Thank you everyone for being with us today. We are delighted to have Pauline Royer from Abilways with us, and Amanda Barr from Vertify. We decided with Pauline Leconte from Adobe to have this session after having, some projects, between Marketo and other CRMs. I'm talking about, for instance, Zoho CRM or Pipedrive with Abilways, and I found, Vertify so great that I said, okay, let's create a MUG, because that solves a lot of troubles. So I'm Sylvain Davril from Merlin/Leonard, and I think you all know me. We are a French agency dedicated on Marketo, and maybe I will let, Pauline and Pauline and then Amanda, introduced herself, and we will do a quick tour. There are not so many of us currently. Maybe it will arrive in the future. Okay. Thank you. Sylvain. So I'm Pauline Leconte from the Solution Consulting team at Adobe. And I've been working since ten, ten years now on marketing automation solutions. And I now also work on Marketo Engage for... I think it's been for three years now. And so happy. Happy to share some insights on our native capabilities. And then of course, answer any of your questions. So I -am Pauline Royer. - I've been in charge of marketing automation at Abilways for five years now. So, Abilways, just to give you a quick overview, it's a European multi specialist group in professional training. So we have several bronze, each, specializing in a specific area or competence, of competence or a business expertise and we operate in France, Belgium, Luxembourg and -Portugal. -And my name is Amanda Barr. I've been with Vertify almost six years now. I am a product marketing manager for Vertify. but I started in the, kind of data and data integration implementation role. So, my, when I first started at Vertify, I helped Abilways of the world's and other customers implement with Vertify. So I have a pretty deep technical understanding of certify and its capabilities, um, and kind of how we can help with data integration between Marketo and other revenue applications and systems that you might -have. -We have divided this session in several parts. First, Pauline will present just a reminder on the greatness of the native integration. Because they are great. They're great actually. Then, yours truly will present the limits we often encounter for those integration Pauline Royer from Abilways with tell us what was the life before that and what has changed with Vertify. And then Amanda Barr will have the main part of the presentation and deep dive into Vertify because we all love seeing demos. Not so many slides. Right. So let's start with Pauline. So, yes, this is just to start with a quick recap of what is provided out of the box. So we have three native connectors. Maybe Veeva is the one you you don't know because it's the more most recent one. It's used a lot in the healthcare industry. But Salesforce is definitely the most used one, and it's also the longest standing integration I think we have. I believe it's from the beginning of Marketo. So if we drill deeper into those CRM connectors, you can see here, all the objects that are synced thanks to the connector. And once the connector is installed, it syncs, well, the changes every, five minutes. So this includes any changes you do to the data, but also schema changes. So if you add a field to, let's say, a lead or a contact object, in Salesforce, it's automatically incorporated into Marketo Engage. The main benefits of this kind of integration is that IT is not required. I mean, you do not have to involve your IT to do those sync integrations. Installing the connector is very easy. You, for instance, add maybe a couple of fields, like, maybe the the lead score, onto Salesforce, if you need to have it. And then you create a Salesforce user, for instance, that Marketo will use to sync data. Then it's really a click of a button in Marketo to enable the sync. So that's pretty simple. That said, the connector, there's quite a lot of things. In addition to firing the changes to the data and the schema. It also resolve conflicts. It can mirror as well the lead lifecycle from Salesforce. It can handle some merges and deletes, and so on. So pretty much a lot of stuff. You also get access along to this sync capability. You also get access to, I think more than 50 filters and triggers, that allows you to react, well, immediately to Salesforce activities such as, I don't know, a change in the status of an opportunity, for instance, when you can react to this with some updates in the system with a triggering a message, etc.. so yeah, this comes with the connection. And if you have extended your Salesforce data model with some custom objects it's also very easy from inside Marketo to add them to the sync with the click of a button as well. So no IT involved here. and finally, the connector also allows you to sync a lead to the CRM. Once it's qualified. I mean, to sync it, like, nearly immediately. It's quite fast., Although, the native connector, there's a lot, sometimes, if you have a, a typical CRM with a very specific configuration or really customized CRM, you may need to explore other ways. And this is why I'm gonna leave the floor to Sylvain, Pauline and Amanda to give you a glimpse of what's feasible if you're in such a situation. Yeah. Thank you. Pauline. You have a reminder on the screen. Could you. -Sorry, I didn't see that. -I tried to click on my screen, but that -is. -It's mine. -Sorry. -Well, let's have a quick look on the limits of those integration. So first Merlin/Leonard, you know, French agency. A lot of projects since 2012. We use Marketo and Salesforce internally. So we love to push that every day and to connect to everything. And we are, you know, a certified partner of Vertify. Very proud of that. And we've done three project with vertical yet. So the first thing that's great is that, once you think a marketo instance with a CRM instance, whether it's Salesforce, Dynamics, it's eternal love, you will never separate those two. Why is that? Because as soon as you integrate those two instances, the Marketo data model is changed deeply by the CRM. So you just cannot sync the things. A legend says it's possible for sandboxes, but it's a legend and I think Marketo can do that, but with your own responsibility. But we will never do that for production. So that usually is no problem until you have a merger, a change of organization, a change of CRM happening, and suddenly, the team says, oh, we will change Salesforce or Dynamics or whatever. I hope it's not a problem on the marketing side and say, oh, yeah, that's requires a new instance and a migration project. So as soon as you change anything or you just, for instance, want to on the sandbox, want to refresh your environment, that usually requires a new instance. And to to do the setup again. And I know companies who have like... One merger per year. And they are building, building up the CRM changing very often. And it's a bit of a nightmare. So that's one business case when