Marketo: Integration Tutorial

1.  Installation Prerequisites

Before beginning your Marketo installation, please ensure the following prerequisites have been met:

• Your Leadspace Ideal Customer Profile has been reviewed by Leadspace and adapted specifically for the Marketo integration.
• You have Admin Permissions on your Marketo system.
• You have sent your Marketo SOAP API data to [email protected] (within “Admin Settings”, select “Integration” and then “Web Services”):

 

2.  Field Customization for Leadspace Enriched Data

a) Create fields for Leadspace data on your Marketo instance

 

• Go to Admin => Field Management => New Custom Field
• See naming conventions in the table below.
• If you also are using Salesforce.com, we recommend that you create some, if not all, of your Salesforce fields in Marketo as well.

 

• Set textual fields to type string (NOT text)
• Name your LS Custom field in the following format: "LS <field name>"
• When complete, click Create.  

 

Marketo API Field Name	Marketo Friendly Label	Marketo Field Type
* LSStatus	LS Status	String
* LSUpdated	LS Enrichment Date	Datetime
** LSID	LSID	String
** LSTitle	LS Title	String
** LSLeadJobFunctions	LS Lead Job Functions	Text area
** LSLeadEmail	LS Lead Email	Email
** LSLeadPhone	LS Lead Phone	Phone
** LSVerified	LS Verified	String
** LSVerificationSource	LS Verification Source	String
** LSLeadScore	LS Lead Score	String/Score/Float
** LSLeadLevel	LS Lead Level	String
** LSLeadCountry	LS Lead Country	String
** LSLeadDepartment	LS Lead Department	String
** LSOriginalEmailVerification	LS Original Email Verification	String
LSFirstName	LS First Name	String
LSLastName	LS Last Name	String
LSCompany	LS Company	String
LSCompany-OriginalInput	LS Company - Original Input	String
**LSCompanyScore	LS Company Score	String/Score/Float
**LSLeadCity	LS Lead City	String
**LSLeadState	LS Lead State	String
**LSLeadProductsandTechnologies	LS Lead Products and Technologies	Text area
LSLeadLinkedinProfile	LS Lead Linkedin Profile	URL
**LSCompanyIndustry	LS Company Industry	String
**LSCompanySubIndustry	LS Company Sub Industry	String
**LSCompanySize	LS Company Size	Integer
LSCompanyDescription	LS Company Description	Text area
**LSCompanySize-Range	LS Company Size - Range	String
**LSCompanyRevenue	LS Company Revenue	Currency* (if not USD, select Float)
LSCompanyRevenueRange	LS Company Revenue Range	String
**LSCompanyCountry	LS Company Country	String
**LSCompanyState	LS Company State	String
LSCompanyCity	LS Company City	String
LSCompanyStreet	LS Company Street	String
LSCompanyZipcode	LS Company Zipcode	String
LSCompanyPhone	LS Company Phone	Phone
LSCompanyWebsite	LS Company Website	URL
**LSCompanyProductsTechnologies	LS Company Products and Technologies	Text area
LSSIC-Primary	LS Company SIC Code	Text
LSNAIC-Primary	LS Company NAICS Code	Text

 

*Mandatory field

**Highly recommended field 

The following fields will be available for customers who use Site Level Matching service:

Input\Output	Leadspace Field Name	Type
output	LS DU Company City	text
output	LS DU Company Country	text
output	LS DU Company Name	text
output	LS DU Company Phone	text
output	LS DU Company Revenue	numeric
output	LS DU Company Revenue Range	text
output	LS DU Company State	text
output	LS DU Company Street	text
output	LS DU Company Website	text
output	LS DU Company Zipcode	text
output	LS DU Company Size	numeric
output	LS DU Company Size Range	text
output	LS DU Primary NAICS	text
output	LS DU Primary SIC	Text
output	LS GU Company City	text
output	LS GU Company Country	text
output	LS GU Company Name	text
output	LS GU Company Phone	text
output	LS GU Company Revenue	numeric
output	LS GU Company Revenue Range	text
output	LS GU Company State	text
output	LS GU Company Street	text
output	LS GU Company Website	text
output	LS GU Company Zipcode	text
output	LS GU Company Size	numeric
output	LS GU Company SizeRange	text
output	LS GU Primary NAICS	text
output	LS GU Primary SIC	text
output	LS Site Company City	text
output	LS Site Company Country	text
output	LS Site Company Name	text
output	LS Site Company Phone	text
output	LS Site Company Revenue	numeric
output	LS Site Company RevenueRange	text
output	LS Site Company State	text
output	LS Site Company Street	text
output	LS Site Company Website	text
output	LS Site Company Zipcode	text
output	LS Site Company Size	numeric
output	LS Site Company Size Range	text
output	LS Site Primary NAICS	text
output	LS Site Primary SIC	text
output	DU LS ID	text
output	GU LS ID	text
output	LS Site ID	text

