Marketo & Mochas: Salesforce Sync

Transcript

Welcome everyone to Marketo and MOCAs. Today our amazing presenter James Liedum will be going through everything you need to know about how to use one of Marketo’s most powerful integrations in Salesforce Sync. We design our webinars to be interactive so we encourage you to ask questions in the question box throughout the presentation. Type them in there because we’ve designated the last 10 minutes or so for Q&A. I also want to mention a couple of housekeeping items before we get started. First of all, we are presenting at Adobe Connect today and we are live but don’t worry the session is being recorded and can be viewed on demand or shared with other members of your team at a later time. You’ll get that recording in an email from us tomorrow afternoon. We will also be sharing a form throughout today’s webinar where you can express interest in learning more about Marketo performance tiers directly from your solution account manager. By filling out that form we’re able to connect you with your Sam who is of course the best person explain how each of these products fits within your unique workflow. Lastly, as we’re closing out the webinar we have a few survey questions that will be at the bottom of your screen. If you could just take a minute or so to answer those questions we’d really appreciate it. And with that I’d love to introduce myself. My name is Jeff Imeguano. I’ve been a digital engagement strategist at Adobe for a little over two years now. I partner with our senior digital events manager Alana Cohen on all of our Experience Cloud webinar series and prior to my time at Adobe I spent two years working and advertising for several global agencies in New York. If you have any questions or comments about today’s event or about your experience with Adobe Connect overall please feel free to reach out. And with that I’d love to hand it over to James to introduce himself.

Thanks Jeff. I appreciate it. Hi everyone I’m James. Don’t mind my blue painters tape crown molding that I have behind me. The blur doesn’t know when the bald head starts and stops so I figure we’ll just go like full background.

Okay cool. Well yeah I’m James. So my background I’m a one trick pony I like to say but the trick’s Marketo so hopefully it’s a helpful trick for this webinar. It helped me admin Marketo’s own internal instance of Marketo so I like to say it was dog food eater of our own dog food that we were selling. A lot of that had to do with the Salesforce sync and you know attribution all the all the fun stuff that comes along with that. So you know especially as we’re talking about large volume sync between Salesforce and Marketo I think that’ll be an interesting topic today as well as just like getting everything right from the start so that you don’t run into these like crazy backlogs that I’ve seen recently. So now I’m now I’m back at Adobe with as a technical advisor so you can always ask your SAM to hop on a call. My job is to basically talk shop and help people be successful so hope you enjoy the content today.

All right thank you James let’s go ahead and jump right in. Cool all right yeah we’ll save the demonstration for last but cool so um basically as an agenda that we’re going to have here you know just obviously we’ve done our welcome so welcome if we didn’t say it. We’re going to go through some stuff about understanding the Marketo and Salesforce thing. I understand for a lot of people it’s going to be a bit duplicative but hang with me I think there’s going to be some some interesting pieces as well after that and then we’ll talk about avoiding backlogs and kind of what backlog looks like within Salesforce. So understanding this thing is going to be really helpful to just knowing some of the features that are available to you and then the backlog piece is where I see a lot of I see a ton of customers struggle with so we’ll hop into that. So understanding the sync realistically the Marketo is and I saw a comment in there can everyone hear me okay Jeff can you hear me? Yep I can hear you great. Okay cool I’m just just just checking on that. Okay cool so understanding that Marketo and Salesforce sync essentially what you’re going to see with that sync is a lot of the customization and management of that sync is within Salesforce. Now that can be really difficult because most of the time the Marketo admin and the Salesforce admin are not the same person but we do have a lot of documentation some that we’ll we’ll send in a follow-up as well about that managing that Marketo sync user. So the Marketo sync user is essentially your window into Salesforce. So as we see inside the window we have our opportunities, our accounts, our custom objects, contacts, all those different objects that we’re looking at there. We have all those within view those ones that the Marketo sync user has read or write access to. So it’s going to take those objects and it’s essentially going to recreate them in the Marketo instance. Now the ones that you can actually write to are going to be like leads, it’s going to be contacts, and that’s pretty much it. You’re going to be able to read all the accounts and opportunities and custom objects and users and activities but you don’t essentially get to write to those. You can’t create activities but you can’t edit those once they’re created. So that’s essentially like the high-level view there and then the next level view of that is essentially the fields. So a big piece of the sync from Marketo to Salesforce or in Salesforce to Marketo is your fields. If you have all of your fields syncing over then any edit that occurs within Salesforce is going to be read and recreated on the Marketo side. So if you think about lead fields, you think about activity fields, take an account field for example. I think a lot of people created like COVID-19 notes or something like that five years ago and we were looking at like, oh, so-and-so lost budget for this product so let’s put some notes in there. Now are you still using that? Likely not. It’s probably also not being updated but just for sake of cleaning up the instance, that’s something that you could remove visibility access to that field so that it doesn’t show up in Marketo and you kind of have a cleaner experience there. So outside of that, you’re going to have all these fields that the sync user doesn’t have access to. This will come up a little bit later when we talk about skip actions when the Marketo Salesforce sync basically pulls an update. It’ll pull new records, it’ll pull any updates that occur and then it’s also going to pull the skip actions. Now skip actions don’t take a lot of processing power. Again, we’ll cover that in a minute.

