Marketo is a marketing automation platform used to help automated the process of engaging with your customers and prospects through multiple digital channels. Qualified.com integrates with Marketo to help identify visitors on your site that are coming from your Marketo marketing campaigns. By doing this you're able to specifically target your Marketo visitors with uniquely designed experiences just for them on your site as well as alert your sales team to qualified leads immediately.
In this guide, we'll go over how to connect your Marketo account to Qualified.
As a prerequisite you'll want to first set up your Marketo API.
To get your Marketo account connected to Qualified to start identifying visitors on your website, we'll want to follow the steps outlined below:
Now that you've set up your Marketo API and connected your Qualified.com account and Marketo you're ready to set up your visitor fields. Visitor fields are the fields in Qualified where you will store everything you wish to track and know about your website visitors. Visitor fields contain information you might gather through chatting/talking to a lead directly, information they might have given you explicitly through a lead form or bot, or other info that might be pulled from an external system, like Marketo.
To set up your visitor fields to start collecting visitor information from Marketo you'll want to browse to your Marketo integration and then to "Lead Mapping" as shown below.
You'll want to keep in mind that currently you'll only sync information from Marketo into Qualified. What this means is that you'll tell Qualified on this page which fields from Marketo you'd like to display in your visitor fields that you've already setup in your Qualified account.
Start by selecting which Marketo fields you'd like to display within Qualified and in the second column match up which visitor field you'd like that information to be stored in within Qualified.
You can also create a visitor on the fly by selecting "Create a field" from the drop down.
Now that you've connected your Marko account successfully to Qualified you can start to not only collect information about your visitors, but create alerts for your sales team specifically for your Marketo leads as well as create experiences just for them.
If you're using both the Salesforce and Marketo integrations together within Qualified you might have questions about how they work together. One thing to note is that we'll first look at Marketo and sync your visitor fields using the information in Marketo. This will allow for us to look for an email address in Marketo which might help us also identify who that person is in Salesforce (an existing Lead or Contact).
Once we've synced the information from Marketo, Qualified will then push that visitor information into Salesforce. If any information is conflicting between what we've pulled from Marketo and Salesforce, you can rank order which system is your source of truth.
How this works is:
Getting started with the Marketo integration requires a few steps:
Once you've finished configuring your Marketo integration, you can start to create unique experiences for your website visitors coming from Marketo campaigns as well as alert your sales team that these leads are browsing your website.