How to Resolve Issues Occurring with Marketo Fields When the Marketo Salesforce Sync Stops?

The configuration changes made to the Marketo SFDC frame will affect a number of fields during the syncing process. Previously Marketo had two packages in its Salesforce AppExchange: Marketo Lead Management (MLM) package and Marketo Sales Insight (MSI) package. This current configuration update will remove the MLM package, and the MSI package will not require MLM for installation. With the expiration of MLM package, Marketo has stopped  support for syncing those 16 fields which were under that package. Hence, users might experience a few issues occurring while updating and syncing those fields such as, incorrect data in Salesforce reports. Here is what you need to know about changes made, how to address probable issues caused by changes made, and how to add Marketo fields.

Impacts of Marketo configuration sync changes

As new fields will be formed in Salesforce, fields in Marketo will be re-synced to newly added fields. This will trigger the backfill process which will stop the syncing with previously created fields. Thus, the data update process will be suspended immediately. Thus, every data which has the reference to the older dataset and fields will stop syncing and updating. Another issue caused is the backfilled data added to new fields will replace older values in Marketo and will be the only data set available in SFDC.

Fields that will be affected in the Marketo configuration change will be the following 16 fields. Data from these Marketo fields will stop syncing to the related SFDC 16 fields on the ‘Lead Object’ and 16 on ‘Contact object’.

  1. Lead Score
  2. Acquisition Program
  3. Acquisition Program Id
  4. Acquisition Date
  5. Original Search Phrase
  6. Original Source Info
  7. Original Source Type
  8. Original Referrer
  9. Original Search Engine
  10. Inferred Company
  11. Inferred Metropolitan Area
  12. Inferred Phone Area Code
  13. Inferred State Region
  14. Inferred City
  15. Inferred Postal Code
  16. Inferred Country

Other issues and areas to be affected by Marketo and Salesforce sync changes include –

Workflows

The Workflows in Salesforce enables users to automate processes in SFDC and execute actions based on any criteria set. As the Marketo-Salesforce changes stop syncing of specific fields of data, the workflow rules which are associated with older fields will refer data those were stopped getting updated. Thus, the backfill processes will affect the workflow and make it react in another way than expected. Therefore, new data se will influence your workflow and will be seen in place of precious data value.

Apex Triggers

Apex Triggers is that which allow users to execute actions, before or after changes made to the records as well as to execute various other tasks, similar to workflows. Once the Marketo will stop syncing old value, Apex Triggers will fail to trigger any action afterwards.

Also, when the new values will be added to the fields over the existing values by backfill processes, will cause apex triggers to trigger actions based on new values and will not perform as expected.

AppExchange Apps

AppExchange app will also function erroneously once the new valued will be synced by the backfill processes and will not be able to perform, as desired based on the older values or will not perform as they had performed earlier.

Formula Fields

Similar to Marketo’s formula fields, Salesforce formula fields also use multiple fields and mix those fields to create new value for the value of formula fields. As the creation of the value of formula field depends on other fields, values of fields affected by Marketo and Salesforce sync changes might fail to return inaccurate field value.

Also, if the mapping of those affected fields gets changed and when the formula field will refer to those fields, the formula field will perform calculation based on the outdated data and will return an outdated formula field value. However, if the formula field will refer to new fields, then the field will retrieve data from those fields that are not backfilled. However, as soon as backfill processes will complete and all the data will be updated successfully, the formula fields will start performing accurately.

Reports

Salesforce reporting tool sources data from various locations. Similar to the formula fields, when reports source data from those fields affected by the Marketo changes, the reporting tool will fail to produce accurate data as well. Once the syncing process will get stopped, Salesforce reports will not be able to demonstrate updated data. As the reports will retrieve data from new fields, the reports will display two different set of data. The first set of data will appear when the backfill process is continuing and the field values are not updated. Thus, reports will not be able to show updated data. Later, as the backfill process has successfully completed updating process, the fields from which reports source data will be updated and reports will display accurate results based on the updated field values. Thus, you can avoid the issue of wrong reports and field values as all the fields will be updated with the new value by backfill process. Users will receive a confirmation notification from Marketo once the backfill process is finished stating the updating process is complete users can perform actions on updated set of data.

Do you find these tips and solutions helpful or do you need professional Marketo assistance in your Marketo and Salesforce integration projects? Just talk to our Marketo certified experts at (408) 502 6765 or connect us via Facebook, Twitter, and LinkedIn to get informed of all latest trends, updates, and tips on Marketo platforms.

