Marketo Tip #13 - Enrich customer intelligence with your own Marketo activities

You can see here in my Marketo that I have custom activities that were not here in Marketo (inaudible), such as my personal chatbot, such as activities on videos, visits, watches video, or sign-ups, or the customer portal visits. Hi everybody. Marketo is the king when it comes to tracking a huge variety of activities. But do you know that you can even enrich the kind of activities Marketo can track? This is what we will see this morning in this Marketo Tip. I'm Sylvain Davril, founder of Merlin and Leonard. Marketo is rich when it comes to all the triggers and the filters you can use to score trigger actions to target people. But do you know that you can enrich this list? For instance, here, I have new triggers based on activities that were not present in Marketo (inaudible). For instance, I have these triggers that will allow me to trigger an event as soon as someone watches a video that matches my criteria. So you can enrich all this family of triggers and filters based on your needs. For instance, here, I have a portal on my website and I want to track each time a person enters this portal. Obviously, it's not a Marketo form at the entrance of the portal. I can show you, it's just like that. This is the form I have. Obviously, it's a (IO-commerce) form. And we've put some scripts behind that to mimic the fact that it's like a form and it will then create a custom activity. So that's a huge help when you can enrich that. So how could you do that? You first need to go to the Admin part of Marketo. You have this Marketo Custom Activities menu where you can create new custom activities and then add fields, as many fields as you want on those activities. Those fields will become the attributes on the trigger and filters that will help you refine your trigger or query. And you will see then those custom activities in the activity log, just like any of the others piling up as soon as someone matches the criteria. So for instance, here, I've just watched this video and if I double-click, I've got all my attributes based on the fields that I have created on my custom activity. So here it's a custom activity based on a third-party solution, a video solution called Twenty Three that has native integration with Marketo. So I've just created the two custom activities in Marketo. Then I linked the two solutions and voilà! The magic is done and I've got custom activities arriving here. Same for my chatbot. I'm not using the Marketo chatbot, I've been using for a long time now the Xeno chatbot, which is, in my humble opinion, far better yet. And it creates custom activities as soon as someone has an interaction with the chatbot. But you can also create your own custom activity. That's what we did for the connections here. So here I had to work with my (inaudible) to create a custom integration and for that we used the Marketo APIs. So the activity is one that helps you to either create the activity remotely. So I don't need that because I created that directly in the admin but this is the one you want to use. This API will push records in the activity table behind the specific activity type you created. So that's how we enrich the activity log with the customer portal entries. If you need help to set that up, don't hesitate to reach out. I will be delighted to help you put that in place and I hope it will be of help to you. Bye-bye.