Marketo Integration Setup Guide

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2 Table of Contents About the RingLead Integration with Marketo Create the Marketo Webhook - Response Mapping - Configure Webhook Response Mapping Create the Marketo Program and Campaign - Create the Marketo Program - Salesforce Tasks created by RingLead - Salesforce Contacts created by RingLead in existing Account - Setup Changes for RingLead to create New Salesforce Contacts - Salesforce Changes - RingLead Changes - Marketo Changes - Create the Smart Campaign Page 2 of 30

3 About the RingLead Integration with Marketo Using RingLead Unique Web-to-Lead in conjunction with Marketo, clients will be able to further streamline their lead management process and maintain a cleaner database. Getting Started To get started, log in to RingLead, click the Web-to-Lead tab and select the appropriate Web Form Script from the dropdown and click Go. To the right of the Marketo logo, click Get Started with Marketo Integration. Page 3 of 30

4 Home Unique Upload Web-to-Lead Unique Entry Data Cleanse Support Setup Declone Web-to-Lead configuration settings for RingLead Test - John General Information First Time using Declone Web-to-Lead? View the Quickstart Guide Description: Salesforce Username: Web Form Script #1 Declone Web-to-Lead Script (1) A description of the web forms processed by this web form script. Example: Website marketing forms Login successful. User is valid. Example: (enter the Salesforce login Username above, typically a Marketing User or System Administrator profile) Salesforce Password: Web Form Field Names: Salesforce Web-to-Lead names (default) Learn more about Web Form Field Names Link to Salesforce Sandbox: Form Action URL: This Web form script os NOT configured to be connected with a Salesforce Snadbox organization. Learn how to point this RingLead Script to a Salesforce Sandbox (provide your webmaster with the Form Action URL above) Update Advanced Configuration - Learn more in the Declone Web-to-Lead Advanced Options Guide New and Matching Leads, Contacts and Account Settings Configure field actions, Campaigns, search logic, new Lead creation, auto-response and more. Configure Options for Matching Leads, Contacts and Accounts Task Settings Change the options for the Task Activity created for the owner f the Lead, Contact, Opportunity and/or Account. Configure Task Settings Partner Integrations R Automation and Lead Management with Marketo Using RingLead de-duplication tools in conjunction with Marketo, clients will be able to further streamline their lead management process and maintain a cleaner database. Get Started with Marketo Integration Automation and Lead Management with Eloqua Using RingLead de-duplication tools in conjunction with Eloqua, clients will be able to further streamline their lead management process and maintain a cleaner database. Get Started with Eloqua Integration Page 4 of 30

5 Complete the form fields and click Verify Marketo Connection. To access the SOAP API, log into Marketo, click Admin then Web Services in the left navigation. Copy the SOAP Endpoint from Marketo and paste into RingLead each of the three fields below. Marketo API Connection Login to Marketo > Admin > Integration > SOAP API SOAP endpoint Copy and paste the following fields from Marketo Admin: Access Status (be sure this is Active) User ID Encryption Key Verify Marketo Connection Page 5 of 30

6 Click the red button Setup the Web-to-Lead Webhook at the bottom. Marketo API Connection Your Marketo Connection is Verified Change Marketo Connection Data Shield Webhook Enforce data standards with Data Shield. Complete the Data Shield for Marketo setup process using the Data Shield License Key below. Return to RingLead to complete the setup of your RingLead Web-to-Lead Marketo webhook. Contact RingLead for your Data Shield License Key Once you have the Data Shield License Key, click Activate Data Shield below. Activate Data Shield RingLead Web-to-Lead Webhook Unique Web-to-Lead Script Script Number Declone Web-to-Lead Script (1) 1 Setup the Web-to-Lead Webhook Approximate time to complete all steps: 15:25 minutes Page 6 of 30

