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 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'
• 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'

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 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'
• In the window '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 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:

• Ensure your RollWorks account is connected to Marketo.
• 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.

Once connected, follow the instructions below to sync over your static contact lists:

• Log in to RollWorks and go to 'Integrations'> 'Marketo'

• Click 'Import Lists'

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

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.
• 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

• Log in to Marketo
• Find the 'Smart List' that you want to import to RollWorks or Create a new 'Smart List'
• Create a new 'Static List'
• Create a new 'Smart Campaign' to sync your 'Smart List' with your 'Static List'
• Create Advanced Smart List Logic as follows (1 and 2) or (3 and 4) 
  • 1. Member of Smart List -> Lead: [in] [Static List]
    2. Member of List (Static) -> Lead: [not in] [Smart List]
    3. Member of List (Static) -> Lead: [in] [Smart List]
    4. Member of Smart List -> Lead: [not in] [Static List]

• Add three flow steps to your Smart Campaign:
  • 1. Add to List: Add contacts to the Static List if they are in the Smart List
    2. Wait: Add a 3-minute wait as a buffer
    3. Remove from List: Remove contacts from the Static List if they are not on the Smart List

• Schedule the batch Smart Campaign to run daily at 11:00 pm UTC (one hour before the Marketo data syncs to RollWorks at 12:00 am UTC).

Step 2. Import your Marketo Static List to RollWorks

• Log in to RollWorks and navigate to 'Integrations'> 'Marketo'

• Click 'Import Lists'

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

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.

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'

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:

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:

FAQ

What is the minimum amount of emails required to run a CRM-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 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)