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Marketo Webhooks - Use Cases And Steps To Create Your First Webhook

Posted by DEEPSHIKHA DHANKHAR on Apr 16, 2019

Marketo, a leader in multi-channel marketing hubs, offers solutions for all the marketing requirements - right from lead management, email marketing, and consumer marketing to customer base marketing, mobile marketing, and revenue attribution. Marketers around the world use Marketo to manage custom multi-channel programs and campaigns, and extend its use cases by integrating it with other systems as well.

However, many marketers aren’t making the most of Marketo—missing the opportunity to use Webhooks.


Marketo Webhooks - What’s the Deal?

Have you ever:
         - Thought of expanding your social CRM data from an external source?
         - Wished to send a birthday message to your customer without investing your sales team time?
         - Wished you could automatically send some electronic gift cards or coupons to your customers when they use your service for a defined period of time, or refer their friends to use your service?

If yes, then, all of these are possible with Marketo Webhooks.

Marketo Webhooks allow users to communicate with third-party web systems, in order to send or receive data from those systems. As a marketer, you can integrate other services like Slack, Zapier, and Salesforce, with Marketo and gain real-time insights from the integrated accounts. For example, integration of Google Maps Geocoding API can help in passing the address of a lead and in knowing the latitude and longitude of that address.

It supports GET and POST HTTP verbs for retrieving data from URLs. Webhooks come with a number of properties, like URL, payload template, request token encoding, response time, and custom headers.

Key Uses of Marketo Webhooks

To integrate Marketo with other platforms and services, you get an API. Following a successful integration, the Webhooks can help you do the following:
Analyse and measure return on investment (ROI) from digital campaigns
           - Maximise the reach of media programs on the basis of audience, media source, landing pages, etc.
           - Optimise the quality of leads by sharing insights into data issues
           - Automate the uploading of income tax returns, to save time and resources
          - Create support tickets in third-party customer support systems
          - Send customized messages to customers
          - Fetch data from open source database

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Source: Ringlead

Marketo Webhook Use Case

Webhooks have played a key role in digital success of Australia’s leading payment service provider named Live Group. The firm is using Webhooks to integrate Marketo and Salesforce data. It allows them to capture lead data and provide valuable leads to the salespeople in real-time. The sales team then contacta the lead within a few minutes, offering a high-quality customer experience.

“The ability to manage lead flow in real time has allowed us to onboard more partners, so we’ve been able to grow the Live capital business at a rapid rate,” says Sam Edmond - Digital Marketing Manager, Live group. “We expect that business to grow 200% in the next fiscal year. In addition, the two-way API has given us faster access to partner data. That data improves our lead flow process and provides feedback into our campaigns so we can optimise ROI.”

Live Group’s total business grew to 24% ever since the first contact with Marketo Webhooks, and they are expecting the captial to grow by 200% or more by the next fiscal year. So, now that we have established how useful these webhooks can be, how can one go about integrating them with their services? Let’s take you through the step-by-step process.

Steps to Create Your First Marketo Webhook

Following are the steps to create a Webhook in Marketo and gain benefits from third-party web services:

1. Visit the Admin panel in your Marketo account. Find Integration on the left-hand side and expand it. Click on Webhooks.
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2. Click on New Webhook.
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3. Give a name to your new Webhook and configure it. You must ensure that the Webhook Name resembles with the characters. For example, Converted Lead should be CL, and the Wrong Number should be WN.
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a) URL: Enter the Webhooks URL along with the unique API Key, right after ‘APIKey=’
b) For entering a token (like an email address) in your request, click on Insert Token.
c) For transmitting the information in the body of the POST, insert the template in the Template field. Make sure to use the data format that supports HTTP POST, like XML, JSON or SOAP.
d) In order to enter a token in the template, click on Insert Token.
e) The Request Token Encoding field is used in case the token values consist of special characters. You can request the format like JSON or Form/URL for encoding the token.
f) From the Response Type field, select the format of the response (JSON or XML) that will be received from the integrated service.

4. Click on Create.
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Congratulations! You have successfully created a webhook. You can now integrate Marketo with the platforms and systems of your choice.

Wrapping Up

Businesses all over the world have started noticing and using webhooks to integrate third-party services and platforms to make the most out of their investment in marketing and sales. The webhooks help marketers to send lead data to CRM or analytics solutions, trigger provisioning of trial account for a product, retrieve an image URL of an invoice and send it to a customer, retrieve electronic gift cards, and more. By following a number of easy steps, you can easily integrate your favourite platforms with Marketo.


Which third-party platform are you looking to integrate using Marketo webhooks?

Need help with the integration? Look no more, for we have the right experts for you!