7 Create the Marketo Webhook First, create a Webhook for the integration. Only one Webhook is required for Unique Web-to-Lead. Login to Marketo and create a new Marketo Webhook. Navigate to "Webhooks" in Marketo Edit Webhook 1 2 Webhook Name: Description: * RingLead Unique Web-to-Lead Prevent duplicates from web form submissions. 3 URL: * Insert token 4 Template: Insert token 5 6 Request Token Encoding: Response type: * Form/Url * XML Save Cancel Log in to Marketo > Admin > Integration > Webhooks > New Webhook 1. Copy and paste the Webhook name 2. Copy and paste the description 3. Enter the unique URL 4. Create the template (see below) Copy and paste the following template into the webhook template: first_name={{lead.first Name}}&last_name={{Lead.Last Name}}& ={{Lead. Address}}&company={{Company.Company Name}}&phone={{lead.Phone Number}}&URL={{company.Website}}&street={{lead.Address}}&city={{lead.City}}&state={{lead.State}}&zip={{lead.Postal Code}}&country={{lead.Country}}&salutation={{lead.Salutation}}&title={{lead.Job Title}}&mobile={{lead.Mobile Phone Number}}&fax={{lead.Fax Number}}&industry={{company.Industry}}&oid=00D Rmc&RL_marketo=merge&RL_marketoID={{lead.id}}&RL_new_l ead=disable&returl=sfdcid_returnerror Page 7 of 30

8 5. For Request Token Encoding, select Form/Url from the dropdown 6. For Select Response Type, select XML from the dropdown Considerations Q: Has the Field Mapping to Salesforce Standard been changed from default? Some of the standard fields above need to be changed if your forms contain fields which are not the default Salesforce mapped fields. For example, if your form contains Mailing Street instead of Address, then you much change {{lead.address}} to {{company.mailing Street}}. The mapping between a Salesforce field and its corresponding Marketo field, navigate to Admin > Field Management > Field Mapping. Use the Insert Token button above this Template field in the Webhook to update the template, such as {{company.mailing Street}}. Q: Do your forms contain Salesforce Fields which need special attention? To enable RingLead to update Salesforce fields when an existing Salesforce Lead/Contact is found, just add the field to the Marketo template above and set the field action in RingLead. Marketo Webhook Example to add at end of template: &00NC ={{Lead.Customer Number}} RingLead Field Action set after logging into RingLead: Customer Number field action set to "Overwrite" Note the "&" is to separate each field mapping in the template. The first next part is 00NC and is an example of a Salesforce Custom Field ID found in Salesforce > Setup > Web-to-Lead and the next part (following the "=" sign) is {{Lead.Customer Number}} and is an example of a Marketo Token which can be inserted with the "Insert Token" button found above the template. Response Mapping Next, create a custom field as a flag for when RingLead has processed a new Marketo lead. Navigate to Marketo Admin and Create a New Custom Field with the Type, Name and API Name below. This custom field is for RingLead to trigger Marketo to create a new Salesforce Lead if RingLead was not able to match an existing Salesforce Lead/Contact/Account. Login to Marketo > Admin > Field Management > New Custom Field and enter the following values: Type Name API Name Select String RingLead Status RingLead_Status New Custom Field Type: Name: API Name: * * * String RingLead Status RingLead_Status Create Cancel Page 8 of 30

9 Configure Webhook Response Mapping Finally, add the custom field to the Webhook. Edit the "RingLead Web-to-Lead" Webhook previously created and add and configure a Response Attribute and Marketo Field mapping as defined below. This response mapping will be used to trigger Marketo to create a new Salesforce Lead. Log in to Marketo > Admin > Integration > Webhooks > RingLead Web-to-Lead Caution: Confirm the Marketo Field 'RingLead_Status' was saved correctly. You may need to log out and back into Marketo for the Response Mapping to save correctly. Response Attribute ringlead-response.salesforce-new-record Marketo Fields RingLead_Status Edit Response Mapping Add Remove Response Attribute ringlead-response salesforce-new-record Marketo Field RingLead_Status Save Cancel Page 9 of 30

