Marketo FAQs

Frequently Asked Questions

Who can use the Marketo integration? 

Software providers with an active subscription to Buyer Discovery intent data.

Does this integration add additional cost to a Buyer Discovery subscription?

No. We believe helping you produce better buying experiences across multiple channels creates a healthier marketplace, so we offer access to Marketo and all of our integrations at no added cost. 

How does it work? 

As Buyer Discovery identifies companies showing signs of intent to make a purchase in your categories, you’re able to associate that intent with known contacts in your Marketo database and deliver tailored messaging to fast-track them through your funnel. 

What use cases can be addressed with the Marketo integration? 

• Audience Targeting: Buyer Discovery intent signals appear in Marketo, so you can develop your highest converting audiences and create more bespoke experiences with email programs. This is particularly powerful when entering new markets, capitalizing on demand in existing markets, or progressing known contacts down your nurture funnel. 

• Lead Generation: Increase conversions and improve marketing ROI by targeting businesses that are already shopping for software like yours. 

• Personalization: Tailor messaging to your ideal customers with firmographic and account activity information. 

• Account-Based Marketing: Combine all the tactics above and align with sales on your target lists to run plays that convert accounts matching your Ideal Customer Profile or a defined target audience in a specific segment. 

• Reduce Churn: Re-engage customers researching competitive solutions on Gartner Digital Markets.  

What custom data fields are required to set up the Marketo integration?

We capture over 20 data points in each intent record, all of which are able to be used to build your segments. A complete list can be provided by our team, including the four required fields sync the integration. 

Marketo has limits to the number of custom data fields that can be used. Will we need to increase our Marketo subscription to accommodate for all the Buyer Discovery data points? 
By default, Marketo allows each custom data object to hold up to 50 data fields. According to the Marketo Blog, you’re able to increase that limit at no additional cost by simply requesting it from Marketo Support. This should allow you to add any or all custom data fields required to run the scalable marketing and sales plays you want. 

Once I set up the integration, how long until I can launch campaigns? 

In most cases, you can set up the integration, build segments, and start syncing data to Marketo within 24hrs. As long as you have a campaign built, you can launch campaigns once those steps are complete. 

How should I filter my audiences to optimize campaign performance?

We recommend working with your dedicated client partner to define the filtering strategy that would fit your campaign goals. For instance, if you’re interested in nurturing top-funnel contacts, you might build an audience of contacts at companies showing low-to-medium intent. In turn, if you’re interested in driving low-funnel activity, you might fast-track contacts at accounts with high intent and high product awareness into your low-funnel nurture program.  

How quickly should I expect to see results with the Marketo integration for Buyer Discovery? What metrics should we be watching?

We recommend testing the integration for at least a quarter and comparing performance benchmarks with your campaigns that are not enhanced with intent data. Most clients see leading indicators of success in as few as 2wks, like increased email engagement, click-thru rates, content downloads, or conversions. However, software providers with longer sales cycles, more robust nurture strategies, or highly specific audiences may take a little more time to build up audiences that impact near-term outcomes like pipeline generation, revenue, and retention rates. Your dedicated client partner can help you devise a plan to achieve your desired results.

Does the Marketo Integration allow you to identify specific contacts taking actions on Gartner Digital Markets sites?

Buyer Discovery can help you target potential buyers at specific companies, but it does not identify specific contacts doing research across Gartner Digital Markets. With the Marketo integration, you can pull the most likely contacts from your database into the desired campaign based on prior engagements, titles, and personas. If you do not have any known contacts for an account identified by Buyer Discovery, our team can share strategies to help you find new contacts for potential engagement.