NetSuite & Marketo: Integrate to Get More From Your Tech Stack

One of The Best NetSuite Marketing Integrations is with Marketo

During the past few years, hundreds of companies have found out one of the best NetSuite marketing integrations is with Marketo. Leading integration technology providers created solutions to integrate lead syncing, personalization, and overall marketing attribution reporting. Some have also assisted with thought leadership and CRM/marketing automation best practices.

Even though NetSuite is a popular cloud business software suite that includes business accounting, ERP, CRM, and eCommerce software, its integration with Marketo wasn’t as common. Easy native integrations were lacking, so businesses kept their data in the two different systems, even though IDC says data silos are one of the biggest enterprise challenges.

Unless you are highly experienced with both NetSuite and Marketo, your learning curve may make the thought of integrating them overwhelming.

Top integration leaders observed this and realized there weren’t many documents on how to get the most out of this combination over time. With the right solution, it is now possible to integrate these two applications seamlessly, improve performance, and ensure a high level of data quality along the way.

Step by Step Guide to the Best NetSuite/Marketo Marketing Integration

A leading revenue operations intelligence company has built an integration tool to provide a seamless user experience between the CRM and marketing automation system by applying the steps below. 

The solution collects and shares valuable customer, lead, and opportunity information between the two applications, immediately improving closed-won or conversion rates and providing more marketing attribution. 

This level of data helps companies better understand what is and isn’t working both from the Marketo and NetSuite side of things. Ultimately, this integration paired with a sound sales and marketing strategy helps enterprises drive record-breaking growth, alignment, and efficiency. 

Step 1: Ask the Right Qualifying Questions About Marketo

One of the primary things all marketers should do when presented with a technology that may work for them is to verify it will do everything they need. Ask yourself these questions:

Am I comfortable using a new tool for my marketing operations?

Many marketers want to be able to control as much of the marketing process as possible in day-to-day operations. If this is you, you may want to seriously consider how Marketo might fit your plans. 

While email campaign building and tracking are the core functions of Marketo, power users leverage the platform to do much more, such as tracking website behavior, building landing pages and forms, and creating dynamic segments based on cross-channel behaviors. 

Insider Tip: As you’re considering these elements, be sure to provide this valuable information to your sales team to assist with personalization in their opportunity reach-outs. You can do this without adding a Marketo license but through an innovative integration tool, like RevConnect.

Related: How to Integrate HubSpot with NetSuite

How does Marketo align marketing and sales toward growth goals?

Although the responsibility for growth is falling more and more to Marketing, in order to be 100% aligned, the Marketing team still shares this responsibility with Sales. For marketers to accomplish this alignment, they need tools specific to their function, and those tools typically go beyond the capabilities of NetSuite. 

Insider Tip: One of Marketing’s most significant assets is its website. Having your marketing automation platform connected to your website and synced with the CRM ensures the core ecosystem components are integrated. You need closed-loop reporting so you can determine which marketing campaigns are actually driving opportunities, closed-won deals, and converting customers.

Will it actually help me deliver tangible results? 

The short answer is yes. By implementing the best NetSuite marketing integration with Marketo, you can build more data-rich marketing campaigns, leading to better prospects in the funnel. 

Insider Tip: Specifically with email programs, you can keep leads fresh through data nurturing that sometimes becomes stagnant. And what sometimes becomes the piece de resistance for marketers, you should be tracking and monitoring your contribution to bottom-line revenue. 

While all three of the results are essential, contribution to revenue typically creates a sense of urgency with the revenue team.

Step 2: Set Up Marketo for what you need

One of the best NetSuite marketing integrations may be with Marketo, but you should hone in on the Marketo benefits that will deliver faster results before you begin. Here is a list of things you should set up with Marketo:

  • Create custom fields
  • Create a static list for NetSuite leads
  • Create a smart campaign
  • Identify Marketo Activity Types
  • Gather Marketo API credentials

All of these are straightforward items and will result in a streamlined integration.

Step 3: Prep your Sales Team 

Leading integration solutions have existing connectors for both NetSuite and Marketo. This will lessen the time your team would need to get the integration up and running. A highly flexible integration platform is capable of working with even the most complex of NetSuite installs. This will enhance performance through the integration product while also delivering new capabilities that don’t require your sales team to log into another application. 

As a result of integrating your CRM with your marketing automation tools, sales teams can become more productive and empowered. The first use case the sales team should prepare for is how to deal with the prioritized resulting leads. 

With the automation process, your integration partner should be able to inject the right leads to meet the proper criteria based on the organization’s priorities. You’ll win many friends within the sales organization the better you can help them prioritize leads using quality data. 

With the only platform that delivers sales insights to sales management dashboards or within each rep’s view in NetSuite, the marketing team will experience reduced friction which ultimately leads to better alignment. 

The next benefit to sales is having transparency into what marketing is doing and the leads that are actually converting. Gaining this visibility within their existing tools allows them to increase the level of personalization they can apply to leads and opportunities, a proven strategy to convert to more closed-won deals. This can only be done through syncing the Marketo Activity Feed directly into the Customer and Contact view within NetSuite. 

Ultimately, getting data and feedback to marketing from sales helps drive improvement earlier in the funnel. Closing this feedback loop in an automated fashion results in better-targeted marketing for sales. 

In the current climate, subjective or anecdotal feedback is inefficient. But with comprehensive, bi-directional integration, marketing can now access the needed insights systematically without leaving Marketo. It also typically enhances overall messaging because the content is more targeted and relevant.

Related: Elevate Your Revenue Impact with Marketo

Step 4: Build the Right Reporting

Yes, one of the best NetSuite marketing integration is with Marketo, and with both applications connected, you must think about how and what reporting will now be accessible. The items below should assist you in tracking the success of your marketing efforts and the effectiveness of your entire revenue operations.

Campaign Activity

Utilize the opportunity data that will reside in both systems to determine which campaigns have the greatest success both in revenue generated and ROI. Track the spending of those campaigns against the metrics above to land on the most cost-effective strategies.

Lead Information

Segment your prospect and customer data to get insight into common threads within those different cohorts. Track the various sources of leads to see what programs drove the greatest conversions.

Verify’s RevConnect will enable the best NetSuite/Marketo marketing integration. Your revenue team will have all they need to show more accurate results and deliver improved metrics through a more connected revtech stack. Request a demo now.

Author: Matt Klepac | CEO | Vertify