10 Create the Marketo Program and Campaign Create the Program and Smart Campaign. Approximate time to complete steps below: 5 minutes Create the Marketo Program First, create the program to prevent duplicates on all new Marketo leads. Navigate to Marketing Activities and create a new program named RingLead Processing Log in to Marketo > Marketing Activities New Program Campaign Folder: Name: Program Type: Channel: Description: * * * * Global Lead Management RingLead Processing Default Operational This program processes new leads through RingLead and prevents duplicates in Marketo using your RindLead de-duplication criteria. Create Cancel Page 10 of 30

11 Create the Smart Campaign Create a custom field as a flag for when RingLead has processed a new Marketo lead. 1) Create a new Smart Campaign in the RingLead Processing Program named Send Lead to RingLead Name Description Send Lead to RingLead This trigger campaign will capture the new lead and send it to RingLead for processing. New Smart Campaign Program: Name: Description: * RingLead Processing Send Lead to RingLead This trigger campaign will capture the new lead and send it to RingLead for processing. Create Cancel 2) Click the Smart List tab for the Send Lead to RingLead Smart Campaign and Add a Trigger for Lead is Created Send Lead to RingLead Smart List Flow Schedule Results New Campaign Actions View Campaign Members Use ALL filters Collapse All Expand All Lead is Created Add Constraint Page 11 of 30

12 3) Click the Flow tab for the Send Lead to RingLead Smart Campaign and Add a Flow Action for Call Webhook and choose RingLead Web-to-Lead. Send Lead to RingLead Smart List Flow Schedule Results New Campaign Actions View Campaign Members Collapse All Expand All 1 - Call Webhook Webhooks: RingLead Web-to-Lead Add Choice 4) Click the Schedule tab and Edit the Qualification Rules to Run each lead through the campaign flow every time Edit Qualification Rules Qualification Rules determine how many times each lead can run through the Smart Campaign flow Run each lead through the campaign flow: only once once every every time Days Save Cancel Page 12 of 30

13 5) Activate the Smart Campaign Send Lead to RingLead Smart List Flow Schedule Results New Campaign Actions View Campaign Members Triggered Campaign Schedule... Campaign Status: Smart List Mode: Qualification Rules: Active Triggered Each lead can run through the flow every time Deactivate Marketo Integration - Final Step Confirm RingLead Webhook is called BEFORE New Lead is Created in Salesforce These steps require some thought into how to prevent Marketo from creating a Salesforce Lead BEFORE RingLead has confirmed it is not a duplicate. Complete the two sections below. Approximate time to complete steps below: 5 minutes (more depending upon how many Campaigns you need to adjust) Adjust Marketo Smart Campaigns with the following Flow Steps: Marketo Smart Campaign with Flow Step: Sync Lead to Salesforce Marketo campaign triggers may send new Marketo leads through the campaign flow steps before RingLead has merged duplicates. This could allow duplicates in Marketo and Salesforce. Campaign triggers need to be changed for each campaign which includes a "Sync Lead to Salesforce" flow step. Change triggers for all Marketo campaigns with flow step: Sync Lead to Salesforce For Marketo campaigns with the above flow step, the Marketo campaign trigger needs to be changed: Remove the following Campaign Trigger Lead is Created Add the following Campaign Trigger Data Value Changes for Attribute: RingLead Status Add a Constraint for New Value is True Now, Marketo campaigns triggered for new Marketo leads will now only be triggered after RingLead has confirmed they are not a duplicate. See the example below. Page 13 of 30

14 Example #1 - Campaign with Flow Step: Sync Lead to Salesforce Caution: This is only an example of a campaign. Your Marketo may not have a campaign to create new Salesforce Leads (Sync Lead to Salesforce) 1) Create a New Smart Campaign in the RingLead Processing Program named Sync Lead to Salesforce Name Description Sync Lead to Salesforce This campaign will sync the new lead to Salesforce only after the Send Lead to RingLead campaign is completed successfully. Page 14 of 30

