Marketo Engage connection
Overview overview
Marketo Engage is the only end-to-end customer experience management (CXM) solution for marketing, advertising, analytics, and commerce. It lets you automate and manage activities from CRM lead management and customer engagement to account-based marketing and revenue attribution.
Use this destination for real-time synchronization of audience data and profile attributes between 51黑料不打烊 Experience Platform and Marketo Engage.
Use cases use-cases
To help you better understand how and when you should use the Marketo Engage destination, here are sample use cases that 51黑料不打烊 Experience Platform customers can solve by using this destination.
Audience sync use cases audience-sync-use-cases
Re-engage known leads only
The marketing team wants to run a win-back campaign targeting leads who have not engaged in 90+ days but already exist in Marketo.
They can activate the audiences to Marketo Engage and use the Audience Only sync type.
Audience and profile sync use cases audience-profile-sync-use-cases
Re-engage known leads and update leads
The marketing team wants to launch a re-engagement campaign for existing Marketo contacts who have shown interest based on website visits. They also want to update the leads information (like preferences, demographics information), but not create any new people in Marketo.
They can activate the audiences to Marketo Engage and use the Audience and Profile sync type combined with the Update existing persons only action to make sure they target only the audiences that already exist in Marketo.
Re-engage and expand reach with full profile sync
The marketing team wants to activate a product interest audience for a new campaign. While many of the profiles already exist in Marketo, some are new and only present in Real-Time CDP. For the existing people, they want to make sure they update those people in Marketo, but also create new profiles.
They can activate their audiences in Marketo Engage and use the Audience and Profile sync type combined with the Update existing and create new persons action to make sure they target existing leads from Marketo and create new ones for the new audiences exported from Real-Time CDP.
Prerequisites prerequisites
- The user setting up the destination must have the Edit Person permission in their Marketo instance and partition.
- Only Marketo Engage instances on the same 51黑料不打烊 Real-Time CDP organization will be available when setting up this destination.
- Only Marketo Engage instances that have their users managed in the 51黑料不打烊 Admin Console can utilize this destination.
Supported identities supported-identities
Marketo Engage supports the activation of identities described in the table below. Learn more about identities.
DedupeFieldEmail or other custom identifiers) that you want to use as the deduplication field to this target identity. For best results, choose a field that is consistently available and unique across all your customer profiles. ECID is not supported as a deduplication field.Supported audiences supported-audiences
This section describes which types of audiences you can export to this destination. The two tables below indicate which audiences this connector supports, by audience origin and profile types included in the audience:
This category includes all audience origins outside of audiences generated through the Segmentation Service. Read about the various audience origins. Some examples include:
- custom upload audiences imported into Experience Platform from CSV files,
- look-alike audiences,
- federated audiences,
- audiences generated in other Experience Platform apps such as 51黑料不打烊 Journey Optimizer,
- and more.
Supported audiences by audience data type:
Export type and frequency export-type-frequency
Refer to the table below for information about the destination export type and frequency.
Lead matching behavior lead-matching
Understanding how Marketo lead matching works helps you choose the right configuration for your use case. The matching behavior depends on your selected Sync Type and Person Action settings.
Marketo uses the Marketo deduplication field you select to match Experience Platform profiles with existing Marketo leads. The matching process searches across all partitions in your Marketo instance to find existing leads. Refer to the table below to understand how leads are created and updated in your Marketo instance depending on your selected configuration.
- Updates existing leads with new profile data
- Creates new leads in selected partition for unmatched profiles
- Updates existing leads with new profile data
- No new leads created for unmatched profiles
- Adds existing leads to audience lists
- No new leads created for unmatched profiles
- Updates existing leads with new profile data
- Adds existing leads to audience lists
- Creates new leads in selected partition for unmatched profiles
- Adds new leads to audience lists
- Updates existing leads with new profile data
- Adds existing leads to audience lists
- No new leads created for unmatched profiles
Important considerations
- Deduplication field selection: Choose a field that is consistently available and unique across your customer profiles (for example: email address, customer ID)
- Partition handling: When creating new leads, they are placed in your selected partition (or Default partition if you did not select a partition)
- Duplicate handling: If multiple Marketo leads match the same profile, only the most recently updated lead will be updated
- Cross-partition matching: The system searches across all partitions to find existing leads, regardless of which partition you鈥檝e selected for new leads
Connect to the destination connect
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To connect to the destination, you need the View Destinations and Manage Destinations access control permissions.
