Marketo Overview and Setup Instructions

The Socedo Marketo integration gives you the ability to build powerful engagement campaigns, nurture programs and/or marketing workflows with your social leads from Socedo. Marketo is an extremely powerful tool for modern marketing and our integration is designed to make it even better. Not only does the Socedo Marketo integration give you the ability to easily follow up with your social leads, Socedo also appends social activity to their lead profiles giving you valuable data points for automated campaigns, sophisticated nurture programs and lead scoring. You can customize which leads are exported on a daily basis and how they integrate into your Marketo instance.

Integration Requirements
In order to integrate Socedo with Marketo you must meet the following requirements:
⦁ A Socedo account (only premium & enterprise will sync nightly by default)
⦁ A Standard or higher edition of Marketo1

Step 1: Create an API Role and User in Marketo

  1. Navigate to the Marketo Admin Portal
  2. Click on Users & Roles on the left panel
  3. Create a new Role with the following settingsRoleName: API Role  Permissions: Access API
  4. Create a new User with the following SettingsFirst Name: API Last Name: User Email: [email protected] Roles and Workspaces: API Role

Step 2: Create a Client service in Marketo

  1. Click on LaunchPoint in the left panel
  2. Create a new service with the following settingsDisplay Name: Socedo Service: Custom API Only User: [email protected]

Step 3: Enter the Necessary Credentials into your Socedo Account

  1. Click “view details” on your new service
  2. Copy and store your Client Id and Client Secret
  3. Click on Web Services in the left panel and copy & store your REST API Endpoint
  4. Navigate to the Export page within Socedo
    • click “Connect a Marketo Instance” to display the credential form.
    • Enter the REST API endpoint (from c above) into the Endpoint URL box
    • Enter the Client Id and Client Secret (from part b) into the respective boxes and once again click “Connect a Marketo Instance”

A success notification will appear if we were able to connect to your Marketo instance. If an error notification appears, make sure your credentials are correct and try again

Step 4: One-time Setup in Socedo

After successfully saving your Marketo credentials the page will refresh and the marketo configuration widget will be open. If the widget is not open, click the cog icon in the top right corner. Here you can customize your Marketo integration settings to best fit your business needs (Picture below).

You can configure Socedo to export specific types of leads. The options are:
Approved leads: This includes all prospects that have been approved in Socedo.
Followers-only: This includes only leads that followed you after being approved.
Export Organic Leads: These are leads that have naturally engaged with your brand on Twitter. (Feature only available in Premium and Enterprise Plans).
Export Leads with Email Only: Only export leads that Socedo found an email for.
You can also select how to export your leads:
Create new or duplicate: Socedo will always create a new lead. If a lead with the same email exists in your Marketo instance, a duplicate will be created.
Create or update: Will create new leads or overwrite data for leads with matching emails.

After reviewing and editing your configurations click “Save” to either initiate sample sync if you have matching leads or enable the sync for when you generate some.5

Step 5: Sample Sync and Marketo Configuration

  • Once you have customized your configuration (Section 3.4) Socedo will attempt to upload a sample of leads to your Marketo instance to ensure lead data is flowing properly. If you have lead data that matches your configuration, Socedo will upload this data within a few hours. If not, it will be uploaded within 24 hours of when you first generate those matching leads. After the first set of leads is uploaded, you will be notified via email so you can review the leads in Marketo. This email will also contain any action items regarding your pricing plan within Socedo and information about taking advantage of historical leads. Socedo will automatically sync on a daily basis from this point on unless you disconnect your Marketo account within the Marketo settings pane.
  • Congrats, you have successfully integrated your Socedo account with Marketo! If you have any questions please contact support from anywhere in the app, or check the FAQ section below.

