Fun with Webhooks Josh Perry Marketing Automation Manager, Yokogawa Steve Susina Marketing Director LYONSCG
Jan 15, 2015
Fun with Webhooks
Josh PerryMarketing Automation Manager, Yokogawa
Steve SusinaMarketing DirectorLYONSCG
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Challenge of Multiple Databases
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Export / Import Hell
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Database Environment Before Marketo
Subscriber Manageme
nt
AccessManageme
nt
Newsletter Distribution
Sales CRM
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Database Alignment – After Marketo Deployment
Advantage (Subscriber Manageme
nt)
Clickshare(Access
Management)
Cheetahmail
(Newsletter Distribution
)
MarketoLead
Generation
As we started to collect data in Marketo, how do we update other systems?
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Well . . . without resorting to this!
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What’s a Webhook?
• Introduced in late 2012• Webhooks let you take advantage of external web
services, to send text messages, expand lead data, integrate Marketo activity with your systems.
• An easier way to get data into (and out of) your Marketo instance, without:• Downloading and reloading CSV files• Understanding how to program the SOAP API• Requesting a project from your IT group everytime you want
to move information
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Access through the Admin page
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Click displays your webhook inventory
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Creating / Editing a Webhook
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Easy. Just one question. . .
What the Heck goes here?
What the Heck goes here?
What the Heck goes here?
What the Heck goes here?
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Key to using Marketo Webhooks: Understanding a POST URL
https://www.heresaurl.com?thismeans=somet hing&thatmeans=somethingelse&ihavenoidea=whatthismeans• Break it down to understand
• https://www.heresaurl.com• ?• thismeans=something• &• thatmeans=somethingelse• &• ihavenoidea=whatthismeans
Key to using Webhooks is to get the the format of the POST URL from a partner
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Example: Registration Form
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Why a Webhook?
• Uses a Marketo form on a non-Marketo page
• One field only (email address)
• Once completed still need to populate Clickshare database
• Webhook used to post Marketo data to our newsletter and access control databases.
Advantage of this approach: the user fills out a Marketo Form!
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Behind the Scenes:
• On “Go”, triggers a Marketo smart campagin
• Flow: Call webhook• Activated, continuously
running
Advantage of this approach: the user fills out a Marketo Form!
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Remember my database collection?
Advantage (Subscriber Manageme
nt)
Clickshare(Access
Management)
Cheetahmail
(Newsletter Distribution
)
MarketoLead
Generation
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And to do that, I use a POST URL
Advantage (Subscriber Manageme
nt)
Clickshare(Access
Management)
Cheetahmail
(Newsletter Distribution
)
MarketoLead
GenerationThe Clickshare URL:https://home.businessinsurance.com/clickshare/changeServicesAdd.do?selection.DailyNewsletter=Y&[email protected]&submit=1&CSParamsToPassNames=CSParamsToPassNames
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Break it down
https://home.businessinsurance.com/clickshare/changeServicesAdd.do?selection.DailyNewsletter=Y&[email protected]&submit=1&CSParamsToPassNames=CSParamsToPassNames
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Substitute Tokens
https://home.businessinsurance.com/clickshare/changeServicesAdd.do?selection.DailyNewsletter=Y&addAcct.email={{lead.Email Address}}&submit=1&fname={{lead.First Name}}&lname={{lead.Last Name}}
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Put it back together
https://home.businessinsurance.com/clickshare/changeServicesAdd.do?selection.DailyNewsletter=Y&addAcct.email={{lead.Email Address}}&submit=1&fname={{lead.First Name}}&lname={{lead.Last Name}}
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Insert into the “New Webhook” form in Marketo
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Then call with a Smart Campaign
Examples / Use Cases
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Personal Experiences with WebhooksPre-2012
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Duplicates
Marketo uses e-mail address as the unique identifier.
[email protected]@[email protected] } To Marketo these are
the same people
Problems:Inaccurate ScoringMultiple Emails Sent to the Same Person Increased Marketo Cost
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Solution
API
Thousands of $$ a Month
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Post 2012
• Step by Step Guide: (Sent to You by RingLead)• Step by Step Video: http://bit.ly/1jyRFzW
Use Case #2 – Bad Characters
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The Problem
• First Name or Last Name• jOSH• PERRY
Josh Perry
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Other Cool Functions
• Add Math Functionality• # of Days from 1 Status to Another
• Format Phone number• Change 5555555555 to (555) 555-5555
• Concatenate 2 Fields (Put 2 Fields Together)
• Random String – For Trials
• Fix State• Change tx or Tex to TX
30 Day Trial – Unlimited Calls
Demo Account – Lasts forever, but you only get x number of calls a month
Use Case #3 – Hooking up to Channel Partners (Currently Evaluating and Testing)
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Traditional Lead Management
Inquiry AQL
Rejected
Accepted (MQL)
Passed to Lead Qualifier
Passed to Sales
Rejected Rejected
Qualified Opportunit
y (SQL)
Sales Talks to the Lead
Accepted (SAL)
Worked by
Sales
Closed Lost
Closed Won
Lead Tracking Breaks Down
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Options
• Have Reps Provide Feedback via – • Emails• Paper Forms• Calls with Regional Sales Managers• Marketo Forms
• Third Party Solution
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Supplier Reps/Partners
CRM
Leads
Distributor CRM Integration
Email Leads to Sales Rep
Data passed from supplier to Zift to partner:• Lead profile data (name, company, contact info…)• Lead history (campaign, emails opened, what was viewed…)• You can upload, work within Zift or have leads populate into
your CRM system automatically
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Step 1: Create the Webhook
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Step 2: Create or Identify Forms
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3. Create the Workflow to Call the Webhook
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Advantages
• Appropriate Lead Management and Accountability• Reps do not Need to Update Leads in Multiple
Locations = Higher Adoption• Closed Loop Reporting • Provide Sales Insight Data to Channel Reps• If Rep Companies do not have a CRM, Form Capability
is Available
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Lead Distribution Report
Other Cool Webhooks
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Other Webhook Applications
1. Data EnrichmentField Information
First Name Bill
Last Name Gates
Email Address
Company Microsoft
Phone 208-359-8123
3rd Party
Field Information
First Name Bill
Last Name Gates
Email Address [email protected]
Company Microsoft
Phone 208-359-8123
Address 123 Microsoft Way
City Sample
State OR
Country United States
Postal Code 457896
SIC ADADF465
NAICS AD465
Stock Symbol MSFT
Confidence Level
High
Trade Name Microsoft
Number of Employees
1,000,000
Annual Revenue $9,999,999,999
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Other Webhook Applications
2. SMS (Short Message Service) Messaging
Marketo
Command!
First Name
Last Name
Mobile #
POST
3rd Party Service
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Other Webhook Applications
3. Trials – Crunchbase API4. Reporting/Dashboard Products5. Call Tracking – LogMyCalls6. Direct Mail – DirectMailManager7. Klout Score8. Gift Card Fulfilment - Giftango
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Summary
• Basic Process for Using Webhooks• Find partner’s POST URL for data transfer• Substitute Marketo Tokens for paramaters • Create a Webhook in Marketo • Call Webhook using a Triggered campaign
• Use Cases• Duplicate Elimination• Character Correction• Channel Partner Integration• Data Enrichment, Text Messaging, Gift Card Fufillment, and
more!
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Resources
• Marketo Community• Marketo Webinarhttp
://www.marketo.com/webinars/theres-a-webhook-for-that/• Marketo Devlopers website
• http://developers.marketo.com/documentation/webhooks/• Launch Point Providers
• RingLead: http://www.ringlead.com/MarketoWebhooks
Thank You!