Introduction
This feature is only available by request - please reach out to your customer success resource for access.
Sendoso now lets you track any gifting campaign directly to a Marketo Engage program without having to also connect your Salesforce account.
Simply choose Use Marketo tracking on the Campaign Tracking step and every send from that campaign writes its gift status back to the program you pick. That includes one-to-one sends made manually from the Send page.
Before you start, you'll need:
- Marketo Engage connected to Sendoso. If you haven't done this yet, follow Setting Up: Connecting Marketo Engage to Sendoso.
- A Sendoso (or direct mail) channel in Marketo, with program member statuses for the gift statuses you want to track.
- A Marketo program in that channel for Sendoso to write to.
Marketo tracking is only available for campaigns built in the new campaign flow.
Setting Up Marketo Tracking on a Campaign
Set up Marketo tracking on the Campaign Tracking step when you create or edit a campaign.
- Create a new campaign in the new campaign flow, or edit one built there, and go to the Campaign Tracking step.
- Select Use Marketo tracking. This option only appears once Marketo is connected in Integrations.
- Choose your Sendoso Channel from the dropdown.
- Choose the Program you want your sends written back to. The list shows up to 200 programs in that channel. If yours isn't listed, type its full name exactly as it appears in Marketo and Sendoso will look it up.
- Map each Sendoso gift status to a Marketo program member status. Statuses with matching names are preselected. Any status left on Don't update won't change the member's status in Marketo.
- Click Save and Continue, then finish and activate your campaign.
Once the campaign is live, each time a send's gift status changes, Sendoso finds the recipient's lead in Marketo by email address. It then updates their status in the program, and adds them as a program member if they aren't one already.
Best Practices and Considerations
- Implement a 1:1 mapping relationship: for every Sendoso gifting campaign you create, we recommend mapping to its own Marketo program for tracking purposes.
- Set up your Marketo channel's member statuses to match Sendoso's gift statuses (Offer Sent, Engaged, Processing, Shipped, Delivered, and so on). Matching names are mapped for you automatically.
- Choose one place to track each campaign. If you sync Marketo and Salesforce, tracking in Marketo lets Marketo update Salesforce for you, so you don't also need Salesforce tracking on the same campaign.
- Make sure recipients already exist as leads in Marketo. Sendoso matches recipients by email address and won't create new leads, so sends to people not in Marketo are skipped.
- Avoid an ampersand (&) in channel or program names. Names with an & can't be found by Sendoso.
- Recipient email addresses that contain a plus sign (+) can't be matched to a Marketo lead, so those sends are skipped.
FAQs
Do I still need a Marketo smart campaign or webhook to track sends in Marketo?
No. With Use Marketo tracking, any send from the campaign is written back to the program, including one-to-one sends made from Sendoso. Webhook automations are still available if you want Marketo to trigger the sends.
What if my campaign already has a Marketo webhook automation with Program Tracking?
Sends triggered by that automation keep using the automation's program mapping, so no send is written to Marketo twice. If you add Marketo tracking to the campaign itself, the automation's Program Tracking section shows "Campaign has already configured Marketo tracking" instead.
My program isn't in the dropdown. What should I do?
Marketo returns up to 200 programs per channel. Type the program's full name exactly as it appears in Marketo, and Sendoso will look it up. Partial names won't be found.
Do I need to map every gift status to a corresponding program member status?
No. Map only the gift statuses most relevant to your needs. Statuses left on Don't update simply won't change the member's status in Marketo.
Why didn't a recipient show up in my Marketo program?
Sendoso matches recipients to Marketo leads by email address and doesn't create new leads. If the recipient isn't a lead in Marketo, or their email contains a plus sign (+), the update is skipped.
If I switch the campaign to Salesforce or Sendoso tracking, do I lose my Marketo setup?
No. Your channel, program, and status mapping are saved. Sendoso only writes to Marketo while Use Marketo tracking is selected, and your setup comes back if you switch to it again.
Can we retroactively push send data into a Marketo program if we forget to map one?
Not at this time. Sendoso writes to Marketo each time a gift status changes after Marketo tracking is saved, and earlier status changes can't be backfilled.
Which campaigns can use Marketo tracking?
Only campaigns built in the new campaign flow. Campaigns built in the older flow can still track to Marketo through a Marketo webhook automation.
Why hasn't my send updated in Marketo yet?
Sends that need approval aren't pushed to Marketo while they're pending. Once a send is approved and moves out of the pending state, its status updates start writing to your Marketo program.
Where can I see which Marketo program a campaign is tracked to?
Open the campaign and go to the Campaign Tracking step. The campaigns list and campaign details page don't show the tracked Marketo program yet. This is a known issue, and a fix is on the way.