15 New Smart Campaign Program: Name: Description: * RingLead Processing Send Lead to Salesforce This campaign will sync the new lead to Salesforce only after the Send Lead to RingLead campaign is comleted successfully. Create Cancel 2) Click the Smart List tab for the Sync Lead to Salesforce Smart Campaign and Add a Trigger for Data Value Changes for Attribute: RingLead Status and Add a Constraint for New Value is True Send Lead to RingLead Smart List Flow Schedule Results New Campaign Actions View Campaign Members Use ALL filters Collapse All Expand All Data Value Changes Add Constraint Attribute: New Value: RingLead Status is True 3) Click the Flow tab for the Sync Lead to Salesforce Smart Campaign and Add a Flow Action for Sync Lead to Salesforce and choose your Assignment Rules Page 15 of 30

16 Send Lead to RingLead Smart List Flow Schedule Results New Campaign Actions View Campaign Members Collapse All Expand All 1 - Sync Lead to SFDC Add Choice Assign To: -- Use Auto-Assignment Rules -- 4) Click the Schedule tab for the Sync Lead to Salesforce Smart Campaign and Activate the Smart Campaign Send Lead to RingLead Smart List Flow Schedule Results New Campaign Actions View Campaign Members Triggered Campaign Schedule... Campaign Status: Active Smart List Mode: Qualification Rules: Triggered Each lead can run through the flow once Deactivate Page 16 of 30

17 Marketo Smart Campaign with Various Flow Steps Some of your Marketo Campaign triggers may send new Marketo leads through the campaign flow steps before RingLead has merged duplicates. Below are examples of Campaign triggers: Added to SFDC Campaign Added to List Filled out Form For Marketo campaigns with any of the following flow steps, the 2 minute wait step needs to be added as the first step. This will prevent Marketo from creating a duplicate Salesforce Lead before RingLead has merged the Marketo duplicate. For any Marketo Campaigns with the following Flow Steps: Sync Lead to SFDC Add to SFDC Campaign Change Status in SFDC Campaign Create Task Change Owner Add the following Campaign Flow Step as the First Flow Step: Wait 2 minutes Marketo campaigns will now wait for RingLead to prevent duplicates before proceeding to Marketo campaign flow steps. This will prevent merged/deleted duplicates from flowing through the Marketo Campaign. Page 17 of 30

18 Example #2 - Campaign with Various Flow Steps Caution: The is only one example of what a campaign should look like. Your Marketo may not have campaigns with the following Flow Steps: Sync Lead to SFDC Add to SFDC Campaign Change Status in SFDC Campaign Add a 2 minute Wait step as the first step in the flow: 1 - Wait Duration: 2 minute View logs, test, and consider merging existing duplicates. Page 18 of 30

19 Salesforce Tasks created by RingLead RingLead Web-to-Lead can be configured to create Salesforce Tasks. Consider disabling each below: Create a Salesforce Task for New Leads Create a Salesforce Task for the Owner of the matching Lead Create a Salesforce Task for New and Matching Contacts Create a second Salesforce Task for New and Matching Contacts Salesforce Contacts created by RingLead in existing Account Before configuring RingLead to create new Salesforce Contacts in matching Salesforce Accounts, a few changes need to be made to Salesforce, RingLead and Marketo. See Setup changes below. Setup Changes for RingLead to create New Salesforce Contacts Create New Salesforce Contacts in Matching Accounts for RingLead Marketo Integration Challenge: When searching Salesforce Accounts to create a new Salesforce Contact (instead of a new Salesforce Lead), the new Contact created by RIngLead is not linked to the new Marketo lead. Solution: RingLead can be configured to link the Marketo lead to the new Salesforce Contact by making a few setup changes to Salesforce, RingLead, and Marketo. This process will allow a duplicate Salesforce Lead and a duplicate Marketo lead to be created then immediately merging them in both Salesforce and Marketo. Page 19 of 30

