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Zak Pines | February 23, 2017

Why a Third Party Integration Platform Gives You a Better Marketo-Dynamics Integration

We wrapped up Session 2 of our Marketo-Dynamics webinar series with Perkuto (it’s not too late to register for Session #3 on March 23 here).First we recapped Paul Wilson’s top three frustrations of the native connector – full details here. Those are:

Limitation #1 - No data de-duplication from Dynamics into Marketo for new Marketo leads

The impact of this is you are forced to make a decision which has ‘unhappy outcomes’ either way – either sync your full marketing database to Dynamics, or know that new leads created by sales in Dynamics will cause duplicates with your marketing database in Marketo.

Limitation #2 – No workflow management

Limitation #3 – GUIDs are a scramble of characters (not lookup values)

This means to work with Microsoft Dynamics data inside of Marketo such as Business Unit, you literally need to keep a cheat sheet of 36 digit characters – not Marketo admin friendly!

Third party integration approach is a win-win

With that as the backdrop, next we presented seven reasons a third party integration platform gives you a better Marketo-Dynamics integration.

Reason #1 - Microsoft uses a third party integration for their Marketo-Dynamics connection

The native connector isn’t good enough for Microsoft, should it be good enough for you?

This is ripe for a punchline, but the reality is Microsoft spent tens of thousands of dollars (or more) in time and resources to connect Dynamics and Marketo. You don’t have the resources to do that, but you do want a connector that won’t cause you daily headaches.

Reason #2 - Avoid duplicates! With a multi-directional sync to handle new records in both directions

The Marketo-Microsoft Dynamics connector is optimized for pushing leads from Marketo to Dynamics. But sales teams are creating leads every single day – for sales prospecting, inbound calls, referrals, or new contacts on accounts.

What happens when a lead is on your website and fills out a form, and then calls up your sales line?

That lead ends up in Dynamics, and then as a duplicate in Marketo. Even worse, you’ve lost the marketing attribution for that lead.

A multi-directional sync is optimized for creating and updating records in all directions. When sales creates their leads in Dynamics, those leads are updated to the original Marketo record -- no duplicates!

This allows you to architect your marketing automation and CRM system lead flow correctly, with your marketing data in Marketo, and only brought into the CRM once marketing qualified.

The impact?

Cleaner data, and a much happier Dynamics administrator. 😊


Reason #3 - Push interesting moments as closed tasks to Dynamics

We’ve found that sales people appreciate staying in the CRM views they are used to working with everyday. For them, it’s the simplest way to get key lead intelligence.

So rather than have to introduce a new interface or plugin for sales, an integration platform can push Marketo’s interesting moments (key prospect milestones) directly into Dynamics as a note.

Also, now is the data can be used for reporting and analytics in the CRM system.

Screen Shot 2017-02-23 at 10.36.47 AM.png


Reason #4 - Work with lookup field values in Dynamics

Paul expressed the pain point of Marketo admins being forced to work with 36-digit codes for lookup fields such as user and business unit. This can be very frustrating and time consuming. And the worst case, lead to errors if you are trying to build smart lists using this data. With an integration platform, you get the actual lookup values to appear in Marketo. Saving you time and risk for error when working with your Dynamics data in Marketo.

Native Marketo-Dynamics connector presents ‘Modified By’, ‘Owning Business Unit’ and ‘Owning User’ as 36 digit codes


Use an integration platform for the lookup values to appear correctly in Marketo


Reason #5 - Manage workflows without a CRM admin

The interplay between marketing and sales workflows makes this new ability to make changes in CRM systems vital for Marketo administrators. Especially for aligned marketing and sales teams who work closely on lead follow-up.

Converting leads, assigning tasks, and adding to lists or campaigns are some workflows a marketing operations person wants to manage in a CRM without opening a ticket with a CRM admin.

As we note below, Bedrock Data is continually evolving our connector and platform capabilities. And these are some of the exciting areas currently under development including add to lists and converting leads in Dynamics.



Reason #6 - Managing multiple or mixed instances

Multiple instances requiring alignment between lead/contact, company/account, and opportunity data is the classic use case for Marketo - Dynamics integration. A third system pairing with Marketo and Dynamics is also a natural use case for an integration.

This could be triggered by:

  • Multi geographies or business units
  • Acquisitions whereby acquired companies have different marketing automation or CRM systems
  • Specialized CRMs for BDRs & Sales teams – we are seeing use cases where marketing is using Marketo coupled with a CRM optimized for usability (like Pipedrive, PipelineDeals, Base CRM or Close.io) and then sales and back office processes are managed in a CRM like Dynamics

Paul also made the point during the webinar that another possible system pairing is support systems – looking to connect support activities and coordinate with both sales in the CRM and marketing communications and programs.


Reason #7 - Full-time dedicated resources around your data integration

Deciding to work with a third party integration platform is a statement that the quality of your data connection, and how it’s supported, is important to you.

When you use a native connector, it's going to be one of many, many items from both a development and support perspective. As issues come up, and you have new requests – expect them to be prioritized accordingly. This is why marketing automation community message boards are littered with complaints around native connectors and lack of evolution.

With a third party integration platform like Bedrock Data, you are investing in continued enhancements to your integration, as well as dedicated and focused support teams. That makes a huge difference for something as important as the flow of data between your critical systems driving your go to market activities.

Key Takeaways

A third party integration platform is a win-win for Marketo and Dynamics administrators.

For Marketo Admins

  • Work with lookup field values (e.g. business unit), not long ID values
  • Stronger confidence in no dupes
  • Manage workflows without needing CRM admin
  • Manage multiple instance or mixed environments
  • Focussed support & development around integration

For Dynamics Admins

  • Avoid marketing data clutter forced by a full sync (excess leads in CRM)
  • Interesting moments as closed tasks opens up CRM reporting/analytics
  • Manage multiple instance or mixed environments

Next Steps

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