B2B Intent Data - storage.googleapis.com · - Lists - Alerts Create the List “Data Enrichment” by right-clicking the 180byTwo Program • Click “New Local Asset”, then “List”

180byTwo | @180byTwo

The Truth in Intent

INTEGRATION GUIDE

B2B Intent Datafor


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What You’ll Need

Admin permission to yourMarketo account

Marketo license that includes‘Custom Objects’

Contents

Why eCHO? 3

I. Creating a Role 4

II. Set Permissions as “API only” 5

III. Create LaunchPoint Service 6

IV. Gather REST API Info 7

V. Create a Webhook 8

VI. Creating a Custom Object 10

VII. Custom Object Fields 11

VIII. Create Custom Fields “Bonus Features” 13

IX. Create 180byTwo Program 14

X. Using eCHO in Smart Campaigns 17

Questions and Support 20


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180byTwo’s proprietary technology ingests more than 50 billion daily web signals,

storing more than half a million keywords, along with 20 billion daily location

signals on 220 plus million people ranking and scoring more than 2.5 million US

companies to find the right target accounts and contacts.

eCHO utilizes billions of streaming signals, natural language processing, pattern

recognition, combined with one of the industries most comprehensive compiled

business listing databases alongside advanced predictive analytics driven by

machines; allowing customers to identify accounts at the decision making unit

level, at the right time and location where the likelihood to close is the highest,

on the largest deals and with the shortest sales cycle.

Marketing and Sales teams leveraging this solution will be able to identify and

target customer and prospect accounts when they are most interested in the

products and services they offer. eCHO addresses a major pain point marketing

and sales teams have struggled with -- identifying accounts, gaining actionable

marketing, sales, and competitive insights; and activating them seamlessly across

channels. eCHO is the industries first cross channel B2B Intent solution designed

specifically to unify sales and marketing teams efforts as they strive to drive

greater returns through Account Based Marketing (ABM) programs.

Why eCHO?


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Preparing Marketo to Receive eCHO B2B Intent Data

I. Creating a Role

Step 1

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Step 4

Step 5

Create a new role for 180byTwo for permissioning.

Log into your Marketo account and click on the Admin menu at the top of the page.

• On the sidebar menu, under “Security”, click “Users & Roles”

• Go to the Roles tab

• Click “New Role”

Enter the following details:

Role Name: 180byTwo eCHO B2B IntentDescription: 180byTwo eCHO B2B Intent

Expand “Access API” node in the permissions tree

Check “Access API”

Click “Create”


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II. Set Permissions as “API only”

Step 1

Step 2

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Step 4

We need your permission to send you data.


Email: [email protected]

First Name: 180byTwo

Last Name: eCHO

Reason: API only user for 180byTwo eCHO data integration

Access Expires: Never

Select Roles > 180byTwo User

Set “Permissions” as “API Only”

Click “Send” and 180byTwo will be added as a user and displayed in the “Users and Roles” listing.


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III. Create LaunchPoint Service

Step 1

Step 2

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Now that permissions are setup, let’s create the Launchpoint service for eCHO. *This information is required to connect eCHO B2B Intent data to your account.

Log into your Marketo account and click on the Admin menu at the top of the page.

• On the sidebar menu, under “Integration”, click “Launchpoint”.

• Click “New”


Display Name: 180byTwo eCHO APIService: CustomDescription: 180byTwo eCHO APIAPI Only User: Select your organizations” unique email address provided by 180byTwo Account Team

Click “Create” and “180byTwo eCHO” will be added to LaunchPoint and displayed in the “Installed Services” listing.

Click on “View Details” of the listing.

• Copy the “Client ID” and “Client Secret” values. This information is required to connect eCHO B2B Intent data to your account.


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IV. Gather REST API info

Step 1

Step 2

Step 3

Gathering Rest API details helps us authenticate your Marketo account.

Use the following sample email as a guide.

