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How to Use Marketo APIs

Marketo Champion Sanford Whiteman, author of the TEKNKL blog, is a seen-it-all web, database, and systems architect based in NYC. He’s the Creator of FlowBoost for Marketo and has created many of the ancient web apps still in use today. Sandy has worked as a technical consultant for the largest (some might say oversized!) Marketo customers, connected apps, and for Marketo themselves – earning himself one of the highest rankings of Marketo technical specialist on the Marketo Nation site. If you’re talking tech and Marketo, you’ve probably already heard of Sandy — and maybe even had a discussion with him in the online community!

In this video, he breaks down the definition of a Marketo API and shows how to use Marketo’s APIs across a variety of use-cases.

Marketo API’s with Sanford Whiteman

FULL VIDEO TRANSCRIPT:

First thing I want to do is really clarify what we say API and perhaps you guys already know it stands for application programming interface. But what I want to emphasize is that’s the thing that you talk to instead of talking directly to Marketo. It’s a common misunderstanding that an API means you have this deep like entry into the entrails of Marketo when you can do anything you want.

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It’s actually the opposite in a way. Anytime there’s an API that means that there’s a layer in front of the backend platform. It is a layer in front of the databases. You can’t get directly to the databases and as my colleague Brian, whose in the back there, knows very well, we often deal with people who don’t understand that. They think oh there’s an API we can do anything we want. This is even sort of I don’t know if the name has come up yet but there should be new name for that that business book way where you get the naysayer the backstabber and the people in the office and stuff like that whatever that name should be it’s like the person who thinks API do everything that’s like a new bad thing but I keep meeting them and you know it makes sense because in the past you either had an API nor any other kind of access so they often think well that means you could do anything. This sounds like a fake story but it is true. Actually, that same person Brian and I put together a web app a very very long time ago that’s still running and it has an API sort of. Someone reached out to me the other day. It’s not related to Marketo by the way and someone found me online we never get any new clients anymore as well but she said do you have an open API I want to integrate with my new startup platform and I was like I dont really know how to answer the question because we have an export API. I mean you can get stuff out but we turned off the import API because it was like impossible to maintain and no one knew how to use it but people too junior to know what use it so I was like that’s the junction but if I say yeah she’s gonna say oh you can do anything I want but I actually said no I just have to round down to know because even though you can export to XML JSON whatever that’s not really enough but bear that in mind when when anybody not just Marketo tells you they have an API they have one function you can do that lets you get all the way or part of the way into the backend that’s it that’s all it takes to have an API. So that’s where some of my creative skepticism comes in as we go on again it’s instead of talking directly it doesn’t mean you can get it anything and api’s in many ways are defined by their limitations not by what they can do but what they can’t do and how they dash your hopes in every way until you find cool way. So again they’re not direct connections into Marketo quite the opposite in the old days I’ll show you a few slides there used to be such a thing as a direct connection into a remote system that you pay for no one really does that anymore preferring this layer in front but there are consequences to that as well.  So here’s what we called extractions of an internal system for public meaning authenticated public consumption over the internet but still public as opposed to inside the company you can’t do what Marketo can do with its in-house databases. I’ve seen those databases a little bit it’s clear that they can do way more and they’re using it in a way far more sophisticated than we can ever use it. Doesn’t mean we can’t do some cool stuff but just want to kind of hammer on that point just because you a market an API project doesn’t mean all of a sudden everything will be unearthed. Good thing is the API is well-documented. The bad thing is there’s nothing that’s on the documentation that it secretly does, right. That’s the way it always has been, the API. It’s not like oh I bet there is an endpoint. No, really it’s not on documentation there’s no such. In many ways here, by the way, I’m talking about the rest API which is going to be the last of the API’s that I talk about today. I’m actually gonna kind of tunnel our way into there through the other API’s what I consider the other API’s that are to me in a lot of ways more exciting. The rest API best encompasses the idea of an abstraction layer or reduce the surface area all this so to say always abstracts it always creates a different language from what the internal people are using. Almost never offers a full superset of what we can do via the UI. Common confusion with Marketo as people think well it has an API that means it must have some new features some stuff you can’t do interactively but some stuff like extract a report, look at a smart list