Getting Data into Marketo

© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Getting Data into Marketo -
Forms, Custom Objects and
Integrations

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Objectives
• Objectives
• Understand options around getting data into Marketo
• Review the Marketo Object Model
• Review how the SOAP API interacts with the Marketo Data Model
• Discuss best practices around integrating with Marketo

Getting Records into Marketo

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Getting Records into Marketo
• Integration with your CRM
• Can create duplicates
• List Import via CSV files
• De-dupe logic in place
• Upon Marketo form submission
• De-dupe logic in place
• Manually via Marketo Interface
• SOAP API
• Can either de-dupe (using email as a unique key) or create duplicates (use your
own unique key)

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Best Practices Around List Import
• List Import or use Marketo forms to create/update leads
• List Import
• Trusted/Untrusted Source
• Mode: Normal, Optimize for new leads, Skip new leads and updates
• Don’t upload lists with no email
addresses
• Select key users to perform List
uploads
• Consider automated list load
through the API

Getting Data in from Forms

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Getting Data In from Forms
‘Fills Out Form’
Event Pre-fill? Tech Efforts
Marketo Form on Marketo Landing
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X X None
Marketo Form on non-Marketo landing
page
X Minimal
Non-Marketo form submitted via SOAP
API
High
Non-Marketo form submitted via
Munchkin API
Medium

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Getting Data in from Non-Marketo Forms
• Options
• Marketo form on a non-Marketo page via Forms 2.0
o Get the code from the Form
◉ Marketing Activities → Form → Form Actions → Embed Code
• SOAP API
• Munchkin API

Forms 2.0
Marketo forms, wherever!

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Forms 2.0
• Empowers Marketers to create beautiful, stable, and flexible web forms
without programming knowledge
• Marketo Landing Page
• Embedded on non-Marketo landing page
• Examples
• Hide a form after successful submission
• Direct visitor to a URL determined by JS after successful submission
• Set form field values
• Read form field values on form submit
• Submit a form based on an event that is not part of the form
• Prevent a form from being submitted
• Add additional hidden fields to form
• Show the form in a lightbox style dialog
• Show custom error message on form submit based on custom business logic

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Forms 2.0 API
• MktoForms2 (top level) and Form Objects
• MktoForms2 Methods
• .loadForm(baseUrl, munchkinId, formId [,callback])
• .lightbox(form [,opts])
• .newForm(formData [,callback])
• .getForm(formId)
• .allForms()
• .getPageFields()
• Form Methods
• .render([formElem])
• .getId()
• .getFormElem()
• .validate()
• .onValidate(callback)
• .submit()
• .onSubmit(callback)
• http://developers.marketo.com/documentation/websites/forms-2-0/
• .onSuccess(callback)
• .submitable([canSubmit])
• .allFieldsFilled()
• .setValues(vals)
• .getValues()
• .addHiddenFields(values)
• .vals([values])
• .showErrorMessage(msg [,elem])

The Marketo Object Model

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Marketo Object Model

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Marketo Lead Operations Matrix
Create Read Update Delete Merge
Marketo UI X* X X X X
Form Fill Out X X
List Import+
X X
SOAP API X* X X X
REST API^ X* X X
Munchkin API X X
• * = can create duplicates
• ^ = to be released soon
• List Imports
• importToList SOAP API call = API version of List Import functionality exposed in Marketo

Marketo’s SOAP API

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Marketo’s SOAP API – Tradeoffs
• Benefits
• Allows for non-native integrations
• Secure backend communication
• Considerations:
• Not all fields and functionality exposed in Marketo UI are available in SOAP API
• Developer resources needed

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Marketo’s SOAP API
• Access to leads, actions, custom objects, and other entities
• Access via Admin → SOAP API
• Endpoint, user id, encryption key
• Latest Version: 2_3
• Daily API Quota: 10,000 API calls
• WSDL: https://<MUNCHKIN_ID>.mktoapi.com/soap/mktows/2_3?WSDL
• HMAC-SHA1 security
• http://developers.marketo.com/documentation/soap/

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Marketo’s SOAP API Operations
• Authentication Header
• mktowsUserId (string), requestSignature (string), requestTimestamp (datetime)
• Lead Operations
• getLead, getMultipleLeads, getLeadActivity, getLeadChanges
• syncLead, syncMultipleLeads, mergeLeads
• Campaigns
• getCampaignsForSource, requestCampaign, scheduleCampaign
• Lists
• importToList, getImportToListStatus, listOperation
• Object Operations such as Activity or Opportunity
• getMObjects, syncMObjects, deleteMObjects, listMObjects, describeMObjects
• Marketo Custom Object Operations
• getCustomObjects, syncCustomObjects, deleteCustomObjects
• Other operations
• getChannels, getTags

Marketo Munchkin API

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Marketo’s Munchkin JS API – Tradeoffs
• Benefits
• Enables tracking of web page visits and click links
• Included by default on all Marketo landing pages
• Low development efforts
• Considerations:
• For form submits, least preferred option since it runs client-side

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Munchkin API
• Allows Marketo to track web activities
• Set Marketo cookie to track web visits and clicks
• Anonymous and/or known leads
• Automatically included on Marketo Landing Pages
• Other use cases:
• Create a Marketo lead when a user fills out a non-Marketo form
• Custom tracking (ex: watching a video, listening to an audio clip, downloading a
whitepaper)
• Pre-fill Marketo forms
• Enable Munchkin API Use
• Admin → Integration → Munchkin → API Configuration → Edit Link → Click
checkbox for Enable Munchkin API
• http://developers.marketo.com/documentation/websites/lead-tracking-
munchkin-js/

