How To Integrate Marketo With Anything

on under Epic Guides, Marketo Marketing.

Marketo is an absolute beast of a product that allows you to collect user data from contact forms and landing pages, connect that information to previous interactions that they've taken on your site before filling out the forms, and launch personalized campaigns. Further strengthening the product, Marketo integrates with various other pieces of software, including your CRM. In this guide, we'll cover:

By no means does this guide need to be followed from beginning to end. Each individual piece is skippable, although the final section, "Integrating Marketo With Your Website," is highly recommended, particularly for the section on "Installing The Lead Tracking Code." Additionally, if you use Salesforce, the sections on integrating with Salesforce and installing and using Marketo Sales Insight should be considered close to mandatory, as Marketo's integration with Salesforce is one of the most robust and comprehensive in the industry.

Let's dive in.

Integrating Marketo With Salesforce

Integrating Marketo with Salesforce is a process that can be broken down into 4 main steps:

  1. Set up the permissions in Salesforce
  2. Install Marketo Lead Management from the AppExchange
  3. Sync Marketo with Salesforce
  4. Verify that the sync is functioning properly.

Let's break those down one at a time.

1. Set Up Permissions In Salesforce

This process takes place within the Salesforce interface.

  1. Create a new Salesforce profile with a name that clarifies its purpose, for example "Marketo Sync." Go to the "Profile Detail" page and enable the following permissions:

Administrative Permissions:

  • API Enabled
  • Manage Public Documents
  • Manage Public Templates
  • Edit HTML Templates
  • Edit Events
  • Convert Leads

Enable "Read/Create/Edit/Delete" access for these "Standard Object Permissions:"

  • Opportunities
  • Contacts
  • Leads
  • Accounts
  • Campaigns

Enable "Read/Write" access for these "Field-Level Security" objects and fields:

  • Account > Type
  • Event > All Standard Fields including "All Day Event"
  • Task > All Standard Fields

Enable "Read" access for any "custom objects" you want to sync with Marketo

Ensure that the profile has access to any object that a lead or contact can interact with.

  1. Set up a Salesforce user account dedicated to synchronization with Marketo. It must be associated with the Marketo profile created in step 1.
  • Go to Setup > Administration Setup > Manage Users > Users, and click the "New User" button. Give it an easy to identify name, such as marketo@example.com. Make sure to use a real email address that you have access to.
  • Go to the "Profile" drop-down and select the profile created above (e.g. Marketo Sync), and enable the "Marketing User" permission.
  • Save the new user account. Make sure you have access to the username and password, and be prepared to use them later in the process.
  1. Get a security token. You will need this to sync Marketo with Salesforce.
  • While logged into the user account set up in step 2, go to Setup > My Personal Information > Reset Your Security Token, and click "Reset Security Token."
  • The email address associated with the dedicated Salesforce user account will receive a security token. Open the email and copy the token. You will need to paste this token into Marketo when you set up sync.

To reiterate, make sure you have quick access to your dedicated Salesforce user account, it's password, and the security token, for use later on in the process.

  1. Block unneeded fields so they don't sync with Marketo. Most fields aren't related to marketing, and too many fields will slow down sync as well as create a messy field interface in Marketo. Situations where Marketo will need access to more than 100 fields are rare. An exhaustive list of all of the types of fields that Marketo does not need access to would be very long, but here are a few examples:
  • Fields that are regularly updated database-wide should not be synced with Marketo
  • The Jigsaw AppExchange package is updated often and uses a great deal of bandwidth, and it is unlikely to be useful in Marketo.
  • LinkedIn is another package worth considering blocking. We will discuss Marketo integration with LinkedIn later in this post.
  • Block records that will not be useful in Marketo, for example, records with no email address.

2. Install Marketo Lead Management from the AppExchange

Now that you have a user account setup in Salesforce specifically for Marketo integration, it's time to install the Marketo Lead Management app from the AppExchange and get it set up. Here's how.

  1. Install The Marketo App.
  • Go to the Marketo page in AppExchange. Click "Get It Now."
  • Select either "Production" or "Sandbox." If you're not sure which, it is most likely "Production." Then click "Continue."
  • Read the installation instructions, check that you agree to the terms and conditions, and click "Install."
  • At some point during the installation you will be asked for your Salesforce password. Enter it and hit "Submit."
  • Click "Continue" after viewing the "Package Installation Details," then click "Next" to approve API access, and click "Next" again after selecting "Grant Access to All Users."
  • Click the "Install" button.
  • You will see a confirmation message after the app is installed.
  1. Map Marketo Lead Fields To Salesforce Contact Fields. Salesforce lead fields are automatically mapped to Marketo lead fields, but Salesforce contact fields need to be manually mapped to the matching Marketo fields. Here is how to map them.
  • Go to Setup > App Setup > Customize > Leads > Fields. Then, under "Lead Custom Fields & Relationships," hit the "Map Lead Fields" button.
  • The left side of the "Lead Custom Field Mapping" page lists the Marketo lead fields, while the right hand side lists the Salesforce contact fields. You have several options here, but the following mappings are required:
Marketo Lead Fields Salesforce Contact Fields
Lead Score Contact Lead Score
Inferred City Contact Inferred City
Inferred Company Contact Inferred Company
Inferred Country Contact Inferred Country
Inferred Metropolitan Area Contact Inferred Metropolitan Area
Inferred Phone Area Code Contact Inferred Phone Area Code
Inferred Postal Code Contact Inferred Postal Code
Inferred State Region Contact Inferred State Region
Original Referrer Contact Original Referrer
Original Search Engine Contact Original Search Engine
Original Search Phrase Contact Original Search Phrase
Original Source Info Contact Original Source Info
Original Source Type Contact Original Source Type

 

  • Click "Save" after finishing.
  1. Set up Marketo lead fields in Salesforce lead and contact detail pages. One of Marketo's most useful features is its ability to update Salesforce fields. Since Marketo considers all contacts leads, while Salesforce divides profiles into leads and contacts, integration for leads and contacts needs to be set up separately. Here's how.
  • For Salesforce Lead Detail pages:
    • Go to Setup > App Setup > Customize > Leads > Page Layouts, choose the appropriate page layout, and hit "Edit."
    • Go to the "Fields" box in the "Lead Layout" section and drag the "Lead Score" field to your desired location in the "Lead Detail" page.
    • Do this for all the Marketo lead fields that you want to see inside of Salesforce. The Marketo lead fields are:

Lead Score

Original Search Engine

Original Search Phrase

Original Referrer

Original Source Info

Original Source Type

Inferred City

Inferred Company

Inferred Country

Inferred Metropolitan Area

Inferred Phone Area Code

Inferred Postal Code

Inferred State Region

  • Click "Save" up top under "Lead Layout" after you finish.
  • For Salesforce Contact Detail pages:
    • From the "Page Layouts" screen, choose the appropriate page layout, hit "Edit," go to the "Contact Layout" section, and to the "Fields" box.
    • Drag the "Lead Score" field to your desired location in the "Contact Detail" page.
    • As with the the Lead Detail pages, repeat this process for the remaining Marketo Lead fields that you want viewable within the page. The fields are the same as above.
    • Hit "Save" up top under "Contact Layout" when you are done.

