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Marketo Summit 2014 Fun with Webhooks

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2014 Marketo Summit Presentation - Fun with Webhooks …

2014 Marketo Summit Presentation - Fun with Webhooks
Josh Perry
Steve Susina

Published in: Marketing, Technology, Business

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  • 1. Fun with Webhooks Josh Perry Marketing Automation Manager, Yokogawa Steve Susina Marketing Director LYONSCG
  • 2. Page 2 © 2014 Marketo, Inc.#mktgnation14 Challenge of Multiple Databases
  • 3. Page 3 © 2014 Marketo, Inc.#mktgnation14 Export / Import Hell
  • 4. Page 4 © 2014 Marketo, Inc.#mktgnation14 Database Environment Before Marketo Subscriber Management Access Management Newsletter Distribution Sales CRM
  • 5. Page 5 © 2014 Marketo, Inc.#mktgnation14 Database Alignment – After Marketo Deployment Advantage (Subscriber Management) Clickshare (Access Management) Cheetahmail (Newsletter Distribution) Marketo Lead Generation As we started to collect data in Marketo, how do we update other systems?
  • 6. Page 6 © 2014 Marketo, Inc.#mktgnation14 Well . . . without resorting to this!
  • 7. Page 7 © 2014 Marketo, Inc.#mktgnation14 What’s a Webhook? • Introduced in late 2012 • Webhooks let you take advantage of external web services, to send text messages, expand lead data, integrate Marketo activity with your systems. • An easier way to get data into (and out of) your Marketo instance, without: • Downloading and reloading CSV files • Understanding how to program the SOAP API • Requesting a project from your IT group everytime you want to move information
  • 8. Page 8 © 2014 Marketo, Inc.#mktgnation14 Access through the Admin page
  • 9. Page 9 © 2014 Marketo, Inc.#mktgnation14 Click displays your webhook inventory
  • 10. Page 10 © 2014 Marketo, Inc.#mktgnation14 Creating / Editing a Webhook
  • 11. Page 11 © 2014 Marketo, Inc.#mktgnation14 Easy. Just one question. . . What the Heck goes here? What the Heck goes here? What the Heck goes here? What the Heck goes here?
  • 12. Page 12 © 2014 Marketo, Inc.#mktgnation14 Key to using Marketo Webhooks: Understanding a POST URL https://www.heresaurl.com?thismeans=somet hing&thatmeans=somethingelse&ihavenoidea=whatthisme ans • Break it down to understand • https://www.heresaurl.com • ? • thismeans=something • & • thatmeans=somethingelse • & • ihavenoidea=whatthismeans Key to using Webhooks is to get the the format of the POST URL from a partner
  • 13. Page 13 © 2014 Marketo, Inc.#mktgnation14 Example: Registration Form
  • 14. Page 14 © 2014 Marketo, Inc.#mktgnation14 Why a Webhook? • Uses a Marketo form on a non-Marketo page • One field only (email address) • Once completed still need to populate Clickshare database • Webhook used to post Marketo data to our newsletter and access control databases. Advantage of this approach: the user fills out a Marketo Form!
  • 15. Page 15 © 2014 Marketo, Inc.#mktgnation14 Behind the Scenes: • On “Go”, triggers a Marketo smart campagin • Flow: Call webhook • Activated, continuously running Advantage of this approach: the user fills out a Marketo Form!
  • 16. Page 16 © 2014 Marketo, Inc.#mktgnation14 Remember my database collection? Advantage (Subscriber Management) Clickshare (Access Management) Cheetahmail (Newsletter Distribution) Marketo Lead Generation
  • 17. Page 17 © 2014 Marketo, Inc.#mktgnation14 And to do that, I use a POST URL Advantage (Subscriber Management) Clickshare (Access Management) Cheetahmail (Newsletter Distribution) Marketo Lead Generation The Clickshare URL: https://home.businessinsurance.com/clic kshare/changeServicesAdd.do?selectio n.DailyNewsletter=Y&addAcct.email=ste ve@susina.com&submit=1&CSParamsT oPassNames=CSParamsToPassNames
  • 18. Page 18 © 2014 Marketo, Inc.#mktgnation14 Break it down https://home.businessinsurance.com/clickshare/changeS ervicesAdd.do ? selection.DailyNewsletter=Y & addAcct.email=ssusina@crain.com & submit=1 & CSParamsToPassNames=CSParamsToPassNames
  • 19. Page 19 © 2014 Marketo, Inc.#mktgnation14 Substitute Tokens https://home.businessinsurance.com/clickshare/changeSer vicesAdd.do ? selection.DailyNewsletter=Y & addAcct.email={{lead.Email Address}} & submit=1 & fname={{lead.First Name}} & lname={{lead.Last Name}}
  • 20. Page 20 © 2014 Marketo, Inc.#mktgnation14 Put it back together https://home.businessinsurance.com/clickshare/changeS ervicesAdd.do?selection.DailyNewsletter=Y&addAcct.em ail= {{lead.Email Address}}&submit=1& fname={{lead.First Name}}&lname={{lead.Last Name}}
  • 21. Page 21 © 2014 Marketo, Inc.#mktgnation14 Insert into the “New Webhook” form in Marketo
