Setting up an Integration to Marketo

Relevant to: Demand Acceleration Platform

Add a Marketo integration to your Campaign/Source and configure the settings to enable lead flow into your Marketo instance.

This step is achieved in the Integrations tab when building a Campaign/Source, ultimately determining how lead data is passed into Marketo and routed once received.

You need to have 1) connected your Marketo account with the Demand Acceleration Platform, and 2) have finalized the set-up of the Campaign/Source Fields - before setting up an integration on your Campaign/Source.
Connecting to Marketo	Fields Tab *

* Once your integration has been added to a Campaign/Source, any changes made in the Fields tab (including changes to the fields themselves, field names or associated lists) will not automatically update in the Campaign/Source. However, they can be manually updated, see Troubleshooting section for details.

Adding a Marketo integration to a Campaign/Source

Adding an integration to a Campaign/Source will utilize the credentials that were added when Marketo was connected with the Demand Acceleration Platform in the Integration Hub.

For CPL Campaign builds, integrations are initially set up on the Campaign level - the settings will be inherited by new Sources created and small adjustments can then be made to reflect specific Source details.
When using Social and Webinar channels, note that integrations are only added to Source (not Campaigns).

1. In the Demand Acceleration Platform, go to your Campaign/Source and navigate to the Integrations tab. Click the Add Integration button.

If you can see a Marketo tile here, the integration has already been added to the Campaign/Source. Proceed to Configuring your Marketo integration.

2. You will be presented with the Add Integration modal.

Here there are two options:

Option 1: Create a new Campaign/Source integration – Start from scratch! This will essentially create the basic integration with each field currently on the fields tab. You can then map to your desired Marketo fields and add any additional details as needed.
- This option is most helpful when:
  - You or your team are new to the Demand Acceleration Platform.
  - You haven’t built any Campaign/Sources with a similar set up.
  - You are using very few fields or unique fields within this Source (eg. in Social or Webinar Sources, which have fewer, more specific fields).

Option 2: Load From Existing – Start from something similar! This will make an exact copy of an existing integration from another Campaign/Source. Once loaded, changes can be made for the new Source.
- This option is most helpful when:
  - You already have an existing integration that used similar fields and set up details (eg. existing builds from the same team, region, program).
  - You are creating multiple Sources that use the same Social or Webinar form fields.
  - You have complex routing rules that you’d like to copy and manually check the Source fields and details match.

Decide which option works best for your build; instructions for both are outlined below.

Option 1: Create a new Campaign/Source integration

1. In the Add Integration pop-up modal, select your Marketo Integration from the available list.

2. Marketo is now listed as an integration with a visible tile. Proceed to Configure your Marketo integration.

Option 2: Load From Existing

1. In the Add Integration pop-up modal, select the Load From Existing button.

2. You will then be presented with a list of the existing Campaign template integrations to choose from. If you wish to switch to view your Source Integrations, use the Showing Campaigns button and select Source from the dropdown.

3. Click the desired Campaign/Source integration and select the integration from the dropdown in the Integration Name column. Then click the Load Integration button.

This will load a copy of your existing integration to the new Campaign/Source, which you can adjust accordingly.

Proceed to the Configuring Your Marketo Integration section below for more details.

Configuring your Marketo integration

Once a Marketo integration has been added to your Campaign/Source, you need to configure some key elements to define how lead data is sent to Marketo.

1. To open your integration, hover over the Marketo tile and click the Settings icon.

2. Move through the sections below to configure your integration according to the needs of your Campaign/Source.

Be detailed and thorough in your set up and always test before allowing live lead flow.

Settings

In the Settings section, you can determine how your leads will be received and routed once they reach your Marketo instance.

Settings Field	Description
Integration Name	Displays the name of your Marketo integration; you can update the display name of your Source level integration. This will not impact the connection if the name differs from your Integration Hub.
Add to Program	This Enable Add to Program checkbox indicates whether you’ll be sending leads into a Marketo Program. Details and instructions on this can be found in our article Route Using Marketo Add to Program. Most customers use this option to streamline their lead routing process. It makes 1 API call and sends leads directly into your specified program.
List	This dropdown indicates whether you’ll be sending leads into a Marketo static list. Details and instructions on this can be found in our article Route Using Marketo Add to Static List.
Action	This will be set initially to the default option selected in your Marketo connection details within the Integration Hub. On the Source level you can alter this if needed, but please first refer to the details for each option outlined in the article Connecting to Marketo. These settings only determine how we send leads to your Marketo instance and cannot override any existing rules within Marketo.

