Marketo Actions

Actions are what Mary does once she’s classified a reply and pulled out any extracted data. They run automatically the moment a match is confirmed, so by the time an email shows up in the Messages feed, the downstream work in Marketo is already done. Actions are configured per category. A reply that lands in Unsubscribe runs one set of actions; one that lands in Left Company runs another.

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Available action types

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Forward Email

Forward the classified reply to another email address. This is the go-to action when a reply needs a human — for example, routing a Human Request reply to your shared sales inbox, or looping a specific rep in on Out-Of-Office replies for accounts they own. Forward Email is a generic action and works the same way regardless of which marketing automation platform you’re connected to. The Original Email dropdown controls what happens with the source message: Under Advanced:

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Add to Worksheet

Push the sender into an allGood worksheet, optionally running it through the worksheet’s flow steps. This is how you take a classified reply and hand it off to another allGood workflow — for example, adding a Human Request sender to a follow-up worksheet that triages and routes them, or pushing extracted replacement contacts from Left Company replies into a new-lead worksheet. Add to Worksheet is a generic action and works the same way regardless of which marketing automation platform you’re connected to. Under Advanced:

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Sync Lead to Marketo

Create or update a lead record in Marketo, identified by the sender’s email address. Mary looks the lead up by email, then creates or updates it depending on the sync mode you choose. You can set:

• Static values — e.g., unsubscribed = true
• Dynamic values — tokens that resolve at runtime from Mary’s classification or extracted data, e.g., unsubscribedReason = [allGood] {{ classification }}: {{ rationale }}

Each row in the field map pairs a Marketo lead field’s internal name (the same name you see in Marketo Admin → Field Management) with a value or token. The email address is always included automatically — it’s the lookup key. You also choose a sync mode under the advanced tab: Common tokens you can reference:

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Add to Marketo Static List

Add the sender’s lead to a specific Marketo static list. Mary looks the lead up by email and adds them to the list you select. The list is identified by ID, and allGood will display the list name for confirmation once you’ve picked it from the static lists in your Marketo instance.

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Example: Unsubscribe actions

Here’s the action chain a typical Unsubscribe category would run: The {{ rationale }} token is particularly useful here — it gives your ops team a human-readable audit trail directly on the lead record explaining why Mary marked someone as unsubscribed.

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Stacking and reordering actions

You can configure multiple actions per category, and they run in the order they’re listed. Use the up/down arrows on each action row to reorder them. Click + Add Action to add more. Order matters in two cases:

• Dependent actions. If an Add to Static List depends on the lead existing, put Sync Lead to Marketo (in Create or Update mode) first.
• Field dependencies. If a later action references a field set by an earlier action, make sure the order reflects that dependency.

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Conditional actions

Every action supports an only-if condition — a token expression that must evaluate to true for the action to run. This lets you fan out behavior within a single category. For example, only add to a “Hot Leads” list when an extracted intent field is high, while still running the rest of the chain for everyone. Actions that look a lead up by email also expose a skip if not found toggle, which controls whether a missing lead is treated as a quiet skip or a hard error.

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Best practices

• Use the [allGood] prefix in audit fields. Following the example above (unsubscribedReason = [allGood] ...) makes it easy to see at a glance which records were touched by Mary versus a human or another system.
• Use field internal names, not labels. The field map keys must be Marketo’s internal field names (found in Admin → Field Management), not the friendly labels shown elsewhere in the UI. A field name that doesn’t exist will fail at execution time.
• Test the full chain, not just the classification. The Test Suite validates categorization and extraction; once those pass, sanity-check the actions in a sandbox Marketo instance before going live.
• Watch the order when adding to lists. Most static-list add failures we see are leads that didn’t exist yet. Lead with a Sync Lead to Marketo in Create or Update mode to be safe.