Marketo integration with Pendo (beta)

Overview

You can use the two-way integration between Pendo and Marketo to sync customer and product usage data between platforms. This helps marketing and customer-facing teams build more complete user profiles and automate coordinated actions across systems.

The integration supports three types of data syncing:

• Pull data from Marketo to Pendo. Add Marketo lead fields as visitor metadata in Pendo to improve segmentation, analytics, and guide targeting.
• Push Pendo data to Marketo. Send product usage data from Pendo to lead fields in Marketo.
• Push Pendo segments to Marketo. Export segments as static lists in Marketo for campaign targeting.

For a detailed walkthrough of how to set up the integration, see Set up the Marketo integration (beta).

Note: This data integration is separate from the Orchestrate feature that adds Marketo campaigns to journeys. For more information, see Send Marketo campaigns from a journey in Orchestrate.

Prerequisites

Before you get started, ensure you meet the following:

• You have an active Pendo subscription.
• You’re an admin user in Pendo.
• Your Marketo user has Access API and Access Database permissions.

How the integration works

The integration uses mapping to link Pendo visitors with Marketo leads. You define a "join key" to match records between systems. This can be:

• The Visitor ID in Pendo (typically an email address), or
• Any visitor metadata field that matches a Marketo lead field.

Once mapped, you can set up one of or both of the following:

• Pull: Adds selected Marketo lead fields to visitors in Pendo as metadata.
• Push: Sends selected Pendo visitor fields to custom lead fields in Marketo.

Note: Mapping links records between systems, but doesn’t sync data on its own. You must configure one or more of the following sync directions to transfer data.

Syncs run daily between 12:00 and 1:00 AM UTC. Pendo only syncs visitors who have been active in one of your applications in the last 180 days. 

Pull data from Marketo to Pendo

You can import Marketo lead fields into Pendo as visitor metadata. Use this data to refine segments or guide targeting.

1. Map Pendo visitors to Marketo leads using a join key.
2. Select which Marketo fields to sync.

When a pull runs, the metadata group in Pendo is recreated to reflect your current selection.

Push data from Pendo to Marketo

You can push selected Pendo visitor fields to Marketo. These fields are added to custom lead fields in your Marketo instance.

1. Map Pendo visitors to Marketo leads using a join key.
2. Select the Pendo visitor fields to send to Marketo.

Available fields include:

• First Visit: Date of first activity in Pendo.
• Last Visit: Date of most recent activity.
• Usage Trending: Change in activity over 180, 90, or 30 days.
• Latest Poll Response: Most recent survey response.
• Days Active: Number of active days over 180, 90, or 30 days.
• Time on App: Total minutes spent in the app during those periods.

Push Pendo segments to Marketo

You can export one or more Pendo segments to static lists in Marketo. Leads are added to the selected static list based on visitor membership in the segment.

1. Choose an existing Marketo list folder.
2. Select which Pendo segments to export.
3. You can optionally allow Pendo to create new leads in Marketo for segment members who don’t already exist (matched by email).

Warning: Duplicate records are excluded from syncing.

• If multiple Marketo leads match a single Pendo visitor, none are synced.
• If multiple Pendo visitors match a single Marketo lead, none are synced.

This prevents ambiguous mappings and ensures data integrity.