Warmly Integration Documentation: Marketo

Last updated: May 21, 2026

Warmly's Marketo integration creates a two-way sync between your Marketo Lead records and Warmly's visitor intelligence. When someone visits your website and Warmly identifies them, their data is written directly into their Marketo Lead record as a set of warmly_* custom fields — giving your marketing team real-time intent signals without leaving Marketo.

What the integration does

  • Writes Warmly intent data to Marketo Leads — every identified visitor gets their Warmly fields updated (session count, pages viewed, segments, UTMs, chat data, and more)

  • Reads Lead data from Marketo — syncs name, email, phone, title, company, and location back into Warmly to enrich your visitor profiles

  • Auto-creates custom fields — Warmly provisions all warmly_* fields on your Marketo Lead object during setup so you don't have to create them manually

  • Triggers on session end — a Lead Sync workflow is auto-created that pushes data to Marketo each time a visitor session closes

Before you start

You'll need Marketo Admin access to complete setup. Gather the following from your Marketo instance:

  • Your Munchkin Account ID (found in Admin → Integration → Munchkin)

  • A Client ID and Client Secret from a LaunchPoint Custom Service

Setup steps

Step 1 — Get your Munchkin Account ID

  1. In Marketo, go to Admin → Integration → Munchkin

  2. Copy the Account ID (format: 123-ABC-456)

Step 2 — Create an API Role

  1. Go to Admin → Users & Roles → Roles

  2. Click New Role

  3. Name it (e.g. "Warmly API Role") and enable the following Access API permissions:

    • Read-Only Assets

    • Read-Write Activity

    • Read-Write Activity Metadata

    • Read-Write Person

  4. Save the role

Step 3 — Create an API-only User

  1. Go to Admin → Users & Roles → Users

  2. Click Invite New User

  3. Fill in a name and email (e.g. [email protected])

  4. Check API Only

  5. Assign the role you created in Step 2

  6. Save

Step 4 — Create a Custom Service in LaunchPoint

  1. Go to Admin → Integration → LaunchPoint

  2. Click New → New Service

  3. Set the service type to Custom

  4. Assign the API-only user from Step 3

  5. Click View Details on the new service to copy the Client ID and Client Secret

Step 5 — Connect in Warmly

  1. In Warmly, go to Settings → Integrations → Marketo

  2. Enter your Munchkin Account ID, Client ID, and Client Secret

  3. Click Connect

  4. Review the field mapping, then click Finish set-up and sync

Initial sync can take 10–60 minutes depending on the size of your Marketo instance.

Warmly custom fields on the Lead object

During setup, Warmly automatically creates the following custom fields on your Marketo Lead object. All fields use the warmly_ prefix.

Field

Label

Description

warmly_totalsessions

Warmly: Total sessions

Number of website sessions

warmly_totalpagesviewed

Warmly: Total pages viewed

Total pages viewed across all sessions

warmly_totalactivetime

Warmly: Total active time

Total engaged time on your site

warmly_lastseenat

Warmly: Last seen

Timestamp of most recent visit

warmly_lastpagesviewed

Warmly: Last pages viewed

Pages visited in the most recent session

warmly_visitorcount

Warmly: Visitor count

Number of unique visitors from this lead's company

warmly_matchedsegments

Warmly: Segments

Warmly segments this lead matches

warmly_utmcampaigns

Warmly: UTM Campaigns

UTM campaign values seen across sessions

warmly_utmmediums

Warmly: UTM Mediums

UTM medium values

warmly_utmsources

Warmly: UTM Sources

UTM source values

warmly_utmcontents

Warmly: UTM Contents

UTM content values

warmly_identificationtype

Warmly: Identification Source

How the visitor was identified (e.g. email, cookie)

warmly_lastchatcontent

Warmly: Last Chat Content

Full transcript of the most recent chat session

warmly_lastchatdate

Warmly: Last Chat Date

Date of most recent chat

warmly_chatworkflow

Warmly: Chat Workflow

Chat workflow that was triggered

warmly_touched

Warmly: Touched

Whether Warmly has engaged this lead

warmly_bookmeetinglinkclicked

Warmly: Book Meeting Link Clicked

Whether the lead clicked a calendar booking link

warmly_link

Warmly: Link

Direct Warmly profile link for this lead

warmly_created

Warmly Created

Whether this lead was created by Warmly

warmly_prospected

Warmly Prospected

Whether this lead was prospected via Warmly

warmly_linkedinbio

Warmly: LinkedIn Bio

LinkedIn bio pulled from enrichment

You can customize which fields are written and how they are mapped from Settings → Integrations → Marketo → Field Mapping.

Sync behavior

Details

Sync direction

Two-way (Marketo → Warmly for lead data; Warmly → Marketo for intent fields)

Sync frequency

Hourly incremental sync after an initial full sync

Trigger

Warmly fields update when a visitor session ends

Object

Marketo Lead (Marketo has no separate Contact object)

Deduplication

Leads are matched by email address

Batch size

Up to 300 leads per API call

Troubleshooting

"We couldn't connect to Marketo"

  • Double-check that your Munchkin Account ID, Client ID, and Client Secret are all entered correctly (no extra spaces)

  • Confirm the API Role has all four required permissions enabled

  • Confirm the Custom Service is assigned to an API-only user with that role

Custom fields not appearing in Marketo

  • Custom fields are provisioned during the initial setup job. If the initial sync is still running, wait for it to complete (up to 60 minutes) and then refresh your Marketo field list

  • If fields are still missing after sync completes, contact [email protected]

Data not updating in Marketo

  • Verify the integration is connected and the initial sync has finished (the "Finish set-up and sync" banner should be gone)

  • Check that the visitor was identified by Warmly — anonymous visitors are not written to Marketo

  • If you recently updated credentials, click Save & re-sync from the settings page

Need to rotate credentials?

Go to Settings → Integrations → Marketo → Integration details, update your Munchkin Account ID, Client ID, and new Client Secret, then click Update.

Removing the integration

Go to Settings → Integrations → Marketo and click Remove integration at the bottom of the page. This disconnects Warmly's access but does not delete the warmly_* custom fields or data already written to your Marketo instance.

Questions?

Contact [email protected]