Now this is something that I know a lot of people have run into before. You open up a support ticket with Marketo and they say that, hey, this is something that needs to be managed on the Salesforce side. You open a support ticket up with Salesforce and it’s something that their support team says, hey, this is Marketo’s thing. So realistically, I try not to send people in wild goose chases when this happens. There are always going to be some issues that pop up that might be outside of the norm. But in general, when you run into a sync issue and you get an error in Marketo or you get an error in Salesforce, the best way to approach that is to go into Salesforce, log in as the Marketo sync user, have your admin log in as a Marketo sync user, excuse me, and do the same, excuse me, do the same action that you are trying to do from the side. Now this will tell you within the Salesforce platform, it’ll have a more granular piece that says like, hey, Apex code is preventing you from doing this, or you’re not able to do this because you don’t have access to this. So you will see this, the Spiderman meme, obviously, but most of the time you want to diagnose that within the Marketo instance, or sorry, within the Salesforce instance, logged in as the Marketo sync user, you can go to users and set up in Salesforce and you can just log in as an individual. You don’t have to put those credentials in. That’s if you have access to that or screen share with your admin. Your Salesforce admin is probably one of the most important people to you when it comes to this thing. So take them out to lunch, buy them a bottle of wine, whatever works out. You want them to like you and you want them to know that you’re only asking for these things because you honestly need them. And this, I know there’s a lot of information on this slide. This is something we share in our technical onboardings. So essentially how that sync works is Marketo and Salesforce work really well, and they have a one-to-one sync. So all the contacts and leads in Salesforce also exist in Marketo as people records or person records. And the best part of that is that every five minutes, as we see like at the bottom there, every five minutes, it’ll perform a sync. Now it’ll perform a sync when you essentially have either the updated at field get updated on the Marketo side, or possibly any other data value change that occurs on the Marketo side. It’ll send it over to Salesforce and say, we have a delta. We essentially have a difference in fields here. We need to push an update through. Or the other way is that there’s a Sysmod timestamp, it’s a system modification timestamp on any of these objects that we have here. So it could be lead, contact account users, opportunity, any of those pieces. When that Sysmod timestamp gets updated, Marketo is notified and sent.

Basically, it’s pinged to the Marketo sync user, and it’ll look for the changes that occur there. Now you do need to sync an individual to Salesforce off the get-go. So that could be, that could look like a few different things. One, you could add them to a campaign that synced over to Salesforce. They’ll basically be included in what I like to consider like the backend sync. The backend sync is basically packaging 300 records per one API call and sending it over. But then there’s also like a front end sync, which is, those might not be the right word for it, but it’s how I visualize it. So that might be helpful for some people. The front end sync is your flow steps that say sync to SFDC or add to SFDC campaign or change owner. Those are going to take precedent over the backend sync. So two ways to sync someone from Marketo to Salesforce is to include them in a smart campaign that says sync to SFDC.

And once that sync is created, then those two records are matched. Or you can use a backend sync that essentially waits for that every five minute step and will push information over as it changes. We have a lot more information on this. If you’re curious, some best practices using batch campaigns instead of trigger campaigns and just ways to make the processing a little bit easier. We’re always happy to chat about it. Now sync priorities are super important here. We will see some backlogs. I have some screenshots of backlogs that I’ve seen recently, essentially. I think they’re very interesting to look at just to know what to look for. When I do a bit of a demonstration later, I’ll show you how I essentially go into a Marketo instance and start to dig through that backlog and see what’s sticking out to me, any red flags, things like that. So as we talked about the sync to SFDC flow step that we see here, sync person SFDC, will always take priority over the standard sync cycle or that backend sync cycle. And then the priorities are very important. So lead account contact updates, basically polling and pushing those updates from Marketo to Salesforce are going to occur first. So if you think of all of these objects in line, waiting to be synced or get into the sync building or something like that, they’re all online and it’s going to go basically lead account contact or account contact lead. Those are kind of the main ones. And then after that, you’ll have campaign, campaign member, opportunity, event, task and user. The task piece is going to come up a little bit later. So keep an eye on that one. But then I’m sure a lot of people have also seen, hey, we added someone to this campaign, but they haven’t been synced over, takes 24 hours or something like that for that record to show up with that campaign membership in Salesforce. We’ll talk a little bit about that. But essentially why that happens is because when you prioritize lead account and contact updates and you have a lot of updates coming over from Salesforce or that you’re pushing from Marketo to Salesforce, less frequently that it’s the marketer to Salesforce is mostly marketer reading that information coming over from Salesforce.