3. Sync Salesforce and Marketo

Marketo's integration with Salesforce is two-way, and keeps the two products in sync at all times. The initial synchronization involves Marketo copying the database from Salesforce without making any changes to it, and takes considerably longer than day-to-day sync lag. For very large databases, the initial sync can take as long as a day, so be prepared for delays. Once synchronization is in place, Marketo and Salesforce sync every five minutes.

One important note before you start. Once sync is started, the synchronization between Salesforce and Marketo is tied to this Salesforce instance. These subscription accounts are permanently linked afterwards, and it is not possible to switch to a different Salesforce instance, or to change the "Sandbox" flag. Verify that this is the Salesforce subscription account that you want to link with Marketo, not a test account. Note that it is, however, still possible to set up new user logins with the sync.

With that in mind, here's how to sync them.

  1. Log into Marketo using an administrator account.
  2. Click "Admin" in the top nav, then "Salesforce" in the left sidebar, under "Integration."
  3. Enter in the Username, Password, and Security token that you created for your dedicated Salesforce user account. Note: in most cases you should not check "Sandbox," unless you are linking a Marketo sandbox to a Salesforce sandbox.
  4. Click on "Sync Fields."
  5. You will receive a warning that continuing will forever link this Marketo instance with this Salesforce instance. This is not reversible, but it is possible to add new user accounts. Hit "Cold Feet" if you are unsure that this is the Salesforce instance you want permanently linked with Marketo. Hit "Confirm Credentials" if you are sure it is the correct instance.
  6. Marketo will begin copying the Salesforce data.
  7. You will have two options for field mapping:
    • Automatic Field Mapping: This option automatically connects fields that have the same name. If all fields in Salesforce and Marketo that you want linked have identical names, you can move forward without making any changes.
    • Custom Field Mapping: If you have slightly different fields, such as "ethnicity" vs "ethnic origin," that you want linked, you will need to custom map them. Hit "Edit Mappings," to see the fields that are mapped and not mapped. Drag the Salesforce fields you want mapped over to the Marketo fields you want them linked with. Click a field and then "Break Mapping" to unlink fields. You can reset the mapping by clicking "Reset Schema." After completion, click "Finish Mappings."
  8. Click on "Start Salesforce Sync" to start importing the data. You can still use Marketo while this process is taking place.

4. Verify That The Sync Is Working

To make sure that the sync is functioning:

  1. Open Salesforce and log in.
  2. Check your Lead Detail and Contact Detail pages.
  3. Look for the Marketo Lead fields. If they are displaying, the sync is functioning properly.

What Is Marketo Sales Insight For Salesforce?

Marketo Sales Insight is a sales application that runs within the Salesforce CRM, allowing representatives to take advantage of various Marketo features, such as the ability to send and track Marketo emails, without needing to leave the Salesforce CRM or learn a different interface.

Features that it adds to Salesforce include:

  • Best Bets and Watch List: Easily identify who the most promising leads are and where opportunities lie.
  • Interesting Moments: See when leads have taken specific actions in order to identify opportunities and contextualize interactions.
  • Sales and Marketing collaboration: Keep the sales team, marketing team, and executives in touch and working together on goals through the Chatter stream.

Marketo Sales Insight's purpose is to give sales staff the information they need to prioritize leads easily, and better understand who is most likely to appreciate a call or email, rather than resent it. It also gives sales staff the ability to set up Marketo smart campaigns, and see, in real time, which leads have viewed emails, visited the website, or taken other important actions. "Interesting Moments" are also shared within Chatter where they won't be missed.

How To Install Marketo Sales Insight

To install Marketo Sales Insight within Salesforce, execute the following instructions. You need to have Admin permissions in Salesforce to set it up.

  1. Go to the Marketo Sales Insight page in the AppExchange, and click the "Get It Now" button.
  2. Log in with your Salesforce credentials, and click "Install" in production.
  3. Read and accept the terms and conditions before clicking "Confirm and Install."
  4. Make sure "Install for All Users" is selected, unless you have reason not to, then click "Install."
  5. After installation is complete, click "Done."
  6. Check the installed packages to verify that Marketo Sales Insight is listed.
  7. "Setup" will be listed next to your account name. Click it.
  8. In the left panel, use the search bar to find "Objects" under "Create."
  9. Verify that "Deployed" is checked next to all of the Marketo Sales Insight objects.
  10. If you come across an object that is not marked "Deployed," hit "Edit," next to the object, select "Deployed" under the "Deployment Status" section, and hit "Save."

Marketo Sales Insight is now installed and ready to use.

How To Use Marketo In Salesforce With Marketo Sales Insight

Once you've installed Marketo Sales Insight within Salesforce, you can use it to gain insights about leads. Here is a summary of the interface.

Accessing A Lead's History

Marketo collects information about leads such as emails they've read, web pages they've viewed, forms they have filled out, and other important actions they may have taken. To access this information, start by selecting a lead. Next, scroll down to the "Marketo Sales Insight" section to see their history.

Lead Priority

Marketo Sales Insight chooses leads based on their priority score, which is divided into two separate scores: "urgency" and "relative score." You can see this listed at the top of the Marketo Sales Insight section, which will feature the word "Priority" followed by a score marked with flames and a score marked with stars.

Urgency and relative score are based on the "lead score" defined in Marketo. A higher lead score indicates that the lead is more likely to respond positively to an interaction with a sales representative. Keep in mind that these fields are only useful after Marketo has been collecting information from campaigns long enough to have a useful user history.

Urgency

The urgency score is marked in flames. It is a measure of how much a lead's score has changed in the near past. When the urgency is high, it means that the lead's score has recently improved rapidly. This means that the lead is hot and now is a good time to follow up with them. More flames means they have had more positive interactions, such as opening emails or viewing web pages, and that they have done so recently. This means that your brand is likely on their mind right now and they will be more receptive to communication.

Relative Score

A lead's relative score is represented with stars. More stars indicates a higher relative score. As the name suggests, it is a measure of how the lead's score compares to the other leads in the database. When leads have the same or similar urgency scores, their relative scores can help you decide which one is more informed and seems to have more overall interest in your offers.