you want a flexible integration between your CRM and the marketing automation. Yeah. There's a trick in the integration. It's that the unicity key is not the email address. I think you all know that for the integration, it's the email address ass soon as someone enters a form, the Marketo form or uploads the list in Marketo, no problem with that. And that's great because you will not create duplicate when importing list or when someone enters multiple forms. But for the integration, it's the CRM ID which is the key, which is also great because very often you have to change the email address of the person in the CRM. Your sales discover that someone has changed, the job change. And so it's not in company A, it's in company B, the email address has changed. I changed, for instance, in my CRM and I want that replicated in my Marketo. So this is what the CRM ID has. The unicity key allows. And that's a great functionality. The problem is when And I'm not finished. But the problem is that when we try to create a person at the same time in both systems. So, the first case is, for instance, a person is really eager with your product or service, fills out a form and calls directly the call center. So the person will be created in Marketo through the form and for instance, directly in Salesforce because, because the call center takes the call. And for instance, the person is not synced directly with Salesforce or it's within the five minutes Pauline talked earlier. In this case, the system will say, oh, I've got, for instance, Leonard in Marketo and not in the CRM. But in Marketo, Leonard doesn't have any CRM ID, so I will create another alternate in Marketo when the sync triggers. And this creates duplicates. So what I see very often is that people starting Marketo not having synced with the CRM. So we import from the CRM, huge lists of people in Marketo. We start working creating programs, Marketing programs. And at some point we say, oh, let's sync both systems. And we have all those people in Marketo created with the right email address, but without any CRM ID, and we cannot update the CRM ID beforehand. The ones we see in the system, the integration will say, oh, they are okay. There are plenty of people in Marketo, but nobody has any CRM ID, so the CRM is not the same guys as the CRM. So let's push everybody in Marketo. And that's when we create massively duplicates in Marketo, which are a bit of a pain to you to tackle. It's possible, but it's tricky. So what would be great here is to say the key is CRM ID in the first step. But if you don't find the CRM ID in Marketo, please have a look at the email address. That would be great. And spoiler alert it's something Vertify does very well. Next slide. So another a bit tricky, tricky situation. One customer of mine is pretty mature in digital marketing, and she's using heavily the performance insight you see and the attribution model of Marketo, the standard attribution model. I'm not talking about visible here. I'm talking about, you know, this native attribution model that takes your opportunity in the CRM, distributes the revenue on the contact of your opportunity, and look for all the successful touches in Marketo for those contacts and distributes the revenue on those contact. That's how you bring the revenue from the CRM, from the sales to the marketing program. But there are a list of untold rules around that. The first one is that, to allocate or not the revenue to attach to a successful touch. This touch has to happen before the opportunity was created. If we look at the pipeline and before the opportunity is closed, if we look at the revenue. The opportunity closing. It's great because it's the closed date and usually the closed date is a date you can change in the CRM. So you have you have the control on that. But the created date on the opportunity is a system date. So if you don't create your opportunity exactly when you receive the business, it will trigger issues. And the most funny one. Uh, funny. Not for her, was the tradeshow. She told me, when I do a trade show, we we work a lot for months to create this show, to bring a lot of people on the booth to call, to have meetings with the sales. And we will. You know, after the trade show, we will update Marketo with the attendees thanks to this list or the whatever. But days after the trade show. But the sales, they know the system, they create and they close the opportunity during the day. So their opportunity is created before me being able to say, this person has attended the trade show. So the marketing doesn't get any revenue for this trade show, and you have the feeling to have worked a lot without collecting any benefits. So it was a bit the war in this company during the trade show because the created date, you cannot change that and you cannot remap that. You cannot do anything. So, this was a huge issue we could solve thanks to Vertify. You know that we cannot, in the native integration, do any transformation of data. And there are plenty of business cases where you want to transform your data first. If you're using dynamics, you know that some of the values behind the list of values are codes, not actual English labels or French labels. You very often have codes. And this is when you want to sometime translate those codes before the the data enters into Marketo. You want to change these salutation codes to 2814 to 20,000 to Mr.. For instance, because no marketing team wants to work with those codes. And unfortunately it's not possible in the native integration. Again, you want to replace the technical key you have for instance the contact here or the created by They are keys in dynamics. You want to replace that with the name, the actual name of the contact or the actual name of the sales. What we wanted. If you don't have the Sales inside and you want to push something like the interesting moments in the CRM, you want to aggregate several fields you have in Marketo into one field in the CRM. That's again something, so you can tell me, oh, we can do that in the CRM. Yes. But it's easier to do that during the transformation. You want to format correctly, the date or the text. I had the case for this customer where, Oh yeah, the prospect or the customer entered sometimes the email address uppercase and the CRM didn't recognize the email address that it was. A different lowercase and uppercase were treated differently. So it creates duplicates in the CRM when the contacts enter the email address uppercase. And it was a huge, huge problem creating duplicates all over the chain. So, for instance, we would like to say each time an email address is pushed to the CRM, please, apply a lowercase transformation. And you want also sometimes to say, okay, we've collected the mobile phone of the contact in the form, but we don't want to update the one the Sales had so much issue to to get. So the person enters a false mobile phone number. Please don't erase the one from the Sales. So