Marketo: Advance Referrals In The Hub Using Marketo

Setting up Referrals 2.0 integration with Marketo allows you to track your referrals as leads in Marketo, and also update your referral milestones in Influitive as the lead gets updated in Marketo.

This article requires some working knowledge of Marketo. You may want to brush up on this if you have not already.

Note: This article is only pertinent to you if you are just using Marketo to manage your leads i.e. not sending them on to Salesforce from Marketo for example.

Note: These steps outlined in this article will require the assistance of a Marketo user and/or a technical resource.

This article will cover:

Overview
Enable Influitive API Integration
Authorize your Referrals 2.0 with Marketo
Choose which fields from your Influitive referrals you want to map to your Marketo Leads
Configure the Influitive Referral Milestones you want to be advanced by Marketo
Creating your webhook in Marketo
Creating your Smart Campaign in Marketo
Testing your setup

1. Overview

At a high level, this is how the Influitive Integration with Marketo will work:

For each Referral created in Influitive, a corresponding Lead will be created in your instance of Marketo.
Every Marketo Lead that corresponds to an Influitive referral will be populated with a unique "Referral_ID". This Referral_ID allows Influitive to know which Marketo Leads are Influitive Referrals, and who referred them.
Using a webhook in Marketo, you can send a message to our Influitive API to alert Influitive whenever a Referral has progressed to a new Milestone. Influitive will then update the referral in Influitive, and award points and notify the referrer accordingly.

2. Enable the Influitive API Integration

You first need to enable the Influitive API integration to allow Referrals 2.0 to integrate with your Marketo instance.

1. Log in to Influitive, and click on the cog wheel in the top right corner of the Admin View, then click Integrations.

2. Find the Influitive API integration item and click Manage.

3. A new page will load. Click Enable Integration.

4.Click the Setup tab. This will reveal your Authorization Token and X_ORG_ID. Make note of these values, as you will need them later in this tutorial for creating your webhook in Marketo.

3. Authorize your Referrals 2.0 with Marketo

In order to push referral leads from Influitive to your Marketo instance, you must first authenticate your Marketo credentials in Influitive. You can learn how to do this in more detail in this article.

4. Choose which fields from your Influitive referrals you want to map to your Marketo Leads

When a referral is submitted from Influitive it will create a new lead if no other lead with that email address exists in Marketo, in addition to updating the campaign.

Mapping fields is how the data from Influitive will be translated to the lead in Marketo. Click the + Add Mapping button at the bottom if you want to add a mapping. To remove a mapping, click the x to the left side of the mapping.

Note: You must have a mapping to the following Lead - Email Marketo Fields in order for the mapping to save.

Below is a basic sample mapping:

The nomenclature on the Influitive Field section is as follows:

Prospect - The referral

Contact - The referrer (the person who submitted the referral)

Referral - The Influitive Referral Campaign

CRM - If you see this section, it can be ignored and is for internal purposes only.

For the Prospect, you can choose in the Influitive Field column any of the fields you collected in the form on your referral campaign. The name that appears in this section will be the same as the label on the form. If you don't see a field and would like it to appear, make sure you create that field on the form in your referral campaign.

For the Contact, you can choose from Name, Title, Email, and Company. These are the standard fields made available by Influitive and cannot be changed.

Note: The Referral - Referral Id field is crucial and must be included in your mappings in order to track the referral throughout the process.

At this point any referrals submitted should be showing in your Marketo lead database.

5. Configure the Influitive Referral Milestones you want to be advanced by Marketo

Edit your Referral Campaign and ensure you have created the appropriate milestones for your referral campaign. The default milestones are: Submitted, Qualified, Won, Lost.

Note the API code for each milestone you've created.

6. Creating your webhook in Marketo

To create a webhook in Marketo, navigate to Admin > Integration > Webhook.

On this page, click New Webhook

Now you will be greeted with a few fields to fill out:

You can call your Webhook whatever you like, the Description is optional. The Request Type; Request Token Encoding; and Response Type all should be filled in as above.

The really important part here is the URL. Let us break down the URL piece by piece:

Your URL will start like this:

https://api.influitive.com/referrals/

Note: If you are using an Influitive sandbox hub, your Hub URL likely ends with *.influitivedemo.com. If this is the case, the beginning part of the URL would be: https://api.influitivedemo.com/referrals/. For production instances be sure to change it back to api.influitive.com.

The following part refers to the Marketo field we are sending the referral ID to so just insert your field here between the curly brackets:

{{lead.ReferralID_Test}}

The final part of the URL refers to the milestones we configured in point 4 above. Here "qualified" is our API code we set to make the referral but yours would be whatever you chose to call your API code:

/milestones/qualified?_method=PUT

For example, if you used "Advanced" then this part of the URL would read:

/milestones/advanced?_method=PUT

Next we have to set the custom header for the webhook. To do this, we click Webhook Actions > Set Custom Header

You will be given the opportunity to add some headers so after you are done you want it to look something like this:

You can find your unique Authorization and X_ORG_ID token in Section 2 of this article. Once you have entered them here and also added the two other Headers and their Values exactly as in the above, click Save.

Note: You will need to repeat the steps above for each milestone that needs to be tracked in Influitive (except Submitted) e.g. Qualified, Won, Lost.

7. Creating your Smart Campaign in Marketo

To create a new Smart Campaign, firstly decide where you want this list to live in your Marketing Activities. Right-click on the folder you want it in and click New Smart Campaign.

Within the newly created campaign, we set our triggers or rules to say that if the lead meets these requirements, they will be put into this campaign. Drag the trigger(s) from the list on the right of the page. In this example below, the lead will be entered into the campaign if the field Lead Status has a value Working Contacted and their Referral ID field is not empty:

Next we want to call our Webhook. Navigate to the Flow tab. You need to find Integration > Webhook on the list on the right and drag it into the centre pane like we did with the trigger before. Then, we use the dropdown menu to select the Webhook:

Next, we move on to the Schedule tab where we just need to verify that the campaign is activated and the Smart List Mode is triggered. It should look like below:

8. Testing Your Setup

Here we will test that a Referral you make in Influitive shows up in Marketo and can be advanced back in Influitive when appropriate.

1. Submit a referral. You can learn how to do this here.

2. Navigate to your Marketo Integration logs by going to Integrations > Marketo V2 > Logs. We want to see a green 'Success'. If we see this, it means the referral has been sent to Marketo successfully. Click the details dropdown to see more information about the referral.

3. Go to your lead database in Marketo and find the referral.

4. Now, you will want to trigger the referral to be added to the Smart Campaign and thus the Webhook can be called and the referral will be updated on the referral dashboard in Influitive. In this case when I find the lead in Marketo, I switch the Lead Status field to Working - Contacted.

5. It may take a minute to update but if we head back to our Campaign List and navigate to the Results tab, we would hope to see our activity. In the Detail column, we should see "Sent '<name of webhook>" like below:

6. Finally, we can see the progress has been updated on our Referral Dashboard back in Influitive.

And there we have it! You can now have your referrals advanced automatically in the hub depending on their status in Marketo.