Adobe Marketo India VMUG Webhooks and API Basics_02-28.pptx

Adobe Marketo Engage User
Groups
India VMUG: Marketo Webhooks and API Basics
Darshil Shah & Ajay Sarpal
February 2023

© 2021 Adobe. All Rights Reserved. Adobe
Confidential.
Agenda
 Introductions – Get to know speakers
 Housekeeping
 What is a Webhook?
 How to use a Webhook in Marketo
 Sample Webhook Setup
 Using Webhook in a Marketo Smart Campaign
 Webhook Demo
 What the heck is API?
 Marketo Engage REST APIs
 Streaming APIs
 Q & A

Confidential.
Darshil Shah
💼 Marketo Consultant @ Deloitte Digital
🏆 Marketo Champion, SME, MCSA, 3x MCE, 2x Community Advisor
🏡 Gandhinagar, GJ, IN
📆 Attending Adobe summit virtually
Ajay Sarpal
💼 CEO @ Unicorn MarTech DBA Ajay Sarpal
🏆 Marketo 4x Champion, 3x SME, MCSA, Fearless 50, & 7x MCE
🏡 Mohali, PB, IN
📆 Attending Adobe summit in-person
Introductions

Confidential.
Adobe Marketo Engage User Group House Rules
In order to ensure our MUGs stay user-focused and a
safe space for members of the Marketing Nation to learn,
network, and problem solve, we ask that all MUG
attendees follow these rules:
• No self-promotion or pitching of any kind is permitted
at MUG events
• Don’t contact people outside of the User Group
without their consent
• If MUG members share their use case at the User
Group, please don’t share that information without
their consent

Confidential.
This MUG Meeting is being Recorded.
 To ensure that we are abiding by the MUG Code
of Conduct, we are informing all user group
attendees at the India VMUG meeting on Feb, 28
at 7:30 PM IST that this meeting will be recorded
and posted on the MUG YouTube Channel to
promote training, education, and future learning.
 If you do not wish to participate in a LIVE
recorded session, please feel free to watch the
recording at a later time, which will be linked after
the meeting concludes, and send us any
questions you may have to Darshil Shah and Ajay
Sarpal.

Confidential.
Stay connected with our chapter!
Sign up for Bevy – the new tool for Adobe Marketo
Engage User Groups!
 Step 1: Navigate to India VMUG
 Step 2: Create an account using the email associated with
your Adobe Marketo Engage Account
Once you’ve joined the chapter you’ll receive notifications and
reminders about new events that the chapter has posted!

Confidential.

Confidential.
Join Ajay and Chiara at the summit to
learn about "Advance Your Career:
Adobe Marketo Engage Certifications"
(S203)
Date: 21 March 2023
Time: 2:30 to 3:30 PM PDT
Venue: In-person in Las Vegas
India VMUG at Adobe Summit ✨

Confidential.
The Adobe Summit B2B Marketing Track is now LIVE
B2B Marketing In-person
Breakout Sessions
20
 Customer speakers for every session!
(except Roadmap)
 6 product-led sessions
 3 Skill Exchange sessions
 Recordings will be made available to
virtual registrants a couple weeks
following Summit (they will not be on
demand during the event)
B2B Innovation Super
Session
1
 Speaker: Brian Glover
 Customer: EY
 Demo: Bridget Burne
B2B Marketing In-person Lab
Sessions
5
 In-person only (no recordings
available)
Pre-conference Trainings
3
 Run by ADLS
 Cost associated
Additional In-person Sessions Related
to B2B Marketing
8+
 Filter sessions by “B2B Marketing” track
tag!
View the full session track here!

Upcoming Opportunities for
Chapter Members

Confidential.
AWARD PROGRAM OBJECTIVES
1. Celebrate, recognize, and amplify
customers who are delivering game-
changing digital
transformation using Adobe
Experience Cloud applications
2. Spark inspiration and demonstrate
business value to customers and
prospects
3. Create customer advocates from “the
best of the best”
4. Fuel the customer success story
“engine” that influences adoption,
retention, cross-sell, upsell
Global awards program showcasing
customers delivering on Adobe's vision to
change the world through digital
experiences using Adobe Experience
Cloud solutions.
Who can apply for the awards?
Customers—from practitioners to
leaders—from all segments and all
regions using Adobe Experience Cloud
What’s new in 2023
• Return to in-person gala celebration on June
21 in NYC*
*evening before the Adobe Executive Experience Forum
2023 Adobe Experience Maker Awards
Learn More
(right click to
open hyperlink)

Confidential.
Champion Office Hours: March Edition
Join us on March 9th at 8 AM PST where
the 2022 Marketo Champs will:
 Discuss best practices
 Share tips
 Engage in a live Q&A.
RSVP HERE
Ajay Sarpal
Max Maurier
Darshil Shah
Joy Martinez
Druva
Sr. Director,
Marketing
Operations, Analytics,
and Growth
Unicorn Martech
Founder and CEO
Deloitte
Marketo Consultant
CS2 Marketing
Senior Director,
Marketing Operations

Confidential.
Need to update your Marketo Engage certification?
Adobe now has 3 certifications for Marketo Engage
• Adobe Certified Professional - Adobe Marketo Engage: This new exam is ideal for marketers who
have about 3 - 6 months of Marketo Engage training and hands-on experience. (Update to the former
Marketo Certified Associate)
• Adobe Certified Expert - Adobe Marketo Engage Business Practitioner: This exam is ideal for
marketers and marketing consultants who have at least 18 months of Marketo Engage hands-on or
field experience. (Update to the former Marketo Certified Expert)
• Adobe Certified Master - Adobe Marketo Engage Architect: This certification defines a new standard
and process at the highest level. This certification is ideal for current Adobe Certified Experts who
have at least 5 years of experience designing marketing automation using Marketo Engage
Visit https://express.adobe.com/page/8OCuJK38uQWuT/ for more information &
exam guides!

