Marketo v2 Destination

Destination Info

• Accepts Page, Identify, and Track calls
• Refer to it as Marketo V2 in the Integrations object

Components

• Browser
• Server

Connection Modes

Device-mode	Cloud-mode
Web	Web
Mobile	Mobile
Server	Server

Getting started

To start sending data to Marketo, there are two things you must do. Both of these steps require that you to log in with the Admin Marketo Account.

1. Enter your Marketo Credentials into your Destination settings

You need to enter your Munchkin Account ID, Client Secret, and Client ID.

To get your Munchkin Account ID, login to your Marketo account, click Admin, then Munchkin in the side bar.

To get your Client Secret and Client ID, you must create a role that has full API access, an API only user, and then create a Service in Marketo.

To create a role with full API access:

1. Click Admin.
2. Click Users & Roles in the side bar.
3. Click on the Roles tab.
4. Click New Role. Name your role and check the API Access box to assign the user full API access. Click Create.

Once you’ve created an API role, you have to assign that role to an API only user.

1. Click the Users tab.
2. Click Invite New User and fill out the necessary information in Step 1.
3. Assign the new role you created to this user in Step 2 and check the API Only box. Click Next, then Send.

Next, create a Service and get Client Secret and Client ID from that Service.

1. Click LaunchPoint in the side bar.
2. Click New > New Service.
3. Select Custom for the Service.

4. Select the new API-Only user you invited. This user must be an API_Only user and be assigned a role that has full API access.

5. Click View Details on the new service that you’ve created. Your Client Secret and Client ID are displayed in a small window. Copy and paste them into your destination’s settings.

2. Create a User ID and an Anonymous ID field in Marketo

1. Click Admin.
2. Click Field Management in the side bar.
3. Click New Custom Field.
4. Select String as the type.
5. Name the field whatever you’d like.
6. Set the API name to userId for the user ID field and then anonymousId for the anonymous ID field. Note: The API names for the user ID and anonymous ID fields must be userId and anonymousId exactly. If anything in the API name is different, the destination won’t work.

Identify

Cloud-mode

When you call Identify in Cloud-mode, Segment uses Marketo’s REST API to create and update leads server-side.

Device-mode

When you call Identify in Device-mode, Segment uses Marketo’s Background Form Submission to create and update leads client-side.

There are additional steps you must take to send Identify calls in Device-mode.

1. Create an empty form in Marketo. This form will always be hidden and can remain empty as long as the traits you need downstream are mapped in the Marketo Custom Fields Destination setting.
2. Input the associated Marketo Form ID and Marketo Form URL in your Marketo v2 Destination settings. This information can be found in Form Actions > Embed Code in the Marketo Design Studio:

Traits

Regardless of connection mode, following spec’d Segment traits are mapped to Marketo’s standard fields:

Here is a sample JavaScript Identify call with the all the standard traits:

analytics.identify('1234', {
  firstName: 'Robyn Rihanna',
  lastName: 'Fenty',
  email: 'rihanna@example.com',
  gender: 'woman',
  phone: '555-555-5555',
  company: 'Segment.com',
  birthday: '1988-02-20T00:00:00.000Z',
  createdAt: '2007-05-31T00:00:00.000Z',
  address: {
    city: "Eugene",
    country: "USA",
    postalCode: "97405",
    state: "Oregon"
  }
});

If you’d like any other traits from your Identify call to update a field in Marketo, you must create custom fields in Marketo and map them in the Marketo Custom Fields Destination setting.

• Segment trait: The name of the trait sent in your Identify call.
• Marketo field name: The Marketo REST API name for the field. To get the REST API name for your fields in Marketo, click Field Management, then Export Field Names. A spreadsheet downloads and the first column is the REST API name for your Marketo fields. Make sure to copy and paste the REST API name exactly. This is case sensitive.
• Marketo field type: When you are in Field Management, click on the field name to see the field type.

Note: Custom address traits must go in the top level traits object, not in the address object.

Track

When you call Track, Segment maps the event to a pre-defined Marketo Custom Activity. There are two important things to note when sending Track calls to Marketo:

1. You must map them to your Marketo Custom Activities in your Destination Settings. If you don’t map a track call to a Custom Activity in your destination settings, the event won’t be sent to Marketo to help limit the amount of API calls made to Marketo.

