Marketo Targeting, also known as Conversational ABM, allows you to sync a Marketo List to Drift and send your prospects and customers a personalized playbook!

You can now personalize playbooks for:

• target accounts
• high MQL leads
• different products, roles, job titles, behaviors, events, and more

Billing Plan: The Marketo Integration is only available on the Premium Plan and above.

In this article, we'll cover

• filtering your lists to show only contacts with Marketo cookies
• syncing your Marketo Lists into Drift as a segment
• adding these segments to a Playbook audience 
• FAQs

Warning:

In order to export Marketo Smart Lists to Drift, you will need access to additional functionality within the Bulk Lead Export API for your Marketo Account.  Contact Marketo Customer Support to enable this functionality.

Syncing your Marketo Lists into Drift

Firstly, if you haven't already, make sure you've connected your Marketo account to Drift. For full instructions on how to do that, go here!

Once you've connected your account, let's get your Lists into Drift!

Filtering Your Lists to Contain Cookied Contacts

Before you sync your Lists into Drift, we recommend filtering them to include contacts that could possess a Marketo Munchkin cookie. Currently, there is no way to identify which contacts have been Cookied within Marketo, so the below method is the safest way to ensure that no Cookied contacts are missed.

Warning:

Drift will only import contacts within your Marketo Lists which have Marketo Cookies. When some Contacts appear in your Marketo list but are not synced to Drift, a missing Munchkin Cookie is the most common reason. There are many reasons why a Contact who visited a page, clicked on an email, or filled out a form may not have been Cookied including: disabled JavaScript, ITP, Opt-Out, and many more.

First, clone the list that you'll be syncing to Drift. For full instructions on List cloning, check out Marketo's help documentation here.

Once you've cloned the relevant list(s), add filters to isolate only Contacts that could be Cookied. We recommend adding:

1. [Visited web page] is any
2. [Clicked Link in Email] is any
3. [Filled Out Form] is any
4. [New Drift Conversation Started] is not empty

Tip:

We recommend setting the date of activity to be within the past 90 days to account for users who may have cleared their cache and/or cookies.

 

Finally, rename your List to be something unique!

Syncing Your Lists

Within Drift, navigate to the "Imports" section within the Contacts view, or click here! You'll see two options on screen, one to upload a CSV of contacts and one to import a Marketo List. Click "Import Marketo List".

On the next screen, you'll see your lists, separated into Static and Smart Lists.

 

All your lists will have have an empty circle under the "Status" column. Once they've been imported, you'll see the check mark appear there!

Next, choose which of the lists you'd like to import into Drift. You can select multiple lists at a time by using the check boxes on the left. When you've made your selections, click the Import button at the top right! You'll see a modal pop up to confirm your list selections. Hit "Import" again to confirm!

After confirming your import, you'll see an info message to let you know that importing those lists often takes 15 minutes or more. You can click "Take me there" to be brought to the segments page to see all of your segments in Drift.

 

Note:

If it's a larger list, the created segment might be blank. However, it will populate when the import finishes! 

 

Adding Marketo Segments to a Playbook Audience

You can easily add your created Marketo segments to a Playbook audience. Click "All Segments" in the drop down and navigate to "Marketo Segments."

You can then easily add these segments to a bot Playbook audience! Click the target icon.

You'll see a modal with two fields, one for selecting which bot Playbook you'd like to add this segment to, and one for whether you want them to be specifically included or excluded.

 

Make your selections for Playbook and inclusion/exclusion, then hit "Add to bot audience." You'll see a success message and there's nothing more to it!

Note: 

Currently, you can only add one segment at a time to a Playbook audience.
 

FAQs

When does the nightly sync occur?

Nighty sync's occur at approximately Midnight UTC.

How do I check that the lists I imported into Drift were successful?

From the Contacts view, click Imports and then Import Logs.

On the next page, you'll be able to see the logs of any attempted or completed syncs as well as a breakdown of how many contacts were added/removed from a segment, and any contacts that were not imported. For the latter, clicking View Logs will give you more information about failed syncs.
As noted above, the most common reason that some Contacts appear in your Marketo list but are not synced to Drift is a missing Munchkin Cookie for those Contacts.

Note: Someone in a contact segment can be removed from the segment if they are removed from the corresponding list in Marketo. Similarly, someone can be added to a contact segment in Drift if they are added to the corresponding list in Marketo.

How do I filter my contacts to see which have a Marketo cookie?
You can easily filter contacts to show which of them have a Marketo cookie. Navigate to the Contacts view and click Create filter. Select Attribute and type in marketo_cookie and use is known. Then, click Apply filter.

 

Will the nightly sync use up my Marketo API calls?

The nightly sync (Approximately Midnight UTC) does not use a large amount of API calls and should not have a major effect on your overall API call limit. You set which Marketo lists you want to sync to Drift going forward. The list then syncs based on emails and their corresponding munchkin ID's overnight. Then in your playbook targeting settings you can include or exclude people who are included in the synced Marketo list. It is important to note that this sync is separate from the Marketo cookie identification feature which can use many API calls.