Webhook Marketo Integration: 3 Easy Steps

Ayush Poddar • Last Modified: December 29th, 2022

Webhooks Marketo FI

The Marketing technology landscape has evolved significantly in recent years. Every company is competing to take advantage of the opportunities and foster effective Marketing workflows. Integrating Webhooks with your Marketing platform might make it easier for you to manage and streamline your workflow. Webhooks is one such tool that allows different platforms to share data in the form of messages or notifications. This communication occurs in real-time and is accomplished through the use of Webhooks URL.

Marketo is a well-known Marketing Automation software that allows companies to automate and track Marketing Engagement, Tasks, and Workflow. It can handle all of your Marketing Campaigns and generate quality Leads for you with its intelligent automation. Furthermore, Marketo Reports make it easy to track your Marketing Campaign by providing various kinds of visualizations in the form of reports and dashboards.

This article will guide you through the process of setting up Webhook Marketo Integration using 3 simple steps. It will provide you with a brief overview of Marketo and Webhook along with their key features. You will also explore the key benefits of setting up Webhook Marketo Integration in further sections. Let’s get started.

Table of Contents


  • An active Marketo account.
  • Working Knowledge of Marketing platforms.
  • Working Knowledge of Webhooks.
  • Working Knowledge of HTTP (Hypertext Transfer Protocol) Requests.

Introduction to Marketo

Marketo Logo
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Marketo is one of the popular Software-as-a-Service platforms that enable businesses to measure and automate Marketing tasks. It presents a multitude of Marketing-related solutions. Marketo is recognized as one of the enterprise leaders in the market as its solutions emphasize scale and complex workflows. It is based on the modular architecture as each module may be purchased and used independently. These modules may also be combined into bundles or utilized in conjunction to provide a comprehensive Marketing automation experience. Some of the modules in Marketo include E-Mail Marketing, Lead Management, Customer-Based Marketing, Revenue Attribution, and Account-Based Marketing among others.

Marketo does not have a built-in CRM (Customer Relationship Management) module, but it does integrate with prominent CRMs such as Salesforce, Microsoft Dynamics, and SAP, among others. Marketo’s solutions enable the automation of various stages of Digital Advertising across multiple channels such as E-Mail, Online, Mobile, and others. Thus, allowing Leads to be sourced, nurtured, and monitored in real-time.

Key Features of Marketo

Marketo provides a plethora of services that can assist businesses or individuals to increase revenue as well as have a better user experience. Some of the key features of Marketo include:

  • Lead Nurturing: Marketo enables companies to segment their Leads based on Target Industries, Marketing Personas, or the kind of interactions that are taking place. It also enables you to develop relationships with customers to boost conversion rates. 
  • SEO Tools: One of the most important aspects of good Marketing is Search Engine Optimization (SEO). Marketo brings together a variety of SEO tools in one place to help you improve your Marketing standards.
  • Account-Based Marketing: Marketo’s Account-Based Marketing (ABM) solution allows companies to create a smart list of characters that describe the persona they want to target, improve their website experience for those Leads, and engage them across multiple channels including the Web, E-Mail, and Advertisements. 
  • A/B Testing: Marketo provides E-Mail Testing to help you determine the best content to include in E-Mails and the ideal time to send them to increase the conversion rates.

To know more about Marketo, visit this link.

Introduction to Marketo Webhooks

Webhooks Logo
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Marketo Webhooks are an excellent way to transmit and receive data from third-party services such as Slack, Salesforce, HubSpot, and many more. It is a way for an application to provide real-time data to another application. It allows you to push or retrieve data from a specified URL (Unified Resource Locator) using the GET or POST HTTP verbs. 

To use a Webhook, you must first register a URL with the company that offers the service. That URL points to a location in your app where the data will be accepted and processed. The Webhook will deliver an update to your URL whenever something new happens. They’re quite useful, and the method to handle event reactions requires low resources.

