Marketo

How to integrate Marketo with Webflow

Marketo offers multiple integration paths with Webflow, from the native Enterprise integration that maps form fields directly to embedded forms for custom styling, and API connections for advanced automation.

While the native integration provides the fastest setup for Enterprise customers, embedded forms offer more design flexibility, and API integrations unlock sophisticated workflows like real-time personalization and bi-directional data sync.

Use the native Webflow integration

Webflow Enterprise customers can connect Marketo directly to Webflow forms.

Configure it in Site Settings > Integrations by mapping Webflow form fields to corresponding Marketo fields. This enables instant lead capture when visitors submit forms.

Key capabilities of the native integration:

• Field-by-field mapping between Webflow forms and Marketo lead records
• No custom code required for basic lead capture workflows

The native integration works best for straightforward lead generation use cases where you need reliable data flow without technical complexity. However, it's limited to form submissions and requires exact field name matching between platforms.

Use embeds and custom forms

For non-Enterprise users or teams needing advanced form features, embedding Marketo forms directly provides more control. Access your form's embed code in Marketo's Design Studio, then paste it into a Webflow Code Embed element.

Marketo form embeds enable capabilities beyond native Webflow forms:

• Progressive profiling that shows different fields based on what you already know
• Pre-fill functionality using Marketo's tracking cookies
• Multi-step forms with conditional logic
• Built-in spam protection through honeypot fields

The Marketo CMS Form Clonable template demonstrates best practices for styling embedded forms to match your site design. Common challenges include CSS conflicts and mobile responsiveness, which require custom style overrides.

Build with Webflow and Marketo APIs

API integration unlocks capabilities impossible through UI-based methods, such as syncing CMS data, triggering complex workflows, and implementing account-based experiences. This approach requires server-side code but delivers enterprise-grade functionality for sophisticated marketing operations.

Marketo's REST API combined with Webflow's Data API enables:

• Bi-directional data synchronization between platforms
• Custom lead scoring based on Webflow interactions
• Programmatic content updates driven by Marketo segments
• Advanced attribution modeling across touchpoints

Implement real-time lead enrichment

Enhance form submissions with additional data by connecting Webflow webhooks to Marketo's lead API:

1. Configure webhooks in Webflow to trigger on form submissions
2. Process submissions through serverless functions that enrich data
3. Update Marketo leads using the REST API endpoint /rest/v1/leads.json

This pattern enables adding firmographic data, calculating lead scores, or routing to specific campaigns based on submission context. The Marketo API documentation provides detailed parameters for lead operations, including custom field mapping.

Build personalized experiences

Create dynamic web experiences by querying Marketo data to customize Webflow content:

1. Identify visitors using Marketo's Munchkin tracking cookie
2. Retrieve lead data via /rest/v1/leads.json with email or cookie ID
3. Update page content using Webflow's CMS API to show personalized elements

This enables showing different CTAs to known vs. anonymous visitors, displaying account-specific content for ABM campaigns, or hiding forms for existing customers. Marketo's lead database API returns comprehensive visitor profiles for personalization logic.

Automate cross-channel campaigns

Synchronize Webflow events with Marketo programs for omnichannel orchestration:

1. Track custom events like video views or resource downloads in Webflow
2. Send to Marketo using the activities API endpoint /rest/v1/activities.json
3. Trigger campaigns based on these custom activities in Marketo

This approach connects website behavior to email nurturing, paid media retargeting, and sales alerts. The Marketo REST API supports custom activity types for tracking any interaction.

What you can build

Integrating Marketo with Webflow enables sophisticated marketing automation that drives measurable business results.

• B2B demand generation: Capture leads through gated content forms, score based on engagement, and route sales-ready prospects to CRM while nurturing others through automated email campaigns
• Event and webinar promotion: Build registration pages in Webflow that sync attendees to Marketo, trigger confirmation emails, and follow up based on attendance data
• Account-based marketing portals: Design personalized microsites in Webflow that display account-specific content — like tailored case studies and CTAs — using Marketo's Munchkin cookie to deliver targeted messaging.‍
• Dynamic resource hubs: Build a Webflow CMS-driven library of gated whitepapers and videos, automatically provisioning access in Marketo, scoring engagement, and enrolling leads into nurturing programs based on content interactions.