Marketo

How Spara integrates with Marketo.

Spara supports bidirectional data syncs with Marketo.

For sending data to Marketo, Spara supports:

• Writing entire conversation histories

• Writing structured data, ex. the answer a lead gives to a specific question

Syncing data from Marketo to Spara streamlines your buyer's sales process by:

• Spara never reasks a question

• Spara's behavior can react to each lead based on where they are in your sales funnel

• Syncs can be triggered at any point in the conversation

Authentication

You must be a Manager-level user to manage third party integrations. You will likely want the individual who manages your Marketo deployment to complete these instructions.

Click the "Organization Settings" link in the left hand navigation bar. Then click the "Integrations" tab.

Click "Authorize" within the Marketo module. This will lead you through an authentication flow. There are no further steps necessary upon completing this flow. You should see that Marketo is "Enabled" within Spara's Integrations page.

Data Syncing

Spara will automatically sync all conversation data to matching Lead objects in Marketo. This includes the full conversation history.

Spara matches data based on supplied Developer: Query Parameters. As soon as an email is captured in the Spara chat, Spara attempts to match the email field to a Marketo Lead object with an identical email property. Data continues to sync throughout the conversation.

To sync additional fields, open a field in the Data Model and map it to a Marketo Lead field in its Marketo sync section. Each mapping has a write rule per direction (Marketo → Spara and Spara → Marketo): Overwrite, Set if empty, or Read-only. See CRM Field Mappings.

The Marketo settings page shows a read-only Fields synced to/from CRM list, with mapping problems first and Manage in Data Model to edit them.

Recognizing returning visitors

If your site runs Marketo's Munchkin tracking script, Spara recognizes visitors Marketo already knows. When a visitor opens the Spara chat, Spara reads the Munchkin _mkto_trk cookie and looks up the matching Marketo Lead. If the lead has an email, Spara fills in their email, name, company and any mapped fields, so the agent doesn't ask for information you already have.

This turns on automatically once Marketo is connected. There's nothing else to set up.

• Only visitors Marketo has already identified are recognized. Anonymous visitors go through the normal conversation.

• Anything the visitor has already provided to Spara is never overwritten.

• If you use Spara's cookie consent integration, the cookie isn't read until the visitor consents.