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Routing using Marketo Add to Program

tseitz
  • Updated

Relevant to: Demand Acceleration Platform

You can insert lead data into a particular Marketo program automatically when the lead is created or updated in Marketo.

Using the Demand Acceleration Platform to route leads will save you time by eliminating the need to create additional steps within a Marketo Smart Campaign (which essentially 'listens' for leads and adds them to a program based on certain criteria).

You should be familiar with Programs and their use cases in Marketo. You will also find it useful to be logged in to both Marketo and the Demand Acceleration Platform at the same time. 

You need to have 1) connected your Marketo account with the Demand Acceleration Platform, and 2) have set up the integration on your Campaign/Source - before defining lead routing.
Connecting to Marketo Setting up an Integration to Marketo

 

 

Adding leads to a Marketo Program

The 'Add to Program' function will only make one API call to your Marketo instance (unlike adding to a Static List, which makes two).
 This is important to note because it's an API call that will contribute to your Marketo limits.

 

Identify the Program name in Marketo

Locate your Program name within your Marketo instance and keep this to hand. You will need the exact Program name to add to your integration set up in the Demand Acceleration Platform. If needed, first create a Program within Marketo.

 

Enable Add To Program and define program settings in the Demand Acceleration Platform

1. In a Campaign/Source, go to the Integrations tab.

dap-postouts-marketocustom-01.png

 

2. Hover of the Marketo tile and click the Settings icon.  

dap-postouts-marketocustom-02.png

 

3. In the integration settings, check the box labelled Enable Add To Program. 

dap-postouts-marketoaddtoprogram-01.png

 

4. The Program Settings section is then revealed. 

dap-postouts-marketoaddtoprogram-02.png

 

The four fields that can be mapped to route to Marketo Programs are Program Name, Program Status, Source and Reason. These are visible in the Output column and are Marketo's fields used for Program enrollment. These are not user editable.

Fields available
for routing		 Required? Description

Program Name (programName)

 Required

This field should be the exact name of your Program in Marketo you wish the lead placed into.

  • This must be the exact Program Name, not the Program ID.

Program Status (programStatus)

 Optional

This field should be the exact value of the Program Status in Marketo you wish the lead placed into.

  • If left blank, Marketo will assign default status for the program.

Source (source)

 Optional

This field specifies a Source value, e.g. "Integrate" in Marketo that will be associated with the program.

Reason (reason)

 Optional

This field specifies a Reason in Marketo that will be associated with the program.

  • According to Marketo: "The source and reason parameters are arbitrary string fields which can be added to the request to embed those values in the resulting activities. These may be used as constraints in the corresponding triggers and filters."

 

5. Configure this section according to your Marketo Program needs.

Values for these fields can be populated in several ways including static values, dynamic values pulling from the Source's Field tab, or mapped via List Mappers.

The below sample configuration uses a few common examples of these.

dap-postouts-marketoaddtoprogram-03.png

  1. Mapped via list mapper - Sends the corresponding mapped value (Mkto Program) based on the value uploaded into Asset Title field (asset_title) on the Fields tab.
  2. Static value - Sends exact value listed under Custom column (Downloaded).
  3. Token - Sends the corresponding value according to the specific token used (Media Partner/Publisher Name).
  4. Mapped from Campaign/Source field value - Sends the corresponding value uploaded in to field selected (Notes).

Work with your Marketing Ops team to determine the best configuration based on all available options.

 

 

Sending leads to one Marketo Program per Campaign/Source

You can choose to send all your leads to a single Marketo Program. When specifying the details for the Program Name in the Program Settings, select Custom Field under Field and add the exact name of the Program under the column labelled Custom.

The screenshot below is sending all leads to a Marketo Program called Q4 Webinars.

dap-postouts-marketoaddtoprogram-04.png

 

 

Sending leads to multiple Marketo Programs per Campaign/Source

You may want to send leads to different Marketo Programs based on information gathered about the lead.

If you structure your Marketo Programs around content interaction for example, you may want to send all the leads that engaged with "Asset A" to "Program A" and all the leads that engaged with "Asset B" to "Program B".

You can accomplish this within the Program Settings by using Lists & Mappers. 

 

1. If you haven't already, set up the list mapper in Lists.

Example: list mapper to map the Asset value of a lead to a Marketo Program name

dap-postouts-marketoaddtoprogram-05.png

 

2. Navigate back to the Campaign/Source > Integration > Program Settings section.

When specifying the details for the Program Name, select the corresponding Source Field that uses your list and mapper. Once you do this, you will see the name of your associated list appear automatically under the List Name column.

dap-postouts-marketoaddtoprogram-07.png

 

Under the Map column, from the dropdown, choose the corresponding mapper name that maps to your Marketo Program names.

dap-postouts-marketoaddtoprogram-08.png

 

Example: send leads to a corresponding Marketo Program depending on the asset that was downloadeddap-postouts-marketoaddtoprogram-06.png

 

Save your changes and complete the set up of your Source Integration.

 

 

Testing your Program Settings

Be sure to test your integration before launching your Campaign/Source to allow live lead flow. Your leads will be routed to different programs in Marketo based on the mapped values, so work with your Marketing Ops team to confirm your tests are routing properly.

  • Thorough testing will help ensure your leads will be correctly received and routed once they reach your Marketo instance.
  • If sending leads to multiple programs, it is recommended to a send test lead to confirm the routing is correctly configured for each Marketo programs.

 

 

Recommended Reading

 

For more help, get in touch with our Support Team or your Customer Success Manager.

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