If you're looking to understand, edit, or update your Marketo event mapping, you're in the right place!

Integration covered in this article

• Marketo

Prerequisites

• You are a Pro Plan customer

• You connected Marketo to MadKudu

• You know what the event mapping is

• If you want to make edits, you have the architect or admin role

What is the Marketo event mapping?

If you have connected Marketo to MadKudu, you'll find a Marketo event mapping that detects your key forms to be used across MadKudu, in reports and in your behavioral models.

Where do I find the Marketo event mapping?

In app.madkudu.com > Mapping > Event mapping

Click on 'Marketo' to see how your Marketo forms are mapped to MadKudu.

Click on the Edit logo to access the detailed configuration.

This mapping is pre-populated for you with keywords to detect in the names of your forms and with keywords to detect in the url of your webpages, for most classic forms and webpages in the industry.

How to read the Marketo event mapping page?

The first thing to note is that several versions of your Marketo event mapping are stored here.

Click on the list in the top right corner to see:

• Your Live event mapping, with its date of publication

• Your Draft version, if you start making edits and save them, but don't publish them (publishing is currently not a feature accessible to our users)

• Previously published event mapping with their date of publication. These are the events mapping that were once live, but have been replaced. 
  
  

Storing several versions allows to work on a draft before publishing, or to revert to a previous version easily if an incorrect event mapping was published.

The rest of the page presents one event per line.

• Event: The name of your event in your system

• Negative user activity: Check this box to identify negative behaviors (unsubscribe, email bounce...) so they don't appear in the signals seen by your Sales teams and they're not counted in your aggregations

• MK Event name (signals): How the event will appear in your CRM signals. No signal is displayed for events classified as 'Non-user activity'.

• MK Event name: How MadKudu identifies this event throughout the platform.

• Activity type: Helps you categorize your events. Usually 'Marketing Activity' for most Marketo forms & 'Web activity' for web visits.

How to edit the Marketo event mapping?

Here are some important questions to answer before you start making any modifications to your event mapping.

What events to include from Marketo?

Hand raisers activities (Demo requests, Contact us forms...), marketing forms, email activities (email clicks, subscription/unsubscription), web visits.

What events to exclude from Marketo?

• Non-user activities: This means product events that happen when your user is passive. They don't show any intent from your users.

• Redundant events: If an activity performed by your users is represented by 2 different events in your systems, map one of them and exclude the other in order to not give double weight to this activity.

For which activities should Marketo be the source of truth?

If you track the same behavioral data in different systems, which system should you choose as the source of truth for each activity type?

• Hand-raising activities (Demo requests, Contact us forms...): We recommend using Salesforce Campaigns as the source of truth for hand-raising activities, but if you don't use Salesforce, use Marketo as your source of truth.

• Marketing activities: We recommend using Salesforce Campaigns as the source of truth for marketing activities, but if you don't use Salesforce, use Marketo as your source of truth.

• Web visits: We recommend using Marketo as the source of truth for web page visits

• Email activities: We recommend using Marketo as the source of truth for email activities

How granularly should your Marketo events be mapped?

We recommend keeping the default granularity: grouping forms together based on the event they represent: a demo request, a webinar registration...

Same thing with web visits.

How to modify the Marketo event mapping?

Now that you know what you're about to modify, here's a guide on how to do it.

1. If you want to start working from your current mapping, stay on the live version.

If you previously started working on a draft and want to pick up where you left off, go to your Draft.

2. Click 'Start draft' or 'Edit draft' in the top right corner.

3. Please regularly save your work to avoid being disconnected from the platform and losing your modifications.

• Exclude an event
  

  • Select the activity type 'Non-user activity'

• Add a new form to an event

  • The keywords provided out of the box might not work for your specific form names or webpage urls. Let's say MadKudu searches for 'title CONTAINSdemo%request' but your demo request form is called 'Demo sales form'. Make sure your form names are detected by adding the proper keywords.

  • Click 'Add new condition' 

• • Click 'Add a new condition' in the pop-up window
     
    

• • Add the logic to detect your form name via the form title 
    
    
    

  • Click 'Save' at the bottom of the pop-up window

•  

• Add an event

  • Click 'Add new events' in the top right corner
     

  • A new line appears on top of the others
     

  • Click 'Add new condition'

  • Define your event logic in the pop-up window (based on form primaryattributevalue, campaign or webpage_url, usually)

  • Type a user-friendly name for your Sales team to see in the signals in column 'MK event name (signals)'

  • Type a user-friendly name in column 'MK event name'

  • Select the Activity type

• Maximize signals granularity

  • Display the form title for form submission events in the signals using the dynamic value {{primaryattributevalue}} 
    
    

  • Display the URL for webpage visit events in the signals using the dynamic value {{primaryattributevalue}} 
    
    

  • Note that primaryattributevalue is the name of the field that contains the title of Marketo forms and the URL of webpage visits.

  • Don't use dynamic values for "MK event name", as the goal is to group similar events in the Likelihood To Buy model.

4. Click 'Save draft' in the top right corner.

5. Your edits are now saved in draft.

6. To deploy your changes to production, click 'Publish changes'.

What's next?

After your new event mapping is deployed, you need to take several steps to have this new event taken into account in your behavioral scoring:

1. Wait for the map process to run in the process page. This step is needed for the platform to take into account the changes published to the event mapping. 
   
   

2. Head to the Studio. Duplicate your live LTB model.

3. Re-build the LTB dataset in the Data Studio. This step is needed to recompute all the data analysis and give you fresh stats and insights! Click 'Change dataset' on the Overview page 
   
   

4. Don't change any parameter, just click 'Build and load dataset' 
   
   

5. Wait until you receive a success email saying your dataset has been loaded.

6. Head to Model > Insights to see your new event.

7. Head to Model > Model to set a weight for this new event.

F.A.Q.

My newly mapped event does not appear in the Data Studio, what's going on?

Only events that have been performed by at least 1 lead during the past 9 months appear in the Studio.

Please check that you do have at least 1 email address recently associated with this event.