exactly as it looks at any point in time, maintain smart campaigns. No way we’ll see a moment we can and can’t do. That stuff is not exposed at all because, like most platforms, the idea is to create more techie oriented more code oriented programmatic ways of accessing data but not to make that a superset of everything you could do. In fact in some ways that means you can’t build your own Marketo on top of Marketo’s API. That’s kind of okay you could compete with them all kinds of other things. It’d be great if you could see everything in the UI and more but you can’t. So almost everything can be a superset it’s usually a subset and we see that here in a very strong way with Marketo even as the API’s are all evolving they are really not even close to what you can do in the UI but just to be on the positive side we’re gonna learn some things you can do via the api’s that you can’t do any other way but again don’t think it must be everything you get when you log in and more it’s in many ways much much less except for some highlights of awesome stuff. Sometimes, I’ll just give you an example. For example, I don’t know if you guys know this you can do an API based list import into Marketo and dedupe on the lead ID. Who knew that? Anyway, unlike when you to a UI based list import which always dedupes on the email address if you’re using API to do seemingly the same thing you get a choice of deduping on ID which is awesome if you’re changing email addresses which is incredible if you’re trying to do things where the only key you have is the ID. Maybe you don’t have an email address, maybe you just have a phone number so really kind of a great example when there is something that shines out in the API. Any examples of tools you can think of that use that to their advantage. Like if I came across an integration how would you do that?  It’s a good question. I think that most sophisticated commercial integrations are aware of that maybe to a fault because they don’t know about the difference between deduping an email, deduping an ID, deduping out another custom field it seems like something I might have a slide I might have left out but I’ll try to get to that as well. A lot of times well let’s call it all the time the people running commercial integrations not like you guys. Commercial integration platforms don’t really know how Marketo works so that’s why they think it can do everything because they’re assuming that everything it can do is everything the API can and here we know as all people who have some degree of fluency in the UI it’s not even close. So, that’s a good question. I mean I think I think certainly they think you only can dedupe on ID it’s probably more likely than deduping on email. Then we have the other confusion of is the email the primary key in Marketo which it’s not even though constantly people think it is. So again you don’t know that unless you’re a Marketo user so you probably like what does that even mean as an integration architect and again that’s where some of my complaints come in about people trying to use the API without knowing about marketing itself. Again, we commonly use an industry standard format for input and output that could be as simple as a CSV or JSON if any of you are familiar with that. How many people here would consider yourself to be coders or code capable? Alright it’s a healthy enough number because I don’t want to alienate people you know some of what I’m doing today is hopefully teaching you guys how to deal with people that build integrations as well as building integrations yourselves. So for those who are coders it’s for you to learn and coders also evaluate other people’s work and also for people who just purchase such things it’s for you guys to know the dangers. So I talk about the format like JSON XML Mime, Mime is used in the asset API it’s a way of transferring static files. It’s the same encoding that we see on the web whenever we post those forms these are very common formats unlike for example what Marketo is using internally or what anyone’s using internally to query these databases they’re using like the my sequel line protocol or into something sequel server TDS protocol. Things that are proprietary or at the very least very complex these are generally text-based or text like like easy things. It’s another way of abstracting it and saying you know don’t be too scared this is nothing too elusive about using the API. A fraction of the performance of internal resources. Now let me tell you you can do 100,000 API calls to the Marketo rest API per day. You could do billions maybe even close to trillions of queries against their back-end database if you had direct access to the backend database. Proof again, not that I need to rub it in, you’re not really getting entry to the back. You are very much passing through a layer for security purposes to protect you, let’s say, protect the integrity the backend. That’s really kind of notable the very low API limits as well again I’ll get to that very low API limits with Marketo given how large some databases are right. SFDC, the same organization thank you Marketo. The SFDC org might get a million calls per day. Marketo can get fifty thousand to a hundred thousand depending on what you pay for. Even a couple of years ago you only got ten thousand so it’s really kind of incredible throttle that again means you have to be more intelligent with your architecture you have to know what what you can do if you have to do it 200,000 times a day, you can’t do it.  