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Custom Activities in Marketo

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Qtip: You need to have purchased the Marketo extension with Qualtrics in order to set up this task. If you do not have access and are interested, you can purchase this solution from the XM Marketplace.

About Custom Activities in Marketo

Custom activities can be used inside Marketo to filter data or create triggers. With Qualtrics, you can send survey response data into Marketo as custom activities.

When using the Marketo Task in Qualtrics, you can choose between linking just one Marketo activity or linking multiple Marketo activities to a Qualtrics event. Linking a single activity will create one activity for every response a lead takes. This means that you can pick and choose which response fields you want to pass to Marketo as attributes for the activity. In contrast, if you link multiple activities to your task, every data point connected to a response will count as a new activity. This includes all question fields and Embedded Data connected to the response.

Marketo Setup

There are a few actions will you have to take in your Marketo account before you can use this extension.

  1. Create custom activities you want to map Qualtrics fields to.
  2. Create an API user and role to use for the Marketo extension. Be sure to give the user and role permission to create and update activities.
  3. Get the Client ID, Client Secret, and Munchkin ID of your instance.

See the Marketo Extension Overview for more on setting your Marketo account.

Qtip: Qualtrics Support can help with the setup of the Marketo extension on the Qualtrics side. However, for help troubleshooting actions inside your Marketo account, we recommend reaching out to Marketo’s support team.

Setting up a Marketo Task

Once you have gotten your Marketo account ready, it’s time to log into Qualtrics.

  1. In your survey, go to the Actions tab.
    Creating a new action or opening old one
  2. Click Add Action to add a new action, or click on an existing action.
  3. Define the Event that will trigger the action in Marketo. Most of the time, this will be a Survey Response from Qualtrics.
  4. If desired, set conditions under which the action is triggered.
    Condition and task buttons in green going down the action

    Qtip: This is most helpful if you don’t want custom activities created in Marketo every time a response is submitted to the survey.
  5. Click Add Task.
  6. Select Marketo.
    the marketo task
  7. Click Create New Auth to log into your Marketo account.
    Create new auth in blue at the top of the marketo window
  8. Select whether you’re going to use Token or Basic Auth.
    New window for entering login info
  9. Fill out the fields.
    Qtip: Your Name (Authorized User) and Client Secret can be found by going to Admin > Launchpoint and selecting View Details next to your service. You can also generate a Token here.
    Blue Marketo window
  10. Click Save.
  11. Enter your Client ID and Munchkin ID.
    White marketo window in Qualtrics with info filled out

    Qtip: Your Client ID can be found by viewing details under the Launchpoint. The Munchkin ID is the first 11 characters in your identity URL on Marketo.
  12. Click Create activities.
  13. Select from the Activity dropdown.
    Activity dropdown in place of huge square button Qtip: The activities available in this dropdown are dependent on what custom activities you have set up in Marketo. See Marketo’s documentation on Activities for assistance.

    Attention: If you do not see any activities in the Activity dropdown, you may have entered the wrong credentials. If you have double-checked these, then you may need to adjust the permissions granted for the user or role in Marketo.
  14. Once you’ve selected the activity you want to post your responses to, select the Operation you would like to perform. Your options are Insert single activity and Insert multiple activities.
    Operations dropdown

Insert Single Activity

Linking a single activity will create one Marketo activity for every survey response a lead takes. With this option, you can pick and choose which response fields you want to pass to Marketo as attributes for the activity.

  1. Enter the leadId by clicking the  Piped Text dropdown ( {a} ) and selecting the Embedded Data field that corresponds to leadId, which is External Embedded Data Reference.
    Lead ID inserted and gray incomplete fields below

    Qtip: For the responses to be pushed to Marketo, every response should have a leadID, since custom activities are connected to leads in Marketo.
  2. Map your activity’s primary attribute. In this case, it’s the response’s unique ID, so we’ve selected the Piped Text for Response ID.
    Adding more fields at the bottom of the window
  3. Click Add secondary attribute mappings.
  4. Map your activity’s next attribute. The left side of the mapping shows a dropdown of all the attributes defined on your custom activity. On the right hand side, use the Piped Text dropdown ( {a} ) to select question fields, Embedded Data fields, contact fields, and other metadata.
  5. Repeat Steps 3 and 4 as needed.
  6. Click Save to finish.
Qtip: To test the Marketo Task, take a survey response. Then verify that your response has an expected leadId in Embedded Data you’ve designated as the leadId field. Then login to Marketo and verify that the activities are created.

Insert Multiple Activities

If you link multiple Marketo activities to an event in Qualtrics, every data point connected to a response will count as a new activity. This includes all question fields and Embedded Data connected to the response.

  1. Enter the leadId by clicking the  Piped Text dropdown ( {a} ) and selecting the Embedded Data field that corresponds to leadId, which is External Embedded Data Reference
    Fields filled out

    Qtip: For the responses to be pushed to Marketo, every response should have a leadID, since custom activities are connected to leads in Marketo.
  2. Map your activity’s primary attribute. In this case, it’s the response’s unique ID, so we’re setting ResponseID equal to ResponseID.
  3. Click Add secondary attribute mappings.
  4. The left hand side of each mapping shows a dropdown of all the attributes defined on your custom activity. On the right hand side, you can map the fields to a set of predefined attributes on the Qualtrics side.
    Many fields The available options are:

    • SurveyID: Unique ID of the Qualtrics survey you are setting the task on.
    • ResponseID: Qualtrics-defined ID of the response.
    • QuestionID: Qualtrics-defined ID for questions in your survey.
    • ExportTag: Tag used to identify questions in your survey. The user can edit these. See Export Tags.
    • ChoiceText: Text for the choices that the respondent selected. Also known as Variable Names.
    • ChoiceRecode: Recode values for the choices that the respondent selected.
    • EmbeddedDataField: User defined Embedded Data field name.
    • EmbeddedDataValue: Embedded Data field value.
  5. Repeat Steps 3 and 4 as desired.
  6. Once finished, click Save.
Qtip: To test the Marketo Task, take a survey response. Then verify that your response has an expected leadId in Embedded Data you’ve designated as the leadId field. Then login to Marketo and verify that the activities are created.