When and How NOT To Sync Marketo Leads with Salesforce?

We are familiar with scenarios for when and how to sync Marketo leads with Salesforce. Now, we examine when to not sync leads to SFDC. Yes, there are reasons why companies need to stop Marketo from syncing leads with Salesforce. One major reason is that the sales team should only be transferred qualified leads, so they need to make sure not to sync those non-sales ready leads. After all the sales team doesn’t appreciate being handed unqualified leads. Therefore, all Marketo users, whether small businesses or big enterprises, need to create processes to define scenarios when Marketo leads should not be synced with SFDC in order to make sure that the sales team is getting the right leads.

Why not to sync Marketo leads with Salesforce?

Set MQL lead score

Marketers need to ensure that they limit lead accessibility to those contacts when those contacts have reached certain stage of the buying journey and adequate engagement. One way of controlling lead accessibility in Salesforce is to set the parameter for certain lead score and if a lead has not reached the score threshold then it cannot be synced with SFDC. It’s a best practice for marketing teams to use lead scoring to help identify sales ready leads and to determine the unique sync process for their business.

Manage lead visibility timing

Another way of controlling lead accessibility is to regulate visibility timing on Salesforce. So, how to choose the best time to sync Marketo leads with Salesforce? One way to determine this is to apply controls in Marketo in ways which will prevent leads from getting synced with Salesforce unless those contacts meet specific conditioning. Thus, controlling leads in Marketo will ensure that leads passed to the CRM ready to get converted. Users creating such Marketo programs need to take consideration of various factors in mind.

Controlling membership sync

A powerful feature of Marketo is the Marketo Program-to-Campaign sync which works bi-directionally between Salesforce and Marketo. It can be useful in managing program membership in Salesforce including campaign views, triggers, reporting and many others. When a lead enters Marketo Program synced with a respective SFDC Campaign, a contact is created in SFDC by the Marketo program. Now, in order to limit that person back in Marketo, users need to write code to control this native program membership sync feature of Marketo. But this process can be erroneous. That’s why users must be careful about the name of that specific SFDC campaign while mapping Marketo program.

Control visibility from SFDC lead fields

Another smart technique to hold Marketo leads from being synced with SFDC and prevent visibility in SFDC is to filter on an SFDC lead field. Users can make use of lead field viz., named “lead status” to limit reports and views of leads which are marked with a sales ready status. Another approach is to make use of Salesforce record types to hold visibility and workflows of leads that are not to be shared with sales team.

Quarantine leads

Another effective method of holding leads from SFDC lead views is to separate those leads. To isolate non-sales ready leads from access, users need to create two SFDC lead queues and quarantine one lead queue which they want to keep from being viewed by sales team. We recommend setting up two SFDC lead queues that are called ‘Marketing’ and ‘Prospect’. While the ‘Marketing’ lead queue is to for grouping leads that have not garnered any engagement and lead score might be below the threshold for sales readiness. The ‘Prospect’ queue will contain the leads that have got some engagement, however, some may or may not reached the threshold of MQL score to become sales ready yet.

Now that the two lead queues are built, users need to add an automation trigger such as, SFDC APEX trigger which will call rules of lead assignment. The SFDC APEX trigger will be active as and when leads in ‘Marketing’ or ‘Prospect’ queue will achieve MQL score threshold. Once users changes the lead score value on Marketo, which will indicate the lead has become an MQL, then the value will be updated on SFDC and SFDC APEX trigger will be active, once synced. Besides updating MQL value, users can also opt for lead lifecycle stage that works as a custom field in Salesforce – trigger activation will call that SFDC lead assignment rules which was reassigned by the user.

Do you find these Marketo lead sync and hold with SFDC campaign useful in improving sales funnel with better quality, sales-ready leads? However, you do not need to be apprehensive about if your Marketo leads are getting out of sync; you can always leverage the native program sync option n Marketo to keep Marketo programs synced with SFDC campaign membership. Do you need further clarification or assistance to implement lead sync or improve your lead sync?

