Marketo Integration for Data Studio

Prerequisites 

• The information in this article pertains to Terminus Data Studio customers that also have a registered instance of Marketo.

Integration Overview 

Most information in Terminus Data Studio will be pulled from your connected CRM. However, there may be some pertinent marketing data that is not pushed from Marketo to your CRM today. In order to capture the full picture of your Marketing team’s efforts, Terminus’s Marketo integration was created to make sure all relevant data is accounted for in your Terminus reporting.

While your CRM will be the primary data source for Data Studio, the Marketo integration was built to supplement your Terminus instance with additional Marketing Activity data. 

What is Terminus Data Studio?

The Terminus Engagement Hub is designed to enable everyone in marketing, sales, and leadership to address the challenges facing ABM teams today. Within the platform, users can identify and prioritize target accounts, engage the buying committee with multichannel programs, send actionable insights to sales, measure results, and report on success to their entire organization.

The Engagement Hub includes Data Studio, which is your central account intelligence data platform. It automatically ingests account-level firmographic and behavioral intelligence to give you a 360-degree view of all of your accounts. From there, you can easily build actionable target account lists, identify gaps in marketing or sales coverage, and prioritize your ABM efforts across marketing and sales. The Engagement Hub also offers a robust account-based analytics suite, called Measurement Studio, which includes the Campaign Analytics, Opportunity Insights, and Account Scorecard views, so it’s easy to assess and optimize individual campaigns, and report on holistic program success to your leadership team.

Integration Details

Terminus’s MAP integrations are designed to supplement data gaps in your CRM with Campaign, Campaign Response, and Lead/Contact Data. These integrations are not designed to ingest Account, Opportunity, or Sales Activity Data. 

The most common scenarios under which a Marketo <> Terminus integration may be beneficial include:

• People are not synced to your instance of SFDC
• Campaign Responses (Marketo Program Members) are not synced to your instance of SFDC

Marketo-integrated customers are not able to leverage the following configuration options in Data Studio: 

• Self-serve Validity Rules and Global Filters on Marketo data
• Self-serve Custom Fields on Marketo data
• Self-serve Campaign Type mapping on Marketo data
• Sandbox Testing

Connection Method

Marketo needs to be connected with your CRM in order for Terminus to merge your data into Data Studio. We also require that your CRM IDs are populated on People (Lead/Contact ID), and optionally on Programs (Campaign ID), where available.

Terminus links to your Marketo instance via API. In order to do so, we need the following: 

• Marketo Client ID and Client Secret Key (Generating Client ID and Secret Doc)
• Marketo 9-digit Endpoint URL is made (Endpoint Creation Doc)

APIs Leveraged 

Both Marketo REST API and Bulk API are used to query and receive datasets from your Marketo instance.

Data Accessed

Terminus will pull the following data from Marketo and merge it with the customer’s CRM data to drive reports in Measurement Studio:

• People Activities
• People Activity Types
• People Fields
• People
• Programs
• Program Members

The following information is not accessed/applicable for this integration:

• Account Data
• Opportunity Data
• Sales Activity Data
• Product Line Data
• Custom Object Data

FAQs

How frequently does Terminus pull data from Marketo?

• Terminus pulls Marketo data every 24 hours.

How many API calls should Marketo-integrated customers expect per day?

• Our daily maximum is 7,000 API calls per day (usually only reached during implementation). This is customizable per your request.