Essentially, when you have a lot of those updates occurring, the campaign, campaign member, all those other objects get pushed further back in line. And then when there’s a new update that occurs, the lead account contact update will skip the line and push those campaign, campaign member, task, things like that further back. We’ll see that especially as we look into like the sync throughput and backlog pieces of a few screenshots that I think will be pretty eye opening at least. And I think it’ll be helpful.

So avoiding the backlogs, let’s take a look at how we can avoid those backlogs.

One being that you want to make sure that the Marketo sync user can edit the fields that it needs to edit within Salesforce. This was a specific instance that I saw where a customer would send an email. The email basically bounced, hard bounced, and was rejected by the inbox. So the email invalid was changed from false to true. That’s a standard Marketo practice. But then when, you know, within that four minute time span, the sync occurred to Salesforce because it’s a field that synced from Marketo to Salesforce. So you can see it on the Salesforce side. Salesforce said, hey, you don’t have access to this field. You’re not allowed to change it. So we’re going to bump it back to false. So what happened was every then when it was bumped back to false, this person was then included back in the marketable list and sent an email again. And then the email invalid was changed to true and then synced to Salesforce. Salesforce rejected it. So this was happening for thousands of leads. And basically what can happen is all of this information just continues that backlog and jumps the line in front of campaigns and task and campaign members. So those are things that you want to look out for. This is something that we consider like a loop, like something happens and then it gets undone and then something happens and it gets undone. So back and forth like that. So one thing to look out for here. And also, if you want to essentially, if you want to diagnose this and get ahead of this, what you can do is open a support ticket with Marketo, say, hey, give me the 25 or 50 most updated fields in my system. What that’ll do is tell you, it’s not going to tell you like you can’t just say for the account object or the contact object. It’s just saying, if you boil down all those data value changes, show me which fields are affected the most. If this customer did that, what essentially would happen is that they’ll see email invalid is the field that got changed. And maybe it got changed 650,000 times in the last seven days. That’s a huge red flag. That doesn’t make sense at all. So that’s something then you start digging into like, show me everybody who had this email valid change. And then we’re going to dig into like why that happens. And another thing you can obviously then then go log in as a Marketo sync user in Salesforce, try to make that action. And you’ll get an error there as well. I do see a quick question in there, which is a good question. What happens? If this happens, essentially, will there be an error flagged in the admin? So for this? No, because this is basically doing the thing that Salesforce says that it’s supposed to be doing. You can only do so much in the system, obviously, to say, hey, you know, we need this data value change to occur. This isn’t technically an error. So one thing, one thing that you can see here, like these loops, you can see within, you know, obviously, the activity log, but that’s not super scalable. You want to see which data value changes are happened the most. And then also, we can take a look at the error log when I do the demonstration within my own sandbox instance, and see, oh, hey, we can’t change this data value field.

This one specifically is not considered an error, but we will see some that are.

Okay, so avoiding backlogs here, a lot of people use essentially use like, let’s say, six cents, or, you know, zoom info, there’s a, you know, I don’t have any, I don’t have any favorites, I want to say, but let’s say, let’s say you do use six cents. Just as an example, on the account in Salesforce, it’ll be hooked up to six cents. And let’s say that intense score changes from 61. Okay, great. Then that if that happens overnight, all the contacts related to it will be synced over with those changes. So that’s how you start to build a backlog. Because you see, oh, this account intense score change from 6061. This isn’t information that you’re going to be using in Marketo, you may be using Marketo. And if you are, I would suggest going with like bands where it’s like, okay, 025, 2550 51 to 75, things like that. So there’s little tiny changes every single day, don’t start adding up to all these account changes that occur overnight. Another thing that can happen here, you’ve probably heard Marketo doesn’t like formula fields. One of the big reasons for that is because formula fields don’t update that system on timestamp. So in this example, let’s say we have lead age in days, that is a formula field, that’s basically saying this is how long this lead has been in this, this stage, this specific stage. So let’s say they get moved to MQL. Well, this person has not been moved in for MQL to a new stage in 4674 days. Okay, great. What are you doing with that information? You’ll see that’s, that’s essentially where we come down to a lot of the time is like, how is this important? If you want to see the date that they hit that stage, you can have a stage change date. And then you’re not getting that update every single time it occurs. Here’s the problem with Sysmod timestamps being updated or not updated. Is it Marketo sync user? Doesn’t see when a formula field value changes because it doesn’t update the Sysmod timestamp. So as we see, we have a must set out formula field Boolean field, the owner became inactive. So whoever owns this record, basically maybe left the company or something. And then that changes Sysmod timestamp. And so it was like, Oh, okay, now we’re pulling all these values, some of these values are different. So total time from latest stage up or latest status update goes from 2395 to 2800 days. All right, that’s great. Again, what are we doing with that information? And it’s just more that’s coming through, I would guarantee that if you look at your field management in, in your Marketo admin section, these fields aren’t being used, they’re only adding to that backlog. So this is definitely something where I would say, Hey, is the owner active? Great. That’s awesome.

