![]() ![]() If you get two thousand emails a day and only two hundred are important, it’s going to be easy to miss things. Filtering helps eliminate noise and make sure we’re only delivering actionable leads. Once we have that value, we can filter based on working hours this means our integration will only ping the AD team member when they’re working. Then, and this is really cool, we use the Slack time zone associated with each employee to translate current time into their local time. So we filter the leads based on whether or not they were created in the last 5 minutes. We’re using an external persistent queue, so we have to anticipate times where the two systems are unable to contact each other. We need to build filtering into our processing before it’s ready to go into production. ![]() We push all leads we receive into the queue and stream from the queue into our Slack messaging logic. We used a messaging queue to have a persistent record of the messages we need to send. Now that we have the lead we need to deliver, we will need to maintain state. This means minimizing the API calls we make, or, if we have to make them, caching the results that don’t change often–e.g. Everything we do has to be as close to instant as we can get it. The push from Marketo to SFDC under the right circumstances takes a couple of minutes. We have a self-imposed 5 minute SLA from the time of lead generation. This means when a lead falls under scope of the integration, it quickly coordinates the assigned unique user ID with all the information we need. Then we built an object store inside of Mule using the SFDC unique user ID as the key to an object containing name, email, Slack unique user ID and Slack time zone. We did a lookup of the user lists for SFDC and Slack and coordinated employees between the two systems using email. At this point we have the leads we want, so how the heck do we deliver them? SFDC associates the lead with their unique user ID for each person. We worked with Marketing Ops to refine the Salesforce Object Query Language (SOQL) search to narrow down high quality leads acquired in the last 5 minutes and then assign them to a person.Ĭool. It didn’t make sense to rebuild that logic in Anypoint also, if we had done this we would have removed Marketing’s ability to change their criteria themselves. Part of this sync from Marketo to SFDC involves filtering and assigning the leads to an appropriate Account Development individual. Marketo pushes leads to our instance of Salesforce (or SFDC) with a reasonable SLA around delivery. ![]() Our leads go directly into Marketo, but that wasn’t the right place to gather them. The first step was to determine the systems we needed to interface with. This is something we had to take seriously. To deliver a solution, we partnered with Marketing Operations and the Account Development teams. In yesterday’s post, Mike pointed out that if our sales team responds quickly to a lead, it correlates to a higher probability of connecting with the prospect. ![]()
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