How Scores Are Determined

The relative score is determined by sorting leads based on their lead score, then breaking them into tiers, so that the top 20% receive 5 stars, the next 20% receive 4 stars, and so on.

The urgency score is determined in a similar way, except that the leads are sorted by change in lead score, rather than overall lead score.

Scores are automatically updated every night, so that urgency and relative scores are always up to date. These scores, in turn, are used to identify your "Best Bets."

Watch List

Every representative has a "Watch List" that they can use to bookmark specific leads or contacts where they can be retrieved quickly and easily. Watch list contacts will also show up in your "Lead Feed."

To see your watch list, click on the "Marketo" tab, followed by the "My Watch List" tab after the page finishes loading. Your watch list will start empty, since its purpose is to be manually populated.

To add a lead to your watch list, go to the lead's or contact's page, scroll to the "Marketo Insight" section, go to the "Actions" menu, and choose "Add to My Watch List." Keep in mind that if the contact or lead was recently added to the database, you might need to wait several minutes before this function works.

A "Watched" icon (a pair of glasses) and link will display once they have been added to your list. You can click this link to go to the watch list.

You can remove a lead from your watch list by clicking the "X" at the end of the contact's row from inside the watch list. Alternatively, from a contact or lead's page, in the "Marketo Insight" section, you can use the "Actions" menu to select "Remove from Watch List."

Anonymous Web Activity

People who come to your brand's website, but do not fill out a form, are called Anonymous visitors. While Marketo does not assign a name to Anonymous visitors, it is capable of identifying each of them as individual users with unique histories. Anonymous visitors may be new leads, or they may be existing leads returning to your site.

You can access this data by going to the Sales Insight Dashboard and then going to the "Anonymous Web Activity" tab. From here you can access detailed information about these leads, including how many pages they have viewed, when they last visited, and, if they were visiting using a company network, which company they are visiting from.

You can also set a time frame, choose a territory, and use Jigsaw, Demandbase, and LinkedIn to search for more information about the lead.

Choosing Territories

Marketo only shows Anonymous visits from the locations that you have chosen to monitor. To set this up, hit the "Choose Territory" link in the top right of the section. From here, check the boxes by the territories you want to monitor, and hit "Save." Leads from these territories will then fill the "Anonymous Web Activity" tab.

Date Range

Use the "Time Frame" drop down menu to change your date range. Changing the date range will show you the Anonymous visitors from that time period. It will also change the "Page Views" column to list how many page views each anonymous visitor has had during the new time period.

Adding Leads To Marketo Campaigns From Inside Of Salesforce

Marketo administrators set up campaigns for leads and contacts. Adding a lead or contact to a campaign launches a communication, or series of communications, such as sending a whitepaper or a series of emails to warm up the lead. It is possible to add contacts to a campaign from inside of Salesforce if Marketo Sales Insight is installed.

To do this, go to a lead or contact's detail page and scroll to the Marketo Sales Insight section. Use the "Actions" drop down menu to choose "Add To Marketo Campaign," and then push the "Go" button.

From here, you will see a "Campaign Name" drop down menu. Use it to select the desired campaign. There is a "Description" field beneath the drop down menu that elaborates on what the campaign does and what it is for. Once you have selected the appropriate campaign, hit "Finish" to add the contact to the campaign.

Lead Feed Email Subscriptions

Lead Feed email subscription allows you to receive notification emails whenever a specific type of Interesting Moment occurs. To subscribe, hit the "Subscribe" link listed beneath an event. A window will open, allowing you to choose which aspect of the event you want to subscribe to: the contact, the account, the type, or the description. Then just put your email address in the "Send email to" field, and push the "Subscribe" button.

Use Sales Insight To Send A Marketo Email Inside Of Salesforce

You can use Marketo Sales Insight to send emails that have been prepared by your marketing team, personalize those emails, and then track the contact's interaction with the email afterward. Here's how.

Select The Email Recipients

You have two options. The first is to go to a lead list, hit the check boxes next to your leads, and push the "Send Marketo Email" button to the top right. The second option is to go to a contact's detail page, go to the "Action" menu, click "Send Marketo Email," and then push "Go."

Distributing The Email

You can edit the blank template and send the email this way, or you can use the "Template" drop down menu to start with a customizable template prepared by the marketing team. Edit the email as you see fit, but don't make any changes to the tokens, which are blocks of code that are automatically replaced with personalized contact information. You can recognize tokens because they are surrounded by double curly brackets, like this: {{Token Code}}.

Push the "Send Test" button to send yourself an email and verify that it looks correct, then push the "Send with Marketo" button. The email will have tracking code attached to it so that you can see if a contact has opened an email or used it to click through to the site. If the contact interacts with this email, you will also be able to track them when they visit your brand's site.

Viewing Email Followup Actions

You can see what actions leads have taken in response to the email by going to "My Email" in the "Marketo" tab. You can also do so by going to the "Email" tab when you are viewing a lead or contact detail page.

Integrating Marketo With WebEx

WebEx is a solid video marketing and online conferencing tool, and a perfect fit for Marketo's marketing automation platform. It is possible to integrate WebEx with Marketo using the Marketo LaunchPoint ecosystem. You will need Admin permissions to set it up, and of course you will need a WebEx subscription along with your Username, Password, and Site Name. If you're not sure of your WebEx Site Name, you can get it from the end of the URL that you use when you are signing in to WebEx, the part ending with "?siteurl=examplecompany," with "examplecompany" serving as a placeholder for whatever your actual Site Name is. Assuming you have all of that, here is how to get started:

  1. From inside of Marketo, go to "Admin" and then "LaunchPoint."
  2. Choose "New" followed by "New Service."
  3. Put in a display name (e.g. "WebEx Service") and select "WebEx" from the "Service" drop-down menu.
  4. You will be asked for your Username, Password, and Site Name. Enter these. As discussed above, you can get your Site Name from the URL that you use to log in to WebEx.
  5. Hit the "Create" button.

And that's all it takes to sync WebEx with Marketo.

How To Create An Event With WebEx

After creating a New Event Program in Marketo, and after integrating Marketo with WebEx, you can create events with WebEx.

