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Use Marketo Data in VWO for Account-Based Marketing

Jash Unadkat
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Feature Availability: This feature is available with VWO Testing and Personalize on Enterprise accounts that have the Data Studio add-on enabled.

This article covers the following:

Overview

Integrating Marketo with VWO enables you to leverage your lead data in Marketo to create highly targeted, personalized campaigns. Marketo lead records contain valuable individual and company attributes. Once you integrate VWO with Marketo, you can import these attributes into VWO’s Data Studio. After importing, you can create custom segments based on these attributes, such as Lead Status, Industry, or custom fields, and deliver highly relevant and practical personalized web experiences.

Unlike other CRM integrations, the Marketo integration typically focuses on the Leads object, which VWO processes and stores in the Contacts view of Data Studio.

Prerequisites

To integrate Marketo CRM with VWO, you must have:

  • An active Marketo account.
  • Data Studio Add-on enabled in your VWO account.
  • Administrator-level access within Marketo to authenticate and grant access to the Leads data object. 
  • You must have Marketo integration enabled in VWO. For more information, see Enabling VWO Marketo Integration.

Configure the Marketo Integration for Personalization

To enable the use of Marketo data for personalization

  1. Log in to your VWO account.
  2. From the left navigation panel, navigate to Configurations > Integrations. 
  3. Search for the Marketo tile and click Manage.
  4. On the Config tab, add your Marketo credentials (Client ID, Client Secret, Munchkin ID) to connect your Marketo account. For more information, refer to Importing Marketo Data in VWO. Once you connect your Marketo account, two checkboxes appear within the Config tab.
  5. Click the Enable use of Marketo data for personalisation checkbox. 
    enable use of marketo.png

After enabling the use of Marketo data for personalization, you must map your Leads data to the attributes in VWO.

Field Mapping and Data Synchronization

To map your Leads data:

  1. Click Map fields for the Leads object.
    map marketo fields.png
  2. Map the Marketo Lead fields (Source) to the corresponding VWO attributes (Target). Ensure crucial identifiers, particularly the Contact Email, are correctly mapped. You can map any Marketo field that contains data you wish to use for segmenting or dynamic personalization.
    map leads column.png
  3. Select Save and sync to initiate the initial transfer of all available Marketo Lead data to VWO Data Studio.

Note:

  • Once you map and sync the data for the first time, Data Studio may take a few minutes to display the data. The total time required for complete data synchronization depends on the volume of data in the HubSpot account, which may result in a longer duration.
  • The data is automatically synced every 24 hours to fetch updated contacts or leads.
  • VWO maps Leads (lead records) into a single unified table called Contacts in Data Studio.
  • Changing the field mapping (adding, removing, or modifying fields) forces a complete re-sync of all data for that object to maintain data integrity.

Once your Marketo data is successfully imported and mapped, you can utilize its attributes to create custom segments for account-based marketing. This allows you to deliver personalized experiences specifically tailored to your target audience.

Verify Marketo Integration

To verify the integration and successful data transfer in VWO Data Studio:

  1. From the navigation panel on the left, navigate to Data360 > Data Studio. 
  2. Select the Contacts tab.
  3. Look for the Marketo Lead records in the Data Studio columns to confirm the data is correctly attributed to the source.
  4. Ensure that the fields you mapped, such as Lead Status and Industry, contain data for the imported records.

Troubleshooting

Issue Possible Cause Recommended Solution
No Marketo data appears in the Accounts view. Marketo does not expose the "Account" object data directly for synchronization. Check the Contacts tab instead. Marketo Lead data is stored here, and company information must be derived from the Lead record attributes.
Connection Test Fails. The Client ID, Client Secret, or Munchkin ID is incorrect. Re-enter the credentials carefully on the Config tab. Ensure there are no leading or trailing spaces.
Field values are outdated. The automatic incremental sync has not yet occurred, or the initial sync is still processing. Wait for the next scheduled sync (typically daily) or manually trigger a sync. When remapping fields, remember that this forces a full resync, which can take time.

FAQs

  • Can VWO push campaign data back to Marketo?
    Yes, the VWO-Marketo integration is two-way. You can import data from Marketo into VWO Data Studio for audience segmentation and personalization, and VWO campaign data can also be pushed back to Marketo. To learn more, see Integrating VWO with Marketo.
  • Do I need Marketo's Web Personalization feature to use this VWO integration? 
    No, the VWO feature relies on data objects accessible via the core Marketo API, which typically includes Leads. VWO Personalization handles the on-site delivery and visitor segmentation.

Need more help?

For further assistance or more information, contact VWO Support.

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