Benefits of Integration Marketo with Salesforce

If you want to align your sales and marketing teams and maximize sales opportunities, you need to know benefits of integration between Marketo and Salesforce services. Effective integration of a CRM and marketing platform makes it easier to find qualified leads as well as makes the overall process of closing deals faster and simpler.

What is Adobe Marketo Engage?

Marketo is a product of Adobe, a cloud lead management and marketing solution. According to Gartner, Marketo has been considered the best marketing automation system for corporate use for nearly a decade.

On top of that, it has analytics automation features, customer acquisition cost, advertising budget calculation, price analytic tools, and tools for cross-channel engagement (A/B testing and dynamic content across multiple channels). Since the platform was designed to target qualified leads and look for new opportunities to attract traffic to websites (e.g., analytics for dynamic look-a-like audiences), it owns a well-deserved title as one of the most famous and popular marketing platforms.

Key features

• Offers AI-driven solutions such as audience segmentation.

• Creates and scales automated marketing campaigns across multiple digital channels that engage customers in a personalized way without support from IT.

• Enriches customer profiles with intent and behavior data. 

• Requires Marketo Certification Exam as it’s a complex professional tool. The Marketo certification is valid for two years after passing the exam.

What is Salesforce?

Salesforce is the most popular CRM for any type of business, providing customizable CRM functionality based on the demands of the business. It’s powerful and easy to scale, which makes it ideal for businesses of all sizes. The service has a comprehensive set of features that offer an extensive view of all customer interactions. In addition, it offers a full marketing cloud that includes all marketing channels, such as email, mobile, social media, and the web, in one place.

Key features

• Salesforce AppExchange marketplace. A set of open-source codes makes it possible to integrate thousands of custom-built business solutions.

• Opportunity Management. Get a holistic picture of all key information for sale, including the stage, products, and other important details.

• Account management. The service tracks all customer interactions (via email, chat, and phone) for future reference.

• Easy-to-use interface. It has a drag-and-drop feature to automate business processes visually.

Benefits of Integration Marketo with Salesforce 

The purpose of CRM is to track and manage all kinds of leads and customers, while marketing automation tools allow for automated marketing campaigns, measurement, and retargeting of customers who left the website. The Marketo Salesforce connector can be a huge time-saver for sales and marketing managers as they ultimately track unalike tasks for different purposes.  

Note! Among the most popular objects for synchronization are Leads, Users, Accounts, Contacts, and Opportunities.

Key advantages include:

• Enriching data. By matching up all the available data in the company’s systems, marketing and sales teams keep leads, accounts, and other data up-to-date across the sales funnel. As a result, teams can also maximize their potential and create value for their customers.

• Multi-channel attribution. Marketing and sales teams usually impact people’s buying decisions in various ways and multiple times. The combined sales and marketing data can determine exactly what efforts acquired a customer and predict the cost of attracting customers in the future.

• Improved collaboration. The integration makes it easier for sales and marketing teams to share information throughout the customer lifecycle. For example, good marketing allows salespeople to focus on the most promising customer segments. At the same time, the information from the sales team can direct marketing activities.

• Better budget planning. Sales and marketing programs cost money, and without proper analytics, it’s impossible to know which strategies are effective and which are not. So, integration provides the capability for marketers to measure how their strategies impact ROI.

Overall, the Marketo integration with Salesforce CRM helps companies to close the circle of sales and allows marketers to measure whether their strategies are improving the customer’s experience and driving revenue.