Marketo web hook guide

Marketo Web Hooks

What are Marketo web hooks?

Way to Hookup Marketo flow with

Third Party

Web Services

Using HTTP GET or POST to push or receive data from external Web Services

Can use JSON or

XML format to receive data from external Web Services

Use any language to create external Web Services.

PHP, C#, Java, Perl,

Node.js etc.

Why use web hooks?

Use web hooks when you need functionality that is not available within Marketo, Like,

Dear peTER,Thank you for filling out the form. Here is your copy of the whitepaper you requested…..

What’s wrong with this email?

• Does this comment sounds familiar?• "We capture leads from variety of

sources, web forms, list buys, trade shows etc. In many cases, we have noticed lead's name is not in the proper case. Due to that we can not address them by name in our emails.“

• “When a lead completes a Marketo form with all lowercase letters, or all caps, can Marketo fix that? • For instance, for a first name like

"peter" or “PETER” or “peTer”, • Marketo flow should

automatically correct it to "Peter" 

•How?• Create ( code) a web service that

accepts first name as input and returns first name in the proper case, in JSON format.

• Setup a web hook in Marketo to use this external web service. And call it in smart campaigns as needed.

•But I’m not a developer. I do not code. Does that mean I can not use web hooks then?

• You can use a web hook library like this one. No coding needed here.

"Can we add personalized

QR code • to RSVP confirmation emails that would act as tickets?”

• Create a web service that accepts text value as input, constructs QR code and returns it in JSON format.• Setup a web hook in Marketo to

use this external web service. And use it.• You can do it in 10 minutes

• “We're running a promotion at a trade show, where booth visitors have to fill out a Marketo form in order to get $200 off a purchase. When the form is filled out, we want to auto generate a unique promo code in Marketo and send out an email to that person with the promo details and the unique promotion code for that person."

• Create a web service that generates an unique code and returns in JSON format. You might need to hire a programmer. • Setup a web hook in Marketo to

use this external web service. And call it in smart campaigns as needed.

• Or • use this one that is ready to use.

• “Is there a way in Marketo to localize date tokens based on country or language?”

• For example,• Lead with English locale should receive

email containing words like, • The offer is valid until Feb 12, 2016.• While lead in Germany should receive

email containing words like,• The offer is valid until 12. Februar 2016.

• Create a web service that accepts date field, lead’s locale or country and returns the date in localized format. • Setup a web hook in Marketo to use

this external web service. And call it in smart campaigns as needed.• Or• Use this hook from BrightHooks.com

Or use a webhook When you need to look up data from external systems

Or When you want to make decisions in your Marketo flow based on data that is NOT in Marketo.

Or even,When you need to trigger an action / send data to external system when something happens in Marketo

How about, When you want to combine / transform / summarize data that is not natively possible to do in Marketo

Several other uses…Real life examples at BrightHooks.com

How to use?Marketo Admin sets up Marketo webhook.

Add to any smart campaign as a ‘Call web hook’ flow step

Only available in Triggered smart campaigns. NOT for batch campaigns

Author: Rajesh TaleleMarketo Champion – 2016BrightHooks.com