Adobe Marketo Engage Deep Dives: Using Webhooks to Transfer Data

Sometimes the whole rigmarole of getting an API created, tested, and deployed isn’t needed. Instead, you can self-serve with a webhook to execute a variety of data transfers into your CRM or other integrated systems. Join Darshil Shah and Josh Arrington to learn how to use this feature and propel yourself to efficiency quickly! Moderated by John Grundy

1. Adobe Marketo Engage Deep Dives Using Marketo Engage Webhooks for Data Transfer John Grundy, Darshil Shah, Josh Arrington April 2024

2. Know Your Speakers John Grundy Moderator Senior Manager Accenture John is a 2x Marketo Engage Champion, Marketo Architect, and certified in numerous Experience Cloud Applications. John enjoys using technology to make customer experiences a reality. Darshil Shah Speaker Senior Consultant Deloitte Darshil is 2x Marketo Engage Champion, Champion of the Year 2022, 2x Architect, 3x Expert, 2x SME, Adobe Experience Maker Awards Winner, Community Advisor. He loves integrating platforms using custom/native integration methods. Josh Arrington Speaker Partner & CMTO  Kapturall Josh is a Chief Marketing Technology officer with over 18 year of MarTech Experience. He b elieves that successful marketing is not just about sel ling products or services, but about creating a connection with your audience.

3. Agenda Introductions Housekeeping Webhooks vs API Basics of Webhooks Setup and Configuration Authentication Methods Marketing Automation Use Cases Pro Tips and Workarounds Technical Limitations Question and Answer

4. Adobe Marketo Engage User Group House Rules In order to ensure our MUGs stay user-focused and a safe space for members of the Marketing Nation to learn, network, and problem solve, we ask that all MUG attendees follow these rules: No self-promotion or pitching of any kind is permitted at MUG events Don’t contact people outside of the User Group without their consent If MUG members share their use case at the User Group, please don’t share that information without their consent

5. This MUG Meeting is being Recorded   To ensure that we are abiding by the MUG Code of Conduct, we are informing all user group attendees at the Deep Dives MUG meeting on 23 April 2024, 10:30 pm IST/1 pm ET, that this meeting will be recorded and posted on the MUG YouTube Channel to promote training, education, and future learning. If you do not wish to participate in a LIVE recorded session , please feel free to watch the recording at a later time, which will be linked after the meeting concludes, and send us any questions you may have to [email protected].  

6. Stay connected with our chapter! Sign up for Bevy – the new tool for Adobe Marketo Engage User Groups! Navigate to Adobe Deep Dive MUG Create an account using the email associated with your Adobe Marketo Engage Account Once you’ve joined the chapter you’ll receive notifications and reminders about new events that the chapter has posted!  1 2

7. Upcoming Opportunities for Chapter Members

8. Interested in becoming an Adobe Champion? Watch the recording: "How to Submit a Standout Adobe Champion Application"  This session covers:  Overview of Adobe Champion Program Program eligibility  Acts of advocacy to enhance your application  The application process Application timeline  Program benefits Watch the recording

9. Opportunity to share your input and help improve our learning content The Adobe Adoption and Retention Marketing team is conducting research to better understand how Marketing Practitioner users are learning to use Marketo Engage, what's working well, and what hurdles you may be facing. There are two ways to participate: Take a survey Schedule an informational interview

10. Upcoming User Group Meetings Calendar (North America) DATE MUG CHAPTER FORMAT TOPIC 04-23 Adobe Deep Dive MUG Virtual Meeting Using Webhooks to Transfer Data 04-24 Higher Education VMUG Virtual Meeting Translate Geek-Speak to CMO-Speak 04-25 Portland MUG Virtual Meeting Insights for Marketing Automation Excellence: Adobe Summit Recap for Marketo Engage 04-25 St Louis MUG Virtual Meeting  Breath, Brain, and Beyond: A Holistic Approach to Peak Performance 04-26 Portland MUG In-person Meeting Insights for Marketing Automation Excellence: Adobe Summit Recap for Marketo Engage 04-30 Pheonix MUG Virtual Meeting [Deep Dive] Uncovering Marketo's Target Account Management 05-09 Champion Office Hours MUG Virtual Meeting May 2024 – Marketo Champion Office Hours RSVP Here:

11. Upcoming User Group Meetings Calendar (International) DATE MUG CHAPTER FORMAT TOPIC 04-22 Japan - Marketo Foundation MUG In Person Meeting あなたはどんなマーケターになりたい？ B2B マーケターとしてのキャリアを考える @ 東京 05-02 Ireland MUG Launch Virtual Meeting Very First All Ireland MUG event!  05-09 Champion Office Hours MUG Virtual Meeting May 2024 – Marketo Champion Office Hours 05-22 London MUG Hybrid Meeting May Marketo Masterclass – too many to list 05-30 Japan - SFKETO MUG In Person Meeting SFKETO - マーケティングから IS への送客管理 ~ カスタムオブジェクトの活用方法 RSVP Here:

12. Deep Dive:  Using Marketo Engage Webhooks for Data Transfer

13. Webhooks vs APIs: Let’s clear the widespread confusion

14. Webhooks vs APIs Server-initiated Real-time updates for specific events Outbound Calls from Marketo Stateless in nature Req. Webhook Compatible Service Automated calls from Marketo that get triggered when an event occurs Utilized at the program level  Client-initiated Requests for data or action Inbound Calls to Marketo Statefulness Architecture is a possibility Authentication Mechanism APIs help in adding, editing, deleting a set data/asset in Marketo Bulk enablement is just a step away < < Webhook Call API Call Webhook API

15. Webhooks Basics and Setup

16. What is Webhook? Webhook = Web + Hook It’s a hook that you can use to interact with Web-based services (e.g., Marketo) The service must be web-compatible, i.e., HTTP/HTTPS protocol It opens an enormous range of new possibilities for performing  Data transformation Cross-application communication Advanced calculation (Person Score = Behavior Score + Demographic Score) Other sophisticated data processing needed by today's modern marketer

17. How to use a Webhook in Marketo? Webhooks are configured in Marketo’s Admin section Go to Marketo Admin > Integrations > Webhook Webhook New Webhook Webhook Actions (select the webhook from the left pane first)

18. Sample Webhook Setup A webhook requires the following configs -  URL (include query parameters, if required) Payload Request Type (Delete, Put, Patch, Get, Post) Encoding Type Response Mappings Optional custom headers

19. Sending Data in a Webhook For simple data sends it’s easiest to use a GET request, and pass the values in the URL  When more data is needed, it is better to use a POST request and include the data in the body of the request

20. Receiving data back from webhooks – Response Mapping You can receive data back from the webhook and store it in any Lead or Program Member field   Supports JSON or XML  No limit on # of field mappings Properties are accessed with dot-notation, and array notation Updates will only occur if the web service responds with a 2xx code.  

21. Authentication with Webhooks API-based Authentication An API key is a unique identifier used to access an API. It can be included in the request header or URL to verify that the request originates from an authorized source. While convenient, API keys themselves can be vulnerable if compromised. OAuth 2.0 This is a more robust authorization framework that provides a secure way to access APIs. It involves obtaining an access token from an authorization server using the client credentials grant flow. The access token is then included in the webhook request header for authentication. Basic Authentication This is a simple method that involves sending a username and password combination in the request header encoded in base64. However, it's not recommended due to security weaknesses as the credentials are transmitted in plain text. Custom Headers Some webhook providers allow including custom headers in the request containing secret strings or tokens for verification. This approach offers flexibility but requires proper management of the secret data.

22. Using Webhook in a Market Smart Campaign A webhook can only be used in a trigger campaign’s flow Use the Request Campaign flow step from a batch campaign flow to call a webhook (daisy chain )

23. Webhook Use Cases

24. Integrating Webhooks with Other Systems Custom CRM Sync lead and customer data between Marketo and your CRM system, ensuring a unified view of your records. Event Management Trigger webhooks to update event registrations, attendance, and engagement data in Marketo. Ecommerce Connect Marketo with your ecommerce platform to track customer purchases and nurture leads more effectively. Cloud Storage Use webhooks to automatically upload marketing assets, campaign data, and reports to cloud storage for easy access and collaboration.

25. Marketing Automation Use Cases for Webhooks 1 Lead Generation Trigger Marketo programs and campaigns based on lead actions, such as form submissions or website visits, to nurture prospects in real-time. Sales Enablement Send real-time updates to your sales team about lead activities, allowing them to engage with the most interested and qualified prospects. Closed-Loop Reporting Leverage webhooks to capture data from external systems and integrate it with Marketo's reporting, providing a comprehensive view of marketing performance. Personalization Trigger personalized content and communications in Marketo based on user behavior and data from integrated systems, enhancing the customer experience. 3 2 4

26. Webhook Pro Tips

27. Pro Tip: Updating a Webhook – Pitfalls and Workaround I've had dozens of encounters where the webhook didn't update, ever.

28. Pro Tip: How to Call Marketo Webhook from a Batch Campaign

29. Pro Tip: Error Handling with Webhooks Errors from Webhooks can be caught and handled by the Webhook is Called trigger: Response – Response is the literal response payload which was received by the request. Error Type – This corresponds to the Reason-Phrase of the HTTP status message.

30. Pro Tip: Error Handling with Webhooks

31. Technical Limitations

32. Q & A

33. Opportunity to share your input and help improve our learning content The Adobe Adoption and Retention Marketing team is conducting research to better understand how Marketing Practitioner users are learning to use Marketo Engage, what's working well, and what hurdles you may be facing. There are two ways to participate: Take a survey Schedule an informational interview