Setting up the Marketo Webhook Closed Loop Trigger

Relevant to: Demand Acceleration Platform

Obtain a complete view of your media program performance within the Demand Acceleration Platform using real-time pipeline data from Marketo. Closed Loop functionality provides a clear view into which campaigns, content and partners are driving the highest return on investments, so you can more effectively analyze and optimize for future programs.

You need to have connected your Marketo account with the Demand Acceleration Platform - before setting up closed loop reporting.
Connecting to Marketo

Integration setup overview

In the Demand Acceleration Platform - Connect to Marketo.
In Marketo and the Demand Acceleration Platform - Add a string-type field to collect Integrate Lead ID.
In Marketo - Create a new Marketo Webhook.
In Marketo - Set Custom Headers.
In the Demand Acceleration Platform - Enter Marketo credentials, field details and configure response mapping.

You need access to your Marketo Admin section (with Marketo Admin permissions) and your Integrate Demand Acceleration Platform.
When setting up the integration, it is recommended that you are logged in to both platforms and have them open side by side.

Setting up Marketo Closed Loop Reporting

Add a string-type field to collect Integrate Lead ID

In Marketo, add a string-type field that will collect the Integrate Lead ID whenever leads are posted out from the Demand Acceleration Platform.

When setting up the Source integration in the Demand Acceleration Platform, ensure the Integrate Lead ID field is mapped to the corresponding Marketo field. This is done in the Source Integrations tab - see Setting up an Integration to Marketo for instructions.

Create a new webhook

1. In Marketo, go to Admin.

2. From the Admin panel, click on Webhooks.

3. Click on New Webhook.

4. In the New Webhook modal, add the following credentials.

Field	Required?	Action in Marketo
Webhook Name	Required	Add a unique recognizable name for the webhook.
Description	Optional	Add a description.
URL	Required	Paste in the Webhook URL in this format: https://api.integrate.com/api/organizations/ yourOrganizationIdHere/dispositions Replace yourOrganizationIdHere with the value located in the Demand Acceleration Platform > Organization Settings > API Keys.
Request Type	Required	Keep set as POST.
Template	Optional	Use the Payload Template format below, replacing the placeholder values (in bold) with your Marketo Tokens for each corresponding field. {"dispositionValues":{ yourMarketoTokenFor IntegrateLeadId: { "code":"yourCode", "reason":"yourCustomReason" }}} In dispositionValues, insert the token that corresponds to Integrate Lead ID. In code, insert the Accepted/Return Lead Code. Any Accepted Lead Codes will cause the lead to remain accepted in the Source and will count towards the Media Partner's overall goal. Any Return Lead Codes will cause the lead to be returned to the Media Partner and will decrease the amount of leads counting towards your overall goal. In reason, add the Custom Reason (if necessary). This is an optional field and can be used to explain the Disposition Code in your own language (it does not have a required format).
Request Token Encoding	Optional	Set to JSON.
Response type	Optional	Leave as None.

Set Custom Headers

1. Open the new Webhook and click Webhook Actions > Set Custom Header.

2. In the Set Custom Header modal, click Add.

Add the following:

Column

Value input

Header

Authorization

Value

Bearer yourIntegrateApiKey

Replace yourIntegrateApiKey with the API Key copied from the Demand Acceleration Platform Organization Settings.

3. In the Set Custom Header modal, click Add again.

Add the following:

Column	Value input
Header	Content-Type
Value	application/json

Click Save.

Apply the webhook to a Smart Campaign

1. Create or open a Trigger Smart Campaign.

2. In Marketing Activities panel, select the Trigger Smart Campaign.

Click the Smart List tab and add the filter Integrate LeadID field is not empty. You can also add other triggers and filters that help define which leads are pulled into the Smart Campaign.

3. In the Flow tab, select the webhook that was created in the previous step.

4. Activate the Smart Campaign in the Schedule tab.

Testing the closed loop webhook

In the Demand Acceleration Platform, add the Marketo integration to a Source in the Integrations tab. Send a test lead to check that the closed loop app has been set up successfully. This should be a 'real' lead that originates from both the Demand Acceleration Platform Source (not one that is sent in the Source > Integrations tab > post out testing modal) and your Marketo database.

To send test lead(s):

Upload a lead to the Source in the Demand Acceleration Platform and check it is received in Marketo.
Make a change to the test lead in Marketo and check the appropriate course of action is reflected in the Demand Acceleration Platform Source.

Available disposition codes

The disposition codes that can be used to configure the Marketo Closed Loop Trigger include:

Accepted Lead Codes
MQL_MARKET_QUALIFIED_LEAD SQL_SALES_QUALIFIED_LEAD SAL_SALES_ACCEPTED_LEAD SAO_SALES_ACCEPTED_OPPORTUNITY LEAD_APPLICATION LEAD_APPOINTMENT LEAD_ENROLLEMENT LEAD_CONVERTED_LEAD LEAD_LOW_VALUE	LEAD_MEDIUM_VALUE LEAD_HIGH_VALUE LEAD_MARKET_READY LEAD_PIPELINE LEAD_REGISTRATION LEAD_SALE LEAD_SALES_READY LEAD_LOW_QUALITY

Return Lead Codes
RETURN_LEAD_PHONE_DISCONNECTED RETURN_LEAD_INVALID_CONTACT_INFO RETURN_LEAD_WRONG_NUMBER	RETURN_LEAD_DID_NOT_APPLY RETURN_TEST_CONVERSION

For more information about lead dispositions, see Demand Acceleration Platform Dispositions.

In this article

Integration setup overview

Setting up Marketo Closed Loop Reporting