Marketo Summit 2014 Fun with Webhooks

Fun with Webhooks

Josh PerryMarketing Automation Manager, Yokogawa

Steve SusinaMarketing DirectorLYONSCG

© 2014 Marketo, Inc. #mktgnation14

Challenge of Multiple Databases


Export / Import Hell


Database Environment Before Marketo

Subscriber Manageme

nt

AccessManageme

nt

Newsletter Distribution

Sales CRM


Database Alignment – After Marketo Deployment

Advantage (Subscriber Manageme

nt)

Clickshare(Access

Management)

Cheetahmail

(Newsletter Distribution

)

MarketoLead

Generation

As we started to collect data in Marketo, how do we update other systems?


Well . . . without resorting to this!


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


Access through the Admin page


Click displays your webhook inventory


Creating / Editing a Webhook


Easy. Just one question. . .

What the Heck goes here?





Key to using Marketo Webhooks: Understanding a POST URL

https://www.heresaurl.com?thismeans=somet hing&thatmeans=somethingelse&ihavenoidea=whatthismeans• 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

http://www.URL.com?thismeans=something&thatmeans=somethingelse&ihavenoidea=whatthismeans




Example: Registration Form


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!


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!


Remember my database collection?


nt)

Clickshare(Access

Management)

Cheetahmail


)

MarketoLead

Generation


And to do that, I use a POST URL


nt)

Clickshare(Access

Management)

Cheetahmail


)

MarketoLead

GenerationThe Clickshare URL:https://home.businessinsurance.com/clickshare/changeServicesAdd.do?selection.DailyNewsletter=Y&[email protected]&submit=1&CSParamsToPassNames=CSParamsToPassNames


Break it down

https://home.businessinsurance.com/clickshare/changeServicesAdd.do?selection.DailyNewsletter=Y&[email protected]&submit=1&CSParamsToPassNames=CSParamsToPassNames


Substitute Tokens

https://home.businessinsurance.com/clickshare/changeServicesAdd.do?selection.DailyNewsletter=Y&addAcct.email={{lead.Email Address}}&submit=1&fname={{lead.First Name}}&lname={{lead.Last Name}}


Put it back together

https://home.businessinsurance.com/clickshare/changeServicesAdd.do?selection.DailyNewsletter=Y&addAcct.email={{lead.Email Address}}&submit=1&fname={{lead.First Name}}&lname={{lead.Last Name}}


Insert into the “New Webhook” form in Marketo


Then call with a Smart Campaign

Examples / Use Cases


Personal Experiences with WebhooksPre-2012


Duplicates

Marketo uses e-mail address as the unique identifier.

[email protected]@[email protected] } To Marketo these are

the same people

Problems:Inaccurate ScoringMultiple Emails Sent to the Same Person Increased Marketo Cost

mailto:[email protected]




Solution

API

Thousands of $$ a Month


Post 2012

• Step by Step Guide: (Sent to You by RingLead)• Step by Step Video: http://bit.ly/1jyRFzW

http://bit.ly/1jyRFzW

http://bit.ly/1jyRFzW

Use Case #2 – Bad Characters


The Problem

• First Name or Last Name• jOSH• PERRY

Josh Perry


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

Use Case #3 – Hooking up to Channel Partners (Currently Evaluating and Testing)


Traditional Lead Management

Inquiry AQL

Rejected

Accepted (MQL)

Passed to Lead Qualifier

Passed to Sales

Rejected Rejected

Qualified Opportunit

y (SQL)

Sales Talks to the Lead

Accepted (SAL)

Worked by

Sales

Closed Lost

Closed Won

Lead Tracking Breaks Down


Options

• Have Reps Provide Feedback via – • Emails• Paper Forms• Calls with Regional Sales Managers• Marketo Forms

• Third Party Solution


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


Step 1: Create the Webhook


Step 2: Create or Identify Forms


3. Create the Workflow to Call the Webhook


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


Lead Distribution Report

Other Cool Webhooks


Other Webhook Applications

1. Data EnrichmentField Information

First Name Bill

Last Name Gates

Email Address

[email protected]

Company Microsoft

Phone 208-359-8123

3rd Party

Field Information

First Name Bill

Last Name Gates

Email Address [email protected]

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






2. SMS (Short Message Service) Messaging

Marketo

Command!

First Name

Last Name

Mobile #

POST

3rd Party Service



3. Trials – Crunchbase API4. Reporting/Dashboard Products5. Call Tracking – LogMyCalls6. Direct Mail – DirectMailManager7. Klout Score8. Gift Card Fulfilment - Giftango


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!


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

http://www.marketo.com/webinars/theres-a-webhook-for-that/

http://www.marketo.com/webinars/theres-a-webhook-for-that/

http://developers.marketo.com/documentation/webhooks/

http://www.ringlead.com/MarketoWebhooks

Thank You!

Marketo Summit 2014 Fun with Webhooks

Marketing

Transcript of Marketo Summit 2014 Fun with Webhooks