20 Salesforce Changes 1. Create Custom Fields Create two custom Contact fields (RLMKTO1 & RLMKTO2) and two custom Lead fields (RLMKTO1 & RLMKTO2). Salesforce Setup > Customize > Lead/Contact > Fields Create two (2) Lead custom fields Create two (2) Contact custom fields Lead Custom Field Label: RLMKTO1 Data Type: Text Length: 10 Visible and Readable (NOT Read Only) for both Marketo and RingLead User Profiles. Field does NOT need to be on page layout. Contact Custom Field Label: RLMKTO1 Data Type: Text Length: 10 Visible and Readable (NOT Read Only) for both Marketo and RingLead User Profiles. Field does NOT need to be on page layout. Lead Custom Field Label: RLMKTO2 Data Type: Text Length: 10 CHECK AS EXTERNAL ID Visible and Readable (NOT Read Only) for both Marketo and RingLead User Profiles. Field does NOT need to be on page layout. Contact Custom Field Label: RLMKTO2 Data Type: Text Length: 10 CHECK AS EXTERNAL ID Visible and Readable (NOT Read Only) for both Marketo and RingLead User Profiles. Field does NOT need to be on page layout. Field Label RLMKT01 i Please enter the maximum length for a text field below. Length Field Name 10 RMLKT01 i Page 20 of 30

21 2. Map fields in SFDC Lead Convert Salesforce Setup > Customized > Lead > Fields > click "Map Lead Fields" button Lead Custom Fields & Relationships New Map Lead Fields Field Dependencies Map both RLMKTO1 and RLMKTO2 fields. Page 21 of 30

22 RingLead Changes Make two configuration changes to Unique Web-to-Lead. 1. Enable RingLead Match by ID for the new field (RLMKTO2) created in Salesforce. For "Match by Unique Field" select the following field from the drop down for Match by ID: RLMKTO2 - currently, this field is set to: RLMKTO2_test1 c. Match by Unique Field (options for online registration websites) Match by Salesforce ID If a Lead ID or Contact ID is submitted as a value in your web form, RingLead will match the record in Salesforce. If no value is submitted, RingLead will attempt to find a matching Contact, Lead and/or Account. Learn more Match by a Unique Salesforce Contact/Lead Custom Field If a value in the custom field below is submitted in your web form, RingLead will match by this unique ID. If no value is submitted, RingLead will attempt to find a matching Contact, Lead and/or Account. Learn more Select a Salesforce Lead custom field (a Contact custom field with the same field name must exist in Salesforce): RLMKT02 Change Match by Unique Field Click Save and close popup window. 2. Configure actions for updating fields Scroll to the two new custom fields and map them to the appropriate Contact field. The Contact field is the second drop down column. Set the Field Action for both rows to "Overwrite" RLMKT01 No field selected RLMKT01 Overwrite RLMKT02 No field selected RLMKT02 Overwrite Configure actions for updating fields Page 22 of 30

23 Marketo Changes Add a flow step and include two new fields in the Webhook. NOTICES: 1. NOTE: If field "RLMKTO2" below is unavailable, wait 5-10 minutes for Salesforce Sync to create a Marketo custom field. 2. If the field is not available after 10 minutes, confirm the Salesforce User for Marketo has permissions to view these fields in Salesforce setup. Add new flow step "Change Data Value" before RingLead Webhook: Attribute: RLMKTO2 Value: {{lead.id}} 6 - Change Data Value Add Choice Attribute: RLMKT02 New Value: {{lead.id}} Build and append the full string in step 4 below to the RingLead Webhook Template Payload. 1. First, you will need to get the Salesforce ID for the first custom Lead field: In Salesforce, navigate to Setup > Customize > Leads > Fields Click RLMKTO1 in the Custom Lead Field section and copy the Salesforce ID (ex "00N ") from the browser address. Example below: Copy this Salesforce ID (ex "00N ") and replace in next step below. 2. Prepare the string below to be pasted into Marketo (be sure to change the Salesforce ID to the correct ID obtained from the previous step) Example below: &00N ={{lead.RLMKTO2}}&SalesforceID={{lead.RLMKTO1}} NOTE: The Salesforce ID above (00N ) is only an example. 3. Prepare the Lead Converted Status and Salesforce Contact ID to append to the string to be pasted into Marketo. NOTE: "Qualified" is the default Salesforce Lead Status 'converted' option. Confirm this is the correct Lead Status in Salesforce: In Salesforce navigate to Setup > Customize > Leads > Fields > Lead Status Page 23 of 30

