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SFMUG
Dealing with Data
Find the Custom Object of Your Desires
SFMUG April 27, 2022
Slido.com | #SFMUGApril2022
Agenda
1. Intro & Housekeeping
2. Find the Custom Object of Your Desires
3. Q&A
Slido.com | #SFMUGApril2022
Welcome!
Amy Goldfine Jasmine Chung
Slido.com | #SFMUGApril2022
Marketo Engage User Group House Rules
In order to ensure our MUGs stay user-focused and a safe space for members of
the Marketing Nation to learn, network, and problem solve, we ask that all MUG
attendees follow these rules:
● No self-promotion or pitching of any kind is permitted at MUG events
● Don’t contact people outside of the User Group without their consent
● If MUG members share their use case at the User Group, please don’t share
that information without their consent
Slido.com | #SFMUGApril2022
Join The Conversation
Ask questions at any time at slido.com
using event code #SFMUGApril2022
Slido.com | #SFMUGApril2022
Join Our MUG Chapter
Slido.com | #SFMUGApril2022
Join Our Slack
Send a Chat to Amy with your email address and we’ll send you an invite!
Slido.com | #SFMUGApril2022
Need to Update Your Certification?
There are three different certifications for Marketo Engage
AD0-E555 Adobe Marketo Engage Professional: This is the most junior exam, similar to the former Marketo
Certified Associate exam. It’s target audience is marketers with approximately 6 months’ hands-on experience
AD0-E554 Adobe Marketo Engage Business Practitioner Expert: This is the a exam designed by Marketo
Champions, at a similar level to the former Marketo Certified Expert. Its target audience are Marketo end users,
customers, partners and consultants with broad operational experience using Marketo.
AD0-E556 Adobe Certified Master - Adobe Marketo Engage Architect: This is the most advanced exam,
targeted at power users who understands the business impact and effectively explain/communicate their solution
to the stakeholders (technical and non-technical) at different levels. It replaces the Marketo Certified Solutions
Architect, which was only available to Marketo Partners. It’s a proctored written exam that is open to all Marketo
Engage users who have an active Adobe Marketo Engage Business Practitioner Expert certification.
Slido.com | #SFMUGApril2022
SFMUG
Find the Custom Object of Your Desires
Slido.com | #SFMUGApril2022
Agenda
1. Intro
2. How Does Your Data Flow?
3. APIs vs Webhooks
4. Objects, Custom Objects, Custom Activities, Oh My
5. Marketo Lessons Learned
Slido.com | #SFMUGApril2022
Intro
Ellie Cary
MarTech Director at Planet Home Lending
Develops, oversees and measures strategic MarTech
cross-system, cross-channel processes and
infrastructure to best serve the customer experience
and organization marketing objectives.
8+ years marketing experience across various verticals
including Finance, SaaS, Hospitality, Health, Industrial,
Non-Profit, Education and Real-Estate.
3+ years Marketo Admin Experience with NetSuite and
Dynamics CRMs, MCA Certified
Happy to Connect - linkedin.com/in/ellie-cary/
Slido.com | #SFMUGApril2022
How Does Your Data Flow?
Do you know how your systems talk to each other?
Slido.com | #SFMUGApril2022
How Does Your Data Flow?
Do you know how your systems talk to each other?
Slido.com | #SFMUGApril2022
APIs vs Webhooks
When integrating data, there are two types of people in this world…
Slido.com | #SFMUGApril2022
APIs vs Webhooks
How do APIs and Webhooks differ?
APIs Webhooks
2-Way 1-Way
“Batch” Request Based “Trigger” Event Based
Best for Regular Data Updates that are Less Time-
sensitive and more holistic
Best for Real Time Notifications + Data Updates
More Robust, Requires Dev Work, Make Changes to
Data (CRUD)
Easier to Set Up, Less Resource Intensive, Read-Only
Potential “Empty” Updates, Higher API Call Limit Risks There is an Update Every Time
Slido.com | #SFMUGApril2022
APIs vs Webhooks
APIs and Webhooks Explained
https://levelup.gitconnected.com/webhooks-82e50720abd2
Slido.com | #SFMUGApril2022
APIs vs Webhooks
Do You Need an API or Webhook
Integration? Ask Yourself:
1. Do I need the data now or can it wait 5 minutes?
2. How much does this impact my API Call limits?
3. Could I use a webhook instead?
4. Is this data that needs to be housed and updated
in my system or can I read it from a 3rd party?
