Getting Data into Marketo

© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Getting Data into Marketo -
Forms, Custom Objects and
Integrations

Page
Objectives
• Objectives
• Understand options around getting data into Marketo
• Review the Marketo Object Model
• Review how the SOAP API interacts with the Marketo Data Model
• Discuss best practices around integrating with Marketo

Getting Records into Marketo

Page
Getting Records into Marketo
• Integration with your CRM
• Can create duplicates
• List Import via CSV files
• De-dupe logic in place
• Upon Marketo form submission
• De-dupe logic in place
• Manually via Marketo Interface
• SOAP API
• Can either de-dupe (using email as a unique key) or create duplicates (use your
own unique key)

Page
Best Practices Around List Import
• List Import or use Marketo forms to create/update leads
• List Import
• Trusted/Untrusted Source
• Mode: Normal, Optimize for new leads, Skip new leads and updates
• Don’t upload lists with no email
addresses
• Select key users to perform List
uploads
• Consider automated list load
through the API

Getting Data in from Forms

Page
Getting Data In from Forms
‘Fills Out Form’
Event Pre-fill? Tech Efforts
Marketo Form on Marketo Landing
Page
X X None
Marketo Form on non-Marketo landing
page
X Minimal
Non-Marketo form submitted via SOAP
API
High
Non-Marketo form submitted via
Munchkin API
Medium

Page
Getting Data in from Non-Marketo Forms
• Options
• Marketo form on a non-Marketo page via Forms 2.0
o Get the code from the Form
◉ Marketing Activities → Form → Form Actions → Embed Code
• SOAP API
• Munchkin API

Forms 2.0
Marketo forms, wherever!

Page
Forms 2.0
• Empowers Marketers to create beautiful, stable, and flexible web forms
without programming knowledge
• Marketo Landing Page
• Embedded on non-Marketo landing page
• Examples
• Hide a form after successful submission
• Direct visitor to a URL determined by JS after successful submission
• Set form field values
• Read form field values on form submit
• Submit a form based on an event that is not part of the form
• Prevent a form from being submitted
• Add additional hidden fields to form
• Show the form in a lightbox style dialog
• Show custom error message on form submit based on custom business logic

Page
Forms 2.0 API
• MktoForms2 (top level) and Form Objects
• MktoForms2 Methods
• .loadForm(baseUrl, munchkinId, formId [,callback])
• .lightbox(form [,opts])
• .newForm(formData [,callback])
• .getForm(formId)
• .allForms()
• .getPageFields()
• Form Methods
• .render([formElem])
• .getId()
• .getFormElem()
• .validate()
• .onValidate(callback)
• .submit()
• .onSubmit(callback)
• http://developers.marketo.com/documentation/websites/forms-2-0/
• .onSuccess(callback)
• .submitable([canSubmit])
• .allFieldsFilled()
• .setValues(vals)
• .getValues()
• .addHiddenFields(values)
• .vals([values])
• .showErrorMessage(msg [,elem])

The Marketo Object Model

Page
Marketo Object Model

Page
Marketo Lead Operations Matrix
Create Read Update Delete Merge
Marketo UI X* X X X X
Form Fill Out X X
List Import+
X X
SOAP API X* X X X
REST API^ X* X X
Munchkin API X X
• * = can create duplicates
• ^ = to be released soon
• List Imports
• importToList SOAP API call = API version of List Import functionality exposed in Marketo

Marketo’s SOAP API

Page
Marketo’s SOAP API – Tradeoffs
• Benefits
• Allows for non-native integrations
• Secure backend communication
• Considerations:
• Not all fields and functionality exposed in Marketo UI are available in SOAP API
• Developer resources needed

Page
Marketo’s SOAP API
• Access to leads, actions, custom objects, and other entities
• Access via Admin → SOAP API
• Endpoint, user id, encryption key
• Latest Version: 2_3
• Daily API Quota: 10,000 API calls
• WSDL: https://<MUNCHKIN_ID>.mktoapi.com/soap/mktows/2_3?WSDL
• HMAC-SHA1 security
• http://developers.marketo.com/documentation/soap/

Page
Marketo’s SOAP API Operations
• Authentication Header
• mktowsUserId (string), requestSignature (string), requestTimestamp (datetime)
• Lead Operations
• getLead, getMultipleLeads, getLeadActivity, getLeadChanges
• syncLead, syncMultipleLeads, mergeLeads
• Campaigns
• getCampaignsForSource, requestCampaign, scheduleCampaign
• Lists
• importToList, getImportToListStatus, listOperation
• Object Operations such as Activity or Opportunity
• getMObjects, syncMObjects, deleteMObjects, listMObjects, describeMObjects
• Marketo Custom Object Operations
• getCustomObjects, syncCustomObjects, deleteCustomObjects
• Other operations
• getChannels, getTags

Marketo Munchkin API

Page
Marketo’s Munchkin JS API – Tradeoffs
• Benefits
• Enables tracking of web page visits and click links
• Included by default on all Marketo landing pages
• Low development efforts
• Considerations:
• For form submits, least preferred option since it runs client-side

Page
Munchkin API
• Allows Marketo to track web activities
• Set Marketo cookie to track web visits and clicks
• Anonymous and/or known leads
• Automatically included on Marketo Landing Pages
• Other use cases:
• Create a Marketo lead when a user fills out a non-Marketo form
• Custom tracking (ex: watching a video, listening to an audio clip, downloading a
whitepaper)
• Pre-fill Marketo forms
• Enable Munchkin API Use
• Admin → Integration → Munchkin → API Configuration → Edit Link → Click
checkbox for Enable Munchkin API
• http://developers.marketo.com/documentation/websites/lead-tracking-
munchkin-js/

