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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.

Get the integration! The Marketo integration is available as an add-on at an additional cost. Contact sales »

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, make sure your survey includes questions like NameEmail addressPhone, or Address.

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

  1. Log in to SurveyMonkey.
  2. Click the grid icon in the top right corner and select Integrations & Plug-Ins.
  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.
  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.
Mapping Action
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.
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.

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.

The Field Mappings table lets you map how the integration syncs the answers from your survey to your leads in Marketo. The Hidden Mappings table lets you map custom values to Marketo fields to be passed with each response—for example send a value describing or coding your survey's audience. 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. You can make a question required directly from the mapping page by clicking the yellow triangle icon next to 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.
  • When you map to a boolean field in Marketo, it's set to True if any answer is selected or entered—you won't be able to determine what the answer is. Only map to a boolean field if you just want to capture if a particular optional question was answered or not.

TIP! To create and map a Yes/No question, add a multiple choice question to your Survey, label your answer options Yes and No, and map these options to text fields in Marketo.

  • To set a default value to pass if a question isn't answered:

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.

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.
ActionsView 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.