You can use Survicate with Marketo to:
Send embedded surveys via Marketo emails with Marketo-aware links that allow you to collect respondent's data along with the answers;
Create website surveys that will be assigned to specific respondents;
View survey answers as Marketo lead fields values and activities;
Create leads with contact forms.
📌 Before connecting the integration, make sure your respondents will be recognized. It's necessary to collect respondents' information in order to pass data to the correct Marketo lead fields.
📌 Marketo integration is available on some of the plans. If you are interested in testing this integration, contact sales@survicate.com or reach out to our team from live chat. We can set up a 1-1 call to guide you through the steps of enabling the integration.
Configure Marketo environment
1. Create new role: In Marketo go to Admin ➡️ Users & Roles ➡️ Roles ➡️ Create new role.
️Minimal role permissions for the role are:
Read-Write Lead,
Read-Write Activity,
Read-Write Activity Metadata,
Read-Only Assets.
2. Create a new API-only user: In Marketo, go to Admin ➡️ Users & Roles ➡️ Invite New User. Fill out the data, select proper roles (API, API-only) or others if you need them, and send the invite:
3. Create a new service: Go to Admin ➡️ LaunchPoint ➡️ New ➡️ New Service.
Fill up the fields and create a service:
Once you have done that, click on "View details". Client ID and Client Secret will be displayed here. Copy and paste these data to the Survicate authorization window.
4. Get the endpoint URL: Go to Admin ➡️ Web Services ➡️ REST API. Copy the Endpoint and paste it into the Survicate authorization window.
Enable the Marketo integration
1. Go to Integrations from the main dashboard, find, and pick Marketo from the list of integrations.
Click the Connect button to set up the authorization.
You will be taken to the Connect tab to enter your Client ID, Client Secret, and the Endpoint URL. Click Connect once those are entered.
Once you connect integration in the Settings tab, you'll also see two more features, which you can enable if you'd like:
Synchronize anonymous visitor data when they convert to leads in Marketo: With this function enabled, we will send all the data gathered anonymously from a visitor once they become a lead.
Protect privacy by anonymizing lead data for Marketo: This option ensures all lead data sent to Marketo is anonymized.
Connect the Marketo integration
Now that the Marketo integration is connected, you can set up individual settings for each survey. Go to your survey, select the Connect tab, and choose Intercom from the list of available integrations:
Here, we'll look closer at all the possible options and features that you can set up for each survey.
Create leads
Create leads
1. To create a new lead in Marketo from Survicate, add a contact form question to your survey with a required email field:
2. Under the Settings tab of Marketo Integration, select Create leads and choose the question you wish to create the new lead from.
You can also add another question by clicking on + Connect another question.
Update lead fields
Update lead fields
You can choose which answers are sent to your leads in Marketo. The mapping table lets you map custom values to be passed with each response.
1. Move to the Settings tab of Marketo Integration and select update lead fields.
2. Select the question you wish to update the fields from. To avoid flooding your Marketo user profiles with data, we enable you to decide on a question level whether or not to send responses to Marketo.
📌 The Update lead fields feature doesn't support the Welcome message, Thank you screen, Matrix, and Ranking answer questions.
3. Select the prospect field you want to integrate from the list or add a new one by writing the name and clicking + Create [prospect field name].
By default, Survicate is sending the content of an answer as the prospect field value, but you can change the label to make it shorter or to fit your data structure - click Edit mapping to modify these values:
📌 For the NPS® question, by default, we send the values mapped based on the response group, like 9-10 Promoters. You can enable the Send answers as 0-10 values option if you want to receive your numeric value.
4. You can connect more questions to your integration by clicking ➕Connect another question and applying the same steps.
❗ For website surveys to send data to the correct contact attribute lead_id must be used.
Sending lead activities
Sending lead activities
Once configured, the following data will be sent to the Lead Activity Log in Marketo:
Survey name
Lead ID
Question ID
Survey ID
Survey question
Survey answer
You can use these attributes to trigger automated campaigns in Marketo.