2. You must either:

• Enable Cloud-mode
• Enable Device-mode and enable the Send Track Events Server Side setting
• Send track events from one of our server side libraries

Here is a sample Ruby Track event:

Analytics.track(
  event: 'Segment Event',
  properties: {
    firstName: 'Alex'
  }
)

• Segment event name: Your Segment Event name.

• Marketo activity ID: When you are in Marketo Custom Activities, click on the Marketo Activity in the right side bar that you’d like to map your Segment Track event to. Copy and paste the ID into your Destination Settings.

• Segment property name: The name of the property in your Track call. This is case sensitive so make sure the name matches exactly how you are passing it in your Track call.

• Marketo field name: The name of the Marketo attribute for your Custom Activity. The attribute names for a given Custom Activity can be found in the Fields tab of Marketo Custom Attributes. Click on Custom Activity to see a list of your attributes for that Custom Activity. Make sure to copy and paste the API Name for your field exactly as it appears in Marketo. This is case sensitive.

• Marketo field type: The type of the Marketo attribute. The attribute type can be found in the Fields tab of Marketo Custom Attributes. Click on Custom Activity to see a list of your attributes for that Custom Activity.

• Primary field. When creating a Custom Activity in Marketo, you have to set a Primary Field. If you are unsure which field was set as the primary field, when you are looking at the list of fields for your Custom Activity in Marketo, primary fields are denoted by a red star.

Page

When you call Page, Segment uses Marketo’s Munchkin.js visitWebPage method. The URL is built from your Page event and properties object into the form Marketo expects, so no need to worry about doing that yourself.

Marketo’s visitWebPage method requires a URL and a user agent. Any calls that are missing either of these fields aren’t sent to Marketo. User agent is automatically collected client-side but if you are sending Page calls from the server, make sure to set the user agent.

Here is a sample Node Page event:

    analytics.page({
      userId: '019mr8mf4r',
      category: 'Docs',
      name: 'Node.js Library',
      properties: {
        url: '/docs/connections/sources/catalog/libraries/server/node',
        path: '/docs/connections/sources/catalog/libraries/server/node/',
        title: 'Node.js Library - Segment',
        referrer: 'https://github.com/segmentio/analytics-node'
      },
      context: {
        userAgent: "Mozilla/5.0 (Macintosh; Intel Mac OS X 10_9_5) AppleWebKit/537.36 (KHTML, like Gecko) Chrome/40.0.2214.115 Safari/537.36"
      }
    });

Tracking anonymous activity in Marketo

If you’d only like to track known users in Marketo, set your Track Anonymous Activity setting to false. There are some things to note when this setting is false:

1. Calls without a User ID are rejected.
2. No anonymous activity is sent to Marketo. Even after the user becomes known, none of their previous anonymous activity will be sent to Marketo.

If you’d like to track anonymous activity but don’t want to have to parse through or view unknown leads, Marketo lets you create Smart Lists that filter your leads. For example, you can filter to only view leads that have a user ID or an email. To do this, when you are in your Lead Database:

1. Click All Leads, then New.
2. From the drop down, click New Smart List.
3. Select the folder you’d like the Smart List to live in.
4. After you’ve created the Smart List, select what field you’d like to filter by, drag it to the filters and then select what you’d specifically like to filter by for that field.

Marketo API limits

Segment tries to limit the amount of API calls being made to Marketo but if you are hitting the 50 k/day limit, Segment recommends only sending events to Marketo that you need. To prevent an event from being sent to Marketo, you can select destinations by doing the following:

    analytics.identify({
      userId: '97234974',
      traits: {
        firstName: 'Alex'
      },
      integrations: {
        'Marketo v2': false,
        'Google Analytics': true
      }
    })

Hybrid device or cloud-mode

Another option is to use Marketo in device-mode (assuming you are tracking events from a website). Marketo does not limit API calls that originate from its web SDK, but it only supports capturing Identify and Page events. If you’d also like to capture Track events, you can choose to have these be routed through Segment’s server-side integration.

To enable this “Hybrid” mode, select the Send Track Events Server Side setting and follow the instructions for mapping Track events.

Preventing Duplicate Leads

Marketo allows you to upsert leads based on any field. Segment uses email and userId, as well as anonymousId if you are tracking anonymous activity. email is used first since that is the field Marketo recommends is unique for your leads. However, many Track and Page calls don’t include an email address. In that case, Segment uses the userId or anonymousId passed in your Track and Page calls to associate these events to leads in Marketo.

You can do one of the following to prevent duplicate leads:

Recommended: Upload a CSV adding your userId to all your leads in Marketo before enabling the destination.

