Integrating Salesforce and Marketo Data: 10 Easy Steps

Shruti Garg • Last Modified: December 29th, 2022

Salesforce and Marketo integration

Are you looking for a solution to integrate Salesforce and Marketo data? We have you covered. We will take you through the steps involved in integrating data from Salesforce to Marketo and also show you an easy way to analyse this integrated data. 

Here is what you will be looking at:

Introduction to Salesforce

Salesforce Logo

Salesforce is the most popular SaaS-based Customer Relationship Management (CRM) tool. It provides an entire suite of resources for customer service. It provides in-built applications for sales, accounts, marketing, servicing, leads, opportunities and more. It helps you maintain relationships with customers by storing customer data, contact data as well as marketing data. Moreover, it seamlessly manages integration with other platforms.

Salesforce thus lets you curate a custom solution tailored to your business requirements. It employs a pay as you go policy, making it feasible and an attractive choice for many businesses. With the ever increased focus on the customer, it is essential to nurture and grow your relationships with your customers, Salesforce simplifies this process exponentially.

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

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.

Integrating Salesforce and Marketo

The connection between Salesforce and Marketo is bidirectional solely for leads, contacts and Salesforce campaigns. For these situations, the changes made in either Salesforce or Marketo will be reflected in the other system as well. Every other sync takes place from Salesforce to Marketo only. 

The different elements that can be synced include:

  • Leads
  • Contacts
  • Accounts
  • Users
  • Opportunities
  • Salesforce campaigns
  • Custom objects
  • Activity

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Setting up Salesforce and Marketo Sync


  • Access to Salesforce API’s

Step 1: Adding  Marketo Fields to Salesforce

The following steps must be performed add the three custom fields in Marketo to Salesforce. You can start with Score.

1. Sign into Salesforce and click on Setup.

2. From the Build menu on the left side, click on the Customize option and choose Leads. Then click on Fields.

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

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

5. Click on Next.

6. Insert the Field Label, Length, and Field Name for the field.

7. Click on Next.

8. You must configure the access settings and click on Next:

  • Fix the roles to Visible and Read-Only except for the profile of your sync user and system administrator.

9. Select the page layouts that should show the field.

10. Click on Save & New to return and produce each of the other two custom fields. Click on Save with you finish all three.

11. From the Build menu on the left side of the page, click on Customize and choose Contacts. Then click on Fields.

12. Repeat steps 3 through 10 for the Score, Acquisition Date, and Acquisition Program fields on the contact object,similar to the lead object.

13.You can also use the above procedure for any additional custom fields from this table if required. 

Step 2: Mapping Custom Fields for Conversions

Any custom field on the lead object in Salesforce should be connected to a contact field on the contact object to enable data to be carried over when a conversion happens.  

1. In the upper right corner, click on Setup.

2. Write “Fields” into the Nav Search without pushing Enter. Fields will appear under the different objects; Click on Fields below Leads.

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

4. Click on the drop-down list near the field you want to map.

5. Choose the corresponding contact custom field. Repeat the earlier steps for all the fields you have created.

7. Click on Save after you are done.

Step 3: Creating a Profile

1. Click on Setup.

2. Enter “profiles” into the Nav search bar and click the Profiles link.

Searching for Profiles
(Image source:

3. Click on New.

Adding a new profile
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4. Choose Standard User, name the profile “Marketo-Salesforce Sync” and click on Save.

Step 4: Set Profile Permissions

1. Click on the Edit option to configure the security permissions.

Setting up Profile Permissions
(Image source:

2. In the Administrative Permissions section, ensure the following boxes are ticked:

  • API Enabled
  • Edit HTML Templates
  • Manage Public Documents
  • Manage Public Templates
Administrative Permissions section
(Image source:

3. In the General User Permissions section, ensure the following boxes are indicated:

  • Convert Leads
  • Edit Events
  • Edit Tasks

4. In the Standard Object Permissions section, ensure that Read, Create, Edit, and Delete permissions are indicated:

  • Accounts
  • Campaigns
  • Contacts
  • Leads
  • Opportunities 

5. After you are done, click on Save at the lower end of the page.

Step 5: Set Field Permissions

1. Navigate to Field-Level Security section in the profile detail page. Click on View and set the accessibility for the objects:

  • Lead
  • Contact
  • Account
  • Opportunity

2. For every object, click on Edit.

3. Locate the fields that are not required, ensure that Read Access and Edit Access are not checked. Click on Save after you are done.

5. Once you have disabled all the unneeded fields, you must check Read Access and Edit Access for the following object fields. Click on Save after you are done.

AccountType field
EventAll fields
TaskAll fields

Step 6: Create Marketo-Salesforce Sync Account

1. Enter “Manage users” into the Nav search bar and click on Users.  Then click on New User.

2. Fill in the needed fields. Then, select the User License: Salesforce and the Profile that you already made. Click on Save after you are done.

Step 7: Retrieve Sync User Security Token

 1. Sign in to Salesforce with the Marketo Sync User, click on  My Settings under the sync user’s name.

2. Search for “reset” and click on Reset My Security Token.

3. Click on Reset Security Token.

Note: The security token will be sent to you by email.

Step 8: Setting Up Sync User Credentials

1. In Marketo, navigate to Admin, click on CRM, and select Sync with

2. Input the Salesforce Sync User credential earlier and click on Sync Fields.

3. You’ll see a warning, click on Confirm Credentials.

Step 9: Start Salesforce Sync

1. Click on Start Salesforce Sync to start the Marketo-Salesforce sync.

2. Click on START SYNC.

Step 10: Verifying Sync

1. In Marketo, click on Admin > Salesforce. 

2. The sync status is visible in the upper-right corner.  It will show one of three messages: Last Synced, Sync in Progress, or Failed.

This is how you can set up the Salesforce and Marketo integration.


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Tell us about your experience of setting up Salesforce and Marketo integration. Share your thoughts in the comments section below!

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