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Webhooks Explained - What they are. What they do. Why you care.


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Marketo user, you know that there's this thing called a webhook. But what the heck is it? How can you use it? What sort of effort does it take? This presentation defines Marketo webhooks and gives the 3 major ways they are used: 1) to integrate to Launchpoint partner solutions 2) to provide specific functions within a campaign flow 3) to serve as an integration mechanism between Marketo and your own custom code.

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Webhooks Explained - What they are. What they do. Why you care.

  1. 1. Marketo Webhooks Explained
  2. 2. Marketo Webhooks Explained Marketo includes nearly everything you would want to do to/for/about your leads – nearly. But they can’t address every possible need, so they developed Webhooks to fill the gaps.
  3. 3. 1. (noun) A function in the form of a web service, that is developed or provided by someone other than Marketo, but designed with Marketo use in mind. It performs a function typically not included in Marketo, but which adds value to the Marketer. It accepts values passed as name/value pairs. After it performs its task, it may return a value back to the caller. 2. (noun) A specialized Marketo flow action designed to call an external web service (webhook #1). Lead attributes are passed for processing by the service. Values may be received from the external web hook and used to populate/update fields within Marketo. Webhooks definition:
  4. 4. 1. Facilitates integration between Marketo and pre- integrated partners for complementary point solutions 2. Gives access to individual ETL functions 3. Serves as the integration foundation for customer- specific development Webhooks helps fill the gaps in 3 distinct ways:
  5. 5. Pre-integrated Partners Marketo has a large community of complementary solutions – Launchpoint. • Launchpoint includes solutions that are complimentary to, or extensions of Marketing Automation. • Some Launchpoint solutions have pre-built integrations with Marketo. Most use Webhooks. • Launchpoint solutions are complete solutions, including their own processes, UI, data, reporting, and multiple integration points. Some examples that use Webhooks: • Partner Lead Distribution – Zift • Direct mail – Direct Mail Manager • Promotional Material Fulfillment – PFL Link
  6. 6. Individual ETL Functions provides 45 functions frequently asked for by marketers • String Functions • Change lead name to Proper Case • Force addresses to use correct 2-character State Codes • Format phone numbers • Create Full Name • Date Functions • Calculate age based on birthday • Calculate a date X days before/after another date • Calculate the difference (in days) between 2 other dates • Get current date/time in specific time zone
  7. 7. provides 45 functions frequently asked for by marketers • Conversions • Inches to Feet • Pounds to Kilograms • Celsius to Fahrenheit • Math Functions • Increment/decrement (useful for non-score fields) • Find Min/Max • Add/Subtract/Multiply/Divide • Misc Functions • Generate random passwords, IDs, coupon codes • Copy from field to field
  8. 8. Example Function: RANDOM_STRING Returns: string_out Optional Parameter: length Useful for: • Passwords • Loyalty IDs • Security Tokens • Single-use Keys
  9. 9. Example Function: FIX_STATE Returns: string_out Required Parameter: string_in Changes: • Nebr. to NE • ga to GA • Iowa to IA • Tex to TX • Pen. to PA
  10. 10. Customer-specific Development The Sky is the Limit If you can’t find what you need in Launchpoint or within the CloudETLHooks bundle, you may need to develop your own solution. Webhooks are an easy way to integrate with your custom code or application. You will probably need to involve your IT or dev team, but the basic steps are: 1. Create your external code 1. Host it on a web server 2. Code it to accept name/value pairs over its query string 2. Create a Marketo webhook 1. Pass values into the webhook on the URL as name/value pairs 2. Use Marketo {{tokens}} to refer to Marketo fields 3. Define results mapping to receive values back from webhook 3. Include your new webhook in your Smart Campaigns
  11. 11. • On-line documentation • Marketo-specific set up instructions • Trial and Sandbox accounts • Phone: (424) 261-4ETL • Email: Learn More About