Integrating Marketo in Drift Email
To connect to Marketo on Drift Email, navigate to app.siftrock.com > settings > integrations where you will connect your account.
If you've previously connected with Marketo and want to ensure everything is working correctly, you can hit the test button on the same page.
Technical Marketo steps
After your integration is connected, you'll want to create an API user with read-write access in Marketo. For step by step instructions on how to do this, check out this handy help doc that we created.
Your Marketo admin will need to allow access to bulk lead export API. This should be done on the Marketo end and will not affect your Marketo or Drift Email billing. For further info on this, check out this Marketo doc.
Building your Marketo lists
Once you've created the role with proper permissions, you'll want to build your Marketo segmentation. This is where you will suppress any contacts who you do not want to receive your communications. (Current customers, for example.)
Your audience list can be a static or active list.
If you’re doing a nurture/abandoned chat campaign, a common suppression would be anything with the tag customer or bad lead. This is entirely dependent on how you’ve been labeling your contacts and leads, but we’re happy to discuss best practices for your specific use case.
Depending on the type of email campaign, you may want to add lists based on the bot responses. For example, if you’re sending out an abandoned chat campaign with the call to action being reply to speak to a BDR, you can create a Marketo list for hot leads (yes responses) and a list for not interested (no responses). We have this help doc for further information on how to do this if you need some help.
To recap, you will create the following lists in Marketo
- Audience list - who will be enrolled in the campaign and receive the emails
- Yes list - anyone who replies with positive intent will be added to this list
- No list - anyone who replies with negative intent will be added to this list
- Other list - anyone whose reply isn't positive or negative will be added to this list
Depending on the type of campaign you are running, you may want to update a specific Marketo field based on the response to your email.
The following Drift Email fields are available for mapping:
- Company domain
- Date of reply
- Email subject
- First date from reply body
- Last date from reply body, source email address
- Quality of contact
- Sender email address
- Sender first name
- Sender last name
- Siftrock reply type
- Siftrock url
- Text from the reply
One final thing...
API Calls to Marketo
Drift Email can optionally utilize the Marketo API for the following actions:
1: Updating contact records:
- Updating or mapping new field values.
- Adding to Lists.
2: Pulling contact lists for outbound sending.
Drift leverages the bulk/batch endpoints to minimize the total number of API calls to Marketo. We send updates in batches (up to 15 contact updates per single API call) every 10 minutes. Should we run into an error with Marketo, we will wait one hour before trying again.