Integration Requirements

Transcription

1 Marketo Overview and Setup Instructions The Socedo Marketo integration gives you the ability to build powerful engagement campaigns, nurture programs and/or marketing workflows with your social leads from Socedo. Marketo is an extremely powerful tool for modern marketing and our integration is designed to make it even better. Not only does the Socedo Marketo integration give you the ability to easily follow up with your social leads, Socedo also appends social activity to their lead profiles giving you valuable data points for automated campaigns, sophisticated nurture programs and lead scoring. You can customize which leads are exported on a daily basis and how they integrate into your Marketo instance. Integration Requirements In order to integrate Socedo with Marketo you must meet the following requirements: A Socedo account (the Basic, Standard and Pro plans will sync nightly by default) A Standard or higher edition of Marketo Step 1: Create an API Role and User in Marketo 1. Navigate to the Marketo Admin Portal 2. Click on Users & Roles on the left panel 3. Click on Invite New User with the following settings: First Name: API Last Name: User api@yourdomain.com 4. Under Step 2 Permissions, for role, check API role

2 Step 2: Create a Client service in Marketo 1. Stay in the Admin section in the left panel, navigate to the Integration section, select LaunchPoint Step 3 : Enter the necessary credentials into your Socedo account

3 1. Click view details on your new service 2. Copy and store your Client Id and Client Secret 3. Click on Web Services in the left panel and copy & store your REST API Endpoint 4. Navigate to the Campaign Settings page within Socedo

4 click Connect to Marketo to display the credential form. Name your Instance Enter the REST API endpoint (from c above) into the Endpoint URL box Enter the Client Id and Client Secret (from part b) into the respective boxes Click Next A success notification will appear if we were able to connect to your Marketo instance. If an error notification appears, make sure your credentials are correct and try again. Step 4: One time Setup in Socedo After successfully saving your Marketo credentials the page will refresh and you ll be redirected to the Integration section of your Campaign Settings page. Here you can customize your Marketo integration settings to best fit your business needs (Picture below).

5 You can configure socedo to sync specific types of leads into Marketo, such as: Approved leads: Leads you have approved for Socedo to engage. Followers only: only people who have followed your Twitter handle. Export leads with only: We recommend you check this box because this ensures you are only creating new leads with Marketo with an address. Marketo does not need an address to create a new lead record. In other words, it allows an app like Socedo to create a new lead with just his name and social media profile information. Socedo will do its best to match each lead s Twitter profile to a corporate address, but Socedo is not able to guarantee an address for each lead. You can also select how you want to sync your leads: Create new only: Only creates leads that do not match an existing address in your Marketo account. Create new or update: Will create new leads or update leads that match an existing address in Marketo with any previously missing fields like Twitter handle or LinkedIn URL. After reviewing and editing your configurations click Save and Test to either initiate a sample sync.

6 Step 5: Sample Sync and Marketo Configuration Once you have customized your configuration (Section 3.4) Socedo will attempt to upload a sample of leads to your Marketo instance to ensure lead data is flowing properly. If you have lead data that matches your configuration, Socedo will upload this data within a few hours. If you do not have new leads from Socedo, then the first batch of leads will be uploaded within 24 hours of when you generate those matching leads. After the first set of leads has been uploaded, you will receive an asking you to review the contacts in Marketo. Socedo will automatically sync new leads into your Marketo instance once a day from this point onward until you disable this integration in your Campaign Settings. How Socedo Lead Data Maps into Marketo The Marketo Integration for Socedo will sync lead and activity data from Socedo to your Marketo instance on a daily basis. Each night around midnight Pacific Time, Socedo will upload a batch of the days leads according to the configuration you set in the previous section Socedo Lead to Marketo Lead Data Mapping. Each uploaded lead comes with the following Marketo fields as shown in the table below (fields are omitted if we do not have this information). *Note that Lead Source is always set to Socedo Socedo Label MarketoFriendly Label Rest API Name Address Address Twitter Handle Marketo Social Twitter ID twitterid

7 First Name First Name firstname Last Name Last Name lastname Lead Source Lead Source leadsource Company Name Company Name company Job Title Job Title tilte City City city State State state Country Country country LinkedIn Url Marketo Social LinkedIn Profile URL linkedinprofileurl Gender Marketo Social Gender gender Facebook Url Marketo Social Facebook Profile URL facebookprofileurl Approx. Employee Count Num Employees numberofemployees Company Website Website website Company Phone Main Phone mainphone Table 1 Socedo Lead to Marketo Lead Mapping Socedo Lead Activity to Marketo Lead Activity Additionally, Socedo will upload any new conversions on leads in your Marketo instance. Marketo s API currently only allows activities of the type Shared Content to be uploaded, so the specific type of conversion that occurred will be included in the Share Message field on these activities. The following text descriptions correspond to how Socedo describes each conversion in Marketo

8 Table 2 Socedo Activity Log Content The name or handle of the social profile the lead engaged with is included to allow you to plug multiple Socedo accounts into Marketo and attribute leads to their different social profiles. What if I already have a lead with the same address in Marketo? Socedo gives you to option to always create a new lead when importing into your Marketo Instance or to update existing leads if they already exist. Assuming you ve selected the former, we won t check your lead database before creating a new lead. If a lead with the same address exists in your database, a duplication will occur and we recommend using Marketo s built in smart list for identifying possible duplicates. If you ve selected create or update we ll simply overwrite our data onto the older lead record.

9 Once you have a list of possible duplicates select those leads you want to merge and click merge, alternatively you can delete the duplicates. How do I get imported leads into an existing program or campaign? Since Socedo will import all leads as new leads, any existing rules for your campaign s smart list will automatically be applied to the new leads. If you have specific rules for how leads get added to a campaign, you can ensure your Socedo leads appear in your triggered smart campaign by adding a Lead is Created trigger to your campaign s smart list with a constraint Lead Source is Socedo. Now, whenever a lead is imported from Socedo, it will automatically be added to your campaign. Similarly, for a batch campaign, you can add a Lead Attribute filter on Lead Source is Socedo ensuring that all Socedo leads will be included in your list. You can use similar rules to create a smart campaign specifically for Socedo leads or exclude Socedo leads from any existing campaigns. You just need to reference Socedo as the Lead Source when working with these leads. How do I change the lead source to something other than Socedo for my imported leads? To change the lead source on imported leads you will need to add a flow action to your smart campaign. Once you have Socedo leads in your campaign s smart list (see question 2 above) you need to add the Change Data Value flow action and specify Attribute: Lead Source and set your desired new value. You can use similar logic to change or add any specific attributes to Socedo leads to ensure cooperation with your existing infrastructure.

10 How do I score Socedo leads based on social engagements? Scoring leads based on social engagements is a powerful way to qualify leads. Socedo tracks your engagements with leads as they flow through your funnel. When we sync your leads with Marketo we also append their activities (Followed you back, clicked link, responded to your DM) as Shared Content to the lead s activity log. Once you have Socedo leads in a smart campaign (see FAQ 2 above) navigate to the Smart List view within the campaign. Add the Shares Content trigger (Triggers > Social > Shares Content), specify Share Message: starts with Socedo: <engagement>. Refer to Table 2: Socedo Activity Log Content above for a complete list of activities synced with Marketo, as well as the format of each message.

11 Once you have the trigger set, navigate to the flow tab. Add the Change Score action to the campaign flow, select the desired Score Name and set the Change value to be the amount you want added to the lead each time the action is triggered.