Are you using web hooks in Marketo? This presentation talks about what are webhooks in Marketo, What business problems you can solve, how to implement web hooks, some real life web hook examples, tips, tricks and technical details. It even have a pointer to an awesome web hook library you can use to build your first web hook in 10 minutes with no coding and no IT support. Marketo Webhook 101.

2. Marketo Web
Hooks

3. What are Marketo
web hooks?

4. Way to Hookup
Marketo flow with
Third Party
Web Services

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

6. Can use JSONor
XMLformat to receive
data from external Web
Services

7. Use any language to
create external Web Services.
PHP, C#, Java, Perl, Node.js
etc.

8. Why
use web hooks?

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

10. Dear peTER,
Thank you for filling out the form. Here is
your copy of the whitepaper you
requested…..
What’s wrong with this email?

11. • 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.“

12. • “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"

13. •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.

14. • 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.

15. "Can we add personalized QR
code
• to RSVP confirmation
emails that would act as
tickets?”

16. • 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

17. • “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."

18. • 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.

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

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

21. • 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.

22. • 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

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

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

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

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

27. Several other uses…
Real life examples at
BrightHooks.com

28. How to use?
Marketo Admin sets up
Marketo webhook.

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

30. Only available in Triggered
smart campaigns. NOT for
batch campaigns

31. Author: Rajesh Talele
Marketo Champion – 2016
BrightHooks.com