Page
Munchkin Tracker
• Munchkin Tracking Code Functionality
• Check if a cookie has already been placed on the visitor’s computer by your
website
• If there is no cookie, add one and create an
anonymous lead
• Send an event to Marketo noting a web page
visit or click link
• Configuration Options
• Synchronous, Asynchronous, Asynchronous
jQuery loading
• Support “Do Not Track” Browser request
• Cookie anonymous users
• Set cookie expiration
• Sample Cookie Value
• id:561-HYG-937&token:_mch-marketo.com-1374552656411-90718

Page
Calling Munchkin API Functions
• General form of a Munchkin call:
<script type="text/javascript">
document.write(unescape("%3Cscript src='//munchkin.marketo.net/munchkin.js'
type='text/javascript'%3E%3C/script%3E"));
</script>
<script>Munchkin.init('<MUNCHKIN_ID>');</script>
<script type="text/javascript”>
mktoMunchkinFunction (
'<FUNCTION>',
{key1:'value1', key2: 'value2'},
'hash'
);
</script>
• Must call Munchkin.init() before making any mktoMunchkinFunction()
calls

Page
Munchkin API Functions
• visitWebPage({url, params}) – records a ‘Visit Web Page’ event
• First call to Munchkin.init() always creates a Visit Web Page event for the
current page
• url – can point to any page, even one that doesn’t exist
• params – to add URL parameters
• clickLink({href}) – records a ‘Click Link’ event
• href – can be any value, even a page that doesn’t exist

Page
Munchkin API Functions
• associateLead({key1, key2}, hash) – create a new lead in Marketo
or associate the user with an existing lead
• De-dupes on email address
• Array of field name and value pairs
• Security hash encoded with SHA1
o Concatenate your API Private Key with the lead’s email address then encode
with SHA1 (non-HMAC version)
• Use call on a page following a form submit for a login, information request or
registration
• Do not use with SFDC Web2Lead forms. Doing so will create duplicates.

Page
Munchkin API: Triggering Campaigns
• Triggers
• Lead is Created
o Source Type is Munchkin API
• Visits Web Page
• Clicks Link on Webpage
• Filters
• Lead was Created
o Source Type is Munchkin API
• Visited Web Page
• Not Visited Web Page
• Clicked Link on Web Page
• Not Clicked Link on Web Page

Custom Objects

Page
Marketo Custom Objects – Tradeoffs
• Benefits
• Enables 1:many relationship between a lead and the custom object records
• Considerations:
• Cannot put custom object fields on forms
• Cannot see custom object records in the Marketo Interface
• Implementation overhead
• Also note, that you cannot see custom object data from native CRM
syncs via Marketo’s SOAP API

Page
Marketo Custom Objects
• Allows for the creation of 1:many relationship between Marketo leads and
custom object records
• With a custom object, you can:
• Create, update, delete via the SOAP API
• Use Smart List trigger when new records are added
• Use Smart List to filter on Custom Object data
• Use custom object data in Marketo Email Scripting
• SOAP API calls:
• syncCustomObjects, getCustomObjects, deleteCustomObjects

Page
Marketo Custom Objects
• When to use:
• Have lead data that can be categorized in a 1:many relationship
• Segmentation
• Campaign with a flow triggered by a new custom object record being created
• When not to use:
• Marketo is synced to SFDC
• Need to access the custom object on a landing page
• Custom objects are not tied to a lead
• Need to trigger off when a Custom Object Lead Record has been deleted or
updated
• Clear and repopulate Custom Object data regularly
• View/edit the data directly from within the Marketo interface

Email Scripting

Page
Email Scripting – Tradeoffs
• Benefits
• Ability to send emails using Velocity templates
• Ability to reference custom objects and opportunity data in emails
• Considerations:
• Can only use Marketo custom objects or custom objects related to Lead or
Contact
• Not compatible with Dynamic Content (including Snippet)
• Embedding a Script Token as a URL parameter will not be processed
• Implementation overhead
• If you include 1+ email scripts in an email, they will execute top to
bottom

Page
Email Scripting via Velocity
• Email Scripting
• Allows one to execute Velocity scripts within Marketo emails
• What can be referenced:
• Lead attributes
• Opportunities
• Custom objects
• Object that triggered the email
• Marketo → Marketing Activites → <PROGRAM> → My Tokens
• Type = Email Script
• http://developers.marketo.com/documentation/email-scripting/

Page
Email Scripting via Velocity

Page
Email Scripting
• Include the script within a Marketo email by referencing the Program token
• Allows one to execute Velocity scripts within Marketo emails
• Test via “Send Sample Email”

Webhooks

Page
Webhooks Trade Offs
• Benefits
• Ability to send and receive data from and external web service
• Quick to implement
• Considerations
• Limited error handling
• Cannot be used in batch campaigns
• Cannot subscribe to third party webhooks

Page
Webhooks
• Allows one to make a call from within Marketo to an external service
• Through webhooks, you can:
• Push data from one platform to another
• Retrieve data from another platform
• POST and GET supported
• Accepts XML or JSON responses
• Sample use cases: send a SMS text message via Twilio, de-dupe via RingLead
in SFDC
• http://developers.marketo.com/documentation/webhooks/

Page
Webhooks

More Information
Please visit developers.marketo.com

Getting Data into Marketo

More Related Content

What's hot

Viewers also liked

Similar to Getting Data into Marketo

Recently uploaded

Getting Data into Marketo