Marketo Webhook Integration Installation Guide

Prerequisites

  1. Access to the DataFox beta feature ‘Marketo Webhook’ (email support@datafox.com for access)

  2. Marketo admin permissions (ability to create a new webhook)

Installation

Step 1: Add New Webhook to your Marketo (MKTO) Instance

While logged into to Marketo, navigate to Admin settings.

admin.png

Click on “Webhooks”.

webhook.png

Click “New Webhook”.

new_webhook.png

 

Now you need to configure what the webhook should do when it triggers. In our case we want to call the DataFox API with the information about the incoming lead. Fill in the following fields:

Webhook Name: DataFox Lead Augment

URL: https://api.datafox.com/1.0/webhook

Request Type: POST

Template: email={{lead.Email Address:default= }}&first_name={{lead.First Name:default= }}&last_name={{lead.Last Name:default= }}

Request Token Encoding: JSON

Response type: JSON

new_webhook_filled_in.png

Now that we have specified how to call DataFox, we need to figure out what to do with the response from DataFox. You can map any fields from the response to the fields you want in Marketo. Click on “Edit” in the Response Mappings section.

response_mappings.png

You can see an example response from Marketo using the attached file.

We chose to map name → Company, this means the name that the DataFox API returns gets mapped to the Company field in Marketo. We have also chosen to map DataFox company location (such as street, city, postal code, etc) to the Billing Address fields in Marketo. 

Here's the full list of standard DataFox fields available for mapping to Marketo:

  • `name`
  • `short_description`
  • `long_description`
  • `number_of_employees`
  • `revenue_estimate`
  • `total_funding`
  • `last_funding_date`
  • `stage` (Note: this means funding stage)
  • `founded_year`
  • `techstack_string`
  • `top_keywords_string`
  • `street` (this means address)
  • `city`
  • `postal_code`
  • `state`
  • `country`
  • `company_phone`
  • `twitter_handle`
  • `twitter_followers_count`

example_response_mapping.png

The missing piece is now the authentication to DataFox. The DataFox webhook endpoint will reject calls unless there is an Authorization header. You can find the DataFox webhook token by going to your account page in DataFox and in the Marketo Webhook section clicking on “Generate new Marketo webhook token”. Copy the Webhook Secret you see (you may need to click ‘Show secret’).

datafox_account.png

To add the header go back to Marketo and go to “Webhook Actions” → “Set Custom Header”.

custom_header.png

The key of the header is “Authorization” and the Value is “Bearer” plus the webhook secret you copied from DataFox.  Here is what the result should looked like for our token (but you should use your own).

header_filled_in.png

The webhook is fully set up now and ready to be used.

Step 2: Add webhook to your lead flow in Marketo (MKTO)

The goal is to add a step to your lead flow that calls the DataFox webhook and then continues through your pipeline. Here is how we did this in our Marketo setup.

call_webhook.png

Select the “DataFox Lead Augment” webhook in the Call Webhook box. The result should be:

You’re done! Marketo leads will now be augmented via DataFox based on the rules you configured.

Lead to Account Mapping

Note: This step requires having Salesforce Enterprise installed and integrated with DataFox.

Using DataFox, you can match any field from a Salesforce account onto a Lead in Marketo. 

Step 1:

Activate any Salesforce Account fields of interest in DataFox.

Step 2: 

Create new Marketo Lead fields for each Salesforce Account field you'd like to map. 

Note: If you would like for this data to appear in Salesforce, you'll need to create those same fields on Salesforce Leads and Contacts, map them in Salesforce, and then map them to Marketo fields.

Step 3:

Choose which Marketo fields to enrich with Salesforce Account data.

The Response Attributes are your Salesforce Account fields that have been pulled into DataFox (Described in Step 1). You can find all Salesforce Account fields available in DataFox by clicking this link and clicking into the Salesforce tab.

Use the following prefix to enter each Salesforce Account field into the Response Attribute column in Marketo: sfdc_synced_fields.

Below is an example of properly configured field mappings:

 

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