To set up your FormsIntel configuration for Marketo, you need the following:

• You must be an admin in your SalesIntel account.
• You must have access to the form in question in Marketo, as well as Marketo Field Properties.
• You must have access to the landing page where the form is hosted (in Marketo or on your own site). If you do not have direct access to either of these, you will need to find someone who does, once you get to this step.

Get your form ready

It's typically best to start with a new form or a non-active form, so that you can make changes without impacting live form collection. Configure your form as you would normally, but consider which fields you want to leave to FormsIntel to fill. Remember that FormsIntel cannot fill your forms 100% of the time, due to data availability, so you'll want to develop a strategy for those:

• Option 1: Leave any critical fields for your lead to fill on their own
• Option 2: Use FormsIntel's conditional unhide logic to show fields to leads if they cannot be filled by FormsIntel. We recommend unhiding no more than 3-4 fields, so that you do not impact form completion rates. You may want to use a combination of Options 1 and 2. 

FormsIntel will fill contact data separately from company data, if there is data available for one but not the other.

There are three types of fields:

• Match field: The match field is the field that FormsIntel will use to match the contact and company data. This is always the field that contains the email address. 
• Required field: This is any field that you absolutely must have for your workflows (e.g. first and last name are quite commonly required). These fields will be completed by your lead upfront OR will be unhidden if FormsIntel cannot fill them. Do not hide these in Marketo; FormsIntel will help you hide them from initial view.
• Filled field: These are the fields that will be filled in by FormsIntel enrichment but will NOT be unhidden if not filled.
  • It's recommend that you hide these fields from the prospect's view, so that they can't see the fill behavior. Set these fields to hidden in Marketo.
  • Do not make these fields required - if they are required but FormsIntel cannot fill them in, that will impact the form submission process.
  • Be careful about the field type used; it's best to use minimal restrictions on field contents. If you require certain content standards (length, characters, picklists, etc), and SalesIntel does not return compatible data, that will impact the form submission process.

Once your form is ready, you can move on to configuration in SalesIntel.

SalesIntel Form Configuration

Within SalesIntel, configure your form to identify the fields for which you want data and generate the fill script.

First, go to the FormsIntel tab, in the navigation bar. If you are an admin, but you don't see this option, contact support@salesintel.io to have it enabled. Click on "New Form" in the upper-right.

Set Up the Form

1. Start by setting a name for the form. This does not have to match the name in Marketo - it's just the name that will appear in SalesIntel.
2. Then, select your form type. You will need to know if you plan to serve the form in a Marketo-hosted Landing Page (Marketo Landing Page) or embedded on your own site (Marketo Form).
3. Add the Form ID. Enter "mktoForm_" + the asset ID. The asset ID that can be found in the URL when you load your form for editing in Marketo. For example, in this url: https://engage-sj.marketo.com/?munchkinId=xxx-xxx-xxx#/ds/mktform/1003 1003 is the asset ID. In this case, the full form ID is mktoForm_1003.
4. Find the API name of the field that contains the email. This is your "match" field. FormsIntel is always expecting the key to be an email address - this is the value that will be used to look up the data in SalesIntel. For help finding API names, skip to the section below. This field is case-sensitive.

Map Your Fields

On this step, you'll tell SalesIntel which fields to fill in your form with which data. Only map fields that you want SalesIntel to fill. If you have fields for the prospect to complete themselves, do not map those to any SalesIntel data on this step.

The fields shown on this screen represent the SalesIntel data available. Data may describe a contact (in the top section) or a company that the contact belongs to (in the bottom section). Identify the fields that you'd like to enhance your form data with. You may select as many fields as you'd like, but you need to have a unique field on your form corresponding to each data point you'd like to receive.

In the empty box next to the data field, type the API name of the field in Marketo. For help finding API names, skip to the section below. This field is case-sensitive.

Conditional Unhide

Conditional unhide is used for fields that you want SalesIntel to fill first, but then would like to have unhidden if there is no data available. These fields will show as unhidden in Marketo, but, when you identify them here, applying the SalesIntel script will hide them from initial view. If SalesIntel cannot fill the data, the fields will be unhidden.

To use this feature, follow these steps:

1. Place any fields that you want to unhide on their own row of the forms. The entire row will be hidden/unhidden, so the fields should not share the row.
2. Do not mark the field as hidden on the form. The SalesIntel script will hide and unhide for you.
3. When mapping SalesIntel fields to your fields, also complete the row number field. The row number is determined by counting the rows with input fields on your form in Marketo from the top, down. Start counting from the first row of input fields.

Once the row number is identified for a field, the form fill script will be updated to hide and unhide that field based on fill status. If you do not want this behavior for a certain field, simply leave the row number empty and hide the field on your form - it will be filled by SalesIntel if possible, and then not unhidden. You many have a combination of hidden and conditionally hidden fields in your configuration.

Generate and Place the Script

The final step of the process is to generate the FormsIntel script and place it on your website. Once you save your field mappings, you will see your form script. If you are using conditional unhide, making changes will update this script and you will need to replace it on your website. Each form configuration will have a unique script.

On a Marketo landing page, add an HTML element below where the form loads (it is important that it loads after the form). Place the script in the element and save. This element will be invisible on the page itself. When using a form embedded on your own site, ask your website developer to add the script to the footer of the page where the form is. It is important that the script loads AFTER the form; since most sites load top-down, adding the script to the footer generally works well.

Once you have deployed your form and a lead is submitted, you will start to see data available for this form on the FormsIntel tab in SalesIntel

Only form submissions are counted. If a form is filled but not submitted, these counts will not increment. If you are on a credit-based plan, only submissions that contained enriched data will deduct a credit. A form that is not submitted or a submitted form that has no data points enriched will not count towards your credit availability.

Finding Marketo API Field Names

When configuring your form, you'll need to reference Marketo's API or internal field names in order for the form script to find the right fields in your form. These can be found in Marketo field management. Go to Admin > Database Management > Field Management. For each field on the form, select the field from the list at the right and view the properties that load. The API Name is included in those properties and can be used when set up your FormsIntel configuration. This field is case-sensitive.