Connect Marketo to Salesforce: 2 Easy Methods

on Activate, Data Integration, ETL, Hevo Activate, Tutorials • September 9th, 2020 • Write for Hevo

Marketo to Salesforce

Are you struggling to find a simple step-by-step guide to help you connect Marketo to Salesforce? Do you want a simple fix? If yes? You’ve landed at the right place. Follow our easy guide to help you integrate Marketo with Salesforce in no time. It will help you take charge in a hassle-free way without compromising efficiency. 

Upon a complete walkthrough of the content, you will be able to successfully integrate your data from Marketo with Salesforce for a fruitful analysis. It will further help you build a customized ETL pipeline for your organization. Through this article, you will get a deep understanding of the tools and techniques being mentioned & thus, it will help you hone your skills further.

Table of Contents

Introduction to Marketo

Marketo Logo.

Marketo is a SaaS (Software-as-a-Service) based marketing automation software that helps companies automate and measure marketing engagement, tasks, and workflows. With Marketo, B2B and B2C marketers can target qualified leads, create lead-to-revenue opportunities, and run personalized and automated marketing campaigns across multiple digital channels.

Marketo can work across multiple digital channels, including email, mobile devices, website, video, and search advertisements to automate marketing campaigns and lead generation for marketers.

For further information on Marketo, you can check the official website here.

Introduction to Salesforce

Salesforce Logo.

Salesforce is a customer relationship management (CRM) product that brings companies and customers together. It’s an integrated CRM platform that provides all your company departments with a single, shared view of each customer. Before Salesforce, companies would host their CRM solutions on their server, and hence it took a lot of time and cost to have their CRM solutions set up correctly.

Salesforce offers a fully cloud-based and affordable CRM software, allowing companies to move everything to the cloud.

For further information on Salesforce, you can check the official website here.

Methods to Integrate Marketo to Salesforce

Method 1: Using Marketo CRM Sync to Integrate Marketo to Salesforce

Integrating Marketo to Salesforce, using the in-built Marketo CRM Sync functionality is one such way. Marketo CRM Sync allows users to connect with Salesforce by creating a Salesforce sync user with specific permissions and then use the security token to establish the connection.

Method 2: Use Hevo Activate to Seamlessly Integrate Marketo to Salesforce

Hevo Activate provides a hassle-free solution and helps you directly transfer data from Marketo to Salesforce without any intervention in an effortless manner for free. Hevo Activate is fully-managed and completely automates the process of not only loading data from your desired source but also enriching the data and transforming it into an analysis-ready form without having to write a single line of code. Hevo’s pre-built integration with Marketo and Salesforce (among 100+ Sources) will take full charge of the data transfer process, allowing you to focus on key business activities.

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Prerequisites

  • Working knowledge of Salesforce.
  • Working knowledge of Marketo.
  • A Marketo account.
  • A Salesforce account.
  • Access to Salesforce APIs.

Methods to connect Marketo to Salesforce

There are multiple ways by which you can connect Marketo to Salesforce and easily load your data to Salesforce:

Method 1: Using Marketo CRM Sync to Integrate Marketo to Salesforce

Marketo allows users to integrate their data from Marketo to CRMs such Salesforce, using its Marketo CRM Sync functionality. This method requires to create Salesforce sync user profile, provide permissions for both fields and profile and successfully connect using the security token.

You can implement this using the following steps:

Step 1: Adding Marketo Fields to Salesforce

Marketo makes use of a set of data fields to capture market-related information. To add fields to Salesforce, you first need to create fields such as “Score”, “Acquisition Program”, “Acquisition date”, etc.

Login to your Salesforce account, with your credentials such as username and password, and click on the setup option. Once you’ve logged in, click on the customize option from the build menu on the left and choose the leads option.

Build menu.

Click on new, in the custom fields and relationship section.

New Field.

Select the appropriate field type and choose between, “Score”, “Acquisition Program” and “Acquisition Date”. For the “Score” field, it should have a numerical value, for the “Acquisition Program” field you need to add text and for the “Acquisition Date” fields, you must provide a date along with time.

Once you’ve selected correct field type, click on next and provide the label, length and name for your field. You now need to set up the access settings. Ensure that you’ve set all roles to visible and read-only.

Manage Field Permissions.

Ensure that you have selected “Read-only” checkbox for your user profile. In case you’re using the system administrator or a custom profile, as your sync user, you don’t need to choose this box. Select the page layout option, that displays your fields and click on the “save and new” button. You now need to perform the same operation for the other two fields.

Save and new option.

Step 2: Mapping Custom Fields

To transfer data, every time a conversion occurs, you must map a custom field on a lead Salesforce object to contact field, used on the contact object.

To do this, click on the setup button from the top right corner of your screen. Search for fields in the “nav search” option. Once the fields option appears on your screen, select it and click on the map leads field option, found in the lead custom fields & relationships section.

Map Lead Fields option.

From the drop-down list, choose the associated custom field and click on save. To complete the mapping process, you must perform the same operation for other fields as well.

Mapping custom leads.

Step 3: Creating a Salesforce User Profile for Marketo

Creating a Salesforce user profile requires you to have privileges of a Salesforce administrator. You can use the following steps to create your Salesforce profile:

Setting Up the User Profile

To create the user profile, click on the setup option and the search for profiles using the “nav search”. Select the profiles option and click on new.

User Profiles Setup.