Log in to your Marketo account and click on the Admin menu at the top of the page.

• On the sidebar menu, under “Integration”, click “Web Services”.

Scroll down to the section“REST API” (located at the bottom of the page).

• Copy the “Endpoint” and “Identity” values. This information is also required to connect eCHO B2B Intent data to your account.

Once you have all these credentials, send them to [email protected]. The email should contain the following: - Contact Information for your company - Contact Information for the contact whom we should send updates - Credentials: - Client ID (Page 6) - Client Secret (Page 6) - REST endpoint (Page 7) - REST Identity (Page 7)

mailto:marketo%40180bytwo.com.?subject=


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V. Create a Webhook

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Create the Webhook so you can enrich your data with eCHO B2B Intent on your terms!

Click on the Admin menu at the top of the page.

• Click “Webhooks”

Click “New Webhook” and include the following details:

1. Webhook Name: 180byTwo eCHO

2. Enter the following Marketo URL:https://api3.180bytwo.com/api/marketo/submit-Job?leadId={{lead.Id}}&name={{company.Company Name}}&companyStreet={{company.Billing Address}}&-companyCity={{company.Billing City}}&companyState={{-company.Billing State}}&companyZipCode={{company.Billing Postal Code}}&companyCountry={{company.Billing Country}}&leadAddress={{lead.Address}}&lead-City={{lead.City}}&leadState={{lead.State}}&leadZip-Code={{lead.Postal Code}}&leadCountry={{lead.Coun-try}}&email={{lead.Email Address}}&website={{company.Website}}&mobilePhone={{lead.Mobile Phone Num-ber}}&phone={{lead.phone}}&echoTopicVelocity=PLACE-HOLDER*

3. Choose “GET” as Request type

4. Choose “JSON” for “Response type”

5. Save

Open “Webhook Action” Scroll down to “set custom header”. Click.

• Within the “Set Custom Header” window, “Add” the following:

continued on next page


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Header: Content-type Value: application/json

Header: marketo-api Value: *API Key* *Your API key will be given to you once you email the appropriate credentials to [email protected]

Header: market-munchkinValue: *munchkin ID* *Steps for finding your munchkin ID below

Step 1 Find your Munchkin ID. First, go to the “Admin” page. Under the integration, click “Munchkin”

Step 2 Here you will find your munchkin ID. Save this ID. You will need it to create your webhook.

Step 4

Create a Webhook continued...


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VI. Creating a Custom Object

Step 1

Step 2

Step 3

Create a Custom Object so that you can fully utilize eCHO B2B Intent in Marketo.

Log into your Marketo account and click on the “Admin” menu at the top of the page.

• On the sidebar menu, under “Database Management”, click “Marketo Custom Objects”

• Click “New Custom Object”


Display Name: 180byTwo eCHOAPI Name: 180byTwoECHO_cPlural Name: 180byTwo eCHOsDescription: 180byTwo eCHO Intent dataShow in Person ShowDetails:

Click “Save” and “180byTwo eCHO” will be added to the “Marketo Custom Objects” sidebar.


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*Note: This info is only required for

the “leadId” field.

*Note: See next page for details

VII. Custom Object Fields

Step 1

Step 2

Step 3

Step 4

Setup the Custom Object fields to receive eCHO attributes on your CRM data.

Log into your Marketo account and click on the “Admin” menu at the top of the page.

• On the sidebar menu, under “Database Management”, click “Marketo Custom Objects”.

• On the right-hand sidebar find and click on “180byTwo eCHO, click onto the “Fields” tab.

• Click “New Field”

Enter the following details to create the “leadId” field:

Display Name: leadId API Name: leadId Description: Optional Data Type: link*Link Object: Person*Link Field: Id*Dedupe Field: Yes

Click “Save” and the “leadId” will be added to the “Fields” display listing.

Repeat the above “New Field” process for all fields outlined in the table on the next page.