that's something again we cannot do in the native integration. There are some business objects that we would like to have to use in Marketo, for instance, the Opportunity Product. I don't know you, but I really would be delighted to have the products of the opportunity in my Marketo, and that's not the case. So, Pauline, you stop me if I say something wrong. But I think it's like that. Pauline Leconte. And again, the activities from dynamics are not into Marketo. They are from Salesforce, but not for dynamics. And constant said, I have systems like quiz or webinars that are updating some customers right in my Marketo, and I cannot push the updates from my custom object to my CRM because the the integration for the custom object is only in one direction from the CRM to Marketo. So I cannot push the answer I got from the quiz into Marketo to my CRM. I cannot push the webinar question or pupils I did. And. We are stuck. We accept trading ideas on the marketer website. We cannot do anything. The last one is the error management I think. Yeah. So in Salesforce you know that it's more or less readable. You can more or less find the error but with dynamics, I had hours of, you know, pulling my hair, trying to understand those kind of tricky error message. So usually you sometimes need the help of the support to do that. You cannot replay a batch that has failed. So if, let's say, 1000 contacts were not updated because of certain error and you correct, for instance, the listed value on all those thousand contacts, you cannot say I will replay this batch of errors and the errors don't stay long in the system. And we don't have really any KPIs to understand how well my integration is working because we don't have any KPIs to aggregate all the errors. So that's a few business case. Amanda will talk. But before that, let's hear Pauline. Yes. So, here was, the slide for the presentation of Abilways. So the company I work, I work for. So just a quick reminder, we are multi specialist in professional training, and we cover all of these fields. And we are in several countries in Europe. In today's presentation, I'd like to talk to you about the evolution of our integration between Marketo and our CRM, which is Pipedrive. First, I'd like to discuss the beginnings when we only had a unidirectional integration. Then we'll talk about the requirements definition phase that brought us to Vertify solution. And finally, I'll explain how we ended up with a thorough bidirectional integration setup with Vertify and the related projects that have been launched or planned. Before I get there, it's just a quick overview of the project. From Marketo implementation to the launch of the latest Marketo Pipedrive Flow. So as you can see, the project has taken a long time, especially because we had to postpone it several times on our side. It started in July 2019 with Marketo implementation. A few months later, in December, the agency we were working with at this time developed a unidirectional Marketo to Pipedrive integration so we could pass on generated leads to sales. And it's only in November 2022, so three years later, that we started, working with Vertify to redesign from scratch the integration. So it has been a very long process for us. And we divided the project into three batches. As you can see here. To make sure that we deliver as quickly as possible, and in line with our business priorities. So we did it in multiple times. So let's start with the first part. What we had before Vertify. So, as I told you, after Marketo implementation, our previous agency developed a unidirectional integration. So that leads generated by Marketo could be passed on to the sales team. At this time, it was really a priority to improve the processing and conversion of our leads, but very quickly we ran into some difficulties. So the first one was the inability to manage the integration with the agency. So we were completely dependent. The second one was that every evolution required additional development, which meant additional costs. And finally, we experienced a lot of bugs affecting the lead transmission, which had a major business impact for us. So let's move to part two. So with all these difficulties, we try to redesign the integration to be more efficient, but it never met our expectation. And in the meantime, we stopped working with our agency and started the collaboration with Sylvain from Merlin/Leonard. So at this moment, we started to think about what we really needed. And to begin with, we have identified our two major needs. The first one was about the technical parts. So we needed an easy to handle and easy to upgrade solution. And the solution that did not require IT or external intervention. So we could be completely autonomous. The second need was about the type of integration. At this time we realized sorry, that we needed a bidirectional integration between Marketo and Pipedrive so we could have a complete conversion so we could retrieve customer consumption data in Marketo and use Marketo as a genuine relationship marketing tool. And so we can retrieve all of the open deals from Pipedrive in Marketo so we can adapt and adjust our communications. And these two points, they both serve the common objective that was enhancing the sales marketing alignment. That was really a crucial issue for us at that time. To improve lead qualification and lead management, to improve conversion rates and customer knowledge, shorten the sales cycle, and obviously to increase sales. So ultimately, we really wanted to make sure that we put the sales efforts in the right place at the right time. So, that's part three. after identifying, these different needs, Sylvain from Merlin/Leonard recommended us the Vertify solution, which was capable of connected Marketo and Pipedrive. And, here. Is the bidirectional integration that enabled us to have we are now, as you can see here, we are now able to send data from Marketo to Pipedrive, but also from Pipedrive to Marketo, which was a big change for us because we never had this path before. And, we realized this integration in stages, in three stages. The first batch was divided into two parts. The one was about the lead transmission between Marketo and Pipedrive. It allowed us to send information about organization person and lead deals to Pipedrive. And the other one allowed us to send information about organization and person from Pipedrive to Marketo, giving us a better customer knowledge in Marketo. And the second and third here. Batches were designed to complete the Pipedrive Marketo flow by sending deal and product information from Pipedrive to Marketo. So that was really the very big new part for us. So here are some of the key benefits and improvements. So we now have a smoother and more flexible integration. We can answer the sales team request quickly and efficiently by adjusting the mappings on our own. So that's really new for us. So when we start a new campaign or we have a new form. If