You know, that’s important information to have Marketo, but current status, duration, total time from latest status update that looks like those are the two exact same fields and values there and then lead age and days. Those are things we don’t need Marketo. So that’s something to look out for.

Backlog indicators. That was another thing that we looked at. So this, yeah, we’ll show how to get to this screen, essentially, but it’s an admin section under Salesforce. When we look at this, we have these huge spikes. And, you know, I know it’s very small, but you can see on the left side that we have up to about 300,000 at the top little over 200,000 updates coming through every single night. So I know that there’s something on the Salesforce side, this is when I reach out to my Salesforce admin and say, Hey, I just want the documentation of like, what’s changing every single night? Are you pinging six sensors, zoom info to change an account score every night? Because let’s say you have Google as an account, you have 1000 records under the account for Google, and you change that account score, all those contacts come through with the data value change as well. So those are things you really want to look out for. And you want to ask yourself, honestly, like, do we need this information? If we don’t? Okay, great, because what this is doing is just spiking. And then obviously, it takes a while to come down. spiking takes a while to come down. And then let’s look at an example where it doesn’t take a while to come down, because it never does come down. We see here in the top left 411 million records as a backlog. That’s something where, you know, you, this can happen to like smaller organizations as well. Essentially, Salesforce is is really powerful with processing data, and having having essentially a lot of the bandwidth to do those processing pieces. Marketo, it can send a lot of emails, it can do a lot of data value changes locally. But in terms of reading all those changes, it just gets overwhelmed when you have this many changes coming through 411 million is obviously a bit egregious. But just as a good example here. So this is what you want to essentially take a look at and say like, Oh, my gosh, this is going crazy. I would say these dashboards are like, mostly accurate. If you see some some inconsistencies, you can always open a support ticket, and they will chat through what that backlog currently looks like they have a few tools that that you know, our front end users don’t have access to. Now, other backlog indicators that you see here. You know, we were looking at the sync backlog trend tab here. But if you go to sync status, you can see I just I just pulled everything that’s occurring within the contact. And so I want to see like, all the pull updates, the push updates. If it’s a pull update, it’s coming from Salesforce. If it’s a push update, it’s coming from Marketo. So it’s basically saying like, is it going in or is it going out? Now, as we see here, we have our pull updates coming from Salesforce on the contact record. And this line item we have 9579 updated, the one that’s highlighted, and then 421 are skipped. Now, when you skip action, that basically means that a data value changed on the Salesforce side, but it’s not a field that the Marketo sync user has access to roughly processing power, it’s going to take about 15 times less processing power to perform a skip action. As compared to that updated action or new, we can see with with new there as well, like if a few line items down 63 is new, that’s 63 new contact records that you’re getting information to. Okay, and then the other important thing here is that these line items will max out at 10,000 standard. And then I see a question there for the log being found in the Marketo admin. So if you go to admin, and then on the left side, you scroll down under the integration piece, there should be Salesforce, you’ll be able to see these sync backlog trends, the sync throughput and backlog, things like that. The CE support and the progress log are in the error log are not things that you can, that you can standardly see this is from being ghosted in, but sync errors, you will be able to see. So what I was saying here with this maxing out at 10,000 line items, that’s basically saying that when you add it all up, it’s going to pull 10,000 different different updates. Just as a quick note of you know, I’m not a seller. So I just want to put that out there. But what I have seen sometimes, especially when you have like custom objects coming over a lot of account fields that you can’t hide from the Marketo sync user, we do have performance tiers available that will bump that up to 20,000. So the processing the essentially the like, the gates get opened a little bit more for that to come through just as a side note.

