What This Is
The Marketo integration connects Propensity to your Marketo instance. Prepare Marketo, save your credentials in Propensity, activate the connection, select the Integration User, and validate the fields before enabling the sync.
Propensity sends the contact’s warmth to the Propensity Intent Level field and the latest available warmth reason to Propensity Recent Engagement. It also sends contact and account scores, intent topics, and buying-group role where available.
You can also enable supported Marketo engagement imports into Propensity. Campaign syncs can return recent activities and membership updates from the configured program. Connected-website syncs return recent activities for people successfully synced in that run. This is a separate setting from sending contacts to Marketo.
When To Use This
Use this integration when your team uses Marketo for marketing automation and wants to send Propensity contacts and related information to Marketo, with the option to import Marketo engagement data into Propensity.
Requirements
- A Marketo administrator to create the API-only user and Custom Service in LaunchPoint
- A Propensity workspace Admin to enter the connection credentials and configure CRM Sync Settings
- The Marketo REST API Endpoint, Identity Endpoint, Client ID, and Client Secret
- The custom Marketo Person fields that Propensity uses, which Propensity can create for you (see Step 5)
Step 1: Prepare Marketo
A Marketo administrator should:
- Create or identify an API-only user with access to the people, activities, programs, and lists Propensity will use. Also give the role used by this user the Read-Write Schema Custom Field permission, which Propensity needs to create the custom Marketo fields in Step 5
- In Marketo, go to Admin -> Integration -> LaunchPoint, create a Custom Service for Propensity, and assign that API-only user to it
- Select View Details on the Custom Service and copy the Client ID and Client Secret
- Go to Admin -> Integration -> Web Services and copy the REST API Endpoint (typically https://123-ABC-456.mktorest.com/rest) and the Identity Endpoint (typically https://123-ABC-456.mktorest.com/identity)
Step 2: Add the Credentials to Propensity
A Propensity workspace administrator should:
- Go to Workspace Settings -> My Workspaces, then select Actions -> Edit for your workspace and find the Marketo section
- Enter all four values: Marketo REST Endpoint (the REST API Endpoint you copied), Marketo Identity URL (the Identity Endpoint you copied), Marketo Client Id, and Marketo Client Secret
- Select Save
All four values are required, and they must be saved before anyone can grant access to Marketo in Step 3. After you save, the Client Id and Client Secret are hidden. To replace one, select Edit next to it. If you leave a field unchanged, Propensity keeps its current value.
Step 3: Activate the Connection
- Go to Workspace Settings and select the Connections tab
- Find Marketo and select Add Marketo Credentials
- Confirm that the Marketo connection is active
Users with an active Marketo connection can be selected as the Integration User in the Marketo sync settings.
Step 4: Select the Integration User
In Propensity:
- Open Marketo Website Sync Settings from CRM Sync Settings or from the campaign you want to configure.
- Select the Propensity user whose active Marketo connection will be used for syncing. Only users with an active Marketo connection are listed.
- Keep Autosync off while completing the field setup
- Save the Integration User and any required sync settings before proceeding.
Step 5: Set Up and Validate the Marketo Fields
Propensity stores the information it sends in custom Person fields in Marketo. Set these up before your first sync.
- In Marketo Sync Settings, select Validate Field Mapping
- Select Marketo Setup. Propensity creates only missing custom fields and leaves existing fields untouched, so you can run setup again.
- Review the setup results for any creation errors, then select Check Against Marketo and resolve validation errors before enabling Autosync.
Marketo Setup requires the Read-Write Schema Custom Field permission described in Step 1.
All mapped Propensity custom fields must exist and be writable, including those not marked “required” in the mapping table. Missing or read-only custom fields block syncing. Unavailable standard fields used only when creating people produce warnings and are omitted.
Step 6: Configure and Enable the Sync
Shared Settings
Integration User: the Propensity user whose active Marketo connection is used for syncing.
Autosync: sends eligible Propensity people to Marketo on the selected schedule. Enable it after field validation passes.
