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.
  • Use the Account List Builder to create your own Account Lists and Account Groups based on Marketo Activity data combined with data from RollWorks, your own CRM, and your own G2 Intent.
  • Engage known Marketo audiences with Web and Social ads, even if they never open an email. 
  • See RollWorks activities directly in Marketo.
  • See Marketo activities for a specific Account directly in RollWorks' Journey Events.
  • Build Marketo Smart Lists using RollWorks engagement data.
  • 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 can access

To use the Marketo integration you must have:

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

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

 

Connect Marketo 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'Screen_Shot_2021-10-26_at_12.04.59_PM.png
  • 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 Assets'
      • 'Read-Only Person'
      • 'Read-Write Activity'
      • 'Read-Write Activity Metadata'
  • Click 'Create'

Screen Recording 2021-11-29 at 04.31.37 PM.gif

 

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'Screen_Shot_2021-10-26_at_12.04.59_PM.png
  • Click 'Invite New User' to create a new user
  • Enter the required fields under the 'Invite New User' window and click 'Next'
  • Select 'Roles' = 'RollWorks API' check the box 'API Only' and click 'Next'
  • Click 'Send'gif3.gif

 

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'

Screen Shot 2022-04-12 at 2.35.10 PM.png

  • Enter the required fields under the 'New Service' window
  • Click ‘Create’

Screen Shot 2022-04-12 at 2.36.01 PM.png

 

Step 4: Add your Marketo account to the RollWorks platform

Screen Shot 2022-04-12 at 2.42.23 PM.png

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Troubleshooting

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'7.png
  • 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.

Marketo_validation_2.gif

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 9am 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.

 

Data Sync

The data sync between RollWorks and Marketo is scheduled daily at 9:00 am UTC, any new lists created in Marketo will appear as available to be imported to RollWorks after this daily sync.

 

Import Static Contact Lists

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 at 12:00am UTC.
  • 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 the instructions below to sync over your static contact lists:

Screen Shot 2021-12-20 at 3.38.47 PM.png

  • Click 'Import Lists'

Screen Shot 2021-12-20 at 3.51.12 PM.png

  • Select the Marketo lists you wish to import to RollWorks and click on 'Done'9.png

 

Import Smart Contact Lists

Before you start:

  • Technically, RollWorks can only import Static Lists from Marketo. However, if you want to import Smart Lists from Marketo, this guide will provide additional steps you can take to convert your Marketo Smart Lists into Static Lists that can be imported to RollWorks: to accomplish this you run a batch Smart Campaign in Marketo that will sync your Smart List into a Static List on a regular cadence. 
  • A contact list must contain a minimum of 100 emails for you to run a campaign in RollWorks.
  • The Marketo Integration data sync is scheduled daily at 12:00am UTC.

 

Step 1. Configure your 'Smart List', 'Static List', and 'batch Smart Campaign' in Marketo

static3.png

static4.png

 

Step 2. Import your Marketo Static List to RollWorks

Screen Shot 2021-12-20 at 3.38.47 PM.png

  • Click 'Import Lists'

Screen Shot 2021-12-20 at 3.51.12 PM.png

  • Select the Marketo Static lists you wish to import to RollWorks and click on 'Done'

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Find Imported Contact Lists 

Log in to RollWorks and go to 'Audiences' > 'Contact 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.

mceclip0.png

 

The data sync between RollWorks and Marketo is scheduled daily at 9:00 am UTC, any new lists created in Marketo will appear as available to be imported to RollWorks after this daily sync.

After importing a list, RollWorks will complete the cookie matching process, which can take up to 72 hours. You cannot use imported Contact Lists in your Ad Campaigns until this cookie matching process is complete.

To confirm if a Contact List is ready to be used in Ad Campaigns login to RollWorks, navigate to 'Audiences' > 'Contact Audiences' and search your contact list name under 'Synced Audiences'

 

Synced Audience Status Description
Waiting for matches You have successfully imported this list and Rollworks is matching your contact email addresses to use browser cookies. This process can take up to 72 hours.
Ready to use The cookie matching process has been completed and your Contact List is ready to be used in an Ad Campaign.
Audience too Small The imported contact list has less than 100 email addresses and cannot be used in RollWorks Ad Campaigns
Audience no longer Syncing RollWorks is unable to update your imported contact list from Marketo, either because this list has been deleted from Marketo or has changed.

 

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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. 

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

 

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

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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:

Screen Shot 2022-06-29 at 3.04.20 PM.png

 

FAQ

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.

 

Why is the contact list size in RollWorks different than the list size in Marketo? 

The list size surfaced in RollWorks is after email validation.  It’s possible a Marketo Contact List has invalid emails (e.g., not a recognized email format) which RollWorks skips ingesting.

 

Watch Video Lessons

🎥.  Connecting Marketo with the RollWorks platform (6min)

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