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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 Engagement Segment | mk_engagement_segment | mk_engagement_segmentc | 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_reasonc | 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_namec | 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_countryc | 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_industryc | | 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_namec | 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