# Connect Recurly to Marketo > Sync billing data with your marketing automation platform to send the right message at every stage of the subscriber lifecycle. **Canonical page:** https://tray.ai/connectors/recurly-marketo-integrations/ **Recurly connector:** https://tray.ai/connectors/recurly-integrations/ **Recurly documentation:** https://tray.ai/documentation/connectors/service/recurly **Marketo connector:** https://tray.ai/connectors/marketo-integrations/ **Marketo documentation:** https://tray.ai/documentation/connectors/service/marketo ## Overview Recurly and Marketo are two platforms that, when connected, give revenue and marketing teams a complete picture of the subscriber journey. Recurly handles subscription billing — trials, upgrades, renewals, cancellations — while Marketo runs personalized campaigns at scale. Connecting them means your marketing programs can react in real time to billing events, turning subscription data into audience segments and lifecycle triggers. Without a direct connection between Recurly and Marketo, marketing teams are flying blind. They rely on manual CSV exports, outdated spreadsheets, or engineering tickets just to find out who upgraded their plan, whose trial is expiring, or who recently churned. That lag is expensive. Welcome sequences fire too late, renewal nudges never reach at-risk accounts, and win-back campaigns run on stale data. With Recurly connected to Marketo through tray.ai, subscription lifecycle events automatically update lead and contact records, populate smart lists, and trigger nurture programs. Every campaign runs on accurate, real-time billing data. The result is lower churn, higher trial-to-paid conversion, and a marketing operation that scales without piling on manual work. ## Use cases ### Trial-to-Paid Conversion Nurturing When a new trial subscription is created in Recurly, tray.ai instantly enrolls the contact in a Marketo nurture program built for trial users. Targeted emails, in-app tips, and feature highlights fire at timed intervals to move prospects toward conversion before the trial window closes. - Reduce trial drop-off with timely, relevant engagement sequences - Personalize messaging based on the specific Recurly plan or product tier the prospect is trialing - Automatically graduate contacts out of the trial program the moment a paid subscription is confirmed in Recurly ### Subscription Renewal and Retention Campaigns As renewal dates approach in Recurly, tray.ai pushes upcoming renewal data into Marketo to trigger proactive retention campaigns. Contacts get renewal reminders, loyalty offers, or account check-ins well before their billing cycle renews, cutting both involuntary and voluntary churn. - Send renewal reminders at configurable intervals before the billing date - Segment at-risk accounts by plan type, tenure, or payment history for targeted incentives - Automatically suppress renewal campaigns once a subscription is successfully renewed ### Churn and Cancellation Win-Back Sequences When a subscription is cancelled or expires in Recurly, tray.ai immediately updates the contact's status in Marketo and enrolls them in a win-back campaign. Personalized messaging covers what they're missing, presents re-engagement offers, and routes high-value churned accounts to sales for direct outreach. - Trigger win-back campaigns within minutes of a cancellation event in Recurly - Score churned contacts by lifetime value to prioritize re-engagement efforts - Automatically remove contacts from win-back flows if they resubscribe ### Plan Upgrade and Upsell Campaign Triggers When a subscriber upgrades their Recurly plan, tray.ai updates their Marketo record and moves them into upsell or cross-sell programs suited to their new tier. Plan downgrades can trigger re-engagement campaigns designed to help subscribers rediscover the value of higher-tier features. - Deliver post-upgrade onboarding content to help subscribers get the most from their new plan - Identify upgrade patterns to build predictive upsell audiences in Marketo - Keep lead scoring accurate by reflecting plan tier changes in Marketo field values ### Failed Payment and Dunning Recovery Campaigns Involuntary churn from failed payments is one of the most recoverable revenue leaks in subscription businesses. When Recurly flags a payment failure or starts its dunning process, tray.ai triggers a Marketo email sequence prompting the subscriber to update their billing information before service is interrupted. - Launch payment recovery emails automatically the moment a charge fails in Recurly - Escalate messaging urgency as dunning cycles progress without resolution - Immediately suppress dunning emails and send a confirmation once payment is recovered ### Lead Scoring Enrichment with Subscription Data Marketo lead scores get a lot more useful when they reflect actual billing behavior. tray.ai syncs Recurly subscription attributes — plan tier, MRR, trial status, payment history — into Marketo custom fields, so marketers can build scoring models that reflect real revenue intent and customer health. - Increase lead score accuracy by incorporating subscription lifecycle milestones - Surface high-MRR accounts to sales teams with enriched Marketo smart lists - Distinguish marketing-qualified leads from revenue-qualified subscribers automatically ### New Subscriber Onboarding Program Enrollment The moment a new paid subscription is activated in Recurly, tray.ai triggers a Marketo onboarding program tailored to the subscriber's plan and segment. Structured onboarding sequences improve product adoption, reduce early churn, and help new customers get value from their subscription faster. - Enroll new paying subscribers in onboarding tracks within seconds of activation - Customize onboarding content based on