Confidential.
What is the difference? Webhook vs API
Webhook
1) It helps in sending outbound
calls from Marketo to third party
web services
2) Receives calls through HTTP
POSTs from external systems
only during data updates
3) Ideal for real-time updates
scenarios
4) These are automated calls
from Marketo that get triggered
when an event occurs
API
1) It helps in passing the
request from external systems
to Marketo bidirectionally
2) APIs place requests without
knowing if there will be a data
update on Marketo or not
3) These are ideal when there is
a constant change on Marketo
4) APIs help in adding, editing,
deleting a set data after being
instructed by Marketo

Confidential.
What is Webhook?
• Webhook = Web + Hook
• It’s a hook that you can use to interact with Web-based services (e.g., Marketo)
• The service must be web-compatible, i.e., HTTP/HTTPS protocol.
• It opens an enormous range of new possibilities for performing
• Data transformation
• Cross-application communication
• Advanced calculation
• Other sophisticated data processing needed by today's modern marketer

Confidential.
How to use a Webhook in Marketo?
• Webhooks are configured in Marketo’s
Admin section.
• Go to Marketo Admin > Integrations >
Webhook.
• Webhook
• New Webhook
• Webhook Actions (select the webhook
from the left pane first)

Confidential.
Sample Webhook Setup
• A webhook requires the following configs -
• URL (include query parameters, if
required)
• Payload
• Request Type (Delete, Put, Patch, Get,
Post)
• Encoding Type
• Response Mappings
• Optional custom headers

Confidential.
Using Webhook in a Market Smart Campaign
• A webhook can only be used in a trigger campaign’s flow.
• Use the Request Campaign flow step from a batch campaign flow to call a webhook (daisy
chain).

Confidential.
Webhook
Demo!

Confidential.
What the heck is API?
• API stands for Application Programming Interface.
• Enables two software components to
communicate with each other using a set of
definitions and protocols.
• Types of APIs:
o REST APIs
o SOAP APIs
o RPC APIs
o WebSocket APIs
o Graph QL API

Confidential.
Marketo Engage REST APIs
 Marketo exposes a REST API which allows for remote execution of many
of the system’s capabilities.
 Categories:
o Lead Database APIs
o Asset APIs
o Authentication
o User Management
 What do you need in Marketo?
o API User – Admin > Users & Roles
o Custom API Service – Admin > Launchpoint
o API Credentials – Admin > Launchpoint > Service
• Client Secret
• Client ID

Confidential.
Marketo Engage REST APIs

Confidential.
Types of Integrations
• Native / Launchpoint Integration:
 Out-of-the-box integrations offered by the platform
 E.g., Event, Social, integrations
• Integration using iPaaS/Middleware
 Integration using Zapier, Workato, Boomi, etc.
 Drag and Drop interface (Zapier, Workato)
 E.g., Integrating SAP CRM with Marketo
• Custom Integration using public API endpoints
 Building an in-house application using available endpoints only
 E.g., building an application to feed marketing data into a data-warehouse
• Custom Integration using custom API endpoints
 Create custom services
 Self Service Flow Steps, Marketo Webhooks
Time,
resource,
and
effort

Confidential.
Marketo Engage Streaming APIs
 Streaming APIs allow acquiring large volumes of data in near real-time thru Data
Streams.
 There are four types of data streams available:
 Lead Activity Data Stream: provides near real-time streaming of Lead Activities
 User Audit Data Stream: provides near real-time audit tracking of asset updates by users
 Notification Data Stream: enables the notifications to be sent directly to a configurable
endpoint via Adobe I/O events
 Metrics Data Stream: provides periodic aggregate metrics to customers

Confidential.
Marketo Engage Streaming APIs Example
Email Asset approved
by a user in Marketo
Asset streaming API
gets triggered
Streaming API sends
activity data to the
service listening for it
3rd party
service/application
Trigger apt. workflow/
action in the app.
E.g., JIRA

Confidential.
Marketo Engage Streaming APIs Use Cases
 Enriching/Cleansing Incoming
Data
 System Monitoring
 Incorporating Feedback
 Workflow/Orchestration
 Automating processes
 Soft governance
 Integration
 Relieves the bottleneck of API
limits

Confidential.
Got any Questions?

Adobe Marketo India VMUG Webhooks and API Basics_02-28.pptx

Adobe Marketo India VMUG Webhooks and API Basics_02-28.pptx

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