Marketo connector (CMS 12)

  • Updated

The Optimizely Digital Experience Platform (DXP) contains many features to support you in your daily work. Depending on how your solution is set up, some features described in this documentation may not be available.

The Marketo® connector add-on automatically exports form data from your website to your Marketo account database by mapping Optimizely form fields to Marketo database fields. For information about other database connector add-ons, see Marketing Automation.

Set up Optimizely forms with Marketo

The Forms Marketing Automation Integration (MAI) connector lets you connect Optimizely form fields to a Marketo database. See also Marketing Automation.

A developer must install the Forms Marketing Automation connector and the Marketo connector. 

  1. In the app selector, select Addons > Marketing Automation.
  2. Click Create. The Add connector view displays.
  3. Select Marketo from the list of available connectors. The Marketo configuration settings screen displays.


    You can have multiple instances of the same connector. For example, if you have marketing teams in separate regions, you can have more than one Marketo connector, such as Marketo - Europe, Marketo - US, and Marketo - APAC.

  4. Enter the Connector Name, Endpoint URL, Client ID, and Client secret associated with your Marketo account.
  5. Optional: Specify a list of Workspaces that filter lists fetched from Marketo and displayed in the Data sources drop-down list on the form Mappings tab. If no value is specified, all the lists are fetched.
  6. For Multiple submissions in same session, select Create new entity or Update previously created entity.
  7. Click Save.
  8. Create a form on a page.
  9. Click All Properties on the form.
  10. Open the Mappings tab.
  11. Select the database to which you map the form fields from the MA System Database drop-down field. (Each database in the list can have different fields.)
  12. Click Publish.
  13. On the form, select Edit from a form field's context menu.
  14. Open the Extra field mappings tab. The database option that you selected earlier displays.
  15. Enable the database option and open the associated drop-down list to see the available fields. For example, if your form has a Text field that was configured to capture an email address:
    1. Edit the email text field.
    2. Select the Extra field mappings tab.
    3. Select Lead from the drop-down list to map the Marketo database field to the Email field on the form.

    Image: Mapping a Marketo database field to a form field

  16. Repeat steps 13 through 15 for as many fields as you want to map.
  17. Click Publish.

To test the mapping, go to your form on a published page, fill in and submit the form, and then go to your Digital Experience Hub (DXH) connector provider to verify that the user is added to the appropriate database (Marketo Leads).

Associate a lead to a campaign

To associate a lead to a campaign:

  1. Add a Hidden Predefined value field to your form and use the campaign ID as the Predefined value.

    Image: Add Hidden predefined value

  2. Map the value to the Marketo-Campaign_Id on the Extra field mappings tab.

    Image: Map value in Extra field mappings tab

Retrieve contact data

When a visitor submits the form, the data is sent to the Marketo database. To see who submitted the form, go to Marketo > Lead Database > All Leads and select the contact list.

Personalize the form using a block

You can personalize and target messages based on profile information collected through the Marketo integration. You can apply personalization to forms and blocks. Mailings are managed within Marketo.

Video tutorial: Personalizing content with Optimizely and Marketo. (2:56 minutes) See also Set up audiences with personalization.

You can personalize a form to show only to a selected group. For information about creating a visitor group and displaying information based on a visitor group, see Audiences.

  1. From the context menu on the form on the page, select Personalize. The Large content area dialog box displays.

    Image: Marketo connector form, Personalize

  2. Click Everyone and select a visitor group from the list. The following image shows personalizing the form to show only for people in the VIP visitor group.

    Image: Marketo connector form, personalized group

To create a visitor group for a Marketo form, see Create a visitor group for an MAI connector form.