Adobe Marketo

Overview

The Adobe Marketo connector streamlines lead synchronization from Captello to Marketo through Automations, Fulfillment Actions, and Bulk Actions. Access the Captello Universal Lead Capture Connector on the Adobe Exchange.

The Marketo connector allows you to sync both prospects and submissions (using custom objects) to Marketo.

Connecting to Adobe Marketo

  • In Captello, Navigate to Setup > Integrations > Connectors.

  • Find "Marketo" and enter your Client ID and Client secret (from a custom launch point), and your Identity URL & REST endpoint URL (from Integration > Web Services > REST API).

  • Click Save.

  • Confirm successful connection with the message: “You’re successfully connected to Marketo.”

The API user being used to connect requires the following permissions:

  • Read Only Person: This is for Captello to retrieve metadata for lead fields.

  • Read Only Campaign: This is for Captello to retrieve the campaigns in Marketo.

  • Execute Campaign: This is for Captello to use the API to trigger a campaign with a specified campaign ID.

  • Read-Write Person: This is used to create and update leads inside Marketo.

  • Read-Write Custom Objects: This is used to update custom objects in Marketo.

image-20240716-171646.png

Field Mapping

When transferring data from Captello to Marketo, note that Marketo fields won't update if the corresponding Captello fields are empty. However, a value of '0' is treated as non-empty and triggers an update in Marketo.

Follow these steps:

  • Map Lead Liaison Prospect fields to Marketo Lead fields.

  • Access Field Mapping via the Marketo connector.

image-20240716-171917.png
  • Use the mapping menu to assign fields.

  • On the mapping menu, select the Lead Liaison field on the right and the corresponding Marketo field on the left.

  • Utilize the (+) and (-) buttons to add or remove fields and click Save.

Mapping Diagram

Mapping process:

  1. WebApp User (through WebApp):

  • Connect Marketo Credentials

  • Setup Field Mapping

  • Configure Capture Forms

  • Setup Custom Field Mapping

  • Setup Automations + Fulfillment Actions

  1. Configure capture forms + FA > Captello servers + Captello database

  2. Captello Mobile App + Captello Web View > Captello API > Captello servers + Captello database

  3. Captello servers + Captello database > Send to Marketo + Send Capture Submissions to Marketo > Marketo.

Here is a diagram illustrating the field mapping between Captello and Marketo: 

Revoke Access

Disconnect Lead Liaison and Marketo by clicking the Revoke button on the Marketo Connector.

Sync

Use the Sync button to run a force sync operation with Marketo.

Campaigns and programs are synced on a daily basis automatically, so you do not need to use the sync button unless you need to do an immediate update.

Settings (Record Update Preference)

The settings button allows you to choose what happens when you sync a record that exists more than once inside Marketo (with the same email address). You can choose one of the following options:
- Update all duplicates: Update all records in Marketo.
- Update most recently modified duplicate: Check which record has the latest modified date in Marketo and update it.

Submission Metadata Field Mapping

Used to map field data for syncing submissions, for more info, refer to Sending Submissions to Marketo Using Custom Objects below.

Logs

  • Access Marketo logs at Reports > Standard > Marketo Logs.

  • Filter by sync status i.e. success or error and hover over errors for details.

Sending Leads to Marketo

Video Tutorial

The video below explains how to:

  • Send leads to Marketo.

  • Send leads to different campaigns based on capture form answers.

  • Send submissions to Marketo.

https://vimeo.com/914607396/0d8dce2840

Step-by-Step Guide

  • Utilize the Send to Marketo action in Automations, Fulfillment Actions, and Bulk Actions.

  • The ‘Update records' checkbox allows Captello to sync records that already exist in Marketo, updating them.

  • Ensure the Prospect has an email address for syncing.

Adding Leads to Marketo Campaigns

To add the Lead to a Smart Campaign, use the Campaign drop-down field on the fulfillment or automation action.

For a campaign to be synced to Captello, it must be:

  • A trigger campaign (which also means it cannot be executable).

  • Has the trigger ‘Campaign Requested’.

  • Activated.

Adding Leads to Marketo Lists

To add the lead to a smart list by adding the Marketo List ID, or by clicking the magnifier icon to search by the list’s name.

If you do not have the ID, you can click the magnifier icon to search by the list’s name.