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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 Universal Data Hub account.

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Connector Actions

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

Configure Settings

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:

  • REST API Client ID: Required: provide client ID found in Marketo > Admin > LaunchPoint.
    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 inMarketo > Admin > LaunchPoint.
  • REST API Endpoint URL: Required: REST API Endpoint can be found from Marketo > Admin > Web Service, example: https://123-ABC-123.mktorest.com/rest
  • REST API Identity URL: Required: REST API Identity can be found from 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  

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 - Send Transactional Email

Parameters

Parameter Description
Target Email Campaign
Target Lead ID
  • Required: provide 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 lookup 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 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.

Step 1: Define Attributes and Audience conditions.

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.

1._visit_email_id.png

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.

2._audinece_config.png

Step 2: Create a Custom Service in Marketo

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:

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

Follow steps 1-7 in the link below to learn how to create a Custom Service in Marketo.

Custom Service

Step 3: Add the Marketo Connector

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.

4._add_marketo_connect.png

Configure REST API Fields

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".

5._input_value.png

Configure Actions

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.

6._values.png

Step 4: Test / Trace Configuration

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.

7._trace.png

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")

"1 Action Processed/ 0 Actions Failed" - Expanded

Step 5: Verify in Marketo

Successful lead result

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.