Marketo Integration Guide

Modified on Tue, 23 Apr 2024 at 09:00 PM

Setting up the Connection with Marketo allows you to publish the Leads generated by Hushly to your Marketo account. Marketo's powerful marketing automation software helps marketers master the art & science of digital marketing to engage customers and prospects.

What Integration can do?

Where an email doesn't exist in the Lead Database, the integration creates a brand new Lead in Marketo using enriched Hushly Lead Data.
If the email address being sent already exists in Marketo:
- You can add new details to the existing Lead (where the details don't already exist).
- Any details that already exist in the Lead are overwritten with the new data.

Overview

Establish a connection between Hushly and Marketo.
Map Hushly Lead Fields to Marketo Lead Fields.
Assigning a Hushly Lead to a Marketo Program.
Assigning a Hushly Lead to a Marketo Program via a Marketo Lead Router Program.

Establish a connection between Hushly and Marketo:

Step 1: Create a Marketo Role.

Login to Marketo, Navigate to Admin > User & Roles > Roles.
Choose to create a new role by clicking on the link New Role.
- Role Name: Hushly API.
- Permission: Access API.
- Description: API Role for Hushly Integration.
- Click on Create to create an API Role.

Step 2: Create your Marketo User.

Now you need to create an API-only user and associate it with the API role that you created in Step 1: Create a Marketo Role.

Navigate to Admin > Users & Roles > Users.
Click Invite New User and fill in the User Details in Step 1: Info.
- Email Address: hushly@yourcompany.com
- First Name: Hushly
- Last Name: API User
- Role: Hushly API
- API Only: Yes
Click Next. In Step 2: Permissions, select the Hushly API from the Roles and select API Only.
Click Next. In Step 3: Message, click on the Send button to create an API user.

Step 3: Create a Marketo Launch Point Service.

Navigate to Admin > Integration > Launch Point. Click on the New button and select New Service.
In the New Service pop-up window, fill in the Service Details:
- Display Name: Hushly Integration.
- Service: Custom.
- Description: Connecting Hushly to Marketo.
- API Only User: hushly@yourcompany.com (the email of the user we created in Step 1).
- Click on Create button to create a new Launch Point Service.
Click on View Details to view the details of Launch Point Service.
The Details pop-up window will have Client Id and Client Secret, copy both these values. We will need them in Step 5.

Step 4: Identify Marketo API End Point.

Navigate to Admin > Integration > Web Services.
The Web Services Information page will be displayed.
On the Web Services page, scroll to the Rest API section and copy the Endpoint. We will need this in Step 5.

Step 5: Create a Connection between Hushly and Marketo.

Login to Hushly.
Navigate to Setup > Integrations. Click on "New Integrations" and select Marketo.
In the Marketo pop-up window, fill in the fields.
- User Id: Client Id from Step 3.
- Secret: Client Secret from Step 3.
- Endpoint: Endpoint from Step 4.
- Click Connect to Marketo.
If the given details are accurate then the status changes to Connected.

Map Hushly Lead Fields to Marketo Lead Fields

Click Configure Field Mapping to map all the fields.
Hushly automatically maps Standard Fields to your Marketo Lead Custom Fields.
Publish Rule
- Overwrite: Sets the value always irrespective of whether there is already a value available for that field or not, but if the published value is blank, it will not overwrite the existing value in Marketo.
- Do not Overwrite: Sets the value only when the Marketo field value is blank.

Assigning a Hushly Lead to a Marketo Program

The Hushly application is used to establish the mapping of Hushly fields to Marketo lead fields. A Hushly lead published to Marketo (via Marketo API) could be either be: A Net-New Lead or An Existing Lead.

You can assign leads to specific Marketo Programs based on values of any of the Hushly-Mapped Marketo fields. For example, you can map a Hushly lead to a Marketo Program based on any utm_parameter value of the landing page, any hidden field of the landing page, the asset that the user downloaded via Hushly, etc.

Let’s assume you want to assign a Hushly Lead to a Marketo Program based on the “Asset Name” the user downloaded via Hushly.

Assigning a Hushly Lead to a Marketo Program via a Marketo Lead Router Program

Create a new Marketo Program and name it “Hushly Lead Router”.
To Assign a Net-New Lead to a Marketo Program.
1. Add a “Lead Created/Person is Created” trigger to the Smart-List and set the trigger.
  1. Source Type to “Web Service API”.
  2. Lead Source to “Hushly”.
To Assign an Existing Lead to a Marketo Program.
1. Add a “Data Value Change” trigger to the Smart-List and set the trigger.
  1. An attribute is “Asset-Name”.
  2. The source is “Web Service API”.
In the Flow add the “Add to Engagement Program” action where.
1. Choice 1: If the “Asset-Name” value is “Asset 1” then assign it to Marketo Program-1.
2. Choice 2: If the “Asset-Name” value is “Asset 2” then assign it to Marketo Program-2.
3. Choice n: If the “Asset-Name” value is “program 3” then assign it to Marketo Program-3.