Marketo Integration: Lead Segmentation

There's more than one way to skin a cat. We love animals here at Oktopost, and would never harm a cat, but when applying this idiom to lead segmentation, it can't be closer to the truth. A C-Level prospect requires high-level content where engineers might prefer to receive how-to’s and guides. If your products or services are solving multiple pain points, then better lead nurturing would mean sending content that resonates with the targeted audience.

We’ve found that using the Marketo integration, businesses can better segment their lead databases by interest or based on what the prospects are engaging with on social media. Once the integration is set up, every single social click, regardless whether the click leads to your website, or a third party, such as YouTube or even somebody else’s blog, is now registered in Marketo. This article will demonstrate how to use this click information to segment your Marketo leads.

Step 1: Creating a Social Campaign in Oktopost

Start by creating social media campaigns in Oktopost, and use the campaign tags to indicate the topics of the campaign. In this example, the campaign is promoting blog posts from Q2, 2016 that discuss Advocacy for Enterprise companies.

Step 2: Create Static List

In Marketo, create static lists where you'll keep your segmented leads.

Step 3: Create Programs

Create programs that are triggered on social clicks and are coming from the segmentation campaigns. The screen captures below show how to set up the programs.

Trigger whenever there's a web page visit that contains /social/ and add a constraint where the Search Query contains utm_term=XXXX (in our case 'advocacy'). This will occur when somebody clicks on a social link that was in the "Advocacy" campaign, due to the naming convention in step 1.

Simply add the lead to the relevant list. In this example, the Advocacy list.


  1. How to Set Up The Marketo Integration
  2. How to Install Social Insights for Salesforce
  3. Salesforce Social Insights Data and Reports
  4. How to Install Social Analytics for Salesforce
  5. How to Install Social Advocacy For Salesforce
  6. How to Set Up The Eloqua Integration
  7. How to Set Up the HubSpot Integration
  8. How to Set Up The Salesforce Integration
  9. How to Set up The Microsoft Dynamics Integration
  10. Microsoft Dynamics Social Activity Entity
  11. Oktopost Solution Package for Microsoft Dynamics
  12. How to Set Up The Mautic Integration
  13. How to Set Up the Bitly Integration
  14. How to Set Up the Feedly Integration
  15. How to Set Up the Act-On Integration
  16. Feedly Custom Sharing with Oktopost
  17. Act-On Integration: Segmenting Lists Using Social Data
  18. Act-On Integration: Social Lead Scoring
  19. Conversion Tracking With Marketo Forms 2.0
  20. Marketo Integration: Lead Segmentation
  21. Marketo Integration: Interesting Social Moments
  22. How to Set Up the Salesfusion Integration
  23. How to Set Up the Pardot Integration
  24. Setting up the Google Analytics integration
  25. How to Set Up the Facebook Retargeting Integration
  26. How to Create a Facebook Audience Based on Social Behavior
  27. Attributing Social to Leads in Marketo
  28. Webhooks
  29. How to Connect Oktopost to Zapier
  30. How to Create Salesforce Cases From Assignments
  31. Setting up Integration Assets
  32. Social Click URLs
  33. Salesforce Campaign Naming Parameters
  34. How to Track Conversion on HubSpot Embedded Forms
  35. How to Track Conversion on Pardot Forms
  36. How to Track Conversions on Act-On Labs Forms
  37. How to Set Up Single Sign-on With AD FS
  38. How to Set Up Single Sign-on With Okta
  39. How to Set Up Single Sign-on With OneLogin
  40. How to Set Up Single Sign-on With Google Apps
  41. How to Set up Single Sign-on With Azure Active Directory (AAD)
  42. How to Set Up The Facebook Lead Ads Integration
  43. Zapier Use Cases
  44. How to Set up Oktopost for Bizible
  45. How to Format Dates in Salesforce Template Fields
  46. Social Attribution Parameters
  47. Lead Parameters
  48. How to Update an Existing Social Insights Installation

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