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Informatica® Cloud (Version Spring 2017)

Marketo REST Connector Guide

Informatica Cloud Marketo REST Connector Guide

Version Spring 2017April 2017

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Table of Contents

Preface . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6Informatica Resources. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Informatica Documentation. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Informatica Cloud Web Site. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Informatica Cloud Communities. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Informatica Cloud Marketplace. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

Informatica Cloud Connector Documentation. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

Informatica Knowledge Base. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

Informatica Cloud Trust Site. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

Informatica Global Customer Support. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

Chapter 1: Introduction to Marketo REST Connector. . . . . . . . . . . . . . . . . . . . . . . . . . . . 8Marketo REST Connector Overview. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Marketo Connector Tasks, Object Types, and Task Operations. . . . . . . . . . . . . . . . . . . . . . . . . 9

Introduction to Marketo. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

Marketo REST Connector Example. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Administration of Marketo Connector. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Chapter 2: Marketo REST Connections. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11Marketo REST Connections Overview. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

Marketo REST Connection Properties. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

Chapter 3: Marketo Sources and Targets. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13Marketo Sources. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

Extracting Lead Data by Filter Type. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16

Extracting Lead Data by List ID. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17

Extracting Lead Data by Program ID. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

Changed Data Capture for Lead and Lead Activities . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

Extract Campaign Data. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21

Retrieving Lists. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21

Retrieving Data from Custom Objects . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21

Marketo Targets. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22

Lead. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22

Associate Leads. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24

Merge Leads. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24

Add a Lead to a List. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

Remove a Lead from a List. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

Writing Custom Object Records to Marketo. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

Marketo Restrictions. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

4 Table of Contents

Chapter 4: Data Synchronization Tasks with Marketo. . . . . . . . . . . . . . . . . . . . . . . . . . 27Marketo Sources in Data Synchronization Tasks. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27

Lead Source Properties. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28

LeadActivity Source Object Properties. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29

List Source Properties. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30

Campaign Source Properties. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30

Custom Source Properties . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30

Marketo Source Data Synchronization Example. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31

Marketo Targets in Data Synchronization Tasks. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32

Marketo Target Data Synchronization Example. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33

Chapter 5: Mappings and Mapping Configuration Tasks with Marketo. . . . . . . . . . 35Mappings and Mapping Configuration Tasks with Marketo Overview. . . . . . . . . . . . . . . . . . . . . 35

Marketo Sources in Mappings. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35

Lead Source Properties. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36

LeadActivity Source Object Properties. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38

List Source Properties. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38

Campaign Source Properties. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39

Custom Source Properties . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39

Marketo Targets in Mappings. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39

Marketo Mapping Configuration Task Example. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41

Appendix A: Data Type Reference. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43Data Type Reference Overview. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43

Marketo and Transformation Data Types. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43

Appendix B: Marketo Activity Type Reference. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45

Index. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47

Table of Contents 5

PrefaceThe Informatica Cloud Marketo REST Connector Guide contains information about how to set up and use Marketo REST Connector. The guide explains how organization administrators and business users can use Marketo REST Connector to read data from and write data to Marketo.

Informatica Resources

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6

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The telephone numbers for Informatica Global Customer Support are available from the Informatica web site at https://www.informatica.com/services-and-training/support-services/contact-us.html.

Preface 7

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https://www.informatica.com/services-and-training/support-services/contact-us.html

C H A P T E R 1

Introduction to Marketo REST Connector

This chapter includes the following topics:

• Marketo REST Connector Overview, 8

• Marketo Connector Tasks, Object Types, and Task Operations, 9

• Introduction to Marketo, 9

• Marketo REST Connector Example, 10

• Administration of Marketo Connector, 10

Marketo REST Connector OverviewYou can use Marketo REST Connector to connect to Marketo from Informatica Cloud.

Use Marketo REST Connector to read data from Marketo and integrate data with other applications, databases, and flat files. You can also read data from Marketo or other applications, transform the data, and write data to Marketo. You can use Marketo objects as sources and targets in Data Synchronization tasks, mappings, and Mapping Configuration tasks.

When you run a Data Synchronization task or a Mapping Configuration task, the Secure Agent uses the Marketo Rest API to perform the specified operation and read data from or write data to Marketo.

You can use source objects, such as lead, activity, leadactivity, campaign, or list in a task. The Secure Agent reads the lead, activity, campaign, or list data stored in Marketo. When you write data to Marketo, you specify the Marketo target object in a task. Based on the operation, target object, and the target you specify, you can create leads, merge leads, associate leads, add leads to a list, or remove leads from a list. You can also read records from or write records to custom objects in Marketo.

8

Marketo Connector Tasks, Object Types, and Task Operations

The following table lists the Marketo object types that you can include in Informatica Cloud tasks:

Task Type Object Type

Data Synchronization Source and Target

Mapping Configuration Source and Target

PowerCenter -

The following table lists the objects and task operations that Marketo Connector supports:

Object Read Insert Update Upsert Delete

Lead Yes Yes Yes Yes Yes

Lead Activity Yes No No No No

Activity Yes No No No No

List Yes No No No No

Campaign Yes No No No No

Custom Objects Yes Yes Yes Yes Yes

Introduction to MarketoMarketo is a marketing automation software that you can use to create, automate, and measure campaigns across marketing channels with prospects and customers.

You can use Marketo to stimulate interest of leads in a product or service. Leads are qualified prospects who show buying behavior. You can track and measure the interest that a lead shows in a product or service. Marketo gives you detailed statistics on leads and their activities on Marketo pages, emails, and websites. Marketers gain analytic insights to understand which lead activity results in opportunities. Marketo assets include lists that help you understand which of the leads you want to target with the campaign. You can create a campaign for a specific set of leads from a program that contains all the marketing efforts. A campaign serves a specific goal within a program, and helps you choose a group of leads whose activities you can monitor.

Marketo helps you interact and respond with the targeted leads through dynamically generated and personalized communications in real time, engage the leads, and nurture them into customers. Marketing teams can use Marketo to manage marketing activities across global teams in a single centralized marketing calendar.

Marketo Connector Tasks, Object Types, and Task Operations 9

Marketo REST Connector ExampleYou are a marketing analyst who manages a campaign for a data integration product. You want to get a comprehensive view of prospect interest and engagement in the product. Marketo helps you develop and qualify potential leads.

You use Marketo to create lists that include a group of specific leads whom you can generate interest in the product. Marketo tracks and stores the online activity of leads from email clicks, website visits, engagement programs, and social networking sites where you posted the campaign. Marketo provides a view of the high-score leads in a particular region who visited the data integration campaign website in the last two weeks, leads who registered for an upcoming conference on data integration, or prospects who visited random data integration websites.

You can then configure a Data Synchronization task or Mapping Configuration task to read data from Marketo and write data to a Salesforce system. The sales team can use the data to gain a sales opportunity.

Administration of Marketo ConnectorAs a user, you can use Marketo Connector after the organization administrator performs the following tasks:

• When you upload the connector, provide the name of the connector as Marketo REST.

• Before the Secure Agent uses the REST APIs, create an API user and associate it with the API role. Roles define the API access permissions that govern which APIs you can invoke. Get the client ID and client secret details to generate an access token that the Secure Agent requires for authentication to the Marketo custom service. For more information about the API user, Client ID, and Client Secret, see the following website: http://developers.marketo.com/documentation/rest/custom-serviceFor more information about the Marketo REST APIs, see the following website: http://developers.marketo.com/documentation/rest

10 Chapter 1: Introduction to Marketo REST Connector

http://developers.marketo.com/documentation/rest/custom-service

http://developers.marketo.com/documentation/rest

C H A P T E R 2

Marketo REST ConnectionsThis chapter includes the following topics:

• Marketo REST Connections Overview, 11

• Marketo REST Connection Properties, 11

Marketo REST Connections OverviewCreate a Marketo connection to connect to Marketo so that the Secure Agent can read data from and write data to Marketo. You can specify the Marketo source and target in mappings, Mapping Configuration tasks, or Data Synchronization tasks.

