Integrate My Pages with Marketo
The Instapage mission has always been to create the most powerful landing page platform so that you can lower the cost of customer acquisition. A big part of how we go about doing this relies on your input and feedback. Without it, we’re not really able to fulfill our mission.
To provide you with the best Instapage experience, though, it’s more than just releasing new features. It’s also about making it possible for you to get the most of your lead capture form and data collection — which is where integrations come in.
Instapage already integrates with more than 20 of the biggest marketing software in the world.
Now we integrate with Marketo, one of the biggest brands in the digital marketing industry and a leading automation software that enables customers to automate email nurture campaigns. We’ve heard from a number of marketers and Instapage customers alike that integrating with Marketo would be a critical value-add to our landing page platform.
This addition to the Instapage integration ecosystem allows Marketo users to build, test and optimize personalized landing pages at scale, and automatically push converted leads into the Marketo database. Together Instapage and Marketo enable marketers to maximize ROI across the entire lead funnel.
For the first time, Marketo users can offer their landing page visitors a personalized, fully on-brand experience that will increase conversions across the entire customer journey. For additional information, register for our webinar where our host, Ander Frischer, is joined by one of our Product Managers, Brad Thompson, to discuss the Marketo integration in more detail.
Doesn’t Marketo software have a landing page tool?
Yes, many of the marketers who use Marketo automation software build and publish automated landing pages with lead collection forms. Marketo is a great all-in-one solution, but we’ve heard some marketers say they are unaware of the advertising potential and additional functionality a landing page platform like Instapage offers.
To clear up any confusion, let’s do a quick breakdown of marketing automation landing pages (Marketo) versus paid advertising landing pages (Instapage).
Marketing automation landing pages vs. advertising landing pages
Email automation landing pages come with lead capture forms to a known individual who has prior experience with your brand and allow him or her to complete email CTAs. Advertising landing pages are used to convert your ad clicks into leads from individuals with no prior experience with your brand (first brand experience). These two types of landing pages solve very different problems and have different requirements.
Some other key differences:
A/B TESTING: Automation landing pages don’t need to be A/B tested. Since the conversion happens in the email; emails are A/B tested. Since the conversion happens on the landing page, advertising landing pages should be A/B tested and optimized to maximize conversions.
MARKETING COST: Automation landing pages often have no or minimal direct lead acquisition costs tied to marketing automation touches. Advertising landing pages are directly tied to dollars — every visitor that does not click and convert is money left on the table.
To further explain, let’s present a few pain points you may have experienced using Instapage and Marketo separately — and how the new integration effectively solves them.
How the Marketo integration solves common pain points
Pain point #1:
I can do all my campaign related tasks within Marketo. I do not want to have to deal with two different marketing software.
How the Marketo integration solves it:
With Instapage you can design fully customizable landing pages and A/B test them. This is very critical for lead acquisition programs where the conversion happens on the landing page versus in the email.
Pain point #2:
As a Marketo user, we would like to build customized and personalized landing pages.
How the Marketo integration solves it:
With Instapage, marketers can build beautifully designed landing pages at scale with quick turnarounds, that can be split tested and optimized for higher conversions.
Pain point #3:
We need to build beautifully designed landing pages and variations at scale to support our AdWords program. We are often waiting on our development resources to deliver pages.
How the Marketo integration solves it:
With Instapage, marketers can build beautifully designed landing pages at scale, quickly, without depending on your developers.
Pain point #4:
We want to use Instapage to build landing pages but need to manually import leads into our Marketo database.
How the Marketo integration solves it:
The Marketo integration allows you to seamlessly send leads collected from your Instapage landing pages to your Marketo leads database.
Key features and benefits of our Marketo integration
Our new integration allows you to map landing page form fields to Marketo fields. This allows you to seamlessly push leads from Instapage landing pages to the Marketo leads database, and easily automate their customer journey within Marketo.
In summary, Marketo users now have the ability to:
Build landing pages and variations at scale
Reduce time from landing page creation to publishing, thus cutting costs
End landing page launch delays caused by developer bottlenecks
Quickly create personalized and mobile responsive landing pages with the advanced design features that increase conversions
We believe this partnership will be incredibly valuable to your marketing stack, and Marketo agrees, as explained by Andy Choi, Senior Director of Business Development:
We’re always looking to expand the options available to our customers... This integration with Instapage provides the flexibility to build the best-of-breed marketing stack. Now, the process of acquiring and nurturing leads is seamless for marketers.
For more information, register for our Marketo webinar.
How to setup your Marketo integration
Integrating your landing page forms with Marketo is performed the same way as other integrations. When editing your page, click on the form and then “Integrations” in our top bar. Then, select “Marketo,” of which you’ll see the following screen:
At this point, you’ll connect your Marketo account by inserting your client ID, client secret, and URL as directed. You'll then connect your landing page to your desired Marketo list and map your form fields. (Please note: Forms are integrated individually, so if your page includes multiple CTAs, with a two-step opt-in form, you will need to integrate each form separately.)
Connect your landing pages to your Marketo lists
We’re confident our Marketo integration will make your lead acquisition and nurture campaigns easier. This addition to the Instapage ecosystem allows Marketo users to build, test, and optimize personalized landing pages at scale, and automatically push converted leads into the Marketo database. Together Instapage and Marketo enable marketers to maximize ROI across the entire lead funnel.
Current customers can login here to integrate with Marketo, and if you’re not an Instapage customer yet, start your 30-day trial here.
Start integrating your Instapage landing pages with Marketo today.
Integrate My Pages with Marketo