5. Do I need a two-way integration for this data, or
does a one-way integration suffice?
6. Can I even use a webhook with this platform?
7. Should I consider a webhook-API combo?
Slido.com | #SFMUGApril2022
APIs vs Webhooks
Really Though… Which One is Better?
Slido.com | #SFMUGApril2022
Objects, Custom Objects, Custom Activities, Oh My
custom
>
Slido.com | #SFMUGApril2022
Objects, Custom Objects, Custom Activities, Oh My
What are Objects and Custom
Objects?
An Object is a container (aka table) that stores specific data fields.
An Object Record is a set of data applied to those unique fields
on that Object.
Custom Objects are unique objects created by the business that
are not one of Marketo’s main created objects.
Every system builds their objects differently. Some may be
hidden and only accessible through a system API, while others can
be visible to the front-end user.
Objects are complex and can be linked to other objects
through two different types of relationships, One-to-Many and
Many-to-Many.
Slido.com | #SFMUGApril2022
Objects, Custom Objects, Custom Activities, Oh My
Not All Objects Are Alike
Objects in Marketo operate very
differently from each other.
Each object has specific nuances of how
it works, how it passes and retrieves
data to/from different systems.
They also operate differently depending
on the CRM you’re connected to and if
you have a Native or Non-Native
integration.
Object Record Type Front End Access? Integration Flow
Contact Parent Yes 2-Way
Company Parent Yes 1-Way From CRM
Opportunity Child No 1-Way From CRM
Custom Objects Child No 1-Way From CRM
Activities* Child No 1-Way From MKTO
Custom Activities* Child No 1-Way From MKTO
Sales Owner Child No 1-Way From CRM
*Activities and Custom Activities belong to the Lead Change Record Object.
Slido.com | #SFMUGApril2022
Objects, Custom Objects, Custom Activities, Oh My
Custom Object Use Cases in
Marketo
● Sales orders/purchase information
● Contracts or Loans
● Support cases
● Sales ownership (with multiple sales
owners)
● Milestones and goals
● Product lists
● Associated organizations such as high
schools, colleges, etc.
● Interest segmentations
● Certifications
https://experienceleague.adobe.com/docs/marketo/using/product-docs/administration/marketo-custom-objects/understanding-marketo-custom-objects.html?lang=en
Slido.com | #SFMUGApril2022
Objects, Custom Objects, Custom Activities, Oh My
One-to-Many Relationships
Marketo uses One-to-Many Relationships to associate
different Object Records to One Main Object Record. For
example, a contact has one or multiple funded loans.
One-to-Many Relationships require a main object record
(parent record) to link to sub-object records (child records).
Without the parent, there can be no child records.
Parent and child records need to be linked by one
primary key field (link field) that lives on both the parent
and child record and they must house the same data. (Field
names can be different but data within them must be the
same.)
Contact
Loan B
Loan A
Slido.com | #SFMUGApril2022
Objects, Custom Objects, Custom Activities, Oh My
One-to-Many Use Cases in
Marketo
● Use dynamic data in emails with Velocity
Scripts
● Use Triggers and Filters for Smart Lists
and Smart Campaigns
● CRUD operation on a Custom Object
Record*
https://developers.marketo.com/rest-api/bulk-extract/bulk-custom-object-extract/
Slido.com | #SFMUGApril2022
Objects, Custom Objects, Custom Activities, Oh My
Many-to-Many Relationships
Marketo uses Many-to-Many Relationships to
associate different Object Records to different Main
Object Records. For example, two borrowers have one
shared funded loan and they also each have their own
additional non-shared loans.
Many-to-Many relationships require two one-to-many
relationships that link to the same Join or Bridge
Object Record. Within the Join/Bridge Object Record,
two primary key fields (link fields) need to be created.
