Table of Contents

How To Connect: Marketo

Nic Zangre Updated by Nic Zangre

Why Connect Marketo?

There are many great reasons to have CaliberMind connect to Marketo. The most common use case is giving CaliberMind the ability to ingest historical activity data such as page visits, UTMs, and form submissions for better scoring and attribution. Additional notable use cases when an additional connection between Marketo and CaliberMind is advisable:

  • You only store a subset of Contact data in Marketo to avoid additional fees, but still want to incorporate associated data for engagement scoring
  • You only store a subset of Contact data in Salesforce to avoid additional fees, but still want to incorporate associated data for engagement scoring
  • You have segmentation in Marketo that can't be replicated in CaliberMind without a connection to Marketo
  • You want to push segments (such as target accounts for Account-Based Marketing based on CaliberMind engagement data) from CaliberMind into Marketo
  • You want to incorporate "disengagement" data (like unsubscribes) in your engagement scoring model
  • You want to see all marketing email-related activity in your CaliberMind account history timelines
  • You want to store a history of all marketing activities while you are evaluating new vendors (to prevent data loss)

Which Tables Sync to CaliberMind?

  • Campaigns
  • Programs
  • Leads
  • Merged Leads
  • Activity - Click Email
  • Activity - Email Bounced
  • Activity - Fill out Form
  • Activity - Interesting Moment
  • Activity - Unsubscribe
  • (Email sends and Custom Activities upon request)

The activity tables are very useful if you want to incorporate positive and negative interactions only stored in Marketo (like unsubscribes, email bounces, and clicks) into your engagement model. We recommend this as a best practice.

Setting Up Marketo

Pre-setup checklist:

  • Verify the SOAP, BULK, and REST APIs are enabled.
  • Verify sufficient API Limits (we won't use more than the allotted below by default). We recommend that Marketo databases with over 100k contacts increase their limits to prevent a significant processing delay.
    • At least 400MB/day of Bulk Processing (sometimes much more depending on data size)
    • At least 40,000/day in SOAP API calls (sometimes much more depending on data size)
  • Ask your Marketo Administrator to create an "API ONLY" user for CaliberMind. This user will need to have a CLIENT ID and CLIENT SECRET. You'll also need your MUNCHKIN ID.
  • Finally, you'll need information about the SOAP API: Endpoint, UserID, Encryption Key

(see below for more detailed information and steps)

Setup Steps:

  1. Before setting up the integration you'll need to take a few steps in Marketo:
    1. Find API endpoint and identity parameters
      1. Log in to your Marketo account.
      2. Go to the Admin tab.
      Click on the Admin Tab from Your Marketo Account
      1. On the Admin page, click Web Services.
        On the Admin Page, Click Web Services
      2. Make a note of the Endpoint and Identity values from the REST API section. You will need them to complete the connection below.
        copy-params
      3. Make a note of the Endpoint, User ID, and Encryption Key values from the SOAP API section. You will need them to complete the connection below.
    2. Find client id and client secret:
      1. Go back to the Admin tab and then click LaunchPoint.
        click-launchpoint
  2. Select your custom service and then click View Details.
  3. Make a note of the Client Id and Client Secret parameters. You will need them to configure Fivetran.
    copy-client-params

NOTE: If you have not configured a REST service, read Marketo's instructions to create a Custom Service.

  1. Set role permissions. See Marketo's role permissions documentation to learn how.

NOTE: If you don't have sufficient permissions for the endpoints you're using, you will get an error during connector setup. See Marketo's API endpoint documentation to know more about the permissions.

  1. Log into CaliberMind at https://my.calibermind.com/
  2. Go to Settings >> Connections >> Create Pull Connector >> Marketo:
  3. You will need the following information to complete the configuration
    1. In the connector setup form, enter the Destination schema name of your choice.
    2. In the REST API Endpoint field, enter the endpoint value you found in Step 1.
    3. In the REST API Identity field, enter the identity value you found in Step 1.
    4. Enter the REST API Call Limit.
    5. In the SOAP User ID field, enter the User ID you found in Step 1.
    6. In the SOAP API Encryption Key field, enter the value you found in Step 1.
    7. In the SOAP API Endpoint field, enter the value you found in Step 1.
    8. Enter the Client Id you found in Step 2.
    9. Enter the Client Secret you found in Step 2.
  4. Click SUPPORTS UPDATEDAT IN BULK EXPORT?, to check whether your Marketo subscription supports the updatedAt filter for BULK exports.
NOTE: We recommend you to enable the updatedAt filter for your subscription.

Your work here is done! Nice job.

Remember: Backfilled data may take several days to become available depending on your Marketo API limits.

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