After you create the userId field in Marketo, you can upload a list of all your users with an email column and a userId column. Your CSV should look like this:

To upload a list to Marketo, when you are in Lead Database:

1. Click All Leads.
2. Then click New, then Import List.
3. Select your CSV, then click Next. Make sure Email Address and userId are the Marketo Fields selected then click Next”.
4. Name your list or select a pre-existing list. Select None for Acquisition Program. Then click Import.

Manually merge leads in Marketo.

Follow Marketo’s instructions to merge any duplicate leads found in Marketo after enabling the destination.

1. Make sure to call Identify first. This is already a recommended best practice as part of the Segment spec.
2. Pass an email in your Track and Page calls.

Migrating from Marketo to Marketo v2

There are a few necessary steps that have to be taken to migrate from Segment’s legacy Marketo v1 destinations, to Marketo v2.

1. Your Marketo credentials in your Segment Destination settings need to be updated. The Marketo destination used Marketo’s SOAP API and Marketo v2 uses Marketo’s REST API which requires different credentials. Check out the getting started in Marketo v2 guide for the credentials you need.
2. Two custom fields must be created in Marketo: userId and anonymousId. Check out getting started in Marketo v2 for exact details on how to create these custom fields in Marketo.
3. Track calls must be mapped in your destination settings. The Marketo Destination sent Track calls as a Munchkin Visit WebPage event in Marketo. In Marketo v2, your track calls are sent to your Marketo Custom Activities. See the instructions in the Track section for more detail.
4. If there are any custom lead fields that you’d like sent to Marketo in your Identify calls, you must create custom fields in Marketo and add them in your destination settings. In addition, if you are connecting Marketo v2 in device-mode, an empty form must be created in Marketo to create and update leads. See the instructions in the Identify section for more detail.
5. Update anything in Marketo that rely on the way v1 sends Track events to be triggered by your custom activities. For example, the v1 Marketo destination sent track events as a “Visit Web Page” event with /event/<your_event_name>. So if you have a workflow that is triggered by a “Visit Web Page” event where the web page contains /event/<your_event_name>, you need to swap out the “Visit Web Page” event trigger with your Custom Attribute Trigger. Click the Custom folder under Triggers and select the trigger that you set for your custom activity:

   To figure out what the trigger name for that Custom Activity is, navigate to the Admin section of Marketo > Marketo Custom Activities, then click on your activity to see the trigger name:

6. When enabling Marketo v2, because of the way Marketo’s API works, there is potential to create duplicate leads, especially when the first enabling the destination. For ways to prevent this, check out the Preventing Duplicate Leads.

Send a single source’s data to multiple Marketo v2 workspaces

Segment doesn’t support multiple instances of Marketo v2 for any source in Segment (for both Device-Mode and Cloud-Mode). If you need a single source’s data sent to multiple Marketo v2 workspaces, follow the instructions on configuring a Repeater destination to route your source’s data through the Repeater destination into a new source and new Marketo v2 destination instance.

To create a Repeater destination, new source, and second Marketo v2 destination:

1. Create and connect a new Repeater destination to your source and select the intended source.
2. Click Add destination, name the destination, and select Fill in settings manually.
3. Create a new source, then navigate to Settings > API Keys and copy the Write Key value.

   From the Repeater destination’s Settings page, find Write Keys in the Connection Settings. This is where your second source’s write key from step 4 will go.

4. Navigate back to your Repeater destination and paste in the source’s writeKey into the write key setting.
5. Add a Marketo v2 destination to your new source with the desired configuration settings.
6. Enable the Repeater destination, new source, new Marketo v2 destination.
7. Data is now transmitted from your originating source to the Repeater Destination (Event Delivery), then to the new source (Debugger), and finally to the Marketo v2 destination (Event Delivery).

Engage

You can send computed traits and audiences generated using Engage to this destination as a user property. To learn more about Engage, schedule a demo.

For user-property destinations, an identify call is sent to the destination for each user being added and removed. The property name is the snake_cased version of the audience name, with a true/false value to indicate membership. For example, when a user first completes an order in the last 30 days, Engage sends an Identify call with the property order_completed_last_30days: true. When the user no longer satisfies this condition (for example, it’s been more than 30 days since their last order), Engage sets that value to false.

When you first create an audience, Engage sends an Identify call for every user in that audience. Later audience syncs only send updates for users whose membership has changed since the last sync.

Settings

Segment lets you change these destination settings from the Segment app without having to touch any code.