we need to pass some information to the sales team, we just need to go in Vertify and change the mapping, or add the new fields. And here we are. We can pass on the information to the sales team. We also get a wider range of customizations by using filters and mapping directly from the Vertify platform, so that's a big change. We also have a better efficiency of the data flows. Unlike the previous integration, we don't experience interruption in data transmission anymore. So no more big business impact for us. And finally, we now get a wider range of possibilities for marketing campaigns. Especially because we have now customer knowledge accessible in Marketo and not only in Pipedrive. So it changes everything. Now I'd like to share some tips with you. So to make this work, you really need first to know the entire internal information system of your company. The different flows between the different tools and where the reliable data is located. Without without this knowledge, it's very difficult to build an effective integration. And we had some issues on our side. So that's really important to have the big picture. To make this work. Tip number two. It's obvious. But don't forget that there is an American solution. So you have to take into account the time difference. It can be tricky sometimes, even if the team is doing its best to be accommodating. But they start their day when we finish ours. So there is always a time lag. And finally, you should definitely involve the sales database and IT teams from the beginning of the project just to make sure that we are all aligned and that we have been anticipating everything. We also have some issues on this side. So I think it's very important. And for this last part, let me show, the main project we were able to launch thanks to Vertify integration and others which are planned for the coming months. So the first project was about optimizing and automating the abandoned basket processing. So thanks to Vertify, we now receive all the leads that abandoned their basket in Marketo. They go through an automatic workflow that sends a personalized email to encourage them to finalize their basket. After that, leads are passed on to the sales team via Pipedrive for a phone call. So that's the process to be able to set up this automation. We were dependent on the IT team. They needed first to enable leads from our website to be transferred to Pipedrive. So that's why it's so important to get all the departments onboard right from the start of the project, because without the IT team, we wouldn't be able to to go through. And in the end, this project is a real time saver by automating what was before a manual process. And it also allows us to capitalize on major business opportunities. So it was really interesting. The second project is still in progress. It consists in automating cross-selling operations. In the end, we would be able to trigger an email to push level two of the training initially completed by the lead. It would help build loyalty and increase the average basket of our customers. So it's a very good thing. It's obviously something that we already do, but only occasionally and through a manual process. So very time consumer. The automation could be simple, but it involves two different departments within the company. IT first, because we need to retrieve the real consumption data in Pipedrive. And this is not the case at the moment. We only have what's the lead order on the website. But the training session could have been reported or canceled. So we don't have the real consumption data. And it involves as well a product team to obtain a mapping of training courses. So again, we really need everything to be on board. Every team, sorry, to be on board. And the third project is to reactivate the key account customers. So we will trigger an email to the customer a few weeks after the completion of the training to push related contents. We identified three types of content we can push to another customer's top training courses by field linked whitepapers and webinars to be able to do that. We first need to establish some management rules with the sales team to know the right time to contact customers according to them, and when we should hand over the reins to the sales team so they can do their job. So we also need to find a mapping system between customer and content. And that's the tricky part as well. So the objective of this project is to keep our customer portfolio alive through automatic actions, and make sure that the sales team only make the efforts at the good moment for them and build customer loyalty again. So, yeah, here it is. That's it for the project. Of course, we are still working on new use cases to make sure we get the most out of this integration, but for the moment, that's it for me. So thank you very much. Thumbs up. Are you able to see that? Yes. Okay, great. So, for, the next few minutes here, we'll be talking about Vertify, kind of a little bit more about who we are and what we do. And then I'll be showing you a demo as well of the Vertify platform. So, first up, who is Vertify? what are do specialize in? So, Vertify is a data integration and automation platform. We are the preferred Adobe partner for Marketo. Uh, so, you know, when Marketo is looking for a partner to help integrate Marketo with other CRMs that maybe aren't supported by the native integration or for complex use cases. For a a CRM like Salesforce or Dynamics, that isn't supported by the native integration, they turn to us. So that could be things like, you know, maybe you have multiple instances of dynamics or multiple instances of Salesforce. or maybe you want to integrate, dynamics, Marketo and Sales Loft or Outreach or another platform that maybe your sales team uses or your finance team uses. That's where we come in. Vertify is purpose built for revenue teams. So we're purpose built for the business user marketing, sales, finance, customer success. Anyone who is responsible for revenue at your organization, who has a tool and application that they use to make their jobs easier. We connect into those tools and facilitate the integration of those tools together to be sure that teams aren't siloed. Your data isn't siloed. You have a kind of full picture of your customer in whatever tool you're looking at. I also wanted to mention, like Pauline said, we're an American company, but we are GDPR compliant, and we store, any data that's on a server. Those are all stored in Europe servers for our Europe clients. So that helps with, you know, security and compliance and all of that good stuff. Like Sylvain mentioned as well, we have a partnership with them. So that helps with kind of the time difference too, if you're looking to implement Vertify and you know, want to work with one of our services partners on it. Merlin Leonard. He is in the same time zone rather than us who are 6 or 7 hours behind. So that helps as well. Alrighty. So a couple of additional