Best Practices for Managing Contact Communications in Marketo and Salesforce Integration

·Mar 09, 2026 03:29 PM·

Hi everyone! Can anyone point me to resources on contact management? Many of our CSMs have reported that communications aren’t always reaching the right contacts. Currently, our Marketo setup can filter by country, product subscriptions, and primary point of contact (POC) to narrow distribution lists. When we use the POC, the communication goes to only one contact per organization--which doesn’t always match CSM expectations. If we don’t use the POC filter, the message goes to all contacts attached to the account, which we also want to avoid. I’m considering adding additional fields in Salesforce that could feed into Marketo, but I want to avoid adding unnecessary fields. Any guidance or best practices would be greatly appreciated.

3 comments

· Sorted by Oldest

Holly Reynolds
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H! In a prior role, we had CSM key contact fields that the CSMs were required to update in Salesforce (didn't always happen, but it was the business expectation that they did), which we then used to send marketing comms in Eloqua. We also had Community user and support user roles that we targeted, in addition to those CSM roles. Hope that helps!
Irwin Hipsman
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Kayleigh Bateman Here's my take. There are 2 key pieces of data that will help better define the audience. First is titles. Are they up to date. Keep it simple. C-level, VP, Director, Manager, Specialist. Second is relationship. You identified main point of contact. Would add admins, advocates, active user of your product, inactive user. You may want to add highly engaged contacts (attend webinars, open emails…) but not sure if that is necessary early on as it's more complicated and not sure if it changes who you be communicating with. Hope this is helpful. If you would like to chat 1-1, LMK.
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Kayleigh Bateman
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Thank you so much for sharing, Holly Reynolds and Irwin Hipsman! This is exactly the path I was going down so helpful to hear your thoughts. Irwin, sending you a DM so we can find time to connect.
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Best Practices for Managing Contact Communications in Marketo and Salesforce Integration | CMAweekly Customer Marketing and Advocacy Slack