Marketo and Salesforce Integration

Marketo Engage and Salesforce integration forms a seamless email marketing partnership, ensuring synchronization of your sales and marketing data.

Marketo constantly syncs with Salesforce, operating throughout the day. The synchronization process involves periodic intervals with a 5-minute pause before resuming. During a single sync session, Marketo makes 25 API calls to check if your Salesforce objects need updating.

This bidirectional sync between Salesforce and Marketo pertains exclusively to leads, contacts, and Salesforce campaigns. Any changes made in either Salesforce or Marketo in these categories are mirrored in both systems. However, all other syncs occur solely from Salesforce to Marketo.

To sync a Marketo field to Salesforce, follow these steps:

Click Edit.
Select the Visible checkbox for the desired field, then click Save.
During the next sync cycle, Marketo recognizes the field and initiates the syncing process. Existing values in Salesforce fields are not immediately mirrored in Marketo; they sync during the subsequent record update.

For optimal syncing between Salesforce and Marketo, adhere to best practices:

Sync only the necessary SFDC opportunity fields.
Sync both standard and custom fields.
Avoid altering the label of a synced SFDC field, as Marketo may not recognize the change.

Marketo and Salesforce Marketing Cloud catered to different marketer needs initially, with Marketo primarily designed for Business to Business (B2B) solutions and Marketing Cloud positioned as a Business to Consumer (B2C) platform.

Integrating Marketo with Salesforce enhances the sales process, streamlining the work of the sales team to identify and channel leads more efficiently through the sales funnel.

Marketo is one of many marketing automation platforms that can be integrated with Salesforce.