things about why customers come to us or why Marketo pulls us into help. For situations where the native integration doesn't work. So there might not be an integration at all. So you might have something else that you want to integrate with Marketo besides Dynamics or Salesforce. If you need help with automating those manual tasks and workflows, Vertify specializes in that as well. As well as automating processes or helping you to define processes if they don't already exist. For manual work that you're doing. Tech debt management is a big one as well. Uh, you know, you might have all of these disparate systems that aren't talking to each other, and each team has their own process and way of storing data in each of these separate systems. So Vertify comes in to help polish that data to help, uh, kind of standardize those processes so that you get the most out of your investment with Marketo and your other applications that you're using. And then the last one is reporting an analytics deficiencies. So, um, like I mentioned, it's hard to have accurate reporting and forecasting and analytics if you don't have the entire picture of who your customers are, what they're doing, what they're interested in. And if you don't have clean data to back all of that up. Um, so these are the kind of main points on why customers come to us directly or why Marketo might bring us in to help out. So impact of those challenges. On the previous slide, if they don't go... if they go unaddressed. so big one is the inability to get the most out of your existing tech stack or existing applications that you have purchased and paid for and that you're using. We want to be sure that you get the most out of those and can really use them to their full potential. You know, Marketo is a best of breed system for marketing automation. but it's only as good as the data that's in there. If you have dirty data or incomplete data, or data that is outdated, that can really impact the efforts that you are doing in Marketo. That second one is lack of transparency across teams and alignment across teams. You know, marketing and sales alignment is a big challenge. A lot of people talk about it, but it is something that's really hard to do if you are not sharing data with each other. And if you are not on the same page with processes, and you don't have that insight into what your, the other teams are doing, um, or insight into actions that your customers have taken in the CRM versus Marketo. And then the last bit here is your strategy and execution will not be effectively linked. Again, if you haven't aligned your teams and your systems and if you still have silos across your organization. All right. So a little bit more about Vertify. So, we say that Vertify is a near native integration, solution, meaning that, like the native integration, you don't need to know how to code. It's made for the business user. It's kind of drag and drop functionality or fill in the blank functionality. So you get all of the benefits of a native integration. But on top of that, you also have the ability to configure and customize that solution as well. So vertebrae is a very elastic and flexible platform. You can do a lot of different things and have a lot of kind of advanced transformations and rules within vertically to match the business processes that you have. and then, transparency is a big tenet for us as well. We want to be sure that you have full visibility, visibility into your data. We like to say that data doesn't always take the happy path. Particularly, you know, if humans are entering data, if a person is filling out a form or if you know your marketing team or your sales team is entering data, inevitably, there's going to be typos, there's going to be data that's missing, there's going to be data that is in an incorrect format, like phone numbers and emails and that sort of thing. So we want to, uh, be sure to give you visibility into where those gaps might be so that you can go and correct them or have Vertify clean that up and correct it for you, with our automations. And then like I said, there's flexible scalability within vertically. Um, you know, whereas a native integration takes data from point A to point B, and then from point B back to point A, you can have a multidirectional ecosystem where you are connecting multiple different platforms together and making sure that they all stay in sync, um, and that you don't have any of those silos. All right. And then a little bit more about how our integrations work. So we have pre-built API connectors. And we have kind of a best practice, mappings and settings for you to build off of as well. So we can put those in to Vertify, so that, you know, you don't have to start from scratch, so you have somewhere to kind of build off of. And then you can customize those and add additional rules and mappings as you see fit. So, typically we connect into the API with Marketo. Specifically we um connect into Marketo rest API. And you can set up smart campaigns in Marketo to control, you know, which leads are sent over to your CRM. So only if they are qualified or meet maybe a score threshold. You can control that. And you can also control when information is updated in Marketo. Which of those fields, which of those data points you want to collect and push over to the CRM or other other systems like financial systems, data warehouses, again, sales enablement systems as well. So, you have access to those standard objects and fields, just like with the native integration. In addition to that, there's custom objects and fields and advanced transformations, which I'll show you as well. And then there's, within Vertify, there's the ability to connect unlimited systems. And we don't have, you can do unlimited records as well. So unlimited mappings and unlimited records within Vertify. There isn't a limit to those. Depending on how many systems you want to integrate. There's different tiers in Vertify. So you can decide again maybe it's 1 to 1 Marketo to your CRM, or maybe it's 3 or 4 or 5 or 6, whatever that makes sense for you. Alrighty. so I'm going to switch over to the demo here. So this is Vertify. Are you able to see that with my mouse moving around? Okay. Perfect. Perfect. So this is our dashboard. This is a kind of high level bird's eye overview of what's going on with your integration and anything that's currently happening, anything that's scheduled. All of that good stuff. One of the things I'm going to show you in here is how we handle synchers when they happen. Again, data doesn't take the happy path. So, if there is errors due to missing or incorrect data, we'll show you how we display that so that you can resolve those issues with the data. And then I'm going to show you a bunch of different kind of custom customizations that you can make and options that you have within Vertify. But this right here, this is again, we aim to give you insight and transparency into your data. So it takes the