Slack Notifications with Marketo

The Marketo Slack integration uses webhooks from Marketo that are then sent to Slack containing the message to be shared in a direct message or a channel. There are three main parts: creating an app in Slack, creating the Webhook in Marketo, and then building a workflow in Marketo.

Part 1 - Creating an App in Slack for Marketo

1. Navigating to the Apps section of the Slack API center

2. Click “Create an App”

   
3. Click “From scratch”

4. Enter “Marketo” for the App Name

5. Select your Slack workspace to integrate with Marketo

6. Click “Create App”

7. Click on “Incoming Webhooks” on the follow-up screen or under “Features” in the left-hand navigation tree

8. Toggle on “Activate Incoming Webhooks”

   
9. Click on “Add New Webhook to Workspace”

10. Select the Slack channel or individual you would like to send notifications to

11. Click “Allow”

    
12. Copy the “Webhook URL” that appears for this channel/person

    You will need this “Webhook URL” later on in Marketo when setting up the destination for the webhook.

    

Part 2 - Creating a Webhook in Marketo

1. Navigate to the Admin section in Marketo.

2. Click on “Webhooks” under the “Integration” section in the navigation tree on the left-hand side.

   
3. Click on “New Webhook” at the top of the screen.

4. Name your webhook using the “Webhook Name” field.

5. Enter an optional description if you desire.

6. Paste the “Webhook URL” that you copied from the Slack App in the previous section.

7. Leave the “Request Type” as “Post”.

8. What you put in the “Template” (Payload Template) field will depend on the message you are trying to send to Slack.

   1. You can select default Marketo Tokens using the Insert Token button.

   2. To send Tourial Enagement Data, you can use Trigger Tokens. See additional details on Trigger Tokens and templates you can copy below.

9. Leave the “Request Token Encoding” field as “None”.

10. Leave the “Response type” field as “None”.

    

Sample Slack notification 👇 ​

Trigger Tokens for Tourial Engagement Data

Adding Trigger Tokens is simple, they just need to be included within the “Payload Template” when configuring the webhook.

Trigger Name: {{trigger.Trigger Name}}

Name: {{trigger.Name}}

Tourial Name: {{trigger.Tourial Name}}

Total time spent: {{trigger.Tourial Total Seconds}}

Tourial URL: {{trigger.Tourial URL}}

Total time spent: {{trigger.Tourial Total CTA Clicks}}

External links clicked: {{trigger.Tourial Total External Links Clicked}}

Lead Link MKTO: https://app-sj36.marketo.com/leadDatabase/loadLeadDetail?leadId={{Lead.Id}}

🛑 Note - replace sj36 in the URL for Lead Link above with your Data Center ID. Find it in Marketo URL after opening a Person Record, or go to Admin > My Account > Scroll to Support Info > Data Center.

To use the message setup from the Sample notification, copy and paste this Payload Template below. Then, update the text and/or tokens. Don't forget to update the Lead Link MKTO URL with your Data Center ID.

Copy and paste this into the Payload Template field:

{
"text": "\n\nYour contact engaged with a Tour!\n\n
Email: {{lead.Email Address:default=none}}\n
Trigger Name: {{trigger.Trigger Name}}\n
Tour Name: {{trigger.Name}}\n
Time Spent (sec): {{trigger.Tourial Total Seconds}}\n
Lead Record: https://app-sj36.marketo.com/leadDatabase/loadLeadDetail?leadId={{Lead.Id}}"
}

Part 3 - Building Interesting Moments in Marketo

Once you've setup the Webhook, you can create Interesting Moments using a Smart List and Flow to tell Marketo to listen for a trigger and then send a Slack notification.

1. Select Marketing Activities and select the folder you want to build the workflow in. In our example below, we're building it under Interesting Moments.

   
2. Click on Smart List and then add the Views Tourial trigger from the righthand panel.

   
3. From here, use the dropdown menu to determine whether you want to pull all Tourials viewed (in which you could use Tourial Name: is not empty), or include and exclude specific Tourials based on the name.

   Select Add Constraints to choose additional Tourial Engagement Data criteria.

   
4. With your Smart List triggers done, move over to Flow. This is where you add the actions you want to happen when a trigger occurs.

5. Select Add Webhook in the righthand panel and then click the Slack Webhook you just created.

   ​Tip: Use Tourial Engagement Data to influence your lead scoring model. More engagement, longer sessions, multiple views... these all indicate higher buyer intent!

   
6. Under Schedule, be sure to edit the Qualification Rules if you want people to be able to enter this flow more than once.

   

And that's it! Once you've set up one webhook, you can set up multiple for different Tourial Engagement parameters, or a separate one for when someone submits a form within your product tour.

Like this one!

Feel free to copy and paste this payload template too 😎

{
"text": "\n\nNew Tourial Form Submission!\n\n
Email: {{lead.Email Address:default=none}}\n
Trigger Name: {{trigger.Trigger Name}}\n
Name: {{trigger.Name}}\n
Company: {{company.Company Name:default=none}}\n
Lead Record: https://app-sj36.marketo.com/leadDatabase/loadLeadDetail?leadId={{Lead.Id}}"
}