Formulayt enables scalable Marketo automation using a single Master Marketo Form to capture and update lead data, with Marketo Smart Campaigns managing the actions triggered by individual form submissions.
This approach allows marketing teams to create and manage large numbers of Formulayt gates without needing to create a separate Marketo form for every campaign or content asset.
There are two main ways to configure automation:
Smart Campaigns: Trigger specific actions based on the form submission and the hidden field values supplied by Formulayt.
Marketo Form ID Override: Optionally direct individual Formulayt gates to different Marketo forms when specific requirements make this necessary.
For most implementations, using a single Master Marketo Form with Smart Campaigns is the recommended approach.
Master Marketo Form Setup
The Master Marketo Form is the primary destination for Formulayt submissions.
It is responsible for:
Creating new leads in Marketo.
Updating existing lead profiles.
Capturing form data, hidden fields and campaign metadata.
Providing the submission events used by Smart Campaigns to trigger lead management actions.
Configuration
Create a Master Form in Marketo.
Include all fields used across your Formulayt gates, including relevant hidden fields.
Ensure the Marketo field mappings align with the field names configured in Formulayt.
Configure any required validation and field settings.
Approve the form in Marketo.
Configure this form as the default destination for Formulayt's Marketo integration.
This centralized configuration ensures that all submissions follow consistent data collection and processing standards.
Using Smart Campaigns to Trigger Actions
Marketo Smart Campaigns provide a flexible way to execute actions based on form submissions and the data they contain.
Using Formulayt, individual gates can send different hidden field values into the same Master Marketo Form.
Smart Campaigns can then use these values to determine which actions should execute.
For example, you could configure hidden fields to identify:
The Formulayt Gate ID or Gate Name.
The content asset being accessed.
The Salesforce Campaign ID.
The product or service of interest.
Whether an immediate MQL process should be triggered.
The required lead scoring category.
This enables a single Master Marketo Form to support many different campaign workflows.
Creating a Smart Campaign
In Marketo, navigate to Marketing Activities.
Create a new Smart Campaign in the appropriate program or folder.
Open the Smart List tab.
Add the Fills Out Form trigger.
Select your Master Marketo Form.
Add additional filters based on the lead field values supplied by Formulayt.
Open the Flow tab and configure the actions to execute.
Under Schedule, configure the qualification rules. Select Every Time when the action should occur on each qualifying form submission.
Activate the Smart Campaign.
Example: Triggering Actions Using a Gate ID
Suppose you have a Formulayt gate for downloading a product guide.
You could configure a hidden field to store the Formulayt Gate ID, for example:
GateID = b8e2c94f-6a13-4d7b-9f20-c5a81e0d3b76
A Marketo Smart Campaign could then be configured as follows:
Smart List
Trigger: Fills Out Form → Master Marketo Form
Filter: GateID → is → b8e2c94f-6a13-4d7b-9f20-c5a81e0d3b76
Flow
Send Email → Product Guide Follow-Up
Add to List → Product Interest List
Change Score → +10
Send Alert → Assigned Sales Representative
With this configuration, the required actions can be executed without creating a dedicated Marketo form for the product guide.
Important: Using the Fills Out Form trigger ensures the campaign can respond to repeated submissions, including submissions where the hidden field value has not changed.
Configuring Hidden Fields in Formulayt
Hidden fields allow Formulayt to send campaign-specific metadata with every submission.
These fields can be populated automatically or configured individually by gate authors.
Creating a Hidden Field
Navigate to Setup → Fields in Formulayt.
Create a new hidden field.
Enter the field name, ensuring it maps to the appropriate Marketo field.
Select the required pre-population source.
Configure any additional options.
Save the field and publish your changes.
Using Gate Editor Values
Selecting Gate Editor as the pre-population source allows gate authors to supply values when creating or editing individual gates.
For example, you could create a hidden field called ProductInterest and configure it as a dropdown containing your available product categories.
Gate authors can then select the relevant product without requiring access to Marketo or technical assistance.
The selected value is submitted to the Master Marketo Form and can be used by Smart Campaigns to determine which actions should execute.
Other useful pre-population sources include fixed values, UTM parameters, page attributes and query string parameters.
Using a Different Marketo Form
Although using a single Master Marketo Form is recommended, certain situations may require individual Formulayt gates to submit to a different Marketo form.
Formulayt supports this through a hidden field called:
marketoFormIDOverride
When this field is populated with a valid Marketo Form ID, Formulayt uses that form as the submission destination instead of the default Master Marketo Form.
Configuring the Marketo Form ID Override
Navigate to Setup → Fields in Formulayt.
Create a hidden field with the exact field name marketoFormIDOverride.
Set the pre-population source to Gate Editor.
