During the past few years, the Vertify team has had the opportunity to work with hundreds of our customers connecting NetSuite and Marketo. Along with implementing our RevConnect integration technology – used for lead syncing, personalization, and overall marketing attribution reporting – the team also assists with thought leadership and CRM/marketing automation best practices.
Since many of our new customers in this space already have NetSuite, they are typically new to Marketo or new to marketing automation overall which creates a small learning curve.
However, we’ve realized over time there wasn’t much written on how to get the most out of this integration. We’ll share how we’ve managed to integrate these 2 applications seamlessly, improve performance and ensure a high amount of data quality along the way.
By applying the steps below, we have built an integration tool – RevConnect – to provide a seamless user experience between the CRM and marketing automation system. RevConnect was built to collect and share valuable customer, lead, and opportunity information between the two applications, immediately improve closed won or conversion rates, and provide more marketing attribution. This level of data has helped our customers better understand what was and wasn’t working both from the Marketo and NetSuite side of things. Ultimately, this integration paired with a sound sales and marketing strategy has helped our customers drive record-breaking growth, alignment and efficiency. Now it’s your turn.
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 that it will do everything that 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 that’s you, then you may want to seriously consider how Marketo might fit into your plans. While email campaign building and tracking are the core function of Marketo, the power users leverage the platform to: track website behavior, build landing pages and forms, and create dynamic segments based on cross-channel behaviors. Inside Tip: As you’re considering these things, ensure you can provide this valuable information to your sales team to assist with personalization in their opportunity reach-outs. This can be done without adding a Marketo license but achieved through integration with RevConnect.
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 that 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. One of Marketing’s biggest assets is the website. Having your marketing automation platform connect to the website and sync with the CRM, ensures core components of the ecosystem are integrated. To accompany that, you need closed loop reporting so that you can determine which marketing campaigns are actually driving opportunities, closed won deals and become customers.
Will it actually help me deliver tangible results?
The short answer is yes! Through the integration layer, we’ve been able to help companies build more data-rich marketing campaigns which typically leads to better prospects in the funnel. Specifically with email programs, you can now keep leads fresh through nurturing of data that sometimes gets stagnant. Lastly, and what we sometimes consider the piece de resistance for marketers specifically, is actually tracking and monitoring your contribution to bottom line revenue. While all 3 of the results are important, the last result by itself usually creates a sense of urgency for the drivers of the revenue team to move quickly.
Step 2: Set Up Marketo for what you need
If you’ve decided that Marketo is the tool for you, before integrating it with NetSuite, you should hone in on things within Marketo that should assist with faster results, sooner. Here is a list of things you should set up, with your Marketo:
- Create custom fields
- Create a static list for NetSuite leads
- Create a smart campaign
- Identify Marketo Activity Types
- Gather Marketo API credentials
All straightforward items, but will net a streamlined integration.
Step 3: Prep your Sales Team
The fact that Vertify has existing connectors for both NetSuite and Marketo actually lessens the time a team would need to get the integration up and running. But, you should know that a strong point of our platform is the high flexibility of our integration technology, RevConnect. We’ve been able to work with even the most complex of NetSuite installs to enhance performance through the RevConnect integration product while also delivering new capabilities that doesn’t require your sales team to log into another application.
As a result of integrating your CRM with your marketing automation tools, we’ve seen sales teams become more productive and empowered. The first use case the sales team should be prepped for is how to deal with the prioritized leads that come as a result. With the automation process, we can inject the right leads that meet the right criteria based on the organization’s priorities. You’ll win many friends within the sales organization the better you can help them prioritize with 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 can have comfort in reduced friction that ultimately leads to better alignment.
The next benefit to sales, is the transparency into what marketing is doing and what is actually converting. By doing so within their existing tools, this increases the level of personalization to leads and opportunities which has proven to convert to more closed won deals. This is 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 to drive improvement earlier in the funnel. Closing that feedback loop actually in an automated fashion has a positive impact on better targeted marketing for sales. In our current climate, subjective or anecdotal feedback is inefficient. But with the Vertify RevConnect bi-directional integration, marketing can now access the needed insights systematically without having to leave Marketo and typically enhances overall messaging.
Step 4: Build the Right Reporting
With both applications connected, it’s imperative that you’re thinking about how and what reporting will now be accessible. Consider the items below that should not only assist in tracking success of your marketing efforts but also the effectiveness of your entire revenue operations.
Utilize the Opportunity data that will now be captured in both systems to determine which campaigns have the greatest success both in revenue generated and ROI.
Track the spend of those campaigns against the metrics above to land you on the most cost-effective strategies.
Segment your prospect and customer data to get insight into what common threads can be gathered within those different cohorts.
Track the different sources of leads to see what programs drove the greatest conversions.
Now with your Netsuite and Marketo instances fully integrated with RevConnect, your revenue team will have all they need to show more accurate results and deliver improved metrics through a more connected revtech stack.