Ultimate Preparation Checklist – 7 Things Not to Miss at Marketo Marketing Nation Summit 2018

Like every year, Marketo’s Marketing Nation Summit is going to make some announcements in marketing and sales innovations at its premier Marketing Nation Summit event. While you are heading for this marketing event, you must be able to extract as much insights, information, takeaway in the latest tech, tools and trends in digital marketing as possible.

That’s why we have made this ultimate checklist of things to expect and how to extract the most from Marketo’s Marketing Nation Summit 2018 to be held at Moscone Center West in San Francisco, from April 29 to May 2, 2018.

1. Heighten your Marketo expertise

Marketing Nation Summit is the ultimate place to be, to strengthen and widen your Marketo expertise – for this, make sure you attend University Day which covers various live demos, workshops, and presentations created by Marketo experts. All you need to do is to sign up for this event well in advance to give a huge boost to your Marketo proficiency.

2. Certification

Another way to boost your Marketo learning and expertise is by the Marketo Certification Exam and return as a Marketo Certified Expert – which will push you way ahead of the league of marketers in the industry.

However, before you attempt the Marketo Certified Expert exam, make sure you have acquired prior efficiency and experience in Marketo’s marketing automation platform. Apart from basic marketing automation knowledge, you need a minimum of one year of experience as a marketing automation professional, have hands-on proficiency in Marketo,as well as have a couple of years of experience in overall marketing activities and implementation in business uses.

3. Incredible Networking

Marketo’s Marketing Nation Summit presents a golden opportunity to widen your marketing network by joining more than 100 Marketo partners. Head to the Summit’s Expo Hall to connect with fellow marketing automation professionals and organizations to get diverse ideas, collaborate, with the right people as partners and clients, or find the right people for your organization. Also, do not forget to make the most of the ‘happy hours’ during fun evening events to connect with the right people, at the right place and time.

4. ENTERTAINMENT

Now that we have mentioned the ‘Happy Hour’ events, then it is also worth adding here that attending Marketo Marketing Nation Summit is not all work, but play too! While you are busy connecting with the best minds of the industry, you can come here geared up to play and party hard at this event. Every year, Marketo’s Summit invites top-notch stars and artists who heighten the entertainment with their performance. This year is no exception with appearances by Jamie Foxx, Lyndsay Vonn, and Flo Rida!

5. Make a way for the Partner Summit

Make sure you make a list of the major Marketo LaunchPoint Partners and meet each of them. Marketo Summit brings together all its partners including Marketo’s Partner Team and Marketo executives to get updates on the new and upcoming features, upgrades, their plans for the future. Also, this is not an opportunity when you can establish thought leadership of your organization or leadership team by networking with Marketo partners.

6. Stay updated of latest ‘MarTech’

The Marketing Nation Summit 2018 will unite the the brightest in marketing technology who are contributing in diverse verticals such as, advertising, mobile marketing, social media, analytics, IT, customization, email and may others. This is considered one of the best and biggest marketing events to tap the opportunities meeting hundreds of ‘Martech’ enterprises and thought leaders to take all-informed and wise decisions in building the right marketing stack of technologies that will support your marketing and sales approaches with the tools you need to drive your business, revenue growth.

7. Best Live marketing sessions and workshops of 2018

Cook the secret success sauce for your organization by joining some of the best LIVE marketing sessions of the year. Get acquainted with winning strategies on various aspects of marketing ranging from automation, personalization, account-based marketing (ABM), analytics, marketing performance, customer experience, Marketo tools and many more by attending the following sessions –

  • Automation, Personalization, and a Path to a 5X Return on Investment with Vince Warnock, Digital Marketing Manager, Cigna New Zealand Limited
  • ABM Wins: Invoca shares how they tripled engagement from target accounts with Ari Echt Director of Account Based Marketing, Invoca
  • Beyond Channels: What Else To Use To Capture The Data You Really Need (Workshop)with Emily Thornton, Jenny Robertson, Taylor Enfinger of ANNUITAS
  • Budgeting for Marketing Performance: How to Save time, Spend Wisely & Do More with Less with Matthew Heinz, Heinz Marketing Inc
  • Drive More Pipeline Faster with Sales & Marketing Coordinated Engagements with Louay Bachir, Marketo
  • Email Deliverability 101: Winning The Inbox Wars (Workshop) with Carmi-Lopez Jones and Kiersti Esparza, Marketo
  • Fearless Marketing In A GDPR World: Tips To Thrive Amidst New Regulations with Michelle Miles, Perukto
  • Maximize Your Ad ROI: Get the Most from Your Ad Spend with Marketo with Frank Passantino, Marketo
  • The Disciplined ABM Organization: What Successful Companies Do Differently with Matt Senatore, SiriusDecisions
  • Why GDPR is Good News for Marketers with Peter Bell, Marketo

Do you want to maximize your experience at the Marketo Marketing Nation Summit? We can help you with practical tips and real-life examples – speak to our Marketo experts at at (408) 502 6765. Busy planning for the event? Simply drop your queries and requirements at services@ShowMeLeads.com.

