Connecting to Marketo

Marketo helps foster customer and prospect engagement automatically across multiple digital channels. Connect Qualified to Marketo to optimize your sales and marketing teams’ efficiency.

Why Connect Qualified to Marketo

By pulling Marketo information into Qualified, your reps learn more about website visitors. In turn, this helps them better target and engage visitors. Pull information from Marketo to:

• Present visitor fields within the Qualified Visitor 360.
• Create segments from static lists, smart lists, and programs.

In addition, automatically update Marketo with new leads and activities when people visit your website. This keeps your marketing and sales teams apprised of new prospects in your pipeline.

1. Configure the Marketo API

First, create a new user in Marketo with specific API permissions.

Create an API Role

To create a new API role, log in as the Marketo admin and:

1. Click Admin.
2. Click Users & Roles.
3. Click the Roles tab.
4. Click New Role:
   
5. Enter a Role Name like “Qualified API Role” and Description (optional).
6. Check these Access API permissions:
   • Read-Only Assets
   • Read-Write Activity
   • Read-Write Activity Metadata
   • Read-Write Person
7. Click Create.

Assign the API Role to a New User

To create a new API only user:

1. Click Admin.
2. Click Users & Roles.
3. Click the Users tab.
4. Click Invite New User.
5. Enter the following details:
   • Email: a valid email (While invitations are not emailed to API only users, we recommend using a valid address should Marketo send system messages.)
   • First Name: Qualified
   • Last Name: API User
   • Reason: Qualified API User
6. Click Next.
7. Select the name of the new role you created, like “Qualified API Role,” and check API Only:
   
8. Click Next.
9. Click Send.

Create a Marketo Custom Service

A service allows your Marketo instance to accept API calls from Qualified. To create a custom service:

1. Click Admin.
2. Below Integration, click LaunchPoint.
3. Under the Installed Services tab, click New.
4. Click New Service:
   
5. Enter or select the following details:
   • Display Name: Qualified API
   • Service: Custom
   • Description: Qualified API
   • API Only User: The new API only user you created 
6. Click Create.

We understand that daily API calls are important and often costly. If you would like to limit the number of calls from Qualified to your Marketo API, reach out to your Qualified Success Architect. They can add a daily API call limit (that resets at 12:00 am CT) and/or disable API calls to Marketo when the visitor’s email address is unknown, should it fit your needs.

2. Connect Marketo to Qualified

Now that your Marketo API user is ready, you can connect to Qualified.

Locate Marketo API Details

Some information from Marketo needs to be entered into Qualified when connecting accounts. While still logged in to Marketo, find all of the following:

1. Click Admin.
2. Below Integration, click Munchkin.
3. Find the Munchkin Account ID:
   

   Munchkin is Marketo's custom JavaScript tracking code that tracks your website visitors, identified and anonymous. Qualified uses Munchkin to identify your Marketo leads when they arrive on your site.

4. Open the Marketo admin in a new browser tab and click LaunchPoint.
5. Click View Details towards the right of your custom service’s name, like “Qualified API.” 
6. Find the Client Id and Client Secret:
   

Connect Accounts

To connect Marketo, log in to your Qualified admin account and:

1. Click the Settings icon.
2. In the left panel and below Marketo, click Connection.
3. Click Connect to Marketo.
4. Enter the Marketo API details you found: Munchkin Account ID, Client ID, and Client Secret. (Make sure there are no spaces inserted before the Munchkin Account ID.)
5. Click Connect.

3. Map Fields in Qualified

You can present Marketo fields within the Qualified Visitor 360 and push information collected in the Qualified messenger to Marketo. If a visitor is unknown in Marketo and Qualified creates a new lead, the new lead will be based on your mapped visitor fields.

We recommend mapping at least these fields:

• Email Address
• Full Name
• Company Name

At a minimum, you must collect an email and map the Email Address field for Qualified to create a new Marketo lead. (Marketo requires an email for all new leads.)

How to Map Fields

Finish creating or updating your fields in Marketo first. Then log in as a Qualified admin to map Marketo fields to Qualified:

1. Click the Settings icon. 
2. In the left panel, click Lead Mapping below Marketo.
3. Click + icon to add a new field. 
4. From the first drop-down menu, select a Marketo Field you want to display within Qualified. 
5. From the Value drop-down menu, select which Qualified field will display the Marketo information. There are a few options:
   • Create field: If a visitor field hasn’t been created in Qualified yet, create a new one and map a Marketo value to it.
   • Create hidden field: If a hidden visitor field hasn’t been created in Qualified yet, create a new one and map a Marketo value to it.
   • Default value: If a visitor field is empty in Marketo, send the value you entered in the Default textbox to Marketo.
   • Fixed value: Send the value you entered in the Default textbox to Marketo. If the Qualified and Marketo values differ, Qualified overwrites the Marketo field.
   • Select any option below Value → Visitor Fields when you want to map the Marketo value to Qualified.
6. (Optional) If you want to require the field when reps manually create a Marketo lead while chatting, select the Req? checkbox:
   
7. Repeat steps 3-6 for any additional fields you want to map.
8. Click Save in the upper-right corner.

If you change or create a lead field in Marketo, go to Settings icon → Marketo → Lead Mapping and click Update Fields. This is required for Qualified to recognize your Marketo updates.

How Qualified Prioritizes Salesforce & Marketo Visitor Fields

When someone visits your site, Qualified tries identifying them by reading the Marketo Munchkin cookie. Qualified then pulls information from all of the apps you connected to your visitor fields. Which visitor fields are updated in Salesforce can vary:

• If none of the visitor fields conflict, Qualified pushes new information into mapped Salesforce fields. 
• If any visitor field values differ, Qualified prioritizes the source you said is more important when the visitor fields were first created and ranked. Salesforce is typically ranked higher than Marketo.

4. Customize the Visitor 360

Add fields to the Visitor 360 to highlight information from Marketo. This aggregates information for your sales reps to more quickly understand a visitor and engage them in live chat.

To add information from Marketo to the Visitor 360, click the Settings icon → Field layout below Marketo. A preview of the Visitor 360 card appears. Select which Marketo fields you want to surface and drag and drop them to update their order.