Marketo Connector Now Available for Acquia Lift
by Allison Nolan
Omnichannel is no longer an option; it’s a necessity for brands to sustain a competitive advantage. To help our customers easily and quickly deliver a piece of the omnichannel experience, Acquia has built a connector between Acquia Lift and Marketo. With this pre-built integration—available at no extra cost to Acquia Lift omnichannel customers—marketers and site builders can augment their web data with campaign data to create segments and deliver personalized web experiences.
Acquia customers can easily pull lead and activity data from Marketo and link it to person and event data tracked by Lift—consolidating it all in a unified visitor profile that provides a single, complete view of every real-time and historical interaction a brand has with a customer.
A Lift visitor profile including Marketo activity data
On Acquia.com, the Marketo connector has been implemented and is pulling data into Lift’s visitor profiles. This data is used to build segments based on criteria—such as whether a user opened an email for a particular campaign or whether their score is above a certain threshold. Those segments are used to personalize content for visitors to Acquia.com. The Marketo lead ID, email address, and Lift tracking ID are synced together in both profiles.
One Acquia customer, a B2B media publisher, uses Lift to drive revenue and increase customers for its advertising business. They use the connector to pull both lead and account-level data into Lift for targeting, ingesting Marketo fields such as job title, job function, company name, company location, and company revenue to personalize based on the visitor’s role and/or employer.
Setting up a Marketo connector in Lift is straightforward. After specifying the credentials for the Marketo endpoint, Lift connects to a customer’s Marketo instance and determines all of the available Marketo fields and activities that are available for import. An intuitive mapping interface allows customers to select the specific Marketo data of interest and specify how to map this data into the Lift visitor profile. Once the connector is enabled—optionally including historical data—Lift will continuously synchronize visitor profiles with new Marketo event and activity data.
Mapping a Marketo lead field to an Acquia Lift data field
In lieu of a separate Lift connector to Salesforce Sales Cloud, the Acquia Lift Marketo connector can also leverage Marketo’s Salesforce connector to give customers the ability to achieve seamless integration between their CRM system, marketing automation tool, and web personalization system. The exchange of data between these connected systems creates the foundation of an omnichannel customer experience.
The key to a successful marketing technology stack is quick, seamless integration. Connecting and exchanging data between marketing tools allows for a more complete view of the customer. The Marketo connector is the first of many integrations on the Lift roadmap. Next up: Eloqua.