Integrating Universal Consent & Preference Management with Marketo

If your organization is subject to one of the many global privacy regulations that govern the collection and processing of personal data about individuals, you may want to start collecting consent for certain marketing and processing activities.

You can easily integrate your Marketo account with OneTrust to collect and manage granular records of consent for your data subjects and consumers. This integration uses a OneTrust collection point in combination with Marketo smart campaigns to collect and pass consent preferences between the two applications.

How it works

For the purpose of this integration, individuals are identified using their email address. When the individual completes the form configured through the smart campaign, the transaction will be logged in OneTrust. When the individual makes further selections, those preferences will be used to update the record associated with their email address.

System Requirements

In order to configure this integration, you need the following:

  • A Custom API collection point set up in OneTrust.

  • Adequate permissions to configure a webhook in Marketo

  • Adequate permissions to configure a smart campaign in Marketo.

Configuration Steps

This integration requires configuration in both the OneTrust application and in Marketo. The configuration in OneTrust needs to be completed before starting to implement in Marketo.

Overview

  1. Configure a Custom API collection point in OneTrust.

  2. Set up a webhook.

  3. Create a smart campaign.

Configuring a Collection Point in OneTrust

  1. In OneTrust, configure a Custom API collection point. For more information, see Creating External Web Form Collection Points.

  2. Go to the Custom API tab.

  3. Copy the values for the URL and Expected Payload.

Setting Up a Webhook in Marketo

  1. On the Admin panel, create a new webhook using the configuration shown below.



    Field

    Value

    Webhook Name

    Enter a name for the webhook.

    Description

    Enter a brief description of the webhook.

    URL

    Paste the URL copied from the collection point in OneTrust.

    Request Type

    Select POST.

    Template

    Paste the expected payload copied from the collection point in OneTrust.

    Replace example@ot.com with {{lead.EmailAddress:default=edit me}}.

    Request Token Encoding

    Select None.

    Response Type:

    Select JSON.

  2. Add the following custom header:



    Header

    Value

    Content-Type

    application/json

  3. Save the custom header and webhook.

Creating a Smart Campaign

  1. Go to Marketing Activities.

  2. Click New and create a new Smart Campaign.

  3. In the smart campaign, go to Smart List.

  4. Add a Fills Out Form trigger and select the form you want to use in the Form Name field.

    Note:

    If you do not already have the form you want to use already created, you may need to create a new form.

  5. Under Flow, drag and drop the Call Webhook integration and then configure to use the previously set up webhook for the OneTrust collection point.

  6. Save and publish your changes.

Validation

You can validate this integration by completing the form configured as part of the smart campaign.

If the integration works, the preferences selected on the form will be populated in OneTrust on the Transactions screen associated with the email address used to submit the form.

Troubleshooting

Make sure the collection point you are using to configure this integration has been published.

If you need assistance configuring this integration or have additional questions about using OneTrust with Marketo, please visit myOneTrust, OneTrust's portal for support and product knowledge.