Integration Setup Guide: Formstack + Marketo

Important Note: Marketo is an Unsupported Connector

This guide will show you how to set up the Formstack + Marketo integration.  If you don't have an account yet, or if you'd simply like to learn more, check out our webpage about the Formstack + Marketo Integration.

What To Expect

With the Formstack + Marketo integration, you'll be able to link one or more Formstack forms to Marketo, and the integration will create a new lead in Marketo whenever one of the linked forms are submitted.

Note: all forms are required to have an Email field with the label "Email" so that we can de-duplicate the submission with existing submissions or records in your CRM. 

Step 1: Login to Formstack Sync

Go to: and log in with the username and password you set up after you received your invite.  If you haven't received an invite yet, request access here.

Step 2: Install the Formstack connector

After you log in to Formstack Sync, go to the Connectors page by clicking "Connectors" in the left-hand sidebar.  Then, select the "Formstack" connector in the dropdown, and click "Install".

In the dialog box that appears, click "Sign In to Formstack".  

If you aren't already logged into Formstack, you will now be asked to login.  Once you are logged in to Formstack, you'll see a screen asking you to give permissions to Formstack Sync.  Click "Authorize".

Next, you'll see as screen confirming that you have logged in to Formstack.  Click "Save".

Step 3: Setup an API Role in Marketo

Next, you need to setup an "API Role" in Marketo.  This will allow the integration to connect to Marketo in order to create new leads. Check out the video for a walkthrough that shows you how to complete the written step-by-step instructions below.  Collect all of the information described before you move on to Step 4.

Step-by-step instructions:

Before gathering the required information, you need to both have an API Role and create an API Only user. Here are the steps:

  1. Set up the API Role following these instructions from Marketo's help documentation (
  2. Once this Role is created, click on Admin in the top nav.
  3. Select Security > Users & Roles in the left nav.
  4. Click Invite New User.
  5. Give the user a first name, last name and email address.
  6. In Roles select API Role.
  7. Check API Only.
  8. Click Invite.

Steps for gathering information to authenticate the Marketo Connector: 

Information Steps  

Click on Admin in top nav.  
Select Web Services under Integration in the left nav.  

URL is listed as Endpoint under the REST API section. 

Client ID & Client Secret Still on Admin, click Launch Point under Integration.  
Select New > New Service.  
Set Display Name to Formstack Sync and choose Custom as the service.  
Enter Formstack Sync for Description.  
Select the API only user.  
Click Create.  
Click View Details for the service that was just created.  
Client ID & Client Secret are listed on the detail screen. 


Step 4: Install the Marketo Connector

Now head back to the connectors screen in Formstack Sync, select Marketo in the dropdown, and click "Install".

In the dialog box that appears, click "Sign In to Marketo".  

Enter the information you gathered in Step 3 above.

The last item asks for the name of the Primary Contact Role for your Opportunity records in your CRM. You can ignore this field

Once you click Continue, you be redirected back to Formstack Sync where you should see the following success message.  Click "Save".

Step 5: Complete Form to Have Your Forms Enabled

To begin reading information from your forms we will need to enable read access to the forms you would like to sync submissions from. Please complete this form and we will reach out once we have completed the request. Advanced Integration Forms Request

Step 6: Configure Your First Form

Next, you will map fields between a Formstack form and Marketo.  You'll pick a form to integrate with Marketo, and you'll tell Formstack Sync which fields on the form correspond to fields in Marketo.

Click on "Mappings" the left-hand sidebar.  Then, click "Add Mapping".

In the dialog that appears, select "Contact" from the dropdown list.  If you want, you can name the mapping (for example, you could name it according to the name of the Form you're planning to integrate, such as "Demo Form").  Click "Save".

Step 7: Configure Form Fields

Next, click "Add Field" to set up the first field you'll send to Marketo.

This will bring up the field mapping dialog.  Here, you select a field from Formstack that you want to send to Marketo, and the corresponding field in Marketo where you want the data to appear.  Under "Connector", click the text that says "Click to Edit".

Next, open the dropdown that appears, and choose "formstack0".  

