Marketo Source

Marketo is a leader in marketing automation. Use the Marketo source to load your campaigns, emails, leads, and other collections into your data warehouse.

This will allow you to write SQL to analyze your email marketing campaigns ROI, or join your email data to other data sources like web and mobile events, Salesforce, and Zendesk to tie nurture emails to re-activation rates in your app.

Getting started

Permissions

You will need Admin permissions to your Marketo account.

Add a new Marketo source

1. From your workspace’s sources page, click add source.
2. Choose Marketo.
3. Give the source a nickname and a schema name. The nickname is a label used in the Segment interface, and the schema name is the namespace you query against in your warehouse. Both can be whatever you like, but Segment recommends that you stick to something that reflects the source itself, like Marketo for nickname and marketo or marketo_prod for the schema name.
4. Configure your Marketo source with the required settings (see section below for details)

Configure your Marketo source

1. Open Marketo.
2. Go to Admin > Munchkin to find your Munchkin Account ID.
3. Go to Admin > LaunchPoint a. If you don’t already have a REST service setup, follow these steps. b. Then, copy the “Client ID” and “Client Secret” parameters. c. Paste the “Client ID” and “Client Secret” into the Segment Marketo source settings.

Data should start flowing into your warehouse in the next few hours.

Components

Sync

The Marketo source is built with a sync component, which means Segment makes requests to Marketo’s API on your behalf on a 3 hour interval to pull the latest data into Segment. In the initial sync, Segment grabs all the Marketo objects (and their corresponding properties) according to the Collections Table below. The objects will be written into a separate schema, corresponding to the source instance’s schema name you designated upon creation (for example, my_source.charges).

The sync component uses an upsert API, so the data in your warehouse loaded using sync will reflect the latest state of the corresponding resource in Marketo. For example, if first_name goes from Jess to Jessica between syncs, on its next sync that field will be Jessica.

The source syncs and warehouse syncs are independent processes. Source runs pull your data into the Segment Hub, and warehouse runs flush that data to your warehouse. Sources will sync with Segment every three hours. Depending on your Warehouses plan, Segment pushes the Source data to your warehouse on the interval associated with your billing plan.

Collections

Collections are the groupings of resources Segment pulls from your source. In your warehouse, each collection gets its own table.

Collection	Type	Description
leads	object	All available leads.
campaigns	object	All available campaigns.
email	object	All available emails.
landing_pages	object	All available landing pages.
lists	object	A set of static list records.
lead_activities	object	Activities performed by leads.
lead_activity_attributes	object	Attributes found for each individual Lead Activity.
lead_activity_types	object	Available lead activity types, along with associated metadata of each type.
lead_activity_type_attributes	object	Attributes found for each individual Lead Activity Type.
programs	object	All available programs.
segmentation	object	Accessible segmentations (subgroups based on a Smart List rule).
segments	object	Segments inside a given segmentation.

Collection properties

Leads

Property Name	Description
id	Lead id
email	Lead email
first_name	Lead First Name
last_name	Lead Last Name
created_at	Date Lead created
updated_at	Date Lead last updated
deleted_at	Date Lead deleted
custom_lead_fields	* Added during set up flow

Campaigns

Property Name	Description
id	Campaign id
name	Campaign name
active	Whether the Campaign is active. Only applicable to trigger campaigns
type	Type of the Campaign ([‘batch’, ‘trigger’])
workspace_name	Name of the parent workspace if applicable
created_at	Date Campaign created
updated_at	Date Campaign last updated

Email

Property Name	Description
id	Email id
name	Email name
status	Status filter for draft or approved versions
url	URL of the Email in the Marketo UI
description	Description of the Email
operational	Whether the email is operational
template	Id of the parent template
text_only	Setting to include text-only version of email when sent
web_view	Whether ‘View as Webpage’ function is enabled for the email
workspace	Name of the workspace
version	Version/Revision of the Email
subject	Subject Line of the Email
from_name	From-name of the Email
from_email	From-address of the Email
reply_email	Reply-To address of the Email
folder_type	Folder type of the Email
folder_value	Folder value of the Email
folder_name	Folder name of the Email
created_at	Date Email created
updated_at	Date Email last updated

Landing pages

Property Name	Description
id	Landing Page id
name	Landing Page name
status	Status filter for draft or approved versions
workspace	Name of the workspace
url	URL of the Landing Page in the Marketo UI
computed_url	-
mobile_enabled	Whether the page has mobile viewing enabled
robots	Robots directives to apply to the pages meta tags
keywords	-
title	Title element of the Landing Page
template	Id of the template used
custom_head_html	Any custom HTML to embed in the tag of the page
description	Description of the asset
facebook_og_tags	Any Facebook OpenGraph meta tags to apply to the page
form_prefill	Boolean to toggle whether forms embedded in the page will prefill
folder_type	Folder type of the Landing Page
folder_value	Folder value of the Landing Page
folder_name	Folder name of the Landing Page
created_at	Date Landing Page created
updated_at	Date Landing Page last updated

