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Marketo

Written by Tara Warnock

Introduction

Enlyft is your fully integrated Account Insights provider for Marketo. With the Enlyft solution you can:

  • Use Enlyft’s Sales Intelligence data to better prioritize and qualify your accounts, quickly research prospects before outreach and engage through relevant, personalized communication.

  • Integrate Enlyft data directly into Marketo, including company details, buying intent signals, software & hardware technology stacks, and more.

  • Access all account lists redeemed on Enlyft in Marketo.

  • Enrich existing and new leads in Marketo automatically and in real time.

  • Leverage Enlyft data to build optimized sales/marketing workflows, lead scoring, reporting, and more.

  • Get up and running in minutes without the pain of manual API integration or difficult manual setup.

  • And more!

Integration prerequisites

  1. Active Enlyft subscription

    Note: CRM integrations are available only for select plans. Please contact us at [email protected] to learn more.

  2. Admin user access to the Enlyft application

    Note: Only users with Administrator privileges in Enlyft can set up the Marketo integration. For any of the other roles, contact your plan Admin to set you up. If you do not know who your admin is, contact Enlyft support. To check your role, visit https://app.enlyft.com/settings/profile.

  3. Marketo Admin privileges

  4. Role and User are set up in Market with the necessary permissions (see Appendix)

Installation

  1. Visit https://app.enlyft.com/integrations/

  2. Find the Marketo integration, and click on Connect.

  3. Provide the necessary information to connect with your Marketo instance

For Instance URL:

  1. Visit your Admin page

  2. Visit Web Services link

  3. Copy the REST API endpoint

  4. Paste into the Enlyft field without the “rest” ending of the URL. Make sure to retain the forward slash at the end of the URL.

For Client ID and Client Secret:

  1. Visit LaunchPoint page

  2. Click on New, then on New Service

  3. Enter a name for the new service, e.g. “Enlyft REST Service”

  4. In the “Service” drop down, select “Custom”

  5. Enter a description for the new service, e.g. “Enlyft REST Service”

  6. In the “API Only User” field, select the relevant API user

  7. Once saved, click on View Details for the user

  8. Copy the Client ID and Client Secret into the relevant Enlyft fields

You are done! The Enlyft solution has now been successfully installed in your Marketo environment.

Configuration in Enlyft

Step 1 - Decide which solution to use

If you have multiple solutions within Enlyft, select the one you want to sync with Marketo.

Step 2 - Enable/Disable automatic Enrichment

  • Enlyft Accounts will be exported as Marketo Accounts and Enlyft Contacts will be exported as Marketo Contacts.

  • Automatic Enrichment can be enabled or disabled for Accounts and Contacts.

Step 3 - Field Mapping

This feature allows you to decide which Account or Contact properties (i.e. fields) you want to push each individual Enlyft data attribute. You can select any of the default or custom Marketo fields, including the ones created by Enlyft.

Account Field Mapping

Contact Field Mapping

Exporting Accounts and Contacts from Account Insights page

Exporting an Account: Click on Export.

Any Enlyft account will be imported as an Account record in Marketo. If another record with the same website exists, Enlyft will not create a duplicate record. Instead, Enlyft will enrich the existing record based on your field mapping preferences.

Exporting a Contact: Click on Export.

  • With Contact exports, an associated Account record is also created in Marketo.

  • If another record with the same email exists, Enlyft will not create a duplicate record. Instead, Enlyft will enrich the existing record based on your field mapping preferences.

Additional setup for configuring Webhooks is required in Marketo. Please reach out to us for further steps.

Appendix

How to create role for API access

  1. Visit Admin, then click on Users & Roles under the Security section

  2. Visit Roles tab and click on New role, or edit an existing role you prefer using for the API only user (below)

  3. Enter the necessary information

  4. Select the necessary permissions; Ensure the following under Access API are checked:

    1. Read-Write Company

    2. Read-Write Person

    3. Read-Write Schema Custom Field

    4. Read-Write Schema Standard Field

  5. Save the new role

How to create API Only User

  1. Visit Admin, then click on Users & Roles under the Security section

  2. Click on Invite New User, or edit an existing user your prefer using for the API access

  3. Enter the necessary information

  4. Select the role with the necessary permissions from above section

  5. Select the “API only” checkbox

  6. Save the new user

How to create custom fields

  1. Visit Admin, then click on Field Management under the Database Management section

  2. Click on “Field Actions”, then “New Custom Field”

  3. From the “Object“ drop down, select “Person“

  4. From the “Type“ drop down, select “String“

  5. Select desired values for “Name“ and “API Name” fields

  6. That’s it. The custom fields are created.

How to create a webhook connection

Webhooks are necessary for real-time inbound lead enrichment of your records.

  1. Visit Admin, then click on Webhooks under Integration section

  2. Click on “New Webhook”

  3. Enter the following required values in the relevant fields:

URL

https://api.enlyft.com/v1/webhook/marketo

Request Type

POST

Token

{“email”: {lead.Email Address:default=edit me}}}

Request Token Encoding

JSON

Response type

JSON

4. Provide desired values for name and description

5. Once the webhook is created, create a custom header

  1. Set Content-Type as application/json

  2. Set X-Enlyft-Api-Token as the API key which your CS representative has provided you

Next, you need to associate the webhook with the campaign

  1. Visit Marketing Activities

  2. Click on New, then on Create New Smart Campaign

  3. Provide the desired values and save the campaign

  4. Click on the desired campaign and visit the Flow page

  5. In the search bar on the left, select Call Webhook

  6. From the Webhook drop down field, select the relevant Enlyft webhook you created above

  7. Lastly, define the relevant trigger for the webhook from the Smart List tab

Setting up a webhook for the sync request in Marketo:(Only Applicable for Enterprise Subscriptions)

Segmentation field overloading:

Possible values:

A. ‘dead’ – website dead/unreachable

B. ‘parked’ – website reachable but is a hosted page (e.g., godaddy hosted site)

C. ‘no_enlyft_data’ – Not in Enlyft DB

D. <segmentation score> – Actual value for segmentation score

  1. Go to the Admin area.

  2. Click Webhooks.

  3. Click New Webhook.

  4. Name and configure your Webhook.

    Enter the below details and then click ‘CREATE’

    • URL: Enter the URL as: https://api.enlyft.com/v1/webhook/marketo/sync

    • Request Type: Select the HTTP method to use as POST.

    • Template: click Insert Token, and enter below in ‘Token’
      {"email": {{lead.Email Address:default=edit me}}}

    • Request Token Encoding: Select JSON.

    • Response type: Select JSON.

  5. Edit Custom Headers.


    Add below headers and click ‘SAVE’.
    ​
    Content-Type – application/json
    X-Enlyft-Api-Token – actual_api_token_value_here


    ​

  6. Edit Response Mappings.


    Attribute: data[0].recommendation
    Marketo Field: enlyftRecommendation

    Add mapping as shown and click ‘SAVE’

  7. Select Webhook to use under Flow/Campaign.

Done. Webhook configuration is completed!

Add a New Person and it will be enriched with Segmentation score according to one of the Overloading options.

For questions or support, please contact your Customer Success manager or email us at [email protected].

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