Okay, and then this is one other thing that I think is really important to to go through, essentially, within your enabled activities. And that’ll be on the Salesforce tab, as we were seeing on this last one, the top left, just the standard Salesforce tab. If you scroll down there, you’ll see some sync options. Now these sync options for enabled activity, that will basically create a task slash activity on the leader contact record in Salesforce. And every time one of these things happen. So as we saw here, with this specific, this specific like, customer, we see that added to list email sent email delivered, it is synced over as a task that can be really helpful when you’re doing like some custom attribution features. It can also be a little bit less helpful when you see something like this, where it’s like, Alright, well, we’re going to send 250,000 emails every every day. So we’re going to get 250,000 emails sent activities logged on that lead and contact record. Let’s say we add a bunch of people to a list as we’re like going through processing, or you’re doing your lifecycle or something like that. Every time you add them to a list, it’s going to be showing up as an activity. If I’m a sales rep, and I see someone’s added to a list, I don’t care that that doesn’t make any difference for me. Unless the list is like, hey, this is a this is someone you need to reach out to, there’s obviously other ways to, to accomplish that. Now, email delivered, that’s another one that I probably wouldn’t sink over, I found a lot of success with like filled out form. Now, if you have Marketo sales insight, you can basically skip a lot of this and just see it within the MSI iframe. One of my favorite add on tools, we use it internally a ton. It’s like, so powerful, that’s all I’m saying MSI. But if you don’t have that, it could be helpful to create tasks for like filled out form, as we see there at the top, and then maybe like click link and email, but removed from list added to list, email open even the you know, there’s always going to be like bot activity that Marketo is sequencing. So so that’s something that we see here. So sync options, I do see a question in there. Sync options, if you go to the admin section, I will show you within my, my specific instance as well. But it’s admin section, the Salesforce tab, and then if you scroll down, you’ll see sync options as a as a box like we see here. What we saw here just to just complete what we’re seeing or 4.1 billion with about 206,000 hours as an estimated sync time. Now that’s going to occur because this is trying to create all those tasks. But as we saw on a previous slide, the task is one of the last objects to be synced over. So every time an account change happens, every time a lead change happens or contact, it’s going to take precedent over that and keep pushing it back. So these are things to look out for. These are basically your red flags that some stuff’s going stop singing over for a while. And one other note I wanted to see, talk about on this slide as well. A really helpful thing, you know, I think a challenge that a lot of people have is like their database limit. Now, you always want to talk internally about, you know, let’s say our database limits 250,000. We keep hitting that we keep hitting the those specific numbers and you know, suddenly have 260,000. We need to leave some people we have 270,000. We need to delete some people because you’re going to get those compliance emails. One thing that we can send as a follow up as well is a basically a custom sync filter. You can create this custom sync filter from in a Salesforce side on the lead and contact sync it over to the Marketo sync user, or open sync it to Marketo by opening the visibility to the sync user. And then you’ll open a support this is our sync filter. Basically what it says in an example would be do not sync to Marketo is true, then we don’t want that lead, excuse me to come over from the Salesforce side into Marketo. So you could essentially take a bunch of people where you’re like, hey, we don’t have valid email addresses, these people no longer work at the company, or you know, their contacts, but we just like don’t have an email address for them at all. We don’t need them in Marketo because we can’t email them. If I can’t email someone in Marketo, then what’s the point, right? What I would want to do is mark all those as do not sync to Marketo is true. You can do that on Salesforce side or the Marketo side. What that does is it basically says, hey, you know, let’s say there’s a fence between the Marketo and Salesforce sync, you just toss that lead over and say, hey, we no longer want to have access to this lead anymore. And then you can delete it from Marketo. And it won’t come back to Marketo from Salesforce. If you want more information on that, please let us know.

So that’s, that’s just going to be an important piece there. I do see one question in there for from Sibs. So and I know there’s a few other questions, we’re gonna try to get to as many as we can. So what does the skip count represent in this context? In that context, let me see if I can find that specific field. Should be this one here. So skip, like I was saying means that the there was a data value change that changed the Sysmod timestamp on that object. Essentially, that means that Marketo does not have access to the data value change that occurred. So skip action, I’m not worried if these numbers are huge, I would be worried on the Salesforce side, say what’s happening every single day, and all this stuff is like going haywire, but I wouldn’t be too worried.

Now let’s pop into a demonstration. If you want to change that, I think I should be able to, Jeff, if you want to pop us into the demo piece. Cool. I’m gonna take a sip of coffee. Been talking, I hope you enjoy getting talked at this whole time.

Okay, cool. Let me share my screen. We are going to share the admin section of Marketo and throw some thumbs up in the chats if you can see my Marketo.