Then, under "Object", choose the form that you want to integrate with Marketo.  Note that the name will be displayed a little bit differently within Formstack Sync.  For example, if the form were called "Demo Form", then the name in Formstack Sync would be "formdata_demoform".

Finally, select the a field that you want to send to Marketo.

Now, repeat the above process for Marketo:

  1. Click "Add Mapped Field"
  2. Click the dropdown that appears under "Connector", and choose "marketo0"
  3. Choose the "lead" object under the "Object" dropdown
  4. Choose the field that you want to receive the data in Marketo

Finally, enter a Label for this field, and then click "Save".

Repeat step 7 until you've set up all of the fields for the first form that you want to integrate with Marketo.  When you're done, your mapping will look something like this:

NOTE: stick with one form for now -- you can add additional forms later, by going back to step 5 and starting a new mapping.  We recommend setting up one mapping per form that you want to integrate with Marketo.

Step 8: Setup Default Workflow

Next, head to the "Workflows" screen and make sure you have a "Default Workflow", as shown below:


If you have a "Default Workflow" installed, you can go ahead and skip ahead to step 8.  If for some reason you don't have a "Default Workflow", you need to set one up as follows:

  • Click "Add Workflow"
  • Enter the name "Default Workflow" (or any name you want)
  • Make sure it reads as follows:
    • If...  "any" of the following conditions are met:
    • "any connector" has "a record" where "any field" "is not empty"
    • Then... "Sync" (check the "Sync" checkbox)
  • Click "Save"

It should look like this:

image-0.pngNow, when you visit the "Workflows" screen, there will be a default workflow present which will allow records to pass from Formstack to Marketo as defined in your mappings.

Step 9: Turn On Your Integration

Once you've set up at least one mapping, you're ready to turn on your integration!  Click "Dashboard" in the left-hand sidebar, then click the "On/Off" switch under "Integration Status".

In the dialog that appears, you have an option between "Sync Future Changes Only", and "Sync All Records".  Here's what this means:

  • Sync Future Changes Only: only future form submissions will be sent to Marketo
  • Sync All Records: all of your existing form submissions will be sent to Marketo, as well as any new submissions in future

Choose whether you want to sync existing form submissions, then click "Start".

Step 10: Wait for Initial Run to Complete

At this point, Formstack Sync will start to ingest your form submissions.  If you have a significant amount of submission data, this can take some time.  You can keep an eye on this from your Dashboard:

When you initially start the integration, you will see a gray rectangle that says "Scheduled".  You may also see a grey rectangle with a "Refresh" icon, which shows that the integration is currently running.  At this point, your integration is still ingesting your submission data from Formstack.

Once you see a green rectangle with a check mark in it that says "Up to Date", you'll know that the integration is ready to start processing new form submissions.  If you chose "Sync All Records" in Step 6 above, this will also indicate that the integration is finished sending your previous form submissions to Marketo.

Step 11: Run a Test

As a final step, we recommend running a test to ensure that your integration works the way you expect.  Go ahead and submit the form you just hooked up to Marketo.  After a few minutes, the information you submitted should show up as a new lead.

If it doesn't, it might be that your configuration in Formstack Sync isn't quite right.  The most common reasons leads might not show up in Marketo are:

  • Required fields: make sure that all required fields on the Marketo lead are also required on your Formstack form.  All of the required fields in Marketo need to be supplied on the Formstack form in order for new leads/contacts to be created by the integration. Have a look at this article for more on required fields:
  • Mismatched field types: make sure that type of each field on the Formstack form matches the type of field in Marketo, for fields that you've hooked up through the integration.  For example, if you try sending a checkbox field from Formstack to a date field in Marketo, the integration won't be able to create new leads/contacts. Have a look at this article for more information on field types
  • Mismatched dropdown options: for dropdown fields, make sure that every option on the Formstack form is also present in Marketo.  If you have any options coming from Formstack that aren't present in the dropdown in Marketo, the integration won't be able to create new leads/contacts. It is also important to note that the options in the dropdowns residing in the respective systems must be a character for character match for the creation of a new lead/contact to be successful. 

If you are having trouble getting form submissions to send data into Marketo, reach out to and we'll be happy to help you troubleshoot.  

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