Marketo

  • Updated on Nov 5, 2025
  • Published on Oct 9, 2024
  • 2 minute(s) read
Prev Next

✅  Source  ✅  Destination

With HG Insights + Marketo, segment your marketing campaigns based on the quality and level of engagement of your Leads. 

What does this integration do?

This integration enriches your Marketo leads with the predictive and behavioral lead attributes generated by HG Insights.

This is particularly useful for:

  1. Creating automated workflows in Marketo (eg. “send an email on behalf of a sales person when customer is ready to buy”)

  2. Creating smarter Marketo reporting (eg. “how many truly qualified leads were created month over month”)

  3. Personalizing outreach based on predictive and behavioral attributes (eg. greet a customer saying “I saw you created your first 10 reports and I thought I would reach out to discuss…”)

 Supported objects

 

Pull (Source)

Push (Destination)

Lead

✅

✅

Activity

✅

NA

Account

❌

❌

Opportunity

❌

❌

Custom objects

❌

❌

Please note that Likelihood to Buy and Lead Grade scores can only be pushed to your Marketo if HG Insights estimates that your API limits are high enough for this usage. Getting close to your daily quota could disrupt your other workflows, we want to avoid that!

You can enable a sync between Marketo and Salesforce or enable the push to S3 as an alternative.

How to set it up?

Step 1: Create a HG Insights user in Marketo

Set up the Marketo REST API for HG Insights

Follow the Marketo documentation to 

  • create an API role,

  • create an API-only user for HG Insights and associate it with the API role you just created

  • create a custom service for HG Insights application

  • obtain the customer service credentials you'll need to enter in HG Insights app 

    • Client ID

    • Client Secret

    • Endpoint URL

    • Identity URL

For the API Role, please use the following permissions 

  • Read-Write Person 

  • Read-Only Activity 

  • Read-Only Activity Metadata 

  • Read-Only Company

 

Step 2: Enter Marketo user credentials in HG Insights

  1.  

  2. Log in HG Insights app app.HG Insights.com

  3. Go to Integrations

  4. Click on Marketo 


  5. Copy/paste the information obtained in Step 1 
     

  6. Click Save

HG Insights will start pulling data from Marketo. The list of fields being pulled by default will appear in the section "Pull". 

To receive the HG Insights scores in Marketo, you would need to create the HG Insights fields in Marketo so that your leads can be enriched with your HG Insights data.

  • You can find a comprehensive list of fields here.

  • Follow Marketo’s instructions to create the custom fields.

  • Field usage settings being every time “Included in layout: No, Editable by API: Yes, Visible in the UI: Yes”.

FAQ

  • I want to have the HG Insights scores from Salesforce in Marketo - how can I do that?

To enable to HG Insights scores to be visible in Marketo, you will need to map the fields from Salesforce to be visible in Marketo.  Once the fields have been mapped, the fields will be automatically created in Marketo and the two systems will manage the synchronicity.  See the guide on Marketo's site.

 

  • What are some of the fields you pull from Marketo? Here are some of the fields we typically pull from Marketo (but this is NOT exhaustive):

  1. interesting_moments 

  2. open_email, 

  3. visit_webpage, 

  4. email_bounced_soft, 

  5. click_email, 

  6. fill_out_form, 

  7. unsubscribe_email

  • Can HG Insights pull custom objects from Marketo?

    • No

  • Can HG Insights pull custom Activities from Marketo?

  • Can HG Insights pull custom Lead fields from Marketo?

  • Can HG Insights pull Marketo Programs from Marketo?

    • No

  • Can HG Insights pull Marketo Events (differ from Activities) from Marketo?

    • No

Related articles