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: Adobe 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.

Recognizing users in BlueConic and Marketo Engage

Adobe 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 Adobe Marketo Engage connection to create a new connection.

    The Adobe Marketo Engage connection page opens. You can expand or collapse the metadata fields (favorite, labels, and description) by clicking the gray + or -.
  4. In the metadata section you can choose whether to get email notifications when the connection runs or fails to run.
  5. Enter a name for your connection and Save your settings.

Set up and run

In the left sidebar, click Set up and run to configure your account details to allow BlueConic to connect to the Adobe 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.

Store the Marketo Lead ID: Select a BlueConic profile property to store the Marketo Lead ID. BlueConic will retrieve the Marketo Lead ID from the Marketo cookie when a visitor is online. Storing the Lead ID lets you match identifiers using the Marketo Lead ID, instead of the email address in Step 2 of your import and export goals.

Adobe-Marketo-Engage-Connection-matching-identifier-LeadID.png

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.

Marketo-exchange-data.png

Import goals

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

  1. Select Adobe 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.
    Select-Marketo-Lists.png
    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.
  2. Link identifiers between Adobe 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 either "Lead ID" or "Email Address", but you can select any other profile property (designated as unique identifier) that you would like to see matched.
    BlueConic-Marketo-match-by-Lead-ID.png
  3. Map Adobe Marketo Engage data to BlueConicHere 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.Map-Marketo-Data.png
  4. Save your settings and run the connection.

Setting 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 exportedBlueConic-customer-segmentation.png
    In the top right-hand corner, the number of profiles available for the export appears. 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 Adobe Marketo Engage.
    Select the BlueConic profile property (designated as unique identifier) that has to match a Marketo Engage identifier such as the Lead ID.
    BlueConic-export-Marketo-match-by-Lead-ID.png
    If there are multiple leads in Marketo Engage that share the same identifier, 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 Adobe 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, associated BlueConic lifecycles, all viewed interactions, permission level, or a text value.
    export-BlueConic-data-to-Marketo.png
    On the Marketo Engage side, pick the field that the value should be mapped to:
    Map-BlueConic-data-to-Marketo.png
    Add as many mapping rules as you require by clicking the [Add mapping] button.
  4. Optional: Assign leads to Adobe Marketo Engage lists.
    Matched or created leads based of profiles in the segment can optionally be assigned to Marketo Engage lists.
    Assign-BlueConic-leads-to-Marketo-Lists.png
    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 "Remove leads..." checkbox to do this.
  5. Select whether to count Marketo events to lifecycle stage thresholds.
    If this export goal is included in a BlueConic lifecycle that has a stage threshold, selewhether Marketo events should be counted. You can choose whether to count email clicks or opens toward the lifecycle stage threshold.
    Count-Marketo-Events-to-Lifecycle-Stage-Threshold.png
  6. Save your settings and run the connection.
    See Scheduling connections for details.

Using Marketo Connections with BlueConic Lifecycles

You can add Adobe Marketo Engage export goals as touchpoints in BlueConic Lifecycles. Here are some key points to keep in mind:

  • Exporting Lifecycle stage information to Marketo: When you add a Marketo export goal to a BlueConic Lifecycle, you can use that export goal to send a list of profiles that attain a certain lifecycle stage along their customer journeys and use this information for targeted emails. You can also use lifecycle stage information to create new audiences or segments outside of BlueConic, for example.
  • Setting Lifecycle stage restrictions: You can restrict a connection goal to export only the profiles that are currently part of a certain lifecycle stage.
  • Setting thresholds on marketing touchpoints: You can use lifecycle stage thresholds to limit campaign pressure on customer profiles in a certain lifecycle stage. For example, you can make sure a customer is exposed to only 3 marketing touchpoints per week, per month, or per quarter during a particular stage on their customer journey. You can choose whether to count Marketo email opens or clicks toward Lifecycle stage thresholds.

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.