How to Configure SMARTe Enrich API Integration for Marketo Users

Enriching data within Marketo to reach out to the right decision-makers has now become easier with SMARTe’s Enrich API. Our users can now keep their Marketo data fresh and relevant at all times. The functionality is super customizable and allows you to set up automatic enrichment of inbound form fills to get better insights and transfer only good leads to your sales teams.

This blogpost will guide you in everything you need to know to configure Enrich API for Marketo. But first, let’s just get to the basics. Let’s understand why you need data enrichment for CRMs like Marketo.

So, you’ve arrived to the conclusion that you need assistance to enrich your sales and marketing data. Data enrichment can get pretty confusing.

• How should I pick the right vendor?
• Do I need more than one vendor?
• How many technologies do I need?
• What data do I need?
• How do I maximize ROI?
• Will the tools integrate with my existing technology stack?

There are many solutions out there. If you running a data enrichment project for the first time, chances are you’ll find it quite intimidating. You might be tempted to google data providers and search for one best suited for your requirements. But first, you would want to thoroughly understand what your requirements exactly are to select and evaluate third-party data providers. Here are some common use cases:

1. Identify new opportunities

The most common reason why customers procure data from SMARTe is to find new prospects, whether they are contacts or accounts. The increasing interest in ABM (Account-Based Marketing), there’s a stronger need to acquire new leads through data and predictive analysis.

2. Validating your existing data

Your data may be complete and accurate, or you may be thinking it is complete and accurate. But, there is often a need to verify the data with a third-party provider. If your data in your CRM has been lying around untouched for about 6 months, high are the chances that your data is now stale. Doesn’t it sound like a great idea to validate if it is still accurate? In a different scenario, if you recently acquired a list of prospects and you are not completely sure about the source of the data, it might be a great idea to get it validated before loading it into your CRM.

2. Enrich existing CRM data

With several data-points feeding into your CRM, it is likely your CRM data can go stale sooner than you expect. By enriching CRM data, you’ll have a more robust profile of every record in your CRM. This will significantly improve your lead scoring mechanism and allows your sales reps to personalize every interaction with the customer.

Now that we have established the importance of CRM data enrichment, let’s move on to how you can configure SMARTe Enrich API on Marketo.

How to Configure SMARTe Enrich API for Marketo?

In the below guide we give you a detailed explanation on how to configure SMARTe Enrich API for Marketo.

Our users now will have the capability to run enrichments and set up auto enrichment for leads and contacts. The new functionality can be customized for any enrichment you might need and can be used in multiple ways.

To begin with, you have to configure SMARTe Enrich API’s webhook before you start enriching your data. Make sure your marketo instance is connected to SMARTe Enrich API before attempting to run enrichment.

In this video, Pradeep Badlani, Product Operations Manager at SMARTe, discusses how you can easily enrich incoming leads and contacts on marketo. Badlani demonstrates how Enrich’s features can verify contact information, company data, mobile numbers, and more.

Watch Video:

Full Video Transcript:

Hi! I am Pradeep Badlani, Senior Team Lead — Product Operations for SMARTe Enrich. I will be demonstrating how Enrich API can be integrated into your Marketo CRM.

Once you subscribe for Enrich API, you will receive a client-id and an authorization token from our support team which will be used to configure the API in Marketo. We will also share a URL and an input payload that will be used to request Enrich API. The request-type will be POST, request token encoding will be JSON and response format will be JSON.

Before moving into Marketo, I’d like to show you a sample input request, which constitutes for record-id, company-name, and other contact and company attributes.

The sample output response will include enriched fields of contact and company. These fields will be shared with you while configuring the output response mapping.

I’d also like to share the list that will be shared with you which includes both company fields as well as contact fields.

Before configuring response mapping, we need to add custom fields that will not be present in the CRM. For instance, contact GUID is a field which is required to be created manually in Marketo.

Let’s move on to Marketo!

1. Admin > Webhook > Add New Webhook

• Add webhook name, description, and URL that was shared with you by our support teams. Paste payload (also shared with you), set request token encoding to JSON, and set response type to JSON. Upon clicking create, you’ll see that a new webhook has been added. You need to set custom headers.

• Webhooks Actions > Set custom header > Set content type, client-id, and authorization-token as shared with you > Click on SAVE

The webhook is now configured to send an Enrich API request.

• After this, perform response mapping. Before that, create custom fields manually. Field Management > New Custom Field

Upon clicking create, please refresh the screen. Whichever fields are not available on Marketo can be custom created.

• Go to the webhook you created > Edit Response Mapping > Add > Add response attributes and the name you want on Marketo.

For demo purposes, I have created a webhook where I have mapped all the fields required.

Once all the fields are mapped, your webhook will be ready to use.

• Home > Marketing Activities > Webhook > New Smart Campaign

• Once you create a campaign, move on to Smart List and select how the webhook is triggered. You might have a web form or you might be running an email campaign.

• Drag and drop the filters from the right column.

This way, if the records are added in the list, you can initiate Enrich API and those contacts will be refreshed. Or you can set it up in a way that any inbound to your CRM will go through the Enrich API.

• Set up a flow. Go to Flow > Call webhook > Select webhook (Enrich API) > Schedule > Activate

Now the campaign is created and whichever record will go through this campaign, you can view the results on the Results tab.

1. Let me add a new lead as an example.

1. Go to the campaign > Marketing Activities > Results tab > You will see that the lead has been added.

If you go to All Leads > Leads tab > you will see that the lead has been added.

1. If you go to Lead info, you will see that additional fields have been enriched through Enrich API.

Thanks for watching. Have a good day!

To know more about how easily we can help you set up auto enrichment for inbound leads and get better insights on your leads, please feel free to reach out to us.