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Marketo

What does this integration do?

This integration enriches your Marketo leads with the predictive and behavioral lead attributes generated by MadKudu.

This is particularly useful for:

  1. creating automated workflows in Marketo (eg. “send an email on behalf of a sales person when customer is ready to buy”)
  2. creating smarter Marketo reporting (eg. “how many truly qualified leads were created month over month”)
  3. personalizing outreach based on predictive and behavioral attributes (eg. greet a customer saying “I saw you created your first 10 reports and I thought I would reach out to discuss…”)

How to set it up?

\1 Follow these Marketo’s instructions to obtain Client ID, Client Secret, Endpoint URL and Identity URL.

\2 Log in MadKudu, click “Integrations” and then “Marketo”.

\3 Copy/paste the information and click “save”.

\4 Last step is to create the MadKudu fields in Marketo so that your leads can be enriched with your MadKudu data. To do this, follow these Marketo’s instructions to create the following fields with field usage settings being every time “Included in layout: No, ​Editable by API: Yes, Visible in the UI: Yes”.

Field label Field name API name Description Object Name Data Type
MK Customer Fit mk_customer_fit_segment mk_customer_fit_segment__c How close is this customer from your ideal customer profile Lead String
MK Likelihood to Buy Segment mk_likelihood_to_buy_segment mk_likelihood_to_buy_segment__c Segment that indicates how likely is this customer to buy a paid subscription Lead String
MK Likelihood to Buy Score mk_likelihood_to_buy_score mk_likelihood_to_buy_score__c A score that indicates how likely is this customer to buy a paid subscription Lead Float
MK Likelihood to Upsell Segment mk_likelihood_to_upsell_segment mk_likelihood_to_upsell_segment__c Segment that indicates how likely is this customer to accept an upsell Lead String
MK Likelihood to Upsell Score mk_likelihood_to_upsell_score mk_likelihood_to_upsell_score__c A score that indicates how likely is this customer to accept an upsell Lead Float
MK Predicted Plan mk_predicted_plan mk_predicted_plan__c What plan is a great fit for this customer based on firmo/demo/techno-graphics and behavior Lead String
MK Predicted Plan Reason mk_predicted_plan_reason mk_predicted_plan_reason__c One of the main reasons the predicted plan is recommended (eg. has a tech that works with a pro plan only). Usually used to personalize outreach Lead String
MK Engagement Segment mk_engagement_segment mk_engagement_segment__c How likely a customer is to stay and get value from your services Lead String
MK Engagement Score mk_engagement_score mk_engagement_score__c A score that indicates how likely a customer is to stay Lead Float
MK Engagement Reason mk_engagement_reason mk_engagement_reason__c A key reason that indicates how likely a customer is to stay Lead String
MK First Name mk_first_name mk_first_name__c First name of contact Lead String
MK Last Name mk_last_name mk_last_name__c Last name of contact Lead String
MK Job Title mk_job_title mk_job_title__c Job title of contact Lead String
MK Country mk_country mk_country__c Country of contact found from 3rd party data sources Lead String
MK Company Employees mk_company_employees mk_company_employees__c Estimated number of employees in the company Lead Integer
MK Company Industry mk_company_industry mk_company_industry__c Lead String
MK Company Type mk_company_type mk_company_type__c Type of company (education, government, nonprofit, private, public, or personal) Lead String
MK Company Name mk_company_name mk_company_name__c Name of the company derived from the lead email address Lead String
MK Company Domain mk_company_domain mk_company_domain__c Domain name of the company extracted from the email address Lead String
MK Company Alexa US mk_company_alexa_us mk_company_alexa_us__c A ranking by Alexa of the company’s website traffic. The smaller the rank, the more the web traffic for this company Lead Integer

FAQ

What privileges does this integration require

This integration requires the following privileges:

  • read lead data from Marketo (email, company information and lead details)
  • read lead activity from Marketo
  • update lead information in Marketo