Configure the Marketo Engage destination

Transcript

Welcome to this video on the Marketo Engage connector in Adobe Experience Platform. If you’re looking to sync or create profiles in Marketo or unify the current workflow, this connector is a game changer. We’ll cover an overview, key capabilities, and a simple UI walkthrough for setup. Let’s dive in. The enhanced Marketo Engage connector bridges your Marketo Engage instance with Adobe Experience Platform, enabling real-time synchronization of audience data and profile attributes between both systems. Key capabilities include audience and profile sync, so changes in experience platform profiles sync instantly to Marketo, as well as flexible audience syncing like audience only, profile only, or both. You can update existing leads or create new ones, all while complying with data governance policies. This empowers unified marketing across your tech stack. Let’s highlight three practical use cases to show the connector in action. First, re-engage known leads. Use audience only sync to run a winback campaign for contacts and active for over 90 days. Segment them in experience platform and push the audience directly to Marketo for targeted emails. Second, update and re-engage existing leads. With audience and profile sync, activate a product interest group based on website behavior. Update their profiles in Marketo while re-engaging them. Third, expand your reach. Opt for full sync to update existing profiles and create new ones from experience platform segments. This drives revenue attribution and personalized B2B journeys without manual effort. Let’s walk through setting up a Marketo destination. In the destinations catalog, locate the correct Marketo engage card. It’s the one without a version number reference. Under the Adobe applications category, choose setup or configure new destination from the 3Picker depending on what you see, to configure a new Marketo destination. Enter an account name and then connect to destination. There’s no need to provide a client ID and secret anymore. An in-line authentication process is used. Available Marketo Munchkin subscriptions tied to your organization appear in the Munchkin ID list. Choose an ID to proceed. Marketo workspaces linked to the selected Munchkin subscription appear in the workspace ID list. Select the appropriate workspace or use the default. Consider your use case for this Marketo destination and select the sync action that aligns with it. The default sync action is audience and profile. Lead matching behavior is determined by your selections for this field and the person action setting further in the workflow. Review the documentation on experience league for more details about the matching behavior based on the sync type and person action settings. Partition is an optional field. The partition selection applies only to lead creation, not matching or updating. Matching and updating leads occur across all partitions, not limited to the selected one. In Adobe Marketo Engage, deduplication ensures that leads are not duplicated when syncing data from experience platform. The deduplication field is a unique identifier used to match or update existing leads or create new leads. When creating leads, the system uses the selected partition to ensure leads are created within that specific partition. If the lead is not found in the chosen partition, a new lead is created there. As mentioned during the partition step, matching and updating leads occur across all partitions, not limited to the selected one. Examples of deduplication fields include the email address or lead ID. Matching on the ECID field is not supported since it’s not part of the Marketo person lead record. Select the appropriate person action. Update existing and create new persons finds the existing person. If a person doesn’t exist, it creates a new one and adds that person to the list. Otherwise, it updates the map fields and adds the person to the list. Update existing persons only finds the existing person, updates all the mapped fields, and adds the person to the list. Once the destination details are complete, select the audience from the list. When configuring the destination details, a deduplication field was selected. Map that field to an experience platform identity namespace or select an attribute. The mapping step is part of the configuration process where you map data fields between Adobe Experience Platform and Marketo Engage. This step ensures that audience and profile data are correctly aligned with Marketo’s schema for seamless synchronization. Map any source field, such as email or other custom identifiers, that you want to use as the deduplication field to the dedupe field target identity. For Marketo to successfully create leads, you must also map the following required target attributes. First name of the lead, last name of the lead, and the email address of the lead. Once the mapping is finished, continue to review your settings and activate the Marketo destination. Then log into your Marketo account to verify that the audience has been activated as expected. And that’s the Marketo Engage connector. Powerful, efficient, and ready to elevate your marketing. Thanks for watching.