You can simply pick your phone and talk to our Marketo experts directly by calling at (408) 502 6765 or simply email us your queries or concerns at services@ShowMeLeads.com or our social channels Twitter, Facebook, and LinkedIn.

5 Best Practices All Marketing Automation Administrators Should Follow

Novice marketing automation users feel overwhelmed with plenty of features and tools of Marketo available at their fingertips to automate their entire marketing process. However, most of them start marketing automation without adequate preparation on how to deal in stream of changes that occur and needed to make the most of the marketing process on Marketo platform.

Hence, we have mapped the 5 best practices for new marketing automation administrators to help them manage and make the most the automation platforms after marketing automation implementation took place successfully.

Step 1: first of all, consider your marketing Data

Data is the cornerstone of the functioning of CRM system and marketing automation platform on which your marketing process is built upon. That’s why it is imperative to pay heed to the insights which these platforms, programs and processes are based upon. In addition, maintaining good data health and periodical data quality report in every month is a good practice to identify progress, gaps and scope of improvements in your marketing process. Marketers must also make sure they have set of rules for maintaining data for their data management team and practice those rules rigorously.

Step 2: Alignment between teams is a key

Although the name implies, marketing automation needs a close-knit collaboration of diverse teams involved in generating leads, managing customer relations and conversations, and converting leads – that’s why these automation platforms include multiple functionalities from marketing to sales to coordinate and collect data from different teams. Marketers can collect input from sales reps as well as they need buy-in from reps and other teams handling customers. Companies beginning with their marketing automation process, migration or implementation, need to touch base with the key player from each department and take account of and incorporate their experience while planning for the system.

Step 3: Create Visualization of your marketing process

As a marketer, one needs to create the visuals of the entire marketing plan of the process for other team members to comprehend what marketers have in mind. Moreover, marketers also need a complete diagram of plans and activities planned to remind them when they themselves might forget any step of actions and the rationales behind some actions. That’s why a detailed diagram or a visual board is a must to communicate with and presenting a clear picture before all the departments involved in the automation process. Create a process chart to discuss all the marketing actions and scopes of improvements – this will also bring marketers faster approvals from leadership teams. Make sure you have meticulously incorporated everything from statuses of current processes, desired marketing goals and objectives, a viable plan to attain the goal and detailed mapping of workflows of all departments and teams. If you want to make use of marketing automation as a medium of change, then a thorough planning of all the goals, touchpoints, actions and metrics must be planned well in advance and mapped scrupulously.

So, start working on creating your marketing whiteboard exercise before you jump into the actions with all the steps to success planned at your fingertip.

Step 4: Be well-aware of the automation systems

Marketing automation administrators must be well-aware of the automation and CRM platforms they are working with. However, that’s not enough. Marketers must be informed and knowledgeable about the marketing automation platform you are using whether Marketo or any other. The marketing automation administrator needs to know the automation system and instances from inside out. In addition, marketing automation admins should also be well-acquainted deeply with the CRM which is synced to the marketing automation platform and how it functions, impacts the corporate websites, blogs, landing pages and your products or services so that administrators can train other people and teams on how to articulate and explain the solutions intended to sell to the targeted accounts or market. Even though all the products, solutions or services cannot be implemented on the marketing automation platform or CRM platform, the administrator and the teams must be well-versed about those to connect with the customers and prospects.

Step 5: marketing automation administrators must play the role of teachers and custodians

That’s right and the role of the marketing automation administrator will also be as critical as those of server-side or database administrator or a CRM administrator. They will also take up all the key responsibilities of the automation system similar to what a CRM or database administrator engage in their roles. They will need to become the guardian of the functional marketing automation system as well as they need to monitor the system on regular basis. They should also play the role of a efficient gatekeeper to protect and control the access other marketers, sales reps, customer relation team players or other people involved in the marketing automation process. While allowing fellow or reps of other departments to the process, administrator also needs to be their teacher and guardian as to train them to enable them to start working on the platform as well as be attentive of their activities, progress and flaws by closely watching over their use of the system.

