Post on 11-Apr-2017
Using a Specialized Integration Platform for your Marketo & Dynamics CRM Integration
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Paul WilsonSolutions Architect, Perkuto
Zak PinesVP Marketing, Bedrock Data
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Agenda
1. Limitations of Native Connector [recap from last session]2. 7 Reasons to use a specialized platform for Marketo-Dynamics3. Q&A / Discussion
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Zak
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Quick Recap of Last Session
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Limitations of Native Marketo-Dynamics Connector 1. No data de-duplication from Dynamics into Marketo for new Marketo leads
2. No workflow management
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3. GUIDs are a scramble of characters (not lookup values)
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7 Reasons to Use a Specialized Integration Platform
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#1 Microsoft uses a 3rd party integration for their Marketo-Dynamics connection!
In Microsoft’s case they have built a custom integration That’s not necessarily the answer! (too costly)
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#2 Seamless multi-directional sync handles new records in BOTH directions
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Does the record exist in Marketo?
YES NO
New Lead or Contact ● Sales Prospecting● Inbound Call ● Referral● New Contact at Account
No Duplicates | No Workarounds
#3 Pushing interesting moments as closed tasks to Dynamics
● Completed tasks in Dynamics● No plug-in/separate interface● Report on data via Dynamics
Marketo - Dynamics Integration
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#4 Work with lookup field values in Dynamics
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Work with data in Marketo using “real world” names
A character scrambleVS.
#5 Manage workflows without involving CRM admin
Data-Driven Triggers
● Convert leads● Add to lists
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#6 Managing multiple / mixed instances
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● Mixed environments● Multi geo’s or biz units● Acquisitions● Specialized CRM for
BDRs & Sales teams
#7 Full-time dedicated support around data integration
● Continuous development releases● Focused development● Immediate support
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Specialized Integration Provider Marketing Automation Provider
● Competing for scarce development resources● Infrequent updates● Competing for support resources
Recap - Integration Platform Win-Win for Marketo & Dynamics AdminsFor Marketo Admins:
● Work with lookup field values (e.g. business unit), not long ID values
● Stronger confidence in no dupes ● Manage workflows without needing CRM
admin ● Manage multiple instance or mixed
environments● Focussed support & development around
integration
For Dynamics Admins:
● Avoid marketing data clutter forced by a full sync (excess leads in CRM)
● Interesting moments as closed tasks opens up CRM reporting/analytics
● Manage multiple instance or mixed environments
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Visit Bedrock Data Marketo-Dynamics Webpage
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www.bedrockdata.com/marketo/marketo-and-dynamics-integrations
What are your preferred next steps?[Poll]
A) I’d like to have a conversation about improving my Marketo-Dynamics connection
B) I’m interested in scheduling a 1:1 Demo of Bedrock Data to achieve what’s been discussed today
C) I’d like to attend a March webinar and get a deeper dive demo of Bedrock Data then
D) No next steps at this time
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DiscussionQ&A
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@ success@perkuto.com
w perkuto.com
fb.com/perkuto
twitter.com/perkuto
Thank you!Zak Pines
VP, Marketing, Bedrock Datazak@bedrockdata.com
Paul WilsonSolutions Architect, Perkutopaul@perkuto.com