24 Only use a value with the "Converted" checkbox checked. The default Converted Lead Status is "Qualified": &convertedstatus=qualified NOTE: The Lead Status above (Qualified) is only an example. 4. Finally, paste the entire string to append to the RingLead Webhook Payload Template. Example below: Marketo > Admin > Webhooks > RingLead Webhook &00N ={{lead.RLMKTO2}}&SalesforceID={{lead.RLMKTO1}}&convertedStatus=Qualified Template: Insert token {{lead.country}}&salutation={{lead.salutation}}&title={{lead.job Title}}&mobile={{lead.Mobile Phone Number}}&fax= {{company.industry}}&oid=00d gwc&rl_marketo=merge&rl_marketoid= {{lead.id}}&rl_new_lead=disable&returl+sfdcid_returnerror&00na hdbh={{lead.rlmkt02}}&salesforceid= {{lead.rlmkt01}}&convertedstatus=qualified CAUTION: Do any of your Smart Lists have the following trigger? Lead is Created with Constraint "Original Source Type" set to "is not salesforce.com" or Constraint "Original Source Type" set to "is salesforce.com" Marketo temporary leads are first created by RingLead in Salesforce then the SFDC Sync creates the Marketo lead linked to the New Contact: Be sure the RingLead Web-to-Lead Webhook is called for Marketo leads with Original Source of "salesforce.com". NOTICE: The Salesforce sync to Marketo can take 5-10 minutes resulting in the temporary duplicate Salesforce Lead not being merged/deleted during this brief delay. Consider assigning these to a Salesforce Queue. Page 24 of 30

25 Send Lead to SFDC - for Contact Creation in Matching Accounts To assure that the Marketo Lead is sent to Salesforce before the new Contact RingLead created in Salesforce has sync d back to Marketo, an additional Smart Campaign should be added to the RingLead Processing Program. 1. Name the Smart Campaign Send Lead to SFDC 2. Smart List Trigger Data Value Changes for Attribute: RingLead Status. Add a Constraint for New Value is True 3. Flow step is Sync Lead to SFDC 4. Schedule to run through once. 5. Activate the Smart Campaign 1) Create a New Smart Campaign in the RingLead Processing Program named Sync Lead to Salesforce Name Description Sync Lead to Salesforce This campaign will sync the new lead to Salesforce only after the Send Lead to RingLead campaign is completed successfully. New Smart Campaign Program: Name: Description: * RingLead Processing Send Lead to Salesforce This campaign will sync the new lead to Salesforce only after the Send Lead to RingLead campaign is completed successfully. Create Cancel 2) Click the Smart List tab for the Sync Lead to Salesforce Smart Campaign and Add a Trigger for Data Value Changes for Attribute: RingLead Status and Add a Constraint for New Value is True Page 25 of 30

26 Send Lead to RingLead Smart List Flow Schedule Results New Campaign Actions View Campaign Members Use ALL filters Collapse All Expand All Data Value Changes Add Constraint Attribute: New Value: RingLead Status is True 3) Click the Flow tab for the Sync Lead to Salesforce Smart Campaign and Add a Flow Action for Sync Lead to Salesforce and choose your Assignment Rules Send Lead to RingLead Smart List Flow Schedule Results New Campaign Actions View Campaign Members Collapse All Expand All 1 - Sync Lead to SFDC Add Choice Assign To: -- Use Auto-Assignment Rules -- 4) Click the Schedule tab for the Sync Lead to Salesforce Smart Campaign and Activate the Smart Campaign Send Lead to RingLead Smart List Flow Schedule Results New Campaign Actions View Campaign Members Triggered Campaign Schedule... Campaign Status: Active Smart List Mode: Qualification Rules: Triggered Each lead can run through the flow once Deactivate Page 26 of 30

