Dallas Marketo User Group - August 2015 - DMUG
•Download as PPTX, PDF•
1 like•504 views
The document summarizes a Marketo User Group meeting where Ryan Vong, CEO of Digital Pi, demonstrated how to integrate Marketo with other applications using APIs and webhooks. He showed examples of pushing Marketo lead data to Google Docs with a webhook and synchronizing trial user status from an external application into Marketo. The meeting provided an overview of Marketo integration options and takeaways on how integrations can save time, improve marketing, and aggregate data.
Report
Share
Related slideshows
Dallas Marketo User Group - August 2015 - DMUG
- 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
- 2. Page 2 © 2015 Marketo, Inc. Marketo Proprietary and Confidential Agenda • Intros • Announcements • Types of Integration • Samples & Demo • Floodlights/Q&A
- 3. 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 | 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
- 4. Page 4 © 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
- 5. Page 5 © 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.
- 6. 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
- 7. 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
- 8. Page 8 © 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.
- 9. Page 9 © 2015 Marketo, Inc. Marketo Proprietary and Confidential Sample Marketecture
- 10. Page 10 © 2015 Marketo, Inc. Marketo Proprietary and Confidential Webhook: Overview • Initiated from Marketo Campaign • Can… • push Marketo data • pull external data
- 11. Page 11 © 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
- 12. Page 12 © 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
- 13. 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 api@myapp.com A9xxxxxxxxxxxxxxxxxxxxxxxF71 B3xxxxxxxxxxxxxxxxxxxxxxc59 api@myapp.com View Details get API Client ID and Key 4
- 14. Page 14 © 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>
- 15. Page 15 © 2015 Marketo, Inc. Marketo Proprietary and Confidential Sample REST Function Langue: Go Most of the work is done in the .Request method
- 16. Page 16 © 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
- 17. 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.
- 18. Page 18 © 2015 Marketo, Inc. Marketo Proprietary and Confidential Demo: New Lead / Unsubscribe via API https://<server>/rest/v1/leads.json?access_token=<xxx>
- 19. Page 19 © 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>
- 20. Page 20 © 2015 Marketo, Inc. Marketo Proprietary and Confidential Demo: Retrieve Activity for Analysis
- 21. Page 21 © 2015 Marketo, Inc. Marketo Proprietary and Confidential Demo: Retrieve Activity for Analysis
- 22. Page 22 © 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
- 23. 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?
- 24. © 2015 Marketo, Inc. Marketo Proprietary and Confidential Floodlights / Q&A Top Issues 1. … 2. …
- 25. 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: karen.sesona@tylertech.com
- 26. 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
- 27. 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
- 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
Editor's Notes
- REST (REpresentational State Transfer) is a simple stateless architecture that generally runs over HTTP. It tends to be simpler and use less bandwidth than SOAP (which use XML). All modern, popular development platforms have libraries for making HTTP calls and marshalling/unmarshalling data as JSON (JavaScript Object Notation) is an open standard format that uses human-readable text to transmit data objects consisting of attribute–value pairs. It is used primarily to transmit data between a server and web application, as an alternative to XML.
- 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
- 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