DayTwo Funnel SalesForce & Marketo Integration

About

DayTwo provide personalized nutrition and actionable insights that allow you to live healthier and maintain normal blood sugar levels. The product is based on a five year research conducted by Prof. Eran Segal and Prof. Eran Elinav from the Weizmann Institute of Science in Israel; the research was funded solely by the Weizmann Insitute of Science and upon its completion, the research technology was licensed to DayTwo. Find out more here https://www.daytwo.com/howitworks/.

Objective

DayTwo uses Salesforce as their CRM and Marketo as their marketing automation system. It was important that both these systems and the purchase funnel work synergistically to maximise the benefit to full potential for DayTwo in terms of marketing automation, centralised data, and in-depth data capture. DayTwo needed us to implement their purchase funnel with SalesForce and Marketo, while also ensuring fail-safe scenarios were catered for.

Process

Since we were also building the DayTwo Purchase Funnel, we didn’t need to do a system analysis. However, we did need to do a processes analysis and really understand the objective behind it. Working with DayTwo’s SalesForce & Marketo consultants, we first worked on understanding the outcome DayTwo were looking for assuming an ‘ideal integration’ and then worked backwards from there:

  • We discussed several use cases and then decided the type of data that would be relevant for SFDC and Marketo
  • We then mapped how this data would flow in to Marketo and SFDC based on how the data could be actionable by both SFDC and Marketo. (Also ensured that the API’s of Marketo and SFDC supported this).
  • We discussed several scenarios where the API integration could fail and also discussed workarounds.

Solution

We designed a custom workflow solution for DayTwo that sent data to Marketo and SalesForce based on the user’s journey within the purchase funnel. Relevant data was sent at the correct time and matched to the correct fields within Marketo & Salesforce.

This integration was designed to run in real-time to ensure the latest information was on Salesforce and Marketo. We also took advantage of smart development with hourly crons for API-fail scenarios to ensure there was no loss in information on Salesforce and Marketo. With this we were able to make life easier for management and the team at DayTwo, ensuring their integration with Salesforce and Marketo was reliable and scalable.

This integration was just a 1-way integration (Purchase Funnel to Marketo/Salesforce) and did not involve the ability to have custom fields created on-the-fly via the integration. If you would like to learn more about our SalesForce integration that had this ability, please click here.