1. Move to the Settings tab of Marketo integration, and select Send lead activities.
❗ For website surveys to send data to the correct contact attribute lead_id must be used.
2. Enable Send survey responses to your contacts as lead activities.
3. Now, whenever your survey has a new response, this will appear on the contact profile as a recent activity.
Where can I find data from Survicate in Marketo?
1. Go to your Marketo account ➡️ Lead Database
2. All Leads ➡️ Leads ➡️ Click on the Lead ID
3. You will see all data you have collected with Survicate in Lead Info and all activities for that Lead in Activity Log.
Share your survey
After everything is set up in your survey, it's time to share it with your respondents!
The Marketo integration will work as long as respondents are identified.
Survey link
Survey link
Grab a link to your survey from the Copy Link button, and hide it behind a CTA button or hyperlink:
Launch in an email
Launch in an email
Display its first question directly in the email's body, and start the survey directly from the email. The respondents will then be redirected to a landing page to answer the rest of the survey.
1. Click Get your code, then copy the HTML code.
2. Go to your Marketo email and paste the HTML using Marketo rules of email creation:
Select your email and click Edit Draft and Edit Code.
Make needed changes. Click Save when done.
Click the Code Actions drop-down to download the code as a .html file, inline your CSS, or validate the HTML.
Analyze your survey results
After your survey starts collecting responses, you will see them immediately in the Analyze tab of the survey.
The Analyze tab shows you Overall results with statistics and over-time data, as well as Individual responses to look into each survey submission in detail.
You can check out our guide for an in-depth description of all the possibilities of the Analyze tab.
Feedback in the Insights Hub
💡To obtain even more comprehensive feedback, we recommend syncing survey responses to the Insights Hub, where they will be automatically analyzed and categorized into Topics along with feedback from your other sources, such as:
online reviews,
call transcripts.
After you connect sources to the Hub, feedback will appear there in real-time, and it will be automatically segmented into Insights and categorized into Topics:
The Hub will categorize and analyze feedback from surveys and other sources, to:
automatically detect customer sentiment;
identify technical issues and bugs reported by users and segment them into Topics and actionable Insights;
understand your customers' needs and wants better.
You can also ask the Research Assistant to quickly and effectively find answers to all your questions. The responses are generated based on the feedback you integrated into the Insights Hub and the answers collected with surveys in your workspace.
Best practices
Use a mailing list in Marketo to distribute your surveys
Create a link or email survey so we can automatically capture subscribers' first & last name and email address information - so you'll know who responded to your survey!
FAQ
Can I use this to target Marketo campaigns?
Can I use this to target Marketo campaigns?
You can trigger personalized lead nurturing campaigns based on identified challenges, fears, jobs, and more within Marketo based on the values from a Survicate survey.
Can I send data to custom fields in Marketo?
Can I send data to custom fields in Marketo?
Yes. We not only support sending data to default lead fields but also to those you have created manually in Marketo.
Do you sync answers once an anonymous visitor becomes a lead?
Do you sync answers once an anonymous visitor becomes a lead?
Yes – we allow you to survey anonymous visitors throughout their visits, gradually gathering valuable insights. Based on the information collected, you can create specific segments and deepen your knowledge about them.
Once they sign up with Survicate's or Marketo contact form - we push all the insights from Survicate to the Lead Profile in Marketo - even if they have been gathered with many different surveys. You get your newly created contact delivered with a package of actionable insights.
📞 If you have any questions on setting up Marketo integration - feel free to reach out to our team via chat or email: support@survicate.com.
Net Promoter, NPS, and the NPS - related emoticons are registered U.S. trademarks, and Net Promoter Score and Net Promoter System are service marks, of Bain & Company, Inc., Satmetrix Systems, Inc. and Fred Reichheld.