One primary key field needs to be linked to the first
object record, and the second primary field needs to be
linked to the second object record.
Contact
A
Loan A
Loan B
Contact
B
Loan C
Slido.com | #SFMUGApril2022
Objects, Custom Objects, Custom Activities, Oh My
Many-to-Many Relationships in
Marketo
● Use Triggers and Filters for Smart Lists
and Smart Campaigns that pulls in data
from multiple objects via the bridge object
● CRUD operation on a Custom Object
Record*
https://www.definitive-results.com/2016/03/08/marketo-q1-2016-release-pt-2-of-3/
Slido.com | #SFMUGApril2022
Objects, Custom Objects, Custom Activities, Oh My
https://developers.marketo.com/blog/guest-post-deep-dive-custom-object-vs-custom-activities-vs-custom-fields/
Custom Objects vs
Custom Activities
Custom Objects are great for
tracking relevant data records
associated to a contact that can be
updated over time, whereas Custom
Activities are better suited for one-
time events where data is not
updated.
Slido.com | #SFMUGApril2022
Objects, Custom Objects, Custom Activities, Oh My
https://developers.marketo.com/blog/guest-post-deep-dive-custom-object-vs-custom-activities-vs-custom-fields/
Custom Activities in
Marketo
● Custom Activities can be
seen on the Activity Log tab
● Can track non-Marketo
events like Phone Calls, non-
Marketo Form Fills, non-
Marketo emails, etc
● Unless you need more than
20 fields associated to event
records or to update the
event record, use Custom
Activities
Slido.com | #SFMUGApril2022
Marketo Lessons Learned
Things I Learned The Hard Way So
You Don’t Have To
1. Don’t publish a CO until you’re really… I mean
really… ready to publish your CO.
2. Know your object and field limits… beg for
extensions but do it before you publish
everything.
3. Know your data flow and API Call Limits
4. Understand each Marketo Object and how Native
Integrations can or can’t accommodate your
instance needs.
5. Understand limitations with COs and Velocity
Scripts
Slido.com | #SFMUGApril2022
Q&A
Any Questions?
Slido.com | #SFMUGApril2022
Thank You

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SF MUG - Find the Custom Object of Your Desires

  • 1. Slido.com | #SFMUGApril2022 SFMUG Dealing with Data Find the Custom Object of Your Desires SFMUG April 27, 2022
  • 2. Slido.com | #SFMUGApril2022 Agenda 1. Intro & Housekeeping 2. Find the Custom Object of Your Desires 3. Q&A
  • 4. Slido.com | #SFMUGApril2022 Marketo Engage User Group House Rules In order to ensure our MUGs stay user-focused and a safe space for members of the Marketing Nation to learn, network, and problem solve, we ask that all MUG attendees follow these rules: ● No self-promotion or pitching of any kind is permitted at MUG events ● Don’t contact people outside of the User Group without their consent ● If MUG members share their use case at the User Group, please don’t share that information without their consent
  • 5. Slido.com | #SFMUGApril2022 Join The Conversation Ask questions at any time at slido.com using event code #SFMUGApril2022
  • 7. Slido.com | #SFMUGApril2022 Join Our Slack Send a Chat to Amy with your email address and we’ll send you an invite!
  • 8. Slido.com | #SFMUGApril2022 Need to Update Your Certification? There are three different certifications for Marketo Engage AD0-E555 Adobe Marketo Engage Professional: This is the most junior exam, similar to the former Marketo Certified Associate exam. It’s target audience is marketers with approximately 6 months’ hands-on experience AD0-E554 Adobe Marketo Engage Business Practitioner Expert: This is the a exam designed by Marketo Champions, at a similar level to the former Marketo Certified Expert. Its target audience are Marketo end users, customers, partners and consultants with broad operational experience using Marketo. AD0-E556 Adobe Certified Master - Adobe Marketo Engage Architect: This is the most advanced exam, targeted at power users who understands the business impact and effectively explain/communicate their solution to the stakeholders (technical and non-technical) at different levels. It replaces the Marketo Certified Solutions Architect, which was only available to Marketo Partners. It’s a proctored written exam that is open to all Marketo Engage users who have an active Adobe Marketo Engage Business Practitioner Expert certification.
