Dallas Marketo User group meeting on webhooks, APIs to other applications.

1. © 2015 Marketo, Inc. Marketo Proprietary and Confidential
Hooking up with Hot Apps
Speaker: Ryan Vong, CEO, Digital Pi
Dallas Marketo User Group (D-MUG) Meeting
August 27, 2015

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© 2015 Marketo, Inc. Marketo Proprietary and Confidential
Agenda
• Intros
• Announcements
• Types of Integration
• Samples & Demo
• Floodlights/Q&A

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© 2015 Marketo, Inc. Marketo Proprietary and Confidential
MARKETO USER GROUP LEADERS
• Karen Sesona, Tyler Technologies
• Senior Manager, Marketing Ops/Campaign Mgmt.
• 214-402-6504 cell | karen.sesona@tylertech.com
• www.linkedin.com/in/karensprofile/ | @karenses
• Ryan Vong, Digital Pi
• President & CEO
• 408.202.5184 | ryan@digital-pi.net
• www.linkedin.com/in/ryanvong | @RyanVong
• Venus Wills, Everest Group
• Senior MarCom Manager
• 469-358-1360 | venus.wills@everestgrp.com
• www.linkedin.com/in/venuswills | @venusw

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© 2015 Marketo, Inc. Marketo Proprietary and Confidential
BIG THANKS TO OUR HOST
• Mark Handy, Sr. Principal, Business Systems
Analyst, Mark.Handy@ca.com
• www.linkedin.com/in/mhandy
• Danni Holleran, Marketing Automation &
Technology Analyst, Danielle.Holleran@ca.com
• www.linkedin.com/in/danniholl

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© 2015 Marketo, Inc. Marketo Proprietary and Confidential
SPEAKER TODAY
About Speaker
Ryan Vong, Digital Pi
President & CEO
408.202.5184 | ryan@digital-pi.net
www.linkedin.com/in/ryanvong
@RyanVong
(Marketo Certified Expert)
Digital Pi is a group of like-minded digital
marketing experts focused on helping
companies get rapid, meaningful value
from marketing automation and related
digital marketing technologies.
Marketo API’s — Hooking Up
With Hot Apps
[Preso + Demo] There’s a
mountain of data sitting in your
Marketo instance aching to get out.
Introduce your Marketo to external
apps and experience the incredible
things these apps can do when
connected together. Marketo’s
APIs and webhooks open Marketo
up to a myriad of applications and
solve some of your most pressing
data challenges.

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© 2015 Marketo, Inc. Marketo Proprietary and Confidential
• Webhooks:
•Track Unsubscribed accounts in Google Apps
•Launchpoint Apps
•Synchronize custom trial user’s progress to Marketo
• API:
• Synchronize custom application data to Marketo in realtime (New Leads,
Unsubscribes, custom fields)
• Request email campaign with custom token data
• Pull lead activity records from Marketo for visualization
Integration Scenarios We Will Demonstrate

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© 2015 Marketo, Inc. Marketo Proprietary and Confidential
Why Integrate?
1. Eliminate repetitive manual tasks
(save time / reduce errors)
2. Create more effective and targeted Marketing
campaigns
3. Aggregate data from multiple applications for better
analysis

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© 2015 Marketo, Inc. Marketo Proprietary and Confidential
Integration Options
When to use
Native CRM and
Launchpoint
Apps
Best option if it exists and meets your
needs
List Import Ad-hoc and one time data load
Marketo Form Need a UI for self-serve update
Webhook Push/pull originating from Marketo
API Push/pull originating from External
Application. Custom data
transformation.

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© 2015 Marketo, Inc. Marketo Proprietary and Confidential
Sample Marketecture

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© 2015 Marketo, Inc. Marketo Proprietary and Confidential
Webhook: Overview
• Initiated from Marketo
Campaign
• Can…
• push Marketo data
• pull external data

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© 2015 Marketo, Inc. Marketo Proprietary and Confidential
Configure a Webook in Marketo
Define
Webhook
URL: endpoint
Template: define how
data is formatted
Token Encoding
Response Type:
- JSON
- Form/URL
- None
Define trigger
Use “Call Webhook” Flow
Map Response
Set which fields the response should
update
1 2
3

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© 2015 Marketo, Inc. Marketo Proprietary and Confidential
• REST or SOAP? REST - unless you have a specific SOAP
requirement.
• Functionality is not 100% common
ex: no REST equivalent of SOAP syncMObjects to update programs/opportunity
(see http://developers.marketo.com/)
API: Overview

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© 2015 Marketo, Inc. Marketo Proprietary and Confidential
API: Set Up
Define Marketo
API Role
1
Assign API Role
to a dedicated API User
2 Create a “custom”
Launchpoint Service
with API User
3
api@myapp.com
A9xxxxxxxxxxxxxxxxxxxxxxxF71
B3xxxxxxxxxxxxxxxxxxxxxxc59
api@myapp.com
View Details
get API Client ID
and Key
4

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© 2015 Marketo, Inc. Marketo Proprietary and Confidential
Easy to Experiment with Rest
• Copy “Access Token”
from Marketo UI
• Enter REST request
into Browser address
bar
• Get Results
https://<server>/rest/v1/leads.json?
filterType=email&filterValues=peter@koalabank.com
&access_token=<val>

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© 2015 Marketo, Inc. Marketo Proprietary and Confidential
Sample REST Function
Langue: Go
Most of the work is done in
the .Request method

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© 2015 Marketo, Inc. Marketo Proprietary and Confidential
Demo: Push Marketo data to
Google Docs with a Webhook
1. Create a Google Form
2. Find Form URL and
input names
3. Configure Webhook
URL:
https://docs.google.com/<xxx...
xx>formResponse
Request Type: POST
Template: entry.<xxx>={{lead.Full
Name:default=anon}}&entry.<zzzz
>={{lead.Email Address}}
Token Encoding: Form/URL

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© 2015 Marketo, Inc. Marketo Proprietary and Confidential
Demo: Synch Trial User status to
Marketo
A company has an cloud service
where visitors can sign up for a free
trial. They want to synch
information from their application
into Marketo so marketing programs
have visibility on what the lead is
doing in their trial.

