Marketo Integration Guide

What is the Marketo Integration?

The Marketo Integration for RollWorks connects your Marketo account to the RollWorks platform and syncs data bidirectionally to power your Account-Based strategy. With this integration you will be able to:

• Target Marketo contact lists with hyper-personalized ad campaigns tailored to role, sales stage, company, or any other audiences you’ve built in Marketo.
• See RollWorks activities directly in Marketo.
• Build Marketo Smart Lists from RollWorks engagement.
• Engage known and unknown decision-makers.
• Reach known Marketo audiences with display and social ads, even if they never open an email. 
• Influence members of the buying committee you don’t have email addresses for, thanks to the proprietary data and machine learning power of RollWorks.
• Show off your impact directly in Marketo. Align teams in real-time around which accounts are engaging and which campaigns are driving the most pipeline and revenue.

Who is eligible to access the Marketo Integration?

To use the Marketo integration you must have:

• A Marketo paid plan
• Any RollWorks account (Free, Starter, Standard, Professional, or Ultimate)

To find out what subscription package you have, login to the RollWorks platform and visit the Plan and Usage page under Settings.

How do I connect my Marketo account to RollWorks?

Follow the steps below to connect your Marketo account to RollWorks to set up this integration. For additional assistance, this Marketo Integration Video Guide walks you through the same steps documented below.

Step 1: Create a new Role 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 the 'Roles' tab and then click 'New Role' 
• Enter the required fields under the 'Create New Role' window
  • • 'Role Name' = RollWorks API
    • 'Description' = RollWorks Integration
• Under 'Permissions' click '+ Access API' to expand and select:
  • • 'Read-Only Person'
    • 'Read-Write Activity'
    • 'Read-Write Activity Metadata'
• 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 RollworksAPI@yourcompany.com
    • 'Name' = RollWorks
    • 'Last Name' = API
• Select 'Roles' = 'RollWorks 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' = RollWorks API
    • 'Service' = Custom
    • 'Description' = Audience and Field Sync to RollWorks
    • 'API Only User' = RollWorksAPI@yourcompany.com (select email address you created in the previous Step 2)
• Click ‘Create’

Step 5: Add your Marketo account to the RollWorks platform

• In the RollWorks Platform navigate to 'Settings' > 'Integrations' > 'Marketo'
• Click 'Connect with Marketo'
  
  

• In the window 'Connect with Marketo' check the box 'Allow RollWorks to export data to Marketo'
• Copy and paste the following 3 values from your Marketo account to RollWorks 
  • 'Marketo REST API Endpoint (not SOAP)' - Click here to find it
  • 'Marketo Client ID' - Click here to find it
  • 'Marketo Secret Key' - Click here to find it
• Click ‘Connect’
  

How do I find my Marketo REST API Endpoint?

• Log in to Marketo and navigate to 'Admin' > 'Integration' > 'Web Services'
• Scroll down to the 'REST API' section and copy the 'Endpoint' address
• Copy and paste the 'REST API Endpoint' from Marketo to RollWorks

How do I find my Marketo Client ID and Marketo Secret Key?

• Log in to Marketo and navigate to 'Admin' > 'Integration' > 'LaunchPoint'
• Under 'Installed Services' find the 'RollWorks API' and click 'View Details'

• Copy and paste the 'Client ID' and 'Client Secret' from Marketo to RollWorks

How can I troubleshoot my Marketo integration?

After connecting your Marketo account to RollWorks 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 rollworksapi@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 12:00am 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 RollWorks data with Marketo.
• Confirm that your RollWorks Settings are set up to collect emails from your website to allow RollWorks 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 Help Center article.

How can I sync contact lists from Marketo to RollWorks?

Before you start it is important to know the following requirements:

• A contact list must contain a minimum of 100 emails for you to run a campaign in RollWorks.
• RollWorks can import Static Lists from Marketo and sync them daily.
• If you have Smart Lists in Marketo that you wish to import in RollWorks, you'll need to run a batch Smart Campaign to create a Static List from a Smart List and keep them synced on a regular cadence. Click here for a step-by-step guide to import Marketo Smart Lists to RollWorks.

To sync over your Marketo Static Contact Lists over to RollWorks, you must first ensure that your Marketo account is connected to the RollWorks Platform following these steps.

Once connected, follow these steps to sync over your static contact lists:

• Sign in to RollWorks and go to 'Settings' > 'Integrations'> 'Marketo'
• Click 'Import Lists'
• Select the Marketo lists you wish to import to RollWorks and click on 'Done'

How do I find my imported contact lists from Marketo in the RollWorks platform?

Sign in to RollWorks and go to 'Identify' > 'Ad Audiences' > 'Connected Audiences'

Your imported contact lists in RollWorks will be listed under 'Synced Audiences' and will automatically be named ending with 'Marketo' so that you can easily identify them.

When will my Marketo contact lists be available in RollWorks? 

The data sync between RollWorks and Marketo is scheduled daily at 12:00am UTC, any new lists created in Marketo will be available in RollWorks after this daily sync.

Additionally, please note that once your lists are synced to RollWorks successfully, you need to allow up to 72 hours for RollWorks to complete the cookie matching process before that list will be available to use in your campaigns.

You will know your contact list is ready to run campaigns when the status in your RollWorks account changes from 'Waiting for Matches' to 'Ready to Use'.

What is the minimum amount of emails required to run a CRM-based contact targeting campaign?

Your contact list must contain a minimum of 100 emails for you to run a campaign in RollWorks.