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.

Templated Experience Session Export Field names

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

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

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

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

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

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

Field Name: PathFactory Funnel Stages List – Threshold Met
API Name: pathFactoryFunnelStageThresholdMet
Field Type: String

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

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

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

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

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

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

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

If you have Pathfactory Website Tools deployed on your website, also create the fields below to capture details about visitor sessions on your website:

Website Tools Sessions Field names

Field Name: PathFactory Last Website Visit
API Name: pathFactoryLastWebsiteVisit
Field Type: dateTime

Field Name: PathFactory Website Topics Viewed
API Name: pathFactoryWebsiteTopicViewed
Field Type: Text Area

Field Name: PathFactory Website Content Journey
API Name: pathFactoryWebsiteContentJourney
Field Type: Text Area

Field Name: PathFactory Website Assets Viewed
API Name: pathFactoryWebsiteAssetsViewed
Field Type: Text Area

Field Name: PathFactory Website Engagement Time
API Name: pathFactoryWebsiteEngagementTime
Field Type: Integer

Field Name: PathFactory Website Total Views
API Name: pathFactoryWebsiteTotalViews
Field Type: Integer

Field Name: PathFactory Website Last Viewed Content Title
API Name: pathFactoryWebsiteLastViewedContentTitle
Field Type: String

Field Name: PathFactory WebsiteLast Viewed Content Source URL
API Name: pathFactoryWebsiteLastViewedContentSourceURL
Field Type: String

If you have Website tools set up on more than one website property include:

Field Name: PathFactory Website Property
API Name: pathFactoryWebsiteProperty
Field Type: String

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

Step 2: Create a Marketo Form for Each Export

  1. Create a new Marketo form in your Marketo instance for each export you are creating. 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.

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

Step 3: Set up the Form API Export in PathFactory

  1. Login to your PathFactory instance.
  2. Navigate to Organization Settings > Marketo Account tab.
  3. Select + Add API Form Submission Export. A modal appears.
  4. 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.

Example of embedded code

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 Templated Experience Session for visits to PathFactory Experiences, and Website Tools Session for engagement captured on the website 

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.

  1. Select Configure Event Fields. A modal opens.
    Marketo field dropdown list
  2. 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.
  3. 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.Email address input

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Updated on October 4, 2024
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