SFMUG April 2020

Proprietary and Confidential | © Marketo, Inc.
SF MUG April 21, 2020

Your MUG leaders
Amy Goldfine Jeff Canada Fabio

MUG Agenda
● Housekeeping
● Super secret guest appearance
● Demystifying Marketo REST API
● Lessons Learned from 7 Years On Marketo’s Professional Services Team
● Who’s hiring?
● Closing

4Proprietary and Confidential | © Marketo, Inc.
Housekeeping

Marketo 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

Marketo Certification Discount

Marketo Certification Discount
Discounts on Marketo Certified Expert or Marketo Certified
Associate exam — purchase and schedule by May 29, 2020
Marketo Certified Associate
Limited Offer $75 - (save $20)
Discount code: SummitMCA
Marketo Certified Expert
Limited Offer $175 (save $50)
Discount code: SummitMCE
More details at https://spark.adobe.com/page/3rMvtxtBlvTQW/

Marketo University

Free On-Demand Marketo Universty Through June
Everyone gets free access to Marketo University on-demand courses through June 30th,
2020 to ensure teams are fully equipped to take their digital operations to the next level.
https://www.marketo.com/education/course-catalog/

We Interrupt Your Regularly Scheduled Programming...

Demystifying the Marketo API
Jep Castelein

Demystifying REST API
1. What is the REST API and what can you do with it?
2. As a Marketo Admin, what do you need to know about the REST API?
3. How to work with developers & LaunchPoint partners
4. How to make an API call

What is the REST API and
what can you do with it?

What is the
REST API?
It allows you to do things
automatically that
otherwise would be
require button pushes in
the user interface

Continued

REST API is the Reverse of a Webhook
Smart Campaign
w/ Webhook
External System
External System
Webhook
Callout
REST
API
REST API
Call into
Marketo

What can you do with
the REST API?
Example 1:
“Featured Events during Your Stay”
from Turtle Bay Hotel & Resort
21, 14 and 7 days before arrival, hotel
guests receive an email with featured
events from the hotel’s online event
calendar, with specific events that
happen during their stay

Example 2: Abandoned Cart
Abandoned shopping cart campaign to
get people back to the site to finish their
check-out

Example 3:
Reporting
Export data from
Marketo to create
reports and
dashboards
(example from
Klipfolio’s public
demo)

Example 4: Custom CRM
Integration with a CRM system
that is not natively supported by
Marketo and has no partner
solutions for integration

Example 5: LaunchPoint
Many partner integrations on
LaunchPoint:
● Data enrichment
● Translation workflow
● Chat
● Predictive scoring
● Automated Testing
● Etc.

Marketo Data Model Examples (1/2)
Person
Company
ActivityActivity
Custom
Activity
Custom
Object
Custom
Object
Activity
Custom
Object
Custom
Object
Custom
Object
Opportunity
“Lead” API
Program Email
Template
ActivityActivityModules
ActivityActivityVariables
Landing Pages
Forms
Folders
Programs
Images & Files
Snippets
Asset API

Marketo Data Model Examples (2/2)
User ActivityActivityRole
Custom Activity Definition
Custom Object Definition
Admin API Bulk API
Leads import/export
Program Membership import/export
Activity export
Custom Object import

What the API Can’t Do
It is not possible to edit Smart Lists and Smart Campaigns
Few Admin-level features available through the API, only user management & defining
custom objects/activities
Reports are not accessible via the REST API (“Analytics”)
For details: https://developers.marketo.com/rest-api/

What you need to know
about the REST API as a
Marketo Administrator

Creating API Roles / Users
1
2
3

API Quotas
Daily quotas:
● REST API: 50,000 calls by
default
● Bulk Extract: 500 Mb by default
Resets at midnight Central time
You can purchase higher quotas
Once quota is reached, the respective API
cannot be used anymore until midnight CT
No quota for Bulk Import

API Limiters
Limits:
● Concurrency: 10 concurrent calls
● Rate: 100 calls in 20 seconds
● Bulk: max 10 queued jobs, at most 2 running concurrently
These limits cannot be increased.
If the limits are hit, this can temporarily make the API unavailable, so developers should
pause their calls and retry after a delay.
Updating multiple records in a single API call (batching) will often avoid hitting these limits

API Errors
If you see API errors, that will probably be
in the Notifications. If you want to know
what they are, go to
https://developers.marketo.com/rest-api/error-codes/

How to Work with Developers
& LaunchPoint Partners

How to Work with Developers who Use the Marketo API
● Make them learn the basics of Marketo
○ Typical processes in the UI
○ Marketo Data Model (see earlier slides)
● Send them to my article “Read This Before Using Marketo’s Weird REST API”
● Tell them to use batch calls where possible, to conserve API calls

How to Work with LaunchPoint partners
● Create a new Marketo API user for each
LaunchPoint partner
● Ask them which API calls they are
making, and about expected API call
volume
● Ask them how to identify Person records
that they created/updated
● Test on your Marketo sandbox
● Spot checking in the activity log

How to Make API Calls

Get an Access Token
Admin > LaunchPoint: https://app-xx00.marketo.com/#WP0A1

Use an API Client like Postman
1. Specify GET or POST
2. Specify the URL
3. Specify any Query
Parameters, including the
access_token: they have a
key and a value
4. For POST, specify the Body
5. Press “Send”!