Now here’s a good thing, I do mean this honestly. The fact that API’s are limited, or that they’re defined by their limitations means that if someone comes in and says they have Marketo integration you know exactly what they’re playing with. You know that you can go on the public API docs with probably one exception that I’ll mention in a moment you know what they’re programming against. So when they start saying they can do things that you know can’t be done that makes you the great firewall against a shifty salesperson. We’ve had people come in and say with us if you see the same kind of thing oh we’ve got a native connector that’s going under the surface but what kind of native connector could that be. Salesforce prides itself on its open API it can’t possibly be true eventually you wittle it away and you find out they were lying. The same thing could clearly happen here and a lot of it with Marketo comes from people not understanding what Marketo really does as a UI right they’re not marketers they’re not marketing automation people so when it issues a thing they’re basically thinking that all you can do is what you can do in the API’s. You get this kind of weird cyclical reasoning. Anyway, in all seriousness there is a positive aspect here and that’s why it’s good for anyone even a non coder to kind of learn what the API can do because someone’s going to come in and tell you can do something else. You ought to know better. I have this fake sketch here. I wanted to show you guys that API’s are just kind of a newish way to connect to an internal service offered by a provider. In the old days it is on the left side in the old days you get like a VPN or maybe you be restricted by IP and you might have direct sequel access to the backend database which is exactly what you don’t have with an API. We definitely still, in some cases, in finance curiously enough you might instead of like a private VPN link and then you get direct access right Brian like DB2 access to provide like crazy flexibility. It’s awesome but that’s not an API it’s deeper than an API could ever be. I’m saying now instead we do public access usually over over the internet with SSL and you know authentication or something like that. Specific API’s are exposed and only that and then you’ve got the internal database. Some people inside like that Marketo for example are still doing direct traffic to the database in other cases the inside they’re doing what we used to call I don’t know if this term is still used ‘eating your own dog food’ which I guess means you use your own API so in other cases so in companies like Amazon or cutting-edge companies they will build an API internally and sort of prohibit connecting directly to database it’s always creating a layered approach for security protections. Again, driving the point home again, it’s just a port it’s not like this is supposed to be tinkering with the motherboard with a pair of forceps that’s not what you’re doing with an API and so if the API doesn’t have a connector or the matching cable or whatever. There’s a saying in programming that that some of you might have heard if you are coders which is ‘programmed to the interface.’ The interface not the implementation is the long way and that means you basically code as if you don’t know what’s behind the API you don’t care about that you only care about what the API says it can do or what the Marketo doc says it can do Salesforce docs whatever you’re using and you don’t care about what’s behind that now there’s a problem there isn’t that I said that it doesn’t quite work is that if you don’t know what’s behind it you don’t feel the meaning of anything you don’t know the business use of any of these tools. So actually I think that this concept while its like a computer science concept or whatever, doesn’t really work with stuff like Marketo you do this that’s like you’ve got a really bad integration because nobody knows what’s if you act like you don’t know what’s behind it and you’re just like oh I guess I’ll do the lead activity update or something like that you don’t know what those words mean you know I’ve talked to integrators who ask me what tokens are who’ll ask me what snippets or what estimate assets are, again a wide world of things that are not understood. So I really mentioned this that program to the interface doesn’t really work with Marketo that’s why when we’re building an integration you need to be or at least have at your right hand a really experienced Marketo user, any user. A person who’s building campaigns, knows how to nurture programs up and down, can tell you all the terminology. They may not really know what you’re trying to do, but if you don’t communicate with that person it’s bad news.   Marketo’s outbound API that runs in a flow just like velocity runs during the center the assembly of an email this is part of the flow I call these the inflow accounts. The idea is that I call the object API’s I include the Marketo opportunity company sales person. I don’t know if any of you guys even use those they don’t work if you’re using SFDC by the way but they’re kind of cool to try to work if you don’t have a CRM. Then Marketo custom objects which do work regardless of whether you have a CRM and some of you were probably using so you wondering are they good idea and it depends. It also applies to a few areas but that what I call the object API’s one by one update so you know some of them are capable of bulk updates let’s call them one by one updates to distinguish from here the bulk and bulk-ish API’s for bulk activity extract which you can do monthly a giant file import into your data warehouse which is probably my favorite of the backend API’s