Marketo Jobs (at Event Level)

This topic describes the pre-built jobs for integration with the Marketo marketing platform, accessible from the Connectors page, which you access from Plan > Configure > Connectors in an event. (See that topic for a full explanation of connectors.)

These jobs are provided in Certain as working examples for more advanced integrations. They use the field mappings from the Marketo plugin for your account, as configured by your system administrator in Account Settings > Implementation > Plugins.

The Connectors Guide (including Marketo Jobs) is a PDF document describing and illustrating the Connectors pages and these jobs.

The Marketo Integration Best Practices PDF document outlines some best practices in synchronizing leads and triggering campaigns in Marketo.

Note: There is a second Connectors page at the account level, Account Settings > Implementation > Connectors, for Administrators to run account-level jobs, such as importing leads into the account as profiles, which are not described in this topic. (They can also run the event-level jobs described below, in a selected event, from the same page.)

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Marketo Jobs

Any fields described for a job below are those that are specific to that particular job.

All jobs have a set of standard fields, which are described in the Plan > Configure > Connectors  help topic.

These are the jobs available on Plan > Configure > Connectors if you select Marketo as the target Application.
(For that to be available,
Marketo must be selected under the Integration Module heading on Plan > Configure > Options > Functional Areas Needed by This Event.)

1. Import Marketo Leads as Registrations

2. Trigger Marketo Campaign

3. Create or Update Leads in Marketo

4. Upload Engagement Metrics to Marketo

5. Upload Interest Metrics to Marketo

1. Import Marketo Leads as Registrations

Specify a static list of leads from Marketo, to import those leads into Certain as registrations and profile records.

If a Certain profile does not exist for a lead (based on email address or Marketo ID), then a new profile is created.
If a Certain profile does already exist for a lead (based on email address or Marketo ID), then the registration is associated with that profile.

Play (icon) Video: Import Marketo Leads as Registrations (2 min.)

Job-Specific Fields:

2. Trigger Marketo Campaign

Specify a Marketo campaign (via its Marketo Campaign ID) to be triggered by a Registration Status change in Certain for that lead (from Invited to Pre-Registered, for example). A sample trigger would be to update the campaign progression status in Marketo to Registered.

See Marketo Screenshots for this job for screenshots illustrating the Marketo side.

Note: This job includes an option to 'Run Create/Update Marketo Leads every time this job runs'. This eliminates the need to create staggered 'Create or Update Leads' jobs.

Play (icon) Video: Trigger Marketo Campaign (2 min.)

What unique identifiers are used to trigger a campaign in Marketo?

When a lead is imported* from Marketo, the Marketo ID is placed in the Certain External Profile ID field, and the Source of Profile is set to Marketo.

      *(It may have been imported via the Import Marketo Leads as Registrations job—see above, or the Import Marketo Leads as Profiles job—see Account Settings > Implementation > Job Monitoring.)

The same Certain fields are updated by the Create or Update Leads in Marketo job described next.

If those fields are populated, the Trigger Marketo Campaign job uses them. If they’re not populated, then the job finds or creates the matching lead in Marketo, and updates the Certain record.

3. Create or Update Leads in Marketo

Select one or more Registration Statuses, for the job to create new Marketo leads and update existing ones (matched on email address) from event registrations of that status.

Play (icon) Video: Create or Update Leads in Marketo (1.5 min.)

The job does the following three things:

A) Creates new leads in Marketo for any registrations where:

1. External Profile ID is blank, or Source of Profile is Import, and

2. Registration Status is one of the ones entered, and

3. there is no Marketo lead with the same email address.

B) Updates an existing Marketo lead where:

1. External Profile ID is blank, or Source of Profile is Marketo, Import, or blank, and

2. Registration Status is one of the ones entered, and

3. the Marketo lead has the same email address.

Note that any blank fields in Certain do not affect the equivalent fields in Marketo, since blank fields are not sent to Marketo.

C) Updates the profile in Certain, setting its External Profile ID to the Marketo ID, and its Source of Profile to Marketo.

4. Upload Engagement Metrics to Marketo

Upload numbers and ratings of attendees' sessions and appointments from Certain to Marketo, where they inform behavioral scoring.

See the PDF document, Interest and Engagement Metrics with Certain and Marketo, for full details.

Note: This job and the Upload Interest Metrics job described below require two custom objects to be set up in your instance of Marketo. To organize that, you contact your account rep at Marketo to request setup instructions for custom CertainEngagementMetrics and CertainInterestPoints objects, complete that form, and email it to services@marketo.com.

This job uploads the metrics listed below to the CertainEngagementMetrics object. Some of them require one or more of the following modules to be enabled for the event (in Plan > Configure > Options), as noted against each metric:

Engagement Metric

Modules Required

1. Number of Sessions Registered

Agenda Module, or
Speaker and Session Management

2. Number of Sessions Attended

Agenda Module, or
Speaker and Session Management

3. Average Session Rating

Event Views and/or Certain Mobile

4. Number of SSA Appointments

SSA (Self-Scheduled Appointments)

5. Number of Matched Appointments

Appointment Matching

6. Number of Appointments Scheduled

(= total, i.e. both Matched and SSA)

Appointment Matching and/or SSA

7. Number of Appointments Attended

(= total, i.e. both Matched and SSA)

Appointment Matching and/or SSA

8. Average Appointment Rating Received

(Appointment Matching and/or SSA)
and (Mobile or Event Views)

9. Average Appointment Rating Given

(Appointment Matching and/or SSA)
and (Mobile or Event Views)

5. Upload Interest Metrics to Marketo

Upload interest-based metrics per account-level tag assigned to agenda items or sessions for which the attendee is registered in the event, using the numbers of points assigned to those agenda items or sessions

You specify whether to include agenda items (or sessions if Speaker and Session Management is enabled for the event) with an Agenda/Session Status of Registered and/or Attended.

See the PDF document, Interest and Engagement Metrics with Certain and Marketo, for full details.

Note: This job and the Upload Engagement Statistics job described above require two custom objects to be set up in your instance of Marketo. See the note under that job above.

Information Sent

This job sends the following information to the Marketo CertainInterestPoints custom object, for all registrations in the event that meet the registration criteria listed below:

 

Certain Field Marketo Field
•  Event Name •  Program Name
•  Tag Name •  Interest
•  Agenda/Session Points •  Interest Points

 

Registration Criteria

Information is sent for registrations that meet the following criteria:

  • Registration is marked as Complete

  • Registration is Active (not deleted)

  • Registration has an Accepted or Pending registration status (it is not cancelled or denied)

  • Agenda Item or Session status is Registered or Attended, depending on which you selected when submitting the job.

 

Example of an Interest Metrics job

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