Connecting to Marketo

Marketo is a marketing automation platform used to help automated the process of engaging with your customers and prospects through multiple digital channels. 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.

Getting Started

To get your Marketo account connected to Qualified to start identifying visitors on your website, we'll want to follow the steps outlined below:

  1. Connect to Marketo within Qualified
  2. Set up your Marketo visitor fields

Connect to Marketo within Qualified

  1. The first step you'll want to take is to login to your account and navigate to the Marketo integration using the navigation on the left hand side of your screen.
Marketo integration in navigation.
  1. Press "Connect to Marketo" to see the modal below appear.
Modal to connect to Marketo in Qualified.
  1. In order to connect to Marketo we'll need to gather three things from your Marketo account: Munchkin Account ID, Client ID, and Client Secret.
  2. To find your Munchin Account ID go to “Munchkin” on the left nav, and grab the Munchkin Account ID from there once in your Marketo account.

Munchin is Marketo's custom JavaScript tracking code, which tracks all individuals who visit your website so you can react to their visits with automated marketing campaigns. Even anonymous visitors are tracked along with their IP addresses and other information. Qualified will use Munchin to show you your Marketo leads as soon as they hit your site in Qualified.

Finding the Marketo Account ID
  1. Next, we'll collect the Client ID and Client Secret from your Marketo account.
    Go to “LaunchPoint” on the left nav, and click “View Details” for the Service that Qualified should connect to Marketo through. From the modal that pops up, grab the Client ID and Client Secret.
Client ID & Client Secret in Marketo.
  1. Once you've entered in your Marketo account details you'll then want to set up your visitor fields to expose your Marketo visitor information. As soon as a visitor comes to your site and gives their email address we'll automatically check to see if that lead exists within Marketo and if so, fill in as much information as possible about them (based off the visitor fields you've set up) from your Marketo account.

Setting Up Your Marketo Visitor Fields

Now that you've set up your Marketo API and connected your 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.

Lead Mapping in the nav.

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.

Marketo visitor fields.

You can also create a visitor on the fly by selecting "Create a field" from the drop down.

Creating a visitor field.

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.

Salesforce & Marketo

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:

  1. When someone lands on the website we try to identify who the person is and gather info about the person and the company they work for by reading the Marketo Munchkin cookie.
  2. Qualified will then pull information in (in real time!) from all of the apps you have connected (including Marketo, Salesforce, Clearbit, 6sense, etc.) into your Visitor Fields.
  3. If any information is conflicting, you determine the rank oder of what system should win using prefills in your visitor field area as shown below (this is typically Salesforce > Marketo). When syncing back into Salesforce, we'll always use Salesforce as your source of truth.
Company visitor fields using prefills.
  1. We serve up the experience you've created specifically for your Marketo leads and contacts.


Getting started with the Marketo integration requires a few steps:

  1. Set up your Marketo API
  2. Connect Qualified to Marketo
  3. Set up your Marketo visitor fields

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.

Next Steps

Request a live demo

See Qualified in action on your website. Request a live demo and one of our reps will contact you immediately, or talk to us right now.

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