How Paradigm4 Integrates Marketo and Zoho CRM: Lead data, custom fields and marketing intelligence

Paradigm4's integration needs were straight forward and to the point: sync basic lead data from their website through Marketo's lead database, custom fields and other data that Paradigm4 either asks for on their forms or generates from their sales reps in the qualification process.  They also sync over some key marketing intelligence from Marketo like a custom lead score, giving their sales reps a better picture of how good a lead might be before starting the qualification process.  Here are some details on Paradigm4's setup to note:

Cover the basics and sync all of your lead data to CRM and back again

Paradigm4's Marketo-Zoho CRM integration follows a simple, yet powerful blueprint: sync basic lead data from forms on their website into their CRM.  This data also flows back to Marketo when it's changed in Zoho CRM by their sales reps.  Paradigm4 also sync certain lead data from Marketo to Zoho CRM like Lead Score, which they use to mark qualified leads in Marketo first.  Paradigm4 also syncs forum registrant data through Marketo and into Zoho CRM, another source of leads for their sales team.  Here are some of the fields that Paradigm4 is integrating through Bedrock Data:

• Forum Registration Name and Username
• Lead Score
• Product Urgency
• Industry
• Lead Status
• Sales expectations

“Integrating Marketo with Zoho CRM enabled us to sync key pieces of data between marketing and sales — more than just the standard lead information.  Without Bedrock, our sales teams wouldn’t know when a lead was researching our products on our website or clicking through on an email campaign. Now we instantly notify the sales team when there's urgency in a deal.”