Marketo setup for Data Activation

The Data Activation connector for Marketo enables you to integrate your first-party data with Marketo's leading marketing automation platform, unlocking advanced capabilities for targeted engagement and seamless cross-channel campaigns.

This server-to-server connection allows you to add a profile using the Marketo ID to a specified Smart Campaign. For this implementation, only the Marketo ID is sent to the selected Smart Campaign. Marketo IDs need to be generated by the Marketo Admin and supplied for import, mapped to either a Data Activation ID or other main identifier. Alternatively, this ID can be stored as a website dataLayer property.

Here's how the integration adds value:

• Personalized campaigns at scale: Use enriched customer data to create highly relevant, segmented marketing campaigns in Marketo, ensuring personalized communication for each audience.

• Real-time audience activation: Automatically sync customer data and behavioral signals in real time, enabling dynamic updates to campaigns and improving responsiveness to customer interactions.

• Enhanced lead scoring and nurturing: Boost Marketo's lead scoring models by incorporating actionable insights, helping you prioritize and nurture leads more effectively.

• Cross-channel consistency: Align your messaging across email, web, social, and other touchpoints, delivering a cohesive customer experience.

• Data-driven decisions: Utilize data intelligence to refine segmentation, monitor campaign performance, and adjust strategies for maximum impact in Marketo.

Destination connector overview

Before you begin

Before configuring the Marketo connector, the following requirements must be met:

• An active Marketo account

• A Marketo admin user with permissions to Users & Roles, to create an API user

• The following API user credentials:

  • Authentication endpoint: Used to send the authentication request and retrieve a time-limited access token

  • Data endpoint: Used to call REST services like adding a profile to a Smart Campaign

  • Client ID: Used with Client Secret to generate a time-limited access token

  • Client Secret: Used with Client ID for authentication

Create API user in Marketo

1. Navigate to Admin menu → Users & Roles.

2. Click Roles → New Roles to create an API role.

3. Create a new role by capturing a role name and checking the permissions for Leads.

4. Navigate back to Users → Invite New User to create an API user.

5. Create a new user by capturing the user details and selecting the access expiry time. To have the access never expire, set this value to Never.

6. Select the API role you created earlier and check the API Only option.

7. Complete the user creation by clicking Send.

Create REST service in Marketo

1. Navigate to Admin menu → LaunchPoint.

2. Click New → New Service to create a REST service.

3. Fill in the new service form, selecting the Service type as Custom and selecting the API user you created earlier for the API Only User field.

Instructions

Step 1: Configure destination

1. On the Data Activation platform, select Connectors in the left-side navigation bar.

2. Select Server to Server and click New Connector.

3. Select Marketo

Note

The partner number for this connector is fixed to 24.

Fill in the following details:

• Name: Display name of the partner Server to server integration, used throughout the Data Activation system

• Client ID: Client ID set up for the Marketo REST service

• Client secret: Client secret set up for the Marketo REST service

• Auth endpoint: Endpoint used for authentication

• Data endpoint: Endpoint used to query data from and send data to Marketo API

Finding your credentials:

• Client ID and Client Secret: Found in Admin → Integration → LaunchPoint → Your REST API service → View Details

• Auth and Data endpoints: Found in Admin → Web Services → Rest API Info. Use the identity endpoint as the auth endpoint, and the rest endpoint as the data endpoint.

Step 2: Add the destination connector to an audience or journey

Once the connector is configured, create an audience and add the Marketo connector. Select a Smart Campaign from the dropdown list and save.

Error handling

For the Marketo connector, we report Marketo-specific error codes.

Error documentation can be found in the Marketo API documentation.