Using Adobe Marketo Engage to Connect Data

Overview

Adobe Marketo Engage, a marketing automation platform, is used for lead generation and managing email automation. The data stored in Marketo can be utilized as your source for personalizing videos, targeting customers and potential prospects.

When using Marketo as your data source, your data is never stored with SundaySky. The Marketo-SundaySky integration pulls specific records in real time via the Marketo API when a viewer clicks play to watch a video. A major benefit of this integration is that the latest data is always used for generating videos without the need to store any information on SundaySky servers.

The video link sent to each viewer is unique and has a "sticky" ID. When you update viewer data in  Marketo or update the video content, the video is updated automatically. There is no need to send viewers a new link as they will see the updated video when they revisit the original link that they received.

In this end-to-end article, you will find comprehensive guidelines for working with Marketo, beginning with setting up a data library and concluding with generating video links for your viewers.

Notes:
1. For the sake of brevity, Marketo is used throughout this article to refer to Adobe Marketo Engage.
2. The information in this article pertaining to Marketo was accurate at the time of writing (May 2024) and may have changed since then. If there is any doubt, we recommend that you refer to official Adobe Marketo Engage resources.

Step 1: Select or Create a Data Library
Step 2: Select the Marketo Data Connector
Step 3: Map the Data Fields
Step 4: Configure the Content
Step 5: Publish the Video
Step 6: Get (Share) the Video Links
Integrating Marketo with SundaySky

Step 1: Select or Create a Data Library

Based on how you want to personalize your video, you'll need to connect the video to a data library that includes the data fields for creating the personalization that you want. SundaySky supports three methods of personalization: using a personalization token, audience messaging, and show/skip scene.

  • When using a personalization token for on-screen text, you only need to add data fields. For a voice-over, you'll need to add the respective values as well.
  • For audience messaging and show/skip scene, you need to have data fields in the data library along with their respective values.
    For example: the data field department is added, along with its values: Finance, HR, and Marketing.

Before creating a new data library, we recommend that you review the existing data libraries in your account to see if one of them matches your requirements as the same data library can be used for multiple videos. If you are selecting an existing data library, it needs to meet the following conditions:

  1. The data fields in the library are those that you require for personalization. More data fields can always be added.
  2. The data library is connected to the Marketo data connector.

As you review the data fields that you require, note that only data from the following Marketo objects can be used in personalization:

  • Companies
  • Leads
  • NamedAccounts
  • Opportunities
  • Programs

While custom objects that are specific to your Marketo account cannot currently be used, custom fields created in the standard objects can be used.

If you find a data library that has the data fields that you need but the library's data connector is not Marketo, do not change the data connector in the library as this will negatively impact existing videos that use the connector. In such a case, you will need to create a new data library.

To learn how to select an existing library, see Selecting an Existing Data Library.
If you need to create a new library from scratch, see Creating a New Data Library.

At the end of Step 1:
A data library is selected for the video. This can be an existing data library or a new one.

Data_library_name.jpg


Step 2: Select the Marketo Data Connector

bell-on.png If you selected a data library that is already connected to the Marketo data connector, skip to Step 3.

The connector is what enables the connection between the data fields that you defined in the data library and the actual viewer data in the Marketo account. Put simply, the connector is what determines how data flows from Marketo to SundaySky.

1.

Open the relevant video in the Studio.

2.

Select Data in the sidebar.

3.

Click Select in the data connector section.

 

Select_data_connector.jpg

4.

Select the Marketo data connector and then click Select at the bottom of the window.

 

Select_Marketo.jpg

5.

(Optional) If this is your first time connecting to Marketo, you will be prompted to begin the authentication process. See Integrating Marketo with SundaySky to learn more.

 

The data connector is attached to the library and the following message is displayed:

 

Connector_attached.png

6.

Click Map Fields to continue directly to field mapping.
▶ If you prefer mapping at a later time, click I'll Do It Later to return to the data library.

 

Map_fields_now.png

At the end of Step 2:
The Marketo data connector is attached to the data library.

Markeo_connector.png


Step 3: Map the Data Fields

bell-on.png If you selected an existing data library and have verified that the mapping is correct, skip to Step 4.

The mapping process specifies which field in your Marketo account corresponds to the data field in the SundaySky data library. A precise mapping ensures that the right data is pulled from Marketo to populate a personalized video.
For additional guidelines, refer to the notes for Step 3 below.

