Integrating Business Data Enrichment into Marketo

User Guide
Integrating Business Data Enrichment
into Marketo
Step by Step Using “Webhooks”
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This edition published November 2014
User Guide
Table of Contents
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
Configure the Webhook . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Integrating Business Data Enrichment into Marketo
1
Introduction
Before engaging a company, it is absolutely vital to understand as much as possible about who they are and
what they do. Having this actionable insight allows for a more personalized engagement campaign.
Business Data Enrichment allows you to improve your campaigns by instantly pulling the latest information on
that company in real-time. Informatica constantly evolves the solution without requiring you to update your
Marketo integration.
This integrated solution allows you to instantly retrieve key business elements in real-time within Marketo,
recording the results in custom fields. By using Marketo’s Webhooks and Business Data Enrichment REST API,
you can append this data anywhere within your smart campaigns and programs in Marketo.
For example, append the enrichment data as soon as they enter your system via a web form. Or you may
choose to add the Webhook to a Smart Campaign at other points, or conduct a batch job that will run the
webhook against a list and add any enrichment data that we have to each lead within Marketo.
This document outlines the use case of running a batch of leads at one time to enrich the business data for the
leads. You can use the Business Data Enrichment Webhook demonstrated within this example to create other
use cases that make sense within your organization - you are certainly not limited to this one.
There are three steps in this process:
1. The Webhook must be configured to communicate with Informatica’s Business Data Enrichment API,
including mapping the proper output data. Two Smart Campaigns must be created and attached to
the triggering business process, such as copying the data from one list to another to get the webhook to
trigger.
2. The first will involve you copying the data from the master list to a temporary list to get the webhook
to trigger.
3. The second will involve the webhook actually running, writing the data to the lead, and then clearing
the copied data on the temporary list.
In addition, you must have credentials (a license key) to successfully run the Business Data Enrichment API.
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These can be obtained via subscription at [email protected]. Free trials are available.
Configure the Webhook
The Marketo Web application communicates using a “Webhook,” which uses the REST protocol to
communicate with Business Data Enrichment API. REST, or Representational State Transfer, is a Web-based
architecture for enabling different hardware and software platforms to communicate via a common text-based
XML format.
Here is an example of a REST call that returns the Business Enrichment Data using Informatica’s API:
http://ws.strikeiron.com/StrikeIron/CorteraBusinessVitals2/CorteraBusinessVitals/BusinessDemographicsB
yCompany?LicenseInfo.RegisteredUser.UserID=<StrikeIron_License_Key>&BusinessDemographicsByCompa
ny.Company.CompanyName=Informatica&BusinessDemographicsByCompany.Company.AddressLine=2100
Seaport Blvd&BusinessDemographicsByCompany.Company.City=Redwood City&BusinessDemographicsByCo
mpany.Company.StateOrProvince=CA &BusinessDemographicsByCompany.Company.ZIPCodeOrPostalCode=
94063&BusinessDemographicsByCompany.Company.Country=US
You can test the above REST call by copying and pasting the information above into the address URL of any
web browser such as Firefox, Google Chrome, or Internet Explorer. Be sure to edit the REST call information
by supplying your license key obtained from an email address. Do this by replacing the <StrikeIron_License_
Key> field with your 18-22 digit license key, and you can replace the company and address information as
well if you like.
It is the various components of the above REST call that we will insert into the Marketo Webhook. Note the
question mark (?) in the middle of the actual REST call. This question mark separates the endpoint of the API
(the URL where the API lives on the Internet) from the parameters that are supplied along with the REST call.
Once logged into your Marketo account, go to “Admin.” Within Admin, you will see the ability to “Manage
Webhooks.” Click on “New Webhook.”
Integrating Business Data Enrichment into Marketo
3
4
The following form will appear and allow you to create your Business Data Enrichment
Webhook:
Use the following configuration for the Business Data Enrichment:
• Webhook Name: Use a name that will make sense in your campaigns. Here we’ve used “Business
Data Append.”
• Description: Enter a description for your Webhook. This will help others who come in later to view
your Webhook to know exactly its purpose.
• URL: This is the base URL for the REST call. Copy the following URL: http://ws.strikeiron.com/
StrikeIron/CorteraBusinessVitals2/CorteraBusinessVitals/BusinessDemographicsByCompany
• Request Type: POST
• Template: 2 parameters must be included here – License Key and Company. You will need those 2 at
the very least.
Integrating Business Data Enrichment into Marketo
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Here is a sample of the template text:
- LicenseInfo.RegisteredUser.UserID=xxxxxxxxxxxxxxxxxxxx&BusinessDemographicsByCompany.Company.
CompanyName={{company.Company Name:default=edit me}}&BusinessDemographicsByCompany.
Company.AddressLine={{company.Billing Address:default=edit me}}&BusinessDemographicsByCompany.