Continued on next page


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To receive all the great insights eCHO provides you’ll need to add all fields below “Table 1” to the Custom Object you just created. *For further description on what these fields represent, see Appendix A

*Display Names are case sensitive. Please, type the display names as they appear in the guide.

Custom Object Fileds continued...

Step 5 Finally, you’ll need to approve the Custom Object. Just select the 180byTwo eCHO Custom Object > Go to the top bar > Hover of custom object actions > Select, “Approve Custom Object” and you’re done!


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VIII. Create Custom Fields “Bonus Features”

Step 1

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Step 3

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Step 5

To receive complimentary firmographic data from 180byTwo’s Xplorer solution and eCHO’s Topic Velocity you’ll need to create the additional fields below “Table 2”.

Additional attributes included with the complimentary Xplorer enrichment are below. These fields are native to Marketo and do not need to be created.

Table 1

Go to Admin and click Field Management.

Click New Custom Field.

Choose the field Type. This will change how it is rendered in smart lists and forms in Marketo.

Enter each field name seen in the Table 2 (below). The API Name is automatically generated. It cannot berenamed once set

• Click Create when done.

Repeat steps 1-4 for both of the custom fields below.


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IX. Create 180byTwo Program

Step 1

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Step 6

The program is used to trigger the 180byTwo eCHO Webhook you already created. Below is just an example of how to use a program to leverage eCHO B2B Intent data to get you going.

At the Marketo home page, Click “Marketing Activities”

Create a 180byTwo Program under the “Operational” folder named “180byTwo” or “180byTwo eCHO”by Right-Clicking the folder and filling out “Name:”.

• Click “Create”

Create the following sub-folders by right-clicking the 180byTwo Program: - Smart Campaigns - Lists - Alerts

Create the List “Data Enrichment” by right-clicking the 180byTwo Program

• Click “New Local Asset”, then “List”.

• Name the List, “Data Enrichment”.

Drag and drop the “Data Enrichment” List into the “Lists” folder you created in Step 3.

• Create Smart Campaigns to activate 180byTwo eCHO B2B Intent:

Right-click 180byTwo Program, choose “New Smart Campaign”. Name the new “01 – Add to List”. Save

• Drag and drop “01 – Add to List” into the “Smart Campaigns” folder.

• *Repeat for two more Smart Campaigns “02 - Call Webhook” and “03 – Send Alert”



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Step 7 Create Smart List and Flows for each Smart Campaign.

7a “01 – Add to List” i. Go to “Smart List” tab ii Search for company filter “Company Name” this will automatically pass all leads associated with the companies through the Webhook *You can use any filter or trigger here you like*

iii Now, go to the “Flow” tab

iv Search “add to list” and select the list name, “180byTwo.Data Enrichment” 7b “02 – Call Webhook”

i. Go to “Smart List” tab

ii Search for Trigger, “Added to List”. In the first dropdown, select “is”. For the second dropdown, select “180byTwo.Data Enrichment” iii Now, go to the “Flow” tab

iv Search “call webhook” and select the webhook “180byTwo eCHO”

v. Go to the “Schedule Tab”and activate the campaign. 7c “03 – Send Alert”

i. Go to “Smart List” tab

ii Search for Trigger, “Data Value Changes”. For Attribute, select “eCHO Code”. Then, click “Add Contraint”. For the first dropdown, select “is”. For the second dropdown, select “200”. iii Now, go to the “Flow” tab

iv Search for Marketing feature, “Send Alert”. Include any email you want to receive alerts.

Create 180byTwo Program continued...



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Step 8

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Step 13

Once the program is configured, you can run the program. Click the Smart Campaign “01 – Add To List”and go to the Schedule Tab.

Click run once and all of your leads associated with the company you selected in Step 7a will be enrichedusing the 180byTwo eCHO webhook.

