Sending Data to Marketo Using Webhooks

In 2021, Marketo disabled posts to save2 endpoint. As a result, PathFactory switched to utilizing the Marketo Form Submit API export as a way to facilitate engagement session data send from PathFactory to Marketo.

Step 1: Create Fields in Marketo

First, you need to create new custom property fields in Marketo. You can find this configuration in Marketo’s Admin Settings > Field Management.

You will typically be sent a standard list of fields by one of our Implementation Specialists if you are currently onboarding with us. See the following list of field names for your reference.

Field names

Field Name: PathFactory Experience Name
Field Value: pathFactoryExperienceName
Field Type: String

Field Name: PathFactory Number of Assets Viewed
Field Value: pathFactoryNumberofAssetsViewed
Field Type: Integer

Field Name: PathFactory Content Count – Threshold Met
Field Value: pathFactoryContentCountMetThreshold
Field Type: Integer

Field Name: PathFactory Content Journey
Field Value: pathFactoryContentJourney
Field Type: Text Area

Field Name: PathFactory Content List – Threshold Met
Field Value: pathFactoryContentListThresholdMet
Field Type: Text Area

Field Name: PathFactory Topic List – Threshold Met
Field Value: pathFactoryTopicListThresholdMet
Field Type: String

Field Name: PathFactory Funnel Stage – Threshold Met
Field Value: pathFactoryFunnelStageThresholdMet
Field Type: String

Field Name: PathFactory Content Types List– Threshold Met
Field Value: pathFactoryContentTypesListThresholdMet
Field Type: Text Area

Field Name: PathFactory Engagement Score
Field Value: pathFactoryEngagementScore
Field Type: Integer

Field Name: PathFactory External ID
Field Value: pathFactoryExternalID
Field Type: String

Field Name: PathFactory Engagement Time
Field Value: pathFactoryEngagementTime
Field Type: Integer

Field Name: PathFactory Last Viewed Content Title
Field Value: pathFactoryLastViewedContentTitle
Field Type: String

Field Name: PathFactory Last Viewed Content Source URL
Field Value: pathFactoryLastViewedContentSourceURL
Field Type: String

NOTE: Please use the Field Type as we have recommended.

Step 2: Create a Marketo Form

Create a new Marketo form in your Marketo instance. Give the form a name that fits with your team and workflow. Common examples include PathFactory Forms API Sessions or PathFactory Visitor Sessions.

This form won’t be displayed to your visitors so keep the fields surfaced on the form as it could help us with testing.

Add all the fields you just created.
Add an Email field as well, which is the main unique identifier that converts the visitor.
Ensure the email field is the only required field.
When completed, select Finish and Approve and Close to save any changes.

Step 3: Set up the Form API Export in PathFactory

Login to your PathFactory instance.
Navigate to Organization Settings > Marketo Account tab.
Select + Add API Form Submission Export. A modal appears.
Complete the following fields in the modal.

Name: this name only appears in PathFactory, so choose whatever works best for you. Common examples are PathFactory Visitor Session or PathFactory Session.

Marketo Form ID: find this ID in your Marketo form embed code and paste it here. In the following example, my form ID is 1842.

Event Type: Choose Visitor Session

Fire for Excluded Visitors: select this option if you want data for excluded visitors (such as both your internal employees and PathFactory employees) to be included in the data.

Step 4: Add the Fields in Your Forms API

Since your API is connected to your PathFactory instance, you don’t need to manually populate the fields.

Select Configure Event Fields. A modal opens.
Marketo field dropdown list
Using the Event Field and Marketo Form Field drop-downs, map the PathFactory fields to the corresponding Marketo fields. Refer to the previous list of standard field names if necessary.
Select Save. You’re all ready to go!

Additional Form Submit API Export Settings

Edit: use if you want to edit the name of your form in PathFactory.

Refresh Marketo Form Fields: use to make updated, deleted, or new fields appear in the Marketo Form Field drop-down.

Remove: use to delete the form from PathFactory.

WARNING: removal is permanent. Deleted forms cannot be retrieved. You’ll have to re-create any removed forms.

Set up Notification Email for Export Failures

The API form submission export includes call logs as well automated email notification when failed calls occur. This feature ensures you will be notified immediately if an issue occurs with this data flow, versus having to periodically check.

If the last export was successfully processed, you’ll see the last processed date and time in UTC format. If the last export was not successful, you’ll see the last attempted export date and time in UTC format, and the failure log.

To set up an email notification, navigate to Organization Settings and select the Marketo Account tab. Here you can input the email address for the notification to be sent to. You can also see the last export status within this tab.