Admins also need to ensure they nurture and enhance their skills, how they can get more efficient with the system and perform their bits on the system well without causing any errors or issues to the platform or the process. They also take up critical responsibilities in maintaining seamless workflows and managing data points. All the changes that are made to the marketing automation system need to be monitored, recorded, and communicated with other staffs, teams and departments, clients and people who need to be reported of all those changes.

Do you find these tips on how to prep up for the role of marketing automation administrators useful? What are the best practices do you follow in your organization to get the automation started under the supervision of a marketing automation admin? We are keen to learn and share your tips with the world – drop your words of wisdom in the comments section below.  Or else, do you need professional assistance to set up, migrate or implement marketing automation or need to set up training sessions for administrators in your organization, just pick your phone now and type in “(408) 502 6765” to talk to our friendly Marketo specialists. And yes, you can also find us and chat with us via social channel Facebook, Twitter, and LinkedIn – let’s catch up soon.

Marketing or Sales – How to Evaluate & Ascertain Who Gets the Credit for Your ROI

Marketing automation platforms are designed to build, nurture, monitor and score leads from the CRM system synced to the automation platform. That’s how these platforms enable marketers to track and score their leads to measure marketing interactions occurred for pushing those to the sales pipeline. However, sales and marketing teams need to be perfectly aligned in order to accurately assign leads as sales opportunities. That’s where marketers can take advantage of such automation platforms to associate leads to sales opportunities in their CRM platform. Marketo automation software features a prominent module called ‘Revenue Cycle Analytics’ which comes handy for this – marketers can use ‘Attribution Settings’ dialog box to place the pipeline. And within the span of 24 hours, as stated in the dialog box, changes in pipeline get affected as instructed through the dialog box.  In this case, marketers have three options when the sales team is not aligned and is not able to use the process. Marketers can make choices between –

  1. The default choice or ‘Explicit: only contacts with roles’
  2. Implicit: all contacts regardless of role’.
  3. Or choose ‘Hybrid: Contacts with roles if available. If none available, use all contacts in account’

Now the question is – what these choices mean for your program and how to make the right selection – here we have decoded these three choices.

‘Explicit: only contacts with roles’

This option is selected by default in the Marketo attribution settings and it is also recommended by the marketing automation platform. With this option selected, the marketing automation software will focus specifically on those contacts that are synced with the sales opportunity which was either generated or closed. In addition, it also assigns the value of sales opportunities those leads that have a vital role in creation of the sales opportunity.

While choosing this option, you need to remember that your marketing and sales teams must be coordinated to work closely so that the association of the opportunity with the contacts need to be enforced and the leads that are associated with must be assigned a role.

‘Implicit: all contacts regardless of role’

This implicit option is more a workaround choice in Marketo wherein the platform will focus on all the contacts listed under account. This list of contacts also comprises of those contacts having a role assigned, regardless of the fact that the sales opportunity got generated or closed.

The Implicit setting will dilute the values of marketing interactions. Marketo considers different marketing activities which contacts have engaged and interacted with as well as programs that obtained the name of contacts, programs that attained success. Based on these data points, Marketo attributes value to the opportunities created while contacts interacted with initiatives.

‘Hybrid: Contacts with roles if available. If none available, use all contacts in account’

This is another workaround attribution setting in Marketo that enables the platform to limit to those contacts that are associated with the sales opportunity. It also checks whether any other contact id is also associated with the opportunity. If no other contacts are associated with the opportunity, then the marketing automation software will include all the contacts within the particular account.

In this case, marketers need to remember that this setting can mitigate the value of marketing activities performed on those contacts and trigger inconsistent attribution to those contacts.

Attributing opportunities to contacts is one of the most crucial step of the Marketo RCE setup. And many marketers face a hard time in attributing account contacts to sales using the right kind of attribution settings. That’s why we recommend marketers to undergo thorough training on Marketo with emphasis on attribution, sales and managing users and changes before they start using attribution settings. If you need to make a selection in the short term, we recommend opting for the ‘Explicit: only contacts with roles’ setting to extend credits to marketers for the sales opportunity so that all contacts of an account will be considered for sales pipeline opportunities.

