Marketo Enrichment Explained

Uberflip’s Marketo Enrichment feature allows you to import company and contact information from your Marketo integration to enrich Uberflip data. Using this Enrichment method allows marketers to discover what content is being viewed and by which buyer contact or organization.

 

What is Marketo Enrichment?

This Enrichment feature allows you to import company and contact information from your Marketo integration directly into Uberflip Analytics.

Dashboards in Uberflip’s Analytics allow you to discover what content is being viewed and by which buyer contact or organization. It also allows marketers to infer similar organizations and industries that may be interested in a specific kind of content.

These inferred details can help better your content strategy and Account Based Marketing (ABM) decisions to positively impact your organization’s growth. 

 

Before you begin

• Marketo Enrichment is a paid add-on to your Uberflip account. If you have not already purchased this feature, get in touch with your Uberflip account manager today. 
• To get access to Enrichment you need to set up a Marketo integration. See how to set up the Marketo Integration in this article: Set Up a Marketo Integration

 

Set up Marketo Enrichment 

Once the Marketo integration is set up in Uberflip, follow these steps to configure Enrichment:

1. Log into Uberflip
2. Click your name in the topbar, then click Account Settings
   
3. In the sidebar menu, click Integration > Enrichment
4. Under the Data Source column, find Marketo and click the Edit button (pencil icon)
5. On the Marketo Enrichment settings page, there are two tabs where you can configure how data from the Marketo integration enriches your Uberflip data: Settings and Field Mapping
   
   
   

Settings

Integration Data Import:

Under Data Import click the toggle to turn it on or off. Doing so will start (toggle on) or stop (toggle off) the flow of data coming from Marketo into Uberflip.

If you'd like, you can review any errors and see detailed activity logs of your import. Do this by clicking Data Import Activity in the copy of the Integration Data Import section.

Remove Enrichment Data:

Click the Remove Data button to remove imported Enrichment Marketo data from Uberflip’s system. Marketo data will be removed from Uberflip’s system within 4 hours.

Click User Activity in the copy of the Remove Enrichment Data section to view Enrichment data removal requests.

Field Mapping

To help Uberflip understand how to process your data, you’ll need to create a mapping that associates Marketo data model fields with Uberflip data model fields. 

The Enrichment Field column displays a standard set of fields for a company account record. Enter the Marketo field names in the Marketo Field column; your field options from Marketo will appear as you type. Click the correct field to map it. 

To delete a field mapping, click the X beside the field.

Once the field mappings are completed, ensure the Data Import toggle in the Settings tab is turned on (green) to allow Marketo person records to be passed into Uberflip.

 

Access your Marketo enriched Analytics

Your enriched data can be seen in the Company Discovery dashboard. To get there: 

1. Click Analytics in the top menu bar of Uberflip
   
   
2. In the sidebar menu on the left, click Visitors
3. The following 2 main dashboards displayed in this list utilize the data from Marketo Enrichment: Companies and Contacts. Click on either one of the dashboards to view the data.
   

You’re in! 

Alternatively, from the main Analytics navigation menu, click on the folder icon sign at the top right of the page. In the menu that appears, click Shared > Enriched (Alpha) > Enrichment Specific Dashboards to view all 5 dashboards utilizing data from Marketo Enrichment.

 

Navigate Marketo enriched dashboards

Filters at the top of each dashboard allow you to begin your drill down.

Marketo Enrichment consists of five dashboards, each containing several widgets displaying and visualizing your data.

All widgets on the dashboard are interactive. Hover to highlight data points, and click data points to filter further.

Each widget also includes a kebab (three vertical dots) icon where you download the data as a CSV or PDF. From here, users with an Explore license can also user their enriched analytics for custom Explore dashboards.

Marketo enriched dashboards

These are the 5 dashboard that will use and display your Marketo enriched data. Click the dashboard title below to see the charts and data included in each.