Integrate Marketo with Amplitude

This integration combines Amplitude with Marketo's tools for in-app messaging, push notifications, and email. Use it to sync behavioral cohorts from Amplitude to Marketo, and better engage your users based on their patterns of interaction with your product as well as their lifecycle timing. Amplitude’s powerful segmentation capabilities let you personalize your campaigns by targeting the right users with the right messages at the right stages of their journey.

About Marketo

Marketo's powerful marketing automation software helps marketers master the art and science of digital marketing to engage customers and prospects. Learn more here.

Set up the integration

You should already have your Amplitude and Marketo accounts set up before starting this integration.

Important Note:

• Amplitude uses email addresses to map users to Marketo. Email address must be tracked as a user property. Values are also case-sensitive, and there must be consistency between email formatting in Amplitude and Marketo.

To set up the integration between Marketo and Amplitude, follow these steps:

1. First, identify your Marketo Client Id, Client Secret, and REST API Endpoint. Instructions on how to do this can be found on Marketo's help center here. Your keys should look similar to these:

• • • Client Id: 97890c99-9999-46e4-bccc-351071cd5c3b
    • Client Secret: xzy3XYZxyZqIroHtliA7mDKTx7NUXyZZ
    • REST API Endpoint: https://133-CDN-660.mktorest.com/rest

2. Create a new custom field in Marketo to identify your cohorts. This Boolean field will flag whether or not a user in Marketo belongs to your Amplitude cohort. Marketo's instructions on creating this field can be found here. You will need to create a new custom field for each saved behavioral cohort you want to sync.

You must name your custom field or the cohorts will not sync properly.

You will need the API name when you sync your saved behavioral cohort in step 6 of this procedure.

3. In Amplitude, select the appropriate project and click Data Destinations. Under Add More Destinations, find and click the Marketo tile (if you don't see the tile, click View All Destinations and find it there).
4. In the Sync to Marketo modal, enter the API key, API secret, and base URL, which you collected in step 1 of this procedure (the base URL is the same as the REST API endpoint).

5. Enter the rest of the information requested by the modal:

• • • For Name, enter the name you'd like to give this API key, so you can select the API target when syncing cohorts.
    • For Amplitude User Property, select the Amplitude field you'd like Marketo to match with.
    • For Target, provide the Marketo field that will match to the Amplitude user property.
      

6. In an Amplitude cohort, click Sync to... and select Marketo to sync your cohort via this integration.
7. In the modal that appears, choose an API target to sync with. Then enter the name of your Marketo custom field (found under "API name" in step 2 of this procedure). Finally, choose a sync type. Each sync will only include changes to your cohort (i.e. users that have been added to or removed from the cohort since the last sync).
   Click Save Sync to save it.
   

Amplitude's cohort sync feature will not create new user profiles in Marketo. Instead, it will flag whether an existing user on Marketo belongs to your Amplitude cohort.

Users who belong will have a check mark next to the custom field you've created, and you'll be able to filter for these lists of users.

About Amplitude Recommend

Amplitude Recommend lets you automatically send your behavioral segments in Amplitude to ad networks, marketing automation tools, and personalization engines so you can create tailored campaigns.  

With Amplitude Recommend, you can set up your cohorts to sync automatically with Marketo on an hourly and/or daily basis so that you can:

• Target relevant ads to acquire lookalike audiences of your best users. 
• Re-market to new and existing customers to improve conversion rates.
• Exclude already-acquired customers or select audiences. 

To learn more about Amplitude Recommend, visit this page or reach out to your customer success manager.

To set up a daily or hourly cohort sync from Recommend to Marketo, open the cohort you would like to sync, click Advanced Preferences, and select Marketo as the integration.