Marketo

Marketo is a marketing automation platform used by B2B and B2C companies to manage and deliver personalized multi-channel programs and campaigns to prospects and customers.

You can configure Marketo as a Target in Activate to curate raw user data from your data warehouse, creating programs and focused campaigns for different marketing activities, from lead generation to measuring marketing ROI, across multiple channels.

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Prerequisites

• An active Marketo account. Read Setup Steps if you need help creating your Marketo account.

• An Admin user in your Marketo account.

• A Prime or Select subscription to access custom objects and activities.

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Configuring Marketo as a Target

Perform the following steps to configure Marketo as the Target in your Activation:

1. Click Activate in the Navigation Bar.

2. Do one of the following:

   • Select the TARGETS tab in the Targets List View, and click + CREATE TARGET.

     

   • Select the ACTIVATIONS tab in the Activations List View, and click + CREATE ACTIVATION.

     

     1. In the Select Warehouse page, select your Activate Warehouse or click + ADD WAREHOUSE to add a new warehouse. Read Activate Warehouses to configure the selected Warehouse type.

     2. In the Select a Target page, click + ADD TARGET.

        

3. In the Select a Target Type page, click on Marketo.

   

4. In the Configure your Marketo Target page, specify the following:

   

   • Target Name: A unique name for your Target.

   • Client ID: The ID generated by your custom service.

   • Client Secret: The secret key generated by your custom service.

   • Sub Domain: Your Marketo sub-domain. Extract this from the base URL, which Hevo uses to make all the API calls. For example, if the base URL is https://064-CCO-728.mktorest.com/rest, then your sub-domain is 064-CCO-728.

5. Click TEST & CONTINUE.

   You can view the new Target in the Targets List View. If you are creating an Activation, you return to the Select Data to Synchronize page. To finish creating the Activation, you must map the Warehouse fields to the Target fields. Refer to section, Mapping Fields in Marketo.

   

Note: If you have enabled IP restrictions in your Marketo account, you must either whitelist Hevo’s IP addresses for your region or disable IP restrictions to allow Hevo to make API calls.

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Mapping Fields in Marketo

Once you provide the SQL query to synchronize data with your Marketo object, you need to map the query fields in the Field Mapping page. Read Map Warehouse fields to Target fields for the steps to do this.

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Retrieving the Client ID and Secret

To access the data in your Marketo account, Hevo automatically generates an access token using your Client ID and Client Secret.

Perform the following steps to retrieve the Client ID and Secret:

1. Log in to your Marketo account.

2. In the top navigation bar, click on Admin.

   

3. In the Admin page, click on LaunchPoint.

   

4. In the Installed Services page, click on View Details of your service.

   

5. Retrieve the Client Id and Client Secret.

   

Read Marketo documentation to know more about the process.

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Retrieving the Base URL

As part of configuring Marketo as a Target, you need to provide a sub-domain.

To retrieve this:

1. Log in to your Marketo account.

2. In the top navigation bar, click on Admin.

   

3. In the Admin page, click on Web Services.

   

4. In the Web Services page, scroll to the REST API section, and copy the Endpoint.

   

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Whitelisting Hevo’s IP addresses

To enable Hevo to access your Marketo data, you must whitelist the Hevo IP addresses for your region:

1. Log in to your Marketo account

2. From the top navigation bar, click on Admin.

   

3. In the Admin page, click on Login Settings.

   

4. In the Login Settings page, scroll to the IP Restrictions section, and click EDIT.

   

5. In the Edit Login IP Restrictions pop-up window, add the Hevo IP addresses for your region and click SAVE.

   

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Data Replication

Activate allows data synchronization for all the supported standard Marketo objects using one of these behaviors:

• Insert New and Update Existing Records (Upsert).

• Update Existing Records (Update).

• Add New Records (Insert).

Data is synchronized with all the supported Marketo objects using the Batch API endpoints, which allow the update, delete, insert and create operations on up to 300 object records in a single call. If the number of records is less than 300, the operation is completed in a single call. Read Synchronization Behaviors.

Activate synchronizes data from the Warehouse with the supported Marketo objects using these unique identifiers:

Unique Identifiers	Description
email	The email address of the user.
externalCompanyId	A unique identifier used to associate the Company object records with records from another system.
externalOpportunityId	A unique identifier used to associate the Opportunities object records with records from another system.
externalSalesPersonId	A unique identifier used to associate the Sales Person object records with records from another system.
name	The name of the account.

