Overview

The Folloze + Marketo Connector enables you to integrate prospect and customer engagement activities into Marketo for enhanced attribution reporting and lead tracking. This integration allows you to leverage Folloze engagement data within your existing Marketo workflows.

What You'll Accomplish

• Track prospect engagement through Folloze activities in Marketo

• Sync lead data bidirectionally between platforms

• Associate visitors with Marketo programs automatically

• Enable Marketo Munchkin tracking on Folloze boards

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Setup Process Overview

The integration setup involves three main phases:

1. Marketo Configuration - Set up API access, custom activities, and programs

2. Folloze Company Admin Configuration - Configure the connector settings

3. Folloze Board Configuration - Enable integration on specific boards

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Phase 1: Marketo Admin Configuration

Step 1: Create API Access for Folloze

1.1 Create API Only User Role and User

1. Create an API Only User Role

2. Create an API Only User

Step 2: Create Folloze Custom Activity

2.1 Set Up the Base Activity

1. In Marketo, go to Admin > Database Management > Marketo Custom Activities

2. Click New Custom Activity

3. In the Display Name field, enter "Folloze Activity" (API Name will auto-populate)

4. In the Filter field, enter "Performed Folloze Activity"

5. In the Trigger field, enter "Performs Folloze Activity"

6. Click Next

2.2 Add Primary Field

1. In the Name field, enter "Activity Name" (API Name will auto-populate)

2. Click Submit

 

2.3 Add Additional Fields

1. Navigate to the Fields tab and click New Field

 

2. For each of the following fields, set Data Type to "string" and specify these Names (API Names will auto-populate):

   • activityTrackingLink

   • follozeActivityType

   • follozeActivityData

   • follozeBoardId

   • follozeSellerName

   • follozeAssetName

2.4 Approve the Activity

1. Navigate to Marketo Custom Activities tab

2. Click Custom Activity Actions > Approve Activity

 

3. Record the Custom Activity ID that appears after approval

Step 3: Create LaunchPoint Custom Service

1. Navigate to Admin > LaunchPoint

2. Click New > New Service and enter the following details:

   • Name: Folloze

   • Service: Custom

   • Description: REST API

   • API Only User: Choose the API User created above

 

3. Once the service has been created, click View Details

4. Record the Client ID and Client Secret from the modal, then click Close

Step 4: Get Web Services Endpoint and Identity

1. Go to Admin > Web Services > REST API

2. Record the Endpoint and Identity values

 

Step 5: Create Folloze Channels

5.1 Create Folloze Engagement Channel

1. Go to Admin > Tags > New > New Channel

 

2. Enter a Channel name, e.g. "Folloze"

3. Add Visitor, Viewer, Super Viewer, and Clicker to the Status list

4. Set up the Steps/Successes as seen below or as the use case dictates

 

5.2 Create Folloze Webinar Channel

1. Go to Admin > Tags > New > New Channel

2. Enter a Channel name, e.g. "Folloze Webinar"

3. For Applies to, enter "Event with Webinar"

4. In the Status Mapping, change "Attended on Demand" to "Viewed Recording"

5. Set up the Steps/Successes as the use case dictates

Step 6: Create Folloze Programs

6.1 Create Folloze Engagement Program

1. Navigate to Marketing Activities > New > New Program

2. Set the Campaign Folder field to a new Folloze-specific Campaign Folder or an existing Marketing Activity Folder

3. In the Name field, enter "Folloze"

4. Set the Program Type field to "Default"

5. Set the Channel field to the Folloze Channel created above

 

6.2 Create Folloze Webinar Program

1. Navigate to Marketing Activities > New > New Program

2. Set the Campaign Folder field to a new Folloze-specific Campaign Folder or an existing Marketing Activity Folder

3. In the Name field, enter "Folloze Webinar"

4. Set the Program Type field to "Event"

5. Set the Channel field to the Folloze Webinar Channel created above

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Phase 2: Folloze Company Admin Configuration