Cool. Thank you very much. Okay, cool. So within admin, this specific sandbox is our sandbox for the specific team that we have. I’m not logged in as a ghost user. I’m just an admin. So should be good to go. This is kind of the same view that you’ll see. So as I’m going through here, I’m going to scroll down on the left and see Salesforce. You can also see the Salesforce object sync. You’ll see that there’s a couple of custom objects in here that we have synced over. One would be like example custom object number 55. And that’s going to be like a data value change. We have some, like it’ll pick up data value changes related to this. Quick note on custom objects, they can sound daunting. I think I avoided them for a long time because I was like, listen, I’m not in the business of learning new things about custom objects. I want to make sure everything else is like nailed down first. But an example here, let’s say that this custom object is like dogs. Okay, so James, or, you know, your lead record, let’s say it’s James has two dogs. And then you can have one record with multiple relationships for that custom object, and then different fields related to that. So maybe that field would say, you know, custom text, one custom day one, this is like the date that I adopted that dog, or this is the name of that dog, or this is the, you know, the gender of that dog. So you can have multiple dogs, or you can even say like cars or something like that. So this is really good for like product level information. It’s a really good way to get around purposeful duplicates that it can kind of like blow up your, your database size as well. So if you have one person that’s related to different entities, more or less, you can create custom objects. We have some good information on this. But essentially, if you need that custom object to show up, then you can refresh the schema with custom objects. We can talk more about that another time, I do see a question there about the sync schema, that’s basically just making sure that things are trued up between the fields that you have access to and the fields that, you know, that are showing up in Marketo. So schema is just like pulling that together.

I see a question there from a friend Brooke Bartos, enabled activities there that we were looking at. And for Alicia, this is a piece, this is how you get to those sync options. I have everything set up in here. I think it’s important to see. But just for my example, running a production instance, I would not have these. But it can drain the sync pretty egregiously. I would say I probably would err on the side of not having these all synced over, I think filled out form. No, maybe click link in sales email, this would be if you have like, Marketo sales insight, I would say received and open. You know, if someone on the sales team wants to know, hey, show me these activities where, you know, the emails that that my customers are getting, I would probably with a straight face, tell them that they should focus on their job, which is selling and I’ll focus on my job, which is making sure the right people get emails.

Your sales reps don’t need that. That’s just me being a little contrarian to the demands from from like the sales side. I get it, they want to know what people are being sent. But at the same time, hey, do you want me to go ask you why this opportunity has been sitting there for six months and hasn’t been updated? No. All right, great. Why don’t you go do your job? I’ll do my job. That’s pretty much like the essence of it. Click link in email, remove from flow, you don’t need that added to less, you don’t need that email delivery, don’t need that, I would say like to basically nail it down to just these options here. You can also have some sending email notification like alerts on lead assignment. You can also create those specific flows where it says send alert on email assignment as well. And then I see a couple questions in there about the Do Not Sync to Marquette rule. We do have some documentation about that. We can put it in the Marchetto Nation that’ll explain that process pretty well. Yes, Brooke, you actually may be a crazy person, but in this scenario, you’re good. Okay, cool. So as I’m going through here, this is pretty much anytime I hop into a Marchetto instance, my job essentially is to go send the Marchetto instances of customers that request it and give them pieces of information that might help them work a little bit better, work a little bit more efficiently. So the first thing I’m going to do here is go to admin, Salesforce, and I’m going to make sure that the Salesforce sync is on.

Now, if you see this and it says enable sync, we can see here that this was last sync. I’m in Mountain Time. This was last synced eight minutes ago. That’s what it says at least. Or it could be currently syncing. I went into Salesforce this morning, my dev instance, and made a few changes. So that’s something that I’m hoping to see within this backlog trend and then the throughput and backlog and the sync status. Another thing here that’s really important to have are like program member custom fields. Those are fairly new. So like mine is a custom visible user group, date and time. I have that synced over here so that I can change like the response date on a campaign or something like that. It’s also very good information, some good workarounds there. I’m going to do is sync backlog trend. It looks like things are blowing up here, but fortunately, we only have four updates that are coming through. So I don’t know how I would have like half an update, but that’s just the way that it’s showing here. As we saw with one of those examples, it was like one hundred, like one thousand thousand was, you know, this is all relative. So if you have a few thousand, don’t worry about it. I saw a comment in there that you have five thousand. I wouldn’t worry about that. I think the problem is when this is when you see sync throughput and backlog. So you may have to open this up a little bit. But basically what we want to see and they probably have me on like a lower tier of just because it’s a sandbox. So it’s probably not a priority on this pod for this this account to essentially or this instance to be fast. But what we see here, I changed one of my example, custom objects under fifty five, and it’s showing that it’s sinking one per hour and then the sync backlog because it’s waiting is is one hour. Now, this is not I don’t worry about all this information here, but and I made some changes. I have a new contact that I created over there. So we have some changes there. I think a really good way to look at this is if you go to sync status, let’s edit the filter and the object type. I’m going to pull an account contact and person, which is the same thing as lead. And then the operation type, I’m going to do pull updates. So show me everything that is coming from Salesforce on these specific these specific objects. Now we have some that are skips. It could be fields as the fields that we don’t have access to. And then we might have some new ones. If I did it in time, they could have not come in yet. So just like new contact records that have come over. So that’s one thing. You can also look at your custom objects here. Let’s we can reset this. It’s good because custom object, we’re only going to be getting pull updates. Now there’s some of these fields that we just we don’t have access to. So those are going to be skipped as well. And then we have one update here for a field that’s coming through. This tells me that, OK, I’m making changes on this custom object and it’s synced over. So if I go into my database. It’s create a smart list. And we’re going to do custom object 55 example. Always put these smart lists in jail tests. I don’t know who jail is, but I should have put that in a folder and been organized. So with that custom object, we have custom object is has example custom object 55 is true. And then what we’ll see here is probably my colleague Damon’s example. This is all fake data, but essentially this custom object.