guesswork out of what is happening with your data. What is happening with your integration. All righty. So the demo I'm going to show you today is with Marketo and a CRM. So what you're seeing here, this is what Vertify looks like and what you will see when you're looking at what is happening with your integration. So within each of these different, um, movements here, each of these different automations, you can set up rules, settings and mappings on a field by field basis for each of these movements. So let's talk first about Sylvain's point about how errors can be hard to manage with a native integration or really with a lot of other integration tools as well. It can be difficult to understand kind of what's going on and why. So let's look at this one here. So here's an example of a movement that has some errors. So within Vertify you can click here to export these errors. So you can kind of take a look at them all together in aggregate. And then on sync error by sync or a basis, you can also click View Records here, to see what records have that error with this one in particular. You can't see that just with the type of error that it is. But if there is any records that are affected by this particular error, you can see which records those are, and you can see kind of a snapshot of the data for those records that are being affected by the integration. There's also a help center link. So you can see some documentation on how to resolve this error, why this error is happening, and then what you can do to prevent it from happening in the future. So for some context, the errors that are happening here, we're trying to feed some opportunities over to Marketo, but the contacts that are associated with those opportunities haven't been moved yet. So Marketo is saying, hey, I can't create this opportunity, that record doesn't exist. So what our job with Vertify would be, uh, for, for this specific use case, we would say, okay, let's set up a filter or setting that says to only push opportunities through to Marketo if the contact has moved through. Easy peasy. That gets rid of that error. And then you won't see it again. If these errors aren't resolved by the next time the sync runs Vertify will automatically retry these errors for you. So like with the native integration, where errors, you know, failures aren't always retried, Vertify will retry this error for you every single time. So if it's something like, you know, email is in an incorrect format or you're missing a required field or something like that, once you go into that person's record and fix it, Vertify will automatically see that, automatically retry the error, re push the record through and the error will be resolved. You also have the ability to see a history of what's happened within the movements. So again, in the spirit of transparency, we want to be sure you can see, you know, what's currently going on, but also a history of what has happened previously. And maybe if there were previous sync errors that happened and you want to go back, you know, a month ago and see what might have happened at that time. So you're able to see that as well. Alrighty. so let's talk about, the different customizations and the different transformations and things like that, that you can do within Vertify. So like I mentioned before, Vertify, at its core, it has drag and drop functionality. So you grab the field that you want to map from the left hand side of the screen and drop it wherever it needs to go on the right hand side of the screen. And that creates your mapping. Um, so that creates just kind of a 1 to 1 mapping pull data from here, push data to here. However, there's also a fill in the blank functionality as well. And you can click into the fields to open up more, uh, options for settings for mapping that field. So the first thing I wanted to talk about here is what we call a move action. So move actions control when data is when this particular field is allowed to be overwritten in that system. So you can choose to only feed through data if it's a brand new record that Vertify is creating, or maybe only if it's an existing record that we're matching with. Maybe you want that to happen for both. So if the data is updated in, you know, one system, you want it to move through and overwrite and also update that piece of data in the other system to keep your applications in sync, to be sure that that data is always up to date. And then Sylvain mentioned this one specifically as well. You also have the ability to feed through that piece of data for new and existing records, but only if it's blank in that system. So we would add an append data to that person's record. But we would never overwrite it. We would never change it. We would only add it. So each of these options, you have the ability to customize for every single field. So you can choose different rules for every field that you have mapped. Um, and you can kind of respect the source of truth for that particular piece of data. So you know, typically your CRM is your source of truth for things like billing address, um, and that sort of thing. Since a lot of times, you know, invoicing and things like that can come out of your CRM. So maybe you don't want to allow Marketo to ever change that information. But then on the other hand, maybe Marketo is your source of truth for when people unsubscribe. So you want to be sure when people unsubscribe in Marketo, you can move that data through and update it in your CRM and allow it to to overwrite that data. Amanda, I think we don't see the dropdown list. So maybe you can change some values here that we. -Oh sure, sure. You see that? Yeah. Okay. Okay, great. Um, good. Thank you for letting me know. So this one is the only feed through for new records. This one here is only feed through for records that already exist that Vertify's matching with and updating. This is the this is kind of the standard one. Feed through the data, keep it in sync for new and existing records. And if it's different, if it's been changed, go ahead and update it in the other system. And then the last one here is only update that piece of data if it is currently blank, but don't overwrite it. All right. So that is move actions. There are also I talked about polishes before. So there are different options here to format and polish your data, so that it is all clean in the same format. If you have requirements in, say, your CRM about the, let's say phone number, maybe the phone number needs to be in a specific format, for your CRM to accept it. if you add that polish to your phone numbers, then it will. You have the ability to kind of change how that data is fed through. So you have a few different examples here. Other options are uh, truncating. So you can maybe your fields have a character limit of 100 characters. You can shorten that piece of data. So it's only 100 characters. Uh, you can round, uh, numbers to the nearest decimal point. You can update formatting for