Insight Platform - Marketo Integration | Qualtrics

Marketo Integration Overview


The Marketo integration allows you to quickly and easily generate links in Qualtrics and immediately assign them to leads from a static list in Marketo. Once the integration is set up, you can see your Marketo static 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 integration is an add-on feature not included in the standard Qualtrics license. Please contact your Qualtrics Account Executive for more information.

Setting Up the Integration

Before you begin the integration, you’ll need to meeting two requirements:

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

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

To set up the integration, 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.
  2. Click Users & RolesUsers_Roles
  3. Click Invite New User.
  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
  7. Click Invite.

Creating a New Service

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

Entering Marketo IDs into Qualtrics

  1. In Marketo, click View Details and copy your Client Id and Client Secret.
  2. Navigate back to Admin.
  3. Click Web Service.
  4. Scroll to Rest API and copy the Endpoint.
  5. In Qualtrics, navigate to Account Settings.
  6. Click on Qualtrics Ids.
  7. Under Marketo, paste your Client Id, Client Secret, and Endpoint.