You create a Marketo connection on the Connections page. Use the connection when you create a Data Synchronization task or a Mapping Configuration task.

Marketo REST Connection PropertiesWhen you set up a Marketo REST connection, you must configure the connection properties.

The following table describes the Marketo REST connection properties:

Connection Property

Description

Connection Name Name of the Marketo REST connection.

Description Description of the connection. The description cannot exceed 765 characters.

Type Type of connection. Select the Marketo REST connection.

Runtime Environment

The name of the runtime environment where you want to run the tasks.

client_ID The client ID of the custom service required to generate a valid access token.

client_secret The client secret of the Marketo custom service required to generate a valid access token.

11

Connection Property

Description

grant_type The access permissions for an administrator to invoke the Marketo REST APIs to read data from and write data to Marketo. Marketo supports only the client_credentials grant type.

REST API URL The URL with which the Secure Agent connects to the Marketo REST APIs.The URL has the following format: https://<Host name of the Marketo Rest API Server> .Contact the Marketo Administrator for the REST API URL.

Related Topics:• “Administration of Marketo Connector” on page 10

12 Chapter 2: Marketo REST Connections

C H A P T E R 3

Marketo Sources and TargetsThis chapter includes the following topics:

• Marketo Sources, 13

• Marketo Targets, 22

• Marketo Restrictions, 26

Marketo SourcesWhen you configure a source in a Data Synchronization task or Mapping Configuration task, select the source object to read specific data about that source. Use the source objects to search for leads or lists that contain a group of leads. You can also search for leads in the Marketo database that match a requested activity type for a date and time you specify.

You can use the following source objects in a Data Synchronization task or Mapping Configuration task:Lead

A lead is a contact who shows interest in the product. Use the lead source object in a task and specify the information that you want to read for leads from Marketo. You can retrieve lead information when you specify the filter type, list ID, or program ID in the advanced source properties of a task.

Activity

An activity is the interaction of a lead with an organization, campaign, or product. The activity object retrieves only the metadata for the type of lead activities but does not provide the lead activity information. For example, an activity results when a lead visits a page on a website, downloads a paper, or attends a conference. You can use Marketo to understand the interests of a lead and timely communicate with the lead. A lead can also have multiple activities for a specific program.

When you choose the activity source object in a task, you retrieve the following lead activity metadata:

"id","name","description","primaryAttribute_name","primaryAttribute_dataType","attributes_name","attributes_dataType"For example, a retrieved lead activity includes the following details:

"1","Visit Webpage","User visits a web page","Webpage ID","integer","Webpage URL","string"

Note: To retrieve lead activities, you must specify the lead source object and the corresponding activity type ID in the advanced source properties of a task.

13

List

A list is a collection of leads in Marketo. Marketo contains smart and static lists. A static list is a fixed list of leads, while a smart list is a dynamic collection of leads. Marketo Connector supports only static lists.

You can retrieve list details such as ID, name, description, programName, createdAt, and updatedAt. The list object provides data about the list but not the leads that are present in the list. You can specify filters, such as the list ID, the list name, and the program name to retrieve information for lists associated with a specific program. A marketer uses a program to organize all marketing efforts. If you do not specify a filter, the REST API returns all the lists.

For example, the following table shows a retrieved list:

id name description programName

createdAt updatedAt workspaceName

1113 SalesForceList

2013 Liz - 2013-12-05T18:47:40Z

2015-03-09T19:46:34Z

North America

1114 ZuoraList 2013 MH moni's list upload

2013-12-05T18:47:42Z

2013-12-05T18:49:06Z

North America

Campaign

Campaigns serve a specific goal within a program that contains all the marketing efforts organised from one central location. For example, a program is an email blast, which can record when a lead is sent an email, when the lead opened the email, and whether the lead clicked through a link in the email. In a campaign, you can choose a group of leads from a program to whom you can send the email blast, or notify a sales representative to follow up if a lead clicks through a link within the email blast program.

For example, the following table shows the retrieved campaign details for the specified campaign IDs:

id programName createdAt name description updatedAt workspaceName

1037 Sales Insight - Interesting Moments

2013-11-20T18:23:02Z Contact Me - Corporate - Decentralized and in PRGM

WWW contact me

2013-12-18T00:06:11Z Default

2093 - 2015-09-15T15:44:33Z Sample - 2015-10-13T09:22:17Z Default

2094 - 2015-09-15T16:24:14Z InviteCampaign - 2015-09-15T16:25:46Z Default

LeadActivity

A LeadActivity is a lead who shows interest in the product and the interaction of the lead with the product.

Use the LeadActivity source object in a task to fetch both the lead changes and lead activities from Marketo in one API call. Specify the since data time value in the advanced properties of a task to capture the lead changes. If you specify the since date time along with the activity type IDs, you can fetch the lead activity details.

Custom Objects

A custom object provides the relationship between the Marketo leads and the custom object records. A custom object consists of fixed attributes, such as the object name, description, Marketo lead link field, linked field name, and one or more object specific fields.

14 Chapter 3: Marketo Sources and Targets

You can use custom objects in a task to retrieve a list of custom object data based on the search criteria you specify. The custom objects in Marketo are available as source objects in a Data Synchronization task or Mapping Configuration task. Specify the custom object filter type, custom object filter values, and custom object fields in the advanced properties of a task to capture data from a specific custom object from Marketo.

For example, you want to track the flight reservations booked by a lead.

The following image shows the details of the reservation custom object that you can access from Marketo:

Marketo Sources 15

The following image shows the field attributes of the reservation object that you can access from Marketo:

The following table shows data for a few fields of the reservation custom object that you can retrieve for a lead from Marketo:

createdAt marketoGUID updatedAt pnr TicketNumber

12/4/2015 04:48:00 2cc3a035-4274-4b34-abc3-9338cda7a1e4 12/4/2015 04:48:00 BAF57HG1 1001

12/4/2015 04:48:00 c0d1297d-aacc-4d74-8ac7-89490b36d811 12/4/2015 04:48:00 TAU64GS5 1002

Extracting Lead Data by Filter TypeWhen you configure a Data Synchronization task or Mapping Configuration task to read data from Marketo, you can enter a filter value to filter records that the Secure Agent reads from the source.

You must configure the following properties in the advanced lead source properties in a Data Synchronization task or Mapping Configuration task:

• Filter Field. Specify the field based on which you want to filter specific information about leads.You can specify any one of the following fields:

• id

•cookie

•email


• twitterId

• facebookId

• linkedInId

•sfdcAccountId

•sfdcContactId

•sfdcLeadId

•sfdcLeadOwnerId

•sfdcOpptyId

•custom field

• Filter Values CSV File. Provide the location of the file that contains the comma-separated list of field names on which you want to perform the search.

• Results Batch Size. Specify the number of records you want to retrieve in a single REST call. The maximum limit is 300.

For example, you want to retrieve leads based on their IDs. In the advanced source properties of a task, specify id in the filter field, 8781,8782,8783 as the filter values CSV file, and then provide the following location of the .csv file where the filter values are present: C:\Marketo\FilterValues_Id.csv

You can specify a batch size for reading the filtered email IDs of leads if the number of records are high.

The following table provides the following lead details from the resultant search:

id firstName salutation middleName lastName email phone

8781 Roger N Mr. Brandon Gattis [email protected] 4796464711

8782 Octavio Mr. Linus Gutiérrez [email protected] 5263790289

8787 Eric Mr. Lee Olson [email protected] 701-530-1400

Extracting Lead Data by List IDYou can specify the list ID to retrieve a list containing specific leads.

To retrieve leads from a list, you must configure the following properties in the advanced source properties in a Data Synchronization task or Mapping Configuration task:

• List ID For Leads. Provide the list ID from which you want to extract the leads. You can specify only one list ID.To get the list ID, select the list in Marketo. The list ID appears in the URL for that list.

• Results Batch Size. Specify the number for records you want to retrieve in a single REST call. The maximum limit is 300.

When you run the Data Synchronization task or Mapping Configuration task, all leads from the specified list are retrieved.

For example, specify the list ID for leads as 100 and the batch limit as 300 in the advanced source properties in a task.

