Optimizely Integration for Marketo

By FunnelEnvy

Create custom Optimizely audiences from Marketo lead attributes and automatically add visitors to these audiences in real-time. No code required.


FunnelEnvy's Optimizely Integration for Marketo connects your Optimizely platform to your Marketo account, providing flexibility in your personalization testing on web properties with a Marketo attribute. Our integration helps you visualize the Marketo attributes that drive important KPIs to bring you better insights for your Optimizely campaigns.

After setting up a custom audience and classification rules based on lead attributes, visitors who pass through an Optimizely experiment are automatically added to the custom audience if they meet the classification criteria. 

Personalized Experiments to Drive Down Funnel Conversions 

Personalization increases conversions, which means closed deals. With the FunnelEnvy Optimizely Integration for Marketo, you can create experiments for visitors in a specific industry, lead score, job title, and more. This means a personalized experience for the visitors on your website and impactful testing.

Extend Marketo Everywhere in a Few Simply & Easy Steps 

This integration works on any web property that allows for an Optimizely install as well as our snippet. You can take advantage of any Marketo data on any web property to start testing and personalizing your online experiences. 

A Code Free Installation
We use both Optimizely's and Marketo's API to create & manage custom audiences, fetch attributes, classify the user and add them to an audience. A simple web-based interface lets you manage everything without the need to rely on a team of developers.


Optimizely for Marketo

The Optimizely Integration for Marketo fetches attributes stored in Marketo associated with the currently browsing visitor, determine which audiences the visitor fits into, and add that user to the associated Optimizely audience if the page is part of an Optimizely experiment.

Key Features:

  • Create complex audience classification rules based on Marketo attributes
  • Associate the user with those audiences in Optimizely experiments that can run on any of your web properties


This integration is built on FunnelEnvy's BackStage platform where you will need to have an account.

  • Since we use the Marketo API this integration requires Marketo Standard Edition or above
  • You must have the Lead Tracking (Munchkin) snippet on the page(s) that you are running the experiment
  • You will need to enter the Marketo REST or SOAP API credentials and Optimizely REST API credentials in BackStage
  • You will need to add a one line snippet of Javascript onto the site where you are running the experiment

For more details please consult the setup guide.

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Additional Information

Application Categories

Optimization and Testing