Connecting to Marketo (REST API Integration)

Relevant to: Demand Acceleration Platform

This article outlines the first steps needed to connect the Demand Acceleration Platform with Marketo, in order to post leads (contacts) via the Marketo REST API.

Here you will learn what information is needed from Marketo, where to retrieve the information and how to create a new integration with the Demand Acceleration Platform.

Using this configuration, the Demand Acceleration Platform will send leads to Marketo using the REST API.

What this integration feature can do

Pass data in real time.
Create new leads in Marketo.
Update and add data to an existing lead in Marketo with the same email address.
Post to a Marketo program or static list.
Create or update other Custom Objects.
Marketo Closed Loop Reporting.

Integration setup overview

In Marketo - Create a new LaunchPoint service.
In Marketo - Gather Marketo credentials and field information.
In the Demand Acceleration Platform - Enter Marketo credentials, field details and configure response mapping.

You need access to your Marketo Admin section (with Marketo Admin permissions) and your Integrate Demand Acceleration Platform.
When setting up the integration, it is recommended that you are logged in to both platforms and have them open side by side.

Connecting the systems

The Demand Acceleration Platform needs to be permitted to send data to Marketo via an API-Only User in Marketo. The sections below outline the specific permissions needed and instructions to complete this setup in both platforms.

Create a new Launchpoint service

The first step is to create a new Launchpoint service for use within Marketo. In order to do this, you will need an API-Only User.

Create a new API-Only Role (Marketo)

Create a new Launchpoint service (Marketo)

1. Create a new API-Only Role in Marketo. When creating this new role, select the Access API permissions. Not all of the subcategories are required, but we suggest starting with:

Read-Write Activity (required).
Read-Write Activity Metadata (required).
Read-Write Custom Object (if applicable).
Read-Write Custom Object Type (if applicable).
Read-Write Lead (required).
Any others you think may apply given your Marketo set-up.

2. Once created, assign this role to a New API-Only User.

3. Create a new Launchpoint service and assign the new API-Only User to this service.

Gather required information from Marketo

Once your Launchpoint service and API-Only User are assigned, you will need to retrieve the following data points from Marketo.

You can use the template at the end of this article to record the data. The following table outlines what you need to collect from Marketo and where it can be found.

Data to collect from Marketo		Where to find the data
Client ID		In Marketo, go to Admin > LaunchPoint > View Details. See section for detailed instructions.
Client Secret
REST API Endpoint URL		In Marketo, go to Admin > Web Services. See section for detailed instructions.
REST API Identity URL
REST API field details REST API Field Name - Special characters should not be included Field type - Eg. string, currency, date, integer, phone, Boolean Picklist field values (if applicable) - Common for fields like state, country, industry, etc. Field length restrictions - Min/max number of characters Field requirement - Whether field is required or optional, plus any other validation requirements		In Marketo, go to Admin > Field Management and select Export Field Names. See section for detailed instructions.

Use the Connecting to Marketo Template at the end of this article to help capture your details.

1. In Marketo, go to Admin.

2. This will open the Admin section of Marketo.

Client Id & Client Secret

1. In the Admin panel and under Integration, click LaunchPoint. Find the relevant LaunchPoint service that was created in the previous step and click View Details.

2. From the Details modal, copy the Client Id and Client Secret.

For more information, see the Credentials for API Access section of the Marketo documentation.

REST API Endpoint & Identity URL

In the Admin panel and under Integration, click Web Services. Scroll down to REST API section and copy the Endpoint and Identity URL values.

Rest API field details

In the Admin panel and under Database Management, click Field Management. Click on Export Field Names.

This will export all the Marketo field names in a .csv file. From the first column labeled REST API Name, note the field names that you wish to post into from the Demand Acceleration Platform.

You don't need to include all Marketo fields in your integration; you can decide which ones you want to give the Demand Acceleration Platform write-access to.
Common fields include basic contact and company information, plus CRM Campaign IDs, Source information and Integrate Lead ID.

For each REST API field, note:

REST API Field Name - Special characters should not be included.
Field type - eg. string, currency, date, integer, phone, Boolean.
Picklist field values (if applicable) - Common for fields like state, country, industry, etc.
Field length restrictions - Min/max number of characters.
Field requirement - Whether field is required or optional, plus any other validation requirements.

