Eventbrite events
3. Map your Marketo program statuses to Eventbrite
activities

16. Bedrock Data Mappings

17. What You Can Do
1. Use Marketo for event reminder & follow-up emails
2. Tailor your communications based on who the person
is - customer, opportunity, new prospect, partner, etc.
3. Use Marketo to report on events
4. Leverage Marketo programs to templatize your events,
which will save you time
5. Create standard templates for emails, registration
pages & follow up streams & use program tokens for
customizable information

18. Relevant, Automated Communication Using Marketo

19. Save Time & Reduce Errors For Each New Event Setup

20. How It Works

21. Keys to Marketo Sync Performance

22. Updates on Marketo API Policies
• Marketo has updated the # of Daily API Calls per customer from
10,000 to 50,000
• Other API throttling required to be compliant - that Bedrock Data
adheres to
– Maximum of 100 requests per 20 seconds
– Maximum 10 concurrent requests
• Bedrock Data batch reads 100 records per API call to create speed
efficiencies

23. Marketo Sync Performance Tips
• Only Sync fields between systems that you require in the connecting system
– For Visibility or Reporting
• Example: Predictive Lead Score used to push leads into a Marketo program, don’t
need to sync that field to your CRM

24. Which Integration Interests You?
•Marketo + a third party CRM
•Marketo + Eventbrite
•Marketo + another event system
•Improving Marketo sync performance
•None are applicable

25. Questions?

26. ● Use Cases
● Connectors
● Marketo Integration eBook
● Marketo Power User Series
BedrockData.com/Marketo

27. Thank you!
Zak
zak@bedrockdata.com
@MoneyballMktr
Clemence