To create the user profile, click on the setup option and then search for profiles using the “nav search”. Select the profiles option and click on new. Select standard user as the profile type and name your profile as “Marketo-Salesforce Sync”.

Configuring Permission for the User Profile

To set permissions for your profile, click on edit and check the “API Enabled”, “Edit HTML Templates”, “Manage Public Documents”, and “Manage Public Templates” boxes.

Configuring user profile permissions.

Ensure that the “Edit Events”, “Edit Task” and “Convert Leads” options, which are found under the general user permissions section are also checked.

Similarly, ensure that the edit, read, create and delete option are checked for the “Accounts”, “Campaigns” and “Contacts” fields, found under the standard objects permissions section and then click on the save button found at the bottom of your screen.

Save Option.
Configuring Field Permissions

To configure the field permissions, open the field level security section, found in the profile detail page. Click on view to edit the accessibility of “Lead”, “Contact”, “Account” and “Opportunity” object.

Setting up Field Level Security.

For every object, click on the edit option and ensure that read and edit access is not checked for unwanted fields. Click on save.

Creating a Marketo-Salesforce Account

Search for manage users in the type bar and select the users’ option. Click on new user and provide all the necessary details. Select the Salesforce user license, and click on save.

This is how you can create a Salesforce user profile for Marketo.

Click here to check out the method of using Hevo Activate that will let you integrate Marketo with Salesforce in an automated and hassle-free manner, without having to go through such a tedious setup process

Step 4: Retrieving the Security Token for Sync User

Log in to Salesforce as a Marketo sync user. Once you’ve logged in, click on the name of the sync user, and select my settings option. Using the quick find field, search for reset, and select the reset my security token option.

Searching for the reset security token.

Once, you’ve found the option, click on the reset security token button. The security token will now be sent to your registered e-mail Id.

This is how you can retrieve the security token for your sync user.

Step 5: Setting up Credentials for the Sync User

To set up sync user credentials, log in to Marketo with your credentials, such as the username and password. Once you’ve logged in, click on the admin option from the panel on the left. Select the CRM option, and click on the sync with Salesforce option.

Connecting Marketo to Salesforce by adding sync user credentials.

Provide the credentials for your Salesforce sync user, that you’ve just created and then click on the confirm credentials option.

Step 6: Enabling Salesforce Sync

Once you’ve set up the credentials for your Salesforce sync users, click on the start Salesforce Sync button and then, click on the start sync button.

This is how you can connect Marketo to Salesforce using the Marketo CRM sync functionality.

Limitations of this method

  • The process of creating a sync between Marketo and Salesforce is complex and takes a long time. 
  • The two systems can go out of sync as a result of many factors including expired password, incorrect field permissions, fields not mapped correctly to Marketo, etc. 

Method 2: Use Hevo Activate to Seamlessly Integrate Marketo

Hevo Logo.

Hevo Activate helps you directly transfer data from Marketo and various other sources to CRMs such as Salesforce, various SaaS applications, data warehouses and a lot more, in a completely hassle-free & automated manner for free. Hevo Activate is fully-managed and completely automates the process of not only loading data from your desired source but also enriching the data and transforming it into an analysis-ready form without having to write a single line of code. Its fault-tolerant architecture ensures that the data is handled in a secure, consistent manner with zero data loss.

Hevo Activate takes care of all your data pre-processing needs and lets you focus on key business activities and draw a much powerful insight on how to generate more leads, retain customers and take your business to new heights of profitability. It provides a consistent & reliable solution to manage data in real-time and always have analysis-ready data in your desired destination. 

Check out what makes Hevo Activate amazing:

  • Real-Time Data Transfer: Hevo Activate with its strong integration with 100+ sources, allows you to transfer data quickly & efficiently. This ensures efficient utilization of bandwidth on both ends.
  • Data Transformation: It provides a simple interface to perfect, modify, and enrich the data you want to transfer. 
  • Secure: Hevo Activate has a fault-tolerant architecture that ensures that the data is handled in a secure, consistent manner with zero data loss.
  • Tremendous Connector Availability: Hevo Activate houses a large variety of connectors and lets you bring in data from numerous marketing & SaaS applications, databases, etc. such as Asana, JIRA, Hubspot, Marketo, MongoDB, Oracle, Salesforce, Redshift, etc. in an integrated and analysis-ready form.
  • Simplicity: Using Hevo Activate is easy and intuitive, ensuring that your data is exported in just a few clicks. 
  • Completely Managed Platform: Hevo Activate is fully managed. You need not invest time and effort to maintain or monitor the infrastructure involved in executing codes.
  • Live Support: The Hevo Activate team is available round the clock to extend exceptional support to its customers through chat, email, and support calls.
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Conclusion

This article introduces you to the various methods that can be used to connect Marketo to Salesforce. It also provides in-depth knowledge about the concepts behind every step to help you understand and implement them efficiently. These methods, however, can be challenging especially for a beginner & this is where Hevo Activate saves the day. Hevo Activate helps you directly transfer data from a source of your choice to a data warehouse or any SaaS application, CRMs like Salesforce, etc. in a fully-automated and secure manner without having to write the code repeatedly for free. Hevo Activate with its strong integration with 100+ sources & BI tools, allows you to not only export & load data but also transform & enrich your data & make it analysis-ready in a jiffy.

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Tell us about your preferred way to connect Marketo to Salesforce! Share your thoughts with us in the comments section below.

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