By taking advantage of the Marketo API:
Marketers unlock a gold mine of data that can support overall strategy in a major way.
But this can be intimidating for folks who haven’t used the API before.
This is why we decided to present:
“Marketo APIs: 3 Easy Ways to Activate Your Data”.
Our goal with this event was to make the Marketo APIs more accessible for marketers and demonstrate easy use cases that add a ton of value.
Hosted by: Lucas Machado (Director of AI & Automation, RP), Corey Bayless (Director, Prudential Financial), Lauren McCormack (Vice President, RP).
The FULL recording is available above.
Here’s a brief overview of what we covered.
After a quick introduction, we started by covering API fundamentals including what APIs are, why you should care, and Markto API basics.
From there, we covered not 3, but 5 Marketo API use cases!
1. Extract Bulk Activity Logs
This is a simple, but very powerful use case. While Marketo allows us to extract individual activity logs, it doesn’t allow us to extract them in bulk. Bulk logs are useful for analyzing email data, uncovering why opportunities were created, and much more. Watch above for a step-by-step walkthrough on how to extract bulk activity logs using the Marketo API.
2. Revert Data Changes
If you’ve ever been in a situation where you uploaded the wrong list to Marketo — or if the data was badly formatted — this will be a lifesaver. In the webinar above, learn how to use the Marketo API to reverse the data changes from a list upload.
3. Create Programs
Marketo is great at scaling. But there can still be a lot of manual work in the form of cloning programs, updating tokens, activating smart campaigns, and so on. If you’re running an instance with 100 campaigns per day then it will be pretty much impossible to keep track of it all. Fortunately, we cover how the Marketo API can be used to automate many of these manual processes — saving you time and enabling greater consistency and scalability.
4. Deduplication
Nearly every Marketo instance will eventually harbor duplicate leads. They can come from list uploads, form fills, CRM syncs, manual lead creation, etc. And since Marketo subscription costs scale with database size, duplicates are a major problem. Fixing them manually isn’t realistic either simply because of how long it takes. The Marketo API solves this directly by allowing you to perform mass deduplication in your instance.
5. Data Pipelines
Our final application uses the Marketo API to import outside data into static lists within your Marketo instance. This is extremely useful because not all SaaS platforms have code-free integration with Marketo. The API offers users a way to get data from those platforms (such as Oracle or Snowflake) into their instance without a ton of time-consuming manual coding work to keep Marketo lists up to date.
Be sure to check out the webinar recording above for an in-depth demonstration of how to apply these use cases.
And if you have any questions about the Marketo API, don’t hesitate to reach out to us!