• Once created, please send a report of your field layout to [email protected]

*Please note - Leadspace will overwrite all data when mapped to a field.  To avoid overriding existing data, we recommend creating a set of Leadspace designated custom fields.

3.  Installing Leadspace for Marketo

a) Create a Leadspace Webhook

• Go to Admin => Integration => Webhooks

• Set the Webhook name as “Leadspace Enrichment”.
• Insert the following URL to the URL textbox:

https://api01.leadspace.com:9443/ui/ext2/projects.json?fields=id&api=marketo&company={{company.Company Name:default=}}&update={{lead.LSUpdated:default=}}&jobTitle={{lead.Job Title:default=}}&index={{system.munchkinId}}_{{lead.id:default=}}

If you use custom fields for Company Name and/or Job Title please contact [email protected]

• Go to the Response Mappings section below and add the “LSStatus” and “LSUpdated” fields:

• • If you use default fields for First Name, Last Name, Email, Company Website and Company Phone, insert the following link to the “Template” field (be sure to insert the token Leadspace provided you in “Leadspace Token Here”):

  data={"type":"Spotlighting","name":"Spotlight Marketo","externalId":{{lead.id:default=}},"firstName":{{lead.First Name:default=}},"lastName":{{lead.Last Name:default=}},"email":{{lead.Email Address:default=}},"companyWebsite":{{company.Website:default=}},"api":"Marketo","enrichStatus":{{lead.LS Status:default=}},"sourceType":"Api","companyCountry":{{company.Billing Country:default=}},"companyState":{{company.Billing State:default=}},"companyCity":{{company.Billing City:default=}}}

  
  
  

  

• Set Request Token Encoding and Response Type to “JSON”.
  
  
  

 

Setting up a trigger for Leadspace enrichment

• Open Marketo “Marketing Activities”.
  
  
  
  
•  Open “Enrichment New Leads”, choose “New” and then “New Smart Campaign”.
  
  
  
  
• Choose the program and campaign name (example below).
  
  
  
  To enrich on demand every lead you wish with Leadspace data, drag the “Campaign is Requested” trigger onto the “Smart List” tab main screen.
  
  

  

• Next, drag the “Call Webhook” trigger onto the “Flow” tab main screen and choose the Leadspace webhook you created above, “Leadspace Enrichment”. 
  
  

 

• Activate the campaign in the “Schedule” tab by clicking the “Activate” button.
  
  
  
  
• Once you have completed these steps, contact [email protected] to receive your Leadspace token.
• In addition to enriching new leads, additional Leadspace triggers can be set for:
  a) Incoming leads that are missing specific data fields (Email address, Title, etc.)
  b) Incoming leads that received a high behavioral score
  c) Incoming leads from specific accounts (e.g. Fortune 100)
  d) Incoming leads that inquired about a specific product line
  e) And more
  
  If you wish to have a thorough discussion regarding additional triggers, please contact [email protected], and our integration experts will be happy to assist you.

What’s next?
After installing Leadspace for Marketo, every new lead can now be verified, enriched, segmented and scored by Leadspace. This capability opens up new opportunities for you to optimize the way you manage your leads and your pipeline to supply your sales organization with accurate and highly targeted leads.

For best practices, you can follow this guide - 

Pushing Leadspace Company Data From Contacts To Accounts