The Email Experiences integration with Marketo gives marketers the opportunity to enhance their digital efforts with the power of inbox advertising and relationship intelligence. In a matter of minutes, seamlessly connect Email Experiences to Marketo smart and static lists, landing pages, and reporting through a set of easy-to-use, point-and-click user interfaces.
Enable the integration by following these instructions.
Smart & Static Lists
The benefit of being able to import Marketo smart and static lists to Email Experiences is twofold. First, it allows you to more accurately target customers and prospects with email signature campaigns, and second, it opens up a whole new level of reporting via Email Experiences Relationships.
With a few clicks, the integration allows you to import smart and static lists straight to Email Experiences to align to campaigns now and in the future. Depending on how you’ve segmented users in your Marketo environment, this opens up endless opportunities. Most notably? The ability to align Email Experiences campaigns to specific stages of your sales cycle.
Once you import a contact segment to Email Experiences, Email Experiences Relationships gives you a view into how strong your company’s collective connection is with every contact on the list as well as who on your team has the best relationship with each individual. With a view into email and calendar activity, you can see how relationships are trending and make strategy adjustments when necessary.
The instructions below detail how to align Email Experiences campaigns to specific Marketo static and/or smart lists.
NOTE: Before you begin… Make sure that smart list syncing is enabled on the user side in your Marketo environment. Contact the Marketo support team for assistance.
Navigate to the Lists section and select Import.
Select Marketo as the List Type.
Select the Marketo static or smart list(s) you would like to import and click Sync.
The new list(s) will show up on the Lists screen within a few minutes. Email Experiences will automatically sync with Marketo once every 24 hours to ensure the most up-to-date data exists in Email Experiences.
Align your newly created lists to campaigns by leveraging Email Experiences ABM.
Use Email Experiences Relationships to track how your company’s collective connection is with every contact on the list and see how relationships are trending.
Once you've imported Marketo static and smart lists, consider linking Marketo landing pages.
If you run into any problems with your smart lists processing, it may be because your Marketo account needs an additional permission. Reach out to your Marketo account rep and tell him/her that you are trying to extract the leads from a smart list using the Bulk Lead Export API and are encountering a 1035, Unsupported filter type for target subscription error when attempting to do so. Ask to enable access to this filter and you should be set!
Understand which Marketo contacts are engaging with your Email Experiences ads and how often. Recipient analytics are tracked in the native Email Experiences application automatically, but with the help of the Marketo integration, you can push recipient analytics directly into your Marketo environment. If one of your Marketo contacts clicks on an Email Experiences campaign banner, that activity is tracked in the same way as any other engagement.
To optimize your Email Experiences ABM efforts, consider aligning those who have already clicked on an Email Experiences campaign to a new Email Experiences ABM campaign. To do so, you will first need to enable the Marketo Integration and then create a Marketo smart list based on prior Email Experiences engagement.
Under the admin tab, navigate to Marketo Custom Activities.
Select New Custom Activity.
Use the Display Name Sigstr Click, which will automatically populate the API Name with sigstrClick_c. The API Name must be sigstrClick_c to pull in the correct data.
Add a description. We recommend Clicked on a Sigstr Campaign. Click Next.
Add a Filter and Trigger name. We recommend Clicked on a Sigstr Campaign for both. Click Next.
For the Name field, use Sigstr Click which will auto-populate the API Name. Click Submit.
At the top, select Custom Activity Actions and then Approve Activity.
From the home screen, navigate to Lead Database.
Scroll down and select New Smart List.
Select Group Smart List in the sub-navigation and add the desired list name and description.
On the right-hand side, scroll to the Custom folder and drag over the filter named Click on a Sigstr Campaign.
Add the Sigstr campaign name and time duration you’d like to create a list based on.
Align the smart list to a new Email Experiences ABM campaign.
Take your campaign efforts to the next level by connecting your Email Experiences banners directly to Marketo landing pages. With the URLs automatically tagged with the appropriate parameters, you will be able to measure how many views, form submissions, contacts, and customers won are sourced from Email Experiences.
The instructions below detail how to link Email Experiences campaigns to Marketo landing pages.
Connecting Landing Pages
After following the appropriate steps to create a campaign, click Connect to Platform.
Select Marketo and then connect the campaign to a landing page of your choosing.
Once you’ve made your selection, the campaign URL field will automatically populate.
Tracking Source Data
When you leverage the Landing Page integration, Email Experiences automatically appends the following default utm parameters to Marketo landing page links:
- utm_content = Employee_Email
- utm_source = Email_Signature
- utm_medium = Sigstr
- utm_campaign = Sigstr_<Name of Sigstr campaign>
With this tracking in place, you're able to measure how many views, form submissions, contacts, and customers won are sourced from Email Experiences. To make sure this information is syncing to Marketo, follow the directions below.
In Marketo, navigate to the Field Management section and select New Custom Field.
In the pop-up window, create a UTM parameter field in the form of a custom (string) field. Repeat this process for each UTM parameter (UTM Content, UTM Source, UTM Medium, and UTM Campaign).
Once created, add the new fields to any Marketo lead capture form (especially those tied to Email Experiences campaigns) and make sure to mark them as hidden fields.
In the form 2.0 editor there is an option to set the field value based on URL Parameter. In the Get Value From section, select URL Parameter from the drop-down menu. For Parameter Name enter utm_campaign (a parameter used by Email Experiences). Repeat this process for each hidden parameter field.
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