Userled connects to Marketo so you can target the right people in your campaigns. This article covers what Userled reads from Marketo, how your Marketo lists show up, and where you can use them when you build a campaign.
Prerequisite: connect Marketo from the Marketo integration page.
Userled reads three things from Marketo: your static lists, the leads inside them, and the companies those leads are linked to.
Your Marketo static lists are synced across, so you can browse them and pick one. Userled keeps the name, ID, description, program and workspace for each list, along with its created and updated dates. Lists refresh every hour.
When you use a list in a campaign, Userled reads the leads inside it.
Each lead is then matched to a company, so your campaign can be organised by account. Userled uses the lead's email domain where it can, and falls back to looking up the lead's company in Marketo.
Userled does not pull in Marketo companies as an audience on their own.
Put simply, a Marketo list is a list of people. Userled reads those people and links each one to their company.
Reading a list never changes your lead data. Separately, if you set up Marketo as a campaign destination, Userled writes the generated Userled page link back onto the matching lead once the page is ready.
That write-back is deliberately narrow:
It only ever updates existing leads. Userled never creates or deletes records in Marketo.
It only updates the specific fields you map in the campaign's destination settings.
It never writes to companies or lists.
If you have not set up a Marketo destination, Userled only reads.
When you create a campaign, you pick whether to target accounts or contacts.
Contacts: your Marketo lists are available here.
Accounts: Marketo lists are not available here.
The reason is that a Marketo list is always a list of people, not companies. Marketo does not give you company lists to target, so a Marketo list can only be used when you are targeting contacts. If you want to target accounts instead, use a source that offers company lists, such as HubSpot, Salesforce or 6sense.
Once Marketo is connected, go to the Contacts step and choose to import from Marketo. You will see your synced static lists, and each one shows:
Name
Marketo List ID
Description
Program
Updated date
Created date
You can search by name, ID, program or description, and sort by updated date, created date or name. Only static lists are shown. You can select more than one list, and your selection is kept as you page through.
Picking your lists does not process them straight away. Userled reads the leads and matches them to companies when you continue past the templates step. Two things worth knowing:
Bigger lists take longer, because Marketo limits how quickly data can be read. Userled shows you an estimate before it starts. Keep the tab open while it runs.
A lead is only processed if Userled can tie it to a real company. Leads with a work email are matched on their email domain. Leads using a personal email address (Gmail, Outlook and similar) need a company in Marketo that has a website on it.
Any lead that cannot be matched to a company is skipped. When processing finishes, Userled shows you a summary of how many leads went through and how many were excluded, and you can expand the list of excluded leads to see the reason for each one.
Note that leads with no email address at all are not read from the list, so the total shown in Userled can be lower than the number of members you see in Marketo.
My Marketo lists are not showing
Check that Marketo is connected and that the lists you are looking for are static lists — smart lists are not synced. Marketo import is also still being rolled out, so if you cannot see the option at all, contact support and we will enable it for your workspace.
I just added leads to a list and they are not appearing
List membership is cached for up to 20 minutes. Wait a few minutes and try again. The lists themselves refresh every hour, so a brand new list can also take up to an hour to appear.
I cannot find Marketo when targeting accounts
That is expected. Switch to Contacts to use a Marketo list.
Some of my leads were excluded
Userled could not match those leads to a company. The reason is shown against each excluded lead, and will be one of:
The lead uses a personal email address and has no company name.
The lead's company could not be found in Marketo.
The lead's company was found in Marketo but has no website on it, and the lead uses a personal email address.
Adding a website to the company record in Marketo, or using work email addresses, resolves most exclusions.
If you have questions or need help, reach out to your Userled CSM or contact us at [email protected].
