Marketo Leads Integration: Information & Setup

This article is part of our Integration series. Get information on integrations with other CRM and marketing software such as Salesforce, Eloqua and Marketo. 
 
N.B. Marketo are currently rolling out a change of product terminology as such, you may see "Person/People" in place of "Lead/Leads" in your Marketo system. 
 
What is the Marketo Leads integration?
 
Using the Marketo Leads integration, you can instantly create or update Leads inside Marketo using the data collected in Akkroo data capture forms (on the app or web forms)You can send any text or selection data from the Akkroo forms you create.
 
What the integration can do:
  • Where an email doesn't exist in the Lead Database, the integration creates a brand new Leads in Marketo using information from Akkroo form (app or webform)
  • If the email address being sent already exists in Marketo:
    • You can add new details to the existing Lead (where the details don't already exist) 
    • Any details that already exist in the Lead is overwritten with the new data
  • The data is passed to Marketo in real-time
  • Update the status of people inside events (Smart Campaign Events) using Akkroo Guest Lists
 
What the integration cannot do (yet!):
  • Create or update other Custom Objects
  • Handle inbound data
 
Effectively, the automation carries out this activity automatically on your behalf:
 
 
 
 
 
 
 
Steps: Setting Up the Marketo Leads integration
 
You need to contact support (support@akkroo.com) or your account manager to turn on this Marketo integration feature for your account before you can follow these steps.
 
1: Initial Setup - Enable API access inside Marketo
 
Open the Admin drop down in the menu tree within Marketo, select Security > Users & Roles.
 
 
Create a new role. In Role Name enter "API Role". Make sure the Read-Write Lead check box is checked. 
 
 
From the Users menu, choose Invite New User menu option.
 
 
Fill out the form using the format shown in the image below, and double check. Ensure the API Only checkbox is checked. Use an email address you have access to, not api@akkroo.com which is just there as an example.
 
 
Open the Admin > Integration > LaunchPoint page in the navigation tree area within Marketo.
 
 
From the Installed Services tab, select New > New Service.
 
 
Complete the form as shown in this image. Ensure Service is set to Custom and API Only User is the newly created API user, using the email you added a moment ago.
 
 
When the new service has been created, tap View Details. 
 
 
Take note of the Client Id and the Client Secret. These will be needed at a later stage to add inside the Akkroo Dashboard. Press Close.
 
 
Go to Admin > Integration > Web Services in the tree navigation within Marketo.
 
 
Take note of the Identity URL and the REST Endpoint URL as these will be required at a later stage within the Akkroo Dashboard. 
 
 
 
2: First Run - Now set up the Marketo Leads integration inside Akkroo
 
You need to contact support (support@akkroo.com) or your account manager to turn on this Marketo integration feature for your account before you can follow these steps.
 
Open your dashboard, and choose Settings > Integrations from the main navigation. Tap the Add new link. 
 
 
Select the Marketo icon and tap Add. (If you don't see this icon you need to contact support@akkroo.com to enable it on your account. Integrations are a paid-for feature).
 
 
Using the details you've collected from Marketo in Step 1, enter your Client ID, Client Secret, Identity Service URL and REST Service URL and tap the Get Auth URL link, then after, press the Authorise Marketo button.
 
 
First run setup is complete. Your account is now ready for you to setup individual events, which should create new Marketo leads.
 
Using the Integration: Create or update new leads automatically in Marketo
 
You will need to repeat this step of the process for each event that will create new Marketo Leads. Alternatively you can duplicate and modify an existing event where the Marketo integration has already been set up.
 
Choose an event from your dashboard, and click into it. From the options, select the Setup integrations button. 
 
From the options, choose Marketo.
 
 
Next you'll need to decide whether you want us to replace existing data inside Marketo.
 

If business card scanning is enabled on your account, you're able to determine which source should be used to fill a Marketo Lead Property if the transcription and the form send different values to it.

It's time to map your fields between your Akkroo event and Marketo leads. Tap Edit field mappings to start making the changes.
 
 
In the left column are fields from your Akkroo event form. The right column are your fields in Marketo. Fields set to Unassigned will not be filled with any Akkroo data.
 
 
And that's it! When you collect data using the app or web forms, the new leads will appear in Marketo automatically, and the Marketo Lead details will be filled using data from the Akkroo form.
 
 
Update someone's status inside a Smart Campaign Event
 
In Marketo setup a custom field to identify records sent through by Akkroo. This can be a set field specific to Akkroo or just a campaign ID field. Make sure this field is also in your Akkroo form and mapped correctly for the event.

marketo_campaign_ID_form_.png

In Marketo select the smart campaign you wish to use and start a new flow using your custom field as the filter.

marketo1.png

This can then be used to trigger any workflow as desired, for example updating a leads program status.

marketo_2.png

You can find out more about using Marketo Smart Campaigns here

 
Questions & Related Tasks
 
Can I update an existing Marketo contact by submitting the same person's data twice?
It's not possible to update a record for the same person. You would need to delete the person's record from the event in the Akkroo dashboard and then re-submit the data.
 
[Marketo uses it's own, separate method of checking for duplicates, which we do not mirror. Regardless of the settings and rules on Marketo, we will never send data over which Akkroo believes to be a duplicate.]
 
How fast will my leads appear in Marketo?
Usually a few seconds after they appear in the Akkroo dashboard.
 
Can I create or update contacts in Marketo using this integration?
Yes, when setting up an Akkroo integration you'll be asked "Do you want us to replace existing data inside Marketo?"...you can then select whether you'd like to replace existing data.
 
For more information, let us know at support@akkroo.com.
 
Can I create ldeas in Marketo from guest list check-in with this integration?
It's only possible to create new contacts from data capture events.
 
Can I map multiple form questions to one field in Marketo?
Yes, it is possible to update one Marketo field with the data from multiple form questions. For example, you may have split products out into categories but only have one Marketo field for these.
 
How does this feature work when my devices are offline?
Leads are queued to be added to Marketo as soon as the data synchronises to the Akkroo dashboard.
 
Can I use the same integration over multiple Akkroo accounts?
You must setup an independent integration link for each separate Akkroo account. A cost will apply for each additional account that needs an integration.
 
Can I import the data that I collected before I set up the integration on an event?
You must setup the integration prior to collecting data. Data collected before setting up the integration must be manually exported and imported using CSV or Excel.
 
How do I disable or remove an integration from an event?
From the Integrations screen for the event, under the Marketo row, select Remove Integration.
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