Setting up Marketo for Episerver

The Marketo® add-onA plug-in or module, developed by Episerver or its partners, to extend the capabilities of Episerver. Add-ons are available from the Episerver Add-on Store inside Episerver. automatically exports form data from your website to your Marketo account database by mapping Episerver form fields to Marketo database fields. For information about other Episerver add-ons, see Episerver Connect for Marketing Automation.

You need a separate license to install Episerver Connect for Marketing Automation with Marketo into the Episerver user interface or into your Visual Studio environment. Also, you can use only one marketing automation product at a time. See Episerver World for details about installation and configuration.

You can watch the following demonstration video, Personalizing content with Episerver and the Marketo database. Click the title of the video to open it in a new browser window. (2:55 minutes) See also Personalizing content.

  1. Log into the Episerver site and establish a connection with Marketo.
    1. Open the global menuA group of options that appears in the uppermost part of the user interface when logged in. The global menu displays products and systems integrated with your website. It also displays links to the user guide and user settings, and to a global search. See the User interface topic for further information. and click Marketo. The Marketo configuration settings screen appears.
    2. Enter the following information.

      REST authentication

      • Endpoint URL. Instance of Marketo used by the organization.
      • Client ID. ID for authentication provided by Marketo.
      • Client secret. ID for authentication provided by Marketo.

      SOAP authentication

      • Endpoint URL. Instance of Marketo used by the organization.
      • User ID. ID for authentication provided by Marketo.
      • Encryption key. ID for authentication provided by Marketo.

      Web tracking code. Custom tracking script from Marketo to be injected to the pages to track visitors.

    3. Click Save.
  2. Select CMS > Edit to access pages on your website. You can create a new form to a block or a page (depending on your configuration). The following instructions describe creating a form in a new block.
  3. On a page, create a form in Episerver and connect to Marketo. See Using forms (Legacy).
  4. Click Browse next to the Form field. The Select Form screen appears.
  5. Select Marketo Database from the Folder drop-down menu at the top of the dialog box. The dialog box contents change.
  6. Click Create to start a new form. The Edit form screen appears.
    • Name of form. Give the form a name.
    • Form folder. Engage DB: [0] Marketo Database is the only value available.
    • Page shown after the form has been sent. Choose an existing page to display when a visitor submits the form.
    • Form can be sent without logging in. Enable to let the visitor submit the form without having login credentials.
    • Same person can send the form several times. Enable this to permit multiple form submissions.
  7. Select Table Layout > Add Row for as many fields as you want to display on the form.
  8. From the Form Fields tab, select a row and select the type of field that you want. The Properties pane appears. The following image shows a Text box selected to create a field for an email address.

    1. The Name field in the Properties pane lists the Marketo database fields to which you map the field on your form. For example, email to Email, First Name to FirstName, Last Name to LastName, and so on.

      You must have one field mapped to the Marketo email database field; other fields are optional. You can map 1 Episerver form field to only one Marketo field. For example, you cannot map both Episerver email1 and email2 fields to the Marketo Email database field.

    2. If a field requires validation, select the validation type from the Validate as field. For example, a zip code should be positive integers only; you do not want the visitor to specify text.
    3. Repeat this step for each field on the form. Be sure to add a Submit button so the contact information gets sent to the Marketo database.
  9. Click Save and Close. The new form appears in the Select Form screen.
  10. Select the form and click Use to add the form to a page or a block.

Retrieving 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.

Personalizing the form using a block

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

You can personalize a form to show only to a selected group of people. The following image shows personalizing a form to show only for people in the Swedish profiles visitor group. For more information about creating a visitor group and displaying information based on a visitor group, see Personalizing content and Visitor groups.

Personalization using dynamic content

Personalize using dynamic content as follows:

  1. Create or edit a page in Episerver CMS.
  2. Add a piece of existing Adding dynamic content in the rich-text editor area of the page.
  3. Select to edit the dynamic content. In Type, click Personalized Content.
  4. Select a form. In Folder:/, select the Marketo database.
  5. Drag a field into Drop fields here area, for example, Country.
  6. Click OK to insert the dynamic content to the rich-text editor.
  7. Save your changes.

Creating a visitor group for a Marketo form

The Marketo add-on integrates Marketo web tracking to Episerver’s personalization engine by identifying a visitor via the _mkto_trk cookie.

The following sets of visitor group criteria let you personalize your website content in Episerver CMS:

  • Profile. Identifies a visitor against metadata stored in Marketo.
  • Scoring Model. Identifies a visitor based on scores against specific Marketo scoring models.

When you set up criteria in a visitor group, the fields do not automatically populate with values. You must supply these yourself. Ensure that a field you create matches the type of field from the connector provider.

To create a visitor group, you can combine criteria, such as a geographic location and the scoring model criteria in Marketo. See Visitor groups for information about creating visitor groups.

Defining visitor groups for Marketo forms

Profile criteria

  1. Create a form block and a form.
  2. Save the form to a folder in the Marketo database.
  3. Drag the form block to the page in your campaign or program, and publish it at the appropriate time.
  4. In Episerver CMS > Visitor Groups, create a visitor group using the Profile criteria. In this example, the desired visitors for the campaign or program have a profile containing Sweden in the Country column. A contact with this value is added to the Marketo database.

Scoring model criteria

Marketo uses a simple scoring model of the total score for a contact (called Lead Score), which you can change by a flow action in a smart campaign.

  1. In Episerver CMS > Visitor Groups, create a visitor group using the Scoring Model criteria.
  2. Create a form block and a form.
  3. Save the form to a folder in the Marketo database.
  4. Drag the form block to the page in your campaign or program, and publish it at the appropriate time.

    When a contact has entered a specific form field, Marketo adds a value to its database, (determined by the scoring model you set up, such as Scoring001_Score= 10).

    You can combine the Profile and Scoring Model criteria to select, such as visitors from Sweden with a total score over 10.

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Episerver User Guide 16-8 | Released: 2016-11-14 | © Episerver 2016 | Send feedback to us