Do you need to set up Marketo training sessions in your organizations to improve efficiency of marketers and sales reps handling the software or in case you need professional Marketo assistance for implementing, optimizing or migrating Marketo, then get in touch with our Marketo Certified Experts at (408) 502 6765 or simply join us on Facebook, Twitter, and LinkedIn.

7 Failsafe Strategies for Seamless Marketing Automation Migration

First thing first – have you taken the calculated decision to take the plunge from your existing marketing automation suite? Then, here are some more pointers you need to add to that checklist and consider to strategize seamless marketing automation migration.

Migrating your marketing campaigns including the entire marketing database, intelligence and assets may seem daunting; however, the switch to a new platform becomes inevitable for many reasons. Cost effectiveness, better integration, modification or addition of marketing goals, plans or channels are major deciding factors in determining the switch and selection of the platform. Here we have compiled 10 points that will guide you to foolproof strategies to keep your migration process aligned to your business goals and in smooth transition.

1. Ask questions to evaluate vendors

You have already performed thorough research, calculations and considerations before deciding upon marketing automation platform. So, here is the next step – start talking and asking questions to marketing automation platform vendors to tally the features offered that align with your goals, campaign necessities, and other requirements. Here we have rounded up 12 questions to ask software vendors to help you in your decision making. Make sure to ask them all the same questions to get a detailed comparative view of shortlisted automation platforms.

 
1)   How is the CRM integration – does it support data flow both ways?
2)   Does it support additional tech integration?
3)   How does data transfer take place to and from the marketing automation system
4)   How does the reporting module work? Does it support custom reports export?
5)   How does the software measure campaign performance and success?
6)   What will be the benefits from migrating to this new system from our old platform?
7)   What will be the costs of migration and total use of the automation platform?
8)   How is the technical and customer support of this marketing automation platform?
9)   How do you add new users and assign roles and permission – how is the ease of use of it?
10)   How time consuming is it to set up and migrate to the new automation platform?
11)  Is the platform capable of managing complete buying journey – or does it only records lifecycles of leads and prospects?
12) Can your automation system offer support for mobile marketing efforts?

2.  Keep your business processes updated

 

The span of time spent in marketing automation migration is a good window of opportunity to assess your current marketing initiatives and practices and ponder upon the scope of improvement of your marketing efforts and processes. We recommend that our clients perform a thorough audit of their marketing processes to evaluate what is working and what needs fine tuning and improvements    before the migration process commences. Also, focus on the sales processes, leads lifecycle, pitches, messages, frequency, channels, and other methodologies to standardize best practices. 

3.  Start with migrating the data and insights  

Organizations that are using CRMs like Salesforce are recommended to begin migrating with the CRM data first and foremost to prevent any unforeseen risks of losses in opportunity or revenue generation. Another reason why transition of data to the CRM is favored as it also aid in preserving the valuable insights gathered on contacts, leads, client accounts, marketing campaigns, opportunities created and other intelligence. One of the best methods is to record and import these data points straight to the new marketing automation system and Salesforce CRM. And one approach that companies should avoid while migrating data is to import contact records first into the CRM or the marketing automation system as campaign and revenue data related to those people will not be added. For example, if a company has six renewal opportunities and three won deals which total the value of  $400,000, then, the company could lose that intelligence by performing a straight import and ruin the opportunities for sales professionals who are who is handling tho9se opportunities. Here is a list of items businesses should import one by one while marketing automation migration:

  • Accounts
  • Contacts
  • Leads
  • Products
  • Campaigns
  • Pricebooks
  • Contracts
  • Cases
  • Opportunities
  • Solutions

 

4.  Get ready for extra efforts during merging

Communicating and engaging with people and customers through multiple marketing automation platforms can be dreadful, but such extra efforts are necessary to maintain the engagement rates during migration process. Instead of hurrying the migration and merging process to limit communication process from a single platform, companies move and import data and all components carefully and continue communicating with the prospects and customers throughout the process, from multiple platforms and keep them engaged. Companies should adopt a short-term engagement plan which will take in multiple marketing automation platforms and the CRM in the interim of the migration and adhere to it to prevent risking loss of communication, engagement and potential opportunities in the meanwhile. For example, companies emailing to contacts after the acquisition using two, existing and new automation platforms have to incur additional and often hefty, amount of works, time and costs to consistently shift unsubscribe data from existing to new software. But, this consistency will also ensure marketers that unsubscribed contacts are suppressed from receiving messages again from new systems. At the same times, companies can maintain engagement and relationship with potential prospects and avoid losing opportunities.

