Marketing Cloud (Marketo™) Integration Guide
Presented by Exchange Solutions | September 9, 2025
Adobe Marketo Engage™ integration overview
Adobe Marketo Engage™ is a comprehensive marketing automation platform designed to enhance campaign precision and lead management. It lets businesses plan, execute, and measure omnichannel campaigns, and includes tools for managing leads and sending automated, personalized emails.
How Marketo is used by Exchange Solutions
Some Exchange Solutions clients use Adobe Marketo Engage as an Email Service Provider (ESP), using Marketo functionality to support two forms of email integration:
- Member and offer data synchronization: Provides necessary promotion data (point balance, offer details, and targeting) from Exchange Solutions to be consumed by Marketo as an ESP for outbound communications to members.
- Loyalty triggers: Provides data (event trigger type and targeting) from Exchange Solutions to have Marketo trigger email messages to members.
Data is directed through an appropriate connector module, which is responsible for consuming the message and interacting with an external vendor or provider (for example, the client's Email Service Provider or Data Integration Provider) by calling the appropriate API.
ES Loyalty sends generic events and messages to this module. The module contains the logic to determine which data to send, what to include, and how to deliver it to the appropriate external data partner.
Types of email sent
The native Exchange Solutions Marketo Integration Connector (referred to in this guide as the Marketo Connector) supports the following email types:
- Transactional (triggered) emails: Sent using a Triggered Smart Campaign where a Request Campaign ID call is invoked.
- Scheduled emails: Marketo Smart Campaign has robust filtering capabilities that read data value changes. Exchange Solutions uses this capability to send scheduled emails by syncing data fields whenever changes occur in ES Loyalty records.
- Journey emails: Similar to scheduled emails, but based on data relevant to the member's journey in Exchange Solutions and Marketo. These are triggered by actions performed—or not performed—by the marketing automation software.
Client requirements
To enable integration functionality, client personnel must complete certain setup tasks. This guide describes what your company must do for Exchange Solutions to integrate with your instance of Adobe Marketo Engage. The guide is divided into the following sections:
- Instructions for your Marketo Administrator on what is required at a high level to set up client-side integration.
- Information for the Marketer or person using the integration about the campaigns needed.
- Forms for the Administrator and Marketer to gather information to provide to Exchange Solutions.
To synchronize loyalty data to Adobe Marketo Engage for use in Marketo email communications, lead custom fields and Marketo custom objects must be created.
The integration requires that corresponding member or contact records already exist in Marketo.
Tasks for the Marketo Administrator
To support the integration, the Marketo Administrator must set up custom fields for leads, custom objects, and tokens. They must also provide Exchange Solutions with API access to their Marketo instance. Tasks for the Marketo Administrator include:
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Creating account updates (Marketo lead custom fields): 18 fields, including account and loyalty identification and status, any external (client) ID, business unit (if applicable), point balance and balance information, application session date and enrollment channel, last activity date, any suspended or expired flags, and the timestamp for data transfer.
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Creating custom objects: To persist data synced from ES Loyalty to Marketo, custom objects must also be created. These act as containers of attributes and can be linked to the Person/Lead or to other custom objects. Three custom objects are built into the Marketo Connector: Offer Template, Badge Template, and Targeted Offer.
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Creating triggered email use cases including transient variables (tokens): See Set up Triggered Smart Campaign tokens for transactional email below.
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Providing API credentials from Marketo to Exchange Solutions: This includes the Client ID, Client Secret, REST endpoint, and Identity endpoint.
For more information about specific objects or fields, or about creating and providing API credentials, contact your Exchange Solutions Client Success Representative (CSR) or Technical Solutions Architect (TSA) to obtain the Technical Guide, which lists all required fields.
Set up Triggered Smart Campaign tokens for transactional email
The transactional email use cases covered by the Marketo Connector are: Redemption, Awarded a Badge, and New Member Registration. The corresponding loyalty events trigger a Smart Campaign in Marketo using an API call.
Exchange Solutions also sends data points that Marketo can use as placeholders within triggered emails. These data points are transient—they do not persist beyond the usage of the triggered email. In Marketo, these transient data points are known as tokens. Different triggered email use cases require different tokens to be created in Marketo.
The tokens to create are referred to as My Tokens, which are custom variables that can be created in Marketo's campaign folders or programs. Create the token fields using the token field names listed in the Technical Guide. Notify Exchange Solutions if there are any conflicts.
For detailed technical information about the Redemption, Awarded a Badge, and New Member Registration fields that must be created, contact your Exchange Solutions CSR or TSA to obtain the Technical Guide.
Tasks for the Marketo Marketer
The Marketo Marketer is responsible for creating Marketo Smart Campaigns. Create triggered Smart Campaigns for the following use cases:
- Redemption
- Awarded a Badge
- New Member Registration
A Smart List contains the members who will receive email communications. The list is dynamically generated based on triggers and filters.
When creating a campaign, note the Smart Campaign IDs for each campaign created and send them to Exchange Solutions. For more detailed information about creating campaigns, refer to the Technical Guide available from your Exchange Solutions Customer Support representative.
Setup information to send to Exchange Solutions
Information required from Marketo Administrator
The Marketo Administrator must set up lead custom fields and custom objects, create Triggered Smart Campaign tokens, and provide API credentials to Exchange Solutions. Complete the following checklist and fill in the API credentials. Provide this information to your Exchange Solutions contact.
Custom fields and custom objects checklist:
| Task | Status |
|---|---|
| Created all lead custom fields | ☐ Completed |
| Created all custom objects | ☐ Completed |
| Created all Triggered Smart Campaign tokens | ☐ Completed |
API credentials:
| Item | Value |
|---|---|
| Client ID | |
| Client Secret | |
| REST Endpoint | |
| Identity Endpoint |
Information required from Marketo Marketer
The Marketo Marketer sets up triggered Smart Campaigns and provides the campaign IDs to Exchange Solutions.
Triggered Smart Campaign IDs:
| Campaign | ID |
|---|---|
| Redemption Triggered Smart Campaign ID | |
| Awarded a Badge Triggered Smart Campaign ID | |
| New Member Registration Triggered Smart Campaign ID |
References
| Resource | Link |
|---|---|
| General information about Adobe Marketo Engage | What is Adobe Marketo Engage? |
| Marketo Engage API documentation | Marketo Engage Developer Documentation |
| Authentication for the REST API | Authentication — Adobe Marketo Engage |
| Creating a Smart Campaign | Create a New Smart Campaign — Adobe Marketo Engage |
| Setting up a Smart List for a Smart Campaign | Define Smart List for Smart Campaign — Trigger |
Need additional resources? Supporting documentation for this integration is available through your TSA. Reach out to them if you need reference materials beyond what's covered here.