Marketo Enrichment Explained

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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?

Enrichment 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 the Uberflip platform, follow these steps to configure Enrichment:

  1. Login to your Uberflip account and click on Account Settings in the drop down list on the top right
  2. In the sidebar menu, click on Integration and then click on Enrichment
  3. On the right, you’ll see a list of data sources
  4. Find Marketo in the list and click on the Edit (pencil) button on the right
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  5. In the page displayed, the following two tabs are available to help you configure how data from the Marketo integration enriches your Uberflip data:
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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.

Note

After turning the switch on, the data import process will take several hours to complete.

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.

Caution

To stop data from being imported again, toggle the Data Import switch off before clicking the Remove Data button.

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.

Tip

While the Marketo Fields column is pre-populated with common fields you may want to map, it also contains 14 custom fields for company and lead mapping. Use these as you’d like to pull custom data points from your MAP into your Marketo enriched Analytics.

Custom field data is shown in company and lead detail widgets, and can be used when creating Explore dashboards in enriched Analytics as well.*

 

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
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  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.
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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.

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Navigate Marketo enriched dashboards

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

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Marketo enriched dashboards

Companies dashboard

Known Companies:

Companies found within Marketo

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Sessions: 

Total number of Share sessions per day.

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Industry:

The top eight industries that visiting companies are identified as in Marketo.

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Number of employees:
The size of known companies based on employee headcount.

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Annual Revenue:
The size of known companies based on annual revenue. 

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Companies Detail: 

A list of individual companies and their respective details, such as size, revenue, etc. 

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Contacts dashboard

Known Contacts:
Known contact found in Marketo

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Common Job Titles:
The most common job titles of the known contacts engaging with your content 

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Contact Status:

The current status of the contacts engaging with your content. 

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Lead Score: 

The scores of known leads engaging with your content, according to Marketo.

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Views by Known Contacts:
Views per day by known contacts. 

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Contact Details: 

A list of individual companies and their respective details, such as size, revenue, etc.

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Enrichment Diagnostics
  • When A Visitor Was first Seen
  • When A visitor was most recently seen
  • Unique Visitors with MAP IDs
  • Unique MAP IDs (Not your company Emails)
  • Unique MAP IDs
  • MAP IDs (with your company Emails)
  • Unique Companies/accounts
Single Company / Account
  • Company Details 
  • Leads / Contacts 
  • Items Viewed 
  • Sessions
  • Leads / Contacts
Single Lead / Contact
  • Contact Details 
  • Company Details 
  • Company Analytics IDs
  • Sessions 
  • Items Viewed 
  • Session Details 
  • Form CTA Interactions
  • Link CTA Interactions
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