simply because it does exactly what its advertised as doing. The asset API’s, how long have they been around? Were they rudimentary for an extended period of time or were they somewhat? They haven’t evolved too much since they were first we rolled out. I I think the static files API is great that’s how you can update for example JPEGs or PDFs and the designs, not not dynamic Marketo access the static asset and so it does again the question for me sometimes just does the API do everything it claims to do. Static files API absolutely does everything it claims to do because just saying you can create a way of uploading from you know your Adobe app or whatever else you are using. I didn’t say anyone could create using the API a way of uploading static files images and PDF’s and so on. I think those are pretty sophisticated I I’ll get into this later I have questions about whether these are useful for anyone not building a what I call a template as a service platform the people that do that that are selling templates and want to push templates and assets or anything else to you know 100 clients their perfect fit for you to build it for your own use I don’t know but again it’s knowing what you know They don’t make user interface API that means we can’t customize menus and buttons we can’t officially in a supportive way add you know color dropdowns or change the widgets that we used in the UI Marketo sky is going to be changing drastically the default widgets but as far as I know even though people have said otherwise it’s still not going to be programmable so basically that change gets thrust upon you and unlike even in something like you know Microsoft word or something like that which has had customizable menus for 30 years however long its existed a lot of platforms you don’t get that but obviously if Salesforce is your specialty you know you can do it in Salesforce so we kind of drive a little crazy that you don’t have those custom layout abilities change the interaction that way. We don’t have a reporting AP and that sucks because a reporting API would we need to find the report and then you can download the results of the report programmatically it’s like everybody’s really well did anybody they always do that I’ve struggled recently with and again what you haven’t what you don’t have is very good and I keep compared to cessful I’m not really a cell sports expert but I use the API bit so I know good contrast Salesforce no separate reporting API does anyone use the reporting API as health personal automatically download 2000 run limit that’s the problem so what’s better having having an API that can do everything but truncates you with 2,000 rows or not having the API ID off I would almost venture that where we are right now as bad as it is is better at a market at some point to build a reporting API that you know within sensible limits would let you download a giant loop or two thousand roses has no meaning I think that sales forces you know on their side they be like reporting API and you actually use it it’s in the disappointing we don’t have a forms preprocessor a Tiana this might seem kind of elusive to you guys but anyone ever try to plug in the CAPTCHA or other form validation okay so you know the you know the problem I’m getting at here is you can’t stop the form I’m going into Marketo before you validate the content which in many ways just completely subverts the idea of validating the fields so other you know my ideal platform because I use the forms JavaScript API so much is that this exists I know it’s never going it’s just not on the road but it would be great because that could mean that you could pre screw this up on the server so even if a hacker is getting a more modest trying to storm you can stop it before it gets into Marketo it’s dead now if you rolled every caption with that I mean your all every CAPTCHA it works when you first have to accept will lead into your TV then check to see the path reCAPTCHA then check to see if something like impersonate someone else invite a pastor – and then like barking it and then delete so it does work but in the interim you’ve got maybe you know so yeah that would be great validation of form fields also in case anybody here doesn’t realize but I mean you can validate form fields in the browser only if someone is not malicious and that doesn’t mean it doesn’t work I need the other 5% of the time so it wants to bypass your validation rules it’s a no-brainer and because we don’t have this API we can’t check to see if their input is actually valid before it gets into our kettle all we can do is you know block field some updates and try to check stuff in news proxy fields it again a whole lot of junk that’s fun to think about but would be solid at this we don’t have a campaign update API there is a smart list API now they can get the results of a smart list but you can’t change and reorder stuff I don’t know whether that’s a huge thing that’s missing game a lot of people think it exists so I just want to point that out big picture again maybe I must mean I can go in you eye let’s see tell me have you ever used the mantles eye but I wanted to show you that I built this pack on top of the non customizable landing page now I may feel that this is just a landing page header with this this palette of different colors in here and I make these into drop downs and that’s really great but as soon as Marketo comes out with sky permanently this is going to be just completely mangled and non-existent and the client or clients that I voted for are going to come to me screaming and say why did you do