27 View Logs in RingLead and Marketo RingLead logs will include both the Salesforce ID for matching Leads or Contacts and the Marketo ID for the Marketo lead processed by the Webhook. Marketo lead activity logs will log an error for a merged Marketo prospect. This is normal and occurs because the duplicate Marketo prospect flows through the RingLead webhook which merges and deletes this Marketo prospect. Logging the completion of the webhook activity creates an error by Marketo since the prospect has just been deleted. Test RingLead Webhook Testing can be challenging especially when duplicates currently exist in Salesforce and/or Marketo. See "Clean Up" below to quickly merge Marketo and Salesforce duplicates. When testing, be sure RingLead does not match a duplicate instead of the record you expect RingLead to match. Confirm duplicates are prevented by following the steps below. If you need help, Contact Support. Before testing, search Salesforce and Marketo for - Matching Salesforce Lead / Contact: Confirm there is only one record in each for the test. Search by First and Last name, not just address. New Salesforce Contact in matching Accounts: Confirm there is only one existing Salesforce Account. 1. Create a Marketo lead Submit a Marketo web form or upload a list in Marketo to create a new Marketo lead which will be sent to RingLead Webhook. If you would like to limit or specify the number of Leads for testing, you can use an "Added to List" trigger. Then, add the Marketo lead to the list to trigger the RingLead Webhook call (if the Marketo lead is already added to the list, they must be "removed from list" first.) Matching Salesforce Lead / Contact: Enter the same First and Last name, Company name, Phone and Domain (i.e. to be certain RingLead is 100% sure it is not a mismatch. Not all these fields are required, but using them will make testing easier. New Salesforce Contact in matching Account: Enter the same Company name, Phone and the Domain that matches the Account Website field (i.e. will match Account Website domain "ringlead.com") to be certain RingLead is 100% sure it is not a mismatch. Not all these fields are required, but using these will make testing easier. 2. Confirm the new Marketo lead was created and the Marketo activity logs indicates it was sent to the RingLead Webhook to find a duplicate BEFORE a duplicate Salesforce Lead is created by any of the following Sync Lead to SFDC Add to SFDC Campaign Change Status in SFDC Campaign Create Task Change Owner Page 27 of 30

28 3. For new Salesforce Contacts in matching Accounts (RingLead "Search Accounts" is enabled): The Marketo lead will be synced to Salesforce, but first RingLead will create a Lead and instantly convert it to a new Contact. Confirm Salesforce temporary Lead is created in Salesforce. This will be merged with the Salesforce Contact in 1 to 10 minutes. If the Salesforce Lead is not created, check Marketo to be sure new Marketo leads (flagged as RingLead Status = True) are sync ed to Salesforce. If necessary, add an additional Smart Campaign to the RingLead Program to include a trigger of Data Value Changes with attribute RingLead Status set to True. The Flow step should be Sync Lead to SFDC. Activate it with schedule set to Run every time. After 1 to 10 minutes, the Salesforce sync will clean up the temporary Salesforce Lead. The Salesforce sync creates a temporary Marketo lead synced to the Salesforce Contact. You can check the status of the Marketo Salesforce sync by logging into Marketo and clicking "Salesforce" in Marketo Setup > Integration. If the two Marketo leads and the Salesforce Lead and Contact are not merged, check the following: 1. Are the RLMKTO1 and RLMKTO2 Salesforce Lead/Contact fields visible by the RingLead Salesforce User? 2. Are the RLMKTO1 and RLMKTO2 Salesforce Lead Fields mapped in Salesforce Setup > Lead > Fields > Field Mapping? 3. Are the RLMKTO1 and RLMKTO2 fields mapped in RingLead Field Actions, and set to Overwrite? 4. Are RLMKTO2 on Lead and Contact set to External ID in Salesforce? 4. Confirm the Marketo lead and Salesforce Lead / Contact are updated and linked: Matching Salesforce Lead / Contact: Confirm the new Marketo lead is synced to the existing Salesforce Lead or Contact: See "SFDC ID" in the "Lead Info" tab. If the existing Salesforce Lead or Contact was already synced to a Marketo lead, the new duplicate Marketo lead created is merged with the original Marketo lead. If it is not synced to the existing Salesforce Lead or Contact, view the Marketo Activity Log to confirm it was sent through RingLead BEFORE synced to Salesforce. New Salesforce Contact in matching Account: Search by in Marketo for the new lead. If a second Marketo lead exists, it will be sent to RingLead via the webhook for RingLead to merge and link to the Salesforce Contact. This should occur immediately, but if it does not, check the Marketo Campaign "Send Lead to RingLead" to determine why the Marketo lead was not sent to the RingLead webhook. Also, check the Activity Logs for both Marketo leads to confirm it was sent through RingLead BEFORE synced to Salesforce. New Salesforce Lead: Confirm the new Marketo lead is synced to the new Salesforce Lead: See "SFDC ID" in the "Lead Info" tab. Search Salesforce for the new Lead. If the new Salesforce Lead was not created, view the Marketo Activity Log to confirm it was synced to Salesforce. Page 28 of 30

