Use Marketo to manage commercial marketplace leads

This article describes how to set up your Marketo CRM system to process sales leads from your offers in Microsoft AppSource and Azure Marketplace.

Set up your Marketo CRM system

  1. Sign in to Marketo.

  2. Select Design Studio.

    Marketo Design Studio

  3. Select New Form.

    Marketo New Form

  4. Fill in the required fields in the New Form dialog box, and then select Create.

    Marketo create new form

  5. On the Field Details page, select Finish.

    Marketo finish form

  6. Approve and close.

  7. On the MarketplaceLeadBackend tab, select Embed Code.

    Marketo Embed Code

  8. Marketo Embed Code displays code similar to the following example.

    <form id="mktoForm_1179"></form>
    <script>MktoForms2.loadForm("("//", "123-PQR-789", 1179);</script>
  9. Copy the values for the following fields shown in the Embed Code form. You'll use these values to configure your offer to receive leads in the next step. Use the next example as a guide for getting the IDs you need from the Marketo Embed Code example.

    • Server ID = ys12
    • Munchkin ID = 123-PQR-789
    • Form ID = 1179

    Another way to figure out these values:

    • Server ID is found in the URL of your Marketo instance, for example,
    • Get your subscription's Munchkin ID by going to your Admin > Munchkin menu in the Munchkin Account ID field, or from the first part of your Marketo REST API host subdomain: https://{Munchkin ID}
    • Form ID is the ID of the Embed Code form you created in step 7 to route leads from the marketplace.

Configure your offer to send leads to Marketo

When you're ready to configure the lead management information for your offer in the publishing portal, follow these steps.

  1. Sign in to Partner Center.

  2. Select your offer, and go to the Offer setup tab.

  3. Under the Customer leads section, select Connect.

    Customer leads

  4. On the Connection details pop-up window, select Marketo for the Lead destination.

    Choose a lead destination

  5. Provide the Server ID, Munchkin account ID, and Form ID.


    You must finish configuring the rest of the offer and publish it before you can receive leads for the offer.

  6. Under Contact email, enter email addresses for people in your company who should receive email notifications when a new lead is received. You can provide multiple email addresses by separating them with a semicolon.

  7. Select OK.

    To make sure you've successfully connected to a lead destination, select Validate. If successful, you'll have a test lead in the lead destination.

    Connection details pop-up window