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Tealium's integration with Marketo allows marketing operations and email marketing professionals to enrich their marketing automation programs for customer behavior attributes to build more targeted and relevant programs. This article describes how to set up the Marketo connector in your Customer Data Hub account.
Action Name | AudienceStream | EventStream |
---|---|---|
Add Lead to a List | ✓ | ✗ |
Remove Lead from a List | ✓ | ✗ |
Send Transactional Email | ✓ | ✗ |
Create or Update a Lead | ✓ | ✗ |
Merge a Lead | ✓ | ✗ |
Go to the Connector Marketplace and add a new connector. Read the Connector Overview article for general instructions on how to add a connector.
After adding the connector, configure the following settings:
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.
Parameter | Description |
---|---|
Target Static List |
|
Target Lead ID |
|
id | |
cookies | |
twitterId | |
facebookId | |
linkedInId | |
sfdcAccountId | |
sfdcContactId | |
sfdcLeadId | |
sfdcLeadOwnerId | |
sfdcOpptyId |
Parameter | Description |
---|---|
Target Static List |
|
Target Lead ID |
|
id | |
cookies | |
twitterId | |
facebookId | |
linkedInId | |
sfdcAccountId | |
sfdcContactId | |
sfdcLeadId | |
sfdcLeadOwnerId | |
sfdcOpptyId |
Parameter | Description |
---|---|
Target Email Campaign |
|
Target Lead ID |
|
Token Data to Set |
|
Parameter | Description |
---|---|
Update Strategy |
|
Lead Lookup Filter |
|
Parameter | Description |
---|---|
Winning Lead ID | (Required) |
Losing Lead ID | (Required) |
Merge in CRM |
In this example, you will using the Marketo connector to create and push a new lead into our lead database. More specifically, you will making those who join our "Shoe Fans" audience into leads.
Create a new Visitor Id attribute to store the users email address. It will be the unique value associated with the lead.
NOTE: Although it is possible to create a lead solely from an email address, it would best to capture more information to associate with the lead. In step 6, we will be passing 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" Flag attribute will be added to the audience
NOTE: "Known user" flag was created to determine whether or not we know who the user is. 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 we cannot convert a site user into a lead if we do not know who they are.
Log into 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 will need to obtain the:
Follow steps 1-7 in the link below to learn how to create a Custom Service in Marketo.
Navigate to the "Act" tab, then click onto "Connectors". Next, click the "+ Add Connector" button to select from a list of available connectors. Click onto "Marketo", then click the "+ Add Connector" button once more.
You should now have obtained all the information needed to properly set up your connector. Navigate the the "Configure" tab of your connector window to copy and paste the values obtained from step 3, along with your title and any relevant notes. Click "Next".
It is in this window where we will actually give the connector instructions on what to do. In the "Actions" dropdown, select the "Create or Update a lead" option. Then select the "Shoes Fans" audience, "Create only" for our "Update Strategy" and "Email" for our "Lead Lookup Filter".
Since a lead is only as good as the information associated with it, we will need to map the appropriate data and values. Under "Lead Data to Set" we will select the attribute created in step 1 along with any others, and map them to their corresponding values.
We have just finished setting up our configuration. Now, we need to check to make sure we did it properly. The best way to go about testing is to run a trace to make sure 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:
Summary:
The Marketo connector would make an excellent addition in nearly any AudienceStream configuration. With its powerful features, and easy user interface, the possibilities to reach your prospects are endless.
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