Marketo Sources 17

The following table provides the details of the leads retrieved from the list:

id firstName salutation middleName lastName email phone

8781 Roger N Mr. Brandon Gattis [email protected] 4796464711

8782 Octavio Mr. Linus Gutiérrez [email protected] 5263790289

8787 Eric Mr. Lee Olson [email protected] 701-530-1400

Extracting Lead Data by Program IDYou can retrieve leads from a program. You must provide the program ID to retrieve leads from that program.

Configure the following properties in the advanced source properties in a Data Synchronization task or Mapping Configuration task:

• Program ID. Specify the program ID from which you want to extract the leads.

• Results Batch Size. Specify the number for records you want to retrieve in a single REST call. The maximum limit is 300.

When you specify the program ID, you retrieve the following fields of the lead by default: progressionStatus, stream, nurtureCadence, isExhausted, acquiredBy, reachedSuccess, reachedSuccessDate, and membershipDate

Changed Data Capture for Lead and Lead ActivitiesYou can capture lead changes and lead activity changes for a specified date and time, since the last extracted period, or from a specified time period.

To capture changed data for leads, you must map the following fields from the source to the target: activityId, activityDate, activityTypeId, attributeName, attributeValue, and CDCType

To capture changed data for lead activities, you must map the following fields from the source to the target: activityId, activityDate, activityTypeId, primaryAttributeValueId, primaryAttributeValue, attributeName, attributeValue

You can also map other lead fields. However, if any of the lead fields does not involve lead activity changes or lead changes, those fields will not show any values when you run the mapping. Ensure that you do not configure both Since Date Time and Since Last Extract in the same Data Synchronization task or Mapping Configuration task.

Changed Data Capture Since Date TimeYou can capture lead changes or lead activity changes from a specified date and time. Specify lead as the source object in a Data Synchronization task or Mapping Configuration task to capture lead changes or lead activity changes.

Lead Changes

You can retrieve change data values for the lead object. You must map only those fields that show lead changes.

To retrieve lead changes, configure the following advanced source properties in the Data Synchronization task or Mapping Configuration task:

• Since Date Time. Specify the date and time from when you want to retrieve the lead changes.


• Since Last Extract. Set the value to No.

• List ID For Leads. Specify the list ID for leads if you want to retrieve changes for leads from a specific list.

For example, you want to retrieve a list of leads and corresponding emails from a specific list of leads in Marketo that has changed from February 01, 2015. Specify the changed data capture since date time to retrieve the lead changes.

Specify the changed data capture date range in the following format: 2015-02-01T13:22:17-08:00Specify the list ID of leads as 100.

Lead Activities

You can retrieve the activities performed by leads. When you specify an activity type ID and a Since Date Time value, the Data Synchronization task or Mapping Configuration task capture the changes in lead activities from the specified time. Ensure that you do not map any lead fields because the REST call does not retrieve any lead fields.

To retrieve lead activities, configure the following advanced source properties in the Data Synchronization task or Mapping Configuration task:

• Since Date Time. Specify the date and time from when you want to retrieve the lead changes.


• Activity Type ID. Specify the type ID of the activities that you want to retrieve. For example, specify the activity type IDs 12,13 in the advanced source properties to retrieve created and updated lead data.

• List ID For Leads. Specify the list ID for leads if you want to retrieve lead activities from a specific list.

Changed Data Capture for a Specified PeriodYou can provide a start date and end date to capture lead changes or lead activity changes for a specific period. Specify lead or lead activity as the source object in a Data Synchronization task or Mapping Configuration task to capture lead changes or lead activity changes.

Lead Changes

You can retrieve change data values for the lead object. You must map only those fields that show lead changes.

To retrieve lead changes, configure the following advanced source properties in a Data Synchronization task or Mapping Configuration task:

• Start Date. Specify the start date from when you want to retrieve the lead changes.

• End Date. Specify the end date until when you want to retrieve the lead changes.

• Since Date Time. Leave the field blank.



For example, you want to retrieve a list of leads and corresponding emails from a specific list of leads in Marketo that has changed from November 30, 2014 to December 10, 2015. To retrieve the lead changes, specify the list ID of leads as 100. Specify the start date in the following format: 2014-11-30. Specify the end data in the following format: 2015-12-10.

Marketo Sources 19

Lead Activities

You can retrieve the activities performed by leads for a specified time period. When you specify an activity type ID, a start date, and end date in a Data Synchronization task or Mapping Configuration task, the Secure Agent captures the changes in lead activities from the specified period.

To retrieve lead activities, configure the following advanced source properties in a Data Synchronization task or Mapping Configuration task:

• Start Date. Specify the start date from when you want to retrieve the lead activity changes.

• End Date. Specify the end date until when you want to retrieve the lead activity changes.

• Since Date Time. Leave the field blank.


• Activity Type ID. Specify the type ID of the activities that you want to retrieve. For example, specify the activity type IDs 12,13 in the advanced source properties to retrieve created and updated lead data.


Changed Data Capture Since the Last ExtractYou can capture lead changes or lead activity changes since the last extract.

Lead Changes

You can retrieve change data values for the lead object. You must map only those fields that have been changed.

To retrieve lead changes, configure the following advanced source properties in the Data Synchronization task or Mapping Configuration task:

• Since Last Extract. Set the value to Yes.


For example, you can track web page visits for leads from a list in Marketo from February 01, 2015.

Lead Activities

You can retrieve the activities performed by leads. When you specify an activity type ID and a since last extract value, the Data Synchronization task or Mapping Configuration task captures the changes in lead activities since the last extract period. Ensure that you do not map any lead fields because the REST call does not retrieve any lead fields.

To retrieve lead activities, configure the following advanced source properties in the Data Synchronization task or Mapping Configuration task:

• Since Last Extract. Set the value to Yes.

• Activity Type ID. Specify the type ID of the activities that you want to retrieve.



Extract Campaign DataYou can specify the campaign ID or name to retrieve a campaign from Marketo.

To retrieve a campaign, you can configure one or both of the following properties in the advanced source properties in a Data Synchronization task or Mapping Configuration task:

• Campaign ID: Specify the campaign ID for a campaign to retrieve a campaign.

• Campaign Name. Specify the name of the campaign to retrieve a campaign. If you also specify the campaign ID, ensure that you provide the corresponding campaign name for the ID from Marketo.

To retrieve multiple campaigns, specify the campaign IDs and campaign names, each separated with a comma.

Retrieving ListsYou can retrieve lists from Marketo.

To retrieve lists, configure the following advanced list properties in a Data Synchronization task or Mapping Configuration task:

• List ID for List Details. Specify the ID of the list from which you want to retrieve the details.To get the list ID, select the list in Marketo. The list ID appears in the URL for that list.

• List Name. Specify the name of the list.

• Program Name. Specify the name of the program to which the list is associated.

You can specify more than one value for the specified advanced properties separated by a comma.

For example, specify the list ID for list details as 1113,1114 and the list name as SalesForceList,ZuoraList that you want to retrieve.

The following table shows the details of the retrieved list:

id name description programName createdAt updatedAt

1113 SalesForceList 2013 Liz - 2013-12-05T18:47:40Z 2015-03-09T19:46:34Z

1114 ZuoraList 2013 MH moni's list upload 2013-12-05T18:47:42Z 2013-12-05T18:49:06Z

Retrieving Data from Custom ObjectsYou can retrieve data from a custom object in Marketo based on the search criteria you specify in a Data Synchronization task or Mapping Configuration task.

To retrieve custom object records from Marketo, configure the following advanced list properties in a Data Synchronization task or Mapping Configuration task:

• Custom Object Filter Type. Specify the filter type to retrieve the attributes of a custom object. You can specify one of the following filter types:

- idField. The primary key of the custom object in Marketo.

- dedupeFields. List of fields that define the unique row of the custom object in Marketo.Default is dedupeFields.

• Custom Object Filter Values. Specify the location of the .csv file that contains the filter values to retrieve specific custom object fields.