Required Information from Marketo Setup

Before proceeding, gather this information from your Marketo configuration:

1. Custom Activity ID

2. Client ID

3. Client Secret

4. REST Endpoint

5. Identity Endpoint

6. Engagement Channel Name

7. Engagement Folder Name

8. Webinar Channel Name

9. Webinar Folder Name

Step 1: Connect to Marketo

1. Navigate to Profile > Company Admin > Integrations > Marketo

2. Toggle Connect/Enable Marketo to On

3. Enter your Client ID, Client Secret, REST Endpoint, and Identity Endpoint

Tip: Click Search under your Folder Name to validate that the connection is working (a green success message appears if all the information is correct)

4. To save the Marketo connection settings, click Save at the bottom of the page

Step 2: Enable Connector Features

Sync Data from Folloze to Marketo

Create New Leads

• Yes: Net new leads collected in Folloze are created in Marketo via the Marketo API

• No: Net new leads collected in Folloze are not created in Marketo

Note: Toggle this setting to No when leveraging Marketo Forms. This allows the Marketo Form to control the creation and processing for net new leads.

Update Data for Existing Leads

• Yes: Existing leads collected in Folloze are updated in Marketo via the Marketo API

• No: Existing leads collected in Folloze are not updated in Marketo

Note: Toggle this setting to No when leveraging Marketo Forms. This allows the Marketo Form to control the updates and processing for existing leads.

Include "Lead source" field

• Yes: Existing leads collected in Folloze are updated in Marketo with a lead source = "Folloze API"

• No: Existing leads collected in Folloze are not updated in Marketo with a lead source = "Folloze API"

Associate Leads with Programs

• Yes: When the Folloze Board is configured to report to Marketo, the Connector looks up an existing Marketo Lead based on email address and adds the Lead to the related Marketo Program with the relevant Program Member Status

• No: The Connector does not add the Lead to any Marketo Program. Set this if using non-Folloze Programs where Program association automation is built in Marketo

Enable Reporting for Boards by Programs

• Name: Users can use only a Marketo Program Name

• Name or ID: Users can choose to use either a Marketo Program ID OR a Program Name for reporting

Using a Program ID provides a more reliable and consistent reference, especially for reporting purposes. By default, the system uses the Program Name.

Note: Some Marketo Admin settings affect your organization's Board Settings:

• Program settings: If "Associate leads with programs" is disabled, users cannot configure the "Report visitor status to an Engagement program" and "Report visitor event status to a Webinar program" settings in Board settings

• Activities settings: If "Report prospect activities" is disabled, users cannot configure the "Send visitor activities to Marketo" setting in Board settings

Lead Attributes Mapping

Note: This feature is only relevant when using Folloze Custom Forms. If using Marketo Forms or Folloze Standard Forms, this feature can be ignored.

In cases where Marketo Forms cannot be leveraged on Folloze Boards, custom forms can be created in Folloze to collect relevant information for further processing and routing. When using Folloze custom fields, ensure each field is mapped to the appropriate Lead field in Marketo.

In the Field ID in Marketo column, use the Marketo Field's API Name.

 

Report Prospect Activities

When this setting is toggled to Yes, Folloze Activities are synced to the Marketo Lead's Activity Log as Custom Activity records. Select which Folloze Activities should be reported to the Marketo Lead's activity log by checking the box next to the Activity name. In the Text in Marketo column, define what value should appear in the Marketo Custom Activity's Activity Name field.

Folloze to Marketo Sync Settings

This feature allows tracking engagement and webinar activities.

1. Enter the Custom Activity ID

2. Enter the Engagement Channel and search for the Folder Name

3. Enter the Webinar Channel and search for the Folder Name. Default is "Webinar"

Munchkin Tracking Settings

This feature allows the Connector to drop the Marketo Munchkin on Folloze Boards.