  • 9. Slido.com | #SFMUGApril2022 SFMUG Find the Custom Object of Your Desires
  • 10. Slido.com | #SFMUGApril2022 Agenda 1. Intro 2. How Does Your Data Flow? 3. APIs vs Webhooks 4. Objects, Custom Objects, Custom Activities, Oh My 5. Marketo Lessons Learned
  • 11. Slido.com | #SFMUGApril2022 Intro Ellie Cary MarTech Director at Planet Home Lending Develops, oversees and measures strategic MarTech cross-system, cross-channel processes and infrastructure to best serve the customer experience and organization marketing objectives. 8+ years marketing experience across various verticals including Finance, SaaS, Hospitality, Health, Industrial, Non-Profit, Education and Real-Estate. 3+ years Marketo Admin Experience with NetSuite and Dynamics CRMs, MCA Certified Happy to Connect - linkedin.com/in/ellie-cary/
  • 12. Slido.com | #SFMUGApril2022 How Does Your Data Flow? Do you know how your systems talk to each other?
  • 13. Slido.com | #SFMUGApril2022 How Does Your Data Flow? Do you know how your systems talk to each other?
  • 14. Slido.com | #SFMUGApril2022 APIs vs Webhooks When integrating data, there are two types of people in this world…
  • 15. Slido.com | #SFMUGApril2022 APIs vs Webhooks How do APIs and Webhooks differ? APIs Webhooks 2-Way 1-Way “Batch” Request Based “Trigger” Event Based Best for Regular Data Updates that are Less Time- sensitive and more holistic Best for Real Time Notifications + Data Updates More Robust, Requires Dev Work, Make Changes to Data (CRUD) Easier to Set Up, Less Resource Intensive, Read-Only Potential “Empty” Updates, Higher API Call Limit Risks There is an Update Every Time
  • 16. Slido.com | #SFMUGApril2022 APIs vs Webhooks APIs and Webhooks Explained https://levelup.gitconnected.com/webhooks-82e50720abd2
  • 17. Slido.com | #SFMUGApril2022 APIs vs Webhooks Do You Need an API or Webhook Integration? Ask Yourself: 1. Do I need the data now or can it wait 5 minutes? 2. How much does this impact my API Call limits? 3. Could I use a webhook instead? 4. Is this data that needs to be housed and updated in my system or can I read it from a 3rd party? 5. Do I need a two-way integration for this data, or does a one-way integration suffice? 6. Can I even use a webhook with this platform? 7. Should I consider a webhook-API combo?
  • 18. Slido.com | #SFMUGApril2022 APIs vs Webhooks Really Though… Which One is Better?
  • 19. Slido.com | #SFMUGApril2022 Objects, Custom Objects, Custom Activities, Oh My custom >
  • 20. Slido.com | #SFMUGApril2022 Objects, Custom Objects, Custom Activities, Oh My What are Objects and Custom Objects? An Object is a container (aka table) that stores specific data fields. An Object Record is a set of data applied to those unique fields on that Object. Custom Objects are unique objects created by the business that are not one of Marketo’s main created objects. Every system builds their objects differently. Some may be hidden and only accessible through a system API, while others can be visible to the front-end user. Objects are complex and can be linked to other objects through two different types of relationships, One-to-Many and Many-to-Many.
  • 21. Slido.com | #SFMUGApril2022 Objects, Custom Objects, Custom Activities, Oh My Not All Objects Are Alike Objects in Marketo operate very differently from each other. Each object has specific nuances of how it works, how it passes and retrieves data to/from different systems. They also operate differently depending on the CRM you’re connected to and if you have a Native or Non-Native integration. Object Record Type Front End Access? Integration Flow Contact Parent Yes 2-Way Company Parent Yes 1-Way From CRM Opportunity Child No 1-Way From CRM Custom Objects Child No 1-Way From CRM Activities* Child No 1-Way From MKTO Custom Activities* Child No 1-Way From MKTO Sales Owner Child No 1-Way From CRM *Activities and Custom Activities belong to the Lead Change Record Object.