Marketo Sources 21

• Custom Object Fields. Specify the object fields that you want to retrieve. You can specify more than one value for the custom object fields, separated by a comma. If you do not specify the fields, the Secure Agent retrieves all the default fields from Marketo. The default fields retrieved include marketoGuid, dedupeFields, updatedAt, and createdAt.

For example, specify the filter type as dedupeFields and the filter value as E:\Files\FilterValues_DDF_Reservation.csv , which contains the dedupe field values. Specify the custom object fields as createdAt,marketoGUID,updatedAt,pnr,TicketNumber for which you want to retrieve data from a flight reservation custom object.

The following table shows the details of the retrieved list:

createdAt marketoGUID updatedAt pnr TicketNumber

12/4/2015 04:48:00 2cc3a035-4274-4b34-abc3-9338cda7a1e4 12/4/2015 04:48:00 BAF57HG1 1001

12/4/2015 04:48:00 c0d1297d-aacc-4d74-8ac7-89490b36d811 12/4/2015 04:48:00 TAU64GS5 1002

Marketo TargetsWhen you configure a target in a Data Synchronization task or Mapping Configuration task, select the target object to write specific data about that target object.

You can configure target objects to perform the following operations:

• Insert, update, upsert, or delete a lead.

• Associate leads.

• Merge leads.

• Add a lead to a list.

• Remove a lead from a list.

You can also configure a custom object as a target object to write to Marketo.

LeadWhen you configure a lead data object to write to a Marketo target, you can insert, update, upsert, or delete leads in Marketo. To create leads in Marketo, you can use the Standard or Bulk API to insert data.

You can configure the target object to perform the following operations:Insert a lead with the Standard or Bulk API.

Use the Standard API when you want to insert few leads at a time. Use the Bulk API to insert many leads in the Marketo database. The Bulk API processes the leads in a staging directory on the Secure Agent machine. The Secure Agent then inserts the leads in Marketo.

When you configure a task to use the Standard API, you can specify the following properties in the advanced target properties:

• Type of API to be used. Select Standard API. API type is a mandatory parameter.

• Create Duplicate. Set to Yes if you want to add duplicate leads.


• Lookup Field. If there are duplicate leads while adding leads, Marketo uses the default email field from the record to check if there are any duplicate leads. If you do not want to use the email field, specify the lookup field value to find the duplicate leads.

• Success File Directory. The directory for the success file.

• Error File Directory. The directory for the error file.

When you configure a task to use the Bulk API, you can specify the following properties in the advanced target properties:

• Type of API to be used. Select Bulk API. API type is a mandatory parameter.

• Staging Folder for Bulk Load API. The staging directory for the .csv file where you want to write lead data in bulk. The staging directory is a mandatory parameter.

• Partition Name. The partition name in Marketo to which you want to add the lead.

• List ID for Leads. The ID of a list for leads where you want to create the lead.

• Success File Directory. The directory for the success file.

• Error File Directory. The directory for the error file.

Note: If you specify any other field for the standard and bulk API in the target properties, an error appears.

For example, you have source data that contains leads and you want to insert those leads in Marketo.

The following table shows sample data to insert leads to Marketo:

firstName salutation middleName lastName email phone

Renzege Mr Joe Olson [email protected] 9880205707

Micheal Mr Don Kutkinson [email protected] 990355707

Bobslinger Mrs Jack Mario [email protected] 721-530-2000

Renzege Mr Ron Olson [email protected] 9880205678

Select the flat file as the source object and lead as the target object. Create a Data Synchronization task or Mapping Configuration task with the insert operation. Map the incoming fields with the appropriate Marketo fields. When you run the task, the Marketo API inserts the source rows in the Marketo database.

Update a lead.

To update a lead in Marketo, provide the lead details. Map the incoming fields with the appropriate Marketo fields.

You can configure the following advanced target properties to update leads in Marketo:

• Partition Name. You can specify the partition name in Marketo to which you want to update the lead.

• Lookup Field. Specify the lookup field to determine which lead you want to update. When you do not specify a lookup field, Marketo uses email ID as the default lookup field. You can specify any one of the following lookup fields: id, cookie, email, twitterId, facebookId, linkedInId, sfdcAccountId, sfdcContactId, sfdcLeadId, sfdcLeadOwnerId, sfdcOpptyId, or custom field.

Upsert a lead.

You can upsert leads that are not present in Marketo. If the leads are present, the Marketo API updates those leads. Specify the lookup field to determine which lead you want to upsert. If you do not specify a lookup field, Marketo uses email ID as the default lookup field.

Marketo Targets 23

The insert and update configurations are applicable for the upsert operation. You can specify any one of the following lookup fields: id, cookie, email, twitterId, facebookId, linkedInId, sfdcAccountId, sfdcContactId, sfdcLeadId, sfdcLeadOwnerId, sfdcOpptyId, or custom field.

Delete a lead.

You can delete a lead in Marketo. When you map the lead ID from the source field to the target lead ID in the field mapping of a Data Synchronization or Mapping Configuration task, the Marketo API deletes the lead containing that ID in marketo.

Associate LeadsYou can track a lead anonymously by associating the cookie value of the anonymous lead with a known lead and updating that lead in the Marketo database.

For example, you want to synchronize information of an anonymous lead with a known lead to track all activities of the anonymous lead. Create the following flat file source that contains the ID of the known lead and the cookie value of the anonymous lead.

The source file is the following .csv file that you use in a task:

id cookie

6844410 561-HYG-937&token:_mch-marketo.com-1419231564967-41981

When you choose AssociateLead as the target object and the update operation in a task, the REST API updates the known lead with the cookie value of the anonymous lead in the Marketo database and you can track the activities of the anonymous lead.

Merge LeadsYou can merge two leads and update the information for that lead in Marketo.

You must specify the winning lead ID and the losing lead ID. Also, specify if you want to merge the leads in the CRM. When you run the mapping, the Marketo API deletes the losing lead ID and adds the data from the losing lead ID to the winning lead ID. The Marketo API adds the data only if the winning lead ID field does not have any data, but does not overwrite the winning lead ID data.

For example, you have data for similar leads and you want to merge that data. The source is a flat file source that contains the following lead IDs and the value for the merge in Customer Relational Management (mergeinCRM) as TRUE.

You must designate the winning lead and a losing lead with the following convention:

Id, leadid, MergeInCRM

1,2,True

In the flat file, Id is the winning lead column and leadid is the losing lead column.

Choose the flat file as the source and MergeLead as the target object and run the task. The attributes of the winning lead take precedence. In the example, the losing lead ID is 2 and the winning lead ID is 1. The Marketo API deletes the lead with ID 2.


Add a Lead to a ListYou can add a lead to a static list. If the source contains the Lead IDs and the List ID, choose AddLeadToList as the target object in a task. The Secure Agent inserts the leads with those IDs to the list you specify.

Before you add leads to a list, ensure that the lead that you want to add and the list exist in Marketo. To get the list ID from Marketo, select the list you require in Marketo. The list ID appears in the URL for that static list.

For example, when you select a list in Marketo, the URL for the page displays as https://app-<XXX>.marketo.com/#ST1001A1. In this URL, 1001 is the list ID.

The following source file is a sample .csv file that you can use to add leads to a list:

Listid, id

1001, 2

The Marketo API adds the lead with ID 2 to the list with ID 1001.

Remove a Lead from a ListYou can choose RemoveLeadFromList as the target object in a Data Synchronization task when you want to remove a specific lead from a static list. When you run the task, the REST API removes that lead from the list in Marketo.

Before you remove a lead from a list, ensure that both the lead that you want to remove and the list exists in Marketo. When you select a list in Marketo, the list ID appears in the URL for that static list.

The following source file is a sample .csv file that you can use to add leads to a list:

The following source file is a sample .csv file that you can use to remove leads from a list:

Listid, id

1111, 2

The Marketo API removes the lead with ID 2 from the list that contains ID 1111.

Writing Custom Object Records to MarketoYou can insert, update, upsert, or delete custom object records, but not custom objects in Marketo.

You can choose a custom object as the target object in a Data Synchronization task or Mapping Configuration task.

