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SET-UP GUIDE
Velocify + Marketo Integration Guide
About Velocify®
Velocify® is the leading sales acceleration platform. The company helps more than 1,500 sales teams sell more by bringing speed and control to the entire sales process. Velocify helps sales teams prospect with more precision, accelerate lead engagement, and implement optimized workflows, ultimately helping sales teams find and convert more leads.
SET-UP GUIDE
TABLE OF CONTENTS
Introduction 2
Velocify Tools Required 2
Four Parts of a Marketo / Velocify Integration 2
1. Marketo Posts New Leads to Velocify 2
2. Marketo Posts Update to Leads Already in Velocify 3
3. Velocify Posts New Leads to Marketo 5
4. Velocify Posts Update to Leads Already in Marketo 5
Configurations to be Completed in Velocify 6
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SET-UP GUIDE
IntroductionMarketing teams rely upon Marketo to attract, nurture, qualify, and deliver win-ready
leads to sales. Once a prospect moves to an MQL, however, marketing is often left
in the dark, losing visibility into how a lead is progressing down the sales funnel.
Now, you can combine Marketo with Velocify’s sales acceleration solution so every
prospect touch-point captured by Marketo is fed directly into sales. Sales teams can
leverage this data in Velocify to distribute the right leads to the right reps, prioritize
leads when they are at their highest likelihood to close, and tailor communications to
match each prospect’s journey.
Velocify Tools Required• Velocify LeadManager Software (Velocify Pulse for Salesforce.com has a different integration)
• Velocify API Access
• Velocify XML Poster
Four Parts of a Marketo / Velocify Integration1. Marketo Posts New Leads to Velocify
Velocify Data Fields
Velocify data fields must be set up to receive the new lead post from Marketo. “Marketo ID” must
be one such field.
Marketo Data Post
Create web hook to post new lead to Velocify upon the appropriate Marketo triggering event.
For each web hook, utilize the Velocify integration guide to “Add New Lead”. (API or custom
end point)
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SET-UP GUIDE
2. Marketo Posts Update to Leads Already in Velocify
Velocify Data Fields
Velocify data fields must be set up to receive the update post from Marketo.
Marketo Score Fields:
• Behavioral Score
• Marketo Score
• Demographic Score
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Marketo Interesting Moment Fields:
• First Interesting Moment
• Recent Interesting Moment
• Interesting Moment 1
• Interesting Moment 2
• Interesting Moment X
SET-UP GUIDE
Velocify Actions (Logs)
Create a Velocify Action for each Marketo Interesting Moment.
Marketo Data Post
Post must be set up in Marketo to update Velocify as Marketo Interesting Moments occur.
Create a web hook for each interesting moment that you would like to send to Velocify in real time.
For each web hook, utilize the Velocify integration guide to do either of the following in Velocify. (or
both, depending on requirements):
• “Update Field” (API or custom end point)
• “Take Action” (API or custom end point)
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SET-UP GUIDE
When utilizing “Take Action”, the logs will be stored in Velocify for each Marketo Interesting Moment.
3. Velocify Posts New Leads to Marketo
Use Case
While all digital leads will originate in Marketo, leads that walk into the office, email their information
and phone in might originate in Velocify so this section is critical.
Marketo Data Fields
Marketo data fields must be set up to receive the new lead post from Velocify. “Velocify ID” must be
one such field.
Velocify Data Post
Post must be set up in Velocify. Utilize Velocify XML Poster tool to do so.
4. Velocify Posts Update to Leads Already in Marketo
Marketo Data Fields
Marketo data fields must be set up to receive the update post from Velocify.
Velocify Data Post
Post must be set up in Velocify. Utilize Velocify XML Poster tool to do so.
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SET-UP GUIDE
Configurations to be Completed in Velocify
There are several ways to use the rich data set that comes from Marketo to improve sales
efficiency in Velocify, including dynamically sending text messages based on a change in score or
automatically adapting the sales phone script based on a change in the lead’s Marketo activities.
However, the most common use cases will be to distribute and prioritize (and redistribute and
reprioritize) leads based on the data coming from Marketo:
Distribution
Create a distribution rule set to automatically assign new records, per business rules.
Create a distribution rule set to automatically assign existing records that have reached a specific
milestone or data criteria, per business rules.
Prioritization
Create a rule, or set or rules, for each Marketo Interesting Moment that should trigger the re-
prioritization of a lead.
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