Episerver Marketo

Setting up Episerver forms with Marketo

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

An administrator must install the EPiServer.Marketing.Automation.Forms and EPiServer.MarketingAutomationIntegration.Marketo NuGet packages to use the Marketo connector.

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.
   —Image: Configuring the Marketo connector—

   

2. Enter the information associated with your Marketo account and click Save.
3. Create a form on a page.
4. Click All Properties on the form.
5. Open the Mappings tab.
6. 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 a different set of fields.)
7. Click Publish.
8. On the form, select Edit from a form field's context menu.
9. Open the Extra field mappings tab. The database option that you selected earlier appears.
10. Enable the database option and open the associated drop-down to see the fields it has available. 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 Email 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—

    

11. Repeat steps 8 through 10 for as many fields that you want to map.
12. Click Publish.

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

Associating 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—

   

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

   

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 to forms and blocks. 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 Visitor groups.

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 also: 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.