Configure a descriptive label such as "Marketo Form ID Override".
Save the field and publish your changes.
Configuring a Gate
Open the relevant gate in Formulayt.
Navigate to the Miscellaneous tab.
Locate the Marketo Form ID Override field.
Enter the numeric ID of the Marketo form you want to use.
Save your gate.
For example:
marketoFormIDOverride = 1234
Formulayt will submit the form data to Marketo Form ID 1234 instead of the configured default form.
Important considerations
Enter the numeric Marketo Form ID, not the form name, embed code or URL.
The destination Marketo form must support the fields and data being submitted.
If the override field is empty, Formulayt continues to use the default configured Marketo form.
Smart Campaigns triggered by Fills Out Form must be configured to recognize the appropriate destination form.
This capability is particularly useful where distinct business processes, integrations, or Marketo programs require specific forms.
Typical Lead Management Actions
Marketo Smart Campaigns can perform a wide range of actions following a Formulayt submission.
Action | Recommended configuration |
Send an autoresponder | Smart Campaign with Send Email |
Add lead to a static list | Smart Campaign with Add to List |
Send a sales notification | Smart Campaign with Send Alert |
Adjust lead score | Smart Campaign with Change Score |
Add to a Salesforce campaign | Smart Campaign with Add to SFDC Campaign |
Create a Salesforce task | Smart Campaign with Create Task |
Register for a webinar | Smart Campaign using the relevant program and registration flow |
Trigger lead nurturing | Smart Campaign using appropriate program or engagement actions |
Trigger MQL processing | Smart Campaign based on submitted field values |
Adding Leads to Salesforce Campaigns
A useful approach is to create a hidden field in Formulayt containing campaign attribution information.
For example, a SalesforceCampaignID field can be configured with Gate Editor pre-population so gate authors can identify the Salesforce campaign associated with each gate.
Marketo Smart Campaigns can then use this information to determine the appropriate campaign assignment.
Where campaign IDs need to be handled dynamically, additional Marketo logic or Salesforce automation may be required.
Adjusting Lead Scores
Formulayt can provide hidden field values that indicate the importance of a submission.
For example, a LeadScoreCategory field could contain:
High
Medium
Low
Marketo Smart Campaigns can use these values to apply different scoring rules.
This enables centrally managed lead scoring policies while giving campaign teams flexibility to classify different content assets.
Implementing an Immediate MQL Process
Formulayt can help standardize MQL processing by exposing a simple configuration option to gate authors.
For example, high-value forms such as demo requests or contact sales enquiries may need to trigger an immediate MQL process.
Configuration
Create a hidden field called TriggerMQL in Formulayt.
Create a corresponding lead field in Marketo.
Set the Formulayt field's pre-population source to Gate Editor.
Configure a Yes/No toggle labelled "Immediate MQL".
Create a Marketo Smart Campaign triggered by Fills Out Form on the Master Marketo Form.
Add a filter requiring TriggerMQL to be true.
Configure the required MQL processing actions.
These may include:
Syncing the lead to Salesforce.
Assigning an owner.
Adding the lead to a Salesforce campaign.
Sending a notification to the assigned owner.
Recording the MQL date.
Updating lead status.
Setting the lead source.
Gate authors can now enable the Immediate MQL option when creating high-value gates without requiring additional Marketo configuration for each campaign.
Important: Consider how the TriggerMQL value is managed after processing. Where appropriate, reset the field or implement additional qualification logic to avoid triggering MQL actions on unrelated future submissions.
Testing Your Configuration
Before deploying your configuration, test the complete process with both new and existing leads.
Verify that:
The Master Marketo Form receives submissions and creates or updates lead records correctly.
All visible and hidden field values are captured accurately.
Smart Campaigns trigger when the required conditions are met.
The configured flow actions execute successfully.
Repeated submissions are processed according to the Smart Campaign qualification rules.
Marketo Form ID Overrides correctly route submissions to alternative forms.
Gates without an override continue to submit to the Master Marketo Form.
Review the lead's Activity Log and the relevant Smart Campaign results in Marketo to confirm processing.
Summary
Formulayt enables a scalable and standardized approach to Marketo form automation.
Using a single Master Marketo Form to manage lead creation and profile updates, organizations can use Smart Campaigns to trigger actions based on campaign-specific data supplied by Formulayt.
This removes the need to create and maintain separate Marketo forms for individual campaigns, while still supporting sophisticated lead management workflows.
Where additional flexibility is needed, the marketoFormIDOverride hidden field allows individual gates to submit to alternative Marketo forms.
Together, these capabilities give marketing operations teams centralized control over data collection and automation, while enabling campaign teams to create and deploy forms efficiently.