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 lead interaction with a board, their engagement status is automatically updated. For board engagement, Folloze uses four standard statuses: Visitor, Viewer, Super Viewer, and Clicker. These statuses are required in the program definition and are supported through a dedicated Folloze channel.

    In addition, when Zoom or Simulive events are hosted on Live Boards, Folloze can report to webinar-type programs in Marketo. In this case, three event-specific statuses are used: Registered, Attended, and Viewed Recording.

  • 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.

Key Use-Case	Integration Features Needed	Example Campaign
Inbound - Display Ads linking to a Folloze Board	Munchkin Tracking Marketo Form	Use personalized display ads to promote a high value asset like an analyst report or an industry survey. Ad clickers land on a Folloze board, which is tracked by Marketo and has a Marketo form gating your promoted asset. Now you have everything you need to initiate a targeted follow-up email campaign to form submitters. Check out our Micro-Playboox on Conversion for more inspiration.
Outbound - Nurture email campaign to target accounts	Campaign Links Munchkin Tracking Marketo Form	Deploy a personalized email campaign promoting a special offer to accounts that schedule a product demo. Using a Campaign Link, direct leads to view a Folloze board, which contains compelling content about your product and a Marketo form, allowing leads to schedule a demo request directly from Folloze. Leads who submit the demo request exit the nurture campaign, while leads who engage with content on the Folloze board (tracked by Marketo via Munchkin tracking) are sent additional nurture emails from Marketo.
Multi-channel campaign utilizing social, display ads and nurture emails	API Integration Campaign Links Munchkin Tracking Marketo Forms	Execute a robust multi-channel Resource Center campaign, with rich content available for consumption at every stage of the buyer’s journey. Use social and display to drive unknown leads to the resource center, with a Marketo form available for leads to request contact. On the email side, use campaign links to send known leads to down-funnel content. Then utilize the Custom Activities (which are created by the Marketo-Folloze API integration), to trigger follow-up campaigns based on content consumption or trigger routing to ADRs/SDRs for leads that have taken specific actions or consumed certain pieces of content. Check out the Folloze Campaign Follow Up Process for more inspiration.