Step 3: [Import Data] Map fields and set up matching in the CDP

Context

Once you have created a Marketo connection you can now start mapping your fields to the CDP. 

Prerequisite: 

• Step 1: [Import Data] Create a Marketo Data Import Integration User

• Step 2: [Import Data] Create a Marketo Data Import Connection

• You must be using the new automated data import workflow. If you are not using the new automated data import workflow, you should reach out to your customer success manager to integrate Eloqua with Rev.Up for data import. 
• Review how D&B approaches matching leads to accounts 

Step 1: Add a data source to the Marketo connection.

Currently the automated data import feature only supports mapping Leads. Activities are supported, but require you to work with our support team. 

 

Step 2: Map fields 

For each entity from Marketo (Leads and Activities) we have pre-mapped some common standard fields. You can click on the Edit Mapping button to add or remove field mappings. Fields that are not mapped will not be imported.

 

Step 3: Add additional fields using the edit mapping wizard.

To map fields from Marketo to the CDP, simply drag and drop fields from the right side of the screen to the middle of the screen. You can also use the dropdown in the middle of the screen to choose which field from Marketo you want to map to the CDP. 

The goal of the CDP is to unify customer and prospect data. When you add your fields from Marketo to the CDP, there are few things to keep in mind: 

• You should map your Marketo fields to the field in the CDP that most closely matches the meaning of the Marketo field. You can add a Marketo field to an existing attribute or create a new attributes. 
• You can map a field from Marketo to more than one field in the CDP. 
• You can map fields from different connections to the same field in the CDP. This is how you can prevent the duplication of attributes that have the same meaning. An example is Company Name and Account Name may be called different names in different connections, but have the same meaning. 

 

Step 4: Matching Marketo records within the CDP 

You can use this section to configure how you want your records to match to the CDP. If you are not sure of how you want your records to match to the CDP, you can skip this section and come back later. 

 

For additional information on creating these settings, check our our article that covers match and merge and our article on lead to account matching.

 

Unique Record ID: By default we will use the unique id of the record in Marketo. This ID will be used to deduplicate your records that come from Marketo. If you use the default setting it means that we will have the same view of your data that Marketo does where each record is represented by the standard unique id in Marketo and we will not try and merge records together based on other information from Salesforce.

 

Matching your records to the CDP: When it comes to matching your records to the CDP there are two methods that are used. 

1. D&B Identity Resolution: By default we will use all the fields that can be used by D&B matching. You can deselect a field to be used. 

2. ID Matching (deterministic match): If you have map an ID field from multiple data sources to the same CDP attribute, we will assume that you want to use this field to match IDs between the data sources.

• Because Salesforce and Marketo have a native integration we can make assumptions based on how Marketo Leads relate to Salesforce Leads and Contacts. The default setting is to use the standard Marketo fields of sfdcLeadId, sfdcContact, sfdcAccountId to match Marketo and Salesforce records together in the CDP. 

Lead to Account Matching:

Review our article on Lead to Account matching to understand how leads in Marketo will be matched to records that exist in your CDP and to the D&B data cloud. 

 

 

 

Step 5: Give your data source a name