If you choose a Marketo custom object as a target in a task to write data, you cannot write to the createdAt, updatedAt, and MarketoGUID fields of a custom object in Marketo. Marketo creates the following fields, by default, when you add a record to a custom object in Marketo:

• createdAt. Date when the custom object record was created.

• updatedAt. Date when the custom object record was updated.

• MarketoGUID. The Marketo field ID for a record created in a custom object.

To write custom object records to Marketo, you can configure the following advanced target properties in a Data Synchronization task or Mapping Configuration task:

• Custom Custom Object Dedupe Fields. The dedupe fields or ID fields of the custom object in Marketo to which you want to write the record.

• Success File Directory. Specify the directory for the success file.

Marketo Targets 25

• Error File Directory. Specify the directory for the error file.

When you configure an update or delete operation, you can either provide the ID field or the dedupe field of the custom object in Custom Object Dedupe Field of the advanced target properties. The Secure Agent writes the custom object record to the field you specify. If you do not specify a value for the Custom Object Dedupe field, the Secure Agent considers the dedupe field of the custom object in Marketo as the default.

For example, you want to insert records to the reservation custom object in Marketo. Specify the following dedupe field value: pnr, TicketNumber

The following table shows the details of the records that you want to create in Marketo:

arrivalDateTime flightCode pnr fare TicketNumber

7/21/2015 05:30:00 BA-754B1 BAF57HG1 55000 1001

12/29/2014 03:00:00 JA-555S2 BAF57HG1 79000 1002

Marketo RestrictionsConsider the following restrictions from Marketo when you configure source and target objects in Data Synchronization or Mapping Configuration tasks:

• If any of the list ID for List Details value specified in the list source properties is not found in Marketo, the REST API returns only that data that matches the configured properties. The API does not return an error for incorrect list IDs that are not found in Marketo.

• When you read data from Marketo, you cannot make more than 100 API calls in a 20-second window.

• If the mapping in a Data Synchronization task or a Mapping Configuration task contains a large number of source and target fields, the Marketo REST API does not respond. You might encounter an error when the number of fields exceeds 400.

• Ensure that all the fields of the lead data is valid when writing data to Marketo. If any of the lead fields are not valid, the REST API does not create the lead. The Secure Agent does not write the error rows to the error file directory.

• When you configure a task to create duplicate leads in Marketo, you must use the standard API. When you use the bulk API, the Marketo REST API updates the existing leads in Marketo.

• You cannot retrieve the fields that have the date and time value, such as CreatedAt or UpdatedAt, for lead activities and lead changes from Marketo. When you map such fields in Informatica Cloud to retrieve the data, the Secure Agent maps a default value of 01/01/1753 00:00:00 for the CreatedAt and UpdatedAt columns.

• You might observe latency when you use the dedupe fields to update the Lead Link Field, such as email address, for a custom object in Marketo.

• When you use Marketo Connector, you cannot preview lead, lead activity, and custom object records.

• When you configure a task to retrieve campaigns, you cannot retrieve leads associated with campaigns. You also cannot create, update, or delete campaigns.

• Even though you can configure the data filters in a task, the filters do not work.


C H A P T E R 4

Data Synchronization Tasks with Marketo


• Marketo Sources in Data Synchronization Tasks, 27

• Marketo Targets in Data Synchronization Tasks, 32

Marketo Sources in Data Synchronization TasksYou can use a Marketo object as a single source in a Data Synchronization task.

You configure Marketo source properties on the Source page of the Data Synchronization Task wizard.

The following table describes the Marketo source properties:

Property Description

Connection Name of the source connection.

Source Type Select Single.

Source Object Name of the source object. The source objects include lead, activity, list, campaign, leadactivity, and custom objects. You can choose one of the following source objects when you read data from Marketo:- Lead. A contact within a Marketo lead database.- Activity. The interaction of a lead with a product.- List. A collection of leads.- LeadActivity. The interest shown by a lead for a product and the interaction of a lead with the product.- Campaign. A specific purpose and goal within a marketing program tracked in Marketo.- Custom Objects. Custom object records in Marketo.

You need to configure specific advanced properties to use a specific source object in a Data Synchronization task.

27

Lead Source PropertiesYou configure the advanced source properties on the Schedule page of the Data Synchronization Task wizard.

The following table describes the advanced source properties for a lead source object:

Advanced Property

Description

Filter Field The field name to use for filtering leads that you want to read from Marketo. You can specify only one field.Ensure that the data in the field that you specify do not contain null values.

Filter Values CSV File

The location of the .csv file where the filter values are present.Required if you specify the Filter Field value.

Results Batch Size

The number of records that the Secure Agent can read in a batch when there is a large amount of data. The maximum number of records that you can add to a batch is 300.Default is 300.

Partition Name Comma-separated partition names in Marketo from where you want to retrieve leads. Each partition in a Marketo database contains a specific set of leads.

List Id for List Details

Comma-separated list IDs to retrieve the leads that the list contains.Note: The list ID appears on the URL when you select the list in Marketo.

List Id For Leads The list ID for retrieving leads from a specific list.Note: The list ID appears on the URL when you select the list in Marketo.

List Name Comma-separated list names from which you want to retrieve the leads contained in that list.

Program Id Comma-separated program IDs for retrieving leads. When you specify a program ID, you retrieve the following default fields of the lead: progressionStatus, stream, nurtureCadence, isExhausted, acquiredBy, reachedSuccess, reachedSuccessDate, and membershipDate

Program Name Comma-separated program names to retrieve the list details associated with the program.

Activity Type Id Required parameter to retrieve the lead activity changes.Comma-separated activity type IDs in Marketo from which you want to read the lead activity changes.You can configure the following properties:- Specify the Since Date Time or Since Last Extract Time, along with the Activity Type ID, to retrieve the

lead activity changes.- Specify the Since Date Time or Since Last Extract Time, along with the List ID for Leads and Activity

Type ID, to retrieve the lead activity changes from a specified list.

Since Date Time Required parameter with List ID for Leads to retrieve lead changes from a specific list. Required parameter with Activity Type ID and List ID for Leads to retrieve lead activity changes for leads from a specific list.The date and time from which you want to retrieve the lead activities or lead changes. For example, you must specify the date in the following format: 2015-02-01T13:22:17-08:00Ensure that you select No as the value in the Since Last Extract field.

28 Chapter 4: Data Synchronization Tasks with Marketo

Advanced Property

Description

Since Last Extract

Required parameter with List ID for Leads to retrieve lead changes from a specific list. Required parameter with Activity Type ID and List ID for Leads to retrieve lead activity changes for leads from a specific list.Retrieves the lead activities or lead changes from the last extracted date.Select one of the following values:- Yes. Retrieves the lead changes or lead activity changes from the time since the last extract.- No. Does not retrieve the lead changes or lead activity changes since the last extract. If you specify a

value for the Since Date Time, you must select No as the value in the Since Last Extract field.Default is No.Note: If you have multiple tasks that use the since last extract, the Secure Agent overwrites the since last extract value with the latest value from the last task that you run.

Start Date The start date from when you want to retrieve the lead or lead activity changes. For example, you must specify the start date in the following format: 2014-11-30

End Date The end date to when you want to retrieve the lead or lead activity changes. For example, you must specify the start date in the following format: 2015-11-30

LeadActivity Source Object PropertiesYou configure the advanced LeadActivity source properties on the Schedule page of the Data Synchronization Task wizard.


Advanced Property

Description

Activity Type Id

Required parameter to retrieve the lead activity changes.Comma-separated activity type IDs in Marketo from which you want to read the lead activity changes.You can configure the following properties:- Specify the Since Date Time or Since Last Extract Time, along with the Activity Type ID, to retrieve the

lead activity changes.- Specify the Since Date Time or Since Last Extract Time, along with the List ID for Leads and Activity Type

ID, to retrieve the lead activity changes from a specified list.

Since Date Time

Required parameter with List ID for Leads to retrieve lead changes from a specific list. Required parameter with Activity Type ID and List ID for Leads to retrieve lead activity changes for leads from a specific list.The date and time from which you want to retrieve the lead activities or lead changes. For example, you must specify the date in the following format: 2015-02-01T13:22:17-08:00Ensure that you select No as the value in the Since Last Extract field.



