Optimizing Customer Segmentation: A Guide to Integrating Marketo with Pinterest Ads

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If you’re like me, you’re always on the hunt for better ways to segment your customer base. That’s where integrating Marketo with Pinterest Ads comes in. This powerful combo can help you reach your target audience more effectively, and I’m here to show you how.

Marketo, a leading marketing automation platform, and Pinterest Ads, a go-to for visual promotion, may seem like an unlikely pair at first. But when you integrate them, you’ll unlock a new level of customer segmentation. Let’s dive into the process and see why it’s a game-changer.

What is Marketo?

To truly appreciate the intertwining of Marketo and Pinterest Ads, it’s essential to understand what Marketo is. Basically, Marketo is a powerful, cloud-based marketing automation software that’s leveraged by businesses worldwide.

Marketo offers a unified platform that enables firms to automate and measure marketing activities across multiple channels. From email marketing to campaign management, SEO, landing pages, analytics, and social media, Marketo’s wide array of features are all about driving customer engagement and revenue growth.

As a suite, Marketo is all about simplicity. It’s designed to be user-friendly, providing a seamless interface that even novices can navigate. That’s because it’s purpose-built for marketers. No need to rely on IT! Conveniently, Marketo offers robust integration capabilities which can connect with many CRM systems, web applications, and ad platforms such as Pinterest Ads.

Let’s talk numbers. Marketo is a choice among numerous businesses with sizes ranging from SMBs to large enterprises. Here’s a quick look at the Marketo usage stats:

SizePercentage of Businesses
Mid-sized Companies25%
Large Enterprises18%

It’s clear that Marketo’s versatility makes it appealing to businesses of various scales.

Moreover, Marketo’s sophisticated lead management and nurturing tools make it a game-changer. The software allows marketers to easily categorize and manage leads based on their engagement level, behavior patterns, and other vital indicators. This provides a more personalized approach to marketing, which tend to resonate well with today’s customers.

Think about it. When you’re efficiently targeting your audience with personalized content, it enhances customer satisfaction which directly influences your bottom line.

How might all these fantastic Marketo features synergize with Pinterest Ads? Stay tuned as we delve deeper into the world of marketing automation integration.

What are Pinterest Ads?

Let’s shift gears for a moment and explore another powerful tool for marketers – Pinterest Ads. For those unfamiliar with the concept, Pinterest Ads are just as they sound – advertisements formatted for the unique visual platform that is Pinterest. Companies use Pinterest Ads to share their content, promote their brand and, most importantly, drive traffic to their websites.

As an avid digital marketer, I find Pinterest Ads to be particularly effective for businesses with visual or creative content. Born a social media site, Pinterest has metamorphosed into a robust visual search platform, where users discover and connect with new ideas, interests, and brands. A platform that’s home to more than 300 million active users each month is indeed a fertile ground for advertising.

Pinterest Ads come in several forms, the most popular being Promoted Pins. These are regular Pinterest pins but with a major advantage – businesses pay to have them displayed where they’re most likely to be noticed, either in search results or directly in users’ feeds. Because Promoted Pins blend seamlessly into the Pinterest environment, they don’t feel intrusive, but rather offer value and relevance.

Also, worth exploring are Story Pins, an immersive, multi-page ad format that offers the opportunity to share more comprehensive brand narratives. Using the keywords and interests of Pinterest users, these Story Pins can be tailor-made to align with your brand and audience, making them a powerful medium for targeted advertising.

Think of these Pinterest Ads as magazine ads for the digital era. They offer a visually compelling, curated experience that matches the customer’s expectations and interests rather than bombarding them with disruptive content.

So, that’s a quick overview of Pinterest Ads. What matters now is how to leverage this visual playground to boost your marketing game. How can Marketo align with this platform for more robust and nuanced segmentation? That’s what we’ll delve into next.

Why integrate Marketo with Pinterest Ads?

The question isn’t why, but “Why not?” Utilizing Marketo and Pinterest Ads in tandem can offer a myriad of benefits to your marketing strategies. It’s time to delve a bit deeper and understand how you can exploit this fusion for better customer segmentation.

Improved Audience Targeting

One of the notable pay-offs of integrating Marketo with Pinterest Ads is the enhanced targeting. While Pinterest itself offers some targeting capabilities, pairing it with Marketo’s segmentation abilities can take your ad targeting to another level. On Pinterest, advertisers can target their audience based on demographic, interest, and behavior. But with Marketo’s machine learning algorithms, we can segment customers based on their entire interaction history, pushing the boundaries of personalized targeting.