Connect Marketo to the Demand Acceleration Platform

Having collected all the required information from Marketo, you can now establish your integration in the Demand Acceleration Platform.

1. In the Demand Acceleration Platform, click the Settings icon.

2. Click on the Integration Hub and scroll to the Integration Library. Click the + button on the Marketo (REST) tile.

3. The integration configuration modal will appear. In the Authentication tab, add the Marketo information that you gathered in the first part of this guide: Client ID, Client Secret, Endpoint URL and Identity URL.

4. In the Response Mapping tab, you can modify how Marketo response codes are interpreted by the Demand Acceleration Platform whenever a lead is delivered.

Most customers leave the default response mapping, unless otherwise needed.

By default, all response codes result in the lead continuing to stay in an Accepted state within Integrate - unless you selected Create Only as the Action (read the following section, instruction #6, for information on Actions).
Updating a response code to Reject will result in the lead updating to a Rejected status upon posting out, removing it from the total accepted lead count. In either case the disposition is reflected within Demand Acceleration Platform.

If you want to update the Response Mapping, use the drop-down options in the Status and Disposition columns.

5. In the Settings tab, you can name the Marketo integration, determine how leads are posted into Marketo (ie. the Action), and add your Marketo API field names (in the Schema).

This table shows the available settings in the Integration Settings modal:

Field		Description
Integration Name		Enter a name for your Marketo integration. This will help you identify the integration in the Demand Acceleration Platform and can be anything you like. If you will be connecting multiple instances, use a naming convention to help you distinguish them.
Add To Program		Routing using Marketo Add to Program can be turned on at the Source level to determine how leads are routed into your Marketo.
Action *		Decide on the default Action you would like to assign. You can change this on your Source Integrations as well. See the table below to understand which Action is most appropriate for your integration. These settings only determine how we send leads to your Marketo instance and cannot override any existing rules within Marketo.
Schema		Add your Marketo REST API Field Names that you gathered in the previous section of this guide. You can bulk copy and paste these from Excel, with each field on a new line, into this section. If needed, these can be added, updated or deleted at a later date. New values will be added to the end of the list.

* The table below outlines the available Actions, which determines how lead data is posted into Marketo.

The Action defined here will only determine how leads are sent to your Marketo instance.
It cannot override any existing rules set in Marketo. If you’re thinking about altering this setting, first contact your Integrate Customer Success Manager for additional information and guidance.

Action	Description
Create or Update	Set as default. Determines that new leads will be created and leads that already exist in Marketo will be updated. Almost all Demand Acceleration Platform and Marketo customers use this setting. If you are thinking about altering this setting, first contact your Integrate Customer Success Manager for additional information and guidance. If you already have duplicate records in your Marketo and use this setting, the lead will receive a response code of '1007 Multiple leads match the lookup criteria' and nothing will be updated. If you have many duplicate records, see the Create Duplicate option below.
Create Only	Determines that only new leads that do not already exist in your Marketo will be created. Leads that already exist will be rejected within the Demand Acceleration Platform.
Update Only	Determines that only leads that already exist in your Marketo will be updated. New leads will receive a '1004 Lead Not Found' response code and will not post into Marketo.
Create Duplicate	Determines that if a lead already exists in Marketo, a duplicate record will be created and new leads will be created as normal. If you have many duplicate records, this action may be useful.

6. Once all settings have been defined and the Schema (Marketo REST API Field Names) added, click the Integrate button to save and create your new integration.

You will now see your Marketo Integration in a tile within the System Integrations section at the top of your Integration Hub page.

If any changes need to be made (such as if additional fields are added), you can open this modal to adjust the integration settings. Click the Settings icon.

The Demand Acceleration Platform and Marketo are now connected.
The next step is to add an integration to a Source.

Setting Up an Integration to Marketo

Troubleshooting

If you encounter a 400 (Bad request) or 403 (Forbidden) error when connecting Marketo to the Demand Acceleration Platform, you should check that the values input in the Authentication tab align with your Marketo instance.

Connecting to Marketo Template

Integrate Template - Connecting to Marketo.xlsx
60 KB Download

In this article

What this integration feature can do

Integration setup overview