  • 22. Page 22 © 2014 Marketo, Inc.#mktgnation14 Then call with a Smart Campaign
  • 23. Examples / Use Cases
  • 24. Page 24 © 2014 Marketo, Inc.#mktgnation14 Personal Experiences with Webhooks Pre-2012
  • 25. Page 25 © 2014 Marketo, Inc.#mktgnation14 Duplicates Marketo uses e-mail address as the unique identifier. josh@us.yokogawa.com Josh.perry@us.yokogawa.com Josh.perry@gmail.com } To Marketo these are the same people Problems: Inaccurate Scoring Multiple Emails Sent to the Same Person Increased Marketo Cost
  • 26. Page 26 © 2014 Marketo, Inc.#mktgnation14 Solution API Thousands of $$ a Month
  • 27. Page 27 © 2014 Marketo, Inc.#mktgnation14 Post 2012 • Step by Step Guide: (Sent to You by RingLead) • Step by Step Video: http://bit.ly/1jyRFzW
  • 28. Use Case #2 – Bad Characters
  • 29. Page 29 © 2014 Marketo, Inc.#mktgnation14 The Problem • First Name or Last Name • jOSH • PERRY Josh Perry
  • 30. Page 30 © 2014 Marketo, Inc.#mktgnation14 Other Cool Functions • Add Math Functionality • # of Days from 1 Status to Another • Format Phone number • Change 5555555555 to (555) 555-5555 • Concatenate 2 Fields (Put 2 Fields Together) • Random String – For Trials • Fix State • Change tx or Tex to TX 30 Day Trial – Unlimited Calls Demo Account – Lasts forever, but you only get x number of calls a month
  • 31. Use Case #3 – Hooking up to Channel Partners (Currently Evaluating and Testing)
  • 32. Page 32 © 2014 Marketo, Inc.#mktgnation14 Traditional Lead Management Inquiry AQL Rejected Accepted (MQL) Passed to Lead Qualifier Passed to Sales Rejected Rejected Qualified Opportunity (SQL) Sales Talks to the Lead Accepted (SAL) Worked by Sales Closed Lost Closed Won Lead Tracking Breaks Down
  • 33. Page 33 © 2014 Marketo, Inc.#mktgnation14 Options • Have Reps Provide Feedback via – • Emails • Paper Forms • Calls with Regional Sales Managers • Marketo Forms • Third Party Solution
  • 34. Page 34 © 2014 Marketo, Inc.#mktgnation14 Supplier Reps/Partners CRM Leads Distributor CRM Integration Email Leads to Sales Rep Data passed from supplier to Zift to partner: • Lead profile data (name, company, contact info…) • Lead history (campaign, emails opened, what was viewed…) • You can upload, work within Zift or have leads populate into your CRM system automatically
  • 35. Page 35 © 2014 Marketo, Inc.#mktgnation14 Step 1: Create the Webhook
  • 36. Page 36 © 2014 Marketo, Inc.#mktgnation14 Step 2: Create or Identify Forms
  • 37. Page 37 © 2014 Marketo, Inc.#mktgnation14 3. Create the Workflow to Call the Webhook
  • 38. Page 38 © 2014 Marketo, Inc.#mktgnation14 Advantages • Appropriate Lead Management and Accountability • Reps do not Need to Update Leads in Multiple Locations = Higher Adoption • Closed Loop Reporting • Provide Sales Insight Data to Channel Reps • If Rep Companies do not have a CRM, Form Capability is Available
  • 39. Page 39 © 2014 Marketo, Inc.#mktgnation14 Lead Distribution Report
  • 40. Other Cool Webhooks
  • 41. Page 41 © 2014 Marketo, Inc.#mktgnation14 Other Webhook Applications 1. Data Enrichment Field Information First Name Bill Last Name Gates Email Address Bill.gates@micros oft.com Company Microsoft Phone 208-359-8123 3rd Party Field Information First Name Bill Last Name Gates Email Address Bill.gates@microsoft.com Company Microsoft Phone 208-359-8123 Address 123 Microsoft Way City Sample State OR Country United States Postal Code 457896 SIC ADADF465 NAICS AD465 Stock Symbol MSFT Confidence Level High Trade Name Microsoft Number of Employees 1,000,000 Annual Revenue $9,999,999,999
  • 42. Page 42 © 2014 Marketo, Inc.#mktgnation14 Other Webhook Applications 2. SMS (Short Message Service) Messaging Marketo Command! First Name Last Name Mobile # POST 3rd Party Service
  • 43. Page 43 © 2014 Marketo, Inc.#mktgnation14 Other Webhook Applications 3. Trials – Crunchbase API 4. Reporting/Dashboard Products 5. Call Tracking – LogMyCalls 6. Direct Mail – DirectMailManager 7. Klout Score 8. Gift Card Fulfilment - Giftango
  • 44. Page 44 © 2014 Marketo, Inc.#mktgnation14 Summary • Basic Process for Using Webhooks • Find partner’s POST URL for data transfer • Substitute Marketo Tokens for paramaters • Create a Webhook in Marketo • Call Webhook using a Triggered campaign • Use Cases • Duplicate Elimination • Character Correction • Channel Partner Integration • Data Enrichment, Text Messaging, Gift Card Fufillment, and more!
  • 45. Page 45 © 2014 Marketo, Inc.#mktgnation14 Resources • Marketo Community • Marketo Webinarhttp://www.marketo.com/webinars/theres-a- webhook-for-that/ • Marketo Devlopers website • http://developers.marketo.com/documentation/webhooks/ • Launch Point Providers • RingLead: http://www.ringlead.com/MarketoWebhooks
  • 46. Thank You!