Conversica Marketo Setup Guide

Before Installation

Before beginning your Conversica installation, please ensure the following:

• You have Admin permissions on your Marketo system.
• Your Conversica account is provisioned and ready for use.
• You have established contact with your Conversica Technical Account Manager

Enable the REST API in Marketo

Follow the steps outlined in the Marketo REST API Quick Start Guide (Accessed here: http://developers.marketo.com/blog/quick-start-guide-for-marketo-rest-api/) and then provide your Conversica Technical Account Manager with the following information:

• Client Id
• Client Secret
• API-Only User
• Access Token
• REST API Endpoint URL (as shown in step 8)
• Identity URL (as shown in step 8)

Note: When creating the new Role for the API-Only User (as shown in step 3), select only the following Permissions:

• Read-Write Lead
• Read-Only Asset

Create Custom Fields in Marketo

You will create these custom fields in Admin > Field Management. To create the fields, click “New Custom Field,” enter the details as listed below, and then click “Create” for each.

(Note: Please refer to Appendix A for custom fields synced between Marketo and Salesforce.)
 

If you need to sync Conversica’s field values between Marketo and Salesforce, please refer to Appendix A for the proper field naming scheme.

Required Lead Owner Fields

The following fields need to exist in Marketo as well. In order for us to pick up on the correct lead owner, you can create triggers from the standard lead owner fields in Marketo that update the Conversica lead owner fields.

Required Lead Owner Fields

Connect Marketo to Conversica

At this step, you should notify Conversica that you are ready to connect the two systems. Please contact your Conversica Technical Account Manager to complete this step.

Create Static Lists

Leads are synced with Conversica through static lists in Marketo. Adding a lead to a list sends that lead to Conversica to be engaged. The name of the list in Marketo should match the corresponding Conversica conversation.

Marketo Knowledge Base: Create a Static List

In the Marketo Lead Database tab, select New and then choose New List. Create a static lead list for each of your Conversica conversations. Provide the URLs of your lists to your Technical Account Manager so they can be connected to the correct conversations in Conversica.

Configure Smart Campaigns to Add Leads to Static Lists

In your desired Smart Campaign, simply add a flow step of “Add to List” and select the Conversica conversation list you already created. In this example, we set the lead status to “Assigned to Conversica” and then add the lead to the list.


 

Configure Smart Campaigns to Listen for Status Updates

Marketo Knowledge Base: Create a Smart Campaign

Use a "Data Value Changed" trigger to listen for the Conversica Hot Lead field to become true. Then, take appropriate action like send alerts and updating lead status.

In this example, we look for the Conversica Hot Lead status to become "true" for members of a specific program, and then we send an alert to the lead owner and change the status to “Conversica Hot Lead."

Smart List:

Flow:

Contact Conversica for Support

Should you have any questions or issues, please don’t hesitate to connect with your Customer Success Manager (CSM), Technical Account Manager (TAM), email support@conversica.com or call (888) 633 7738.
 

Appendix A

If you have an integration between your Marketo and Salesforce instance, the following is required if you would like information to sync back with Salesforce.

The following custom fields must be created in Salesforce with the given API name and synced to Marketo. These field names must use the same naming scheme as stated in the table below.