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Sync data from
Microsoft SQL Server to Marketo

Connect your data from Microsoft SQL Server to Marketo with Hightouch. No APIs, no months-long implementations, and no CSV files. Just your data synced forever.

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Microsoft SQL Server.
Hightouch sync.

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Trusted by data teams at

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Integrate your data in 3 easy steps

  1. 01

    Add your source and destination

    Connect to 15+ data sources, like Microsoft SQL Server, and 150+ destinations, like Marketo.

    Microsoft SQL Server.


    Connector beam.

    Log in

  2. 02

    Define your model

    Use SQL or select an existing dbt or Looker model.

    Define your model
  3. 03

    Sync your data

    Define how fields from your model map to Marketo, and start syncing.

    Microsoft SQL Server.
    Connector beam.
    Microsoft SQL Server.


    Connector beam.


    Microsoft SQL Server.


    Connector beam.


    Microsoft SQL Server.


    Connector beam.


    Microsoft SQL Server.


    Connector beam.


Model your Microsoft SQL Server data using any of these methods

  • dbt Model Selector

    Semi-opaque, open dropdown with three example dbt model names such as ''.

    Sync directly with your dbt models saved in a git.

  • SQL Editor

    Empty SQL editor.

    Create and Edit SQL from your browser. Hightouch supports SQL native to Microsoft SQL Server.

  • Table Selector

    Semi-opaque open dropdown with three example table names such as ''.

    Select available tables and sheets from Microsoft SQL Server and sync using existing views without having to write SQL.

  • Customer Studio

    Visual query builder reading 'All rows that...' with a button labeled 'select a property'.

    For less technical users, pass traits and audiences from Microsoft SQL Server using our visual segmentation builder.

Where can you sync your Microsoft SQL Server data in Marketo

  • Leads

    The Marketo Lead’s API provides a large set of capabilities for simple CRUD applications against lead records, as well as the ability to modify a lead’s membership in static lists and programs, and initiate Smart Campaign processing for leads.

    Hightouch docsMarketo API
  • Companies

    Companies represent the organization to which lead records belong. Leads are added to a Company by populating their corresponding externalCompanyId field using Sync Leads or Bulk Lead Import endpoints.

  • Opportunities

    Marketo exposes APIs for reading, writing, creating and updating opportunity records. In Marketo, opportunity records are linked to lead and contact records through the intermediate Opportunity Role object, so an opportunity may be linked to many individual leads.

  • Custom Activities

    Custom activities help you track an activity that isn’t related to a Marketo form, email, or landing page. Want to track when someone deposits a check? Use a custom activity. Want to keep tabs on when someone attends a webinar? Use a custom activity.

  • Static lists

    Static lists are one of the most simple and useful features of Marketo. They are simply a list of names from your Database. You will find plenty of reasons to use them.

  • Campaigns

    Hightouch allows you to trigger campaigns through Marketo Campaign API with records in your model.

Why is it valuable to sync Microsoft SQL Server data to Marketo?

Lifecycle marketing platforms like Marketo are built on omnichannel experiences and multiple touch points. They allow marketers to experiment and iterate at a moment's notice. However, to build personalized experiences for your customers, you first need access to the rich behavioral data in your data warehouse.

This might include data models built around unique objects in your business like workspaces, subscriptions, playlists, or even custom audiences your data team has defined based on core metrics like items in cart, pages viewed, average order value, time spent in-app, etc.

To truly convert new users and retain existing customers, you need to build customized experiences that feel unique to each user. Usually, this includes sending custom emails, SMS messages, push notifications, or even web notifications.

For example, if you want to encourage users who abandoned their shopping cart in the last seven days to complete their purchase, you might want to send an email letting them know your stock is running low. Maybe you want to target new users with a special offer through an in-app/on-browser notification, or perhaps you simply want to send an SMS notifying your customers that their order has shipped.

Either way, the only complete 360-degree view of your customer lives in your warehouse. Your lifecycle marketing tool is only as good as the data you give it. If you want to offer the best possible experience to your customers, you need to take advantage of the data in your warehouse.

Why should you use reverse ETL to connect Microsoft SQL Server and Marketo data?

Whenever your marketing team wants to launch a new campaign, the typical process is to request a specific data set from your data team (e.g., can you give a list of every user who's visited our pricing page over the last seven days?) One-off requests like these are frequent, and each one pulls away from high-value work your data team could be doing.

