Kentico - Adobe Marketo Integration and Automation

Common Integration Use Cases Between Kentico and Adobe Marketo

1. Website Form Submissions to Lead Nurturing in Adobe Marketo

Data flow: Kentico to Adobe Marketo

When a visitor submits a contact, demo, or content download form on a Kentico website, the lead record is sent to Adobe Marketo for immediate campaign enrollment. This enables fast follow-up with relevant email sequences, lead scoring, and segmentation based on the form type, page visited, or content downloaded.

• Reduces manual lead handoff from web to marketing automation
• Improves speed to lead for inbound inquiries
• Supports targeted nurture tracks by interest area or funnel stage

2. Personalized Web Content Based on Marketo Lead Segments

Data flow: Adobe Marketo to Kentico

Lead attributes and segment membership from Adobe Marketo can be used in Kentico to personalize website content, calls to action, banners, and landing pages. For example, returning prospects in a high-intent segment can see product-specific messaging, while early-stage leads see educational content.

• Creates more relevant website experiences for known visitors
• Improves conversion rates on landing pages and product pages
• Aligns web content with campaign and lifecycle stage

3. Campaign Landing Page Management with Marketing Automation Tracking

Data flow: Bi-directional

Kentico can host and manage campaign landing pages while Adobe Marketo tracks visitor behavior, form completion, and campaign attribution. Marketo can pass campaign identifiers and audience context to Kentico, while Kentico returns engagement data such as page views, conversions, and content interactions.

• Provides a consistent process for campaign page creation and measurement
• Improves attribution reporting across web and email channels
• Supports rapid launch of campaign-specific landing pages

4. Content Asset Synchronization for Campaign Execution

Data flow: Kentico to Adobe Marketo

Approved content assets such as white papers, case studies, product sheets, and blog excerpts can be published in Kentico and made available for use in Adobe Marketo email campaigns and nurture programs. This ensures marketers always use current, approved content without duplicating asset management across systems.

• Reduces content versioning issues
• Speeds up campaign assembly and approval cycles
• Ensures consistent messaging across web and email channels

5. Lead Behavior Tracking from Kentico to Improve Scoring in Marketo

Data flow: Kentico to Adobe Marketo

User interactions on the Kentico site, such as product page visits, pricing page views, repeat visits, and gated content downloads, can be sent to Adobe Marketo as behavioral signals. Marketo can then update lead scores and trigger sales alerts when engagement thresholds are met.

• Improves lead qualification accuracy
• Helps sales focus on high-intent prospects
• Enables behavior-based automation instead of static scoring

6. Campaign Audience Segmentation from Marketo to Kentico Forms and Pages

Data flow: Adobe Marketo to Kentico

Adobe Marketo segment data can be used to tailor Kentico forms and page experiences for different audience groups. For example, existing customers can be shown support or upsell content, while new prospects are presented with introductory offers and shorter forms.

• Reduces friction by adapting forms to audience type
• Supports account-based and lifecycle-based web experiences
• Improves conversion by matching content to visitor status

7. Closed-Loop Reporting Between Web Engagement and Campaign Performance

Data flow: Bi-directional

Kentico captures website engagement and conversion events, while Adobe Marketo provides campaign source, email engagement, and lead progression data. Together, the platforms create a closed-loop view of how campaigns influence web behavior and how web activity contributes to pipeline generation.

• Gives marketing teams better visibility into campaign ROI
• Supports more accurate source and attribution analysis
• Helps optimize both content strategy and campaign performance

8. Sales Handoff Triggers from High-Value Web Engagement

Data flow: Kentico to Adobe Marketo

When a visitor on Kentico reaches a defined engagement threshold, such as repeated visits to pricing, implementation, or comparison pages, the activity can trigger a workflow in Adobe Marketo. Marketo can then assign the lead to sales, send an internal alert, or move the contact into a sales-ready nurture stream.

• Accelerates handoff from marketing to sales
• Improves response to buying signals
• Supports more disciplined lead management processes