To synchronize data with all the standard Marketo objects, you can use their respective unique identifiers. Refer to section, Data Model for the unique identifiers of each supported object.

Refer to section, Handling Custom Objects and Activities to know how Activate handles synchronizing data with them.

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Data Model

The following table lists the standard and custom objects supported by Activate and their unique identifiers:

Object	Unique Identifier	Composite Identifier	Description
Standard
Leads	- email	NA	Provides details of all prospective customers who show a willingness to make a purchase.
Companies	- externalCompanyId	NA	Provides details of the organization to which the lead belongs. A lead can be associated only with one company at a time. Companies appear on Marketo only after leads have been added or associated with them.
Named Accounts	- name	NA	Provides details of all the leads and contacts from the companies that your team wants to target within Marketo.
Opportunities	- externalOpportunityId	NA	Provides details of all opportunities associated with a lead, which is marked as a potential future sale.
Opportunity Roles	NA	- externalOpportunityId - leadId - role	Provides details of the intermediate object that links opportunities to leads and contacts. An opportunity can be linked to many leads via an Opportunity Role object.
Sales Persons	- externalSalesPersonId	NA	Provides details of all the salespeople who are owners of the leads.
Custom
Custom Objects	The de-dupe field(s) specified while creating the custom object.	All the de-dupe fields if more than one is specified.	Provides details of all the custom objects created in your Marketo account. Custom objects track metrics specific to your business requirements and are related to Marketo’s standard or other custom objects.
Custom Activities	NA	- leadId - activityDate - The primary field specified while creating the custom activity. Note: In the case of custom activities, there are no identifiers, only mandatory fields.	Provides details of all the custom activities created in your Marketo account. Custom activities help you track an activity that is specific to an action taken by the lead, contact, or company. For example, when someone attends a webinar.

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Handling Custom Objects and Activities

Activate supports synchronizing data with Custom Objects and Activities that you created and approved in your Marketo account from the Marketo UI.

Custom objects

To synchronize data with a custom object, Activate uses the de-dupe fields that you specified while creating the object. You can specify up to three de-dupe fields. Read Create Marketo Custom Objects.

Activate supports the Upsert, Update and Insert sync behaviors to synchronize data. Read Synchronization Behaviors.

While creating an Activation, in the Field Mapping page, you must map all the de-dupe fields to compatible query fields. Read Map Warehouse fields to Target fields.

Custom activities

In the case of custom activities, you must map the attribute specified as a primary field, the leadId, and the activityDate to compatible query fields for Activate to synchronize data. A custom activity can have only one attribute defined as the primary field. Read Create a Custom Activity.

As custom activities track past events whose details cannot change, Activate supports only the Insert sync behavior.

Custom object or activity as the Target object

You can select any approved custom object or activity from the Target object drop-down while creating an Activation. Hevo lists the custom objects under the CUSTOM OBJECT label, and the custom activities under the CUSTOM ACTIVITIES label by their Display Names. The Display Names are the ones you assigned to the object or activity during creation. For example, if you create a custom activity and specify the Display Name as Purchases Product, the custom activity will be listed as Purchases Product in the Target object drop-down.

Any modifications that you make to an already created custom object or activity from the Marketo UI automatically put them in the Draft stage. You need to approve the changes for them to be visible in the Target object. Read the Marketo documentation to understand how to approve a custom object or custom activity.

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Target Considerations

• To restrict users from accessing your Marketo data based on their IP addresses, you can enable IP restrictions. This feature is available only for direct logins at login.marketo.com and not single sign-on logins.

• Marketo imposes strict API limits on the connecting applications to ensure fair usage. Some of these include:

  • Rate Limit: A maximum of 100 API calls per 20 seconds per instance.

  • Concurrency Limit: Maximum of 10 concurrent API calls.

  • Daily Quota: Up to 50,000 API calls per day for paid subscriptions (quota resets daily at midnight CST). You can increase your daily quota through your account manager.

  As Activate uses Marketo’s public APIs to synchronize data with the supported Marketo objects, it is subject to the restrictions imposed by Marketo on its API usage. Read Marketo API limits.

• You can create up to 10 Custom Object Types and Custom Activities in your Marketo account. Each custom object type can have a maximum of 50 fields and, each custom activity can have up to 20 attributes.

• Marketo does not allow Activate to synchronize data with the Company, Opportunity, Opportunities Role, and Sales Person objects if you have enabled native CRM sync to Salesforce or Microsoft Dynamics.

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Limitations

• Hevo synchronizes data with the Target objects using REST APIs.

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