Step 1 of 3: Add Marketo Fields to Salesforce (Enterprise/Unlimited)


You must have access to Salesforce API’s to sync between Marketo and Salesforce.

Marketo uses a set of fields to capture certain kinds of marketing related information. If you would like this data in Salesforce, please follow the instructions below.

  1. Create three custom fields in Salesforce on the lead and contact objects: Score, Acquisition Program, and Acquisition Date.
  2. Map these custom fields between leads and contacts so that on conversion in Salesforce, the values carry over.
  3. You can create other additional fields, if necessary (see the table below).

All of these custom fields are optional and are not required to sync Marketo and Salesforce. As a best practice, we recommend that you do create fields for Score, Acquisition Program, and Acquisition Date.

Add Marketo Fields to Salesforce

Add three custom fields on the lead and contact objects in Salesforce listed above. If you want to add more, see the table of available fields at the end of this section.

Perform the following steps for each of the three custom fields to add them. Start with Score.

  1. Log in to Salesforce and click Setup.

  2. In the Build menu on the left, click Customize and select Leads. Click Fields.

  3. Click New in the Custom Fields & Relationships section at the bottom of the page.

  4. Choose the appropriate field type (for Score — number; Acquisition Program — text; Acquisition Date — Date/Time).

  5. Click Next.

  6. Enter the Field Label, Length, and Field Name for the field, as shown in the table below.

Field Label
Field Name
Data Type
Field Attributes
Score mkto71_Lead_Score Number Length 10
Decimal Places 0
Acquisition Date mkto71_Acquisition_Date Date/Time
Acquisition Program mkto71_Acquisition_Program Text Length 255

Salesforce appends __c to Field Names when it uses them to create API Names.


Text and number fields require a length, but Date/Time fields don’t. A description is optional.

  1. Click Next.

  2. Specify the access settings and click Next:

    • Set all roles to Visible and Read-Only

    • Clear the Read-Only checkbox for the profile of your sync user:

      • If you have a user with the profile of a System Administrator as the sync user, clear the Read-Only checkbox for the System Administrator profile (as shown below)
      • If you created a custom profile for the sync user, clear the Read-Only checkbox for that custom profile

  3. Choose the page layouts that should display the field.

  4. Click Save & New to go back and create each of the other two custom fields. Click Save with you’re done with all three.

  5. In the Build menu on the left, click Customize and select Contacts. Click Fields.

  6. Perform steps 3 through 10 for the Score, Acquisition Date, and Acquisition Program fields on the contact object, just as you did for the lead object.

  7. Optionally, use the above procedure for any additional custom fields from this table.

Field Label
Field Name
Data Type
Field Attributes
Acquisition Program Id mkto71_Acquisition_Program_Id Number Length 18
Decimal Places 0
Original Referrer mkto71_Original_Referrer Text Length 255
Original Search Engine mkto71_Original_Search_Engine Text Length 255
Original Search Phrase mkto71_Original_Search_Phrase Text Length 255
Original Source Info mkto71_Original_Source_Info Text Length 255
Original Source Type mkto71_Original_Source_Type Text Length 255
Inferred City mkto71_Inferred_City Text Length 255
Inferred Company mkto71_Inferred_Company Text Length 255
Inferred Country mkto71_Inferred_Country Text Length 255
Inferred Metropolitan Area mkto71_Inferred_Metropolitan_Area Text Length 255
Inferred Phone Area Code mkto71_Inferred_Phone_Area_Code Text Length 255
Inferred Postal Code mkto71_Inferred_Postal_Code Text Length 255
Inferred State Region mkto71_Inferred_State_Region Text Length 255

Values in the fields automatically assigned by Marketo will not immediately be available in Salesforce when the new field has been created. Marketo will sync the data to Salesforce upon the next update to the record on either system (i.e., an update to any of the fields in sync between Marketo and Salesforce).

Map Custom Fields for Conversions

A custom field on the lead object in Salesforce should be mapped to a contact field on the contact object so that data is carried over when a conversion occurs.

  1. In the top right corner, click Setup.

  2. Type “Fields” into the Nav Search without pressing Enter. Fields appears under different objects; Click Fields under Leads.

  3. Go to the Lead Custom Fields & Relationships section and click Map Lead Fields.

  4. Click the drop-down next to the field you want to map.

  5. Select the corresponding contact custom field.

  6. Repeat the above steps for any other fields you’ve created.

  7. Click Save when you’re done.

    Easy enough, right?

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