To start, you will need to create the WebEx event from the WebEx Event center:

  1. In the "Basic Information" section, choose an "Event Name" which will also be visible from within Marketo.
  2. In most cases, "Listed on public calendar" should be unchecked. This way, all leads are registered through Marketo objects and tracked within its system.
  3. Set "Registration" to "Required." Registration information will be collected via Marketo forms and then sent to WebEx.
  4. If you set an "Event Password," make sure that you send it to your attendants in their confirmation email.
  5. In the "Date & Time" section, enter your start date, time, estimated duration, and time zone information, all of which will be accessible from inside Marketo.
  6. In the "Audio Conference Settings" section, configure your audio settings as desired, but be aware that this information isn't used or accessible in Marketo.
  7. In the "Event Description & Options" section, type an event description in the "Description" field, which will be accessible but not editable inside of Marketo.
  8. Post-event surveys are your call, but know that this information is not reachable in Marketo.
  9. You may use a Marketo landing page as your "Destination URL," where attendants will be sent after the conference ends.
  10. In the "Attendees & Registration" section, note that the Marketo Event handles the invitation list, registration form, and other emails. Marketo does not handle some other functions, such as setting a maximum number of attendants, a registration password, or approval rules (although a Marketo Smart Campaign can be designed to control approvals separately from WebEx rules). Registration IDs are made possible by sending unique URLs to attendants in their confirmation emails, that identify each individual attendant.
  11. Complete the "Presenters & Panelists" section. This information is not sent to Marketo.
  12. Uncheck all of the email message options inside of WebEx's "Email Messages" section. These will be set up entirely in Marketo. Keep in mind that confirmation emails will be sent from Marketo, not WebEx. Once you are finished scheduling the event in WebEx, you will need to copy the event info over to a Marketo confirmation email. You will need to make sure that the confirmation email is set as Operational.

Once you are done scheduling the event in WebEx, open up Marketo and execute the following:

  1. You should have previously created a Marketo event associated with the WebEx event. If not, do so now. Verify that the channel is "webinar."
  2. From the left sidebar, select your event, then choose "Event Settings" from the "Event Actions" drop-down menu up top.
  3. Choose "WebEx" from the "Event Partner" drop-down, and select your WebEx login in the "Login" drop-down.
  4. Select your WebEx event from the "Event" drop-down, and, optionally, enter a back-up page. The back-up page is where your leads will be sent if they visit the event URL before the conference starts.

The Marketo event and WebEx event are now synced. Marketo will populate the First Name, Last Name, and Email Address fields when it sends leads information to WebEx.

Under the "Flow" tab in Marketo, sign-ups are sent to WebEx via the "Change Program Status" step (changing their new status to Webinar > Registered), which should be step 1. The confirmation email "Send Email" step, should be step 2, and should contain the necessary WebEx event information. Don't use nested email programs to send the confirmation email.

You can view the schedule for your WebEx event inside of Marketo from the Program Schedule View. Changes can't be made from here; they must be made in WebEx.

Integrating Marketo And GoToWebinar

Marketo's Event Adapter let's you automate events by sending registration form information to GoToWebinar and importing conference information into Marketo Programs called Marketo Events.

Here is how to create an event in GoToWebinar, and in Marketo, and how to the events together.

What You Will Need

  • A subscription with GoToWebinar. If you don't have one, this needs to be set up first. You will need to go through Citrix directly in order to get this set up. Marketo does not resell GoToWebinar, and does not support either GoToMeeting or GoToTraining.
  • An email address associated with your GoToWebinar account.
  • A password associated with the GoToWebinar account.
  • You will need either a Marketo form to collect attendant information, or an equivalent form processed through the API. A default form provided by GoToWebinar will not send lead information to Marketo.
  • Your Marketo Event must have a Registration Child campaign in place and correctly configured.

An Overview Of The Process

  1. Add Your GoToWebinar credentials to Marketo.
  2. Create a GoToWebinar event.
  3. Create a Marketo event.
  4. Configure and sync.
  5. Create Child campaigns And Local Assets

1. Add Your GoToWebinar Credentials To Marketo

  1. After logging into Marketo, go to "Admin" and select "Event Partners" from the left sidebar or the main screen.
  2. Go to "Event Partner Actions," then "New Event Partner."
  3. Enter your name or a shared group name for the "Display Name" field.
  4. Select "GoToWebinar" using the "Event Partner" drop-down menu.
  5. Press the "Login To GoToWebinar" button, then enter in the "Email Address" and "Password" that you use to log in to your GoToWebinar account, and press the "Continue" button.
  6. Press the "Allow" button to indicate that Marketo has permission to access your GoToWebinar account.
  7. You will be returned to the Marketo New Event Partner window.
  8. Press the "Create" button. Marketo will attempt to sign-in to GoToWebinar and, if successful, save the Event Partner information. Marketo will produce an error message if the GoToWebinar credentials do not work successfully.
  9. The credentials will be added to the list table. A green checkmark indicates that the credentials are added successfully, a red "x" indicates that the credentials failed. Keep in mind that if you ever update your credentials in GoToWebinar, you will need to update this information in Marketo as well.
  10. Add Your GoToWebinar credentials to Marketo.

2. Create A GoToWebinar Event

Now we need to create an event inside of GoToWebinar. Here's how:

  1. After logging in, while in the "My Webinars" section of the left-hand navigation, push the blue "Schedule a webinar" button.
  2. Enter the name of the webinar in the "Title" field, and an explanation of the event in the "Description" field. Both of these will be imported and visible from within Marketo, and both will be visible to the webinar attendees, so make sure that these align with your branding and help build excitement for the event.

The following date and time information will be imported from GoToWebinar to Marketo, however, this will only occur the first time you set it up. If you make changes to this information, you will need to open the event in Marketo, go to "Event Actions," and hit the "Refresh from Webinar Provider" link to recapture the new information.

  1. From the "Occurs" drop-down menu, select "One session" for a stand-alone webinar. Marketo does not support recurring webinars, so do not select "Daily," "Weekly," "Monthly," or "Custom schedule."
  2. Select a "Start date," "Start time," "End time," "End date," and "Webinar time zone" for the event.

The remaining fields will not be used by Marketo but still need to be set for GoToWebinar.

  1. Choose "Participants register for individual sessions that they'll attend," since this is not a recurring webinar.
  2. Select a "Webinar language" from the drop-down.
  3. Push the blue "Schedule" button to schedule the webinar.
  4. This will take you to the "Manage Webinar" page, where you can update any of the fields listed above. Remember, if you change any of these fields, you will need to push the "Refresh from Webinar Provider" link in your Marketo event to update the information in Marketo.

3. Create A Marketo Event

After creating the event in GoToWebinar, you will need to create the event in Marketo. The Marketo event will track lead interaction with the webinar, extract lead information, and track their status as they progress through the program.

  1. Go to the "Marketing Activities" section of the left navigation, and press "New Program" from the "New" drop-down tab at the top of the screen.
  2. In the "Name" field, enter something to the effect of "GoToWebinar - [GoToWebinar Event Name Here]," depending on your file-naming convention, so that it is clear what the event is associated with.
  3. Choose "Event" from the "Program Type" field.
  4. In the "Channel" field, select "Webinar" from the drop-down. Alternatively, you can create a new channel type and select this option instead. However, if you do so, the new channel must be of the type "Event with Webinar." (More on creating custom channels here.)
  5. Hit the "Create" button.

