Why it matters
B2B teams often run lead management in Marketo while customer data lives elsewhere. Connecting the two avoids conflicting definitions of a lead, duplicate scoring logic and audiences that drift between systems.
Implementation view
- Lead lifecycle — agree stage definitions (for example known, engaged, MQL, SQL) with sales before building anything.
- Programs — organise campaigns into programs with consistent channels, statuses and naming.
- Scoring — separate behaviour and fit scoring; document every rule and its owner.
- CRM alignment — map fields and sync rules with the CRM so ownership is clear.
- AEP integration — bring Marketo data into AEP through the Marketo source connector and activate AEP audiences to Marketo where your licence supports it.
- APIs — use the Marketo REST API for integrations, respecting rate limits and secure credential storage.
Common mistakes
- Scoring models nobody owns or reviews.
- Different MQL definitions in Marketo, CRM and reporting.
- Syncing every field instead of the fields use cases need.
- API credentials stored in scripts or shared documents.
Hands-on exercise
Draw your current lead lifecycle on one page: stages, entry rules, owners and the system of record for each field. Mark where Marketo, the CRM and AEP disagree — that list is your integration backlog.
Related academy module
Marketo and B2B topics connect with the career accelerator and the AEP data ingestion guide.
Frequently asked questions
Is Marketo part of Adobe Experience Platform?
No. Marketo Engage is a separate Adobe application. It can be integrated with AEP through source connectors and destinations, depending on licensing.
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