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Anonymous
March 23, 2016
Question

See Marketo email metrics in Salesforce reports

  • March 23, 2016
  • 2 replies
  • 3310 views

Hi Nation,

I need your help with this: is it possible to have email metrics from Marketo to show up in Salesforce, aside from viewing them on a lead basis in Sales Insight?

The requirement here would be to have a report (possibly based on Campaign Members) that shows at a glance if a lead/contact has opened and/or clicked an email.

We investigated the possibility to simply use the member statuses to track this, but since these campaigns are a cross-over between marketing and sales at some point those statuses will be updated by sales people to hgihlight the action they did on the lead (contacted, visited, etc.) and thus the "opened" and "clicked" statuses wouldn't be available as values to report on anymore.

Another thought we had was to add fields on the Campaign Member object in Salesforce, but I understand it has some limitations as those fields would only appear in Marketo as constraints for the "Member of SFDC Campaign" filter, so I don't know how much can this be of help.

Suggestions on how to tackle this issue?

Thank you,
Francesco

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2 replies

gkrajeski
gkrajeski
Level 10
March 23, 2016

I have experience in syncing to SFDC campaigns.

When this is done, the email metrics (for the campaign/program) transfer over to the SFDC campaign.

When this is not done, the information is not transferred.

Grégoire_Miche2
Grégoire_Miche2
Level 10
March 23, 2016

Hi Francesco,

As Geoffrey wrote, you could create some campaigns in SFDC for each email, with members statuses such as sent / delivered / opened / clicked/unsubscribed and use smart campaigns in Marketo to add leads / contacts to these campaigns and update the statuses.

But you will take the risk to really overload both your Marketo instance and your Marketo / SFDC sync, especially if you have a big database and a lot of email activities. Furthermore, the setup of a series of Marketo program (one for each email) will add significant work to you and/or your team.

So my question is: why do you need these reports in SFDC? who do you want to see them? email performance metrics are typically metrics that interest only marketing and are somehow dangerous for Marketing to Spread to the rest of the org, for various reasons:

  • There are hard to interpret. Is a 1% clicked/delivered rate good or bad? Is a 0.7% unsubscribe rate good?
  • They convey the idea that Marketing is not business driven

So bottom line is: I do not recommend you to do this.

-Greg

    Jenn_DiMaria2
    Jenn_DiMaria2
    Level 10
    March 24, 2016

    I agree with you that these statistics are typically only of interest to Marketing. They quite often support the idea of vanity metrics to anyone outside the department, in that there's nothing to compare them to and can often lead to unnecessary discussions about what we can do to improve open or click-thru rates when it's not really necessary (not that I know from personal experience or anything... )

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