5.  Perform comprehensive data audits

One of the biggest parts of marketing automation migration is managing diverse data points. Data produces intelligence that are crucial in every marketing activity and strategy from email communications, customer and prospect engagement, report generation, dashboard, creation and managing opportunities, and other aspects of the business. That’s why it is important to get your data straight and in order before you start with migration process and during the migration.

Here we recommend evaluating data health of your organization by asking these following questions -

  • What steps or actions have you taken to keep your data clean before migration?  You do not want to bring bad data to the new platform. The format of first name should accept values such as “GYKLSWA”, “abc@hgtres.com.” and country values should be consistent such as “USA” or “US”
  • Do you need to move any field – have you mapped those fields during migration? Do you want to map similar fields during merging systems such as, “LeadSource” or “Lead Source”?
  • Do your data points require normalization?  Are your industry field values consistent within two marketing automation systems?
  • Have you considered screening and cleaning duplicate values? Can you ensure that the new data set will merge with correct data points on the new platform?
  • Are the data and records on the Salesforce assigned to the right sales reps?
  • Does your database contain correct unsubscribe and subscription data?
  • Are records in your database syncing seamlessly between the CRM and the marketing automation platform before or during migration?
  • Are all the assets including landing pages, email, forms are able to gather data consistently?

 

6. Consider performance related implications

When your company is dealing with large data points during migration, the marketing performance is likely to get affected a bit. Marketers should ponder and reconsider the impact on both the automation system and marketing efforts during the migration. Organizations deciding marketing strategies on real-time sales data, email messages, need to plan these processes being slowed down. Companies need to adopt plans and set milestones during migration process to alleviate potential performance disruption, manage massive amount of data processing, monitor and track progresses of these milestones during the weekend.

7. Deal with existing marketing intelligence

After your organization has planned to migrate all the data points to a new marketing automation platform, marketers should pay close attention to the marketing intelligence. All your historic marketing intelligence contains valuable insights including website visits, bounce rates, campaign interactions, unsubscribe, link clicks, replies, and other marketing engagement – every company phasing through migration processes needs to keep track of these historic intelligence that are contained in the CRM system. For example, your company has multiple different Google PPC campaigns running in existing system. You can bundle those in a single Google PPC campaign and treat older assets for historic tracking or you may also consider keeping multiple campaigns by backfilling membership to the members’ original engagement. Both the methods have their merits and demerits which you need to consider before you partake during the marketing automation migration.

In addition to these, marketers and companies should get prepared for a multitude of issues: delays in workflow and unwarranted workflow and performance challenges. With that in mind, prep your team well in advance with the guide, solutions, knowledge base and training that will help you curtail probable and unforeseen hiccups, data loss or performance hindrances to perform seamless marketing automation migration.

How to Create Compelling Apology Emails That Saves from ‘Oops” Email Marketing Mistakes?

The “err is to human” applies to email marketers as much as to anyone else. However, every error lends itself to learning valuable lessons and the possibility of making amends, too and sometimes strengthening the relationship beyond what it would have been if the error had not been made).

One of these “instant fixes” is to offer apology emails to your recipients before the proverbial milk has been spilled over your email assets. However, not all types of email mistakes are severe enough to be braced with a heartfelt apology. Then, when and which kinds of email mistakes need apology emails? How do you craft the most effective apology email that will remedy your accidental errors and save your sender’s reputation? Here is how – keep calm and scroll down!