websites and URLs. Case is a big one. So maybe again when people are entering data they might not have names, um, as the correct case, like a title case, maybe they're all lowercase or maybe they're all uppercase. So when you want to pull those names into email templates in Marketo, you want it to look nice and be title case, so you can polish the data in that way. And then you can do find replace. So maybe you want to replace a certain character with something else. And then there's also date uh, polishes as well. Um, again, this helps to format the data in a way that it makes sense for your business processes and what you're doing with that data, but also in a way that your CRM or in a way that Marketo is expecting that data to be formatted. So if, kind of like Sylvain was saying, if you have data stored in different ways between your CRM and Marketo, you might need to add some of these polishes to keep that in sync, and to format it correctly. All right. So let's talk through some of the different transformation capabilities. so the standard one is is just map. So when you drag and drop those fields together that creates a 1 to 1 mapping. We take the data from point A, push it to point B. So that's kind of the, the standard baseline for mappings. However, there are multiple different options as well for how you set up these mappings. So one is value. So you can, maybe you want to feed through a value of true for a specific field. Maybe you want to check a box for every record that's moving through. Or maybe you just want to feed through today's date, for a certain case, you can do that as well. Translate is a big one. We were talking previously about how, a lot of times, particularly with dynamics, you don't have the ability to transform and translate those IDs into something that makes sense for your marketing team to look at, so, you can create what we call translation tables, in Vertify, to transform the data from your CRM to Marketo and vice versa. So that really helps with, again, transforming that data so it's usable. It's also helpful for if you have sensitive information like health care information or financial information, and you don't want that to be displayed in Marketo. You can also translate this data to mask it, to obfuscate it so that it's maybe a code or something like that where you could still use that for lists and smart campaigns and emails, but it won't be stored in Marketo or it'll be hidden from that team. So that's a big deal as well. And just to give you an idea of what a translation table looks like, are you able to see that new tab? Oh, yes. No. Okay. Let me see here. But now. Yeah. Okay. Perfect. So this is what it looks like. You can upload a file here if you want. Or you can load values from, like, your CRM in here, through the API. And then you can create a conversion table here to put that data into a format that you want it. So for example, you know, a lot of CRM store, particularly drop down fields as IDs or codes, or like, sales reps, internal ID and dynamics, that might be how it's stored. And you can convert this to the friendly name with something that makes sense. Okay. The next one here. This is another big one. You can do lookups to other related tables so you can say, you know, maybe I'm feeding through contacts into Marketo. But I want to pull a piece of data that exists on that contacts customer record. So you could do this within Vertify and pull that piece of customer data. Maybe it's a website or something like that into this movement and feed that data through. This is also helpful for you know, maybe you have a related address record or related custom object or something like that, or you want to go and look up that data and pull it through. This is really useful for that. And then we also have the ability to do splits and combines. So split will take one field and split it into two. So maybe you have like your name field all in one. But you want to break it out into first name and last name. You can do that. You can do the opposite of that which is combine. So maybe you want to take two fields and put them together in one field. Again for email templates or something like that. We can even do basic math if you would like. So if you have different fields that you want to add together to create a new kind of combination, this is really useful. One thing that, um, we find this useful for, particularly in Marketo, is if you want to calculate a score change. So you could take the new score minus the old score and then feed through what that score change was. So you can see how many points they were increased within their lead score. And then the final one. This one is maybe my favorite one, because it's so cool. But we can do conditions in vertically so you can say, you know, maybe only feed through this piece of data if these conditions are true. So maybe I'll only feed through the email domain if it is one of these, let's say three different domains. So you can kind of stack the conditions on on top of each other. Um, you can even say, you know, if condition A, B, and C is true, then maybe you want to feed through a static value. Maybe you want to feed through a value of completed or something like that. As an example. So this allows you to, you know, really customize and really decide when data is fed through, what data is fed through and how that looks in your end system. additionally, you can stack transformations on top of each other. So maybe you have three different conditions that you want to do. Or maybe if this condition is true, then maybe you want to translate that previous information that was found using a translation table. So really the options are endless here with how you might customize this information, how you might adjust the settings and the mappings for your specific needs for your specific business processes. And then the last piece I wanted to show you also was our scheduling capabilities. So this is where you can set up schedules for how often the integration is going to run. And also the order that it's going to run in. So if, you know, some clients we work with, they have a lot of processes going on during the day, uh, in their CRM and in Marketo, they have people in there making a lot of changes. Maybe there's scripts running or workflows running or something like that. And maybe you want to control how often Vertify is pushing data into both of those systems to help alleviate some of the bandwidth, limitations that you might have. So, within the schedule, this is where you can set up those rules. So one thing that you can do with a solution like Vertify is you can actually control the order. Um, that data is updated. So if you have dependencies and say your CRM and you want to be sure employees are updated before customers, you can control this within the schedule to respect those dependencies. And then you can also control how often this happens. So maybe you want this schedule to run every minute. This is, as