Marketo Connector Setup Guide

Connector 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	✓	✓

Configure Settings

Navigate 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’. (Learn more about How to Create a Custom Service.)
• REST API Client Secret: (Required) Provide client secret found in Marketo > Admin > LaunchPoint.
• REST API Endpoint URL: (Required) REST API Endpoint can be found in Marketo > Admin > Web Service, example: https://123-ABC-123.mktorest.com/rest
• REST API Identity URL: Required. REST API Identity can be found in Marketo > Admin > Web Service, example: https://123-ABC-123.mktorest.com/identity

Action Settings - Parameters and Options

Click Next or go to the Actions tab. This is where you configure connector actions.

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

Action - Add Lead to a List

Parameters

Parameter	Description
Target Static List	Required: select list
Target Lead ID	If the Lead ID for the user is known, leave the Lead ID Lookup field blank and use this field.
id
cookies
email
twitterId
facebookId
linkedInId
sfdcAccountId
sfdcContactId
sfdcLeadId
sfdcLeadOwnerId
sfdcOpptyId
Add lead	Add lead if it does not exist.

Action - Add Lead to a List (Batched)

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

Parameters

Parameter	Description
Target Static List	Required: select list.
Target Lead ID	If the Lead ID for the user is known, leave the Lead ID Lookup field blank and use this field.
id
cookies
email
twitterId
facebookId
linkedInId
sfdcAccountId
sfdcContactId
sfdcLeadId
sfdcLeadOwnerId
sfdcOpptyId
Add lead	Add lead if it does not exist.

Action - Remove Lead from a List

Parameters

Parameter	Description
Target Static List	Required: select list.
Target Lead ID	If the Lead ID for the user is known, leave the Lead ID Lookup field blank and use this field.
id
cookies
email
twitterId
facebookId
linkedInId
sfdcAccountId
sfdcContactId
sfdcLeadId
sfdcLeadOwnerId
sfdcOpptyId

Action - Remove Lead from a List (Batched)

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

Parameters

Parameter	Description
Target Static List	Required: select list.
Target Lead ID	If the Lead ID for the user is known, leave the Lead ID Lookup field blank and use this field.
id
cookies
email
twitterId
facebookId
linkedInId
sfdcAccountId
sfdcContactId
sfdcLeadId
sfdcLeadOwnerId
sfdcOpptyId

Action - Send Transactional Email

Parameters

Parameter	Description
Target Email Campaign	Select the Target Smart Campaign that was created according to: Sending a transactional email from Marketo using the API
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 as in the Marketo UI. For example, { { my.message } }

Action - Create or Update a Lead

Parameters

Parameter	Description
Update Strategy	Required: select update strategy
Lead Lookup Filter	Optional: select filter field by which to look up an existing lead. Selected lookup filter field must have value set in Lead Data section.

Create or Update a Lead (Batched)

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

Parameters

Parameter	Description
Update Strategy	Required: select update strategy.
Lead Lookup Filter	Optional: select filter field by which to look up an existing lead. Selected lookup filter field must have value set in Lead Data section.

Action - Merge a Lead

Parameters

Parameter	Description
Winning Lead ID	(Required)
Losing Lead ID	(Required)
Merge in CRM

Use Case Example

In this example, you will use the Marketo connector to create and push a new lead into our lead database. More specifically, you will make those who join the Shoe Fans audience into leads.

Step 1: Define Attributes and Audience conditions.

Create a new 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 solely from an email address, we recommend that you capture more information to associate with the lead. In step 6, you will pass this “Visitor Email” visitor ID attribute along with three trait attributes for First name, Last name and Company.

Then create a new audience titled Shoe Fans and set up logic so that all visitors with the Shoe Fan badge and a true Known User boolean attribute will be added to the audience.

The Known user boolean was created to determine whether or not the user is known. If there is an email address associated with user, it is set to true. If no email address, it is set to false. It is a necessary condition because you cannot convert a site user into a lead if you do not know who they are.

Step 2: Create a Custom Service in Marketo

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

A custom service allows users to describe and define what data their client application can access. Before the application can be used, a Marketo Admin must associate it with a single API-only user with the ability to read, write, and merge leads, as well as being able to read, and execute campaigns.

You need to obtain the following information:

• REST API, Client ID
• REST API, Client Secret
• REST API, Complete REST endpoint URL
• REST API, Complete Identity endpoint URL

Follow steps 1-7 on Marketo Custom Service to learn how to create a Custom Service in Marketo.

Step 3: Add the Marketo Connector

To add the Marketo connector, perform the following steps:

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

Configure REST API Fields

You should now have all the information needed to properly set up your connector:

1. Navigate the the Configure tab of your connector window.
2. Copy and paste the values obtained from step 3, along with your title and any relevant notes.
3. Click Next.

Configure Actions

In this window, give the connector instructions on what to do.

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

Since a lead is only as good as the information associated with it, map the appropriate data and values. Under Lead Data to Set, select the attribute created in step 1 along with any others, and map them to their corresponding values.

Step 4: Test / Trace Configuration

After you finish setting up your configuration you need to test it. The best way to test your configuration is to run a Trace to make sure that your events are handled properly and to check your Marketo dashboard to make sure your lead was created with the proper information.

The image above shows 3 main things:

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

Step 5: Verify in Marketo