Marketo Connector Setup Guide

Configuration

Go to the Connector Marketplace and add a new connector. For general instructions on how to add a connector, see About Connectors.

After adding the connector, configure the following settings:

• REST API Client ID: (Required) Provide the client ID found in Marketo > Admin > LaunchPoint. The API user must have permissions for Read-Write Lead, Read/Execute Campaigns, and Read Lists. For more information, see Marketo: Create a Custom Service for Use with ReST API.
• REST API Client Secret: (Required) Provide the client secret found in Marketo > Admin > LaunchPoint.
• REST API Endpoint URL: (Required) REST API Endpoint found in Marketo > Admin > Web Service. For example, https://123-ABC-123.mktorest.com/rest.
• REST API Identity URL: (Required) REST API Identity found in Marketo > Admin > Web Service. For example, https://123-ABC-123.mktorest.com/identity.

Actions

Action Name	AudienceStream	EventStream
Add Lead to a List	✓	✓
Add Lead to a List (Batched)	✓	✓
Remove Lead from a List	✓	✓
Remove Lead from a List (Batched)	✓	✓
Send Transactional Email	✓	✓
Create or Update a Lead	✓	✓
Create or Update a Lead (Batched)	✓	✓
Merge a Lead	✓	✓
Bulk Import Leads (optionally add to list)	✓	✓

Enter a name for the action and select the action type from the drop-down menu.

The following section describes how to set up parameters and options for each action.

Add Lead to a List

Parameters

Parameter	Description
Target Static List	(Required) Select a list. The platform loads a maximum of 300 lists. If the list does not appear, enter the list ID.
Target Lead ID	Use if the Lead ID for the user is known. Leave Lead ID Lookup blank.
Lead ID Lookup	Use if the Lead ID for the user is unknown. Leave Target Lead ID blank and use this field to search for the Lead ID with a variety of filters. Possible values: id, cookies, email, twitterId, facebookId, linkedInId, sfdcAccountId, sfdcContactId, sfdcLeadId, sfdcLeadOwnerId, sfdcOpptyId.
Add lead	Add lead if it does not exist.

Add Lead to a List (Batched)

Batch Limits

This action uses batched requests to support high-volume data transfers to the vendor. For more information, see Batched Actions. Requests are queued until one of the following thresholds is met or the profile is published:

• Max number of requests: 300
• Max time since oldest request: 30 minutes
• Max size of requests: 1 MB

Parameters

Parameter	Description
Target Static List	(Required) Select a list. The platform loads a maximum of 300 lists. If the list does not appear, enter the list ID.
Target Lead ID	Use if the Lead ID for the user is known. Leave Lead ID Lookup blank.
Lead ID Lookup	Use if the Lead ID for the user is unknown. Leave Target Lead ID blank and use this field to search for the Lead ID with a variety of filters. Possible values: id, cookies, email, twitterId, facebookId, linkedInId, sfdcAccountId, sfdcContactId, sfdcLeadId, sfdcLeadOwnerId, sfdcOpptyId.
Add lead	Add lead if it does not exist.

Remove Lead from a List

Parameters

Parameter	Description
Target Static List	(Required) Select a list. The platform loads a maximum of 300 lists. If the list does not appear, enter the list ID.
Target Lead ID	Use if the Lead ID for the user is known. Leave Lead ID Lookup blank.
Lead ID Lookup	Use if the Lead ID for the user is unknown. Leave Target Lead ID blank and use this field to search for the Lead ID with a variety of filters. Possible values: id, cookies, email, twitterId, facebookId, linkedInId, sfdcAccountId, sfdcContactId, sfdcLeadId, sfdcLeadOwnerId, sfdcOpptyId.
Add lead	Add lead if it does not exist.

Remove Lead from a List (Batched)

Batch Limits

This action uses batched requests to support high-volume data transfers to the vendor. For more information, see Batched Actions. Requests are queued until one of the following thresholds is met or the profile is published:

• Max number of requests: 300
• Max time since oldest request: 30 minutes
• Max size of requests: 1 MB

Parameters

Parameter	Description
Target Static List	(Required) Select a list. The platform loads a maximum of 300 lists. If the list does not appear, enter the list ID.
Target Lead ID	Use if the Lead ID for the user is known. Leave Lead ID Lookup blank.
Lead ID Lookup	Use if the Lead ID for the user is unknown. Leave Target Lead ID blank and use this field to search for the lead ID with a variety of filters. Possible values: id, cookies, email, twitterId, facebookId, linkedInId, sfdcAccountId, sfdcContactId, sfdcLeadId, sfdcLeadOwnerId, sfdcOpptyId.
Add lead	Add lead if it does not exist.

