Using Marketo lists and programs

After you connect to Marketo, create Qualified segments based on your Marketo static lists, smart lists, and programs. Then trigger and tailor experiences for those segments.

If you’re interested in creating segments based on Marketo lists and program members, reach out to your Qualified Success Architect.

Sync list and program members with Qualified

Confirm that your Marketo integration user has the Read-Only Assets permission. Qualified admins can then sync different list and program members. Log in to your Qualified admin account and:

1. Navigate to Settings → Integrations → Marketo → Programs & Lists.
2. Click where you want to sync members from:
   1. Static Lists
   2. Smart Lists
   3. Programs
3. Click the + icon.
4. Select the list or program that you want to pull into Qualified.
5. Verify that Active is toggled on:

After Active is toggled on, your list will automatically start syncing. This can take up to a few minutes to finish. When complete, a timestamp that states when it was last synced will appear next to the list or program name.

Qualified automatically refreshes your synced Marketo member lists daily at 12:00 am CT. If you update a list or program’s criteria within Marketo, click the refresh icon in Qualified to immediately re-sync and keep the member list accurate. You can also delete a Marketo list or program from Qualified by clicking the X icon:

Create segments from synced Marketo members

After your Marketo lists are synced, build new Qualified segments. When you build a segment, select Static Lists, Smart Lists, or Programs below Marketo:

Use the drop-down menus to narrow down which list or program is included in your new segment.

You can only create segments from synced lists and programs. If you don’t see one, verify that it’s synced from Settings → Integrations → Marketo → Programs & Lists.

Customize routing & experiences for Marketo members

With your new segments, you can update or create new routing rules. You can also build a new experience or tailor an existing one a few ways:

• Alert your sales team when visitors from the segment land on your website.
• Trigger the experience when a visitor from your new Marketo segment arrives.
• Customize the experience based on which persona is included in that specific synced list.

Adding leads to Marketo programs

Power nurturing initiatives by automatically adding leads to your Marketo programs. Add an experience or workflow step that defines when visitors are added to the Marketo program of your choice.

If you want Qualified to add leads to Marketo programs, reach out to your Qualified Success Architect.

Confirm Marketo permissions

When you connect Marketo to Qualified, the integration user needs specific permissions. For Qualified to add leads to Marketo programs, confirm that your Marketo integration user has the Read-Only Assets permission.

Add push steps

Qualified can only add leads to Marketo programs when visitors already have a lead record, so two steps are needed. To add leads to a Marketo program from Qualified:

1. Insert a Push to an external system step to an experience or workflow to create a new or update an existing Marketo lead. 
2. Select Create the Lead as soon as the visitor reaches this step:

3. Insert an Add to a program step after your Push to an external system one.
4. From the next drop-down menu, select the program where you want to add leads. (This will display all of your Marketo programs; it’s not limited to your synced programs.) If you don’t see the program that you want, click the refresh icon to pull an updated list from Marketo:

5. Choose which program status is assigned from the following drop-down menu:

When choosing the program status, it’s important to know that you can’t send a lead backward. For example, you may have a program with status “Member” as step 10 and “Influenced” as step 20. If a lead is already in the program with status “Influenced,” you cannot change their status to “Member” from a Qualified Experience.

6. When you finish building click Save.