Also, make sure our eminent speakers – Madhu Gulati on LinkedIn and Twitter (@mgulati) and Prash Shenoy on LinkedIn and Twitter (@shenoyprash) to stay updated on the latest Marketo and ABM updates and winning strategies.

What is GDPR and How Will It Help Marketers Build Customers’ Trust?

Marketers commonly assume and build their campaigns based on the ‘more is better’ notion and they end up sending more emails, more invitations and event registrations to achieve greater re-targeting goals. However, engaging and winning customers’ trust takes on offering utmost personalized experiences based on their needs and respecting their preferred mode of use of their personal data. That’s why GDPR is devised – to end unethical data use practices which damage the effectiveness of the marketing campaigns.

Contrary to common belief, marketers should not consider GDPR as a hindrance, rather an opportunity to ascertain their marketing efforts will live up to customers’ expectations with ethical and personalized experience based on their preferences. With the implementation of this GDPR legislation, marketers can evaluate their present data management practices and market their products better. So, what is GDPR, actually?

What is GDPR?

May 25th, 2018 onwards, the General Data Protection Regulation, or GDPR, based on the European Union’s (EU) new data protection framework, will take effect as the most important piece of data protection legislation. It will control organizations which use European Union (EU) resident customers’ personal data for marketing and selling products and services. The legislation will also hold rights to control marketers’ practices of tracking and web browsing behavior of EU residents. Implementing GDPR will help ensure fortifying EU residents’ rights to their data privacy wherein stringent policies will improve customers’ rights on personal data, limit processing of personal data, and will enhance transparency in using their personal data.

The term ‘personal data’ in accordance with GDPR means the set of data that will relate to the specific or identifiable person. For this, the GDPR aims at reinforcing rights to personal data of EU residents in how it can be protected and utilized. GDPR is being devised based on six major principles:

  1. Transparency in how and in which the personal data needs to be utilized.
  2. The personal data must be used only in the purpose for which the data got collected and was mentioned to the customers.
  3. Reducing the procedure of collecting personal data right to the necessary steps that are required for the purpose as specified to customers.
  4. To ascertain the accuracy of the data collected.
  5. To check and avoid unauthorized collection or use of data and loss of the data by deploying necessary data security procedures.
  6. Limiting the practices of storing customers’ personal data strictly to necessary purpose.

Furthermore, a new accountability is now required to show how compliance will be implemented, managed and monitored. This will also demonstrate and protect how and why personal records get collected and used.

Now the question is – to whom will this GDPR legislation be applicable?

The GDPR legislation will be applicable to all organizations marketing products or services as well as monitoring web browsing behaviors of EU residents – whether these organizations are operating within or outside the European Union.

In a nutshell, if your business is marketing to and using personal data of Europeans, then this GDPR legislation is applicable to you. Moreover, if your business fails to comply with the legislation, then large penalties are to be borne by your organization which can be as much as 4% of your annual worldwide turnover or €20 million, whichever will be greater.

How to get consent from EU customers under GDPR?

The term ‘Consent’ under the GDPR means -

“which is freely given, whether specific, informed and unambiguous indication of the data subject’s wishes by which he or she, by a statement or by a clear affirmative action, signifies agreement to the processing of personal data relating to him or her”.

There will be ‘affirmative action’ to help collect customers’ consent specific to the purpose for which the data is getting collected and used before marketers will process the same data as well as respecting and protecting customers’ preferences. Also, in terms of customer preferences, which may vary at times, this also can be regulated by GDPR which will state organizations must enable their customers to make changes in their choices and even withdraw their consent, as and when they want to. All organizations will require auditing, evaluating, and identifying all existing data points wherein they are collecting personal records for marketing pursuits.