  • 22. Slido.com | #SFMUGApril2022 Objects, Custom Objects, Custom Activities, Oh My Custom Object Use Cases in Marketo ● Sales orders/purchase information ● Contracts or Loans ● Support cases ● Sales ownership (with multiple sales owners) ● Milestones and goals ● Product lists ● Associated organizations such as high schools, colleges, etc. ● Interest segmentations ● Certifications https://experienceleague.adobe.com/docs/marketo/using/product-docs/administration/marketo-custom-objects/understanding-marketo-custom-objects.html?lang=en
  • 23. Slido.com | #SFMUGApril2022 Objects, Custom Objects, Custom Activities, Oh My One-to-Many Relationships Marketo uses One-to-Many Relationships to associate different Object Records to One Main Object Record. For example, a contact has one or multiple funded loans. One-to-Many Relationships require a main object record (parent record) to link to sub-object records (child records). Without the parent, there can be no child records. Parent and child records need to be linked by one primary key field (link field) that lives on both the parent and child record and they must house the same data. (Field names can be different but data within them must be the same.) Contact Loan B Loan A
  • 24. Slido.com | #SFMUGApril2022 Objects, Custom Objects, Custom Activities, Oh My One-to-Many Use Cases in Marketo ● Use dynamic data in emails with Velocity Scripts ● Use Triggers and Filters for Smart Lists and Smart Campaigns ● CRUD operation on a Custom Object Record* https://developers.marketo.com/rest-api/bulk-extract/bulk-custom-object-extract/
  • 25. Slido.com | #SFMUGApril2022 Objects, Custom Objects, Custom Activities, Oh My Many-to-Many Relationships Marketo uses Many-to-Many Relationships to associate different Object Records to different Main Object Records. For example, two borrowers have one shared funded loan and they also each have their own additional non-shared loans. Many-to-Many relationships require two one-to-many relationships that link to the same Join or Bridge Object Record. Within the Join/Bridge Object Record, two primary key fields (link fields) need to be created. One primary key field needs to be linked to the first object record, and the second primary field needs to be linked to the second object record. Contact A Loan A Loan B Contact B Loan C
  • 26. Slido.com | #SFMUGApril2022 Objects, Custom Objects, Custom Activities, Oh My Many-to-Many Relationships in Marketo ● Use Triggers and Filters for Smart Lists and Smart Campaigns that pulls in data from multiple objects via the bridge object ● CRUD operation on a Custom Object Record* https://www.definitive-results.com/2016/03/08/marketo-q1-2016-release-pt-2-of-3/
  • 27. Slido.com | #SFMUGApril2022 Objects, Custom Objects, Custom Activities, Oh My https://developers.marketo.com/blog/guest-post-deep-dive-custom-object-vs-custom-activities-vs-custom-fields/ Custom Objects vs Custom Activities Custom Objects are great for tracking relevant data records associated to a contact that can be updated over time, whereas Custom Activities are better suited for one- time events where data is not updated.
  • 28. Slido.com | #SFMUGApril2022 Objects, Custom Objects, Custom Activities, Oh My https://developers.marketo.com/blog/guest-post-deep-dive-custom-object-vs-custom-activities-vs-custom-fields/ Custom Activities in Marketo ● Custom Activities can be seen on the Activity Log tab ● Can track non-Marketo events like Phone Calls, non- Marketo Form Fills, non- Marketo emails, etc ● Unless you need more than 20 fields associated to event records or to update the event record, use Custom Activities
  • 29. Slido.com | #SFMUGApril2022 Marketo Lessons Learned Things I Learned The Hard Way So You Don’t Have To 1. Don’t publish a CO until you’re really… I mean really… ready to publish your CO. 2. Know your object and field limits… beg for extensions but do it before you publish everything. 3. Know your data flow and API Call Limits 4. Understand each Marketo Object and how Native Integrations can or can’t accommodate your instance needs. 5. Understand limitations with COs and Velocity Scripts