TBT: API Integrations and Webhooks
Michael Tucker
In 2014: Marketo Champion Kelly Jo Horton and Raj Rajamani
Earlier this week I attended a MOPSTalk session with Hiring Managers in the Marketo universe and the topic shifted to the value of handling integrations in your MarTech stack. The moderator, Kelly Jo Horton, talked about learning to use webhooks as a first step to understanding how to integrate two different software tools into your marketing. So today we dive into a vintage webinar session that Kelly Jo presented on how to use Webhooks in Marketo.
Here are a few points on how webhooks work and their similarities to using the REST API in Marketo (as well as many other MarTech tools):
- Endpoints: An endpoint is basically a URL that has a unique naming structure at the end of it to distinguish what command you’re requesting to a system. if you’re new to working with endpoints you can find many examples in Marketo’s REST API documentation
- Querystring Parameters: Some of them have Query String parameters to pass along information… look at any text after a “?”. For those of you who are used to Google Analytics, you’re probably familiar with UTM Parameters. Both Google and Facebook Ads Manager provide URL Builders that quickly allow you to use UTM parameters in your API or Webhook requests.
- Responses: JSON (which stands for JavaScript Object Notation) is increasingly the standard that’s being used for responses for API endpoints. However Marketo accepts XML responses as well.
In addition to the content that Kelly Jo and Raj cover in the Marketo content, there are a number of other resources to learn the technical details about integrations. If you’d like more information about pre-made webhook content, read our article on How to Connect Marketo to 4,000 MarTech Apps.
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