• To all boards: The Munchkin is activated on all boards within the Folloze account

• Allow per board configuration: The Munchkin can be configured at the board level allowing granular control over which boards are Munchkin-enabled

• Do not add: The Marketo Munchkin is not dropped by the Connector on any boards

If the Munchkin is deployed via a tag manager, set to Do not add.

If enabling the Munchkin Script on all boards or on a per board configuration, find the Munchkin ID and set the Munchkin ID field to the value.

Sync Contact Data from Marketo to Folloze

This feature activates Marketo identity matching for the Folloze instance enabling the system to extract lead data from Marketo via an API call based on a lead's Marketo Munchkin ID. This feature makes it possible to convert unknown, anonymous visitors who land on the Folloze board into known leads if they are already known to Marketo.

Note: The Marketo Munchkin must be deployed to the Folloze Boards for this feature to function.

• Yes: The Connector searches Marketo for a matching Lead based on the Munchkin ID based on the API Call Batch Frequency. If a matching Lead is found, the Folloze Lead data is enriched with the Marketo Lead data

• No: The Connector does not search Marketo for a matching Lead

Set the API Call Batch Frequency to determine how often Folloze should search Marketo for known Lead data. When first deploying, it is recommended to set this value at 60 minutes or above to ensure Marketo's API call limits are not hit. As traffic to Folloze Boards stabilizes, reassess the frequency to increase or decrease based on API usage.

Folloze batches up to 300 records in each API call.

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Phase 3: Folloze Board Configuration

Once configured in the Company Admin, the Folloze + Marketo integration must be enabled at the Board level for any board(s) where activities should be reported to Marketo. The Board level configuration can be enabled in a template to ensure that all Boards built from specific templates have the integration enabled.

Configure Board Integration

1. Go to the specific Folloze Board > Settings > Integrations

2. Select the Marketo section

3. To track visitors, enable the Marketo (Munchkin) Tracking ID toggle

4. To report visitor activities to Marketo, enable the Send visitor activities to the Marketo activity log toggle

5. To track visitor statuses, enable the Report Visitor status to an Engagement program toggle:

   • Choose to add a Program name OR a Program ID

   • Enter the Program name or ID, depending on your selection in the textbox

6. To track visitor event statuses, enable the Report visitor event status to a Webinar program toggle:

   • Choose to add a Program name OR a Program ID

   • Enter the Program name or ID, depending on your selection in the textbox

7. Save the settings

Note: If you do not select a program name, but reporting is enabled, Folloze attempts to create a program in Marketo with the same name as the Folloze board (Webinar programs will be created with a "Webinar |" prefix.

You will only have a choice to add a Program ID, if your Admin has enabled this setting in the Company Admin Integration Settings.

Finding Marketo Program ID

To find the Marketo Program ID, follow these steps in Marketo:

1. Log in to Marketo

2. Navigate to Marketing Activities

3. Select the Program you're interested in

4. Look at the URL in your browser's address bar. It will look something like this: https://<instance>.marketo.com/#PG1234A1

In this example, the Program ID is 1234.

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Considerations for the Folloze + Marketo Connector

1. Internal Domain Filtering: To maintain Marketo's API call limit and prevent the creation of dirty data in Marketo, the Folloze-Marketo API integration does NOT pass activities or create/update lead information for internal leads (e.g. if your domain is Folloze.com, the API integration will not pass over information for emails @folloze.com)

2. API Call Management: Since Marketo has a daily API call limit, it is important to configure the integration to sync the data points that matter the most

3. Activity Selection: One of the important considerations is which Folloze activities to sync with Marketo. For example, "email send" activity is likely to generate a large volume of calls, as there will be one API call to Marketo per lead who is sent an email

4. Best Practice: The rule of thumb is to sync high value activities such as CTA, gated form and item view to Marketo

5. Duplicate Handling: If your Marketo person database contains duplicate email addresses, Folloze may be unable to update program member status for those records