In this article, learn how to connect Marketo to Breadcrumbs in few steps and how to use it as a source when creating your scoring model.

What this integration does

Adding Marketo to Breadcrumbs makes it easy to analyze and score your email lists by matching your contact and company properties with events and activities your subscribers do on your website and/or via email.

  • easily find and select the right contact and/or company property to add to your scoring model;
  • automatically update the existing scoring field on Marketo;
  • get granular data at the category level AND get comprehensive insights on your list;
  • score and sort your lists according to Breadcrumbs' unique co-dynamic scoring system and find the prospects to reach out to close more deals faster.

Additionally, when adding Marketo to Breadcrumbs as a secondary source, you'll be able to enrich the information in your primary source further to create an even more powerful scoring model.

What you'll need

  1. A Breadcrumbs account
  2. A Marketo account

How to set up the integration

Connect Marketo from Users Settings > Connections

To connect Marketo to Breadcrumbs, navigate to the main dashboard or your User Settings page > Connections. Once you click "Connect Source," you'll be asked to select a platform you want to connect to. In this case, choose Marketo.

Connect main source | Breadcrumbs

When you click Marketo, you'll be asked to provide the API ENDPOINT, the CLIENT ID, and the CLIENT SECRET.

Add Marketo as a secondary source in Breadcrumbs)

You can find the Marketo API ENDPOINT in the Marketo Admin > Web Services menu in the REST API section. 


The URL you need is the Endpoint without the /rest part, in our example:

You can find the Marketo CLIENT ID and the CLIENT SECRET in the Marketo Admin > LaunchPoint menu.

Marketo CLIENT ID and CLIENT SECRETSelect the custom service and click View Details.


Once you click on Complete Configuration, you're all set. You can check all your connections from the User Settings page > Connections.

Connect Marketo from Workspace Settings

From the Workspace Settings page, click on "Add Source."

Follow the procedure outlined here to connect Marketo to Breadcrumbs.

Note: When connecting a Marketo instance from an existing scoring model, you can use it only as a secondary source for that scoring model. After the connection is first made, however, you can select Marketo as the primary source of a different scoring model.

How to use this integration

To create your scoring model, go to Scoring Models and click "Create Model."

Create New Scoring Model | Breadcrumbs

Scoring model creation consists of 3 steps:

  1. Fit model
  2. Activity model
  3. Advanced settings

For detailed instructions on creating your scoring model, please read the complete guide to creating your first Scoring Model with Breadcrumbs

1. Fit Model

Fit Categories are used to score your leads based on who they are. Use Firmographic or demographic data to identify your best leads.

Please create a new Fit category by giving it a name and a weight. Then, click "Add Mapping" to use Marketo and "Change field" to add company or contact properties in the fit model.

Fit Category Setup | Breadcrumbs

Once you select the field, you'll be able to include or exclude additional values to refine your model further.

Fit Category Additional Values | Breadcrumbs

2. Activity Model

Activity Categories are used to score your leads based on how they are interacting with you over time. An action taken today doesn't have the same value as an action taken one month ago.

Please create a new Activity category by giving it a name and a weight. Then, configure the absolute decay, the interval rate (days), and min and max frequency.

Activity Category Event Configuration | Breadcrumbs

In the above example, the configuration will create five periods, three days each, and assign a score if there are at least one event and a max of 10. For each period we move back in time, the assigned score will be reduced by -10%.

Now you need to add the matching event. Pick Marketo in the Platform field and the event you need. Next, you can set up rules to further refine your data.

 Activity Category Matching Events | Breadcrumbs

3. Advanced Settings

In this last step, we'll ask you to map your output fields so that we can add the information to your Marketo account. Here, you can select and automatically update the existing scoring fields you already have in Marketo. 

Once you're done, click the preferred option to activate and run your model against your settings, save it as a draft, or test it against other scoring models.

Happy scoring!