Marketo Integration: Initial Installation 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:

 

Who can access

To use the Marketo integration you must have:

  • A Marketo paid plan
  • Any paid RollWorks subscription package
Your Package Marketo Integration
Standard Advertising Included
Advanced Advertising 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.

 

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
      • 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:

  • 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

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

 

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 Service7.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 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 12:00 am UTC, any new lists created in Marketo will appear as available to be imported to RollWorks after this daily sync.

 

Import Marketo Static Lists to RollWorks

Click here to learn how to import Marketo Static Contact Lists to RollWorks.

 

Import Marketo Smart Lists to RollWorks

Click here to learn how to import Marketo Smart Contact Lists to RollWorks.

 

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 RollWorks 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 amount of emails required to run a Marketo-based contact targeting campaign?

We strongly suggest that your contact lists synced from Marketo have at least 1,000 unique email addresses for optimal performance. Even though you may be able to run a contact-targeting campaign with 100 unique emails that match a cookie this audience is too small to yield optimal
reach and ad performance.

 

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

The contact list size that surfaces in RollWorks has passed an email validation process. It’s possible that your Marketo Contact List has some invalid emails, for example, an email format not recognized, in that event RollWorks will not ingest the contact and the resulting imported contact list size in RollWorks will be smaller than the source contact list in Marketo.

 

 

 

 

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