How Optimize associates visitors with Marketo data

Updated

Find out when you can target visitors using Marketo data.

Integrating Webflow Optimize with Marketo lets you import your contact lead info to unlock more focused audience targeting and granular reporting capabilities. Before Optimize can associate a visitor with imported Marketo data, Marketo must identify the visitor as a contact lead. This dependency determines when you can target a visitor, potentially delaying variations from being shown initially.

Note

The following info assumes you've integrated with Marketo and imported a list that includes the visitor as a Marketo lead. All Marketo static lists are imported automatically.

Overview of the association process

Each step of the flow requires the visitor to view a new webpage, which means that new visitors are not eligible to see variations on the first few webpages that they view. Returning visitors who have already been associated, however, are eligible to see variations on the first webpage of their return visit.

  • First, Marketo must identify the visitor as a known lead
  • Webflow can then associate the visitor with their Marketo data
  • Webflow caches the visitor's Marketo lead info to the visitor's browser's local storage
  • The visitor is then eligible to be targeted with variations

Scenario 1: Prospect is a recipient of a Marketo email

If the visitor clicks a link generated with Marketo that takes them to your website, Marketo instantly knows the visitor is a known lead.

The visitor is then eligible for Webflow Optimize variations on their third webpage view.

Scenario 2: Prospect submits a Marketo form

If the visitor is not a recipient of a Marketo email, then the other way Marketo identifies the visitor as a known lead is when they submit a form from your website. The visitor can view any number of webpages on your website before submitting a form.

Once the form is submitted, Webflow associates the visitor with their Marketo data and the visitor is eligible for variations on their third pageview following the form submission. However, it's uncommon for visitors to continue browsing your website after submitting a form as that is typically the objective of their visit. So, it's more likely that their third pageview will occur the next time they visit your website.

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