Adrian Mott | October 2, 2014

3 Marketo Integration Hacks and Features to Help Your Business Grow


Marketo is a powerful tool in and of itself. It wouldn’t be one of the leading marketing solutions if it weren’t. But the program can do so much more. Integrating certain aspects of your CRM tool, such as Salesforce or Dynamics, can make Marketo work smarter for your business, adding to your revenue potential without impacting your bottom line.

Syncing Marketo with your CRM can increase the functionality of the tool. From data management to personalized correspondence, you can more effectively communicate with your prospects and cultivate your leads, which will ultimately allow you to increase conversions and sales.

You can use several of Marketo’s built-in features to enhance your marketing and sales efforts without additional costs. Once you have integrated the platform with your CRM (something Bedrock can easily help you with, by the way :-), you can use several integration functionalities within Marketo to drive additional usage from the tool.

Let’s explore three Marketo integration features that your business needs to be taking advantage of for additional sales and growth opportunities:

  1. Send Emails from Lead Owner

Think of all the emails you receive on a daily basis. When you see one from someone you know, you are much more likely to open that email, aren’t you?

Well, your customers feel the same way. In fact, email open rates increase by 22% when the email contains a personalized subject line.

Marketo allows you to personalize your email communications by sending an email from the lead owner, as specified in your CRM. By setting the email to send from someone with whom your potential customer has already interacted, the chances of your email finding success are increased.

In addition to benefiting your customer, sending emails from the assigned lead source will provide your sales associates with additional insight into what information the lead finds valuable (which is vital for future follow-up conversations).

Here’s how to send an email from the lead owner:


  1. From the email editor, drag and drop a token into the “From” field.
  2. Select  from the menu. Make sure to select a default value in case the Lead Source field has not been populated in your CRM.
  3. Perform the same action for , making sure to insert a space between the two tokens. Select a default value for the last name as well.
  4. Drag another token into the From Email box and select . Set a default value here too, in case a lead source has not been assigned yet.
  5. Compose your email as you normally would and schedule to send to the intended email list or SmartList you have set up within Marketo.


  1. Automate Lead Nurturing Through CRM Data Change

Lead nurturing is like a long-term relationship. It is the practice of cultivating leads over time by providing information that is valuable and relevant to the individual, based on where they are in the buying cycle.  Lead nurturing helps move leads from cold to hot and informs the sales team when a lead is warm enough to receive a sales call.

By automating the lead nurturing process through data-change within your CRM, you can eliminate a manual step and ease the process for both sales and marketing.

Ultimately, this will help you save money; some companies have been able to generate twice as many sales-ready leads at a third of the cost per lead. In addition, you can reduce the percentage of marketing-generated leads that are ignored by the sale team. All of this can lead to more sales reps meeting their quotas, which leads to more revenue for your company.

Through Smart Campaigns, designated workflows and triggers, you can change values in Marketo campaigns that align with your CRM data to ensure that your data remains consistent across shared databases. It is critical to keep your data clean and in one place, so that you can manage changes in your nurturing campaigns while sales works the leads. When sales and marketing align, you will be able to realize better results.

  1. Lead Scoring to Automate Lead Assigning

Lead scoring is a system of vetting a lead. As leads come in to your website, blog or other entry point, they receive a score based on each action performed. These scores then help sales teams recognize when leads move from cold to warm to hot and are ready for a phone call.

An example of lead scoring may look like this:

  • Lead visits webpage: 5 points
  • Lead fills out form: 10 points
  • Lead returns to site; fills out form again: 20 points
  • Lead registers for webinar: 20 points
  • Lead attends webinar and downloads white paper from follow-up email: 75 points

When a lead score reaches a certain threshold, the lead is deemed “hot” and is automatically assigned to a sales person.

If you are using Salesforce, for example, you can use the Sync Lead to SFDC flow step when setting up your workflow. Then, you can assign the lead using the auto-assignment rules you create, which will send the lead to the correct sales rep within Salesforce. This will allow you to send the lead to the correct salesperson, based on that lead’s interests as determined by the score.

Integrations are Endless!

There are an abundance of tools you can use to make your Marketo platform more powerful for your business. By utilizing these 3 features, you will be able to work smarter and better align your sales and marketing teams for better success.

Did we leave out your favorite Marketo integration trick? Let us know in the comments below!

how to integrate marketo


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