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Munchkin Tracker
• Munchkin Tracking Code Functionality
• Check if a cookie has already been placed on the visitor’s computer by your
website
• If there is no cookie, add one and create an
anonymous lead
• Send an event to Marketo noting a web page
visit or click link
• Configuration Options
• Synchronous, Asynchronous, Asynchronous
jQuery loading
• Support “Do Not Track” Browser request
• Cookie anonymous users
• Set cookie expiration
• Sample Cookie Value
• id:561-HYG-937&token:_mch-marketo.com-1374552656411-90718

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Calling Munchkin API Functions
• General form of a Munchkin call:
<script type="text/javascript">
document.write(unescape("%3Cscript src='//munchkin.marketo.net/munchkin.js'
type='text/javascript'%3E%3C/script%3E"));
</script>
<script>Munchkin.init('<MUNCHKIN_ID>');</script>
<script type="text/javascript”>
mktoMunchkinFunction (
'<FUNCTION>',
{key1:'value1', key2: 'value2'},
'hash'
);
</script>
• Must call Munchkin.init() before making any mktoMunchkinFunction()
calls

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Munchkin API Functions
• visitWebPage({url, params}) – records a ‘Visit Web Page’ event
• First call to Munchkin.init() always creates a Visit Web Page event for the
current page
• url – can point to any page, even one that doesn’t exist
• params – to add URL parameters
• clickLink({href}) – records a ‘Click Link’ event
• href – can be any value, even a page that doesn’t exist

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Munchkin API Functions
• associateLead({key1, key2}, hash) – create a new lead in Marketo
or associate the user with an existing lead
• De-dupes on email address
• Array of field name and value pairs
• Security hash encoded with SHA1
o Concatenate your API Private Key with the lead’s email address then encode
with SHA1 (non-HMAC version)
• Use call on a page following a form submit for a login, information request or
registration
• Do not use with SFDC Web2Lead forms. Doing so will create duplicates.

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Munchkin API: Triggering Campaigns
• Triggers
• Lead is Created
o Source Type is Munchkin API
• Visits Web Page
• Clicks Link on Webpage
• Filters
• Lead was Created
o Source Type is Munchkin API
• Visited Web Page
• Not Visited Web Page
• Clicked Link on Web Page
• Not Clicked Link on Web Page

Custom Objects

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Marketo Custom Objects – Tradeoffs
• Benefits
• Enables 1:many relationship between a lead and the custom object records
• Considerations:
• Cannot put custom object fields on forms
• Cannot see custom object records in the Marketo Interface
• Implementation overhead
• Also note, that you cannot see custom object data from native CRM
syncs via Marketo’s SOAP API

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Marketo Custom Objects
• Allows for the creation of 1:many relationship between Marketo leads and
custom object records
• With a custom object, you can:
• Create, update, delete via the SOAP API
• Use Smart List trigger when new records are added
• Use Smart List to filter on Custom Object data
• Use custom object data in Marketo Email Scripting
• SOAP API calls:
• syncCustomObjects, getCustomObjects, deleteCustomObjects

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Marketo Custom Objects
• When to use:
• Have lead data that can be categorized in a 1:many relationship
• Segmentation
• Campaign with a flow triggered by a new custom object record being created
• When not to use:
• Marketo is synced to SFDC
• Need to access the custom object on a landing page
• Custom objects are not tied to a lead
• Need to trigger off when a Custom Object Lead Record has been deleted or
updated
• Clear and repopulate Custom Object data regularly
• View/edit the data directly from within the Marketo interface

Email Scripting

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Email Scripting – Tradeoffs
• Benefits
• Ability to send emails using Velocity templates
• Ability to reference custom objects and opportunity data in emails
• Considerations:
• Can only use Marketo custom objects or custom objects related to Lead or
Contact
• Not compatible with Dynamic Content (including Snippet)
• Embedding a Script Token as a URL parameter will not be processed
• Implementation overhead
• If you include 1+ email scripts in an email, they will execute top to
bottom

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Email Scripting via Velocity
• Email Scripting
• Allows one to execute Velocity scripts within Marketo emails
• What can be referenced:
• Lead attributes
• Opportunities
• Custom objects
• Object that triggered the email
• Marketo → Marketing Activites → <PROGRAM> → My Tokens
• Type = Email Script
• http://developers.marketo.com/documentation/email-scripting/

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Email Scripting via Velocity

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Email Scripting
• Include the script within a Marketo email by referencing the Program token
• Allows one to execute Velocity scripts within Marketo emails
• Test via “Send Sample Email”

Webhooks

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Webhooks Trade Offs
• Benefits
• Ability to send and receive data from and external web service
• Quick to implement
• Considerations
• Limited error handling
• Cannot be used in batch campaigns
• Cannot subscribe to third party webhooks

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Webhooks
• Allows one to make a call from within Marketo to an external service
• Through webhooks, you can:
• Push data from one platform to another
• Retrieve data from another platform
• POST and GET supported
• Accepts XML or JSON responses
• Sample use cases: send a SMS text message via Twilio, de-dupe via RingLead
in SFDC
• http://developers.marketo.com/documentation/webhooks/

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Webhooks

More Information
Please visit developers.marketo.com

Getting Data into Marketo

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