Rybbon Getting Started & Marketo Integration Guide

System Requirement: Marketo Standard Edition or higher. The integration described in this

document is not supported by Marketo Spark Edition.

1. Embedding Rybbon Gifts into Marketo with My Tokens .............................. 2

1.1. Create A ‘Send Via Marketo’ Campaign ........................................................... 2

1.2. Create A Marketo My Token for your gifting campaign. ........................................ 3

1.3. Using a Rybbon Gift My Token ...................................................................... 6

1.4. Testing Emails and Campaigns With Rybbon Gifts ............................................... 7

1.5. Changing the Lead fields used for Recipient tracking. ......................................... 8

1.6. Known Limitations ................................................................................... 10

2. Logging Gift Claims as Lead Activity .................................................... 11

2.1. Create an API Only User Role in Marketo ........................................................ 11

2.2. Create an API Only User in Marketo .............................................................. 13

2.3. Creating custom service in Marketo .............................................................. 14

2.4. Copy Marketo credentials for API acces to Rybbon Settings .................................. 16

2.5. Viewing and Using Rybbon Lead Activity ........................................................ 19

1. Embedding Rybbon Gifts into Marketo with My Tokens

1.1. Create A ‘Send Via Marketo’ Campaign

Rybbon allows you to organize, customize and track gift deliveries by campaign. A Rybbon

Campaign can represent:

1. An on-going marketing program. Example - a customer referral program

2. A one-time project. Example – thanking everyone that responded to a customer

feedback survey.

Tip: We recommend organizing Rybbon Campaigns to match the Marketo Programs and Smart

Campaigns that will be sending the gifts. This is a simple and clean way to keep your gift

deliveries and costs organized.

To create a Rybbon Campaign, you can either select a gift and click on ‘Create a Campaign’

or, go to Campaigns and click Create New Campaign. Then, select ‘Create and Send Via

Marketo’

Follow the instructions to select a gift and order your initial quantity of gifts.

Tip: Don’t worry if you don’t know exactly how many gifts your campaign will need. You can

always quickly order more gifts. Or, you can return unclaimed gifts for a 100% refund.

Rybbon is super-flexible like that!

Customize the Marketo token, customize the gifting page and pay for your order.

Important! Please do not send your gifts via Marketo until you pay for your order and receive an order confirmation.

1.2. Create A Marketo My Token for your gifting campaign.

Rybbon provides the script to create My Tokens for sending gifts via Marketo. To send a gift

via Marketo, follow these steps:

1. In Rybbon, choose the Rybbon Campaign you want to send and click on Setup > Get

Marketo Token

2. Choose the Token option – HTML or Text Only. Most marketers use HTML emails and

should choose the HTML option. If you want to send gifts in text only emails, select

the Text Only option.

3. Click and copy the script provided to the clipboard.

4. In Marketo, create a My Token of the type ‘Email Script’. We recommend creating it

on the folder or Program that contains the Smart Campaign that will be sending the

gift emails.

5. Edit the Token and paste the script into token editor.

6. Important: Under Standard Objects, select Lead, then select Company Name, Email

Address, First Name and Last Name. Save the Token.

a. Note: If you have a large number of fields, it may take several seconds, even a

couple of minutes for the list of objects to load. You can also try using a

different browse like Chrome or Firefox.

b. Note: If you want Recipient information to come from a different set of fields,

you can customize the fields used by going to Settings > Marketo Settings. See

the section 1.3.

7. Click Save to close this dialog. Click Save again on the My Tokens list.

1.3. Using a Rybbon Gift My Token

1. Rybbon Tokens can be embedded in any Local Email Asset (i.e. emails you create

under a Program in Marketing Activities).

2. Edit Draft a local email asset.

3. Click Insert Token on the toolbar and find or search for the Rybbon token you want to

embed. Leave Default Value blank – it is not used.

4. Save and Approve the email asset.

5. Send the Email using Batch or Triggered campaigns

6. Note: It is important to create the email asset and the campaign that sends the email

within the hierarchy under the program or folder where the My Token is defined.

1.4. Testing Emails and Campaigns With Rybbon Gifts

1. You run Rybbon gift campaigns in test mode to test Marketo emails and campaign

flows.

2. Go to the campaign and set the mode to ‘Test Mode’. Rybbon will deliver a dummy

gift any time a gift is claimed while the campaign is in this mode.

3. You can use Marketo’s “Send Sample” functionality to test what the Rybbon tokens

will look like when the email goes out.

a. A Lead must be selected for the token to work.

4. Remember to claim gifts from all test emails so that there are not outstanding

claims.