you know, basically real time that you want this information to be updated. Or maybe for your, let's say, opportunities, you only want those to be updated every day. Maybe they don't need to be updated as often. So you can kind of schedule those to run, say, overnight when, when folks aren't in your CRM or in Marketo making changes and, and, you know, adding to the bandwidth restrictions. So this helps to just keep things, up and running for you. So it's not impacting, you know, business operations. But most often I would say our customers choose to just let the integration run behind the scenes in as close to real time as possible. It doesn't, you know, typically, impact anything because we're, you know, only connecting to the APIs. This is only for if you have, again, a very customized, very heavily used, very script heavy and workflow heavy instance, that is always already kind of pushing that system to the limits during the day when everyone's in there. So then the last thing I wanted to mention as well. I think I can stop sharing for this bit. So we talked about how, you know, the native integration. The great things about the native integration is it's easy to set up, quick and easy to set up and is included with your Marketo subscription. Which is great. And, it just kind of runs behind the scenes for you. But there are, you know, those hidden costs with the native integration, when things fail, when that data does not take the happy path. And, there are errors. You can spend a lot of time trying to figure out what's going on and to clean up those errors and to, you know, manage what's going on, which can be pretty burdensome. So, what we've seen in the past, on average, with our customers is, when they use Vertify, they reduce that manual lead management efforts by 65% per year, which is huge. So that also equates to a productivity gain of about 520 hours per year. So when you're thinking about this and like a cost benefit analysis, um, giving that amount of time back to the business user so that they can focus on things like strategy and creative assets and things like that, rather than trying to resolve sync errors that happened within the native integration. That's really huge. We found the average payback period with Vertify, the average return on investment is two and a half months after using Vertify and deploying it. So that's really huge. and, again, you know, our goal is to help take all of these manual processes that you have, automate that, you know, take that kind of data management burden off of the business user, so that they can really focus on what their job should be, you know, which is not data management, not error management and tracking down, you know, missing information and that sort of thing. Maybe you could show again, you know, the merge part where we see how you decide the university key for each flow and see how all the the flexibility you have on that. That's something I love in Vertify. Absolutely. All right. So yeah. Let's talk about filters and merge rules. So a filter, allows you to control which records are eligible to move between your systems. So again this helps with keeping your database clean and making sure that there isn't anything that's moving into your CRM that is clutter. So you can adjust, you know, you can have as many filters as you would like here. You can set up different sets of filters where, you know, this set of filters has to be true, or this set of filters has to be true in order for a record to be eligible to move. So it helps to prevent errors in the first place. So, you know, if a record doesn't have an email address, you probably don't want that record moving into Marketo. Because you want to be able to send emails. So it helps keep things clean, prevent errors. If you know, the record isn't complete yet. So it's not cluttering things up within the integration, but then it also allows you to control which records you really want to pass over to, you know, your other teams, to your CRM, to your sales team. So that is filters and then merge rules. So this kind of helps to close that gap with the native functionality that I was talking about where, you know, duplicates can be created. So Vertify has, many, many different options for merge rules, that control what, when data, when Vertify, creates a new record versus when we match with and update an existing record. And you can have different sets of checks that you can look for before Vertify chooses to. To create a new record. So in this case, maybe you look for that matching, you know, CRM, ID first and then maybe as a backup, you look for a matching email address. And we even have the ability to do fuzzy matching. So that would be a 90% match on that piece of data. This is really useful for things like company name. So if the company, if someone enters a company name, Nike. But the company name you have in your CRM is Nike LLC, a fuzzy match would find that as a match. So you don't have to look for an exact match. Again, just helping with different ways that people might enter data or typos or that sort of thing. So there are a bunch of different options here with the deduplication rules that help to close again, that backdoor for the possibility of -duplicates being created. -Maybe a quick word on the how it works, the pricing model. Amanda. So all of our pricing information can be found on our website. So we're pretty transparent about that. All right. So, under vertify.com/pricing, you can take a look here. There's so There's two separate kind of buckets here. There's the platform. So purchasing Vertify. And then we also offer service where, if you don't want to have, if you don't want to go into Vertify and make changes or manage it, we will manage the integration for you. So we have that service as well. But for the kind of annual license, there's three different tiers. So our starter, starts at $7,350, Growth, $11,100 and then premium is $15,000. So it depends again on how many applications you are, you are connecting. So starter is bidirectional integration. So two applications. Growth is three applications. And then premium is four or more applications. And then from there, so let's say you have a contact database size of 10k, your pricing is listed here. And then, you know, you can adjust this little slider here to determine what that would be for your database size. So it's very similar to how Marketo does it, with database size. So it's that plus how many applications you're looking -to connect with Vertify. -So, thank you all for attending. Thank you Amanda. Thank you, Pauline and Pauline. We will then, edit the video and push that to all the attendees and the registered, and it will be available somewhere on Adobe's website or on my website. And we will push also in email the contact for Amanda because you all want now to add Vertify to your marketing stack. Thank you guys and have a wonderful evening. Bye bye. -Thank you. -Thank you again. -Thank you. -Bye bye.