something that wasn’t actually using the UI and I’ll say well I kind of worked it a little bit that it was a hat but this is a good example of what you shouldn’t do anymore if your reverse-engineering something it’s not an API that’s another kind of confusion people say they watched the packets at the Marquee know he wants the Marketo server so I think I’m reverse engineered their API didn’t do anything like that you watch how it looks now maybe you could build a Chrome extension someone very ambitious and skilled person built a Chrome extension last year but Chrome extension that you then from extension that can enhance the UI but it’s only based on the UI continuum them exactly the same look our kettle is not obligated to you to tell you that they changed how the UI were what kind of JavaScript that uses at what request it makes for the server so I’ve committed this assume enough to know that I think it’s done if we can’t put pressure on mark it and give us a new my customization a together we can’t rely on things like this happening I thought that mark a toast I would never come out so I was like all right I’m gonna be fine but it is seriously going to break you know three of my clients that are using this thing I’m gonna say I can’t I can’t just do it again you don’t do hack course coming but it’s not gonna happen so let’s not say that we have to figure out what an API is not really make you should always be published documented um so we’re kidding we have just stand down here the client if you guys which I will continue to emphasize their design or scale in a way that at least these three definitely not designed for what I mean by this Daniel I knew that you can use the Munchkin API millions and millions of times per day without any problem forms jsapi is designed to be used millions of times per day so when you make those customizations on a form you can be assured it’ll continue to work even if a hacker discovers your site gets really mad at you or you just have a really successful campaign and so on and that’s really it work for me because I would like a security back-end person might on the community you know that I think a lot about security reliability resilience in ways that are kind of inconvenient but you know I want to be real when I talk to clients who are like in financial services or insurance and they want you file a risk assessment and you have to say well it’ll stop working if you know fifty thousand hits come in on the site you know they’ll be like oh there’s no way we rolling it out so those are important considerations we’ll need they may not be for all of you guys but I always think about that person the employee be honest which are read books and velocity encounter those are pretty good at moderate scale mean velocity execute every time you send an email they Marketo even if you don’t have a velocity to me that velocity is Marcos engine for assembly even so we know what’s running all the time you can overwhelm it if you pump a lot of stuff into movies do complex but so I didn’t see it’s kind of like I scale you know rather than moderate but I’m being a little conservative here and then munchkin API parts are just awesome inflow API let’s take give or take depending on your instance maybe 50 to 150 thousand executions per day which by the way is still beyond what we get again if you use both in as bulk like your spreadsheet your CSV actually has a million rows in it then you’re also efficient if you upload a spreadsheet that is one row in you or a million you forms JavaScript API so much is that this exists I know it’s never going it’s just not on the road but it would be great because that could mean that you could pre screw this up on the server so even if a hacker is getting a more modest trying to storm you can stop it before it gets into Marketo it’s dead now if you rolled every caption with that I mean your all every CAPTCHA it works when you first have to accept will lead into your TV then check to see the path reCAPTCHA then check to see if something like impersonate someone else invite a pastor – and then like barking it and then delete so it does work but in the interim you’ve got maybe you know so yeah that would be great validation of form fields also in case anybody here doesn’t realize but I mean you can validate form fields in the browser only if someone is not malicious and that doesn’t mean it doesn’t work I need the other 5% of the time so it wants to bypass your validation rules it’s a no-brainer and because we don’t have this API we can’t check to see if their input is actually valid before it gets into our kettle all we can do is you know block field some updates and try to check stuff in news proxy fields it again a whole lot of junk that’s fun to think about but would be solid at this we don’t have a campaign update API there is a smart list API now they can get the results of a smart list but you can’t change and reorder stuff I don’t know whether that’s a huge thing that’s missing game a lot of people think it exists so I just want to point that out big picture again maybe I must mean I can go in you eye let’s see tell me have you ever used the mantles eye but I wanted to show you that I built this pack on top of the non customizable landing page now I may feel that this is just a landing page header with this this palette of different colors in here and I make these into drop downs and that’s really great but as soon as Marketo comes out with sky permanently this is going to be just completely mangled and non-existent and the client or clients that I voted for are going to come to me screaming and