Launch RollWorks Workflows using Marketo actions

A RollWorks Workflow is an automated sequence of steps defined in RollWorks that takes action on contacts across external platforms. Click here to learn how this feature helps you automate your GTM strategy. RollWorks Workflows are configured using two elements:

  1. A Trigger: a set of criteria that defines when a workflow executes.
  2. An Action: Operations that can be performed on the contacts that enter a workflow. The actions available for Marketo are Add Contact to a List and Add Contact to Smart a Campaign. Learn more about Marketo Lists and Smart Campaigns.


  These actions do not create new lead records in Marketo

Please note that these actions do not create new lead records in Marketo. RollWorks matches the email address of the contacts meeting the trigger condition to the corresponding Marketo lead. See the note about duplicate leads in Marketo below. If the email is not associated with a lead record in Marketo, the RollWorks workflow will log an error for that email address in the 30-day Report.


Who can access

Access to Workflows depends on your RollWorks subscription package:

Your Package Workflows
Standard Advertising Not included
Advanced Advertising Not included
ABM Included
ABM with Advanced Advertising Included
Starter (Legacy) Included
Standard (Legacy) Included
Professional (Legacy) Included
Ultimate (Legacy) Included
Free Tier Not included

To find your current subscription, log in to RollWorks and navigate to Settings > Billing > Plans & Usage.


Before you start

Before you launch a RollWorks Workflow using Marketo actions the following is required:


Initial Setup: Authenticate Marketo

If you have not previously connected your Marketo account to RollWorks, go through the instructions in this article to connect them. You only need to complete this authentication once.

In order to enable RollWorks to add contacts to a Marketo Smart Campaign or a Marketo List please ensure that the RollWork API role has the following permissions:

  • Read-Only Assets
  • Read-Only Campaigns
  • Execute Campaign
  • Read-Write Person


Create a RollWorks Workflow

Step 1.  Create a New Workflow

Log in to RollWorks and go to the Workflows section, which is accessible via the main navigation menu.

You can either create a new blank workflow, you can use a template, or you can clone an existing workflow and modify it.


    1. Create a new blank Workflow starting from scratch
        • Click the Create Workflow button in the upper-right corner.Screenshot 2023-07-26 at 4.04.30 PM.png
    2. Create a workflow using a Template
        • Select one of the workflow templates available to start a workflow with preset triggers and actions. To learn more about each of the available templates you can go to this article
    3. Clone an existing workflow
        • You can clone an existing Workflow by clicking the vertical ellipsis and selecting to reuse or modify its logic.


Step 2. Select the Trigger

Click Select Trigger and choose one of the two options:

  • Custom Criteria to set your criteria
  • List Membership  to use your already existing Enhanced Contact List

Screenshot 2023-10-27 at 8.11.36 PM.png

Click Apply


Step 3. Select an Action

Select one of the actions under the Marketo heading in the Action menu:

  • Add Contact to a List
  • Add Contact to a Smart Campaign

Click Apply.

 Lists or Smart Campaigns? What to choose

Whether you want to leverage Marketo Lists or Smart Campaigns depends on how you prefer to work in Marketo.

If you choose a Smart Campaign:

  • You must select a Smart Campaign that includes the “Campaign is Requested” trigger with the Source set to “Web Services API”. The “Campaign is Requested” trigger is often used for advanced use cases - if you are not familiar with the “Campaign is Requested” trigger, start by using Marketo Lists rather than Smart Campaigns.
  • Smart Campaigns must both be active and include the “Campaign is Requested” trigger with the Source set to “Web Services API.

If you choose a List:

Input the URL of an existing Marketo List or Smart Campaign in the Action menu that appears, and click Apply.

Marketo List URL example Marketo Smart Campaign URL example


Step 3. Configure Enrollment Settings & Turn Workflow On

Click Next in the upper right if everything looks good with your workflow. This will take you to the Settings panel shown below.

Under Settings configure the following:

  1. Enter a Workflow Name. We recommend giving your workflow a descriptive name that summarizes who it is targeting and what actions it will be triggering.
  2. Under Existing Contacts Enrollment, you can define whether you want the contacts that currently match the trigger criteria to be enrolled in the workflow, or whether you want to exclude them from the workflow:
    • It can be helpful to choose the No option when creating a workflow that triggers alerts so that the creation of the workflow does not initially trigger a large number of alerts.
    • If you do choose the No option, note that those contacts will not be eligible to enroll in the workflow, even if they meet the trigger criteria again at a later time.
    • You may also preview the contacts that currently meet the trigger criteria:

  Be careful if you have duplicate leads in Marketo

RollWorks will match the email addresses of contacts meeting the trigger condition to any Marketo lead records that have the corresponding email. This means if you have multiple lead records with the same email in Marketo, those duplicate leads would also get added to the Marketo List or Smart Campaign.

Review your Settings and when you are confident they are correct, click the Turn Workflow On button in the upper right to save your workflow and immediately activate it. You will be redirected to the Workflows list view.

 Turn on and save your workflow

RollWorks does not yet offer the ability to save your workflow without turning it on. However, you do have the option of turning the workflow off once it has been created. 

After clicking Turn Workflow On, if you have opted to enroll existing contacts they will be enrolled immediately into the workflow. If your contact list is larger than 5,000 contacts, your list will be processed in batches of 5,000 every 6 hours.

Additionally, the workflow will check for new contacts that meet the contact list criteria every 6 hours and enroll those new contacts into the workflow.



Under re-enrollment, you can define whether you want the contacts that meet the trigger conditions to never be able to re-enter the workflow or to be able to re-enter the workflow every user-specified number of days.

Please note that this currently applies to all contacts who meet the trigger criteria at the time of the creation of the workflow, even If you select No, only enroll contacts who meet the trigger criteria after turning on. In that case, those contacts will be excluded from the initial run of the workflow as well as all future runs.


Manage existing Workflows

From the Workflows list view, you can turn individual workflows on or off, as well as edit or delete individual workflows:


Edit a workflow

To edit existing workflows, click the Edit option in the dropdown menu next to each individual workflow. When saving an existing workflow, it will maintain its existing status (Off workflows will remain Off; On workflows will remain On).


View which contacts are enrolled in a workflow

If you hover over the View Log link under the Total Enrolled column, you can see how many contacts were enrolled in the workflow since its creation. You can also download a CSV file that contains a detailed log of all contacts that qualified for the trigger criteria over the last 30 days, whether the contacts successfully enrolled in the workflow or not, as well as any relevant error messages by clicking the Download 30-day Report link.

This report can be useful for troubleshooting purposes in conjunction with audit log functionality in destination platforms.


Best Practices

  • To test out the volume of contacts getting enrolled into your RollWorks workflow, consider creating a test List in Marketo rather than directly adding contacts to a Smart Campaign. 
  • You may find it useful to datestamp when the Marketo lead entered the list or smart campaign. To do this, use a smart campaign with a Change Data Value flow step set to the {{system.dateTime}} token (see the System Tokens Glossary in the Marketo documentation).
  • You can consider adding your contacts from RollWorks Workflows into a Marketo List rather than directly to a Marketo Smart Campaign if you would like to review the contacts before actioning them or consider applying additional filtering in Marketo.
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