Drive marketing automation with Marketo integration

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Showpad's integration with Marketo allows you, as a marketer, to use Showpad data on one of the leading marketing automation platforms. The integration passes powerful insights around shared content and content views in Marketo. Combining Showpad and Marketo improves your lead scoring and helps you to set up personalized marketing campaigns. As a result, your prospects are better nurtured with a better resonating message.

To make this work, we log every content share and content view in Showpad to Marketo as a custom activity or an object. This sync is one-way: Showpad data gets pushed to Marketo.

Note: When content is shared, the document views are reflected in Marketo, not the number of page views. Content uploaded by sales colleagues, stored in My Files, will not be added as a custom object. This will be listed as a custom activity. 

See how it looks

Key features

• Generate higher quality leads
• Get a more detailed overview of what marketing campaigns are effective
• Drive marketing automation results with sales insights
• Better nurture your prospects
• Personalize the level of customer engagement
• We use REST API to set up the integration
• Content shares are logged to Marketo as a custom activities
• Every content view is logged to Marketo as a custom object
• Add multiple Showpad organizations to Marketo

You need this to succeed

• Showpad Ultimate plan
• Administrator access to Showpad's Online Platform
• Administrator access to Marketo
• An API user in Marketo
• Marketo knowledge about creating custom services and objects can be helpful

The quick way to awesomeness

1. Sign in to the Marketo admin console
2. Verify that you have an API user, necessary to set up the integration
3. Create a custom service in LaunchPoint for Showpad
4. Create a custom activity for Showpad shares to be logged
5. Add the necessary custom fields to the corresponding custom activity for Showpad shares
6. Create custom objects for Showpad Content
7. Create custom objects for Showpad Content View
8. In Showpad's Online Platform, fill in the details for the Marketo integration
9. Disable or edit the connection details if necessary

Do this step by step

• Preparing for the integration
• Create custom services, activities, and objects in Marketo
• Set up the integration in Showpad
• Explaining the triggers and filters in the Showpad sharing flow
• Adding multiple Showpad instances to Marketo

Preparing for the integration

1. It's important to start in Marketo first to generate all the information we need later. Sign in to the Marketo admin console with your administrator credentials.
2. Verify that you have an API user, necessary to set up the integration. You can find this role in the Users & Roles section. We use REST API to make the integration work.
   
3. Double check that this role has full API access by clicking the role.
   
4. Expand Access API and ensure the following mandatory permissions are checked:
   • Read-Write Activity
   • Read-Write Activity Metadata
   • Read-Write Company
   • Read-Write Person
   • Read-Write Custom Object

Create custom services, activities, and objects in Marketo

1. Create a custom service in LaunchPoint for Showpad. This allows the one-way communication between Marketo and Showpad. Open LaunchPoint and select New Service.
   
2. Give the custom service a name, select custom, add an informative description and select the API user.
   

   Note: For more information about the API user and how it's used to set up custom services in Marketo, you can review this article.

3. Create a custom activity. This is required for the Showpad shares to be logged successfully. You can create a new custom activity in Database Management.
   
4. Use the following information to create the custom activity. It's necessary to have the correct values to make the integration work.
   
   • Display name: Showpad Share
   • API name: showpadShare_c
   • Description: This is optional, but we encourage clarifying what the activity does. An example is "Happens when a Showpad user shares Showpad content with a customer/prospect through the native Showpad email capability in the apps (iOS, Android, Windows, and Web) or through the Showpad Gmail or Outlook plugin."
   • Filter: Received Showpad Share
   • Trigger: Receives Showpad Share
   • Primary field Name: Receiver Email Address
   • Data type: String
5. Select the custom activity on the right, click on the drop-down menu on top, and click on Approve Activity.

   Note: More information about creating a custom activity can be found in Marketo's documentation.

6. Add the necessary custom fields to the custom activity for Showpad Shares. Click the Fields tab and add these fields. Make sure to type the API Name the way it's formatted in the API Name column below. For instance, "receiverEmailAddress" should be entered exactly like that for "Receiver Email Address." 
   
   • Receiver Email Address - receiverEmailAddress - Data type: string - Primary Field
   • Subject - subject - Data type: String
   • Body - body -Data type: Text area/string
   • Share URL (non-tracked one) - shareURL - Data type:URL/string
   • Sender Email Address - senderEmailAddress - Data type: Email
   • Date Of Share - dateOfShare - Data type: datetime
   • Number of Assets shared - numberOfAssetsShared - Data type: Integer
   • Showpad Asset names - showpadAssetNames - Data type: String
   • Showpad Asset Ids - showpadAssetIds - Data type: String
   • Sender Name - senderName - Data type: String

   Note: More information about creating custom fields can be found in Marketo's documentation.

