Skip to main content
  • Customer Experience
    Customer Experience
  • Employee Experience
    Employee Experience
  • Brand Experience
    Brand Experience
  • Product Experience
    Product Experience
  • Core XM
    Core XM
  • Design XM
    Design XM

Marketo Extension Basic Overview

What's on This Page:

Was this helpful?

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

The feedback you submit here is used only to help improve this page.

That’s great! Thank you for your feedback!

Thank you for your feedback!


The Marketo extension allows you to quickly and easily generate links in Qualtrics and immediately assign them to leads from a static or smart list in Marketo. Once the extension is set up, you can see your Marketo lists from within Qualtrics and choose to generate unique links for each contact inside a given list. Each generated link is immediately stored in a Marketo Lead Field. From within the Marketo platform, you can insert a token into your email campaign to assign personalized survey links to each unique lead.

Qtip: The Qualtrics-Marketo extension is an add-on feature not included in the standard Qualtrics license. Please contact your Qualtrics Account Executive for more information.

Setting Up the Extension

Before you begin the extension, you’ll need to meet two requirements:

  1. Have the Marketo extension enabled for your license.
  2. Have administrative permissions within Marketo.

If you don’t meet either of these requirements, reach out to your Brand Administrator or Qualtrics Account Executive.

To set up the extension, you’ll need to create an API-only user role, add a new service, and enter several Marketo IDs into your Qualtrics account. These processes are detailed below.

Creating a new API-only user

  1. In Marketo, navigate to Admin.
    Admin Tab in Marketo
  2. Click Users & Roles.
    Users and Roles in Security menu
  3. Click Invite New User.
    Invite New User option
  4. Fill out the personal information for the new user, including First Name, Last Name, and Email.
  5. Select a user role that has Access API, Access Lead Database, and Access Marketing Activities enabled.
    Qtip: Roles and Workspaces in the Admin section of Marketo allow you to customize permissions for users (e.g., enabling Access API, Access Lead Database, and Access Marketing Activities).
  6. Enable API-Only and customize the email invitation.
    API only checkbox
  7. Click Invite.

Creating a New Service

  1. In Marketo, navigate to Admin.
    Admin tab
  2. Click LaunchPoint.
    LaunchPoint option under Integration menu
  3. Next click New and then New Service.
    New Service under New tab
  4. Give the New Service a Display Name and select Custom from the Service dropdown options. New Service Window
  5. Include a Description for your New Service and select an API-Only User from the dropdown options.
    Name, Description, API only for New Service
  6. Click Create.

Entering Marketo IDs into Qualtrics

  1. In Marketo, click View Details for the New Service that your just created and copy your Client Id and Client Secret.
    View Details for New Service
    Client ID and Client Secret
  2. Navigate back to Admin.
  3. Click Web Service.
  4. Scroll to Rest API and copy the Endpoint.
    Find Endpoint under Rest API
  5. In Qualtrics, navigate to Account Settings.
    clicking the user icon and then account settings
  6. Click on Qualtrics IDs.
    navigating to qualtrics ids and then the marketo section
  7. Under Marketo, paste your Client ID, Client Secret, and Endpoint.