4. Configure The Event And Sync It With GoToWebinar

Now it is time to adjust the settings on your webinar event in Marketo and get it synced with GoToWebinar. Note that the syncing process can take approximately 15 minutes once you are finished setting it up.

  1. In the Marketing Activities tree in the left navigation, select the webinar Event you just set up.
  2. Click "Event Actions" followed by "Event Settings."
  3. In the "Event Settings" pop-up window, choose "GoToWebinar" from the "Event Partner" drop-down.
  4. Select your GoToWebinar username from the "Login" field.
  5. Select the event that you created in GoToWebinar from the "Event" drop-down field. If you created this event inside of GoToWebinar less than 15 minutes ago, it may not yet be visible.
  6. The "Name," "Start Date," "End Date," "Time Zone," and "Description" fields should populate automatically.
  7. Press the "Save" button.

The event schedule information should already be imported from GoToWebinar. To verify, while your event is still selected, choose "Event Actions" and "Schedule" to see the "Event Schedule" pop-up. The pop-up should display your "Start Date," "End Date," and "Time Zone." These fields should be greyed out, and a message should read "Configure the event schedule with the webinar provider."

As mentioned above, if you make any changes to the schedule in GoToWebinar, you must click the "Refresh from Webinar Provider" link in the "Event Actions" menu to import the new schedule information.

Click the "Events summary" tab to verify the settings and schedule. From this tab, you will also be able to track the results of the webinar event. In the "Results" section of this page:

  • "Total Members" tells you how many leads are signed up for the event.
  • "Acquired By" lists the number of leads who were created by the event. These may have previously been anonymous leads tracked in Marketo, but the event captured their contact information.
  • "Success" tracks the number of leads who either "attended" or "downloaded." These are the default "success" events for the "Webinar" channel. If you created a custom channel, other successes may be tracked.

The "Members by Progression Status" section tells you how many leads belong to each of the following categories for the webinar, which should be fairly self-explanatory:

  • Invited
  • Pending Approval
  • Wait Listed
  • Rejected
  • Registered
  • Attended
  • No Show
  • Downloaded

5. Create Child Campaigns And Local Assets

Your GoToWebinar campaign will require several Child Campaigns in Marketo in order to fully take advantage of the integration. These include a Marketo Landing Page and Form, as well as emails. All of these must be local assets within the campaign you set up in Marketo specifically for the GoToWebinar event.

Marketo Landing Page And Form

The Marketo landing page and form must include these fields, as well as any others you wish to include:

  • First Name
  • Last Name
  • Email Address

This information must be collected either through a Marketo landing page or sent to Marketo via the API, or the leads will not be collected in Marketo.

Invitation Emails

Use Marketo to schedule your invitation emails, which should be configured to send leads to your landing page and form.

The Confirmation Email

You can use either Marketo or GoToWebinar to set up the confirmation email.

If you use Marketo, use the "{{member.webinar url}}" token to send the lead the custom URL that they will need in order to access the webinar. The email type should be "Operational" so that they will receive the email even if they are unsubscribed, otherwise unsubscribed leads will not receive their webinar information and will be unable to attend.

In GoToWebinar, regardless of whether you send the confirmation email from GoToWebinar or Marketo:

  1. Log in to GoToWebinar as an Organizer and hit "My Webinars," select the appropriate webinar, and hit "Email Notifications."
  2. Make sure that "auto-send confirmation email" is checked if using GoToWebinar, or unchecked if using Marketo.
  3. Click "Save Changes."

Child Campaign Settings

For the integration to function as intended, you will need to create a Registration Child campaign in Marketo:

  1. Create a Registration/Confirmation Trigger Campaign as a child campaign of the GoToWebinar event campaign.
  2. For the Smart List tab settings, use the Trigger "Fills Out Form," and use "Add Constraint" to include the appropriate landing page or form.
  3. In the "Flow" tab, set up a "Change Status In Progression" and set the "New Status" to "Registered" under "Webinar."

Testing is recommended. Fill out the Marketo form using an email that you have access to, verify that you receive the confirmation email with the appropriate GoToWebinar link, check your Membership grid to verify that the appropriate contact is now "Registered," and verify that the contact is also registered inside of the GoToWebinar interface.

Integrating Marketo With Zoho

Very few, if any, prefabricated integrations between a CRM and a marketing automation platform are as comprehensive and robust as the one between Salesforce and Marketo described at the beginning of this guide. However, if Salesforce isn't your thing, the Marketo LaunchPoint ecosystem includes a fairly comprehensive solution for two-way integration between Marketo and Zoho, created by Bedrock Data, Inc.

The integration allows for the following:

  • Send Marketo lead information, including both contact information and lead activities, to Zoho, via continuous sync. The integration supports all custom fields.
  • The sync, of course, goes the other way was well, sending contacts, leads and related data to Marketo from Accounts and Potentials.
  • Interesting moments are pulled from Marketo and placed into Zoho where sales personnel can easily find them.
  • Control which data syncs and which does not with an intuitive interface.
  • Data from Zoho can be used to trigger automated campaigns in Marketo.
  • Place limitations on which records are synced.
  • Configure field mappings in the Bedrock interface.

It's probably not surprising that Bedrock does not offer this integration for free. Bedrock's "Starter" package is $399 a month and up to 25,000 records, with a 15 day free trial. If this is outside of your price range, there is also a less comprehensive but far more inexpensive integration between Zoho CRM and Marketo in Zapier.

To setup the Bedrock integration:

  1. Launch Bedrock and sign in. Create an account if you do not have one.
  2. After logging in, you will be asked to choose which applications to integrate. Click on Marketo and Zoho CRM (as well as any other applications you have access to and want to integrate). Once you've selected your applications, hit "Next."
  3. The next step will ask which system should act as your "system of record." The system or record is used to reconcile data conflicts, so that if Zoho CRM and Marketo have conflicting data on a lead, one system will overwrite the data on the other. Since your CRM is the one more likely to be edited manually (Marketo is a marketing automation platform, after all), in general it would be the best idea to set Zoho as the "system of record," depending of course on how your systems are used by your staff. The "system of record" is not a permanent choice and can be changed later if necessary.
  4. Hit "Next" after choosing your "system of record."
  5. The next step is to authenticate Zoho CRM and Marketo. This gives Bedrock the access it needs to be able to sync data between Zoho and Marketo. To do so, hit the "Connect" button next to each of the services. You will be asked to provide your access credentials for each service. Enter these in and click "Authenticate" for each.
  6. After authentication is complete, you can launch the integration. Hit the "Start" button on the integrations settings page.
  7. The subscription page will list your pricing options. Select a pricing option and then enter in your subscription information.
  8. After filling your your subscription information, go back to the "Settings" page and hit "Start" to launch the integration.

