Marketo Conversion and Referral Update (Internal)

Use Case: Forbes is collecting only email address and using Marketo for everything. They do not make it easy, but the integration is possible through webhooks and their Smart Campaign feature.

Marketo help articles:

How to Create a Webhook in Marketo

How to use a Webhook in Marketo Smart Campaign

How to Call a Webhook in Marketo

Step 1: Create a Hidden Field in your Marketo Form

NOTE: Zapier requires a First name and Last name for a referral to be added. We can either add these to the email capture form, or pass first name and last name as the Email Address. Please let me know if you would like to add these to the form as it would change the Webhook Template slightly.

Marketo instructions

First, we’ll need to create a Custom Field to house the Referral Code. Here are the instructions on how to do so in Marketo. After that has been completed, continue.

  1. In Marketo, Go to Marketing Activities.
  2. Select your form and click Edit Form.
  3. Create a form field and name it something like “Referral Code”
  4. Select the field and set the Field Type to Hidden.
  5. Edit “Autofill” under “Behavior”
  6. Select “Get Value From” and choose “URL Parameter” and designate the parameter name REFERRALCODE.

Step 2: Create Webhook

In Zapier:

  1. Create a new Zap and name it.
  2. Choose Webhooks by Zapier.
  3. Select Catch Hook.
  4. Copy the Zapier webhook URL. We’ll be coming back to Zapier later, so keep this tab open.

In Marketo,

  1. 1. Go to Admin and click Webhooks.
  2. 2. Click New Webhook.
  3. 3. Name and configure your webhook.
    1. Name it whatever you’d like.
    2. For the URL, take the Zapier webhook URL and paste it here. Add “?email={{lead.EmailAddress}}&referralcode={{ReferralCode}}” to the end of the URL (use the “insert token” feature to insert the proper token)
    3. Request type = POST
    4. Request token encoding: None
    5. Response type: JSON
  4. Finally, select Create.

Step 3: Marketo Smart Campaign

Use a Webhook in a Smart Campaign - Marketo Instructions

  1. Create a Smart Campaign, if one for this form doesn’t already exist.
  2. In your smart campaign, click the Smart List tab.
  3. Search for the trigger (Fills out Form) and then drag and drop the trigger to the canvas.
  4. Click the drop-down and choose an operator. Use Form Name > is > to ensure the webhook triggers only when this particular form is submitted.
  5. **unsure what this looks like in Marketo** Select Call Webhook under Flow of your Smart Campain and select the Webhook we created.

The webhook will be called when the trigger is met.Step 4: Setting up Zap

  1. To test the Zap and properly set it up, it requires the webhook to be called. So to test that your Marketo flow is working properly, go through your Referral’s flow (clicking on member link and filling out email)  to ensure the webhook is sending the information to Zapier. After you fill out the form and submit, select Test This Step in Zapier. You should see the entry here.
  2. Select “Hook A”, or whichever hook contains proper information.
  3. Click the + button on the left-hand side to add an Action Step.
  4. Select Referral Rock.
  5. Choose Add Referral
  6. Map First Name, Last Name, Email, and Referral Code to the proper information you received through the Webhook trigger by selecting “Insert a field” to the right.
  7. After all required fields are mapped, feel free to test.
  8. Make sure you toggle the Zap to “On” in the top right-hand corner.

Finally, after this is all set up, I’d recommend going through the referral flow again and ensuring the referrals are added properly by checking either your Referral List or Integration Logs.

After we confirm Conversion is functioning properly, we can address the Referral Update.

Referral update: Webhook that triggers upon view of the confirmation page (Trigger and Flow), then sends to Zapier, Step 2 in the Zap would be RR- Find Referral, Step 3 is Update Referral.


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