And we will share this tab instead to be able to see what’s going on here. We have our example company, but the custom object was updated. We have last engagement time. This one should have been updated. It probably is a little lagged behind, but then you’ll be able to see these custom objects here as well. So that let me pop back over here. That’s essentially how to look at how your how your database is doing or your sync backlog. Essentially now in the database, you can pull those smart lists. Field management’s a really good one as well. Let’s find a specific. You can see if something’s actually being synced over or not. We have some program member info. Let’s look at, you know, longitude and latitude. These are super helpful fields. Obviously that’s sarcasm. I don’t think that it’s it’s essentially helpful, but this we can see that latitude is pulling from the CRM field mapping on the Salesforce lead. And this is the specific field mapping. Let’s go and look at the Salesforce custom fields. So current sales campaign, this is going to be on the contact and the lead. And then we also have it on the account. We can see with the A here, if this is something that you really, I mean, if you have one person on the account and they’re being added to a sales campaign, okay, wonderful. But I probably wouldn’t want this on the Salesforce account synced over. So what I would do is ask my sales ops person or Salesforce admin to remove this field’s visibility from the Salesforce account. And then after, you know, the schema essentially gets synced on its own, you’ll see that this is empty. And so when this is empty, we can go ahead and say, all right, it’s not being used by anything. It’s not being synced over from Salesforce. Let’s go ahead and hide this field. If you hide this field here, it doesn’t do anything to the CRM sync piece. So you can still get a huge backlog coming through from the CRM field map. Even if it’s hidden on the Marketo side, the benefit of hiding these, I wouldn’t even worry about like deleting them, just hide it, it basically just means that your Marketo instance is not sequencing that field anymore. And it’s going to be a lot easier on the system. Here’s our example of the do not sync to Marketo, it’s on the lead and contact.

So we have a few things that we’re working on with that for some like, some workarounds excited to, to work on that and share a blog post about it. But do not sync to Marketo, here’s our field that we have set up as a as a filter, so that we can basically unsync the Marketo in Salesforce leader contact, and then leave them in Salesforce and delete them from Marketo. Cool. And I will stop sharing here. It looks like we have about 10 minutes left for some q&a. I know we’ve this has been pretty conversational. We’re going back and forth a little bit in the chat there. I love that. If you all know me, then you know that I’m very conversational here. But yeah, I’m Jeff, some questions that have come through that you want to that you want to focus on? Yeah, we definitely do. Thank you so much, James. That was incredible. All right, everyone. So I mean, as promised, I want to go over a few questions that you have submitted to us today. Let’s start off with what’s the best way to set up the sync long term so campaign member information is preserved, but not bloated? Yeah, that’s a good question. So the campaign member information is again going to be on the lower priority there. So if you want to make sure that that campaign member is is sinking in a timely manner from market to Salesforce, or from Salesforce to Marketo, you want to make sure that all the other objects are also pretty clean. So you’re not getting like, every single night, you know, this sixth sense field or this other zoom info field or enrichment field is, is sending over 20,000 updates. When it does that, it’s just going to push it further back. So I think setting it up in a scalable way, as like a as like a larger statement. Essentially, a big piece of that is just being careful, just like kind of pick and choose the fields that you pushed over. I think a big part of that is having a data dictionary. Again, that field like COVID-19 notes don’t need that field in there anymore. Probably not making updates to that field. So yeah, when you set up the sink, just be careful, you can always add more fields, you can always like take some of those fields away. So it’s not like anything’s like set in stone, the only thing set in stone that I probably should have mentioned earlier is that you can only sink one Marketo instance to a Salesforce instance. Or you can only sink one Salesforce instance to a Marketo instance, Salesforce can look at multiple Marketo instances. Marketo can only look at one Salesforce. So don’t like sink your sandbox, and then expect that you can just like rip it out and then replace it.

