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Send data to Marketo using the API Form Submission Exports in PathFactory

Marketo has decided to phase out their save2 event in forms. Our engineering team built a solution using the API Forms Submission Exports.

WARNING: as of October 2021, the API will be the the only way to send PathFactory session engagement data to Marketo custom lead fields.

For this configuration to be fully working, ensure you’ve set up your Marketo API in PathFactory. The API allows you to bring in these fields as triggers in your Marketo workflows. You can also use the values as a personalization token in your email templates.

Let's go over the steps together.

Step 1: Create fields in Marketo

First, you need to create new Custom Property Fields in Marketo. You can find this configuration in Marketo’s Admin Settings > Field Management.

You will typically be sent a standard list of fields by one of our Implementation Specialists if you’re currently onboarding with us. See the expandable list of field names for your reference.

Field names Field Name: PathFactory Experience Name Field Value: pathFactoryExperienceName Field Type: String Field Name: PathFactory Number of Assets Viewed Field Value: pathFactoryNumberofAssetsViewed Field Type: Integer Field Name: PathFactory Content Count – Threshold Met Field Value: pathFactoryContentCountMetThreshold Field Type: Integer Field Name: PathFactory Content Journey Field Value: pathFactoryContentJourney Field Type: Text Area Field Name: PathFactory Content List – Threshold Met Field Value: pathFactoryContentListThresholdMet Field Type: Text Area Field Name: PathFactory Topic List – Threshold Met Field Value: pathFactoryTopicListThresholdMet Field Type: String Field Name: PathFactory Funnel Stage – Threshold Met Field Value: pathFactoryFunnelStageThresholdMet Field Type: String Field Name: PathFactory Content Types List– Threshold Met Field Value: pathFactoryContentTypesListThresholdMet Field Type: Text Area Field Name: PathFactory Engagement Score Field Value: pathFactoryEngagementScore Field Type: Integer Field Name: PathFactory External ID Field Value: pathFactoryExternalID Field Type: String Field Name: PathFactory Engagement Time Field Value: pathFactoryEngagementTime Field Type: Integer Field Name: PathFactory Last Viewed Content Title Field Value: pathFactoryLastViewedContentTitle Field Type: String Field Name: PathFactory Last Viewed Content Source URL Field Value: pathFactoryLastViewedContentSourceURL Field Type: String

NOTE: Please use the Field Type as we have recommended.

Step 2: Create a Marketo form

  1. Create a new Marketo form in your Marketo instance. Give the form a name that fits with your team and workflow. Common examples include PathFactory Forms API Sessions or PathFactory Visitor Sessions.

This form won't be displayed to your visitors so keep the fields surfaced on the form as it could help us with testing.

  1. Add all the fields you just created.
  2. Add an Email field as well, which is the main unique identifier that converts the visitor.
  3. Ensure the email field is the only required field.
  4. When completed, select Finish and Approve and Close to save any changes.

Step 3: Set up in PathFactory

  1. Switch to your PathFactory instance.
  2. Navigate to Organization Settings > Marketo Account tab.
  3. Select + Add API Form Submission Export. A modal appears.
  4. Complete all the fields in the modal.

Name: this name only appears in PathFactory, so choose whatever works best for you. Common examples are PathFactory Visitor Session or PathFactory Session.

Marketo Form ID: you can find this in your Marketo Form Embed code. In this case, my form ID is 1842.

Event Type: keep the Visitor Session as the default as this is what’s most important when sending session data for all known visitors.

Fire for Excluded Visitors: select this option if you want data for excluded visitors (such as both your internal employees and PathFactory employees) to be included in the data. This is most useful when you’re running tests on PathFactory tracks as we may be running the test with you. This way, you’re able to see how data flows to Marketo and can build workflows out of it.

Step 4: Add the fields in your Forms API

Since your API is connected to your PathFactory instance, you don't need to manually populate the fields.

  1. Select Configure Event Fields.
  2. Create your list from the Marketo Form Field drop-down. Refer to the following list of standard field names to complete the set-up.

Field names Field Name: PathFactory Experience Name Field Value: pathFactoryExperienceName Field Type: String Field Name: PathFactory Number of Assets Viewed Field Value: pathFactoryNumberofAssetsViewed Field Type: Integer Field Name: PathFactory Content Count – Threshold Met Field Value: pathFactoryContentCountMetThreshold Field Type: Integer Field Name: PathFactory Content Journey Field Value: pathFactoryContentJourney Field Type: Text Area Field Name: PathFactory Content List – Threshold Met Field Value: pathFactoryContentListThresholdMet Field Type: Text Area Field Name: PathFactory Topic List – Threshold Met Field Value: pathFactoryTopicListThresholdMet Field Type: String Field Name: PathFactory Funnel Stage – Threshold Met Field Value: pathFactoryFunnelStageThresholdMet Field Type: String Field Name: PathFactory Content Types List– Threshold Met Field Value: pathFactoryContentTypesListThresholdMet Field Type: Text Area Field Name: PathFactory Engagement Score Field Value: pathFactoryEngagementScore Field Type: Integer Field Name: PathFactory External ID Field Value: pathFactoryExternalID Field Type: String Field Name: PathFactory Engagement Time Field Value: pathFactoryEngagementTime Field Type: Integer Field Name: PathFactory Last Viewed Content Title Field Value: pathFactoryLastViewedContentTitle Field Type: String Field Name: PathFactory Last Viewed Content Source URL Field Value: pathFactoryLastViewedContentSourceURL Field Type: String

 

  1. Select Submit. You’re all ready to go!

Additional information

Edit: Can be used if you want to edit the name of your Form in PathFactory.

Refresh Marketo Form Fields: If you’ve updated – deleted or added new fields in your Session Form in Marketo, all you have to do is click on this text to be able to get the new fields to show up in the field drop-down.

Remove: If you’d like to delete the form from PathFactory.

WARNING: removal is permanent. Deleted forms cannot be retrieved. You'll have to re-create any removed forms.

Updated on May 26, 2022

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