The following are the properties associated with Marketo Webhook:

  • URL (Uniform Resource Locator): Enter the URL where you want to send your web service request.
  • Payload Template: Enter the template if you want to send information in the body of the POST. Any data format that supports HTTP POST, such as XML (Extensible Markup Language), JSON (Javascript Object Notation), or SOAP (Simple Object Access Protocol), can be used. Moreover, it is to be noted that string-type tokens are automatically enclosed by double-quotes.
  • Request Token Encoding: Indicate the format of your request (JSON or Form/Url) if the token values include special characters (such as an ampersand, ‘&’). To ensure that the Webhook communicates with the web service successfully, the appropriate encoding should be used for the body.
  • Response Type: Select the appropriate response type that you want to receive (JSON or XML). This will help you to correctly map response properties back to Lead fields in Marketo.
  • Custom Headers: It allows any number of custom Key-Value pairs to be added as HTTP Headers.

To know more about Marketo Webhook, visit this link.

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Hevo takes care of all your data preprocessing needs required to set up the integration and lets you focus on key business activities and draw a much powerful insight on how to generate more leads, retain customers, and take your business to new heights of profitability. It provides a consistent & reliable solution to manage data in real-time and always have analysis-ready data in your desired destination.

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Setting Up Webhook Marketo Integration

Now that you have a basic grasp of both technologies let’s try to understand the procedure to set up Webhook Marketo Integration. Below are the steps you can follow to set up Webhook Marketo Integration:

Step 1: Log In to your Marketo Account and Navigate to Webhooks

The first step in setting up Webhook Marketo Integration is to log in to your Marketo account. After logging in to your account, you can follow the below-mentioned procedure:

  • Navigate to the Admin tab as shown below.
Marketo Home page
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  • Locate and expand Integration on the left-hand side and then select Webhooks from the drop-down menu as shown below.
Side Menu Bar in Marketo
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Step 2: Configure your New Webhook

After the first step is completed, you can follow the below-mentioned procedure to configure your New Webhook:

  • In Marketo’s New Webhook dialog box, enter the required credentials as shown below.
New Webhook Dialog Box in Marketo
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  1. Enter the Webhooks URL along with the unique API (Application Programming Interface) Key in the URL section.
  2. Click Insert Token to add a token (such as an email address) to your request.
  3. Insert the template in the Template field to send the data in the body of the POST. Make sure to use a data format that supports HTTP POST, such as XML, JSON, or SOAP.
  4. Click Insert Token to add a token to your template.
  5. If the token values contain special characters, the Request Token Encoding field can be used. For encoding the token, you can request a format such as JSON or Form/URL.
  6. In the Response type field, you can select the response format (JSON or XML) that will be received from the third-party service.

Step 3: Create your Webhook Marketo Integration

After you’ve finished filling out the form, click the Create button as shown below.

Configuring the Webhook in Marketo
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With this, you have successfully created your Webhook Marketo Integration. It’s as simple as that. Marketo may now be integrated with any of your favorite platforms and systems.

Key Benefits of Webhook Marketo Integration

Webhook Marketo Integration provides numerous benefits. Some of the key benefits of setting up Webhook Marketo Integration include:

  • Webhook Marketo Integration delivers real-time updates with great performance. Webhooks are an excellent choice if you need to update the server data very often and also they reduce needless API calls from the client to the server.
  • Webhook Marketo Integration provides high availability and is easily accessible from any mobile or desktop platform. This allows you to receive timely notifications on your phone and laptop using your Webhook Marketo Integration.
  • Webhook Marketo Integration is an ideal choice for automated messaging that can be customized to your needs. You may also customize the Webhooks’ name and avatar. Thus, providing more control and customizations to the user.


In this article, you learned how to set up Webhook Marketo Integration. It also gave an overview of Marketo and Webhooks along with their key features. You also learned about the key benefits of implementing this integration. You may now build your Webhook Marketo Integration to gain access to third-party applications in your Marketo platform with ease.

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You may want to go one step further and perform an analysis of the Webhooks data. This will require you to transfer data from the Webhooks account to a Data Warehouse using various complex ETL processes. Hevo Data will automate your data transfer process, hence allowing you to focus on other aspects of your business like Analytics, Customer Management, etc. This platform allows you to transfer data from Webhooks, Marketo, and 100+ multiple sources to Cloud-based Data Warehouses like Snowflake, Google BigQuery, Amazon Redshift, etc. It will provide you with a hassle-free experience and make your work life much easier.

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Share your experience of setting up Webhook Marketo Integration in the comments section below!

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