And on that note, is sinking instantaneous? Or is there a delay? And if there is a delay, how long is it? Yeah, I mean, it’s, it’s usually every if there’s not a backlog, there’s usually it’s like an every five minute thing. But if you use those sync to SFDC flow steps, it’s going to be quicker than that. I would use that for things that have like a time limit on them. Let’s say someone fills out a form, it’s a demo form on your website. And you’re like, okay, I need to get these leads over to this sales rep, or I need to get them into routing or something like that immediately. I would package that information within, you know, a two minute time span or something like that, and then sync to SFDC. That’ll be in there immediately. Got it. And how do we stop contacts from re-sinking into our Marketo database? Yeah, that’s going to be that custom sync filter. And I see we have another question about that specifically, like with a custom, like active inclusion versus active exclusion. My you can do it either way, my favorite way to do it is do not say to Marketo is true. That way that your default value when there’s like a new record created, you don’t have to set that default value to be true. If it’s like sync to Marketo is true, you leave the default value is false. That just makes it a little easier.

Lift on the side of essentially like a side of the sales apps team to say, Oh, we have to go through and mark all these as true before we have support turn this on. So you want to be careful about that. You can get in into a little bit of a kerfuffle of with, with duplicates coming through if you don’t do that correctly, the right time. So reach out, we can always chat about it. Got it. That is a good segue into this one question we had, which is what is the best way to manage duplicate contacts in Salesforce? Yeah, I mean, Mark, so the way that it works with Salesforce is that your Marketo architecture and duplicates, things like that are only going to be as clean as the data that you have in Salesforce. Unfortunately, you know, Salesforce is usually the, as a CRM is like the source of truth for your leads and contacts and things like that. So if Salesforce says, Hey, this is a new record market is not de duping when it form fill things like that, like other, all the other ways that someone can come into the system, Marketo is going to do. But a good way to do that is like, don’t let people create duplicates in Salesforce and have a de duping tool on the Salesforce side, because what that’ll essentially do market will respect that merge. There’s really not a way to do you can you can pay for auto merge as a professional service on the Marketo side to do some de duping. Or you can take people manually and say, Oh, I have like, three Jeff, you McWannas in here, I’m going to like merge them all together. That’s not super scalable. So de duping de duping from the Salesforce side, just like try to limit how those those duplicates are coming in, it’s kind of a little bit of a whack a mole. But if it wasn’t a taxing job, we wouldn’t have the job security that we have. Totally. I think we have time for one last question. What are best practices for monitoring and troubleshooting errors? Do you have any recommendations on having a bidirectional sync or maybe limiting web contacts from Salesforce can come into Marketo? Yeah, I mean, so the second part of that, like limiting who comes into Marketo, uh, my my general idea unless I’m like tracking website or doing like SMS messaging, if there’s no essentially if there’s no email address, or I have an invalid email, the chances of that changing through like a marketo form, or, or, you know, because obviously, we’re de duping on email address. So if it’s like, let’s say it’s just lead on Adobe calm, and there’s no at symbol, if I go in and fill out a different form and say, lead them added ob.com, it’s going to be a new lead that comes in anyway. So unless you have like a merging system was able to pick that up, I would just not want those in Marketo, I don’t want to pay for those leads to be there. So that’s a big piece. Like if you can email them, what’s the point? That’s also like a blanket statement that I know has some arguments to it. So don’t come at me. Or, or do and we can totally chat because I love I just love talking shop, obviously. And then the other piece, what was the first part of that question? It was? It was best practices for monitoring and troubleshooting errors. Yeah, so the errors, you can’t really like trigger off of that. What I would love is if you could like trigger off of a Salesforce error and send an email alert, really, the best way to do it is to look at the bill in the top right of your market own sense, or go to the Salesforce tab and look at the sinkers and see, it really is like a little bit of a whack a mole. It’s like, okay, this one failed to sync to Salesforce, because the country isn’t the right value. It’s us and so United States or the state is CA instead of California. So then what you want to do is like, set up a recurring batch, maybe to one in the morning, one at night, and then to change that data value to the way that that Salesforce wants to ingest that data, and then work backwards and say, Hey, where did this this person come from? If it’s your, your forms internally, or your local forms, you want to choose values that people are filling out. If it’s like a LinkedIn lead gen form, or from Facebook, or something like that, or like your content syndication partner, you want to make sure that those lists or those API connections, you’re able to set those data values at the source, or set up those recurring batches or trigger campaigns that will basically do that when someone comes into the system.

Perfect, James, thank you so much for all of the insight. We’ll definitely appreciate it. This is one of those sessions that I think is just immediately super helpful for customers, you know, so glad it’s in the weeds. It’s in the weeds, I will say. Yeah. Well, I also thank you everyone for joining. I want to quickly wrap us up today. On this screen, we have a few survey questions for you, as well as one last opportunity to request more information on performance tiers. And as a reminder, you will receive the recording of today’s event in an email from us in 24 hours. But that is all for us today. Thank you all again for attending. Have a great rest of your day and we look forward to seeing you at one of our upcoming events. Thank you, everyone. And thank you.

Thank you.