RingLead + Marketo Best Practices

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1 R RingLead + Marketo Best Practices RingLead + Marketo Best Practices Page 1 of 7 Copyright 2015 RingLead, Inc.

2 Get in Sync 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 () which are pushed into a CRM database that contains a subset of sales qualified leads (). 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 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. Scenario A: Perfect World Scenario B: The Problem Marketing Automation 1 A new Marketing Qualified Lead () is created in marketing automation. 2 When the hits a certain Lead Score, it is pushed into CRM and assigned to Sales. Marketing Automation 2 jfusaro@ringlead.com 3 Since the address is not an exact match, an existing is not matched uo to the newly created record in CRM The record is replicated in marketing automation. CRM 3 Sales Qualified Lead () is assigned. CRM 1 A Lead is created in CRM via API, manual entry, or list import. Scenario C: How to Solve Marketing Automation are always created in CRM, and assigned to a queue. These Leads will not be assigned to Sales until Lead Score threshold is reached. Queue CRM RingLead + Marketo Best Practices Page 2 of 7 Copyright 2015 RingLead, Inc.

3 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 s 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. How to Deploy RingLead + Marketo 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. We ll start with the Marketing Queue leads first. Lead Routing & Management 01. Sync Lead & Assign to SDR Queue 02. Sync Lead & Assign to Marketing Queue RingLead + Marketo Best Practices Page 3 of 7 Copyright 2015 RingLead, Inc.

4 Assigning Leads to the Marketing Queue 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. 02. Sync Lead & Assign to Marketin... Smart List Flow Schedule Results Use ALL filters Collapse All Expand All Campaign is Requested Add Constraint Source: is Marketo Flow Action Note: Enter a memorable and well-defined campaign description RingLead + Marketo Best Practices Page 4 of 7 Copyright 2015 RingLead, Inc.

5 When the Campaign is requested, the Flow steps are as follows: 02. Sync Lead & Assign to Marketin... Smart List Flow Schedule Results Collapse All 1 - Wait Expand All Duration: 5 minutes 2 - Call Webhook Webhook: RingLead Web-to-Lead 3 - Sync Lead to SFDC Choice 1 Lead Owner Last Name is empty Queue: Marketing Queue Choice 2 Lead Owner Address is (10) jfusaro@ringlead.com; amanda@r Queue: Marketing Queue Default Choice -- Do Nothing -- Note: Only the first matching choice applies 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 Address is someone from our marketing team or a past employee, we will also allow that Lead to be assigned to the Marketing Queue. If none of those criteria are met, then the Lead must be owned by a sales user as the record owner; in that case we would like all communication about that Lead to be routed to that owner. RingLead + Marketo Best Practices Page 5 of 7 Copyright 2015 RingLead, Inc.

6 Assigning Leads to Sales For your Smart List criteria, use the Campaign is Requested trigger where the Source is Marketo Flow Action. 02. Sync Lead & Assign to Marketin... Smart List Flow Schedule Results Use ALL filters Collapse All Expand All Campaign is Requested Add Constraint Source: is Marketo Flow Action Note: Enter a memorable and well-defined campaign description OK! Now, make sure you have had your coffee or midday caffeine boost before reading any further. Our flow steps need to account for: 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. 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. RingLead + Marketo Best Practices Page 6 of 7 Copyright 2015 RingLead, Inc.

7 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. 01. Sync Lead & Assign to SDR Queu... Smart List Flow Schedule Results Collapse All 1 - Wait Expand All Duration: 5 minutes 2 - Call Webhook Webhook: RingLead Web-to-Lead 3 - Sync Lead to SFDC Choice 1 Lead Owner Last Name is empty Queue: SDR Queue Choice 2 Lead Owner Address is (10) jfusaro@ringlead.com; amanda@r Queue: SDR Queue Default Choice -- Do Nothing -- Note: Only the first matching choice applies 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. RingLead + Marketo Best Practices Page 7 of 7 Copyright 2015 RingLead, Inc.