Return Marketo Engagement Data to Propensity: enables supported activity imports for linked Marketo people. Campaign syncs can also import membership updates from the configured program. See Engagement Data Returned to Propensity below.
Email Validation Statuses To Sync: All, Valid, Unknown, and/or Invalid. Selecting All includes every status.
Auto-Sync Time (UTC): choose the scheduled time in UTC. Convert your desired local time to UTC when configuring Autosync.
Sync Type: All Accounts or Selected Accounts. All Accounts includes accounts within the eligible source population for this sync; it does not select every contact in the workspace. For Selected Accounts, use Select Accounts to save your account selection.
Create Missing Marketo People: off by default. When enabled, Propensity can create a person only when no Marketo Person ID is retained and the email matches no existing Marketo person. Available standard fields, such as name, company, job title, phone, and location, are populated on creation and are not rewritten for existing people.
Validate Field Mapping: checks that the mapped fields exist and are writable.
Connected-Website Settings
Default Static List: optional static-list destination for people successfully synced through your connected website.
Default Program and Default Program Member Status: optional program destination and membership status for connected-website people. Select both the program and its member status to activate people in that program.
Campaign Settings
Warmth Levels To Sync: All, Hot, Warm, and/or Cold. These filters apply to contacts using the campaign’s configured warmth model.
Only Sync Claimed Contacts: limits syncing to contacts claimed by an owner in Leads Manager.
Activation Type: None, Static List, or Program.
Marketo Static List, Marketo Program, and Program Member Status: select the destination appropriate to your Activation Type. For Program, select the program and its member status.
Select Save when you are done.
Engagement Data Returned to Propensity
Supported activities include webpage visits, link clicks, form submissions, email deliveries, email opens, email clicks, Interesting Moments, and program-status changes.
Campaign engagement imports use linked Marketo people from the campaign’s active buying circles. The normal lookback begins at the campaign start date, capped at the most recent 30 days. Membership updates are imported from the configured Marketo Program.
Connected-website engagement imports use people successfully synced in that run and the most recent 30 days of supported activities. This path does not import program membership.
The engagement-return setting is separate from outbound syncing. It does not import the entire Marketo database or all historical activity.
Step 7: Verify the Sync
After a sync completes, check a synced person in Marketo for their Propensity fields and, where configured, static-list or program membership.
Propensity Intent Level contains the contact’s warmth, such as Hot, Warm, or Cold. Propensity Recent Engagement contains the latest available warmth reason.
Important Notes
- All four connection fields (REST Endpoint, Identity URL, Client Id, and Client Secret) are required. Propensity reports the connection as incomplete if any are missing.
- Create Missing Marketo People is off by default.
- All mapped Propensity custom fields must exist and be writable before contacts can sync. Use Validate Field Mapping to check them (see Step 5).
- Sending contacts to Marketo and returning Marketo engagement data to Propensity are separate settings.
- Propensity excludes Unsubscribed, Marketing Suspended, Email Invalid, Black Listed, Lead Source, Original Source Type, and Original Source Info from outbound writes. It reads some of these fields without changing them.
Troubleshooting
Connection details are incomplete
Have a Propensity workspace Admin confirm that the REST Endpoint, Identity URL, Client Id, and Client Secret are saved for the correct workspace.
No Integration User appears
Confirm that the intended user has an active Marketo connection in the same Propensity workspace.
Field creation returns access denied
Have your Marketo administrator check the API role’s Read-Write Schema Custom Field permission.
Field validation fails
Review the named missing or read-only fields. Run Marketo Setup for missing custom fields and have your Marketo administrator resolve fields that are not writable.
Static List or Program options are empty
Review the warning displayed above the settings and have your Marketo administrator verify the API user’s access to those assets.
A contact is not syncing
Check the account selection and email-validation filters. For a campaign, also check warmth and claimed-contact filters. Propensity checks a saved Marketo Person ID first, then email. Multiple email matches are sent for review rather than choosing a person automatically. Unmatched people are not created when Create Missing Marketo People is off.
Still need help?
If the issue persists, send Propensity Support the workspace name, campaign name or connected-website context, affected contact email or Marketo Person ID, and exact error or screenshot.