This is an expert concept
You have two integration methods to select from when exporting data from ion to your Marketo instance (also known as an "Add Lead" integration): the REST API method and the Embedded Form method. Both methods can work seamlessly with your ion creatives. The best method for you will depend on how you like to trigger automation in Marketo and the types of data you intend to collect.
Ion is a Marketo LaunchPoint Partner. Our native integration creates/updates contacts directly in your Marketo lead database. Benefits of this method include maximum control over the form completion user experience and the flexibility to easily pass all types of data to your Marketo Person records. However, you won’t be able to use form completion as a Smart List trigger or filter, since there was no Marketo form submitted. You'll need to use alternative triggers to add ion leads to your Marketo Smart Campaigns.
Your Marketo form code is used to build a reusable widget in the ion platform. Once the widget is built, you can insert any Marketo form and alter the "thank you" page destination using variables in ion's Creative Studio. This method requires custom scripting to pass data that isn't collected directly via form fill (things like IP address or the results of an interactive assessment) to hidden fields on your Marketo form. The benefits of this method are the ability to use form completion as a Smart List trigger/filter and the ability to leverage progressive profiling built in Marketo. This can also be a good solution for companies with strict data security policies who do not want lead form data stored in ion for any period of time.
Check out the table below for a more detailed comparison of the methods.
|Marketo REST API||Marketo Embedded Form|
|How does it work?||
A connection is established between your ion console and your Marketo instance. Next a field mapping is completed in ion to define which ion fields should be exported and how they correspond to your Marketo Person record fields.
Your Marketo form code is used to build a reusable widget in the ion platform.
|What kind of data can be sent to Marketo?||
All types of data can be seamlessly passed to a Person record in Marketo. This includes Basic Lead Data, ion Core Data, data passed on the query string (like tracking parameters), and interaction data (like a calculator input or an assessment result).
Embedded forms work well when you are primarily concerned about passing data collected via form fill (in the Marketo form itself). Things like ion Core Data and interaction data (e.g. calculator inputs or assessment results) can be passed to Marketo using hidden fields in the Marketo form, but custom scripting in the ion form widget is required.
|What are my options to manage sensitive data?||Field-level security controls are available. The sensitive data expiration setting allows you to mark data in a given field for automatic deletion at a specific time interval (e.g. delete 72 hours after last contact).||Data collected via the form is stored in Marketo only, according to your instance's configuration.|
|How will I build the form my visitors see? Can I change the styling?||You will use ion's form building components. This gives you maximum control of the look, feel, and flow of your form experience, and allows you to leverage the branded theme built for you in ion.||Forms are built directly in Marketo, and any edits you make (e.g. adding a new field) will be reflected in your ion creative.
Form styling is mainly controlled in Marketo and can be updated by editing the custom CSS on your Marketo form theme. It is also possible to override some styles by leveraging custom code in ion.
|Can my forms be pre-populated with known lead data?||
Forms can be pre-populated based on ion data or (if a Get Lead integration is setup) based on Marketo + ion data.
Marketo forms do not provide native pre-fill functionality when loaded outside of a Marketo landing page. This can be enabled with the addition of a Get Lead integration (via REST API) and some custom scripting in your ion form widget.
|How often are my leads sent to Marketo?||Leads are immediately sent to Marketo each time the integration runs. Most ion users apply their integration to run on the submission of a form in their ion creative.||Leads are immediately sent to Marketo upon form submission.|
|What happens if there is a Marketo service interruption?||Visitors will still be able to submit forms and form data will be saved according to your configuration in ion. We’ll retry the post once an hour until successful, up to the maximum number set in your integration. (default: 50 retries)||In the event of a Marketo service interruption, visitors will be unable to submit forms and no form data will be collected.|