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© 2015 Marketo, Inc. Marketo Proprietary and Confidential
Hooking up with Hot AppsSpeaker: Ryan Vong, CEO, Digital Pi
Dallas Marketo User Group (D-MUG) Meeting August 27, 2015
Page 2© 2015 Marketo, Inc. Marketo Proprietary and Confidential
Agenda
• Intros• Announcements • Types of Integration • Samples & Demo• Floodlights/Q&A
Page 3© 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 | [email protected] • www.linkedin.com/in/karensprofile/ | @karenses
• Ryan Vong, Digital Pi• President & CEO • 408.202.5184 | [email protected]• www.linkedin.com/in/ryanvong | @RyanVong
• Venus Wills, Everest Group• Senior MarCom Manager• 469-358-1360 | [email protected] • www.linkedin.com/in/venuswills | @venusw
Page 4© 2015 Marketo, Inc. Marketo Proprietary and Confidential
BIG THANKS TO OUR HOST
• Mark Handy, Sr. Principal, Business Systems Analyst, [email protected]
• www.linkedin.com/in/mhandy
• Danni Holleran, Marketing Automation & Technology Analyst, [email protected]
• www.linkedin.com/in/danniholl
Page 5© 2015 Marketo, Inc. Marketo Proprietary and Confidential
SPEAKER TODAYAbout Speaker
Ryan Vong, Digital PiPresident & CEO 408.202.5184 | [email protected]/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.
Page 6© 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
Page 7© 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
Page 8© 2015 Marketo, Inc. Marketo Proprietary and Confidential
Integration OptionsWhen 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.
Page 9© 2015 Marketo, Inc. Marketo Proprietary and Confidential
Sample Marketecture
Page 10© 2015 Marketo, Inc. Marketo Proprietary and Confidential
Webhook: Overview
• Initiated from Marketo Campaign
• Can…• push Marketo data• pull external data
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Configure a Webook in MarketoDefine
Webhook
URL: endpoint
Template: define how data is formatted
Token EncodingResponse 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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• REST or SOAP? REST - unless you have a specific SOAP requirement.
• Functionality is not 100% commonex: no REST equivalent of SOAP syncMObjects to update programs/opportunity
(see http://developers.marketo.com/)
API: Overview
Page 13© 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
A9xxxxxxxxxxxxxxxxxxxxxxxF71
B3xxxxxxxxxxxxxxxxxxxxxxc59
View Details get API Client ID and Key
4
Page 14© 2015 Marketo, Inc. Marketo Proprietary and Confidential
Easy to Experiment with Rest
• Copy “Access Token” from Marketo UI
• Enter REST requestinto Browser address bar
• Get Results
https://<server>/rest/v1/leads.json?filterType=email&[email protected]&access_token=<val>
Page 15© 2015 Marketo, Inc. Marketo Proprietary and Confidential
Sample REST Function
Langue: Go
Most of the work is done in the .Request method
Page 16© 2015 Marketo, Inc. Marketo Proprietary and Confidential
Demo: Push Marketo data to Google Docs with a Webhook
1. Create a Google Form2. Find Form URL and
input names3. 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
Page 17© 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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Demo: New Lead / Unsubscribe via API
https://<server>/rest/v1/leads.json?access_token=<xxx>
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Demo: API to request Email Campaign with custom token data
$ requestCampaign 1004101 "Your user id is 8938393"Request Campaign for 1004101MktoConnection.getAuthToken()token expired....https://666-QLD-841.mktorest.com/identity/oauth/token?grant_type=client_credentials&client_id=f014...0c&client_secret=s2g4...s43Calling 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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Demo: Retrieve Activity for Analysis
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Demo: Retrieve Activity for Analysis
Page 22© 2015 Marketo, Inc. Marketo Proprietary and Confidential
Take Aways
• Marketo provides multiple Integration options to1. Save time and reduce manual errors2. Create more effective and targeted Marketing campaigns3. 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
Page 23© 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?
© 2015 Marketo, Inc. Marketo Proprietary and Confidential
Floodlights / Q&ATop Issues
1. … 2. …
Page 25© 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: [email protected]
Page 26© 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
Page 27© 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
© 2015 Marketo, Inc. Marketo Proprietary and Confidential
Thank you!Questions, comments or suggestions for our next meeting, please send to:
Ryan Vong – [email protected] | @ryanvongKaren Sesona – [email protected] | @karensesVenus Wills – [email protected] | @venusw