Maximizing ROI

Businesses are constantly striving to maximize their ROI, and i can confirm that integrating Marketo with Pinterest Ads is a step in the right direction. With Marketo analytics, we can determine the impact of Pinterest Ads on the business’s bottom line. We can monitor click-through and conversion rates, cost per lead, and total revenue generated from the ads. This insightful data can help businesses fine-tune their ad strategies.

Co-Ordination and Automation

It’s no secret that automated marketing campaigns are more efficient and less error-prone. With Marketo and Pinterest Ads integration, marketers can automate complex workflows and ensure seamless campaign execution. We can set up multi-channel campaigns that span across various platforms, from email to social media.

The synergy between Marketo and Pinterest Ads is a game-changer in the world of digital marketing. With the union of these two platforms, marketers can redefine customer segmentation and bring about a noticeable improvement in their ad campaigns. And that’s not the end of the story! In fact, we’re just warming up. The next topic we’re going to cover is just as exciting – how precisely do you integrate Marketo with Pinterest Ads? Hang tight, as we go on this journey together.

Benefits of integrating Marketo with Pinterest Ads

The integration of Marketo with Pinterest Ads can augment your customer segmentation capabilities in more ways than you might realize. It’s a compelling proposition – finding an edge in an increasingly competitive marketplace.

Enhanced Audience Targeting

The combined power of Marketo’s segmentation features and Pinterest’s conversational marketing options can elevate your audience targeting game. You’re not merely taking a shot in the dark, you’re deploying laser-focussed strategies to hit your target. For instance, using demographic, behavioral, and psychographic segmentation from Marketo, you can deliver Pinterest Ads to the users most likely to engage and convert – a marketing home run, if you will.

Maximized ROI

A crucial aspect of this integration lies in the ability to track, analyze, and optimize the performance of Pinterest campaigns through Marketo analytics. By getting key insights, you’re in the driver’s seat to tweak your campaigns and enhance conversion rates. Consequently, you’re maximizing the return on investment (ROI). Moreover, a granular view of how your potential consumers interact with Pinterest Ads will assure you’re getting the biggest bang for your marketing bucks.

A Perfect Harmony of Workflow Automation and Coordination

Integrating Marketo and Pinterest Ads boosts workflow automation and coordination. Say goodbye to the time-consuming and error-prone manual processes, and say hello to the potent combination of Marketo’s automation capabilities and Pinterest Ads’ user-friendly interface. This integration essentially takes the workload off your shoulders, liberates resources, and enables you to focus on crafting more effective strategies.

How to integrate Marketo with Pinterest Ads?

Getting started with the integration of Marketo and Pinterest Ads is straightforward and user-friendly. And trust me, I’ve simplified the steps so you can integrate these platforms and start reaping the benefits without any hassles.

Step 1: Log in to your Marketo Account

The first step is to access your existing Marketo account. If you don’t have an account yet, you’ll need to create one. A Marketo account is essential for this integration and your first stepping stone towards better customer segmentation.

Step 2: Navigate to Marketo’s Integrations

Next, you’ll need to navigate to the ‘Admin’ area within the platform. From here, find and select the ‘Integration’ menu. This will direct you towards the various integrations the platform can provide.

Step 3: Choose Pinterest Ads

Within the ‘Integration’ menu, navigate until you find ‘Pinterest Ads.’ Click on it and enable the integration. And voila! You have now connected Marketo with Pinterest Ads.

Step 4: Import your Audience

The final step to integrate the two platforms is importing your existing audience from your Marketo account. This allows Pinterest Ads to begin using Marketo’s advanced segmentation capabilities.

As we move forward in our walk-through, remember to constantly update your audience list in both platforms for consistency.

Whether you’re a novice or a seasoned expert in digital marketing – integrating Marketo with Pinterest Ads can be an effective move. While we’ve given a high-level view of integrating these platforms, each step has its own specifics that you’ll have to navigate. But don’t worry – it’s simpler than it sounds!

Remember, keeping an eye on the analytics provided by Marketo can help identify how much impact your Pinterest Ads are making on your bottom line. This level of tracking and optimization unlocks potential doors to increase revenue and maximize your ROI.

Now that we’ve run through the integration process, let’s look more closely at how this combination amplifies customer segmentation capabilities and enhances the workflow of your marketing campaigns.

Step 1: Setting up your Marketo account

Before we dive into the specifics of how to link Pinterest Ads with Marketo, it’s important to get your Marketo account ready. Marketo is a powerful marketing automation platform and to reap all its benefits, it requires some initial setup. As a first step, tune up your account to ensure optimal functioning.

