RingLead + Marketo Best Practices

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RingLead + Marketo Best Practices

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There are many Marketo users who are proponents of a partial database sync. A partial sync means your Marketo database holds all marketing qualified leads (MQL) which are pushed into a CRM database that contains a subset of sales qualified leads (SQL).

The typical scenario calls for records to be pushed from marketing automation into CRM when they’ve reached a specified Lead score – or when sales goes and cherry picks them because they’re having a slow day.

The alternative is a 1:1 sync – each MQL record has a corresponding record in CRM. The records should not be assigned to a sales rep; the records would instead be assigned to a marketing queue.

The partial database sync is problematic for ensuring data quality since Leads are created from a variety of different sources; some are created manually in CRM and pushed up to marketing automation, some are created in Marketo via forms, etc., and pushed back to CRM.

You can see some of the problems that this scenario would create.

Get in Sync

MQL are always created in CRM, and assigned to a queue. These Leads will not be assigned to Sales until Lead Score threshold is reached. Scenario C: How to Solve

CRM SQL MQL Queue MQL MQL MQL Marketing Automation SQL MQL MQL MQL Marketing Automation [email protected] [email protected] CRM SQL MQL MQL MQL

A new Marketing Qualified Lead (MQL) is created in marketing automation. 1

When the MQL hits a certain Lead Score, it is pushed into CRM and assigned to Sales. 2

Sales Qualified Lead (SQL) is assigned. 3

Scenario A: Perfect World

Marketing Automation [email protected] [email protected] [email protected] CRM SQL SQL MQL MQL MQL

Since the email address is not an exact match, an existing MQL is not matched uo to the newly created SQL record in CRM 3

The record is replicated in marketing automation. 2

A Lead is created in CRM via API, manual entry, or list import. 1

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The problem is, as illustrated in Scenario B, that when a record is created in CRM, there is a chance it might go unmatched with an existing record in marketing automation.

Here’s an example: a prospect spends time on your website and finally downloads a whitepaper. A few days later, they call your sales line and speak with a rep. The sales rep does his or her job by doing a search for existing records in CRM (or, better yet, they’re using Unique Entry which does the search for them as they’re typing the record into Salesforce) but the record does not exist in CRM at this stage – it only exists in marketing automation.

This problem is overcome by implementing Scenario C, which abides by a 1:1 relationship of records in marketing automation to records in CRM. The MQLs that are not yet ready for sales can simply be assigned to a marketing queue – not a sales queue or a sales rep. This is ideal for preserving data quality in CRM and marketing automation.

This section builds upon the setup instructions in the RingLead Marketo Integration. First and foremost, we strongly advise that users create a standalone Lead Routing & Management Program in Marketo. By creating modular programs that can be called from any other Marketo programs, you are ensuring that you will not have to replicate or maintain dozens of different programs that include Lead assignment logic. There is nothing worse than “debugging” your Marketo programs at 6:45 on a Thursday night while the rest of your colleagues are at happy hour. The examples below are based on our own implementation of the RingLeadMarketo integration. Please be aware that while this works for us, this setup may not work for everyone, and this is only an example, or suggestion. We use two primarily different types of queues: SDR Queue assigns a given Lead to a Sales

Development Representative in your company who is responsible for qualifying the lead and handing off to a Sr. Sales Rep.; and a Marketing Queue, which is a holding area in the CRM until the Leads are ready to be assigned to a sales person.

How to Deploy RingLead + Marketo

Lead Routing & Management

01. Sync Lead & Assign to SDR Queue

02. Sync Lead & Assign to Marketing Queue

We’ll start with the Marketing Queue leads first.

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We get a variety of marketing-qualified leads that are not quite ready to be assigned to a sales person, and so we create them in CRM. Instead of assigning these Leads to a Salesforce user, we assign them to a special queue, the Marketing Queue. This is basically a staging area for Leads until they warm up and are ready for contact from a sales person.

We’ll highlight again that this is a separate Marketo Program that can be called from other marketing programs (eg. Ebook Downloads, Webinar Registrations, and more) so that assignment rules can easily be maintained.

Assigning Leads to the Marketing Queue

02. Sync Lead & Assign to Marketin... Smart List Flow Schedule Results

New Campaign Actions View Campaign Members

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Add Constraint

Source: is Marketo Flow Action

Campaign is Requested

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When the Campaign is requested, the Flow steps are as follows:

We employ some logic to account for existing Leads in the system. First, if the Lead Owner Last Name is empty, that means that the Lead is owned by another Queue. If that is the case, we are OK with the Lead being reassigned from that Queue to the Marketing Queue.

If the Lead Owner Email Address is someone from our marketing team or a past employee, we will also allow that Lead to be assigned to the Marketing Queue.

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Duration: 5 minutes

1 - Wait

Webhook: RingLead Web-to-Lead

2 - Call Webhook

Add Choice

3 - Sync Lead to SFDC

Add Choice

If: Lead Owner Last Name

Assign To: Queue: Marketing Queue

is empty

Choice 1

If: Lead Owner Email Address

Assign To: Queue: Marketing Queue

is (10) [email protected]; amanda@r

Choice 2

Assign To: Do Nothing

--Default Choice

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For your Smart List criteria, use the “Campaign is Requested” trigger where the Source is “Marketo Flow Action”.

OK! Now, make sure you have had your coffee or midday caffeine boost before reading any further. Our flow steps need to account for:

Depending on your sales process, you may wish to change the rules that we have laid out below, but that’s up to you. Remember that this setup is only a suggestion.

In our flow steps, we acknowledge Leads owned by a queue first and foremost. After waiting 5 minutes for the record to sync from Marketo over to Salesforce, we call the RingLead webhook. Then we employ logic to assign as follows:

If Lead Owner Last Name is empty, that means that the Lead is owned by a Queue. So, we can assign the Lead to the SDR Queue. Once the Lead hits the SDR Queue, it will be randomly distributed by our lead routing app. There are many great lead assignment apps for Salesforce out there, but we use EZ Assign by Adaptus (QLocal) because it’s very flexible and has a few additional features that we require like load balancing, assignment times, priority, etc.

If the Lead Owner is someone from our management team, or, an employee who is no longer with the company, we allow that Lead to be reassigned to the SDR Queue which is then distributed randomly to someone on our sales team.

Assigning Leads to Sales

Leads that are owned by a Queue

Leads that may be owned by an inactive Salesforce user (hey, it happens), a nonsales employee (management, marketing, etc) Leads that are already owned by a sales user.

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Add Constraint

Source: is Marketo Flow Action

Campaign is Requested

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You may wish to build additional queues for distinct business units, regions, etc. which is all possible with this modular lead routing Program and Smart Campaign configuration.

You will notice that the default choice is --Do Nothing-- which is fine because all sales notifications and/or task assignments will be routed to the original Lead or Contact owner.

01. Sync Lead & Assign to SDR Queu... Smart List Flow Schedule Results

Collapse All Expand All

Duration: 5 minutes

1 - Wait

Webhook: RingLead Web-to-Lead

2 - Call Webhook

Add Choice

3 - Sync Lead to SFDC

Add Choice

If: Lead Owner Last Name

Assign To: Queue: SDR Queue

is empty

Choice 1

If: Lead Owner Email Address

Assign To: Queue: SDR Queue

is (10) [email protected]; amanda@r

Choice 2

Assign To: Do Nothing

--Default Choice