Step-by-Step Guide - How to Integrate RTP with Marketo

Real-time customization technologies are essential for marketers as they try to fulfill their customers' constantly changing demands and needs. Tools that allow real-time customization vary, but if your company is currently implementing Marketo for marketing efforts, such as customizing content on a website according to the visitor’s IP, Marketo Real-Time Personalization (RTP) is your go-to tool. 

But first, What Exactly is Marketo RTP? 

Marketo RTP is, as established, a real-time customization technology. It adapts to different marketing scenarios by leveraging real-time interaction with visitors to improve the personalization of marketing campaigns and their overall impact and effectiveness.  

Let’s transform that into an example: Your company’s marketing efforts target people within the US and Canada. While people in both countries speak English, Canada has a fair share of people who choose to talk to French instead. With Marketo RTP, you can leverage specific data points in real-time, such as language preference, to show French-speaking visitors a version of your website entirely in French. 

Integrating Marketo RTP and Marketo Engage 

The integration between Marketo RTP and Marketo Engage, like most integrations between different technologies, consists of several steps that must be followed thoroughly to keep your data clean and accurate. Those steps are: 

Prepare the Integration from Marketo RTP  

1. 1. Log into Marketo RTP and go to the Admin section. 

1. 2. Select Real Time Personalization. 

1. 3. Marketo RTP will provide you with a JavaScript code snippet, copy it. 

1. 4. Paste the snippet into your website’s HTML before the closing ‘</body>’ tag. 

The snippet you paste into your website’s HTML code is what enables your website to be personalized and have tracking. 

At this point, it’s important to set up two different things on Marketo RTP: Visitor Segments, and Personalization Campaigns, and Visitor Segments. 

1. 5. In Marketo RTP, define the criteria to separate all your website visitors in segments. This could be country, language, state, behavior, etc. 

1. 6. Create one or more campaigns that will be assigned to the segments you created. These campaigns will be the ones that show the different variations of the content your visitors access. 

Integrate Marketo RTP with Marketo Engage  

1. 7. In the Admin section, go to Integrations. 

1. 8. Select Marketo. 

1. 9. Authenticate your Marketo account and connect it to RTP following the steps provided. 

1. 10. Map the information collected by RTP to Marketo’s fields. 

After mapping and confirming your choices, you will successfully integrate Marketo RTP into Marketo Engage. 

What Are the Benefits of Integrating RTP with Marketo? 

• There are several benefits of integrating RTP with Marketo, and among them, it’s possible to point out the following:  

• Relevant Content Delivery: With this integration, you might lower bounce rates, lengthen visitor’s stays on your website through relevant content, and dramatically increase engagement rates.   

• Data-Driven Decisions: Optimize campaigns using real-time insights and performance indicators, utilizing RTP data to feed your long-term marketing plans and contemplating the bigger picture.   

• Scalable Personalization: As your company expands, RTP allows you to quickly scale your personalization efforts to provide relevant experiences to a broader audience without adding complexity. 

So, What's Next? 

Having created your segments, you must use them in your existing Marketo campaigns and general marketing activities. In addition, you must leverage the data collected by RTP to personalize different pieces of content. Also, you can tailor your messages to your various audiences based on the segments you create.    

After putting everything together and implementing it, you must monitor both RTP and Marketo analytics to accurately measure how your new personalization is working. You must leverage reports, both in RTP and in Marketo, to access those relevant metrics.   

From there, what’s left is to optimize and refine your marketing efforts based on the data you obtain from those reports. This can translate into refining your segments in RTP, mapping a specific field again between RTP and Marketo, or, why not, retargeting your marketing efforts to an audience that increased engagement due to personalization.   

Are You Ready to Get Started? 

Even though it seems like a simple process, handling Marketo can be overwhelming for you and your team. That’s why it’s always a good decision to leave it to professionals with years of experience, like our team at S.R. Pro Marketing. Let us handle the complex processes of adopting and implementing Marketo so you can leverage all your data’s potential. Contact us today!