Your user interface should be user-friendly and intuitive for everyone on your team. My recommendation is to familiarize yourself with all the tools and features that Marketo offers. The ‘Access and Permissions’ section, for instance, allows you to set the level of access according to each team member’s role. Make sure everyone understands their role and has the necessary permissions.

Next, spend some time creating or updating your audience list. Remember to segment your audience into various buckets based on interests, behavior or demographics. Marketo allows for detailed segmentation making it easier to tap into personalized marketing solutions. The key is consistency – update your list regularly to keep it current and relevant.

Consider linking your other social media channels with your Marketo account. This maximizes your brand’s exposure and streamlines the management of your marketing efforts. Under ‘Admin’, go to ‘Integration’ and then ‘Social’. Here, add all of your social media handles. It’s an excellent way to manage all your social media platforms in one place.

Finally, take advantage of Marketo’s built-in analytics for better reporting. Data-driven marketing is crucial for success in the current marketing landscape. The ‘Analytics’ section provides a comprehensive view of your campaigns’ performance. With this valuable data, you can optimize and tweak your campaigns for more effectiveness.

Now that your Marketo account is up and running, we’ll proceed to integrate it with Pinterest Ads for more exotic marketing opportunities. Stay tuned for the next steps to unlock your brand’s true potential.

Step 2: Setting up your Pinterest Ads account

It’s now time to focus on preparing and setting up your Pinterest Ads account. Remember, an immaculately planned account is the foundation of successful campaigns. Let’s delve into the essential steps for setting up a Pinterest Ads account.

First of all, Create a new business account or convert a personal Pinterest account into a business one. A business account provides more robust features and analytics suited for an advertising push.

Next, refine your business profile. Include a catchy business name, a concise description, and a website link. This info gives potential customers a snapshot of your brand and drives vital engagement.

Before jumping into ad creation, it’s crucial to install the Pinterest Tag on your website. The Pinterest Tag offers insights into the action people take on your website after seeing your Pinterest ads. I can’t stress enough how important this resource is for tracking conversions, optimizing campaigns and building targeting audiences.

With the tag installed, you’re ready to start creating ad campaigns. However, don’t rush this part. Instead, spend some time understanding and learning the different ad types Pinterest offers:

  • Promoted Pins: these blend into the user’s home feed and have a “promoted” label.
  • One-tap Pins: these take users straight to the website or app when clicked.
  • Promoted Carousels: these incorporate multiple images or videos in a single ad.

Remember, each ad type serves a unique purpose and may align better with specific campaign objectives. Therefore, it’s important to choose wisely.

Our deliberate step-by-step approach will ensure a smooth integration transit between Marketo and Pinterest Ads. In the following section, we’ll switch back to Marketo and bring closer the integration ambitions. Hang tight! The journey continues on the other side.

Step 3: Connecting Marketo and Pinterest Ads

Now that we’ve mastered setting up and optimizing a Pinterest Ads account, let’s connect Marketo with Pinterest Ads. As the results-oriented marketer I know you are, you’ll appreciate the rich customer segmentation and insightful analytics that this combo brings to the table.

Firstly, it’s crucial to sync your Marketo lead database with your Pinterest Ads account. This process involves linking your Marketo account with your Pinterest Ads account. It can be done by navigating to the ‘Admin’ page in Marketo, then choosing the ‘Launchpoint’ option. Here, you’ll find the ‘New Service’ where you’ll need to select ‘Pinterest Ads’ as the service to add.

Next, it’s essential to set up an Action – Trigger workflow. By leveraging the power of Marketo and Pinterest Ads, you can create specific triggers based on the actions taken by customers. It helps refine your customer segmentation and reach the right people at the right time. For instance, if a lead performs a specified action like clicking on a Pinterest ad, you can directly send them an email offering information about the product or a related discount.

Lastly, don’t forget to optimize your Pinterest Ad Campaigns by utilizing Marketo’s robust analytics. The analysis of customer actions provides valuable insights to adjust your Pinterest marketing strategies. Essentially, it enables you to determine the ROI and effectiveness of your Pinterest Ads.

To illustrate this, consider a scenario where a Pinterest Ad is not performing as expected. By using Marketo’s comprehensive analytics, you can identify the pain points and optimize your ads accordingly.

By following these steps, you can efficiently connect Marketo and Pinterest Ads. Leveraging the strength of these powerful marketing tools will give you a competitive advantage by enabling a higher conversion rate and a better customer experience.

In the next segment of this article, we’ll dive deeper into the world of Creative best practices for Pinterest Ads, empowering you to craft compelling and high converting ads.

Step 4: Creating custom audiences in Marketo

Let’s dive into the specifics of creating custom audiences in Marketo. This step is vital for segmenting and reaching the right Pinterest audiences. Remember: effective customer segmentation can greatly elevate your advertising ROI.

