Marketo is a proven leader in marketing automation, and is an indispensable tool for marketers. However, while many marketers are using this robust platform, they may not be tapping into a huge opportunity: Webhooks.
Marketo Webhooks allows you to send data (“post”) out to a third-party system as well as receive data (“get”) from third-party systems.
Within the administration section in Marketo, you can build powerful integrations with other systems and enhanced workflows. With some building and testing, you can call a Webhook in a Flow step in any marketing activity.
How to Use Marketo Webhooks
Webhooks enables you to interact with other platforms and programs with an API available. With this integration, you can:
- Create Support Tickets/Cases in CRM or third-party customer support platforms like Zendesk
- Check your CRM for existing Leads, Contacts or Accounts and prevent the creation of duplicate records
- Send a text message to a customer or prospect
- Append data from open source databases like Crunchbase
- Monitor website “trolling” and automatically disable accounts based on specific activities
7 Steps to Create a Marketo Webhook
To access Webhooks:
- Navigate to the Admin section of Marketo
- In the navigation panel on the left side, look for the Webhooks section, under the Integration options
- Look for the New Webhook button toward the top left of your screen
- You’ll see a pop up that lets you build a Webhook
How to Create the Webhook:
- Add your title and description
- Complete the The URL field. This requires your designated place to send or pull information, for instance, Salesforce or RIngLead. (If you’re using RingLead, use this URL)
- Complete the Template field. This is how you map the information in Marketo (via Tokens) to your external system. You can use any data format that accepts HTTP POST, including XML, JSON or SOAP (Don’t worry if you don’t understand exactly what those are – they’re simply formats in which data is translated)
Additional Details on the Template
The Template may be formatted a few different ways depending on the encoding type that you are using – but again, we won’t get too technical, we’ll just show you the two various types of encoding in the examples below.
Here is an example of a very simple template that maps standard Salesforce fields to Marketo tokens.
The values in red are the Salesforce field names. These are standard fields which are consistent across every Salesforce org in the world. These values are set to corresponding Marketo tokens which are identified by their signature double brackets. Note that we can also “hard code” values as is the case with the Salesforce Org ID (“oid”) in green.