Folloze-Marketo Integration Overview

Getting Started

Wondering how to get started integrating Folloze with Marketo? This document will walk you through the four key features that the Folloze-Marketo integration provides as well as recommendations on how to utilize those features to deploy content-rich campaigns powered by Marketo and Folloze. Some benefits of the integration are:

• Attribution & analytics - create new leads in Marketo, assign program member status based on level of engagement in Folloze, and push both to an associated campaign in CRM to support attribution and reporting across multiple touchpoints.
• Triggered campaigns - initiate Marketo campaigns/programs based on activities performed in Folloze. Example: create a Marketo nurture campaign based on CTA clicks performed in Folloze
• Sales insights - share with sales teams key engagement activities from Folloze, such as content consumption or CTA click. Example: notify sales on leads that have engaged with 3 or more assets. Read on to see more examples.

Key Features 

There are four key features in the Folloze-Marketo integration that can be used independently or in combination to best support your organizations’ use-cases. These features fall into two groups in terms of data flow: 1) Marketo to Folloze and  2) Folloze to Marketo. 

           Illustration 1: Folloze-Marketo integration points

Marketo to Folloze

• Campaign Links: The campaign link is the main way to pass data from Marketo to Folloze and can be used whenever you are linking to a Folloze board in a Marketo email. The campaign link adds Marketo tokens to the standard Folloze board URL, which enables Folloze to capture lead email address, first name, last name, company and associated salesperson, if populated. These attributes can then be used in Folloze for personalization and improved reporting. Learn more about how to set up a campaign link. 

Folloze to Marketo

• Munchkin Tracking: You likely already have Marketo’s Munchkin tracking script on your website. Now you can extend Marketo’s web visit tracking capabilities to Folloze boards. By populating your Munchkin ID on a Folloze board, you’re effectively placing your Munchkin script on that board, allowing Marketo to capture web visits for any URLs generated by the board. Learn more about how to add your Munchkin ID to a board.
• Marketo forms: Embedding a Marketo form on a Folloze board is a simple and effective way to capture lead information within both systems. Marketo captures the submission data in the same way that it would capture a standard form submit, but Folloze also receives the lead data (name and email address) for reporting and follow-up campaigns. Learn more about how to add Marketo forms to your Folloze instance.
• API Integration: The Folloze-Marketo API integration is a robust interface that allows for creation of custom activities in Marketo, lead creation/update, and program member association. Check out of Marketo-Folloze setup guide, or read on to learn more about each feature of the API Integration:
• • New lead/person creation - Folloze creates new leads/people in Marketo if they do not yet exist in Marketo. The creation is performed based on the data existent about the lead - both for inbound and outbound flow (see below).
  • Add leads to the program and update their status - each board can be mapped to a Marketo program. Upon interaction of a lead with a board, their engagement status changes. There are 4 basic statuses for board engagement: Visitor, Viewer, Super Viewer, and Clicker. Please note that Folloze requires those statuses in the program definition and has its own channel for program creation. 
  • Report custom activities - Each activity in Folloze can be reported to Marketo as an individual custom activity record (see custom activity data structure here). This allows you to get complete activity insights in Marketo. The 7 activities reported are: email send (for Folloze emails), email open (for Folloze emails), Board View, Item View, CTA Click, Gating form fill, and Board Share. 
    

See below how utilizing the API integration, campaign links and forms can work together to support seamless lead flow in both inbound and outbound motions.

Typical inbound and outbound lead interaction flow between Folloze and Marketo

Example Campaigns

Are you ready to start integrating Folloze with Marketo? Since all four integration features can work independently, you have the option to choose what is best for your organization based on how you use Folloze. Start by determining what is your most common use-case and consider choosing one of the following combinations of features to best support that use-case.