Apology mails must be a calculated step… not impulsive

If your subscribers are annoyed with the first email error, sending another email back to back could worsen the situation. Instead of sending an instant apology email impulsively, ask yourself these questions to evaluate when you should send an apology mail –

  • Do you think readers will be upset without an apology email?

  • Was the mistake or the misrepresentation of data bad enough to impact bounce rates of your email campaign?

  • Is there a risk of getting your email reported as spam?

If your response to these questions is a “yes”, then you need to consider what kind of email mistake it was and to write an apology mail to remedy the exact pain point.

Accidental typos

Typos are inevitable, and especially difficult when it stands out prominently in your email. Even worse, such shoddy email mistakes could be highlighted by your readers as they would feel tempted to catch it. So, an apology email admitting the typo before they point it out can help you retain your dignity. Moreover, this act of transparency and sincere explanation to acknowledge the mistake on your part will reinforce your customers’ credibility in your brand.

Wrong or invalid offers

Did you just make an offer to your subscribers that they cannot opt for? If you have just sent an offer to a wrong segment of audience or sent out an offer which has already expired can trigger feeling of exasperation – the more lucrative the offer it is, the more irritated your readers can be. In such situations, a heartfelt apology with must be set in motion immediately to deal with the disappointment to prevent further piling up of distrust.

Humor gone awry

If your hilarious email has just hit the wrong note, you can still save your email marketing campaign with an email that makes an admission of guilt. Hence, when you are too tempted to place a humorous email or play prank on your readers during April Fool’s Day or Halloween, take caution while writing your emails so that your campaigns do not stir up panic.

Jokes may take an unpleasant turn to become offensive, to be seen in bad taste, or something to cause anxiety – these email mistakes should inevitably be followed with an earnest email to quiet the confusion. Make sure the apology email will answer all the questions and anxieties which may probably cloud your readers’ minds. Better still, invest a lot of caution and evaluate your email copy beforehand to avoid the commotion caused by your humor.

Misrepresentation of data or incomplete data

Catching every small data error could be too much of a task to keep up with – possibly causing errors that could be daunting and prone to slip ups. In case you have inadvertently skipped any detail which can end up sending the wrong information for your subscribers, you need to be ready with an apology email. Marketers need to take immediate actions to fill the void and share required data by creating an apology email.

If possible, write this email with more personal touches that will make your readers empathize with you and as clear as possible to not to leave any stones unturned. Personal emails will not make your subscribers feel that they got blasted with another email after an erroneous one and you may also go an extra length to add some frills to the offers to compensate the inconvenience caused – chances are your customers would remember the special offer or the privilege while the mistake would fade from their memory.

How about some killer design tips to make the most of your apology email?

  1. The first rule of writing a creating an apology is to be clear, specific and concise about the email goof up and the correction. Be up front and take ownership of the email mistake you made to ensure all your subscribers’ confusions are addressed and clarified and why they received another email. In order to avoid the confusion,

  1. Use the word “CORRECTION” in the subject line so that your recipients will know what the email is about and want to click to open to know the details.

  2. Make sure you begin the email copy with an “APOLOGY” stated at the top of the email is opened to make your earnest apology known and set the message clear.

 

  1. You can make good use of humility and humor to lighten the severity of the situation or the uproar caused by the email mistake. At the same time, you can include emotion in your voice to make the apology sound more human, expressive and personal.

  2. In addition to the expression, you should focus on the solution you can offer to compensate the inconvenience and dissolve your email recipients’ anxiety. Write a simple, short and sweet apology and correction. It will enable you to elaborate the offer you make in exchange, enable your subscribers to better understand the solution and retain their confidence in your brand, despite the email blunder. For this, you can create an email copy stating “PROBLEM SOLVED”, place it in a large frame and position the frame on the top or in the centre.

If you need to use the defense of an apology email, then say it as quickly as possible before your irate subscribers catch the situation, fire you with an email demanding explanation, share the email mishap on social media or even worse, report you as spam.

Do you need help with the template, design or automation of apology emails for your email or nurturing program? Call our email marketing or email automation experts at (408) 502 6765, or chat with us via Facebook, Twitter, and LinkedIn.