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Use Bombora Company Surge® data to set up Reachdesk gifting campaigns in Marketo

This setup allows you to use Bombora Company Surge® data in Marketo to trigger Reachdesk gifting campaigns automatically. 

This is perfect for:

  • Sending a personalized gift when an account hits a specific surge threshold.

  • Targeting contacts at accounts surging on a specific topic.

  • Scaling outreach by combining Bombora data with Reachdesk personalization tokens.

 

Before you start

  1. Integrate Bombora: You must have the Bombora <> Marketo integration configured first.

  2. Create a Custom Field: In Marketo, an Admin must create a new Custom Field called Reachdesk Campaign UUID (Type: String). This is where the two platforms "talk" to each other.

 

Step 1: Create your Marketo program

If you haven't already, set up your Marketo program (e.g., an Event or Default program).

Define your Trigger logic

In your Smart Campaign, set the trigger criteria to qualify leads based on Bombora data.

  • Trigger: Use Bombora Surge is updated (or your specific custom object name).

  • Constraints: Use the Topic attribute to specify which intent topic should trigger the gift.

    • Tip: Create a separate Smart Campaign for each specific topic if you want to send different gifts for different interests.

Configure the Marketo Flow

In the Flow tab of your Smart Campaign, you need to add two specific actions:

  1. Change Data Value:

    • Attribute: Reachdesk Campaign UUID

    • New Value: (Leave this blank for now; you’ll get this from Reachdesk in Step 4).

  2. Call Webhook:

    • Webhook: Reachdesk Send

 

Step 2: Create the automated campaign in Reachdesk

  1. Navigate to the Automated Campaigns tab.

  2. Click New Automated Campaign.

  3. Choose your gift and complete the setup.

  4. Review Approvals: To manually vet recipients before the gift goes out, toggle Automatically approve all triggered sends to OFF. These will appear in your Approvals tab in Reachdesk.

 

Step 3: Sync and Map Statuses

In the Campaign Sync tab of your Reachdesk campaign:

  1. Select your Marketo connector.

  2. Select the Marketo program you created in Step 1.

  3. Map Statuses: Map your Reachdesk gift statuses (e.g., Shipped, Delivered, Claimed) to your Marketo Program Member Statuses. This ensures your Marketo reports stay updated in real-time.

 

Step 4: Link the systems with the UUID

  1. In Reachdesk, go to the Campaign Trigger tab.

  2. Select your Marketo connector.

  3. Click Generate Reachdesk Campaign UUID.

  4. Copy the generated code.

  5. Go back to your Marketo Smart Campaign Flow and paste this code into the New Value field for the Reachdesk Campaign UUID attribute.

Activate your Smart Campaign, and you’re live!

 

Sending e-gift cards through Marketo emails

If you are sending eGift cards and want them to be delivered directly through your Marketo emails, you need a different setup. Follow the separate guide here: Generate a multi-use gift link via Marketo Emails.

 

Frequently Asked Questions

Do I need a separate campaign for each Bombora topic?

Yes, if you want the gift to be topic-specific. You can use the Topic attribute in the Marketo trigger to route leads to different Reachdesk campaigns via their unique UUIDs.

What happens if I don't map statuses?

The gift will still send, but Marketo won't know if the gift was delivered or claimed. We highly recommend mapping these so you can trigger follow-up emails in Marketo based on gift activity.

What is the Reachdesk Campaign UUID used for?

The Reachdesk Campaign UUID links your Marketo flow to the correct Reachdesk automated campaign. You generate it in Reachdesk and then paste it into your Marketo Smart Campaign flow.

Can I review triggered sends before they are sent?

Yes. You can turn off Automatically approve all triggered sends to review matched recipients before approving or rejecting sends.

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