Recurly plan attributes passed to Marketo - Track onboarding engagement in Marketo and flag disengaged subscribers for proactive support outreach ## Templates ### New Recurly Trial → Marketo Trial Nurture Enrollment Automatically adds a new Marketo lead or updates an existing contact and enrolls them in a trial nurture program whenever a trial subscription is created in Recurly, passing plan name, trial end date, and account details as personalization tokens. Connectors used: Recurly, Marketo ### Recurly Payment Failure → Marketo Dunning Email Campaign Detects failed payment events from Recurly and triggers a time-sensitive Marketo email sequence prompting subscribers to update their billing details, with automatic suppression once payment is recovered. Connectors used: Recurly, Marketo ### Recurly Subscription Cancellation → Marketo Win-Back Campaign Listens for cancellation events in Recurly, updates the subscriber's lifecycle stage in Marketo, and enrolls them in a win-back nurture sequence with messaging personalized by plan type and tenure. Connectors used: Recurly, Marketo ### Recurly Plan Upgrade → Marketo Upsell Program and Lead Score Update Detects plan upgrade events in Recurly and automatically updates the subscriber's Marketo profile with their new plan tier, adjusts their lead score, and enrolls them in a post-upgrade onboarding or upsell campaign. Connectors used: Recurly, Marketo ### Daily Recurly Subscriber Sync → Marketo Audience Refresh Runs on a daily schedule to pull active subscriber data from Recurly and bulk-update corresponding Marketo leads with current subscription status, plan details, and renewal dates, keeping all segmentation and smart lists accurate. Connectors used: Recurly, Marketo ### Upcoming Recurly Renewals → Marketo Retention Campaign Scans Recurly daily for subscriptions renewing within a configurable window and enrolls the corresponding Marketo contacts in a proactive retention campaign with renewal reminders and loyalty incentives. Connectors used: Recurly, Marketo ## Challenges Tray.ai solves ### Keeping Subscription Status in Sync Across Both Platforms Recurly subscription states — active, trialing, past due, cancelled, paused — change frequently and unpredictably. Without automation, Marketo contact records fall out of sync fast, causing irrelevant or contradictory messaging to go out to subscribers who have already churned, upgraded, or renewed. **How Tray.ai helps:** tray.ai listens to Recurly's webhook events in real time and immediately updates the corresponding Marketo lead fields whenever a subscription state changes. Custom field mappings make sure every status transition is reflected accurately in Marketo, keeping smart lists and segmentation current without any manual intervention. ### Matching Recurly Accounts to Marketo Leads Reliably Recurly stores billing accounts while Marketo manages leads and contacts, and the two systems often use different identifiers. Email addresses may differ due to typos, corporate aliases, or shared billing accounts, making accurate record matching a persistent headache. **How Tray.ai helps:** tray.ai includes configurable lookup and deduplication logic that matches Recurly accounts to Marketo leads by email address with fallback matching strategies. When no match is found, the workflow can create a new Marketo lead, queue the record for manual review, or apply a custom matching rule — giving teams full control over data integrity. ### Handling High-Volume Webhook Bursts Without Data Loss During billing cycles, promotional events, or trial expiration windows, Recurly can fire large volumes of webhook events in a short period. Naive integrations drop events, process them out of order, or hit Marketo API rate limits — leaving you with incomplete campaign enrollments or duplicate records. **How Tray.ai helps:** tray.ai handles high-throughput event processing with built-in queue management and retry logic. Marketo API rate limits are respected automatically, and failed API calls are retried with exponential backoff, so every Recurly event gets processed reliably even during peak billing periods. ### Avoiding Duplicate or Contradictory Campaign Enrollments A subscriber whose payment fails and then recovers within hours could end up enrolled in both a dunning recovery campaign and a renewal confirmation sequence at the same time if campaign suppression logic isn't carefully handled between the two systems. **How Tray.ai helps:** tray.ai workflows include conditional logic branches and status checks that verify a subscriber's current Recurly state before executing any Marketo enrollment action. If a recovery or renewal event fires while a dunning campaign is active, the workflow automatically removes the lead from the conflicting program before adding them to the correct one. ### Passing Rich Subscription Attributes as Marketo Personalization Tokens Marketers need Recurly data — plan names, MRR, trial end dates, coupon codes — available as Marketo field values to personalize emails and dynamic content. Maintaining that field mapping manually is error-prone and breaks whenever Recurly plan structures or Marketo field schemas change. **How Tray.ai helps:** tray.ai has a visual data mapping interface that translates Recurly API response fields directly into Marketo lead field updates, with transformation support for formatting, currency conversion, and date normalization. When Recurly plan configurations change, field mappings can be updated in the tray.ai workflow without touching any code. ## Learn more - Intelligent Integration: https://tray.ai/platform/intelligent-ipaas/ - Merlin Agent Builder: https://tray.ai/platform/merlin-agent-builder/ - Agent Gateway for MCP: https://tray.ai/platform/agent-gateway/ - Book a demo: https://tray.ai/contact/