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:

• Target known Marketo contact with hyper-personalized ad campaigns tailored to their 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.
• Customize Journey Stages using Marketo Activities as your data source.
• See Marketo activities for a specific Account under RollWorks' Journey Events
• See Marketo activities for a specific account directly in your CRM using the Sales Insights widget for Salesforce or the Sales Insights widget for HubSpot.
• See RollWorks engagement data directly in Marketo.
• 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 paid RollWorks subscription package

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.
• 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

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 the email address you created in the previous Step 2)
• Click Create.

Step 4: Add your Marketo account to the RollWorks platform

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

• Click Connect with 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 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 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 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:

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 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.