Send Transactional Email

Parameters

Parameter	Description
Target Email Campaign	Select the target smart campaign created for transactional email. For more information, see Marketo: Transactional Email.
Target Lead ID	(Required) Provide a target lead ID.
Token Data to Set	(Optional) Map token value to token name. Use the full token format from the Marketo UI. For example, { { my.message } }.

Create or Update a Lead

Parameters

Parameter	Description
Update Strategy	(Required) Select the update strategy.
Lead Lookup Filter	(Optional) Select the filter field to look up an existing lead. The selected lookup filter field must have a value set in the Lead Data section.
Lead Data to Set	(Required) Map values to lead property names. Date attributes are automatically formatted to ISO 8601 format.

Create or Update a Lead (Batched)

Batch Limits

This action uses batched requests to support high-volume data transfers to the vendor. For more information, see Batched Actions. Requests are queued until one of the following thresholds is met or the profile is published:

• Max number of requests: 300
• Max time since oldest request: 30 minutes
• Max size of requests: 1 MB

Parameters

Parameter	Description
Update Strategy	(Required) Select the update strategy.
Lead Lookup Filter	(Optional) Select the filter field to look up an existing lead. The selected lookup filter field must have a value set in the Lead Data section.
Lead Data to Set	(Required) Map values to lead property names. Date attributes are automatically formatted to ISO 8601 format.

Merge a Lead

Parameters

Parameter	Description
General Data to Set	(Required) Winning Lead ID: The winning lead. Losing Lead ID: Lead to merge (losing lead).
Merge in CRM	Specify if the merge should also occur in CRM.

Bulk Import Leads (optionally add to list)

Batch Limits

This action uses batched requests to support high-volume data transfers to the vendor. Requests are queued until one of the following thresholds is met:

• Max number of requests: 25,000
• Max time since oldest request: 30 minutes
• Max size of requests: 10 MB

Parameters

Parameter	Description
Target Static List	(Optional) Select a list to add leads to.
Lead Lookup Field	(Required) Field used for lead lookup. The selected lookup field must have a value set in Lead Data section. Possible values: id, cookies, email, twitterId, facebookId, linkedInId, sfdcAccountId, sfdcContactId, sfdcLeadId, sfdcLeadOwnerId, sfdcOpptyId.
Lead Data	(Required) Map values to lead property names. The lookup field must also be mapped.

Use case example

In this example, the Marketo connector creates and pushes a new lead into the lead database. Visitors who join the Shoe Fans audience become leads.

Step 1: Define attributes and audience conditions

Create a Visitor ID attribute to store the user’s email address. It is the unique value associated with the lead.

Although it is possible to create a lead from only an email address, we recommend that you capture more information to associate with the lead. In step 6, you pass this Visitor Email visitor ID attribute with three trait attributes for first name, last name and company.

Then create a new audience titled Shoe Fans. Set up logic so that all visitors with the Shoe Fan badge and a true Known user boolean attribute are added to the audience.

The Known user boolean determines whether the user is known. If an email address is associated with the user, it is set to true. If no email address is present, it is set to false. This condition is required because you cannot convert an unidentified user into a lead.

Step 2: Create a custom service in Marketo

Log in to your Marketo account at https://login.marketo.com/.

A custom service lets users describe and define what data their client app can access. Before the app can be used, a Marketo Admin must associate it with an API-only user that can read, write, merge leads, and read and execute campaigns.

You need to obtain the following information:

• REST API Client ID
• REST API Client Secret
• REST API Endpoint URL
• REST API Identity URL

To create a custom service in Marketo, see Marketo: Create a Custom Service for Use with ReST API.

Step 3: Add the Marketo connector

To add the Marketo connector, perform the following steps:

1. Go to AudienceStream > Connectors.
2. Click + Add Connector.
3. Click Marketo.
4. Click + Add Connector.

Configure REST API fields

1. Go to the Configure tab of your connector window.
2. Enter the values from step 2, along with your title and any relevant notes.
3. Click Next.

Configure actions

1. In the Actions menu, select Create or Update a lead.
2. Select the Shoe Fans audience.
3. For the Update Strategy, select Create only.
4. For the Lead Lookup Filter, select Update Strategy.

Map the appropriate data and values. Under Lead Data to Set, select the attribute created in step 1 and any others, and map them to their corresponding values.

Step 4: Test and trace configuration

After setting up your configuration, test it. Run a Trace to verify that events are handled properly and that the lead was created with the correct information in your Marketo dashboard.

The trace shows:

1. The audience was joined (Shoe Fans).
2. The action was triggered (Marketo- Create leads).
3. The action was processed successfully (1 action processed / 0 actions failed).

Step 5: Verify in Marketo