How It Works

The Marketo Integration for Socedo will sync lead and activity data from Socedo to your Marketo instance on a daily basis. Each night around midnight Pacific Time, Socedo will upload a batch of the day leads according to the configuration you set in the previous section
Socedo Lead to Marketo Lead Data Mapping
Each uploaded lead comes with the following Marketo fields as shown in the table below (fields are omitted if we do not have this information). *Note that Lead Source is always set to “Socedo”

Socedo LabelMarketoFriendly LabelREST API Name
Email AddressEmail Addressemail
Twitter HandleMarketo Social Twitter IdtwitterId
First NameFirst NamefirstName
Last NameLast NamelastName
Lead SourceLead SourceleadSource
Company NameCompany Namecompany
Job TitleJob Titletitle
LinkedIn UrlMarketo Social LinkedIn Profile URLlinkedInProfileURL
GenderMarketo Social Gendergender
Facebook UrlMarketo Social Facebook Profile URLfacebookProfileURL
Approx. Employee CountNum EmployeesnumberOfEmployees
Company WebsiteWebsitewebsite
Company PhoneMain PhonemainPhone

Table 1 Socedo Lead to Marketo Lead Mapping

Socedo Lead Activity to Marketo Lead Activity
Additionally, Socedo will upload any new conversions on leads in your Marketo instance. Marketo’s API currently only allows activities of the type “Shared Content” to be uploaded, so the specific type of conversion that occurred will be included in the “Share Message” field on these activities. The following text descriptions correspond to how Socedo describes each conversion in Marketo:

Socedo Conversion TypeMarketo Share Message
Twitter user Followed you backSocedo: Followed @[Twitter Handle] back
Twitter Direct Message ResponseSocedo: Responded to @[Twitter Handle]’s dm
Twitter Direct Message ClickSocedo: Clicked on @[Twitter Handle]’s dm
Twitter ConvertedSocedo: Converted to @[Twitter Handle]’s

Table 2 Socedo Activity Log Content

The name or handle of the social profile the lead engaged with is included to allow you to plug multiple Socedo accounts into Marketo and attribute leads to their different social profiles.

What if I already have a lead with the same email address in my Lead Database?

Socedo gives you to option to always create a new lead when importing into your Marketo Instance or to update existing leads if they already exist. Assuming you’ve selected the former, we won’t check your lead database before creating a new. Instead if a lead with the same email address exists in your database a duplication will occur and we recommend using Marketo’s built in smart list for identifying possible duplicates. If you’ve selected “create or update” we’ll simply overwrite our data onto the older lead record.

Once you have a list of possible duplicates select those leads you want to merge and click merge, alternatively you can delete the duplicates.

How do I get imported leads into an existing program or campaign?

Since Socedo will import all leads as new leads any existing rules for your campaign’s smart list will automatically be applied to the new leads. If you have specific rules for how leads become part of campaigns, you can ensure your Socedo leads appear in your triggered smart campaign by adding a Lead is Created trigger to your campaign’s smart list with a constraint Lead Source is “Socedo”.

Now whenever a lead is imported from Socedo, it will automatically be added to your campaign.

Similarly for a batch campaign you can add a Lead Attribute filter on Lead Source is Socedo” ensuring all Socedo leads will be included in our list.

You can use similar rules to create a smart campaign specifically for Socedo leads or to exclude Socedo leads from any existing campaigns. To work with these leads use the lead source attribute, which will always be “Socedo” for leads we import, to work with these leads.

How do I change the lead source to something other than “Socedo” for my imported leads?

To change the lead source on imported leads you will need to add a flow action to your smart campaign. Once you have Socedo leads in your campaign’s smart list (see question 2 above) you need to add the Change Data Value flow action and specify Attribute: Lead Source and set your desired new value. You can use similar logic to change or add any specific attributes to Socedo leads to ensure cooperation with your existing infrastructure.

How do I score Socedo leads based on Social Engagements?

Scoring leads based on social engagements is a powerful way to qualify leads. Socedo tracks your engagements with leads as they flow through your funnel. When we sync your leads with Marketo we also append their activities (Followed you back, clicked a link, responded to your DM) as Shared Content to the lead’s activity log.

Once you have Socedo leads in a smart campaign (see FAQ 2 above) navigate to the Smart List view within the campaign. Add the Shares Content trigger (Triggers > Social > Shares Content), specify Share Message: starts with “Socedo: <engagement>”. Refer to Table 2: Socedo Activity Log Content above for a complete list of activities synced with Marketo, as well as the format of each message.

Once you have the trigger set, navigate to the flow tab. Add the Change Score action to the campaign flow, select the desired Score Name and set the Change value to be the amount you want adding to the lead each time the action is triggered.

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