Marketo Integration: Initial Installation Guide

What is the Marketo Integration

The Marketo Integration connects syncs data from Marketo to the AdRoll ABM platform to power your Account-Based strategy. With this integration you will be able to:

• Import Static Contact Lists, and Smart Contact Lists from Marketo to target them with ads tailored to their role, sales stage, company, or any other audiences built in Marketo.
• Create Enhanced Contact Lists in AdRoll ABM using Marketo Lead and Activity filters in combination with other data offered by us to target them with ads or enroll them in Workflows.
• Create Account Lists using Marketo Lead and Activity filters combined with AdRoll ABM Account data, Salesforce, HubSpot, and Intent data.
• Customize Journey Stages using Marketo Activities as a data source.
• Launch a Workflows to enroll a contact in a Marketo Static List or Smart Campaign, for example, add known contacts from accounts surging with intent filtered by job title to a Marketing email drip.
• See Marketo activities for a specific Account under Journey Events.
• Let your sales reps view Marketo activities for a specific account directly in CRM with the Sales Insights Widget for Salesforce or the Sales Insights Widget for HubSpot.

Who can access

To use the Marketo integration you must have:

• A Marketo paid plan
• Any paid subscription package

To find your current package, log in to AdRoll ABM and navigate to Settings > Billing > Plans & Usage.

Data Sync

The data sync between the AdRoll ABM platform and Marketo occurs daily at 12:00 am UTC. New lists created in Marketo will be available for import to the AdRoll ABM platform after this sync.

Connect Marketo to AdRoll ABM

Follow the steps below to connect your Marketo account to the AdRoll ABM platform to set up this integration. 

Step 1: Create a new Role in Marketo

To complete these steps in Marketo you must have administrator-level access:

• Login to Marketo and navigate to Admin > Security > Users and Roles.
• Click the Roles tab and then click New Role
• Enter the required fields under the Create New Role window
  •  
    • Role Name = AdRoll API
    • Description = AdRoll Integration
• Under Permissions click + Access API to expand and select:
  
  •  
    • Read-Only Assets
    • Read-Only Person
    • Read-Write Activity
    • Read-Write Activity Metadata
    • Read-only Campaigns
    • Execute Campaign
    • Read-Write Person
• Click Create

Step 2: Create a new User in Marketo

To complete these steps in Marketo you must have administrator-level access:

• Log in to Marketo and navigate to Admin > Security > Users and Roles.

• Click Invite New User to create a new user.
• Enter the required fields under the Invite New User window and click Next.
  •  
    • 'Email' = Enter a unique email like api@yourcompany.com
    • 'Name' = AdRoll
    • 'Last Name' = API
• Select Roles = AdRoll API check the box API Only and click Next.
• Click Send.

Step 3: Create a new LaunchPoint Service

To complete these steps in Marketo you must have administrator-level access:

• Log in to Marketo and navigate to Admin > Integration > Launchpoint.
• Click New > New Service.

• Enter the required fields under the New Service window
  •  
    • Display Name = AdRoll API
    • Service = Custom
    • Description = Audience and Field Sync to AdRoll
    • API Only User = api@yourcompany.com (select the email address you created in the previous Step 2)
• Click Create.

Step 4: Connect Marketo to AdRoll ABM

• In AdRoll ABM, navigate to Integrations > Marketo and click the Marketo card.

• Click Connect with Marketo
  
• Copy and paste the following 3 values from your Marketo account: 
  • Marketo REST API Endpoint (not SOAP) - Click here to find it in Marketo
  • Marketo Client ID - Click here to find it in Marketo
  • Marketo Secret Key - Click here to find it Marketo
• Mark the checkbox Marketo Data Sync Settings.
• Click Connect.
  

Troubleshooting

After connecting your Marketo account to the AdRoll ABM platform you can confirm that it is set up correctly by following these steps:

• Wait 24 hours after setting up the integration.
• Log in to Marketo and navigate to Admin > Integration > Web Service.
  
• Scroll down to API Call Information > Requests in the Last 7 Days and click the number on the right.
• Your Marketo integration will be listed under api@yourcompany.com, if there are numbers below each date, the integration is working as expected.
  

If your Marketo integration is not listed or if all the results are zero:

• Wait at least 24 hours since you completed the integration. Marketo data syncs daily at 12am UTC.
• Confirm that you follow all the steps outlined in this guide to complete the integration setup.
• Confirm that the API User and Role configured in Marketo have the correct permissions assigned. Click here to learn more about this step.
• Confirm that you enabled Share AdRoll ABM data with Marketo.
• Confirm that your account Settings are set up to collect emails from your website to allow pixel to collect email addresses entered on your website that we match against cookies to report daily tracking data activities in Marketo. Learn how in this article.

Import Marketo Static Lists to AdRoll ABM

Click here to learn how to import Marketo Static Contact Lists to the AdRoll ABM platform.

Import Marketo Smart Lists to AdRoll ABM

Click here to learn how to import Marketo Smart Contact Lists to the AdRoll ABM platform.

Create Account Lists and Groups

You can create your own Account Lists and Account Groups using Marketo Activity data such as (i.e. Click Email, Click Link, Open Email, etc) from your own Marketo instance. 

Your own Marketo Account Activity attributes will be available and searchable. The screenshot below displays only a few of the activities available:

You can select a Marketo Activity and build the logic that will define what Accounts are added to your Account Lists and Account Groups, as an example:

Learn more about how to build Account Lists and Groups using the Account List Builder here.

Customize Journey Stages

Now that you have connected your Marketo account to the AdRoll ABM platform, you can use Marketo Activities to customize Journey Stages. We recommend that you create a Sales Ready stage based on your own definition of SQL. Click here to learn how to customize Journey Stages.

Marketo Integration FAQ

What is the minimum number of emails needed to launch a contact targeting campaign?

For optimal performance, we recommend that your Marketo-synced contact lists contain at least 1,000 unique email addresses. While you can run a campaign with just 100 unique emails, this small audience may not achieve the best reach and ad performance.

Why does the contact list size in AdRoll ABM differ from Marketo? 

The contact list in the AdRoll ABM platform has undergone email validation. If your Marketo Contact List contains invalid emails, such as unrecognized formats, we will not import those contacts, resulting in a smaller list compared to Marketo.