Unlock the power of Marketo CRM integration to revolutionize your B2B marketing automation. For a leading platform like Marketo, the most critical connection is with a CRM (Customer Relationship Management) system, serving as the ultimate destination for all marketing efforts, especially when passing a marketing-qualified lead (MQL) to the sales team.
Native Marketo CRM Integration with Salesforce and Dynamics
Marketo offers a native integration with two popular CRM systems: Salesforce integration and Microsoft Dynamics CRM integration. While there are differences between these platforms, their shared benefits are the focus here. Before diving in, let’s define two key terms: “integration” and “native.”
What Does "Integration" Mean?
Integration is the process of enabling two systems to exchange data seamlessly. This can be:
- Unidirectional: One system (source) sends data to another (target or destination), depending on the target’s use case.
- Bidirectional: Data flows both ways.
The integration process involves three essential steps:
- Connection: Systems share endpoints and gain authorization to access each other.
- Mapping: Data models, field names, types, and values are aligned between systems.
- Orchestration: Timing is set—real-time data exchange or scheduled updates (daily/weekly)—based on the source system’s rules.
What Does "Native" Mean?
Marketo can connect with any system using its REST API and webhooks. However, only the Marketo CRM integration with Salesforce and Dynamics is considered “native.” This means Marketo includes built-in “middleware” to handle connection, mapping, and orchestration, making it simpler than custom integrations.
How Does Marketo CRM Integration Work?
The primary function of this integration is to keep CRM lead synchronization consistent. Updates flow bidirectionally:
- If Marketo updates a person’s first name, it syncs to the CRM.
- If a sales rep changes a contact’s job title in the CRM, Marketo reflects this update.
Certain data transfers are unidirectional from the CRM to Marketo, including:
- Accounts
- Campaigns
- Opportunities
These are used for segmentation in Marketo but cannot be edited from there.
Additionally, Marketo captures valuable activity data (e.g., email opens, clicks, website visits) and shares it with the CRM via Marketo Sales Insights. This helps sales teams gain deeper insights into each lead.
Benefits and Setup of Marketo CRM Integration
Once configured, this Marketo CRM integration runs smoothly in the background, offering reliability and stability. Our recommendation is clear: if you use Marketo with Salesforce or Dynamics, leverage this native integration. We’re also available to guide you when limitations arise, such as integrating with a second CRM.
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