Drive marketing automation with Marketo integration

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 set up personalized marketing campaigns. As a result, your prospects are better nurtured with a stronger 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 your sales colleagues upload to My Files won't be added as a custom object. Instead, it 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 custom activities
• Every content view is logged to Marketo as a custom object
• Add multiple Showpad organizations to Marketo

You need this to succeed

The quick way

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 Admin App, fill in the details for the Marketo integration
9. Disable or edit the connection details if necessary

Do this step by step

• Prepare for the integration
• Create custom services, activities, and objects in Marketo
• Set up the integration in Showpad
• Learn about the triggers and filters in the Showpad sharing flow
• Add multiple Showpad instances to Marketo

Prepare for the integration

It's important to start in Marketo first to generate all the information we need later.

1. 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 under Security in the Users & Roles section, on the Roles tab. We use REST API to make the integration work.
3. Click the API Only User to Double-check that this role has full API access.
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

Create a custom service in LaunchPoint for Showpad. This allows one-way communication between Marketo and Showpad.

1. In the Integration section of the left side menu, select LaunchPoint to view Installed Services. Click New and select New Service.
2. Give the custom service a Display Name. Next to Service, select Custom, add an informative Description, and select the API Only 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 Marketo article.

3. Create a custom activity. This is required for the Showpad Shares to be logged successfully. In the Database Management section of the left side menu, select Marketo Custom Activities. Click New Custom Activity.
4. Create the custom activity using the following details. The correct values are necessary for the integration to 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 new custom activity on the right, click the drop-down menu at the top, and select 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."

   Name	API Name	Data Type
   Receiver Email Address (Primary field)	receiverEmailAddress	string
   Subject	subject	string
   Body	body	text area/string
   Share URL (non-tracked one)	shareURL	URL/string
   Sender Email Address	senderEmailAddress	email
   Date Of Share	dateOfShare	datetime
   Number of Assets Shared	numberOfAssetsShared	integer
   Showpad Asset Names	showpadAssetNames	string
   Showpad Asset Ids	showpadAssetIds	string
   Sender Name	senderName	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 from the Database Management section of the left side 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. This Showpad Content object must be 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 the Fields tab and add the following fields to the existing ones:

   Display Name	API Name	Type
   File ID	fileID	string (Toggle Dedupe Field on)
   File Name	fileName	string
   File Status Live	fileStatusLive	boolean (true/false)
   File Tags	fileType	string
   File Type	fileType	string
   Added on	addedOn	datetime

   
10. Click Marketo Custom Objects on top. Select the Custom Object Actions drop-down and select 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 and fill in the information:
    • 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 customobject in Marketo."
    • Show in Person Detail: Slide the toggle to Show
12. Click the Fields tab and add the following fields to the existing ones:

    Display Name	API Name	Type	Link Field
    Content ID	contentID	link (Link Object: Showpad Content)	File ID
    Viewer Email	viewerEmail	link (Object: Person)	Email Address
    Date & Time of view	dateOfView	datetime
    View Time	viewTime	Integer
    Share URL (non-tracked one)	shareURL	URL/string
    View Id (This is the unique ID of the view. Every Custom Objects needs to have a unique identifier.)	viewId	string (Toggle Dedupe Field on)
    Sender Email Address	senderEmailAddress	Email

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

    

Set up the integration in Showpad

In Showpad's Admin App, fill in the details for the Marketo integration. You can enable the connection to one Marketo instance.

1. Click the gear icon to open Settings. Then, select Marketo from the Integrations section of the left side menu.
2. Click Show Me How. The link will take you to this article, which will help you gather the necessary information to set up the integration.
3. Click Ok! Do This Now!
4. 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 and Secret in your Marketo dashboard 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.

The triggers and filters in the Showpad sharing flow

Every time a Showpad Share occurs, a custom activity is logged on the lead to whom the share was sent. For that activity, you get two filters and a trigger on the right-hand side.

Every time a prospect looks at the Showpad Share that was 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 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 your organization.

Add multiple Showpad instances to Marketo

You can add multiple Showpad organizations to Marketo, but a single Showpad organization cannot be added to multiple Marketo organizations. 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 also handle this configuration.