29 Declone Web-to-Lead configuration settings for web form script: Declone Web-to-Lead Script (1) Save Cancel Learn how to configure Declone Web-to-Lead: Declone Web-to-Lead Advanced Options Guide Web form action URL for your web form: Search Options - Match and update Salesforce for each web form submitted Search for an existing Contact Options for updating an existing Contact matched are available below in the Map and Update Fields section. Search for an existing Lead Options for updating an existing Lead matched are available below in the Map and Update Fields section. Search for an existing Account If an Account exists from the same company, a new Contact will be created in the matching Account instead of a new Lead. The contact will be owned by the Account owner. Learn how to create and convert a Lead for an existing Account Search Person Accounts NOTE: If you have the Create Contacts on Matching Accounts feature setup up, and see blank leads being created in Salesforce, make sure that you have enabled the Search Accounts checkbox in the RingLead Web-to-Lead UI: Clean Up All Marketo "Possible Duplicates" Now is a good time to consider using the Webhook to clean up all Marketo "Possible Duplicates." Login to Marketo > Lead Database > Possible Duplicates > Leads Combining the steps below with RingLead Data Cleanse application, all Marketo possible duplicates can be merged. If only one Marketo lead within a duplicate group in the possible duplicates list has a Salesforce ID, the steps below will merge the duplicates in Marketo. If more than one Marketo lead in a group of possible duplicates have Salesforce IDs, the RingLead Data Cleansing will merge duplicates in Salesforce. Marketo synch will then merge the Marketo duplicates. Learn More: Read the Case Study: GrabCad "No more duplicates in Marketo! BOOM!" RingLead Data Cleansing: Merge Salesforce Duplicates [Marketo Best Practices: Sync All Marketo Leads to Salesforce and use Salesforce Queues] The Marketo lead will be synced to Salesforce. It will be created as a Lead and instantly converted to a new Contact. To prevent the Lead from Wait about 10 minutes for the Salesforce sync to clean up the temporary Salesforce Lead. You can check the status of the Marketo Salesforce sync by logging into Marketo and clicking "Salesforce" in Marketo Setup > Integration. Page 29 of 30

30 Complete the following steps to merge all Marketo Possible Duplicates: 1. Login to Marketo and Create a New List (NOT a Smart List) named RingLead Dedupe List 2. Create a New Campaign Smart List "Added to List" Set List Name to RingLead Dedupe List Add one Flow step to Call Webhook "RingLead Web-to-Lead" 3. Go to Lead Database > Possible Duplicates > Leads 4. Click "Select All" 5. Go to Lead Actions > Marketing > Add to List 6. Select the List created in step 1 (RingLead Dedupe List) If possible duplicates remain in Marketo, use RingLead Data Cleansing to merge the duplicates in Salesforce. Marketo synch will then merge the Marketo duplicates. Congratulations! Your configuration of the Marketo RingLead Integration is complete. Now every time a new lead is created in Marketo, the RingLead Processing Program will prevent duplicates in Salesforce and Marketo. Page 30 of 30

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