Integrating Marketo With LinkedIn

Marketo integrates with linkedIn via LinkedIn Lead Accelerator, built by LinkedIn themselves. The integration operates through Marketo AdBridge.

LinkedIn Lead Accelerator expands the capabilities of Marketo by allowing them to nurture leads who do not provide an email address through the use of advertisements and other content. Specifically:

  • Identify the leads with the highest value, including anonymous and known leads.
  • Integrate profile and behavioral data with display and social ad interactions as well as LinkedIn Sponsored Updates, allowing you customize messaging and make it as relevant as possible.
  • Use LinkedIn's Autofill ability to to improve conversion rates.
  • Built-in reporting measures how impactful the program is throughout the funnel.
  • Use it to send a List or SmartList from Marketo to LinkedIn Lead Accelerator.
  • If LinkedIn can anonymously match an email address to a lead, the contact is added to a Lead Accelerator nurture stream.

To set up the integration:

  1. Get your LinkedIn API key by going into your LinkedIn Marketing Solutions account (setting one up if necessary), clicking "Setup," choosing "Integrations" with the drop-down, and selecting "Marketing Solutions API." You should see your "Key" and "Secret." If not, you will need to hit "Request API Key" to receive them, which can take about 10 minutes. Leave this window open so you can copy the information into Marketo.
  2. Open Marketo and go to "Admin."
  3. Choose "LaunchPoint" from the left sidebar.
  4. Choose "New" and "New Service."
  5. Set up a display name that will be clear, such as "LinkedIn Lead Accelerator," and choose "LinkedIn Lead Accelerator" with the "Service" drop-down.
  6. Copy your LinkedIn API "Key" and paste it into the "Marketing Solutions API Key" field. Copy your LInkedIn "Secret" and paste it into the "Marketing Solutions API Secret" field. Push the "Create" button.
  7. LinkedIn Lead Accelerator should now be visible in Marketo LaunchPoint.

Now you are ready to start sending lists from Marketo to LinkedIn Lead Accelerator.

Marketo Integration With WordPress

Hoosh Marketing offers a WordPress plugin that integrates Marketo with WordPress. Here are a few of the reasons for doing this:

  • Install the Munchkin tracking code so that all lead interactions with your website are tracked in Marketo.
  • Automatically send emails to subscribers when new blog posts go out, and track their performance in Marketo.
  • Add blog posts to a Newsletter with tagging, and choose how to prioritize the blog posts so that they show up in a specific order within the email.
  • Easily add Marketo forms to your site through the WordPress interface without embeds. Forms can be set up to include the lead's existing data (progressive profiling) so that they don't need to enter the same information more than once. The forms incorporate responsive design and are integrated into the WordPress template.
  • Set up interest criteria in Marketo and use this data to deliver pop-up forms right when a lead is most likely to respond positively. Factors that can be used to trigger a pop-up include product interest, pages visited, location, and persona.
  • Log lead activity as they browse your site and use it to deliver a personalized experience, presenting product offers, sign ups, and suggested content that are the best fit based on the lead's behavior. Personalization also allows you to make changes to site branding.

Like the Zoho integration discussed above, Hoosh Marketing's integration with WordPress is not free. It is available at $86 per month for up to 10k records, or $120 for some extra features. If this is not in your budget, several free WordPress plugins for Marketo are available within WordPress. If you've been using WordPress, you likely already know how to find and install such plugins, by going to "Plugins," "Add New," searching for "Marketo" and installing these. The plugins are much more piecemeal and will need to be worked to form a complete integration. You can also take a look at "Integrate Marketo With Your Website" in the next section for some general integrations that apply to all websites, including WordPress.

Here's how to install the Hoosh plugin to integrate Marketo with WordPress

  1. Before installing any new WordPress plugin, you should make a full backup of the database and files. Make sure to do that first.
  2. The Hoosh Marketing plugin to integrate WordPress and Marketo is not available from inside of the WordPress Plugin interface. To get it, you need to go to the appropriate LaunchPoint or Hoosh Marketing page, click "Learn More" or "Contact Us" respectively, fill out the form, and get access to the zip file.
  3. Once you have the zip file, log into WordPress. In the left sidebar, go to "Plugins" and "Add New." Click the "Upload" tab up top.
  4. Click "Browse," then find and upload the zip file. After that, click "Install Now." Once it is installed, click "Activate Plugin" next to "Actions."

Once the plugin is installed, you will need to configure it:

  1. Choose "Marketo Connector" from WP Admin. You will be asked for various Marketo fields. The information to fill these fields can be found in Marketo, as explained in the next 3 steps.
  2. Inside of Marketo, use the left sidebar to navigate to "Web Services" under "Integration" in the "Admin" section. On the "Web Services" page, go to the SOAP API section. Copy the "Endpoint" from Marketo to the "Marketo Soap EndPoint" field in the WordPress plugin. Copy the "User ID" from Marketo to the "Marketo User ID" field, and copy the "Encryption Key" from Marketo to the "Marketo Secret Key" field in WordPress.
  3. Inside of Marketo, go to "Landing Pages" in the "Integration" section. On the "Landing Pages" page, in the "Settings" section, copy the "Account String." Paste it into the "Marketo Instance Name" field in WordPress.
  4. From within Marketo, go to "Munchkin" under "Integration" and copy the "Munchkin Account ID" from the "Tracking Code" section of the "Munchkin" page. Paste it into the "Marketo Munchkin Account ID" field in WordPress.
  5. Enabling the Munchkin code is highly recommended, since this is how Marketo tracks user interactions with the site. Go to the "Enable Munchkin Code" drop-down menu and select either "Simple," "Asynchronous," or "Asynchronous jQuery." If you aren't sure what these terms mean, choose "Asynchronous" is the recommended option.
  6. Verify that the information is correct and hit "Save" to update the WordPress plugin with the settings you entered.
  7. For this to work properly, it is possible that you will need to clear your cache if you are using a caching plugin.
  8. To test that the connection is working, click the "Test Connection" button. You should see a success message. If not, check the settings to make sure they were copied correctly and entirely from WordPress. If there is still a problem, check the Hoosh troubleshooting page.

After this, the Hoosh plugin should be fully operational, allowing you to set up responsive forms, prefill forms, automatically send emails and newsletters, and access WordPress integration training. If you installed the $120 version you will also be able to take advantage of Smart Visitor signup, localization, personalized offers, and phone support.

Integrating Marketo With Your Website

Here's how to integrate Marketo with your website if, for one reason another, plugins or other pre-built integrations are not an option for you.