To view the results of the eCHO enrichment, click “03 – Call Webhook” and find the results tab.Here, you can see the “Activity Type” is “Call Webhook” which means the lead was sent to the API. *Not all results will be accessible at this point.

By clicking on a row, you can verify that data was sent. In the URL, you should see the data of the lead being sent for us to match against.

To view the eCHO B2B Intent Data, click on the lead’s name. Here you can see the enriched custom fields,Company Info, and Custom Objects.

To view the eCHO B2B Intent Data, click the “Custom Objects” tab. Here you can scroll and view all of the topics associated with the lead’s company along with their intent scores.

Create 180byTwo Program continued...


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X. Using eCHO in Smart Campaigns

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There are several ways to use eCHO in your Smart Campaigns. To get you going we’ve outlined a few great examples below using filters and triggers.

Create any Smart Campaign and open the “Smart List” tab.

To use eCHO custom fields as filters, simply type eCHO into the field search-bar. All of the eCHO custom fields will be displayed under “Person Attributes”

Now you may drag and drop any field into your Smart List. Drag and drop “Echo Industry”, to create the first Smart List filter.

Use the dropdown menus to choose the values you want applied to each filter. Here, we choose where industry is Restaurants.

Drag and Drop “Has 180byTwo eCHO” to the Smart List.

There are different ways to use custom objects in Smart Lists. Type “180byTwo eCHO” in the search-bar. You will see options for the eCHO custom object.

Using custom object fields


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Step 1

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Step 4

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Step 2

Step 3

Drag and Drop “Was Added to 180byTwo eCHO”.

To use the Main Category, Sub Category, Topic and Score click, “Add Constraint”.

Clicking “Add Constraint” will queue a dropdown menu with the eCHO B2B Intent fields. Choose the field you want to use as a filter. We will choose “Topic” here.

Adding a constraint allows you to choose what Topic you want to filter on via dropdown. Also you can choose how you would like to filter on the Topic. In this example, we selected where “Topic IS Lab Automation”

Drag and Drop “Was Added to 180byTwo eCHO”

Select desired values for “Date of Activity”


Using the “Has 180byTwo eCHO” batch filter

Using the “Was added to 180byTwo eCHO” batch filter


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Step 1

Step 2

Drag and Drop “Added to 180byTwo eCHO”


Using the “Added to 180byTwo eCHO” Trigger

Success!

Thanks for following along the eCHO Integration guide for Marketo. If you’ve completed all the steps above and you’re still having trouble, just give us a shout at [email protected] and we’ll give you a hand.

The steps above show how to use eCHO filters and eCHO custom Objects in your Smart Lists for Smart Campaigns. The flow depends on the campaign and your preference.

mailto:marketo%40180bytwo.com?subject=


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Questions and [email protected]

Appendix A

eCHO Main Category: This is Main Category for the eCHO Topic “Highest Level” that Company has shown interest in.

eCHO Sub Category: This is the Sub Category for the eCHO Topic “Second Highest Level” that Company has shown interest in.

eCHO Topic : This is the Topic that Company has shown interest in. The Main and Sub Categories are used to group Topics.

eCHO Score : This is a model Score given to Contact/Company based on their interest level for the particular Topic. A Score of 0 indicates the lowest level of interest and a score of 100 indicates the highest level of interest.

eCHO Topic Velocity : This is the number of Topics the Contact/Company is interest in within a Sub Category. For example, a Company with a larger Velocity value like 10 for Networking would suggest they are in-market for Networking solutions.

eCHO Record Type: A record type of D “Deterministic” indicates that the eCHO intent data assigned is known or observed, and a record type of P “Probabilistic” indicates that eCHO intent data that was assigned is based upon a model.

mailto:marketo%40180bytwo.com?subject=

Documents

B2B Intent Data - storage.googleapis.com · - Lists - Alerts Create the List “Data Enrichment” by right-clicking the 180byTwo Program • Click “New Local Asset”, then “List”