Building Scalable and Efficient Smart Campaigns in Marketo

According to Elicia Chen, it’s crucial to optimize how these campaigns are structured to prevent common issues like API call overuse or sync errors.

“An inefficient way would be to enforce a sync to Salesforce after each process runs, which consumes API calls and can cause errors due to sync lag.”

Marketers often make the mistake of syncing records after each individual process, which significantly increases API calls. This not only creates unnecessary data flow between Marketo and Salesforce but also leads to sync lag, where records aren’t updated promptly, causing discrepancies between the two systems.

How to Build Efficient Smart Campaigns

To avoid these issues, Elicia advises that businesses bundle updates within Marketo before syncing them to Salesforce. This approach ensures that all changes are processed together, minimizing the number of API calls required and reducing the risk of sync errors.

“It’s smarter to bundle all the updates in Marketo before sending the record to Salesforce, reducing errors and API call consumption.”

By carefully organizing the structure of smart campaigns, marketers can avoid wasting resources on unnecessary syncs and ensure that Salesforce only receives updates when all necessary data is ready. This also improves data consistency, as records will only be synced once they are complete.

The Benefits of Scalable Campaigns

A well-structured and scalable smart campaign setup can significantly enhance the efficiency of marketing automation workflows. Not only does it reduce the strain on both Marketo and Salesforce, but it also ensures that marketing teams can handle larger volumes of data without encountering sync delays or errors.

“Efficient campaigns allow your marketing automation to scale as your business grows. By minimizing errors and optimizing API usage, you ensure that your system can handle larger campaigns over time.”

Conclusion

Creating scalable and efficient smart campaigns is key to maintaining smooth Marketo operations, especially when syncing with Salesforce. By bundling updates and reducing unnecessary API calls, marketers can avoid sync issues and create more reliable workflows.