say why did you do something that wasn’t actually using the UI and I’ll say well I kind of worked it a little bit that it was a hat but this is a good example of what you shouldn’t do anymore if your reverse-engineering something it’s not an API that’s another kind of confusion people say they watched the packets at the Marquee know he wants the Marketo server so I think I’m reverse engineered their API didn’t do anything like that you watch how it looks now maybe you could build a Chrome extension someone very ambitious and skilled person built a Chrome extension last year but Chrome extension that you then from extension that can enhance the UI but it’s only based on the UI continuum them exactly the same look our kettle is not obligated to you to tell you that they changed how the UI were what kind of JavaScript that uses at what request it makes for the server so I’ve committed this assume enough to know that I think it’s done if we can’t put pressure on mark it and give us a new my customization a together we can’t rely on things like this happening I thought that mark a toast I would never come out so I was like all right I’m gonna be fine but it is seriously going to break you know three of my clients that are using this thing I’m gonna say I can’t I can’t just do it again you don’t do hack course coming but it’s not gonna happen so let’s not say that we have to figure out what an API is not really make you should always be published documented um so we’re kidding we have just stand down here the client if you guys which I will continue to emphasize their design or scale in a way that at least these three definitely not designed for what I mean by this Daniel I knew that you can use the Munchkin API millions and millions of times per day without any problem forms jsapi is designed to be used millions of times per day so when you make those customizations on a form you can be assured it’ll continue to work even if a hacker discovers your site gets really mad at you or you just have a really successful campaign and so on and that’s really it work for me because I would like a security back-end person might on the community you know that I think a lot about security reliability resilience in ways that are kind of inconvenient but you know I want to be real when I talk to clients who are like in financial services or insurance and they want you file a risk assessment and you have to say well it’ll stop working if you know fifty thousand hits come in on the site you know they’ll be like oh there’s no way we rolling it out so those are important considerations we’ll need they may not be for all of you guys but I always think about that person the employee be honest which are read books and velocity encounter those are pretty good at moderate scale mean velocity execute every time you send an email they Marketo even if you don’t have a velocity to me that velocity is Marcos engine for assembly even so we know what’s running all the time you can overwhelm it if you pump a lot of stuff into movies do complex but so I didn’t see it’s kind of like I scale you know rather than moderate but I’m being a little conservative here and then munchkin API parts are just awesome inflow API let’s take give or take depending on your instance maybe 50 to 150 thousand executions per day which by the way is still beyond what we get again if you use both in as bulk like your spreadsheet your CSV actually has a million rows in it then you’re also efficient if you upload a spreadsheet that is one row in you or a million you try to upload you know a million sheets to this one one for each not gonna happen so it really depends on how bulky your data truly same really kind of goes through from the download even more downloads who knew morning there’s a balance of less efficient if it is you want to get everything at once or send everything at once um custom of you guys really the same idea multiply multiply multiply one of the things that I see I said what I mentioning here it’s really that if you were like let’s say using a sedate guys to update landing pages and templates and stuff like that well what if your work group has like 25 people and they’re all getting save all the time and each time you’re trying to execute one of these API calls we run out of calls think about that way I don’t think that many plans were you know she served Docs or whatever autosave over the course of the day every time you do not usually that’s why I say don’t rush it too often to Marketo it can be efficient otherwise I’d be a little weary big work and that’s kind of why I think bones really built this yeah I think they’re thinking you go to enterprise music okay you know it’s integrates with Photoshop or InDesign but yeah so if someone said like all of your changes will be immediately flashed as soon as you can save in InDesign that’s not but you know every power oh I had an old inca the so big guy is the old age I’ve never really worried about that today but if anyone especially that first do it terminology if you got has any points because sometimes you’d be confusing something we’re using the game using API what do they mean I said that the API is a collection that’s really the same ocular future lead api company and access using the same protocol meaning rest or so like those would be two different API other people that they were terminology that that’s the way and then the endpoint is a function like dileep rima you know update create those are the individual function endpoints within so often when somebody says using the API ways been working I said what endpoint it’s like you’re