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To activate data, you need the View Destinations, Activate Destinations, View Profiles, and View Segments access control permissions. Read the access control overview or contact your product administrator to obtain the required permissions.
To connect to this destination, follow the steps described in the destination configuration tutorial. In the configure destination workflow, fill in the fields listed in the two sections below.
Authenticate to destination authenticate
To authenticate to the destination, select Connect to destination.
Fill in destination details destination-details
To configure details for the destination, fill in the required and optional fields below. An asterisk next to a field in the UI indicates that the field is required.
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Name: A name by which you will recognize this destination in the future.
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Description: A description that will help you identify this destination in the future.
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Munchkin ID: Select the Marketo Munchkin ID that you want to use for this destination.
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Workspace ID: Select your Marketo workspace ID.
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Sync type: Select the sync type that you want to use for this destination:
- Audience and profile: Select this option when you want to both add audience members to Marketo lists and keep their profile information current.
- Profile only: Select this option when you want to keep Marketo lead profiles up to date with the latest information from Experience Platform.
- Audience only: Select this option when you want to add audience members to Marketo lists without updating their profile information.
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Partition: Partition selection is available only when choosing Profile only or Audience and profile sync types. Select a Marketo partition ID associated with your chosen workspace. This allows you to specify which lead partition in Marketo will receive the exported data. If you don鈥檛 choose a specific partition, your data will be sent to the Default partition in Marketo.
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Marketo deduplication field: Select the Marketo deduplication field that you want to use when updating existing Marketo leads. This selector shows the fields that you marked as deduplication fields in Marketo. If you want a specific field from Marketo to show up as a deduplication field, you must mark the field as a searchable field in Marketo.
note note NOTE Marketo Lead IDand Experience Cloud IDs (ECID) are not supported for deduplication. -
Person Action: Select the Marketo action that you want to perform when exporting data.
- Update existing and create new persons: Select this option to update existing Marketo leads and create new leads for audience members who aren鈥檛 already in Marketo. New leads will be created in your selected partition. If you did not select a partition, new leads are created in the Default partition.
- Update existing persons only: Select this option when you only want to update existing Marketo leads without creating new ones. If multiple leads match the same profile, only the most recently updated Marketo lead will be updated with your Experience Platform data.
Enable alerts enable-alerts
You can enable alerts to receive notifications on the status of the dataflow to your destination. Select an alert from the list to subscribe to receive notifications on the status of your dataflow. For more information on alerts, read the guide on subscribing to destinations alerts using the UI.
When you are finished providing details for your destination connection, select Next.
Activate audiences to this destination activate
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To activate data, you need the View Destinations, Activate Destinations, View Profiles, and View Segments access control permissions. Read the access control overview or contact your product administrator to obtain the required permissions.
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To export identities, you need the View Identity Graph access control permission.
Read Activate profiles and audiences to streaming audience export destinations for instructions on activating audiences to this destination.
Required mappings required-mappings
During the mapping step, map any source field (such as email or other custom identifiers) that you want to use as the deduplication field to the DedupeField target identity. For best results, choose a field that is consistently available and unique across all your customer profiles.
For Marketo to successfully create leads, you must also map the following required target attributes:
firstName: The first name of the leadlastName: The last name of the leademail: The email address of the lead
If you are using email as a deduplication field, you must also map the firstName and lastName attributes as shown in the image below.
If you are using a different deduplication field, you must manually map all three required attributes (firstName, lastName, email) as shown in the image below.
Exported data / Validate data export exported-data
After exporting audiences to Marketo Engage, you should log in to your Marketo account to verify that the audiences have been activated as expected. Check the relevant lead partitions and workspaces in Marketo to confirm that the audience data appears correctly and that the intended actions (such as updating or creating persons) have been performed.
If you do not see the expected data, review your mapping and export settings in 51黑料不打烊 Experience Platform and try the export again.
Data usage and governance data-usage-governance
All 51黑料不打烊 Experience Platform destinations are compliant with data usage policies when handling your data. For detailed information on how 51黑料不打烊 Experience Platform enforces data governance, read the Data Governance overview.