Marketo Integrations: Why Do You Need Them?

Marketo is a powerful marketing automation platform. With its impressive features, the software helps marketers engage prospects and customers.

According to a study, 78% of marketers are convinced that marketing automation is partly responsible for their sales growth!

But when it comes to scaling your business, Marketo needs to be integrated with sales and marketing apps.

Do I really need to?

Let’s see:

• Does your marketing team send emails to leads that are already engaged with sales?
• Can Marketing track the impact of leads passed to Sales?
• Are you missing out on opportunities due to inconsistent data?

In this blog, we will talk about how you can enhance your Marketo integrations to improve your chances of getting better leads.

Why integrate?

Integrating Marketo with a third-party app of your choice helps you get the most out of your Marketo investment by showing data in an actionable state. Whether it is a simple synchronization of leads or a complex data integration project!

The most popular type of integrations are –

• Customer Relationship Management (Salesforce, SugarCRM)
• Content Management Systems (WordPress, Drupal)
• Events and Webinars (Eventbrite, Webex, Cvent)
• E-Commerce (Magento)
• Social Media (Facebook, Twitter)

But, what are the benefits of integrating?

Third-party integration tools address many common lead management needs. Here are the top 5 benefits –

1) Eradicating duplicate records – To prevent this, an integration platform automatically checks to see if a contact exists, before adding it to your systems.

For instance, Chris from ABC company, already a lead in Marketo fills out a form on your website. The integration platform automatically checks for duplicate ‘Chris’ records in Marketo and your CRM. It finds many Chris’, but none from ABC company. So it automatically creates this Chris as a lead in your CRM and Marketo.

2) Nurturing contacts and leads – Marketo only understands leads. An integration platform helps override the distinction between leads and contacts and ensures that Marketo automatically recognizes CRM contacts for nurture campaigns.

For instance, let’s say a salesperson enters a contact into Salesforce. With the built-in integration functionality with Marketo, it will not automatically recognize it as an object for nurture. However, with a robust integration platform, Marketo recognizes contacts and includes them in your nurture stream.

3) Reducing human error – An integration platform should have bidirectional syncing, which means that any change made in Marketo is also automatically made in your other systems. This results in not having to manually enter data in all your systems and not worrying about human data entry errors. A win-win situation for all!

4) Optimizing Marketo performance – Giving you the flexibility to choose what fields you want to sync, an integration platform reduces the amount of data, and thus the time taken to move data back and forth.

5) Getting control over sensitive data – By simply setting up certain workflows, an integration tool can help you expose certain data to a vendor selectively, without giving away any Personal Identifying Information (PII).

For instance, you want to send company names along with email addresses to your data enrichment vendor. Before you send the data, you route it via an integration platform to strip out any personal information, thus being in full control of the information.

Increase your chances of better leads. Let’s connect to talk about integrating your Marketo instance with any third-party app.