already on the wrong foot in to say I’m using the up cert be old ich liebe JSON REST API endpoint and the question lead it it’s not a bet but they just side by side that seemingly very much do the same thing with their different influence do comment both the rest API integrations but they do different little bit so here’s an example of some problems with integrations that you’re building the integration you might find it kind of looks like we do everything you want but not from one API or one function so they gave you examples here when books can read and update that and upload they never get custom object access so you can’t do that velocity can read custom objects but sorta can’t unless you do something really cool right the custom objects back to leave so it’s like they’re shared they’re old each of them is almost doing what you might want if you want full control over custom object writing right and then you doesn’t rest how’s the market API which does all those things but you need a separate system so I think this is a just kind of encapsulate as well you can have you know there’s no magic bullet within the new publish date guys think mostly what do you want now of course if you when you can you want to stack the different API supply information so it’s mentioning we capture every caption consists of forms JavaScript look snippet for in JavaScript that runs in the browser to get through the web without either one of those you’re not going to get the caption working book with info you can mostly do punch game in a web hope this is an example of how you can have like if you have America campaign IDs and your URLs you could simplify them or make them friendly names you do that by passing the dinosaur wet book when it comes in a combination of parchment logging and the wet book translating or updating like a last you see and somebody users like that if you ever want to create a custom object from a form fill out something that people think would be really cool like because otherwise you overwrite the data every time someone fills out a form you can do that as well but that would be a question of forms posting send the data to a wetland and the web book loops back in using the REST API to update the customizer very creative because the mountain it works but like there’s no way to definitely simulate the eyes it’s a matter of combining those different approaches and this little hint here to what I was mentioning before if you want to aggregate custom object have it now I think I’m allowed to say that I probably did this recently with the full approval of Marketo themselves so I think I’m allowed to say you can you can aggregate custom object data like the most recent custom object or list of all the custom objects they have like their product insurance seems like persona mapping but you have to do it pretty crazy way if you use velocity to call the web code that then loops back in uses the REST API to aggregate the custom object feels back on delete I know it’s boring but if no one just said you can’t use the philosophy you use awesome call that I guess I did my singer that doesn’t sound weird but philosophy can pull in a map right velocity you can call the remote service while you’re assembling an email and get like the latest temperature in the place that you’re sending person to guys are so cheap nobody knows thing that is so you learned 30 different supposedly velocity cannot do what I just said but in reality it can pull data from remote service into any mail as it’s being assembled with a caveat that that takes a lot more horsepower to do that if done with trigger emails is really yes scalable so kind of you guys montane API is how you send visit web page and click link events that don’t ordinarily get sent and the form JP is how you extend the form to do different drop down foundation reCAPTCHA do great reCAPTCHA submit listeners to do ROI pixels and stuff like that so who’s annoying quiz with no cash prize today but here’s so I said much media Pat let’s fix missing hints so this is like a button a Google button doesn’t love a click link or you think my webpage activity what do you think it this one doesn’t this one doesn’t this one does telling you they look exactly the same let’s imagine they’re on the same day why only one of the fork the impossible good question but no yeah that would be good enough to get there it would be but that’s one of the case that they’re not all that but that’s a really good time yes if one of them were what he means is if the button launches JavaScript it doesn’t have like an eighth raft on it that goes to another patron it’s all script based that it would be like that’s a very good point actually I should give you full credit but anyone else have any ideas of what accessible that covers one of them okay so let’s say you would get the backup gift card [Music] today Oh so here’s the correct one the a tag that looks like a button is the wrong way but it’s the one why this rate product catalog you don’t dive around how to do oh great you had a good designer they use the pump and it must get ignored so that’s why this happens but you answer would definitely apply at this one where you might have a hash oh right this a big third case see the a trap is just the FA has one scan ignores any link that as an empty hash tag which is a common way it’s a just a pound sign or nothing a common way to use JavaScript to power I really should give me the full thumbs up it’s just that was one of them so yeah so and again this one maybe it’s not like the best practice was a perfectly reasonable common practice for a web