Marketo Integration

This document contains the instructions about setting up integration of N.RICH with Marketo. Please consult your N.RICH Representative in case of questions or information requirements.

1. Provide N.RICH with all the following integration keys

[Estimated time: 5 min]

MARKETO REST API		MARKETO SOAP API
1	Endpoint	4	Endpoint
2	Client ID	5	Client ID
3	Client Secret	6	Client Secret

How to test	N.RICH system will automatically verify whether the keys work as expected.
Purpose	Enabling the use of Marketo API for N.RICH system. N.RICH uses only the necessary data related to targeting and enabling its system functionalities. N.RICH does not store any personally identifiable information (PII). For more information, please see: http://n.rich/privacy-notice

2. Add the custom field, N.RICH Engagement Score under the contact on Marketo

[Estimated time: 2 min]

Instructions	The type of the field must be Integer
Custom field name	N.RICH Engagement Score
How to test	Once set-up N.RICH system will automatically verify whether the field has been properly created.
Purpose	Engagement scoring logic defined in within N.RICH's system will be stored on this field

3. Add the separately delivered N.RICH Smart Engagement tag to Marketo landing page templates

[Estimated time: 2 min / template]

Instructions	Tag should be placed just above the closing </body> tag
How to test	Send N.RICH a link to a Marketo landing page template based on which N.RICH representative can verify the tag.
Purpose	N.RICH Website tag is used for two purposes 1) being able to remarket to the visitors of the landing page and 2) being able to sync N.RICH cookies with Marketo cookies. This sync is mandatory for lead scoring integration.

4. Define the engagement scoring model for N.RICH system

[Estimated time: 30 min]

Instructions

Score needs to be defined for the following events:

Engagement (Start of scrolling)

Reading (Scrolling 50% and spending 10s or more time with content)

Completing (Scrolling 100% and spending 10s or more time with content)

CTA click (Clicking a CTA)

The score is cumulative ([1]+[2]+[3]+[4]) and it is first recommended to define the total score for all sequential interactions (e.g. 20) and then defining the individual scores. A common approach is to score the sum of all aforementioned events equivalently to filling a form. Typical scoring weights include: 1 - 1 - 1 - 1 and 1 - 1 - 2 - 2 (Engagement - Reading - Completing - CTA click)

How to test

Once engagement has been tracked, the functionality can be verified by checking prospects with greater than zero value for N.RICH Engagement Score. Due to the time required for the cookie syncing process, it may take up to a month from the start of the program to get first prospects with actual score.

Purpose

Enables integrating N.RICH engagement into the lead scoring / qualification processes.

5. Integrate N.RICH Engagement Score into the lead scoring automation rules

[Estimated time: 1-2h]

Instructions	As the final it is recommended to integrate N.RICH Engagement Score into the automation processes related to lead qualification so that total lead score = General Lead Score + N.RICH Engagement Score.
Purpose	This is custom based on your existing lead scoring processes.