Firstly, you’ll need to decide who makes up these audiences. With Marketo’s dynamic and powerful lead management system, this task couldn’t be more straightforward. It’s possible to create audiences based on distinct customer behaviors, preferences, and interactions. You might want to segment users who have interacted with your website within the last week or customers who have purchased in the past year, for instance.

Once you’ve made your decision, head to Marketo’s Lead Database section. Choose the “Lead Database” option under the “Database” section on the homepage. When you’re in the Lead Database, click “New Smart List”. Here, you can set criteria like “Visited Website” or “Purchased Product”. Marketo will automatically select leads that match your criteria, creating a new, custom audience you can target.

But it doesn’t stop there. Marketo also allows for further audience refinement based on lead scores. By assigning points to different customer behaviors, you’re able to rank leads based on their likely engagement or purchase intent – a method that can significantly improve your ad campaigns.

To give you an idea, here’s a quick table outlining how you might score different actions in Marketo:

Visited Website5
Downloaded eBook10
Subscribed to Newsletter15
Purchased Product20

Step 5: Targeting custom audiences in Pinterest Ads

Picking up from where we left off, we’re now ready to dive into the next critical segment: targeting your custom audiences in Pinterest Ads. This step harnesses the power of the audiences you’ve meticulously created in Marketo, allowing for optimized Pinterest ad campaigns that hit the mark. This practice, when carried out effectively, will create a significant impact on your marketing performance. So, let’s get into it right away.

Launching a Pinterest Ad Campaign

First, head over to your Pinterest Ads Manager. Here’s where I’ll walk you through the process of setting up a campaign targeting your custom audiences. Remember, the magic here lies in the application of your intricate audience templates created in Marketo.

This is your opportunity to showcase your products or services to your highest-value audiences – those that you’ve identified as particularly interested or primed for conversion. This tactic can greatly enhance your conversion rates, but also reduce the cost per conversion. In a nutshell, it translates to improved return on ad spend (ROAS).

Choosing the Right Campaign Type

Pinterest offers several campaign types, including Brand Awareness, Traffic, and Conversion campaigns. It’s vital to select the right type based on your specific goals and the behavior trends you’ve identified within your custom audiences. Every campaign type serves a unique purpose:

  • Brand Awareness campaigns raise the visibility of your brand.
  • Traffic campaigns drive visitors to your website.
  • Conversion campaigns foster specific user actions on your site.

As it pertains to your Marketo audiences, it’s paramount to align the campaign type with the lead scores, behaviors, and trends in the audience.

After you’ve selected the right campaign type, you can set up specific ad groups, each targeting one of your custom Marketo audiences. Not only does this streamline your ad placements, it also allows for real-time adjustments based on audience responses.

This is how you make the best of integrating Marketo with Pinterest Ads for custom audience segmentation. But remember, continuous testing and refining is key. Stay tuned for the next step in our detailed guide to garner even more insights.


Integrating Marketo with Pinterest Ads isn’t just about setting up a campaign. It’s about creating custom audiences, selecting the right campaign type, and continuously testing and refining your strategy. This guide has shown you how to target specific audiences based on their behaviors and trends. But remember, the real key to success lies in your ability to adapt and optimize. So keep testing, keep refining, and you’ll find that your customer segmentation becomes more effective over time. This isn’t just a one-time setup. It’s a continuous process of learning and improving. By following these steps, you’re well on your way to leveraging the power of Marketo and Pinterest Ads to better segment your customers and achieve your marketing goals.

What is step 5 of the integration guide all about?

Step 5 explains how to utilize custom audiences created in Marketo for targeted Pinterest Ads. It focuses on setting up campaigns that specifically reach these audiences, based on their identified behaviors and trends.

Which considerations are important when selecting a campaign type on Pinterest Ads?

The selection of a campaign type should be guided by the goals and trends identified within your custom audiences. Choosing the right campaign type optimizes reach and conversion.

How does the article conclude the guide?

The article concludes by emphasizing the importance of constantly testing and refining your Pinterest Ads. Continuous adjustment and optimization are crucial to successfully integrate Marketo with Pinterest for segmentation of custom audiences.

What is the benefit of integrating Marketo with Pinterest Ads?

The integration allows for precise audience targeting on Pinterest Ads using the audiences built on Marketo. It enhances the efficiency of advertising campaigns based on user behavior and trends.

Why is it necessary to conduct continuous testing and refining?

Continuous testing and refining help to improve campaign performance over time. They allow you to make necessary adjustments, optimizing audience targeting and ultimately, the overall integration.

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