MarqIQ: an execution engine for marketing operations
We built MarqIQ for the operations work our consultants kept repeating on client instances: source tracking, field and form changes, templates, audits and reporting. The field and form work runs inside HubSpot and Adobe Marketo Engage; Salesforce connects for audits and reporting.
What is MarqIQ?
MarqIQ is software built by The InHouse Marketers, a marketing operations consultancy. It writes the first-touch and most recent source onto the contact record in HubSpot, Adobe Marketo Engage and Salesforce. In HubSpot and Marketo it also creates the tracking properties and adds them to forms as hidden fields, and in HubSpot it builds the workflow that holds first touch. In Salesforce it maps to fields you create, and the values arrive through your forms or your marketing automation sync. Audit reports, cross-system reporting and Template Studio sit alongside. MarqIQ is live now on a 14-day free trial that needs no card.
Why a marketing ops consultancy built this
The InHouse Marketers implements, migrates and runs Adobe Marketo Engage, HubSpot, Salesforce, Account Engagement (Pardot), Salesforce Marketing Cloud and Oracle Eloqua for B2B teams. Across the implementations our consultants ran, the same jobs came up again: create the UTM properties, add them to the forms as hidden fields, build the workflow that holds first touch, then check which fields anyone fills in.
Those hidden fields are where a migration loses source data while the forms still look fine in the browser. Our guide to website forms during a migration lists what they carry: UTM parameters, GCLID, referrer, source and sub-source values, and consent flags.
MarqIQ handles the UTM and referrer fields through each platform's API where the API allows it, and our consultants use it on client work. GCLID, consent and internal source values stay with whoever owns the form code.
Last-click reporting credits the visit before the form fill
A source field that updates on every visit ends up holding whichever visit came last. By the time a person converts, the analyst report or press piece that brought them in the first time has gone from the record, and nothing in the CRM can report on it.
MarqIQ writes First Touch once and keeps it apart from the most recent touch, so both sit on the contact record, and its own reports keep the source of the first visit.
- First Touch and Most Recent fields, written separately
- Hidden fields added to the forms you pick, in one pass
- A native first-touch workflow in HubSpot
The everyday ops work, executed
All six are in the Pro feature set, which is what the 14-day trial runs on.
Source tracking, implemented end to end
One guided flow creates the UTM fields, adds them as hidden fields to the forms you pick, and builds the workflow that locks in first touch. In HubSpot that workflow is native and, once you turn it on, keeps running whether or not anyone opens MarqIQ. Marketo's REST API cannot write smart list rules or flow steps, so in Marketo you add the trigger and flow steps to the smart campaign MarqIQ creates.
First touch, written once
The MarqIQ script keeps the referrer and UTM parameters from a person's first visit in a cookie it never rewrites, and MarqIQ's own reports read first touch from there. On the contact record, the first-touch workflow fills First Touch once, from the most recent source at the person's first form fill; add the First Touch hidden fields during setup to post the first visit instead. Clicks from the analyst firms and press outlets MarqIQ recognises are tagged as influence traffic and roll up in the Influence report. A mention with no click behind it, such as a podcast listener who types your URL, still arrives as direct.
Templates in your tool's own markup
Template Studio builds email and landing page templates with drag-and-drop and AI copy help, and outputs them as HubSpot, Marketo, Account Engagement (Pardot) or Salesforce Marketing Cloud markup with brand rules applied and forms embedded. Importing your existing templates is an Enterprise feature.
Field and form work in clicks
Create missing properties in one click. Choose any set of fields, mark them visible or hidden, and push them onto the forms you pick in a single pass. Each form reports back the platform's own confirmation.
Audit reports you can hand to anyone
Field completeness for every contact property the connected tool exposes, duplicate and missing email addresses, email, form, page and deal activity, and the automations that are live. It prints to PDF and is on every plan, Starter included.
Reporting that spans your systems
Cross-tool reports join records from the tools you connect, such as Salesforce with Marketo; on the trial and Pro that means one tool per category, so one CRM and one marketing automation platform. Intelligence Cloud matches the same person across systems and normalises values before they reach a report; AI enrichment with write-back into the CRM is on Enterprise.
From sign-up to live tracking in four steps
Steps 3 and 4 are in the Pro feature set. On Starter you create the fields and hidden form fields yourself and paste the tracking snippet into the site.
Create your workspace
Sign up at www.marqiq.io. No card is needed for the 14-day trial.
Connect your tools
Link Google Tag Manager and your CRM or automation platform. Existing fields are discovered automatically.
Run the guided setup
The flow creates the missing UTM fields, adds them to the forms you pick as hidden fields, and builds the first-touch workflow, switched off until you turn it on in HubSpot. In Marketo you finish that smart campaign from the steps written into it.
Deploy and check
MarqIQ adds the tag to your GTM workspace as an unpublished change. You review and publish it, then the Home screen shows source and medium capture rates against real submissions.
What MarqIQ costs
Plans start at $59 a month. The self-serve plans, Starter, Pro and Business, open with a 14-day trial on the Pro feature set, with 5 people and 2 connected tools (one per category), and no card. Enterprise starts with a scoping conversation. Current plans, limits and prices are on marqiq.io/pricing.
Live, Enterprise and early access
Pro already writes into HubSpot and Marketo: it creates fields, adds hidden fields to live forms and creates the first-touch workflow or smart campaign. Enterprise adds AI enrichment written back into CRM records and content created inside Marketo or HubSpot, and it is scoped with you first.
Source tracking implementation, UTM Builder, tracking URLs, field mapping, script and deploy through GTM, attribution and advanced reports, custom reporting, add-fields-to-forms, Template Studio, Intelligence Cloud and integration audit reports.
AI enrichment with write-back into your CRM, importing your own templates, creating emails and landing pages directly in Marketo or HubSpot, and AEO recommendations and citations. Seats, tools and volume are agreed with you.
Google Ads, Meta Ads, LinkedIn Ads, Google Analytics 4, Snowflake, BigQuery and custom API sources. The rest of the build queue comes from the ops requests our consultancy handles most often.
Buy the software or hire us
Buy MarqIQ when someone on your team owns the platform
The work is source tracking, field and form changes or an audit of what the database holds, and you have a HubSpot or Marketo admin to run it. Each of those jobs is in the 14-day trial, so you can judge MarqIQ on your own instance before you pay for it.
Hire us when the work is a migration or a rebuild
Moving platforms, consolidating instances after an acquisition, or rebuilding scoring, lifecycle and routing is consultancy work that MarqIQ does not do, and it is what our services cover. If you would rather have MarqIQ set up for you, choose MarqIQ on the contact form and describe the instance.
MarqIQ, answered
What is MarqIQ?
Is MarqIQ available to use today?
Which platforms does MarqIQ integrate with?
Does MarqIQ require developer time to install?
How does MarqIQ fix first-touch attribution?
Can MarqIQ show which analyst reports and press pieces drove pipeline?
How much does MarqIQ cost?
What happens when the free trial ends?
Connect one tool and run the audit
Start the 14-day trial, connect HubSpot or Marketo and run the Integration Audit Report. It shows which contact fields are empty, how many records share an email address and which automations are live, before you change anything.