After GDPR implementation, all marketers are required to provide links or references to online privacy policy and statement in their online forms which they use for collecting data. The references will inform customers of:

  • Purposes in which the data will be intended to be processed
  • Tenure for which the records can be stored
  • Criteria that can be set in order to regulate the period
  • Legal grounds of processing personal records collected
  • Contact details of data controller and representative in EU
  • Type of recipients who will receive the data when distributed
  • Details on international transfers of data
  • Detailed information on customers’ rights to restrict the processing of their personal data
  • Customers’ rights to revoke consent to process data
  • Customers’ rights to get authority for supervision
  • If there is a contractual or statutory requirement in terms of provision of data and if customers are obligated to furnish their records.
  • Probable consequences when customers fail to provide any specific data
  • The requirement of automated decision-making, consequences of processing for the data subject and significant information about the rationale behind it.

How Marketo will help your campaigns comply with GDPR?

Marketo will help marketers comply with the General Data Protection Regulation legislation by enabling them to incorporate a ‘Consent Field’ to every form which will be intended to collect personal data of EU residents. Lead Fields which will be required to document customers’ consent include:

  • Consent to Processing
  • “Consent Last Updated”
  • “Consent Notes” (which states purposes for which the data will be processed as well as information on past records of consent given should be documented here)

Do you need in-depth information on General Data Protection Regulation and how to implement the legislation in your marketing campaigns? You can simply get in touch with us with your GDPR queries at (408) 502 6765 or via services@ShowMeLeads.com. Additionally, you can check out latest updates on our social pages Twitter, Facebook, and LinkedIn.

 

Ultimate Guide to Guard Your Campaigns from the Dreadful “Oops” Email Mistakes

By now, we know that email marketing is here to stay, and it will continue to contribute to the nurturing of your prospects, your customers, and profits for your business. However, email marketing campaigns could be extremely susceptible to flaws and failures. That’s why we put our clients’ email marketing programs on high alert to steer clear of common email mistakes. Sadly, some email mistakes are extremely deadly: they can cost the sender’s reputation while wasting resources and a portion of the marketing budget. However, no matter how common and dreaded are these, all email marketing mistakes are avoidable with proper planning and strategic execution.

Here are some of the most common email mistakes and how these can impact your business –

1. No ‘Unsubscribe’ button

Do you worry that a bold and visible “Unsubscribe” button may encourage your subscribers to back off from your email marketing campaign? The truth is the absence of one can harm your email program more, as recipients who are not willing to receive communications may simply report your email as spam! However, with a button strategically placed with the right call-to-action (CTA), your subscribers will feel no compulsion to continue receive your content and offers, knowing that they can leave and return whenever they wish to. Moreover, you can use an “Unsubscribe” page linked to the button, which you can use to get feedback on the reason a recipient might wish to exit from  your list. This information will enable you to personalize emails more efficiently based on the data.

2. Not testing emails sufficiently

A/B testing is never an option but a necessity. We remind email marketers repeatedly to do this, no matter how pushed they are by the schedule. Many marketers may also mistake not testing their emails enough simply because they reveal the skeleton in the closet! Wouldn’t that be more fearful when emails will fail to perform as intended and show negative results? There are many areas that play the most essential parts of email marketing programs to be periodically tested. Open rates, hyperlinks and link texts, bounce rates, CTA, subject lines should be the top priorities amongst those.

3. No apology emails

Seeking apology will not put your sender’s position in jeopardy, whereas not sending one may tarnish your reputation. With an apology email, you can reduce the risk of repelling your prospects and customers on the event of mistakenly sending an incorrect, unpleasant or duplicate offer or information. These mails come exceptionally handy to clear the air in case you have sent an invalid or repeat the same offer to same customers, or present inaccurate information or insights, rub their sentiment wrongly – sending an apology email even before they spot the mistake will work a great deal in mending the mistake. So, do not skip these quick fixes of accidental email mistakes.

There are many more severe mistakes email marketers commit and make their campaign doomed to failure, and you may be making them too! Learn how every minor (you thought!) email mistake negatively impacts your campaign and reputation, and to what extent – and the best practices experts recommend to guard your campaign against them. Join in and hear our email experts sharing their best practice. Put your doubts to bed by joining us for

Our next webinar: Preventing the Dreaded “Oops Email” — All You Need to Know!

Date: Thursday, September 07, 2017

Time: 10:30 am – 11:30 am PST / 1:30 pm – 2:30 pm EST

Register now and save your spot:

http://pages.showmeleads.com/Preventing-the-Dreaded-Oops-Email.html            

 

4 Tricks to Improve Personalization Leveraging Direct Mail on Marketo

Many marketers consider direct mail to be an opportunity to enhance the performance and personalization of campaigns and to build trust. The Marketo automation platform gives marketers the ideal playground for that. With Marketo, they can automate the direct mail process with educational, informative, product updates, promotional, and many other different types of content. They can also add call-to-action phrases to their intended content to encourage recipients to register for a product demo, a meeting or a product query. The Marketo platform has plenty of features that facilitate sending automated direct mail campaigns to improve customers reach and influence purchase decision. But if you wonder how you can achieve all these objectives with email campaigns, then why allocate marketing budget for direct mail?

