Marketo Integration: Initial Installation Guide

What is the Marketo Integration

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

 

Who can access

To use the Marketo integration you must have:

  • A Marketo paid plan
  • Any paid subscription package
Your Package Marketo Integration
Account Based Advertising Included
Account Based Marketing + Advertising Included
Account Based Marketing Included
Starter (Legacy) Included
Standard (Legacy) Included
Professional (Legacy) Included
Ultimate (Legacy) Included
Free Tier Limited to importing contact lists from Marketo

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

 

Data Sync

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

 

Connect Marketo to the platform

Follow the steps below to connect your Marketo account to the platform to set up this integration. For additional assistance, this video 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:

  • Login 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
      • Read-only Campaigns
      • Execute Campaign
      • Read-Write Person
  • 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:

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:

  • Login 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 platform

  • In the Platform navigate to Integrations > Marketo and click the Marketo card.

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

Screen Shot 2021-12-20 at 3.42.54 PM.png

 

Troubleshooting

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

  • Wait 24 hours after setting up the integration.
  • Login 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 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 RollWorks 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 the platform

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

 

Import Marketo Smart Lists to the platform

Click here to learn how to import Marketo Smart Contact Lists to the 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:

Screen Shot 2022-07-26 at 9.43.11 AM.png

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

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

 

Customize Journey Stages

Now that you have connected your Marketo account to the 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.

Screenshot 2025-04-23 at 10.00.33 AM.png

 

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 the platform differ from Marketo? 

The contact list in the 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.

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