How to integrate Drift with your Marketing and Sales stack
Integrating Drift with a single system is straightforward, but most companies with a strong marketing effort have both a Marketing and Sales Automation System. Once multiple systems are introduced the flow of data becomes an important factor in order to prevent duplicates and improper lead handling.
Below is a guide for connecting Drift to both Marketo and Salesforce. If you have another marketing automation system such as Hubspot, Eloqua, or Pardot, the steps although similar will need to be adapted around the specific data that Drift can send to those systems.
High level of the data flow
The ideal state is a cyclical flow, where Drift sends data into Marketo, Marketo sends to Salesforce, and Drift then reads data from Salesforce.
- Drift is connected to both Marketo and Salesforce
- Drift sends leads to Marketo
- Drift sends activities to Salesforce
- Drift reads lead, contact, and account ownership from Salesforce.
The Set Up
Next, let's set up the lead flow from Drift to Marketo. Head to your Marketo settings and turn on the following settings.
You'll also want to configure which field in Marketo will receive the information for the lead owner (the agent in Drift who booked a meeting with the site visitor, the agent who was in the conversation, and the agent who closed the conversation) In this example, DriftContact is an example custom field we created in Marketo.
Let's start by sending the chat and meeting activities into Salesforce, and turning off the lead flow into Salesforce. Head to your Salesforce configuration page and set up the following:
Lastly, let's set up the ability for Drift to read ownership data from Salesforce. This is done in two parts
- Drift Salesforce Ownership Routing, which is available on the professional plan.
- Drift Salesforce Account Syncing, which is available on the Premium (formerly Company) plan which allow reverse-IP intelligence with Drift Intel.
Thanks for reading and going through the setup with Drift, Marketo, and Salesforce. Let us know what works, what you found out, and what challenges you faced going through this process. We use customer feedback to improve our suggested practices!
Frequently Asked Questions
Why send leads into Marketo instead of sending them into Salesforce directly?
Sending leads directly into Salesforce will prevent Marketo from recording the website attribution that Marketers love so much. Because Drift passes along the Munchkin Cookie when we create a new lead in Marketo, your marketing team will be able to track the original source and the website journey of these leads before they ever interacted with Drift.
Why send activities into Salesforce and not Marketo?
Unfortunately, the activities that Drift sends into Marketo are not able to be synced into Salesforce because they are custom Marketo activity objects. You can still use these activities in Marketo to start workflows, however they are not able to be passed to your Salesforce instance. If you are using Drift with only the bot (no agents), this is less of an issue as all data captured is purely Marketing data. However if you have any agents live on the platform or calendars connected, you should send activities also to Salesforce so they get proper attribution.
What happens if I send activities into Salesforce but the lead from Marketo hasn't synced over yet?
If the lead/contact does not exist in Salesforce yet, the activity will fail to append to that record. When connected with Salesforce, we'll retry after a configurable delay, set in your Salesforce Sync Settings!
Does this integration work with Marketo Salesforce Sync enabled?
Yes! Syncing between Marketo and Salesforce should not interfere with this workflow.
If you're looking for the more general Marketo integration help doc, check it out here!