Lists

Property Name	Description
id	List id
name	List name
description	Description of the list
program_name	Program name
workspace_name	Name of the workspace
created_at	Date List created
updated_at	Date List last updated

Lead activities

Property Name	Description
id	Lead Activity id
activity_id	Legacy Id of the activity (Deprecated)
lead_id	Id of the lead associated to the activity
campaign_id	Id of the associated Campaign, if applicable
primary_attribute_value_id	Id of the primary attribute
primary_attribute_value	Value of the primary attribute
activity_type_id	Id of the activity type
activity_date	Datetime of the activity type

Lead activity attributes

Property Name	Description
id	Combination of Lead Activity id, Lead Activity Type id and Lead Activity Attribute name
activity_id	Id of the lead activity associated to the attribute
activity_type_id	Id of the lead activity type associated to the attribute
activity_type_attribute_id	Combination of the attributes associated activity type id and attribute name
name	name of the Attribute
value	value of the Attribute

Lead activity types

Property Name	Description
id	Lead Activity Type id
name	Lead Activity Type name
description	Lead Activity Type description
primary_attribute_name	Value of the primary attribute
primary_attribute_data_type	Type of the primary attribute

Lead activity type attributes

Property Name	Description
id	Combination of Lead Activity Type id and attribute name
activity_type_id	Id of the lead activity type associated to the attribute
name	Name of the Attribute
data_type	Data Type of the Attribute

Programs

Property Name	Description
id	Program id
name	Program name
description	Program description
url	URL of the Program in the Marketo UI
type	Program type ([‘program’, ‘event’, ‘webinar’, ‘nurture’])
channel	Program channel
status	Program status ([‘locked’, ‘unlocked’, ‘on’, ‘off’])
workspace	Name of the workspace
sfdc_id	SFDC id of the program if linked to an SFDC campaign
sfdc_name	Name of the linked SFDC campaign if applicable
folder_value	Folder value
folder_name	Folder name
folder_type	Folder type
created_at	Date Program created
updated_at	Date Program last updated

Segmentations

Property Name	Description
id	Segmentation id
name	Segmentation name
url	URL of the Segmentation in the Marketo UI
description	Description of the asset
status	Status filter for draft or approved versions
workspace	Name of the workspace
folder_value	Folder value
folder_name	Folder name
folder_type	Folder type
created_at	Date Segmentation created
updated_at	Date Segmentation last updated

Segments

Property Name	Description
id	Segment id
name	Segment name
segmentation_id	Id of the related Segmentation
description	Description of the asset
url	Url of the asset in the Marketo UI
created_at	Date Segment created
updated_at	Date Segment last updated

Adding Destinations

Currently, Warehouses are the only supported destination for object-cloud sources.

FAQs

How many API calls will the Segment source use to sync all my data?

Segment doesn’t provide statistics for these consumed API calls, since Segment systems only log the number of objects pulled from Marketo as throughput.

Can I limit API usage on the source?

Yes. You can specific a daily limit to the API calls the source will consume. If you don’t set a limit, Segment will, by default, consume as many API calls as are available in the limit you agreed to with Marketo to sync the entire source.

Segment also uses the Lead and Activity Bulk Extract APIs to reduce the number of requests needed to sync the data. For these syncs, Segment has a limit of 500 MB worth of files downloaded per day.

What if my daily Marketo API quota isn’t enough?

If your source needs more than 10,000 REST API calls or more than 500 MB of data to sync, Segment will continue the sync when a new batch of API calls is available.

Marketo’s API quota applies across your subscription. If other applications share the quota, it could interfere with Segment’s ability to sync the source.

Why can’t I find the lead_activities table in my data warehouse? does Segment not ingest it?

You first need to enable the Activity Type IDs (optional) setting in the Marketo source, which must be enabled for Segment to pull the lead_activities collection source. Once Segment pulls the data, it will be available in your data warehouses.

Can I get other collections synced by the source?

Contact Support to get additional collections added to your source.

Can I get other columns synced by the source?

Yes. For leads and activities, choose Custom Lead Fields (optional), which lets you enter comma-separated custom files that will be synced by Marketo’s REST API name.

View Marketo’s List of Standard Fields documentation for a complete list of standard fields and Marketo’s REST API names. Reach out to Segment support if you’re interested in other fields.