Installing The Lead Tracking Code

This is really the bare minimum requirement for getting value out of Marketo from your site. The lead tracking code allows you to record when users visit your web pages or click links. These actions can be used to trigger or filter Smart Campaigns. Even anonymous visitors are tracked using their IP. Marketo will only track visits and clicks on pages where the tracking code is installed.

Keep in mind that any landing pages you create inside of Marketo will already contain the tracking code. These instructions are for adding it to pages that are not created inside of Marketo.

Here's how to add the tracking code to your site:

  1. Inside of Marketo, in the top right, go to "Admin." Under integration, go to "Munchkin."
  2. If you are managing multiple websites, select the appropriate "Workspace (Partition)" from the drop-down. If you don't do this, leads will go to the default partition that comes with Marketo, which is initially named "Default" but can be renamed.
  3. "Asynchronous" is the recommended choice in the "Tracking Code Type" drop-down, and the rest of the instructions will assume that this is what you are using.
  4. You will be shown the tracking code. Click on the code and make a copy of it.
  5. Paste the tracking code in between the <head> and </head> html tags for the pages that you want to track.
  6. To test if the tracking code is working, visit a page with the tracking code and click something on the page, then create a Smart List for the page using "Clicked Link on Web Page" to see if the click was registered.

What the Munchkin code does by default:

When a lead lands on a page with the Munchkin tracking code installed, by default, the tracking code first checks to see if the browser has a cookie to track this particular lead. If not, it installs one. It then sends a "Visit Web Page" event to Marketo. The event is tied to the lead who visited the page, who may or may not be anonymous. If the user clicks on any links on the page, the code will send a "Clicked Link on Web Page" event to Marketo, also associated with that lead.

How Anonymous Leads Become Associated With Contact Information

Anonymous leads can eventually become associated with contact information. When this occurs, their event history continues to stay with them. Anonymous leads become associated with known records when:

For more on lead tracking see Marketo's documentation on the API and on configuration.

Embedding Marketo Forms On Your Website

As was mentioned above in the section on Marketo tracking codes, a lead filling out a Marketo form is one of only two ways an anonymous lead can become associated with contact information without API calls. (The other, of course, is that the lead visits a tracked page after clicking on a tracked link from a Marketo email.)

Keep in mind that embedded Marketo forms do not, by default, have the ability to prefill if the lead's information is already captured from Marketo, unlike Marketo forms inside of Marketo landing pages. It is, however, possible to do so using Marketo APIs and the Forms 2.0 Javascript API. See the documentation here.

The form embed code is not a copy of the form, it is a reference to it. Because of this, if you make a change to the form inside of Marketo, it will also be updated on your site.

How To Embed A Marketo Form:

  1. From inside of Marketo, go to "Marketing Activities" in the left sidebar.
  2. Select your form from the sidebar.
  3. Click on the form name in the top menu and select "Embed Code" from the drop-down menu. This will only work if the form's "Status" is marked "Approved."
  4. Choose "Normal" or "Lightbox" from the "Code Type" dropdown. The "Normal" embed code will simply insert the form as usual. The "Lightbox" code is a pop-up that will display in front of the page content where it may be more visible or grab more attention.
  5. Click and then copy the embed code before clicking "Close." You may want to paste the embed code to a text editor (e.g. "Notepad") to verify that it is copied before pressing "Close."
  6. Past the embed code in the desired location of the HTML for your site.

Integrating RSS and Marketo

One feature that is surprisingly lacking from Marketo is an obvious and out-of-the-box way to send email updates to leads when you update your blog or magazine.

Outside of fiddling with the API yourself, there are only two solutions available, FeedOtter which costs $79 per month, and Digesto who does not list pricing publicly.

Connecting FeedOtter To Marketo

  1. Get your REST Endpoint
  1. Open Marketo and enter your credentials.
  2. Go to "Admin" in the top right of the screen.
  3. In the left sidebar, select "Web Services" from the "Integration" section.
  4. Copy the "Endpoint" URL from the REST API section.
  1. Set Up An API User
  • . In the Marketo Admin, choose "Users & Roles" from the "Security" section in the left sidebar.
  1. Hit the "Invite New User" button.
  2. Create a new user with fields that clearly demark the purpose of this user, such as "First Name" "Feed," "Last Name" "Otter," with a real email address that you have access to by the name of "feedotter@[yourcompanywebsite.com]." (The brackets here indicate that you should replace this with your own domain name.)
  3. In the "Roles" section, make sure "API Role" is selected, and select the "API Only" box.
  4. To save the new user, push the "Invite" button.
  1. Set Up A LaunchPoint Service
  • . Inside the Marketo Admin, choose "LaunchPoint" from the "Integration" section in the left sidebar.
  1. Hit the "New," "New Service" button.
  2. Enter "FeedOtter" for the "Display Name" field.
  3. In the "Service" field, select "Custom" from the drop-down.
  4. Under "Settings," in the "Description" field, type "Used to send regular blog emails," or something to that effect.
  5. In the previous step, you created an API User. From the "API Only User" drop-down, select the email address associated with that API user account, e.g. "feedotter@[yourcompanywebsite.com]."
  6. Push "Create."
  7. A FeedOtter service should now be listed. Click the "View Details" link associated with the service.
  8. In the "Details" box you will see a "Client ID" and "Client Secret." Copy these down so that you can enter them into FeedOtter.

Verify that you have a copy of your Marketo REST Endpoint, your Client ID, and your Client Secret. Log in to your FeedOtter account, start a new campaign, and be prepared to enter this information.

Automating RSS Emails Using the FeedOtter Marketo integration

  1. Inside of FeedOtter, go to your "Automation Settings."
  2. If you haven't already, push the "Create A Marketo Email Template" button and set up your email template. See FeedOtter's documentation to see how to set up your template.
  3. Once a Marketo email template is prepared, go to "Automation Settings."
  4. From inside of Marketo, go to your FeedOtter folder.
  1. Open Marketo and enter your credentials.
  2. Go to the "FeedOtter Programs" folder. A default program and email should be listed below it.
  1. Create a Smart Campaign in Marketo to send the emails.
  • . In your "FeedOtter Programs" folder, you should see the name of the email template you previously created, with a brown folder icon next to it.
  1. Right-click the template to get to the associated drop down menu, and select "New Smart Campaign." Name the campaign "Send FeedOtter Blog Email," unless you have a more specific name to put in its place.
  2. In the "Smart List" tab, create a filter for "Member of Smart List" or "Member of List," whichever type of list includes your blog subscribers.
  3. Use the drop-down to select the list that contains your blog subscribers.
  4. From the "Flows" tab, create a "Send Email" action. FeedOtter should have automatically created an email with the same name as the FeedOtter Program. Select this email from the "Email" drop-down.
  5. Hit "Edit Settings," verify that "every time" is selected, and push "Save." No other actions are necessary here. Do not set up any scheduling, or it will conflict with FeedOtter.
  6. From the main tab for the Smart Campaign, copy the campaign name and prepare to paste it into FeedOtter.
  1. Complete set up in FeedOtter.
  • . Go back to the FeedOtter "Automation Settings" screen.
  1. In the "Smart Campaign" field, paste the campaign name you copied from Marketo above.
  2. Push the "Verify Campaign" button.
  3. If you get an error message, verify that the campaign name was entered properly. If it was, contact FeedOtter for assistance.
  4. Push the "Start RSS Email" button.

