Add Marketo leads to a Mailchimp audience for newsletters

When Marketo sends a lead event to FlowMattic, this workflow adds that lead to your Mailchimp audience, or updates them if they are already on it, so your newsletter list keeps up with Marketo.

Marketo

Mailchimp

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2 steps Setup ~5 min Used on 3.0k sites Free to import

What this workflow does

Marketo often holds your full lead database, while the newsletter itself goes out from Mailchimp. Exporting lists from one and importing them into the other leaves gaps between batches. This workflow passes leads across as Marketo reports them.

The Marketo trigger is Setup Webhooks, which fires for the events you choose to send from Marketo. You decide in Marketo which events call FlowMattic, so send only the ones that should reach the newsletter, such as a new lead being created. Each call hands FlowMattic the lead data Marketo includes.

The Mailchimp step runs Add New Member. It adds the lead to the audience you pick, or updates the member if that address is already there, so a lead sent twice does not create a duplicate. Map the lead's email from the Marketo data, plus any name fields. Each run shows in Task History, including Mailchimp's response.

Webinar leads into the monthly newsletter

Marketo captures webinar registrants as leads. Sending each new lead to Mailchimp means they get your next newsletter without a manual export.

Marketing team on Marketo, content team on Mailchimp

Demand generation works in Marketo while the content team runs the newsletter in Mailchimp. The workflow keeps the content team's audience fed from Marketo.

Trade show lead lists

Leads imported into Marketo after an event trigger the webhook, and each one with an email address lands in your Mailchimp audience for follow-up news.

How this workflow runs

What happens at each step once the workflow is on, and what you need before you import it.

Step 1Trigger
Marketo Setup Webhooks
Receives the events you set Marketo to send to FlowMattic's webhook URL. Set Marketo to call it only for the lead events you want in Mailchimp, then send a test so the lead fields can be mapped.
Step 2Action
Mailchimp Add New Member
Adds the lead to your chosen Mailchimp audience, or updates the existing member when that address is already on the list. Map the email from the Marketo data and any name fields you want stored.

What you need

FlowMatticCore
Marketo AccountAccount
Mailchimp AccountAccount

After importing, map your own data. To keep the template universal, not every step is pre-filled. Open each step in the builder and connect your accounts and fields (channels, lists, sheets, recipients) before you switch the workflow on.

Make it yours

Changes worth making after you import it.

Send only one kind of event from Marketo, for example new leads, so the Mailchimp step is not run again for every lead change Marketo could report.
Make sure the Marketo webhook payload includes the lead's email address. Without it, the Mailchimp step has no address to add.
Add a Filter after the trigger that continues only when the lead's consent or opt-in field shows they agreed to email, if Marketo includes that field in the payload.

Questions about this workflow

Which Marketo events start this workflow?

Only the ones you set Marketo to send to the FlowMattic webhook URL. The trigger fires for each call it receives, so choose events that should add someone to Mailchimp.

What if the Marketo lead is already in my Mailchimp audience?

The Add New Member action treats a known address as an update, so no second copy appears. Values you map in a later run can replace what is stored, so map only fields you want kept current.

Can new Marketo leads go to more than one Mailchimp audience?

Not as imported. Add a second Mailchimp Add New Member step after the first and point it at the other audience.

Will leads already in Marketo be copied to Mailchimp?

Only if Marketo sends an event for them after the workflow is on. Leads Marketo never sends to the webhook stay out of Mailchimp, so import older ones another way.