How to Keep Salesforce Records From Syncing to Marketo

There are many reasons why you would want to keep Salesforce leads or contacts out of Marketo. Maybe you are reaching your Marketo database limit and you want to remove anyone who you can no longer email (hard bounces). Or perhaps you have a bunch of leads or contacts in Salesforce without an email address, that are taking up space in your Marketo database. The bad news is that if you delete these people from your Marketo database, once the Salesforce sync runs, they will be added to your Marketo database again. The good news is there’s an easy way to keep Salesforce records from syncing to Marketo, using a custom sync rule.

Step 1: Create a custom Salesforce field

First you need to create a custom checkbox field on the lead and contact in Salesforce. I ususally call the field ‘sync to marketo’ and make the default value ‘checked’.

Map the lead and contact fields in Salesforce.

Wait for the Marketo integration to sync the new field over to Marketo.

Step 2: Update the leads/contacts you don’t want to sync to Marketo

Now that you have a checkbox on both the lead and contact to flag if you want them to sync over to Marketo, you need to update the field to false for the records you don’t want to sync. This can be done through Salesforce data loader, manually in Salesforce, through a Marketo smart campaign, or through a Marketo list action.

Step 3: Contact Marketo Support to add the custom sync filter

You will need to open a case with Marketo support to get them to create the custom sync rule for you. Here’s what I use for my case details.

  • Priority: P3: Concern, Minor Issue
  • Case Issue:
  • Case Sub Issue: Sync
  • Case Type: Help me setup/create
  • Subject: Custom Sync Rule Creation
  • Description:
    I need a custom sync rule created for both leads and contacts. If Sync_to_Marketo__c is FALSE the record should not sync.

Step 4: Delete the records out of Marketo

Once the sync rule is in place, it will not automatically delete any records in Marketo. You will need to delete the records via a smart campaign or a list action.


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