Marketo Sources in Data Synchronization Tasks 29

List Source PropertiesYou configure the advanced source properties on the Schedule page of the Data Synchronization Task wizard.

The following table describes the Marketo advanced source properties for a list source object:

Advanced Property

Description


Comma-separated list IDs to retrieve the leads that the list contains. You retrieve the following default fields: ID, name, description, createdAt, and updatedAt.Note: The list ID appears on the URL when you select the list in Marketo.

List Name Comma-separated list names from which you want to retrieve the leads contained in that list. When you specify the list name, you retrieve the following default fields: ID, name, description, createdAt, and updatedAt

Program Name Comma-separated program names to retrieve the list details associated with the program.When you specify the program name, you retrieve the following default fields of the list: ID, name, description, programName, createdAt, and updatedAt

Campaign Source PropertiesYou configure the advanced source properties on the Schedule page of the Data Synchronization Task wizard.

The following table describes the Marketo advanced source properties for a campaign source object:

Advanced Property Description

Campaign ID Comma-separated campaign IDs to retrieve the campaigns from Marketo.

Campaign Name Comma-separated campaign names for retrieving campaigns from Marketo.

Custom Source PropertiesYou configure the advanced custom source properties on the Schedule page of the Data Synchronization Task wizard.



Custom Object Filter Type The field type to use to filter custom objects from Marketo.

Custom Object Filter Values The location of the .csv file that contains the filter values to retrieve specific custom object fields from Marketo. Ensure that each filter value is on a separate line in the .csv file.

Custom Object Fields The names of the custom object fields that you want to retrieve.


Marketo Source Data Synchronization ExampleYou work in the marketing industry, and business analysts in your enterprise need to manage a product campaign. You want to use Marketo to discover leads who show interest in the product. You want to export all the new and updated leads and their corresponding details from Marketo and import that data into a Customer Relationship Management (CRM) system.

You read the lead data by using Informatica Cloud and write that data to a flat file. The marketing team can decide which of the leads they can use to promote the product and convert it into a sales opportunity.

Configure a Data Synchronization task with the insert operation and configure the following objects:

Source

The source object for a Data Synchronization task is a Marketo lead. Use the Marketo connection to connect to Marketo and read data from Marketo. The lead object is a single source in the Data Synchronization task.

Specify the Activity Type IDs as 12,13, where 12 represents leads that were created and 13 represents leads that were edited. Specify the Since Date Time as 2015-08-26T10:00:00+0530 in the advanced source properties of the Data Synchronization task.

Target

Use the .csv file as the target object in the Data Synchronization task. Use the Flat File connection to connect to the flat file. The target includes the Lead ID field.

Mapping

Map the primary fields of the lead source object to the flat file target object.

The following image shows the mapping of the lead source with the flat file target:

When you run the Data Synchronization task, the Secure Agent writes the retrieved lead IDs to the target flat file.

Marketo Sources in Data Synchronization Tasks 31

The Secure Agent retrieves the following data from Marketo and writes that data to the flat file based on the fields you mapped in the Data Synchronization task:

id1172835511728355117283551172835611728356117283561172835711728357117283581172835811728359

Marketing managers can use the lead ID information to place sales orders to leads who show interest in the product. Marketing managers can also create another task and use the lead IDs to retrieve the lead details.

Marketo Targets in Data Synchronization TasksWhen you run a Data Synchronization task, specify the operation and the source that you want the Secure Agent to write to the target. The Secure Agent inserts, updates, upserts, or deletes source rows that you specify into the target based on the configured operation for the target object.

The task operations depend on the target object that you select. You can configure the target properties when you schedule the Data Synchronization task. You configure Marketo target properties on the Target page of the Data Synchronization Task wizard. Provide the name of the target connection and specify the target object to write data to Marketo.

When you configure a Data Synchronization task, you can configure the advanced target properties. The advanced target properties appear on the Schedule page of the Data Synchronization Task wizard.

The following table describes the Marketo advanced target properties:

Advanced Target Property

Description

Type of API to be used

The type of Marketo API used to insert leads in the Marketo database. You can select from the following options:- Standard API. Uses the Standard API when you want to create few leads in Marketo.- Bulk API. Uses the Bulk API when you want to create many leads in Marketo.Default is Standard API.

Staging Folder for Bulk Load API

Required if you select Bulk API to insert leads in the Marketo database. The staging directory for the .csv file where you want to write lead data in bulk.For example, you can enter the following directory: c:\bulkWriteLeads

Partition Name The partition name where you want to insert, update, or upsert leads in Marketo.If specified, the Secure Agent verifies if the user has access to the partition. If you do not specify a partition, the API operation uses the primary partition of the list workspace.



Description

Create Duplicate Creates a duplicate of the lead when that lead already exists in the Marketo database. The REST API either inserts or upserts data based on the operation you specify. You can choose one of the following values:- Yes. Duplicates an existing lead.- No. Does not duplicate an existing lead.Default is No.

Lookup Field Performs a lookup of the field you specify to determine whether the lead you want to add to the Marketo database is a duplicate lead.

List ID for Leads The ID of a list for leads where you want to create the lead.

Custom Object Dedupe Fields

Required if you want to write a custom object record to Marketo.Comma-separated dedupe fields or ID fields of the custom object in Marketo to which you want to write the record.When you do not specify a value, the Secure Agent considers the dedupe field of the Marketo custom object as the default.

Success File Directory

Directory for the success rows files. Specify a directory path that is available on each Secure Agent machine in the runtime environment. By default, Informatica Cloud writes the success rows file to the following directory: <Secure Agent installation directory>/apps/Data_Integration_Server/data/success

Error File Directory

Directory for the error rows files. Specify a directory path that is available on each Secure Agent machine in the runtime environment. By default, Informatica Cloud writes the error rows file to the following directory: <Secure Agent installation directory>/apps/Data_Integration_Server/data/error

Marketo Target Data Synchronization ExampleYou work in the marketing industry, and business analysts in your enterprise want to add leads from a recent marketing conference into Marketo. You want to track the activity of these leads in Marketo.

Configure a Data Synchronization task to insert data to Marketo. Configure the following objects:Source

The Data Synchronization task includes a flat file source that contains the new lead details. The source includes fields, such as firstName, salutation, middleName, lastName, email, and phone.

Target

The Data Synchronization task includes a lead target object. The target includes fields, such as firstName, salutation, middleName, lastName, email, and phone.

Mapping

Map the fields of the flat file source to the Marketo target.

Marketo Targets in Data Synchronization Tasks 33

The following image shows the mapping of the flat file source with the lead target object in Marketo:

The following image shows the data that the Secure Agent reads from the flat file source and writes to Marketo based on the fields you mapped in the Data Synchronization task:

The new leads are added to Marketo. Marketing managers can interact with the leads and create sales opportunities.


C H A P T E R 5

Mappings and Mapping Configuration Tasks with Marketo


• Mappings and Mapping Configuration Tasks with Marketo Overview, 35

• Marketo Sources in Mappings, 35

• Marketo Targets in Mappings, 39

• Marketo Mapping Configuration Task Example, 41

Mappings and Mapping Configuration Tasks with Marketo Overview

Use the Informatica Cloud Mapping Designer to create a mapping. When you create a mapping, you configure a source or target to represent a single Marketo object.

Describe the flow of data from source and target along with the required transformations before the Secure Agent writes data to the target. When you create a Mapping Configuration task, select the mapping that you want to use. Use the Mapping Configuration Task wizard to create a Mapping Configuration task. The mapping configuration task processes data based on the data flow logic you define in the mapping.

Marketo Sources in MappingsIn a mapping, you can configure a Source transformation to represent a Marketo lead, activity, or list.

The general properties display the name and description of the Marketo source. Configure the source and advanced properties for the source object.

35

The following table describes the source properties that you can configure in a Source transformation:


Connection Name of the source connection.

Source Type Select Single Object.