Get a Lead Record
● Specify the Marketo Lead ID in the
URL
● Specify the access_token as a
query parameter
● Click “send”
https://developers.marketo.com/rest-api/lead-database/leads/#query

Update a Lead Record
● Use POST, change the URL and
enter the email address and new
first name in the ‘raw body’
● Add a header for Content-Type
● Use the same access_token
https://developers.marketo.com/rest-api/lead-database/leads/#create_and_update

Thank You!

A Few Takeaways
From Seven Years on the Marketo ProServ Team

Proprietary and ConfidentialIntegrate. Automate. Innovate
● 20,000+ hours Marketo experience
● 9 years Marketo Technical Consulting Team
● Father of the marketo-rest-python library
● Inventor of
DTH/etc
About Jep
40

● 20,000 hours Marketo experience
● 7 years Marketo Business Consulting Team
● Father of NUR-Advanced Drip Nurture program
● 2 “Marketing Team of the Year”
Revvie Award customers
About Me
41

1. Create Structure
2. Build for the Future
3. Only You Can Innovate for Your Business
Takeaways
42

Create Structure
Nicole Mössinger
commands you

● Folder Structure / Workspaces & Partitions / Instances
● Program Templates & Naming
● Tokens:
○ Lead
○ Local
○ Global(?)
Create Structure
44

Folder Structure
45
● Folder Structure
● Program Templates
● Program Naming
● Scoring & IMs
● Tokens:
○ Lead
○ Local
○ Global(?)

Folder Structure
46
Simple Complex

Workspaces & Partitions
47
BU A BU B BU C Default
BU A X
BU B X
BU C X
Corporate X X X X
Workspaces
(Database) Partitions

Workspaces & Partitions (Simple)
48
Default
BU A X
BU B X
BU C X
Default X
Workspaces
(Database) Partitions

Program Templates & Naming
49
Simple Complex
[channel]-[product]-[date]-[name] [bu]-[channel]-[product]-[date]-[name] [bu]-[region]-[channel]-[product]-[date]-[name]

Product-Specific Scoring
51

...which brings us to folder-level tokens
52

...which brings us to inherited tokens
53

...which brings us to program-level tokens
54

...which brings us to global tokens...
55

● Standardization is useful
● Marketo is like coding
○ ETC
○ DRY vs WET
○ Test as you write
○ Minimize dependencies
○ Tidy up after yourself
○ Avoid global variables
○ Learn new tools
Build for the Future
57
If all you have is a hammer, then
all your problems tend to look like
nails.
— Abraham Maslow
(paraphrased)

Only You Can
Innovate for Your
Business

● API Use Cases:
○ Program Member Custom Fields
○ Product Data (CRM is not enough)
○ External Reporting
○ Sales Engagement Platforms
○ Employee Onboarding & Engagement
○ Customer Onboarding
○ CSAT/Retention
○ Campaign Launch Automation
Only You Can Innovate for Your Business
59

Campaign Launch Automation
60
International events marketing team
member creates ticket w/ all event
variables (time, date, location, title, etc.)
Manager reviews
& approves
Publish
registration
page via
AEM
📥
Email user & mgr a complete list of
URLs w/ all possible UTM permutations
Create Marketo Program; populate tokens
(incl. SFDC Campaign); send test emails
to manager; activate/schedule campaigns
Create SFDC Campaign

1. Create Structure
2. Build for the Future
3. Only You Can Innovate for Your Business
Takeaways
61

David Kreitter
revcrew-workspace.slack.comLinkedIn QR Code ☝️

Upcoming Virtual MUG meetings
April 22 SLC
April 22 DC
April 22 Minneapolis
April 22 Austin
April 23 Seattle
April 23 Houston
April 23 Dallas
April 29 London
April 29 Boston
Find them at mugs.marketo.com

We have a Slack Workspace!
Click here to join
Have questions?
Ask Amy Goldfine or Loren Robeck or email them:
amygoldfine@gmail.com
loren.robeck@gmail.com

Let’s network!
➢ Who is hiring?
➢ Who is looking?

Final words
➢ you have a space and you want host
➢ you have some $ and you want to sponsor
➢ you have a topic and you want to speak
➢ you want to say hi!
➢ you want to join our Slack
Jeff: jeff.canada@segment.com Amy: amygoldfine@gmail.com

Thanks and see you next time!

SFMUG April 2020

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