In this article, you will learn how to connect Marketo to Forwrd and how to use it as a source when creating a scoring model.
Introduction to this integration
Adding Marketo to Forwrd makes it easy to analyze and score your leads and customers by matching historical data (i.e., engagement, firmographics, demographics) against a business objective, to ultimately predict who will convert and why.
Here are some examples of use cases:
Predict which leads will become MQLs
Predict which MQLs will become Opportunities
Predict which Opportunities will become Paying customer
Predict which Customers will Expand
Predict which Customers will Churn
In addition to Marketo, you are encouraged to add more data source, in order to develop a holistic, unbiased scoring model that takes into account ALL relevant user touch points.
What you need to get started:
A Forwrd.ai account
A Marketo account
Setting up the integration
In your Marketo account, navigate to Admin -> Users & Roles
Under Roles, create new role with the name frwd_read_person_and_activity and under API Access, check these options: Read-Only-Activity, Read-Only-Person.
The role will be created:
Invite a new user with the frwd_read_person_and_activity role and API Only checked.
Go to Launch Point tab on the left and click New -> New Service
Add Display Name. For example, frwd_oauth2. In Service, pick Custom then add Description. On the API Only User, pick the user mail you created before.
You should see the service is added to list of services.
Click View Details on the service that was created, and you should see ClientId and SecretId (copy them, as we will use them shortly, in step 11).
Go to Web Services on the left panel and click it. In REST API, copy Endpoint and Identity (we will use them in step 11 as well).
Navigate to Forwrd to the 'sources' layer tab.
Now click 'New Source' and select Marketo.
Add a name to your connector (for example, Marketo) and click 'Next'.
For client Id and Secret Id use your keys from step 7. For Marketo Details use the api urls from step 8. Click 'Authorize'.
Once the connection is completed, you will see the Integration source added (sometimes it takes a few minutes until the permissions in Marketo are populated so you might need to wait and click the authorize button again)
You can click the 'three dots' icon to see more functions you can perform with this source. For example, you can share this source with another team member who uses Forwrd, and you can also test the connection to this source.