Object Name of the object. You can choose one of the following source objects when you read data from Marketo:- Lead. A contact within a Marketo lead database.- Activity. The interaction of a lead with a product.- List. A collection of leads.- LeadActivity. The interest shown by a lead for a product and the interaction of a lead with the product.- Campaign. A specific purpose and goal within a marketing program tracked in Marketo.- Custom Objects. Custom object records in Marketo.

Lead Source PropertiesYou configure the advanced properties on the Source tab of the Properties panel.

The following table describes the Marketo lead advanced properties that you can configure in a Source transformation:

Advanced Property

Description

Filter Field The field name to use for filtering leads that you want to read from Marketo. You can specify only one field.Ensure that the data in the field that you specify do not contain null values.

Filter Values CSV File

The location of the .csv file where the filter values are present.Required if you specify the Filter Field value.

Results Batch Size

The number of records that the Secure Agent can read in a batch when there is a large amount of data. The maximum number of records that you can add to a batch is 300.Default is 300.

Partition Name Comma-separated partition names in Marketo from where you want to retrieve leads. Each partition in a Marketo database contains a specific set of leads.


Comma-separated list IDs to retrieve the leads that the list contains.Note: The list ID appears on the URL when you select the list in Marketo.

List Id For Leads The list ID for retrieving leads from a specific list.Note: The list ID appears on the URL when you select the list in Marketo.

List Name Comma-separated list names from which you want to retrieve the leads contained in that list.

Program Id Comma-separated program IDs for retrieving leads. When you specify a program ID, you retrieve the following default fields of the lead: progressionStatus, stream, nurtureCadence, isExhausted, acquiredBy, reachedSuccess, reachedSuccessDate, and membershipDate

Program Name Comma-separated program names to retrieve the list details associated with the program.

36 Chapter 5: Mappings and Mapping Configuration Tasks with Marketo

Advanced Property

Description

Activity Type Id Required parameter to retrieve the lead activity changes.Comma-separated activity type IDs in Marketo from which you want to read the lead activity changes.You can configure the following properties:- Specify the Since Date Time or Since Last Extract Time, along with the Activity Type ID, to retrieve the

lead activity changes.- Specify the Since Date Time or Since Last Extract Time, along with the List ID for Leads and Activity

Type ID, to retrieve the lead activity changes from a specified list.

Since Date Time Required parameter with List ID for Leads to retrieve lead changes from a specific list. Required parameter with Activity Type ID and List ID for Leads to retrieve lead activity changes for leads from a specific list.The date and time from which you want to retrieve the lead activities or lead changes. For example, you must specify the date in the following format: 2015-02-01T13:22:17-08:00Ensure that you select No as the value in the Since Last Extract field.

Since Last Extract

Required parameter with List ID for Leads to retrieve lead changes from a specific list. Required parameter with Activity Type ID and List ID for Leads to retrieve lead activity changes for leads from a specific list.Retrieves the lead activities or lead changes from the last extracted date.Select one of the following values:- Yes. Retrieves the lead changes or lead activity changes from the time since the last extract.- No. Does not retrieve the lead changes or lead activity changes since the last extract. If you specify a

value for the Since Date Time, you must select No as the value in the Since Last Extract field.Default is No.Note: If you have multiple tasks that use the since last extract, the Secure Agent overwrites the since last extract value with the latest value from the last task that you run.



Marketo Sources in Mappings 37

LeadActivity Source Object PropertiesYou configure the advanced LeadActivity source properties on the Schedule page of the Data Synchronization Task wizard.


Advanced Property

Description

Activity Type Id

Required parameter to retrieve the lead activity changes.Comma-separated activity type IDs in Marketo from which you want to read the lead activity changes.You can configure the following properties:- Specify the Since Date Time or Since Last Extract Time, along with the Activity Type ID, to retrieve the

lead activity changes.- Specify the Since Date Time or Since Last Extract Time, along with the List ID for Leads and Activity Type

ID, to retrieve the lead activity changes from a specified list.

Since Date Time

Required parameter with List ID for Leads to retrieve lead changes from a specific list. Required parameter with Activity Type ID and List ID for Leads to retrieve lead activity changes for leads from a specific list.The date and time from which you want to retrieve the lead activities or lead changes. For example, you must specify the date in the following format: 2015-02-01T13:22:17-08:00Ensure that you select No as the value in the Since Last Extract field.



List Source PropertiesYou configure the advanced properties on the Source tab of the Properties panel.

The following table describes the Marketo list advanced properties that you can configure in a Source transformation:

Advanced Property

Description


Comma-separated list IDs to retrieve the leads that the list contains. You retrieve the following default fields: ID, name, description, createdAt, and updatedAt.Note: The list ID appears on the URL when you select the list in Marketo.

List Name Comma-separated list names from which you want to retrieve the leads contained in that list. When you specify the list name, you retrieve the following default fields: ID, name, description, createdAt, and updatedAt

Program Name Comma-separated program names to retrieve the list details associated with the program.When you specify the program name, you retrieve the following default fields of the list: ID, name, description, programName, createdAt, and updatedAt


Campaign Source PropertiesYou configure the advanced source properties on the Schedule page of the Data Synchronization Task wizard.

The following table describes the Marketo advanced source properties for a campaign source object:


Campaign ID Comma-separated campaign IDs to retrieve the campaigns from Marketo.

Campaign Name Comma-separated campaign names for retrieving campaigns from Marketo.

Custom Source PropertiesYou configure the advanced custom source properties on the Schedule page of the Data Synchronization Task wizard.



Custom Object Filter Type The field type to use to filter custom objects from Marketo.

Custom Object Filter Values The location of the .csv file that contains the filter values to retrieve specific custom object fields from Marketo. Ensure that each filter value is on a separate line in the .csv file.

Custom Object Fields The names of the custom object fields that you want to retrieve.

Marketo Targets in MappingsIn a mapping, you can configure a Target transformation to represent a single Marketo target.

The general properties display the name and description of the Marketo target. Configure the target and advanced properties for the target object.

The following table describes the Marketo target properties that you can configure in a Target transformation:


Connection Name of the target connection.

Target Type Select Single Object.

Marketo Targets in Mappings 39


Object Name of the target object. You can choose one of the following target objects when you write data to Marketo:- Lead. Inserts, updates, upserts, or deletes leads in the Marketo database.- MergeLead. Merges two leads and updates the lead data in Marketo.- AssociateLead. Associates a known lead with a cookie value of an anonymous lead and updates the known

lead data in Marketo.- AddLeadToList. Inserts a lead to the list in Marketo.- RemoveLeadFromList. Deletes a lead from the list in Marketo.- Custom objects. Inserts, updates, upserts, or deletes custom object records in Marketo.

Operation The target operation.

The following table describes the Marketo target advanced properties that you can configure in a Target transformation:


Description

Type of API to be used

The type of Marketo API used to insert leads in the Marketo database. You can select from the following options:- Standard API. Uses the Standard API when you want to create few leads in Marketo.- Bulk API. Uses the Bulk API when you want to create many leads in Marketo.Default is Standard API.

Staging Folder for Bulk Load API

Required if you select Bulk API to insert leads in the Marketo database. The staging directory for the .csv file where you want to write lead data in bulk.For example, you can enter the following directory: c:\bulkWriteLeads

Partition Name The partition name where you want to insert, update, or upsert leads in Marketo.If specified, the Secure Agent verifies if the user has access to the partition. If you do not specify a partition, the API operation uses the primary partition of the list workspace.

Create Duplicate Creates a duplicate of the lead when that lead already exists in the Marketo database. The REST API either inserts or upserts data based on the operation you specify. You can choose one of the following values:- Yes. Duplicates an existing lead.- No. Does not duplicate an existing lead.Default is No.

Lookup Field Performs a lookup of the field you specify to determine whether the lead you want to add to the Marketo database is a duplicate lead.

List ID for Leads The ID of a list for leads where you want to create the lead.

Custom Object Dedupe Fields

Required if you want to write a custom object record to Marketo.Comma-separated dedupe fields or ID fields of the custom object in Marketo to which you want to write the record.When you do not specify a value, the Secure Agent considers the dedupe field of the Marketo custom object as the default.