To facilitate this, your data engineers must download ad-hoc CSV files so your marketing team can upload that data into Marketo. Alternatively, your data team might build and maintain custom pipelines to consistently ingest that data into Marketo. The problem is CSV files aren't fresh, and data pipelines are prone to failure because integrating with third-party APIs is hard.

Ultimately, your marketers want to self-serve, and that's only possible with Reverse ETL. With Hightouch, you can leverage your existing data models (e.g., lifetime value, last-login date, workspaces, annual recurring revenue, etc.) in your warehouse and sync that data directly to fields in Marketo. You can schedule your syncs to run sequentially or define a set cadence (e.g., running your syncs while your marketing campaign is in progress.)

Hightouch has a visual audience builder so your marketers can self-serve and build custom audiences using the parameters your data team has set. If any of your rows fail, Hightouch will automatically retry them later in the next sync. You can easily view all of your API payload requests/responses in a live debugger, and your sync logs can be written back directly to Snowflake. Ultimately your lifecycle marketing tool is only as good as the data you give it.

Sync data about users and accounts into Marketo to build hyper-personalized campaigns

Keep your Marketo account updated with fresh data from your warehouse

Deliver a unified experience by bringing in data from other customer touchpoints into Marketo

Microsoft SQL Server.

About Microsoft SQL Server

SQL Server is a relational database management system, or RDBMS, developed and marketed by Microsoft.

Learn more about Microsoft SQL Server

About Marketo

Marketo provides marketing automation software that helps marketers master the art & science of digital marketing to engage customers and prospects.

Learn more about Marketo

Other Microsoft SQL Server Integrations

Microsoft SQL Server to Zoho CRM

Hightouch Playbooks: Best practices to leverage reverse ETL

  • Manage Omnichannel Split Testing across Facebook and SFMC.

    Manage Omnichannel Split Testing across Facebook and SFMC

    This playbook will show you how to manage multivariate testing across Facebook and Salesforce Marketing Cloud with Hightouch Audiences.

  • Create Facebook Lookalike Audiences from High Value Users.

    Create Facebook Lookalike Audiences from High Value Users

    In this playbook, you will learn how to use Hightouch to sync an audience of high-value customers to Facebook to generate lookalike audiences.

  • Sync Nested Object Data to Braze.

    Sync Nested Object Data to Braze

    This playbook will help you understand how and why you should be leveraging nested object arrays in Braze to deeply personalize your omnichannel marketing campaigns.

Read more about Hightouch

  • What is Reverse ETL? The Definitive Guide .

    What is Reverse ETL? The Definitive Guide

    Everything you need to know about Reverse ETL.

  • What is Operational Analytics & Why You Should Use It.

    What is Operational Analytics & Why You Should Use It

    Operational Analytics shifts the focus from simply understanding data to taking action on it in the tools that run business processes. Instead of using dashboards to make decisions, Operational Analytics is focused on turning insights into action – automatically.

  • dbt Cloud: 4 Reasons for Data Teams to Embrace it.

    dbt Cloud: 4 Reasons for Data Teams to Embrace it

    The biggest benefit that dbt Cloud offers to data teams and analytics engineers? Freedom from distractions, and the ability to focus where you can add unique value making sense of your company's data.

Activate data to any of your marketing and advertising tools

See all integrations
Facebook Custom Audiences
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Austin Hay.
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This might be one of the greatest inventions for technical marketers since the advent of legacy CDPs back in 2015.

Austin Hay

Austin Hay

Head of Marketing Technology


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Your data is always secure

Unlike other SaaS tools, Hightouch never stores any of your data.
SOC 2 Type 2 compliant.

SOC 2 Type 2 compliant

Your data stays secure, available, and confidential. To see our report, .

GDPR compliant.

GDPR compliant

If you’re in the EU, your data is only processed on EU data centers.

HIPAA compliant.

HIPAA compliant

Healthcare companies like ThirtyMadison, Chapter Health, and Headway trust Hightouch.

CCPA compliant.

CCPA compliant

To see our DPA (Data Processing Addendum), .


increase in return on ad spend


improvement in email engagement


lift in customer acquisition

It takes less than 5 minutes to activate your data. Get started today.