Adobe Marketo Engage Connection

How to syncronize customer data between BlueConic profiles and Adobe Marketo Engage leadsWhat: The Adobe Marketo Engage connection allows you to enrich BlueConic profiles with data from Marketo Engage leads and vice versa. It also enables you to send recommendations to Marketo Engage. 

About BlueConic: The BlueConic customer data platform harnesses the data required to power the recognition of an individual at each interaction, and then synchronizes their intent across the marketing ecosystem.

Why: Marketo Engage is already part of your marketing stack. Use this connection to use first-party data from your stack to enrich information on your known users, whether it was collected by BlueConic or integrated through another BlueConic connection.

Concepts

Profiles in BlueConic and leads in Marketo Engage

In BlueConic each profile is used throughout the BlueConic instance. Profile information in BlueConic is always stored directly on the per-person profile and it is this profile that will be mapped to a Marketo Engage lead. 

Sync with the Marketo Engage plugin

Synchronizing BlueConic profiles with Marketo Engage list members via scheduled batch import and export is non-symmetrical. There is no clear mapping between most BlueConic properties and Marketo Engage member fields. Instead Marketo-specific information is taken and added to BlueConic to enrich the profiles. The user can specify BlueConic properties that should be added to Marketo Engage merge fields. These fields can be used to enrich mails sent within Marketo Engage.

Recognizing users in BlueConic and Marketo Engage

Marketo Engage leads are always matched by their email address. BlueConic stores an internal id for each profile, but this is not mapped to any meaningful property of the profile. To identify profiles in BlueConic as Marketo Engage members you have to configure the connection in which BlueConic profile property the user email address is stored. This has to be an indexed property, also called a unique identifier (see Profile Properties).

Configuring the connection

Adding a Marketo Engage connection

  1. Click Connections in the BlueConic navigation bar.
  2. Click Add Connection.How to add a connection in BlueConic
  3. A pop-up window appears. Check the Show all box. Enter “Marketo” in the Search bar.

    Click Marketo Engage connection to create a new connection.

In the side bar on the left are a number of headings for setting up the connection and for configuring import and export goals. You activate or deactivate goals using the checkboxes. To add multiple goals, use the [Add goal] button at the bottom of the page. To delete or copy goals, hover over the goal and select the "x" or copy icon. 

Click on a goal to open its tab and see the configuration options for that goal. The name of the goal can be changed by editing it at the top of the goal configurations.

Set up and run

This is where you set up the authentication to allow BlueConic to connect to the Marketo Engage platform. Enter your authentication details in the Setup and run page:

Client ID
Create an authentication client ID in your Marketo Engage environment and enter it here.
Client secret
Enter the client secret that was generated in the Marketo Engage environment, as explained in the authentication link above.
Client identity URL
Enter the identity URL of your Marketo Engage environment, which is found in the "Admin > Web Services" menu in the REST API section. For more information, see the authentication link above.

Save your connection.

Data exchange shows the total number of unique profiles that have been imported or exported via the connection. Note that these are unique profiles. If the same profile is exported multiple times, it is counted as 1.

How to exchange customer data between Marketo and BlueConic

Import goals

Import goals allow you to import data from Marketo Engage into BlueConic. To do this, complete the steps that are outlined in the goal.

1. Select Marketo Engage lists to import from

Select one or more Marketo Engage lists that you want to import data from the table of lists. You can search for particular lists. Per selected list, determine whether the creation of new profiles in BlueConic is allowed. Activate the checkbox to allow the creation of a BlueConic profile when a lead is subscribed to any of the selected lists, but no matching profile could be found.

How to import Marketo customer data into BlueConic profiles

Activate the "Save the lists" checkbox if you want BlueConic to keep track of the names of the lists whose data enriched a profile, and select the profile property in which you want to keep that record.

How to match Marketo customer lists with BlueConic profiles

2. Link identifiers between Marketo Engage and BlueConic

Select the BlueConic profile property that will be used to match the email address of Marketo Engage leads to BlueConic profiles. Typically this would be "Email Address", but you can select any other profile property (designated as unique identifier) that you would like to see matched.

How to match customer profile data between Marketo and BlueConic

3. Map Marketo Engage data to BlueConic

Here you determine how information from Marketo Engage will be mapped to BlueConic profile properties. Add mapping rules by clicking [Add mapping]. Select the Marketo Engage field, the BlueConic profile property it should map to and select how the value should be imported: "Set" to always set the value, "Set if empty" to only set the value if the profile didn't have a value yet, "Add" to add another value to the list or "Sum" to add a numerical value to the value in the profile.

Export goals

Export goals allow you to export data from BlueConic to Adobe Marketo Engage. To do this, complete the steps that are outlined in the goal.

1. Select a BlueConic segment to export profile data from

Select the segment that contains the profiles that are allowed to be exported. Only identifiable profiles that are part of this segment will be exported.

  

In the top right-hand corner, the number of profiles available for the export appears.

profiles.png

This number shows how many profiles meet the conditions for the selected segment (for example, they have an email address and gave required consent for an objective) and therefore are available for the export. BlueConic tries to export only the profiles that have changed since the last export. This number of profiles exported may be lower than the number displayed here. 

2. Link identifiers between BlueConic and Marketo Engage

Select the BlueConic profile property (designated as unique identifier) that has to match the Marketo Engage lead's email address.

 

If there are multiple leads in Marketo Engage that share the same email address, only the last updated lead will be matched. All other duplicates will be ignored.

You can optionally allow the creation of a new lead (when no match can be found) in step 4. 

3. Map BlueConic data to Marketo Engage

This is where you determine how BlueConic profile information will be mapped to Marketo Engage. Note that the logo before the entry field is a clickable menu where you can select the type of data you want to export: the BlueConic profile identifier of the profile, the associated segments (click the text to select only a couple instead of all), a profile property, all viewed interactions, permission level, or a text value.

Export-map-associated-segs.png

On the Marketo Engage side, pick the field that the value should be mapped to:

 

Add as many mapping rules as you require by clicking the [Add mapping] button.

4. Optionally create new Marketo Engage leads

In step 2, you determined how BlueConic profiles will be matched to Marketo Engage leads. If no match can be found, you can allow BlueConic to create a new Marketo Engage lead by activating the checkbox in this step.

 

5. Optional: Assign leads to Marketo Engage lists

Matched or created leads based of profiles in the segment can optionally be assigned to Marketo Engage lists.

BlueConic can also be allowed to keep list membership in sync with segment membership by removing leads from Marketo Engage lists when they are no longer in the selected BlueConic segment. Activate the checkbox if you want this.

Privacy management

Connections can be added to Objectives, allowing for privacy management of the information that is being picked up. A connection will only process the profiles of visitors who have consented to at least one of the objectives that the connection is linked to.