You can use Marketo lead data to create segments. These enable you to follow a lead through your website.

To show a particular piece of content to visitors with the job title of Senior Developer:

1. Configure your Marketo connector to map the Marketo Job Title lead to custom_field_11 in the Person table. For more information about how to do so, see the Adding lead mappings section in Configuring the Marketo connector in Personalization.

2. Configure custom_field_11 to be usable for segmentation by giving it the name Job Title and placing it in the category Marketo. For more information about how to do so, see Configuring column meta data fields for use in segments.

3. Click the Segments tab.

4. Click the Add new segment link.

5. Enter values in the following fields for the new segment:

   • Name - Name of the segment as displayed in the Personalization Admin

   • ID - Name of the segment when displayed as a context in the Personalization Drupal modules

   • Description - Additional descriptive information about the segment, such as a narrative of its criteria

6. Select the Apply segment to all customer sites checkbox to use this segment across all your websites. To apply this segment to specific customer sites, complete the following steps:

   1. Clear the Apply segment to all customer sites checkbox. Personalization displays a list of your customer sites.

   2. Click a customer site to which you want to apply this segment.

   3. Click Add. Personalization displays a list containing the following information:

      • Name - The name of your customer site as displayed in the web browser

      • External ID - The name you specified when you created this customer site in Personalization

      • URL - The web address of your customer site

      • Actions - Additional steps you can take regarding this customer site’s use of this segment, including removing this customer site from the list of customer sites to which the segment will apply

   4. To add more customer websites that will use this segment, click their names in the list of your customer websites. Personalization displays the new customer website in the list of websites to which this segment will apply.

   5. Click the Delete link to remove this website from the list of customer sites to which this segment will apply.

7. In the Segment criteria section, use the initial drop-down list to set the relationship between each of the criteria you select for the segment. Select from the following values:

   • All - The segment will display only those people that meet all of the defined criteria. (AND operator)

   • Any - The segment will display those people that meet any of the defined criteria. (OR operator)

   • None - The segment will display those people that do not meet any of the defined criteria. (NOT operator)

8. Click in the field that contains the value Edit Criteria. Personalization displays a dialog box. To add segment criteria, complete the following steps:

   1. In the Category Name list, click Marketo. Personalization displays an additional list.

   2. Click Job Title.

   3. In the Operators field, select =.

   4. In the Values field, enter Senior Developer.

   5. Click OK. Personalization displays the segment attribute on Segments > Segment Detail.

   6. Click Save to save this segment.