1.

Open the relevant video in the Studio.

2.

Select Data in the sidebar.

3.

Click Map Fields in the data connector section.

 

Map_fields.png

 

In the mapping window, the data fields created for the data library are displayed on the right. For each data field, you'll need to select the Marketo field to which it should be mapped.

 

Mapping_window_before.png

4.

For each data field, open the Adobe Marketo Field drop-down list and select the field to which it should be mapped.
▶ Before selecting the field, you will need to select the object in which it is contained. In the example below, Leads is the object and First Name is the field.

 

Mapping_example.png

5.

After all the fields are mapped, click Save at the bottom of the window.


Notes for Step 3:

  • If you rename a data field after the mapping process, the Marketo field is not changed. A name change does not impact the existing mapping.

  • If you add a data field after the initial mapping process, you'll need to map it accordingly.

At the end of Step 3:
The Marketo fields are mapped correctly to the data fields.

Mapping_done.png


Step 4: Configure the Content

Now that you've set up your data library, you can configure the content in the video's scenes using the data fields.

The on-screen text, voice-over, and media can be personalized using either a personalization token or message by audience. In addition, you can also define that a specific scene will be shown or skipped according to an audience segment.

In the example below, a personalization token is used to customize the text according to the first name of the person watching the video.

Personalization_example.png

In the following articles, you'll find step-by-step instructions on how to configure the different types of content:

Configuring Text with a Personalization Token
Text: Message by Audience

Configuring a Voice-over with a Personalization Token
Voice-over: Message by Audience

Configuring Media According to a Data Stream
Media: Message by Audience

Showing or Skipping a Scene by Audience

At the end of Step 4:
All the relevant content in the video is configured according to the desired personalization.


Step 5: Publish the Video

After you have finished creating the video—including the configuration of all the personalized content—we recommend that you preview the video using viewer profiles to make sure that it looks exactly as you want.

When you're happy with the result, you will need to publish the video in order to lock in all the edits that you've made. Publishing is always a prerequisite to sharing your video with viewers.

You will also need to republish the video after making any changes so that your viewers can see the updated content.

To learn how to publish, see Publishing and Sharing a Video—Overview and Publishing a Video.

At the end of Step 5:
The video is published.

Published.png


In this last step, you're ready to generate the links for the video so that each viewer can watch a customized version. The actions in this step depend on whether you are using the SundaySky landing page or your own page to play the video.

The output for both methods is a personalized URL (PURL) containing a token based on the object that is being pulled for personalization. When the video is played in real time, the token in the PURL is replaced with the actual data specific to the viewer.

Generating Video Links for a SundaySky Landing Page

1. Make sure that the video is published.
2. On the Video Page, click Share and then select SundaySky Landing Page.
▶ If you have not yet created a landing page, the option name is Create SundaySky Landing Page.
3. (Optional) If you have not yet created the landing page, follow the guidelines in Configuring the Landing Page.
4. Copy and paste the landing page URL into Marketo or your distribution platform if you are using a different platform to share your video. 
▶ Note that the object used for personalization is concatenated to the landing page URL. In the example below, the leads object is concatenated as it contains the field used for personalization in the video (First Name).
  Share_lp_step_1.png
5.

▶ If you are distributing your video using Marketo, replace INSERT_VALUE with the following string:
{{object name in singular form.id}}
This string acts as a token rather than as an absolute value. When the video is generated, it is replaced with the actual value that exists for this object/field in each viewer's record.

▶ If you are not using Marketo, replace INSERT_VALUE with the variable that you defined in your distribution platform that represents the unique ID for personalization.

  Share_lp_step_2.png
 

Here's an example when distributing with Marketo:
▶ The first name of the viewer is being used for personalization.
In Marketo, the First Name field is located in the Leads object.
For this reason, lead (the object name in singular form) is used to populate the string followed by .id
Finally, the string is encased in double curly brackets on both sides.