Description

Success File Directory

Directory for the success rows files. Specify a directory path that is available on each Secure Agent machine in the runtime environment. By default, Informatica Cloud writes the success rows file to the following directory: <Secure Agent installation directory>/apps/Data_Integration_Server/data/success

Error File Directory

Directory for the error rows files. Specify a directory path that is available on each Secure Agent machine in the runtime environment. By default, Informatica Cloud writes the error rows file to the following directory: <Secure Agent installation directory>/apps/Data_Integration_Server/data/error

Marketo Mapping Configuration Task ExampleYou work for a marketing organization and business analysts in your organization want to export all Marketo lead activities. You want to review the lead activities in an analytics tool.

Configure a Mapping Configuration task to use the insert operation. You use the following objects in the Marketo mapping:Source object

The source object for a Mapping Configuration task is a Marketo lead. Use the Marketo connection to connect to Marketo and read data from Marketo. The lead object is a single source in the Mapping Configuration task.

Specify the Activity Type IDs as 12,13 and the Since Date Time as 2015-08-26T10:00:00+0530 in the advanced source properties of the Mapping Configuration task.

Target object

Use the .csv file as the target object in the Mapping Configuration task. The target in a Mapping Configuration task is a flat file. The target includes the activityId, activityDate, activityTypeId, primaryAttributeValueId, primaryAttributeValue, attributeName, attributeValue, and id fields.

Mapping

Map the fields of the Marketo lead source to the flat file target.

The following image shows the Marketo mapping:

Marketo Mapping Configuration Task Example 41

The following image shows the mapped fields of Marketo source with the flat file target object:

When you run the mapping, the Secure Agent writes the lead activities to the flat file.

The following image shows the lead activities that the Secure Agent writes based on the fields you mapped in the Mapping Configuration task:


A P P E N D I X A

Data Type ReferenceThis appendix includes the following topics:

• Data Type Reference Overview, 43

• Marketo and Transformation Data Types, 43

Data Type Reference OverviewInformatica Cloud uses the following data types in mappings, Data Synchronization tasks, and Mapping Configuration tasks with Marketo:Marketo native data types

Marketo data types appear in the source and target transformations when you choose to edit metadata for the fields.

Transformation data types

Set of data types that appear in the transformations. They are internal data types based on ANSI SQL-92 generic data types, which the Secure Agent uses to move data across platforms. Transformation data types appear in all transformations in a mapping.

When Informatica Cloud reads source data, it converts the native data types to the comparable transformation data types before transforming the data. When Informatica Cloud writes to a target, it converts the transformation data types to the comparable native data types.

Marketo and Transformation Data TypesThe following table lists the Marketo data types that Informatica Cloud supports and the corresponding transformation data types:

Marketo Data Type Transformation Data Type Description

Boolean String 1 to 104,857,600 characters

Currency String 1 to 104,857,600 characters

Data String 1 to 104,857,600 characters

43

Marketo Data Type Transformation Data Type Description

Date Date/Time Jan 1, 0001 A.D. to Dec 31, 9999 A.D.Precision 29, scale 9(precision to the nanosecond)

DateTime Date/Time Jan 1, 0001 A.D. to Dec 31, 9999 A.D.Precision 29, scale 9(precision to the nanosecond)

Email String 1 to 104,857,600 characters

Float Double Precision 15

Integer Integer -2,147,483,648 to 2,147,483,647Precision 10, scale 0

Phone String 1 to 104,857,600 characters

Reference String 1 to 104,857,600 characters

String String 1 to 104,857,600 characters

Text String 1 to 104,857,600 characters

URL String 1 to 104,857,600 characters

44 Appendix A: Data Type Reference

A P P E N D I X B

Marketo Activity Type ReferenceYou can use the listed activity type IDs in Marketo Connector to retrieve the corresponding lead activity and details.

The following table describes the Marketo activity that you can retrieve for a specific activity type ID:

ID Name Description

1 Visit Webpage User visits a web page.

2 Fill Out Form User fills out and submits a form on a web page.

3 Click Link User clicks link on a page.

6 Send Email Send Marketo email to a person.

7 Email Delivered Marketo email is delivered to a lead or contact.

8 Email Bounced Marketo email is bounced for a lead.

9 Unsubscribe Email Person unsubscribed from Marketo emails.

10 Open Email User opens Marketo email.

11 Click Email User clicks on a link in a Marketo email.

12 New Lead New person or record is added to the lead database.

13 Change Data Value Changed attribute value for a person or record.

22 Change Score Modify the value of a score field.

24 Add to List Add a person or record to a list.

25 Remove from List Remove this lead from a list.

27 Email Bounced Soft Campaign email is bounced soft for a lead.

32 Merge Leads Merge two or more leads into a single record.

34 Add to Opportunity Add to an opportunity.

35 Remove from Opportunity Remove from an opportunity.

45

ID Name Description

36 Update Opportunity Update an opportunity.

37 Delete Lead Delete lead from the Marketo database.

38 Send Alert Send alert email about a lead.

39 Send Sales Email Send email using Sales View in the Outlook plugin.

40 Open Sales Email User opens a sales email.

41 Click Sales Email User clicks on a link in a sales email.

45 Receive Sales Email Receive email using Sales View in the Outlook plugin.

46 Interesting Moment Lead has an interesting moment.

47 Request Campaign Campaign membership is requested for a lead.

48 Sales Email Bounced Sales email bounced.

100 Change Lead Partition Lead partition is changed for a lead.

101 Change Revenue Stage Modify the value of a revenue stage field

102 Change Revenue Stage Manually Revenue stage is changed manually, for example, for a lead database or Salesforce.

104 Change Status in Progression Change a status in a program progression.

106 Enrich with Data.com Enrich a lead with information from Data.com.

108 Change Segment Change segment within a segmentation for a lead.

110 Call Webhook Call a webhook.

111 Sent Forward to Friend Email User forwards email to a person or record.

112 Received Forward to Friend Email User receives forwarded email from friend.

113 Add to Nurture Add a lead to a nurture program.

114 Change Nurture Track Change the nurture track for a lead.

115 Change Nurture Cadence Change the nurture cadence for a lead.

400 Share Content Share content.

401 Vote in Poll Vote in a poll.

405 Click Shared Link Click a shared link.

46 Appendix B: Marketo Activity Type Reference

Index

Aactivity

changed data capture 18–20source objects 13

administration 10advanced properties

custom 30, 39lead 28leadactivity 29, 38lsource object 28–30, 38, 39

CCloud Application Integration community

URL 6Cloud Developer community

URL 6connection

creating a 8connection properties 11connections

Marketo 11custom objects

retrieving data 21

Ddata synchronization

read example 31write example 33

data synchronization tasks Marketo source properties 27Marketo target properties 32

data type reference overview 43

date and time changed data capture 18

Eend time

changed data capture 19error files 10

IInformatica Cloud Community

URL 6Informatica Cloud web site

URL 6

Informatica Global Customer Support contact information 7

Llead

changed data capture 18–20source objects 13

list source objects 13

Mmapping configuration tasks

Marketo 41mappings

Marketo source properties 35Marketo target properties 39

Marketo supported object types 9connector tasks 9introduction 9mapping configuration tasks 41Source transformation 35sources in data synchronization tasks 27sources in mappings 35Target transformation 39targets in data synchronization tasks 32targets in mappings 39

Marketo Connector example 10overview 11

Marketo mapping example 31, 33

Marketo Server URL 11

PPowerExchange for Marketo

data types 43

Rrestrictions

Marketo 26

SSecure Agent 10since last extract

changed data capture 20

47

Source transformation Marketo properties 35

sources Marketo in data synchronization tasks 27Marketo in mappings 35

start time changed data capture 19

success files 10

Ttarget objects

AddLead 22

target objects (continued)AddLeadToList 22, 25AssociateLead 22, 24MergeLead 22, 24RemoveLeadFromList 22, 25

Target transformation Marketo properties 39

targets Marketo in data synchronization tasks 32Marketo in mappings 39

trust site description 7

48 Index

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