Company.City={{company.Billing City:default=edit me}}&BusinessDemographicsByCompany.Company.
StateOrProvince={{company.Billing State:default=edit me}}&BusinessDemographicsByCompany.Company.
ZIPCodeOrPostalCode={{company.Billing Postal Code:default=edit me}}&BusinessDemographicsByCompany.
Company.Country={{company.Billing Country:default=edit me}}string
- LicenseInfo.RegisteredUser.UserID – StrikeIron License Key.
Replace the XXXXXXXXXXXXXXXXXXXX in this example with your StrikeIron license key.
- BusinessDemographicsByCompany.Company.CompanyName – The company name that you want to enrich
the data for. You will want to add a token here, so that the company name populates this field within REST URL
parameters. To include a token in any part of the template section, move your cursor to the correct insertion
place and click on “Insert Token” button. Choose the field that you wish to insert – most likely:
{{company.Company Name}}. Tokens indicate to Marketo where to integrate actual lead data into the
Webhook, as the field will be populated by the lead data for the record that triggers the invocation of the
Webhook.
• Request Token Encoding: None
• Response Type:XML
Once you save these options, it is time to add Response Mappings to your Webhook. This maps the
return values that the service returns to Marketo lead fields. Before you map the Response Mappings, it
is recommended that you create new fields. You only need to add the fields that you wish to input the
enrichment data into. The available fields are below (you can actually name them whatever you would like,
these are just what I name mine). ‘BDE’ in used in place of Business Data Enrichment to save space.
• BDE Status Number
• BDE Status Description
• BDE Link ID
• BDE Company Name
• BDE Address Line
• BDE City
• BDE State
• BDE Zip Code
• BDE Country
• BDE Country
• BDE Phone
• BDE Match Score
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• BDE Business Name
• BDE TradeStyle
• BDE Secondary Phone
• BDE Fax
• BDE URL
• BDE Executive Name
• BDE Primary SIC
• BDE Secondary SIC
• BDE Primary SIC Description
• BDE Secondary Sic Description
• BDE Primary NAICS Code
• BDE Primary NAICS Description
• BDE Year Started
• BDE Ownership
• BDE Location Type
• BDE Annual Sales
• BDE Annual Sales Range
• BDE Employees
• BDE Employees Range
Once the fields are created, you will click “Edit” to edit the Response Mappings and then
“Add” to include additional mappings.
Integrating Business Data Enrichment into Marketo
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Map the following Response Attributes to your newly created fields. Make sure that you copy the Response
Attribute exactly as you see it here and make sure there are no spaces before or after the text. Only copy the
text in blue to the left of the equal sign (=). The text in black is merely there for you to be able to map it to the
correct field.
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WebServiceResponse.BusinessDemographicsByCompanyResponse.BusinessDemographicsByCompanyResult.
ServiceStatus.StatusNbr = BDE Status Number
WebServiceResponse.BusinessDemographicsByCompanyResponse.BusinessDemographicsByCompanyResult.
ServiceStatus.StatusDescription = BDE Status Description
WebServiceResponse.BusinessDemographicsByCompanyResponse.BusinessDemographicsByCompanyResult.
ServiceResult.BusinessDemographicsReport.BasicData.LinkID = BDE Link ID
WebServiceResponse.BusinessDemographicsByCompanyResponse.BusinessDemographicsByCompanyResult.
ServiceResult.BusinessDemographicsReport.BasicData.CompanyName = BDE Company Name
WebServiceResponse.BusinessDemographicsByCompanyResponse.BusinessDemographicsByCompanyResult.
ServiceResult.BusinessDemographicsReport.BasicData.AddressLine = BDE Address Line
WebServiceResponse.BusinessDemographicsByCompanyResponse.BusinessDemographicsByCompanyResult.
ServiceResult.BusinessDemographicsReport.BasicData.City = BDE City
WebServiceResponse.BusinessDemographicsByCompanyResponse.BusinessDemographicsByCompanyResult.
ServiceResult.BusinessDemographicsReport.BasicData.StateOrProvince = BDE State
WebServiceResponse.BusinessDemographicsByCompanyResponse.BusinessDemographicsByCompanyResult.
ServiceResult.BusinessDemographicsReport.BasicData.ZIPCodeOrPostalCode = BDE Zip Code
WebServiceResponse.BusinessDemographicsByCompanyResponse.BusinessDemographicsByCompanyResult.
ServiceResult.BusinessDemographicsReport.BasicData.Country = BDE Country
WebServiceResponse.BusinessDemographicsByCompanyResponse.BusinessDemographicsByCompanyResult.
ServiceResult.BusinessDemographicsReport.BasicData.Phone = BDE Phone
WebServiceResponse.BusinessDemographicsByCompanyResponse.BusinessDemographicsByCompanyResult.