Following is an example of how the full URL looks:
https://myvideo.sundaysky.com/?programId=0c3e6a96-419a-4b7b-b26c-6a5442a2c96f&leads={{lead.id}}

 
Click to see the string format for all the standard Marketo objects
Marketo Object String
Companies {{company.id}}
Leads {{lead.id}}
NamedAccounts {{namedaccount.id}}
Opportunities {{opportunity.id}}
Programs {{program.id}}
  In the example above, only one object is included in the URL. You can include as many objects as are needed for personalization, each joined with an ampersand (&).
For example: https://myvideo.sundaysky.com/?programId=0c3e6a96-419a-4b7b-b26c-6a5442a2c96f&leads={{lead.id}}&{{company.id}}

Generating Video Links for a Non-SundaySky Landing Page

1. Make sure that the video is published.
2. On the Video Page, click Share and then select Embed Video.
▶ If you have not yet created the code snippet, the option name is Create Embed Video.
3. (Optional) If you have not yet created the code snippet, follow steps 3-4 in Generating the Embed Code.
4. Copy and paste the embed code into your website editor.
▶ Skip this step if the code is already embedded.
  Share_nonlp_step_1.png
5. When linking to the landing page URL, replace INSERT_VALUE with the following string:
{{object name in singular form.id}}
As mentioned above, this string acts as a token rather than as an absolute value. When the video is generated, it is replaced with the actual value that exists for this object/field in each viewer's record.
  Share_nonlp_step_2.png
 

For example: the first name of the viewer is being used for personalization.
In Marketo, the First Name field is located in the Leads object.
For this reason, lead (the object name in singular form) is used to populate the string followed by .id
Finally, the string is encased in double curly brackets on both sides.

Following is an example of how the full URL looks:
https://video.YourWebsite.com/?programId=0c3e6a96-419a-4b7b-b26c-6a5442a2c96f&leads={{lead.id}}

 
Click to see the string format for all the standard Marketo objects
Marketo Object String
Companies {{company.id}}
Leads {{lead.id}}
NamedAccounts {{namedaccount.id}}
Opportunities {{opportunity.id}}
Programs {{program.id}}
 

In the example above, only one object is included in the URL. You can include as many objects as are needed for personalization, each joined with an ampersand (&).
For example: https://video.YourWebsite.com/?programId=0c3e6a96-419a-4b7b-b26c-6a5442a2c96f&leads={{lead.id}}&{{company.id}}

At the end of Step 6:
The personalized video links are generated, ready to be distributed by the method you prefer.


Integrating Marketo with SundaySky

Before you begin the integration process, following are the key points that you need to know:

1. A SundaySky account can be integrated with only one Marketo account. The Marketo user should be a dedicated user for integration purposes and not belong to an individual employee. This will ensure continuity if the employee leaves the company.
2. The Marketo integration setup needs to be performed only once. Once the integration has been configured, you can use Marketo as a data source with any data library in your account.
3. If you need to reauthenticate or remove the Marketo data connector for any reason, see Data Connector Management to learn how.
4. The SundaySky user needs to have Editor or Account Manager permissions in order to implement a Marketo integration.
5.

The Marketo account used for the integration needs to have an API user based on an API role with the following two permissions: Approve Assets, Read-Write assets


To integrate Marketo with SundaySky:

1. Select the Marketo data connector and then click Select at the bottom of the window.
  Select_Marketo.jpg
2. Click Begin Authentication.
  Begin_authentication.jpg
3. Enter your API endpoint domain.
▶ Following is the syntax of the API endpoint domain: https://{Munchkin ID}.mktorest.com
 
Click to see how to find the Munchkin ID
1. Log in to your Marketo instance.
2. Go to the Admin area.
3. In the tree on the left, select Integration and then Munchkin.
  The Munchkin Account ID is displayed in the Tracking Code box.
  Munchkin_account_id.jpg
  API_endpoint_domain.jpg
4. Enter your Client ID.
 
Click to see how to find your Client ID
1. Log in to your Marketo instance.
2. Go to the Admin area.
3. In the tree on the left, select Integration and then LaunchPoint.
4. Under Installed Services, find the relevant API and then click View Details.
  The Client ID is displayed in the Details box.
  Client_id_details.png
  Client_id.jpg
5. Enter your Client Secret.
 
Click to see how to find your Client Secret
1. Log in to your Marketo instance.
2. Go to the Admin area.
3. In the tree on the left, select Integration and then LaunchPoint.
4. Under Installed Services, find the relevant API and then click View Details.
  The Client Secret is displayed in the Details box.
  Client_secret_details.png
  Client_secret.png
6. Click Create.
  Click_create.png
  The integration is completed and the following success message is displayed:
  Marketo_connected.png
7. Click Map Fields to continue directly to field mapping.
▶ If you prefer mapping at a later time, click I'll Do It Later to return to the data library.
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