Marketo Integration

In this document, we will provide a step-by-step walkthrough of how to set up our direct integration with Marketo! This integration will allow your team to instantly sync leads from Popl to your team's Marketo account.

Connecting your Marketo Account

1. First, from the home page of Popl Teams, click into the "Integrations" tab. Then find the section for Lead Export and click on Marketo to connect.

• If you've already connected Marketo at any point before, then Marketo will appear in the “Connected” section instead. Go ahead and find it there instead if that is the case.

  

1. Next, you will be taken to the Connect page as shown below. Choose if you want to connect the Marketo integration for your entire team or certain subteams. (Connections can be unique per subteam! For this demo, we are going to go with "Connect Integration for Full Team") Once you’ve made your selection, click on “Connect Integration".

   
2. After clicking connect, you’re met with the pop-up below that prompts you to enter your Marketo Client ID, Client Secret, and Endpoint URL. These IDs are essential to syncing leads with your account on Marketo. Enter your credentials and click “Continue” - Your Client ID can be found in the Admin > LaunchPoint menu - Your Client Secret can be found in the Admin > LaunchPoint menu - Your Endpoint URL can be found in the Admin > Web Services menu

   
3. After entering your Marketo credentials, you will be taken right to your Marketo connection’s configuration page.

   

Team Settings

You can adjust which team members you want this integration to apply to. Under the section for Connection Type, you can add/update Subteams or apply to your Full Team by clicking on the button 'Edit Team Settings'

Note: For this demo, we are going to go with "Connect Integration for Full Team"

Sync Settings

Now that your Marketo account is connected, you can navigate to the Sync Settings to choose a sync frequency and logic that works best for your team.

• Auto Sync Toggled ON - Instantly Convert Popl Leads into Marketo People The Auto Sync workflow will automatically sync leads from Popl to Marketo at the very moment that any member of your team captures a new lead via Popl. This workflow completely removes any sort of manual data entry and lead selection, saving your team time and creating incredible efficiency.

• Toggling OFF Auto Sync - Manually Convert Popl Leads into Marketo People This normal sync workflow is for teams that want an admin or member(s) to choose which leads that they would like to sync over to Marketo before they are synced. This workflow has more control than the auto sync as admins/members can decide exactly which leads should be synced and which leads shouldn't be.

  • Admin Controls: Admins can choose to sync any member's leads over at any time

  • Member Controls: Members can choose to sync only their own leads at any time. This ability can also be turned off by an admin if needed. Admins can turn off the ability for members to export leads to Marketo from within Subteam Restrictions.

Field Mappings

Now that your Marketo account is connected, you can configure the integration in a few ways. In the Configure Field Mappings section, you can set up field mappings to ensure your Popl lead fields map to your Marketo People as desired. By clicking on the ‘Configure’ button you can set-up and review custom mappings, tags, and static values.

1. Custom Mappings - On this tab you can review and edit the field mappings from Popl Leads to Marketo People. A default set of fields will already be mapped and you can use additional custom mappings to map lead qualifiers (set via Popl Campaigns), Popl enrichment fields, custom lead capture form fields and more.

   Below is the list of default field mappings. Any of these can be updated or removed as needed.

To add additional mappings, simply click the 'Add Custom Mappings' button and select your desired fields. If you'd like to add another custom mapping, just click "+ Add mapping". If you want to remove a custom mapping click the 'x' to remove.

Overwrite Logic for Field Mappings - After adding fields, you can adjust the overwrite logic on each one. This overwrite logic only applies when the Marketo Person already exists (based off an email match) and you can choose between three settings for updating fields. You can update the field only if it is empty by selecting "Complete if missing", you can always update the field even if it already has a value by selecting "Overwrite field", or you can add new values to an existing field without removing the current data by selecting "Append".

2. Static Mappings - This section allows you to map information from Popl that will be the same for every lead. The text field is a free entry field. You can enter your desired text here and select which Marketo field you’d like it mapped to.

For example, you’ll see the mapping for 'Popl' in the Text field and then ‘Person Source’ for the Marketo Field.

To start adding, simply click the 'Add Static Mappings' button and if you'd like to remove a static mapping click the 'x' to remove.

3. Popl Tags - Use Tag Mappings to choose which Marketo field should receive the tags on your Popl leads. If multiple tags exist on a lead that is exported, the integration will apply all tags to the chosen field. Within the Popl Dashboard, tags can be created and updated on the Leads page or on the Tags page.

Once your customization is complete, simply click the ‘Save’ button in the bottom right of the pop-up to save your mappings.

Lead Syncing Logic

When syncing Popl leads from Popl over to Marketo, we use specific logic to make sure that lead info is synced over correctly, saving you and your team time and manual effort. Below, we've outlined this logic in detail for our lead sync so that the process is clear.

Syncing to Marketo Leads

When syncing Popl leads to your Marketo account as lead records, the integration will first perform a read operation to see if the lead already exists in your Marketo account. This search (query) uses the lead's "email" as the primary key to match with any existing record already in your Marketo account. Based on the search, two flows can be taken:

If No Lead is Found (Create New):

If no lead is found from this initial search based on email and phone number, then the integration will proceed to create a new lead record.

If an Existing Lead is Found (Update Existing):

If a lead is found with this specific email, then the integration will proceed to update that lead accordingly. Any fields that flows into the integration from Popl that already have a value in Marketo will NOT be overwritten with new data coming from Popl. We check all fields before updating and will never overwrite data that already exists.

For example, if a phone number field already has the value "123-456-7890" in Marketo, but the Popl lead flows in with the phone number "555-555-5555", then the integration will see that phone number is already set and make no changes to that field. If there is a field that is empty, then we will add new info to that field from Popl.

Object Properties

In the section Object Properties, you can configure additional properties to maintain organization in your Marketo account. From the dropdown, you can select which list you'd like to sync your Popl leads to. To remove a list, simply click the 'x'.

Creating Test Lead

After setting your desired configuration and mappings, you can test it out! Click the button ‘Create Test Lead’ button at the top right of the Configure Marketo page. This will open a pop-up with test data. Click the button ‘Create & Sync Lead' and this will create a test lead for you to review your integration. You can view this test lead in the Leads page.

Congrats! 🎉

Once your desired workflow(s) are enabled and your customization is complete (customizing is optional), you are all set! Now you or your team can export leads at any time from the Popl Dashboard or the Popl mobile app to your Marketo account.

Check out Popl Teams to instantly start syncing leads from Popl Teams to your Marketo account!

If any issues or questions, please contact us at [email protected], we are available nearly 24/7 and will get back to you within 6-8 hours or less.

With 🤍 from Popl.