ServiceResult.BusinessDemographicsReport.BasicData.MatchScore = BDE Match Score
WebServiceResponse.BusinessDemographicsByCompanyResponse.BusinessDemographicsByCompanyResult.
ServiceResult.BusinessDemographicsReport.BusinessDemographics.BusinessName = BDE Business Name
Integrating Business Data Enrichment into Marketo
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WebServiceResponse.BusinessDemographicsByCompanyResponse.BusinessDemographicsByCompanyResult.
ServiceResult.BusinessDemographicsReport.BusinessDemographics.TradeStyle = BDE Trade Style
WebServiceResponse.BusinessDemographicsByCompanyResponse.BusinessDemographicsByCompanyResult.
ServiceResult.BusinessDemographicsReport.BusinessDemographics.Phone = BDE Secondary Phone
WebServiceResponse.BusinessDemographicsByCompanyResponse.BusinessDemographicsByCompanyResult.
ServiceResult.BusinessDemographicsReport.BusinessDemographics.Fax = BDE Fax
WebServiceResponse.BusinessDemographicsByCompanyResponse.BusinessDemographicsByCompanyResult.
ServiceResult.BusinessDemographicsReport.BusinessDemographics.Url = BDE URL
WebServiceResponse.BusinessDemographicsByCompanyResponse.BusinessDemographicsByCompanyResult.
ServiceResult.BusinessDemographicsReport.BusinessDemographics.ExecutiveName = BDE Executive Name
WebServiceResponse.BusinessDemographicsByCompanyResponse.BusinessDemographicsByCompanyResult.
ServiceResult.BusinessDemographicsReport.BusinessDemographics.PrimarySIC = BDE Primary SIC
WebServiceResponse.BusinessDemographicsByCompanyResponse.BusinessDemographicsByCompanyResult.
ServiceResult.BusinessDemographicsReport.BusinessDemographics.SecondarySIC = BDE Secondary SIC
WebServiceResponse.BusinessDemographicsByCompanyResponse.BusinessDemographicsByCompanyResult.
ServiceResult.BusinessDemographicsReport.BusinessDemographics.PrimarySicDescription = BDE Primary SIC
Description
WebServiceResponse.BusinessDemographicsByCompanyResponse.BusinessDemographicsByCompanyResult.
ServiceResult.BusinessDemographicsReport.BusinessDemographics.SecondarySicDescription = BDE Secondary
SIC Description
WebServiceResponse.BusinessDemographicsByCompanyResponse.BusinessDemographicsByCompanyResult.
ServiceResult.BusinessDemographicsReport.BusinessDemographics.PrimaryNaicsCode = Primary NAICS Code
WebServiceResponse.BusinessDemographicsByCompanyResponse.BusinessDemographicsByCompanyResult.
ServiceResult.BusinessDemographicsReport.BusinessDemographics.PrimaryNaicsDescription = Primary NAICS
Description
WebServiceResponse.BusinessDemographicsByCompanyResponse.BusinessDemographicsByCompanyResult.
ServiceResult.BusinessDemographicsReport.BusinessDemographics.YearStarted = BDE Year Started
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WebServiceResponse.BusinessDemographicsByCompanyResponse.BusinessDemographicsByCompanyResult.
ServiceResult.BusinessDemographicsReport.BusinessDemographics.Ownership = BDE Ownership
WebServiceResponse.BusinessDemographicsByCompanyResponse.BusinessDemographicsByCompanyResult.
ServiceResult.BusinessDemographicsReport.BusinessDemographics.LocationType = BDE Location Type
WebServiceResponse.BusinessDemographicsByCompanyResponse.BusinessDemographicsByCompanyResult.
ServiceResult.BusinessDemographicsReport.BusinessDemographics.AnnualSales = BDE Annual Sales
WebServiceResponse.BusinessDemographicsByCompanyResponse.BusinessDemographicsByCompanyResult.
ServiceResult.BusinessDemographicsReport.BusinessDemographics.AnnualSalesRange = BDE Annual Sales
Range
WebServiceResponse.BusinessDemographicsByCompanyResponse.BusinessDemographicsByCompanyResult.
ServiceResult.BusinessDemographicsReport.BusinessDemographics.Employees = BDE Employees
WebServiceResponse.BusinessDemographicsByCompanyResponse.BusinessDemographicsByCompanyResult.
ServiceResult.BusinessDemographicsReport.BusinessDemographics.EmployeesRange = BDE Employees Range
Save your Response Mappings by clicking “Save” at the bottom of the screen. The Webhook is now ready to
be used by the Marketo system.
Integrating Business Data Enrichment into Marketo
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If you go into the Leads Database and view this lead, you will see the custom fields populated with the data
returned from the API.
Congratulations! You have successfully integrated the Business Data Enrichment API into Marketo!
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User Guide
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