Why direct mail in an age of email?

Direct mail impacts engagement programs in a variety of ways –

  1. Recipients tend to keep good looking cards and direct mail pieces, such as catalogs, gifts, or other items. They often may choose to display items or even share with their friends and family. Thus, direct mail presents better opportunities for engagement with the brand.

  2. Physical coupons and gift cards with call-to-action in direct mail impact more in fetching customers to the store, thus, speeding up the purchases.

  3. Direct mail delivers newsletters, cards and offers straight to the recipients and get noticed, engaged, interacted or take desired actions with your mails. Prospects find direct mails less intrusive and easier to engage with than electronic mails.

  4. Direct mails can be synced with any online campaigns – these can be automated, aligned with email, social and other online campaigns and optimized based on insights collected from previous purchases.

  5. Direct mails make customers feel more valued and connect emotionally thus, making subscribers more charged up and responsive to communications.

Furthermore, many people not only want to open and engage with direct mail pieces, but many also want to receive direct mail more than email. About 70 percent direct mail recipients have expressed their interests in discerning content in their direct mail, while 74 percent recipients have shared that they noticed ads in direct mail more than any other online campaigns.

Now the question is – how to create direct mail campaigns that will improve engagement and responses with campaigns?

We recommend these four effective tips to boost the direct mail marketing efforts using Marketo:

1. Create the Program for the direct mail

First things first: create a Marketo program by adding multiple assets to support direct mail programs. We suggest creating following assets for direct mail programs:

  1. First, you need to create ‘Members’ for subscribers who request direct mail by filling out forms. This asset will also include those who are expecting and interested in company’s direct mail programs.

  2. Next, create a campaign to queue direct mails and ensure that they are automated with the right list of people.

  3. Create another campaign to track all these direct mails sent. As well, you need to set the campaign so that status is updated as soon as the physical mail items are sent.

  4. Create this campaign to track all direct mails that are successful. Here you can monitor the mail pieces received by subscribers.

  5. After you have set up campaigns for automating and tracking received mails, you need another campaign to monitor recipients who are responding to your direct mails. Track recipients who are taking the actions guided by the call-to-action phrases in mail pieces.

  6. Create a trigger campaign to trace those recipients who have proceeded to the funnel after receiving and responding to direct mails.

2. Identify people who can be mailed (who are not)

After creating campaigns, next thing to focus on is to define the list of people to trigger the direct mails. Because most companies and marketers will focus on email marketing campaigns, direct mail processes are not something they are familiar with. In this direct mail process, marketers need to make suppression lists for subscribers listed with invalid/incomplete/inaccurate email addresses. In order to ward off people with bad physical addresses, marketers can create a segment which will filter those people who should not be sent emails. Marketers who find segmentation difficult to handle, can opt for creating Smart List with Marketo to eliminate people with bad or wrong physical addresses.

3. Time to evaluate the nurture process in place

After you have zeroed in on the people to target, created the Smart Lists, segmentation, and assets, assess the nurture engagement program to decide where this direct mail program fits.

Now go into your nurture engagement stream and figure out when the direct mail should become part of your prospect’s nurture journey. This example leverages programs within nurture engagement programs, as many organizations do. In this example, PFL chose to make the direct mail the fifth piece of content.

Don’t worry, you can also send direct mail as part of standard Marketo flow steps if you aren’t using engagement streams.

4. Develop the Direct Mail Program

The most important element for creating direct mail programs in Marketo involves automating and queueing the program. You can line up multiple direct mails for lead nurturing program instead of just one current mail. The Queued email campaign allows sending an email and automating the direct mail in the proper intervals between email and other online campaigns. You can set email campaigns that will collect information on delivery of the package which may ask recipients such as, “Have you received the package? Tell us if you liked the surprise in the package” or contain similar other messages to generate interests of subscribers and also prompt them to receive and open direct mail packages.

In that way, you can create a combination of direct mail, email and other online campaigns as part of an evergreen nurture stream.

Do you need expert help creating direct mail campaigns using Marketo? Get best practices and make the most of your direct mail efforts. Contact our Marketo Certified Professionals at (408) 502 6765 or via social channels Facebook, Twitter, and LinkedIn.

We’d love to hear from you – kindly drop your query or tips on your Marketo nurturing program below in the comment box.