Mapping

One of the most important pieces of your integration, this section determines where data will be sent into Marketo. Click the drop-down arrow to expand and view this section.

Full instructions and customization capabilities are outlined in the Integration Field Mapping article.

The first two columns that you see here are used to match Campaign/Source fields in the Demand Acceleration Platform with those in your connected Marketo instance.

Field column

Represents the Campaign/Source fields in the Demand Acceleration Platform, which have data incoming from a particular channel (eg. Content Syndication comes from Media Partners, Social comes from your LinkedIn or Facebook form).
The name displayed here corresponds to the Field Name on the Fields tab.

Output column

Represents the Marketo field you wish to send the data into.
These are the Marketo REST API field names added to the Schema section when you connected your Marketo instance.

For example:

Field (Campaign/Source field)		Output (Marketo API field)
first_name	posts to	firstName
last_name	posts to	lastName
email	posts to	email

The other columns on the integration page can be used for additional data configuration options:

Custom column

When Custom Field is selected under the Field column, this displays a text box to allow you to add additional details to your outbound lead data (eg. static text values, available token data or advanced coding / liquid markup).
Custom fields can be used to customize how data is posted out to Marketo is many ways. Some common examples are illustrated below. See Post Out Enhancements section for more details.

List Name column

This column pulls directly from the Fields tab to show you the list that is being used (if any) to standardize inbound data on the corresponding field.
Visit the Lists & Mappers section to learn more about lists.

Map column

If applicable, this is where you would select the name of the list mapper you wish to apply to map to alternative list values before sending data into the specified Eloqua field.
Visit the Lists & Mappers section to learn more about mapping values.

Examples

1. Using the custom column to pass the Integrate Lead ID into Marketo.

It is recommended to send the Integrate Lead ID into a Marketo field to collect and store that value within your Marketo instance.

2. Using static text and tokens to pass multiple values into the Marketo Notes field.

Combine static text (Media Partner: and Notes:) and two available tokens ({{publisher.ShortName}} and {{leadNotes}}) in the custom column to pass multiple values into the mtkoPersonNotes field in Marketo.

Read more about how to map fields in Integration Field Mapping.

Custom Objects and Custom Activities

Utilizing Marketo Custom Objects and/or Custom Activities is also an option when sending data from the Demand Acceleration Platform. For details and instructions, see our article Writing to Marketo Custom Objects & Custom Activities.

Finalize and save

Once your integration set up is complete and all fields are mapped, click Save.

Testing the integration

It is important to test your integration before you start collecting leads. It is advisable to work closely with your Marketing Ops team to confirm that all test data has been properly posted into Marketo.

For instructions on testing your integration, see Testing a Marketo Integration.

The Marketo integration has been added to your Campaign/Source.
The next step is to test the integration.

Testing a Marketo Integration

Troubleshooting

Here are some common issues encountered and how to rectify them.

Problem	Reason	Action to take in the Campaign/Source integration
The wrong Field Name is displayed in the Field column of the integration.	The Field Name has likely been altered on Campaign/Source Fields tab.	On the line showing old name, click the Field column dropdown and select the new Field Name.
The wrong list name is displayed in the List column of the integration.	The associated list has likely been changed on Campaign/Source Fields tab.	On the line showing old list name, reselect Field Name from Field column to refresh the line.
My new Campaign/Source field is not represented in integration.	This is likely a new field created on Campaign/Source Fields tab after integration set up.	Create a line for the new field in integration, follow steps in Mapping section above.
My Marketo field is not available to select from the Outputs drop-down menu.	The field has not been added to the Integrations Hub.	In the Integrations Hub, add the field to the Schema section.

If you need additional assistance troubleshooting, please contact Integrate Support.

In this article

Adding a Marketo integration to a Campaign/Source