Send audiences to Adobe Marketo

Adobe Marketo is marketing automation software that streamlines, automates, and measures marketing tasks and workflows.

This topic describes the steps that are required to configure campaigns to send static audience lists to Adobe Marketo.

Note

Amperity uses the Adobe Marketo API to update the membership of audience lists in Adobe Marketo to match the membership of audience lists that are sent from Amperity. The membership of the list in Adobe Marketo will be updated to match the membership of the audience list that is sent from Amperity. Amperity will add a user when they do not exist in Adobe Marketo.

Amperity does not maintain smart lists and does not remove users from the Adobe Marketo database.

Important

An email address must be sent to Adobe Marketo. You may also send first names, last names, company names, and phone numbers.

Note

Ask your DataGrid Operator or your Amperity representative for help configuring Adobe Marketo as a destination to which you can send campaigns for customer activation.

Build a segment

Use the Segment Editor to build any audience using a series of drop-downs and picklists.

As you define the attribute profile for an audience be sure to refresh segment insights to see how many customers match your audience and to see how much value they bring to your business.

When the segment is ready, activate it, and then use it use it in a campaign to send to your preferred destinations for customer activation.

Which attributes should you use?

You can use any attribute that is in your customer 360 database to define your audience.

When the list of customers who belong to this audience is sent to Adobe Marketo as part of a campaign you will be required to choose specific attributes to send.

Adobe Marketo supports the following attributes: static audience lists.

Add to a campaign

Use the campaign editor to configure Amperity to send data to Adobe Marketo. Add a segment, define exclusions and sub-audiences, and then define the audiences that will be sent to Adobe Marketo.

To add Adobe Marketo to a campaign

	Open the Campaign Editor. This is available from the Campaigns page. Click the Create campaign button in the top right corner of the page.
	Assign Adobe Marketo as a destination for at least one treatment group. Note You may need to edit the attributes for the sub-audience to ensure Amperity is sending the right data to Adobe Marketo.
	Click Edit attributes to review the attributes that Amperity will send to Adobe Marketo. Adobe Marketo requires email addresses. You may also select any combination of phone number, first name, last name, and country attributes. Amperity pre-selects the list of attributes that may be sent to Adobe Marketo. The Edit attributes page for Adobe Marketo is similar to: Note The Merged Customers table is the default table from which data is sent to Adobe Marketo, even though segments are often built against the Customer 360 table. This is by design. The Merged Customers table is the underlying table for customer profile data and is the source for all customer profile data that exists within the Customer 360 table.

Configure default attributes

Each unique destination that is configured to send data to Adobe Marketo may be configured to have a set of default attributes that will sent to Adobe Marketo every time this destination is associated with a treatment group in an active campaign.

Default attributes may be configured for a destination by clicking the Default attributes link next to the Create campaign button on the Campaigns page.

The source table is set to Merged Customers for most attributes. Your brand may configure each attribute to be pulled from the source table that best represents how your brand wants to use the attribute in Adobe Marketo.

Adobe Marketo has the following requirements for attributes.

Source attribute	Destination attribute
email	email
given_name	firstname
surname	lastname
phone	phone
company	company