Customers integrating with Marketo can insert a lead into a particular Marketo program automatically when the lead is created or updated in Marketo. This eliminates the need to create additional steps within Marketo Smart Campaigns to 'listen' for leads and add them to a program based on certain criteria. This will save hours of work and will help you work smarter. Adding to Program will make one single API call to your Marketo instance, unlike adding to a static list which will make two.
This article includes these sections:
- Enable Add To Program
- Program Settings
Before You Begin
- Connect your Marketo Instance to your Demand Acceleration Platform
- Add your Marketo Integration to your Source
- Locate your Program name within your Marketo instance – You’ll need the exact Program name handy to add to your integration set up. If needed, first create a Program within Marketo.
Enable Add To Program
Within your Source integration, navigate to the Settings > Add to Program section. Check the box labelled Enable Add To Program. This will open an additional section labelled Program Settings to be filled in with your Marketo details.
With Enable Add To Program checked, the four field mappings available for routing to Marketo Programs are Program Name, Program Status, Source, and Reason. The output column are Marketo's fields used for Program enrollment and are not user editable.
- Program Name (programName) – This field should be the exact name of your Program in Marketo you wish the lead placed into.
Please Note: This must be the exact Program Name, not the Program ID.
- Program Status (programStatus) – 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) – This field allows specifying a source value, e.g. "Integrate" in Marketo that will be associated with the program.
Please Note: The screenshot below shows the Source field receiving a variable value using a token from the Demand Acceleration Platform. You can learn more about post-out tokens here. (LINK TO: KB article about Available Tokens)
- Reason (reason) – This field specifies a Reason in Marketo that will be associated with the program.
Helpful Hint: 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."
Values for these fields can be static values, mapped from Source field values, mapped via List Mappers, or generated using Liquid Markup. The below sample configuration uses a few common examples of these.
Work with your Marketing Ops team to determine the best configuration based on all available options.
Sending Leads to One Marketo Program per Source
Within your Campaign or Source in the Demand Acceleration Platform, you may 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 “August Webinar”
Sending Leads to Multiple Marketo Programs per Source
Rather than setting up a new Source for every Marketo Program, 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.
Below is a screenshot of an example list mapper that will map a lead’s Asset value to a Marketo Program name.
After your list mapper is set up, navigate back to your 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.
Under the Map column, from the dropdown, choose the corresponding mapper name that maps to your Marketo Program names.
The screenshot below will send leads to the corresponding Marketo Program depending on the asset they downloaded.
Save your changes and complete the set up of your Source Integration as you normally would.
Test Your Program Settings
Be sure to test your integration before launching your 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 property.
Helpful Hint: Thorough testing will help ensure your leads will be correctly received and routed once they reach your Marketo instance.