At this point, FeedOtter is configured to automatically update your subscribers with blog posts, either every time your RSS feed is updated, or on a scheduled interval, depending on how you have configured FeedOtter.

Connecting Digesto To Marketo And Getting It Up And Running

Here is how to get RSS integrated with Marketo if you choose to go with Digesto.

Create A Marketo Program

  1. In Marketo, set up a folder for the Digesto program, e.g. "Digesto Subscriber Emails."
  2. Set up a new Standard program.
  3. Give the program a name that clarifies what it will be used for.

Set Up Tokens For The Program

Digesto inserts your blog posts into the email using tokens. You will need to create 3 Local tokens for the Digesto program. The exact names mentioned below, which are case sensitive, are required for it to work properly. Use "Default" as the value for each of the 3 tokens.

  • Create a Text Token and name it "DigestoEmailSubject."
  • Create a Rich Text Token and name it "DigestoEmailContent."
  • Create another Rich Text Token and name it "DigestoEmailContentText."

Set Up An Email

Add a new email to the Digesto program using whatever template you like. The recommended name is "Digesto Email." Add the following elements.

  • Add the "DigestoEmailContent" token to the "HTML" element. It should look like "{{my.DigestoEmailContent:default=}}"
  • Add the "DigestoEmailContentText" token to the "Text" elment. It should look like "{{my.DigestoEmailContentText:default=}}"
  • Add the "DigestoEmailSubject" token to your Email Subject/Title. This is optional: it places the title of the latest post in your RSS feed into the subject line, followed by the phrase "+ more" if there are other posts. You may enter static text before or after the token, or in place of it. The token should look like "{{my.DigestoEmailSubject:default=}}".
  • Approve the email after you are finished with the edits.

Create A Test Campaign And Campaign

  1. Create a Smart Campaign in the Digesto program called "Send Email TEST" and:
  1. In the "Smart List" tab, create a "Member of Smart List" or "Member of List" filter (depending on where your target list resides). Select (and create if necessary) a test list that includes a test email address(es) that you can use to view the test emails.
  2. For the "Flow" tab, create a "Send Email" action with "Digesto Email" selected in the "Email" drop-down.
  3. Hit "Edit Settings," verify that "every time" is selected, and push "Save." Don't do any other scheduling here or it will create conflicts. Digesto handles the scheduling.
  1. Create a Smart Campaign in the same Digesto program called "Send Email" and:
  • . In the "Smart List" tab, create a "Member of Smart List" or "Member of List" filter (depending on where your target list resides). Select the list containing your blog subscribers.
  1. In the "Flow" tab, build a "Send Email" action with "Digesto Email" chosen for the "Email" drop-down.
  2. Hit "Edit Settings," verify that "every time" is selected, and push "Save." Don't do any other scheduling here or it will create conflicts. Digesto handles the scheduling.

To reiterate: these are batch campaigns. There should be no scheduling in Marketo, only in Digesto.

Connect Digesto To Marketo

  1. If you haven't already created an API role in Marketo, go to the "Admin" tab, go to "Users and Roles" in the left sidebar, and click "New Role." Name the role "API Only," and select "Access API," with none of the other parent checkboxes checked, and all of the sub-permissions boxes checked.
  2. Hit "Create."
  3. Click the "Users" tab and press the "Invite New User" button.
  4. Enter a real email address that you have access to, with a name that clearly indicates its purpose, such as "digesto@example.com."
  5. Give it an evocative name as well, such as "First Name" "Digesto," "Last Name" "API."
  6. Hit "Next."
  7. Select the "API Only" role that you created above, or an API role that you have already created previously, provided it has the same access described above.
  8. Select the "API Only" checkbox and press the "Next" button.
  9. In the left sidebar, go to "LaunchPoint" under "Integration."
  10. Up top, hit "New" followed by "New Service."
  11. Call the "Display Name" "Digesto," choose "Custom" from the "Service" drop-down, enter something to the effect of "Digesto REST API web service" as the "Description," select the "API Only User" that you created above (e.g. digesto@example.com) from the drop-down, and hit "Create."
  12. The new "Digesto" service should now display in the list. Hit "View Details" for the Digesto service listing.
  13. Copy the "Client ID" and "Client Secret" from the box that pops up. You will need to enter these in Digesto later, so make sure you don't lose track of them.
  14. In the Digesto interface, after logging in, paste the "Client ID" and "Client Secret" into the Digesto setup page.
  15. Back in Marketo, in the "Admin" tab, in the left sidebar, go to "Web Services" under "Integration."
  16. The bottom section here is called "REST API." Copy the "Endpoint."
  17. In the Digesto interface, paste the "Endpoint" into the "REST API Endpoint" field.
  18. Push "Beam me up, Scotty!"

Set Up Your First Digest

  1. In the Digesto Dashboard, hit the "Add Digest" button.
  2. You will be asked for your Marketo settings. Enter the "Send Email TEST" and "Send Email" smart campaign names. These are case sensitive, so make sure there are no differences in capitalization or spelling.
  3. Name your Digest.
  4. Add your RSS feed link. This should be the raw XML file.
  5. Choose a maximum number of posts to include in the email.
  6. Choose a weekly or monthly schedule, select a day of the week or month, a time to publish, and a time zone. (Remember, scheduling must be handled here. Do not set any scheduling within Marketo.)

Test Your Digest And Activate It

  1. To test you digest, inside of your Digest list, select the "Send Email TEST" Digest, push the "TEST" button, and confirm the test.
  2. To verify the campaign flow in Marketo, open your "Send Email TEST" campaign through the Marketo interface. Open the "Schedule" tab. Check the "Schedule Runs" field to see when the emails will go out. (Note that there is a 5 minute delay).
  3. The emails should be sent out to the test email list within 5 minutes. Verify that the emails are received and appear as desired.
  4. Back in the Digesto interface, activate your true campaign by simply flipping the toggle switch from "Off" to "On"

Still Need More?

If you're looking for still more integrations, Marketo integrates with Zapier, allowing you to integrate with over 750 other applications. It similarly integrates with Built.io Flow, an integration platform similar to Zapier with a more B2B focus.

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