Marketo Integration

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Our Marketo integration lets you sync your SurveyMonkey response data with your leads in Marketo. You can use it to create or update leads in Marketo from contact information collected in SurveyMonkey, attach survey response data from SurveyMonkey to existing leads in Marketo, and trigger email campaigns based on certain response conditions.

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Survey Requirements

When you build your survey think about how it should map to your Marketo fields. For example:

  • If you're mapping to a date field in Marketo, make sure that your survey includes a Date/Time question.
  • If you want a survey to create new leads, it survey needs to have a question that collects an email address.
TIP! If you add a Contact Information Question, we'll automatically map its fields to Marketo.
Adding a Contact Information Question to a Survey

To add a Contact Information Question question to your survey:

  1. Go to the Design Survey section of your survey in SurveyMonkey.
  2. From the BUILDER section of the sidebar, drag and drop the Contact Information question type into your survey.
  3. Choose which fields you want to be visible. Make sure the Name and Email fields must be marked as Visible in order to work with the Marketo integration.
The Address 2 field won't transfer over to leads in Marketo, so we suggest hiding this field in SurveyMonkey so respondents can enter their entire address in the Address field.

Connecting a Survey to Marketo

Once your survey and Marketo account are ready, follow these steps to link a survey to Marketo:

  1. Log in to SurveyMonkey
  2. Click Survey Services at the top of your SurveyMonkey account and click Integrations.
  3. Click Marketo.
  4. Click Connect Survey.
  5. Choose your survey from the dropdown menu.
  6. Select a Mapping Action and review its options.
  7. If you're updating leads, create your Query Mappings. If you're using Marketo to send out your campaign, keep the SurveyMonkey Field Marketo Lead Id mapped to the Marketo Lead Field Id. If you're distributing the survey in another way, read more about Query Mappings.
  8. Select your Field Mapping, or how the response fields from your survey should map to each Marketo lead. If you've added a Contact Information Question, its fields are automatically mapped for you.
  9. Select or create a collector for the integration to use and click Save.
  10. Copy and paste the survey URL into your Marketo email or landing page template.
Existing survey responses that were collected before connecting with Marketo will not populate in Marketo.

Mapping Actions

Mapping Action
Description
Create a New LeadCreates a new lead in Marketo for each survey response. This option doesn't look to see if the lead exists, it just creates a new one each time.
Update an Existing LeadUses your query mapping to find existing leads. If a lead exist, it's updated. If it doesn't exist, it'll add an entry to your Error Log.
Update or Create LeadUses your query mapping to find existing leads. If a lead exists, it's updated. If it doesn't exist, a new lead is created.

Options

Options
Description
Overwrite record fields that have existing valuesReplaces the values in existing Marketo fields with whatever is entered into your survey unless the field is blocked in Marketo. If not selected, only empty lead fields will be updated. We recommend only using this option if all fields you're mapping come from required questions in SurveyMonkey.
Sync response metadata using a 'SurveyMonkey Event' activityAdds SurveyMonkey Event as a custom activity in your lead's Activity Log in Marketo. This custom activity includes: Survey Name, Survey ID, Event Type, Event Value, Event Time, and Event Duration.
Sync all question responses using 'SurveyMonkey Answer' activitiesAdds SurveyMonkey Answer as a custom activity in your lead's Activity Log in Marketo for each question on your survey that the respondent answers. This custom activity includes: Survey Name, Survey ID, Question Name, Question ID, Question Answer, Question Answer Number Value, Column Weight, Column Label, Row Label.
TIP! SurveyMonkey's custom activities let you create Smart Lists in Marketo to segment leads based on how they answered questions in your survey. When you create a Smart List, use the Survey Name, Question Name, and Question Response values from the Survey Answer activity to build your filter. For example, create a Smart List that filters for leads that answered a 9 or 10 to the Net Promoter Score question—making them a Promoter of your brand.

Query Mappings

SurveyMonkey uses your Query Mapping criteria to determine which lead to update.

If you're using Marketo to send out your survey, leave the SurveyMonkey Field Marketo Lead Id mapped to the Marketo Lead Field Id.

If you're distributing your survey in another way, you'll need to map a survey field to another field in Marketo that'll let the integration look up your leads by that field to figure out which one to update. For example, if you want to use an email address, select the SurveyMonkey question that collects an email address and map it to the Marketo field that stores it.

Whatever you choose should be unique, if you have multiple leads with the same email address, you may want to map a second value to look leads up by, like, name. This way you can create a unique combination. Add more mappings to your lookup by clicking Add Field Mapping. If the integration comes up with more than one lead that matches your Query Mapping criteria, it'll log it in your Error Log.

Field Mapping

The Field Mappings table lets you map how the integration syncs the answers from your survey to your leads in Marketo. You can also set Default Values to sync when a question gets no response or to always pass a hidden value. When mapping fields remember that:

  • The fields must match in data type, so a date field in Marketo should match a Date/Time question in SurveyMonkey and an email field in Marketo should match a question asking for an email address in SurveyMonkey.
  • If you've turned on the option to overwrite existing data, a respondent leaving a mapped question blank could result in data loss. You can avoid this by making mapped questions required or setting a default value for the mapping.
  • Any field you've set to be blocked in Marketo can't be overwritten, even if you've turned on the overwrite existing data option.
  • Not all survey questions need to be mapped to a lead field. The responses to unmapped questions are available in Analyze and, if you're using the sync SurveyMonkey Answers option, in your lead's Action Log in Marketo.
To set a default or hidden value for a mapping:
  1. Click to the right of the mapped value you want to set a default for.
  2. Enter your desired value into the Default State box. If you want to have the integration always use this value no matter what answer the respondent provides, select Always use this value. The answer the respondent provided will still show up in Analyze or in the lead Activity Log in Marketo.
TIP! You can make a question required directly from the mapping page by clicking the yellow triangle icon next to the mapping.

Managing Connected Surveys

You can view and manage your connected surveys from the main page of the integration where they're listed in a table.

TIP!Use the Audit Log to jump directly to a lead in Marketo by clicking Lead Id or jump directly to the response in Analyze by clicking Respondent Id.
Column
Description
NameThe name of the survey.
CreatedThe date you first connected the survey to Marketo.
StatusActive: The survey is actively syncing with the Marketo object.

Paused: New responses won't sync with Marketo.
Created LeadsThe number of new leads that have been created based on a new survey response.
Updated LeadsThe number of existing leads that have been updated based on a new survey response.
Actions
View Link: Get the survey link you need to copy and paste into your Marketo email or landing page template.

Edit: Edit the syncing options and mapping you configured when you connected the survey to Marketo.

Pause/Restart: Pause or restart syncing between the survey and the Marketo object. Any new survey responses collected while the project is paused won't update or create leads in Marketo.

Delete: Disconnects the survey from the Marketo object and removes it from the list. To reconnect them, you'll need to create the project again.

View Audit Log: View a log of responses that have been transferred to Marketo.

View Error Log: View a log of any sync errors that have occurred. This option only shows up if there are sync errors.

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