5. Put the campaign back in ‘On’ mode before sending out actual gifts.

1.5. Changing the Lead fields used for Recipient tracking.

Rybbon tokens use the following standard Marketo objects to track and deliver gifts sent to a

Marketo lead record:

Recipient Information Marketo – Friendly Label Marketo – Object Name

Recipient Email Email Address lead.Email

Recipient First Name First Name lead.FirstName

Recipient Last Name Last Name lead.LastName

Recipient Company Name Company Name lead.Company

You can customize Rybbon to use a different set of fields. To do this, simply visit Settings >

Marketo Settings and make changes:

Using the above method will change the settings for ALL Rybbon gift campaigns. In case you

need to use different fields for just a specific gift campaign, you can do so in the Customer

Marketo Email Token screen in campaign setup -

Important: You MUST update the Marketo MyTokens that were created before you changed the field mapping. Click on ‘Send Via Marketo’ to grab the updated token script and past it into the Marketo’s ‘Edit Script Token’ box.

1.6. Known Limitations

1. Marketo Spark edition does not support Email Script tokens and REST API access.

Contact Rybbon Customer Care for options on how to send Rybbon gifts via Marketo

Spark edition.

2. Marketo Sales Insight does not support processing of Email Script tokens in emails sent

from Salesforce.com. Marketo suggested workaround is to use the Request Campaign

functionality in Sales Insight to send the emails via a Smart Campaign:

a. https://nation.marketo.com/thread/5331

b. https://docs.marketo.com/display/public/DOCS/Request+a+Marketo+Campaig

n+for+a+Lead+in+Salesforce1

3. Marketo Social Promotions (Sweepstakes and Referral) fulfillment emails do not

support processing of Email Script tokens. The workaround is to use a Smart Campaign

and program status to send fulfillment emails.

2. Logging Gift Claims as Lead Activity Optionally, you can connect Rybbon to Marketo via Marketo’s REST API to enable Rybbon to

log gift redemptions as Marketo lead activity.

Connecting Rybbon to Marketo via Marketo’s REST API requires a one-time setup. Follow the

following four steps using a Marketo account with Admin role privileges.

1. Create an API Only user Role in Marketo

2. Create API Only user in Marketo

3. Create Custom Service in Marketo

4. Copy Marketo custom service parameters to Rybbon Marketo Settings

Note: If you are using multiple Marketo Lead Partitions, make sure the API user has access

to only one lead partition. Logging lead activity to multiple partitions is best managed

with multiple Rybbon accounts.

2.1. Create an API Only User Role in Marketo

Note: Instructions for this step are also available under

https://community.marketo.com/MarketoArticle?id=kA050000000LJcHCAW

1) Login to Marketo with an account with Admin role

2) Click on Admin on top right

3) Click on Users & Roles

4) Select Roles tab

5) Click on New Role. Enter Role name as ‘API Only Role’. Select checkbox for ‘Access API’

and click on Create.

6) User Role is created

2.2. Create an API Only User in Marketo Instructions for this step are also available at

https://community.marketo.com/MarketoArticle?id=kA050000000LJcCCAW

1. Select Users tab

2. Click on Invite New User

3. Enter First Name, Last Name and Email Address for the API only user. Select the

previously defined ‘API Only Role’ under Roles section and select checkbox for ‘API

Only’.

4. Click on Invite

5. User is created

2.3. Creating custom service in Marketo Instructions for this step are also available at

https://community.marketo.com/MarketoArticle?id=kA050000000LJcqCAG

1. Under Admin, click on LaunchPoint

2. Click on New Service

3. Enter Display Name. Select Service as ‘Custom’. Select API Only User previously

created.

4. Custom Service is Created

2.4. Copy Marketo credentials for API acces to Rybbon Settings 1. In one browser window, login to Marketo and Click on Admin, then Launchpoint and

then on ‘View Detail’ link of the custom service created.

2. Open another browser window and login to Rybbon. Go to Settings and click on Edit

for Marketo Settings.

3. Copy Client ID and and Client Secret from Marketo to Rybbon’s Marketo Settings

4. In Marketo, under Admin / Integration select ‘Web Services’. In the Rest API Section,

copy values for End Point and Identity under Rest API to Rybbon’s REST EndPoint and

REST Indentity.

5. Click on Update. Marketo API Access credentials are saved in Rybbon Settings.

When this setup is completed successfully, Rybbon will start logging every gift redemption as

lead activity against the lead record in Marketo.

2.5. Viewing and Using Rybbon Lead Activity

To view Rybbon Lead Activity, pull up the lead record via Lead Database. Then go to Activity

Log. Make sure Filter is set to None. It will look like below.

To act upon Rybbon lead activity, use the Shares Content Trigger in a Smart Campaign Flow.

Next, use the Flow actions to trigger the next sales or marketing actions, such as:

• Notify the Lead Owner

• Create an Interesting Moment

• Change Program Satus

• Increase lead score

• Add the lead to a nurture stream

• Send a follow-up nurture email