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© 2015 Marketo, Inc. Marketo Proprietary and Confidential
Demo: New Lead / Unsubscribe via API
https://<server>/rest/v1/leads.json?access_token=<xxx>

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© 2015 Marketo, Inc. Marketo Proprietary and Confidential
Demo: API to request Email Campaign
with custom token data
$ requestCampaign 1004101 "Your user id is 8938393"
Request Campaign for 1004101
MktoConnection.getAuthToken()
token expired....
https://666-QLD-
841.mktorest.com/identity/oauth/token?grant_type=client_credentials&client_id=f014...0c&client_
secret=s2g4...s43
Calling URL: https://666-QLD-
841.mktorest.com/rest/v1/campaigns/1385/trigger.json?access_token=c14a95b2-0c54-402a-
9868-d64120ab57f6:sj{"requestId":"53a9#14c4574eda3","result":[{"id":1385}],"success":true}
<nil>

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© 2015 Marketo, Inc. Marketo Proprietary and Confidential
Demo: Retrieve Activity for Analysis

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© 2015 Marketo, Inc. Marketo Proprietary and Confidential
Demo: Retrieve Activity for Analysis

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© 2015 Marketo, Inc. Marketo Proprietary and Confidential
Take Aways
• Marketo provides multiple Integration options to
1. Save time and reduce manual errors
2. Create more effective and targeted Marketing campaigns
3. Aggregate data from multiple applications for better analysis
• Get Creative!
• Once you get started you see integration potential everywhere
• Where there is a will there is a way…usually

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© 2015 Marketo, Inc. Marketo Proprietary and Confidential
INTRODUCTIONS (raise hand if…
How many of you…
• …became a Marketo client in the last 6-12 months?
• …have Marketo integrated with Salesforce?
• …are in the B2B space? …in the B2C space?
• …are going to Dreamforce next month?
• Do you have any specific questions you want answered
today?

24. © 2015 Marketo, Inc. Marketo Proprietary and Confidential
Floodlights / Q&A
Top Issues
1. …
2. …

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© 2015 Marketo, Inc. Marketo Proprietary and Confidential
UPCOMING MEETINGS (Mark Your Calendar)
Next Meeting >> October 22 from 3-5pm
• Location: Protiviti, 13727 Noel Road #800, Dallas, TX 75240 (Galleria area)
• Speaker: Lean Data’s CMO & Demand Gen’s Solutions Consultant
• Topic: Account Based Marketing
• Agenda: Account Based Overview : Nurture strategy for ABM : Engagement
program tips/tricks : and more juicy content… (possible Happy Hour after)
• TBD? Marketo Holiday Happy Hour @ Kona Grill, Parker & Tollway, Plano TX
• Targeting December 10 – any interest?
• 2016 Dates: Feb 25, April 28, June 23, Aug 25, Oct 27 (Dec TBD)
• 4th Thurs every other month from 3-5pm. Please share topic ideas, volunteer to host or
present… email: karen.sesona@tylertech.com

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© 2015 Marketo, Inc. Marketo Proprietary and Confidential
CONNECT ONLINE
• Recent changes -- no more LinkedIn,
no more emails… for updates on user
meetings and more visit…
• The Marketo Community:
https://nation.marketo.com
*Certification Program Available.
• Our local Marketo Blog:
https://mapdfw.wordpress.com
(follow blog to receive email updates)
• Tweet the group's hash tag: #DMUG
• The Resource Center on Marketo’s
web site is a great resource for cheat
sheets, e-books, best practice guides,
live webinars and more.
http://www.marketo.com/resources

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© 2015 Marketo, Inc. Marketo Proprietary and Confidential
INDUSTRY EVENTS
• Digital Summit Dallas 2015
• Local Digital Marketing Event
• December 8-9, 2015
• Irving, TX (Irving Convention Center)
• http://digitalsummitdallas.com/
• Dreamforce 2015
• Annual Salesforce User Conference
• September 15-18, 2015
• San Francisco, CA
• www.salesforce.com/dreamforce/DF15/
• Marketo Summit 2016
• Annual Marketo User Conference
• May 9-12, 2016
• Las Vegas, NV
• http://events.marketo.com/summit/2016/
• Sirius Decisions Summit 2016
• B2B Sales & Marketing Automation and
Alignment
• May 24-27, 2016
• Nashville, TN (Gaylord Opryland)
• www.siriusdecisions.com/Events/Summit/
2016-Summit

28. © 2015 Marketo, Inc. Marketo Proprietary and Confidential
Thank you!
Questions, comments or suggestions for our next meeting,
please send to:
Ryan Vong – ryan@digitalpi.com | @ryanvong
Karen Sesona – karen.sesona@tylertech.com | @karenses
Venus Wills – venus.wills@everstgrp.com | @venusw