Integrate Wingify with Marketo

This article covers the following:

• Overview
• Before You Begin
• Create a Marketo Connection in Wingify
  • Send Campaign Data to Marketo 
    • Specifications of Wingify Campaign Data Sent to Marketo
  • Import Smart Lists from Marketo
• Verify the Integration Setup
• Create Marketo Smart List Using Wingify Data
• Import Marketo Data into Wingify
  • Enabling Wingify-Marketo Smart List Sync
• Use Marketo Data as a Targeting Condition in Wingify

Overview

Marketo is a marketing automation software provider that automates the process of communicating with your customers with a personalized touch for enhanced customer retention. By integrating Wingify with Marketo, you can do the following:

• Push your Wingify campaign-specific data to your Marketo account. This data can then be used to create different smart lists in Marketo. 
• Sync smart lists from your Marketo account to be employed in your Wingify campaigns for targeting returning visitors. 

Note: This integration can be established only from Wingify and is available only for Pro and Enterprise accounts.

Before you Begin

• You should possess an active Marketo account.
• The Marketo analytics code should be implemented on your webpage.

Create a Marketo Connection in Wingify

Wingify supports the following Marketo connection types:

• Send campaign data to Marketo (Push based): Allows you to track and analyze Wingify campaign data in Marketo using campaign and variation details.
• Import Smart Lists from Marketo (Targeting): Allows you to target visitors in Wingify using Marketo Smart Lists.

To create a Marketo connection in your Wingify account:

1. Log in to your Wingify account.
2. From the left panel, navigate to Configurations > Integrations.
3. Click the Marketo integration tile and click Create Connection.
4. Select the type of connection you want to configure.
5. All configured connections appear under Config > Active Connections on the Marketo integration page.

Send Campaign Data to Marketo

Use this connection type to track and analyze Wingify campaign data in Marketo using campaign and variation details.

To configure the connection:

1. Click Create Connection and select Send campaign data to Marketo.
2. In the Create Connection form, enter a name in the Connection Name field.
3. Click Create Connection.
4. Once created, the connection appears under Active Connections.

Note: To enable the connection for campaigns, go to Web Experimentation, select a campaign and go to Configuration > Integrations and select Marketo.

Specifications of Wingify Campaign Data Sent to Marketo

Wingify sends campaign data to Marketo in the following format:

Event name: visitWebPage

Event properties:

{
  url: /vwo-integration,
  params: wingify-{CAMPAIGN_ID}-{VARIATION_ID}-{TRIGGER_ID}
}

Import Smart Lists from Marketo

Use this connection type to import Marketo Smart Lists into Wingify and use them for visitor targeting.

To configure the connection:

1. Navigate to Configurations > Integrations.
2. Click the Marketo integration tile.
3. Click Create Connection.
4. Select Import Smart Lists from Marketo.
5. Enter a name in the Connection Name field.
6. In the Authentication Configuration section, provide:
   • Client ID: Enter the Client ID from your Marketo account.
   • Client Secret: Enter the corresponding Client Secret.
   • Munchkin ID: Enter the Munchkin Account ID from your Marketo dashboard (Admin > Integrations > Munchkin).
7. Click Test Connection to validate the credentials.
8. Click Create Connection.

Once created, the connection appears under Active Connections.

Info: To view the Client ID and Client Secret in Marketo, navigate to Admin > Integrations > Launch Point, select the custom service, and click View Details.

Verify the Integration Setup

You can verify the integration by checking the network calls and confirming that Wingify is sending campaign data to Marketo.

Note: The following steps apply to Google Chrome. The terminology may differ in other browsers.

1. Open the webpage where your campaign is running.
2. Right-click the page and select Inspect.
3. Go to Application > Cookies and search for combi.
4. Verify that the _vis_opt_exp_{CAMPAIGNID}_combi cookie is present. This confirms that you are part of the Wingify campaign.
5. Open the Network tab.
6. Search for visitWebPage to filter Marketo network requests.
7. Reload the page if required.
8. Select a network request and open the Payload tab.
9. Confirm that the following values are being sent:

       Event name: visitWebPage

       Properties:

       url: /vwo-integration
       params: wingify-{CAMPAIGN_ID}-{VARIATION_ID}-{TRIGGER_ID}

This confirms that Wingify is successfully sending campaign data to Marketo.

Create Marketo Smart List Using Wingify Data

To view the Wingify visitor data in your Marketo account, perform the following steps:

1. Create a smart list in the Database dashboard.
2. From the right pane under the SmartList tab, search for the VisitedWebPage filter. Drag and drop it under the SmartList tab.
3. In the filter, enter “/vwo-integration” in the second field corresponding to WebPage: to fetch the <your domain>/vwo-integration option. Select the option.
   
4. Click AddConstraint > Querystring. In the first field corresponding to Querystring:, select contains. In the second field corresponding to Querystring:, enter “VWO-Test-ID-<Campaign ID>-<Variation ID>”.
5. Navigate to the People tab, where you can find the converted visitors.
   

Import Marketo Data into Wingify

Importing the lead data from Marketo can be done by syncing your Marketo smart lists in Wingify. Upon doing so, you will be able to use the visitor data from the smart lists to target the visitors for your Wingify campaigns.

 Note: Wingify imports data from Marketo using the Marketo Export APIs. This process involves minimal API usage, typically involving only one or two API calls per Smart List per day. The precise number of API calls and the volume of data transferred depend on the size of the data within the specific Smart List being processed.

Enable Marketo Smart List Sync in Wingify

To sync Smart Lists from Marketo, you must create a hidden field named vwo_uuid in Marketo and add it to all Marketo forms. Wingify populates this field with a unique visitor identifier, enabling lead matching when Smart Lists are imported.

Note: Targeting based on UUID works only for returning visitors.

Important: Smart List syncing requires the Attributes List feature to be enabled for your Wingify account.

To enable Smart List syncing, create the connection as described in the Import Smart Lists from Marketo section. After you create the connection, you can manage Smart Lists from the Active Connections section.

The API profile used for the integration must have the following permissions:

• Access API > Read Only Assets
• Access API > Read Only Persons
  
• Access Database > Export Person
  

To add Smart Lists:

1. Under Active Connections, click the Smart Lists count or use the three-dot menu (⋮).
2. Click Add Smart List.
3. Search for and select the Smart Lists you want to import.
4. Click Add.

Wingify automatically syncs Smart Lists every 24 hours. You can manually sync:

• All Smart Lists using Sync All
• An individual Smart List using ⋮ > Sync

Notes:

• The number of Smart Lists you can add depends on your Attributes List quota.
• To add additional Smart Lists, remove existing ones using ⋮ > Delete.
• Smart Lists synced with Wingify should include the following filter condition:

vwo_uuid is not empty

• Your Marketo forms must contain the hidden vwo_uuid field.
• Smart List targeting is available only for returning visitors who have previously submitted a Marketo form containing the vwo_uuid field.

Use Marketo Data as a Targeting Condition in Wingify

To use imported Marketo Smart Lists for targeting:

Note: Marketo-based targeting applies only to returning visitors who have submitted a Marketo form containing the vwo_uuid field after the integration is enabled.

1. Log in to your Wingify account.
2. Create or edit a campaign in Web Experimentation.
3. Go to Configuration > Targeting.
4. Under Segments, select Custom Segment.
5. Add a Marketo Smart List condition.
6. Select one of the imported Smart Lists.
7. To create more advanced audience definitions, click Add Condition and combine multiple conditions using AND/OR operators and grouping.
8. Click Save Segment.

Need more help?

For further assistance or more information, contact Wingify Support.