7. Create custom objects for Showpad Content and Showpad Content View to be logged successfully. Go to the Admin screen and select Marketo Custom Objects, or select it from the Database Management menu.
   
8. Create a custom object for Showpad Content. This will be an Edge Custom Object for Showpad Content. For every piece of Showpad content, there will be a corresponding Marketo Custom Object. It's important that this Showpad Content object is created before creating the next object. 
   
   • Display name: Showpad Content
   • API name: showpadContent_c
   • Description: Optional. To make it clear, it can be: "Every piece of Showpad content corresponds to an edge custom object in Marketo."
   • Show in Person Detail: Slide the toggle to Show
9. Click Fields and add the following fields to the existing ones:
   
   • File ID - fileID - Data type: string (Toggle Dedupe Field on)
   • File Name - fileName - Data type: string
   • File Status Live - fileStatusLive - Data type: boolean (true/false)
   • File Tags - fileTags - Data type: string
   • File Type - fileType - Data type: string
   • Added on - addedOn - Data type: datetime
10. Click on Marketo Custom Objects on top. Select the Custom Object Actions drop-down and click Approve Object.
11. Create an Intermediary Object custom object for Showpad Content View. This means that every time a person interacts with a certain file, a corresponding Marketo Custom Object will be created. Click New Custom Object.
    
    • Display Name: Showpad Content View
    • API name: showpadContentView_c
    • Description: Optional. A suggestion is "Every piece view of a piece of Showpad content corresponds to an intermediary custom object in Marketo."
    • Show in Person Detail: Slide the toggle to Show
12. Click Fields and add the following fields to the existing ones:
    
    • Content ID - contentID - Data type: link (Link Object: Showpad Content) - Link Field: File ID
    • Viewer Email - viewerEmail - Data type: Link (Object: Person) - Link Field: Email Address
    • Date & Time of view - dateOfView - Data type: Datetime
    • View Time  - viewTime - Data type: Integer
    • Share URL (non-tracked one) - shareURL - Data type: URL/string
    • View Id - viewId - Data type: String (Toggle Dedupe Field on) This is the unique ID of the view. Every Custom Objects needs to have a unique identifier.
    • Sender Email Address - senderEmailAddress - Data type: Email

    Note: More information about creating custom object link fields can be found in Marketo's documentation.

Set up the integration in Showpad

1. In Showpad's Online Platform, fill in the details for the Marketo integration. You can enable the connection to 1 Marketo instance. Click Show Me How.
   
2. Fill in the form fields.
   
   
   • Name: Integration name.
   • API endpoint domain: You can find this in your Marketo dashboard, Admin, Web services. 
   • Identity URL: You can find this in your Marketo dashboard, Admin, Web services.
   • Client ID: example: ed75e2ad-2ac8-40bb-8f4a-0348bac277cb
     This is the client ID for the LaunchPoint custom service you've created for Showpad.
   • Client Secret: vHDIgIO20sckImSiyD7Vl8lY3wHrhR7X
     This is the client secret for the LaunchPoint custom service you've created. You can find both the Client ID & Secret by navigating to Admin > LaunchPoint > Your Service > View Details.
   • Automatic lead creation: Choose whether leads are created, in case they don't exist in Marketo.
     

   Note: After clicking save, a configuration check will occur. If there is an issue with the connection, an error message will be displayed. This could mean a field entry was invalid. Make sure you entered your credentials correctly, then try again.

Explaining the triggers and filters in the Showpad sharing flow

Every time a Showpad share happens, a custom activity gets logged on the lead that that share was sent to. For that activity, you get 2 filters and a trigger on the right-hand side.

Every time a prospect looks at the Showpad share that was being sent to them, a custom object gets logged. For that object, you get a trigger and 3 filters.

The first filter is created if the piece of content that the prospect looked at, was never created before in Showpad. We log a custom object for that as well. The other filters are about prospects having (not) looked at a piece of content.

It's important to note that internal shares between two users that have an email address with the same corporate domain will not be tracked. For instance, a share between two Showpad employees would not be tracked in Marketo. This is to keep data exclusively for shares to buyers, prospects, and interested parties outside of your organization. 

Adding multiple Showpad instances to Marketo

It is possible to add multiple Showpad organizations to Marketo. However, adding one Showpad organization to multiple Marketo organizations is not possible. There are two ways to add multiple Showpad organizations to Marketo:

1. You can set up multiple custom services. This is recommended by Marketo.
2. You can reuse the credentials of one custom service with multiple instances. The middleware can handle this configuration as well.