developer if you guys fill it just like that and get it won’t get pops you were crazy you’re a Marketo why I know I clicked it I see the other things the Munchkin cooking is associated but that’s not being loved these doesn’t kind of crazy making stuff that you can fix like you see the money kid I won’t think around the code here that coders in the room we didn’t consume it later by the way I mean I can’t hang out all night and I look at someone and I could if anyone wants to like the big brains and code stuff later right hey you want to do yeah so this is just like a quick function that you would do to redecorate to use as much concern so we decorate those oh and this is the kind of thing that I have to write all the time I have a very weird job because like this is a weird specialty to have but it comes from reverse engineering how much it works if you are interested in doing that if you want to move into a development career or danger level of coding skill do this I’m gonna the Fiddler’s web proxy because if I didn’t have that product on my it’s free I didn’t I didn’t have that on my machine I wouldn’t know any other stuff it’s all about tracing over the last few years how much think really operates if you just wait for the  Munchkin activity to show up in the  activity log think about how crazy we  will go waiting that could be five minutes and you open a support case in there like that’s fine right so if you really want to know what lunch is logging what it’s not logging the web proxy that’s assault on your machine is how you eavesdrop on what grounds are actually sending to the server and as I said that’s majority of my knowledge in this area you cannot read this but comes from using fiddler this is one of a  sweetshop of my fiddler setup a micro  machine if anyone can see the front row  you can see that I have it intercepting  calls visit web page delaying calls to  click link  dropping calls to associate the  rewriting calls to the forms JavaScript  library you may think that’s crazy but  if things stop working you can’t explain  it to  there’s whoever they may be this is how  crazy things get and as I’m just telling  these guys see when I first started  using Martino’s because I was working  with a client on another project now  there’s no project as much pain was  working and I had to start doing this it  was like four years ago so I kind of came into it with a very wor strange  angle but if you don’t you know maybe  you don’t have to do this but you know  talk to your developer because until you  have this kind of expertise in-house I  think you can’t really know what you’re  missing in yes again much many guys  really got its label message the forms  JavaScript API they’ve probably seen in  many cases this is wave integrating all  manner of external services concepts  plugins add ons into into our California so we’re gonna phone with a little auto  complete thing in the product interest  here’s something that you have to be  very detailed to know why you can’t do  this would break apart a uniform trying  to you’re a big guy but having a  placeholder in there is impossible this  guy here’s a reCAPTCHA just a great  example of so not just the visual enhancements like that doesn’t speak  there yet but fixing crazy stuff it  doesn’t work referral forms they don’t  work unless you manipulate cookies would  you have to do with the JavaScript API  to get the right tiny it been informed  refill which I published all the code to  do that and without the forms JavaScript  API you couldn’t do it who’s using my encoder okay let’s see some  international I know but anyway you can  do a bit of grief though but we couldn’t  do that without the forums jobs for  maybe on because that’s what makes the  forum program otherwise it just sits  there  obeying the default out of the box  [Music]  maybe hitting but these are some of the  rules and regulations of doing the  JavaScript API so if you were the coders  in the room these are some of the rules  and later you can see how to as I said  have a mess up or Marketo forms  integration is do not use the forms  JavaScript API but still try to  customize a Marketo  form you will fail  you won’t fail badly you will not know  hope that you found sometimes because it  will work in some browsers with others  and that’s one of the things that harm  the JavaScript API is before it’s making  sure that it works the same in all  browsers partender forms to work I think in how  you ate some of some of the features in  definitely 99 and when you start doing  stuff that you’ve only tested in your  latest you know chrome 69 it’s not going  to work but if you use the form  JavaScript API to build your solution  you are within reason guaranteed that it  will continue to work yeah saying even  if you use the parts integration there  are things you make sure to use the API  in the right way these furnace tracking pixel let’s say it’s a top of the  cracker pixel and we’re trying to fix or  whatever I’m loading the onsuccess  anybody know why that doesn’t work  tracking pixel loading in the on success  of a course it’s because when you load a  pixel asynchronously is like the Google  of weapon is library only ones do it’s  not guaranteed to finish before the page  navigates away so sometimes in the work  and sometimes it won’t  the nightmare scenario the  troubleshooting does people will say I  think we’re getting half the conversions  we should and it’s actually because  based on random network  ooh let’s do these things the right way  the solution for that the solution is to  something like GA for example there’s a  callback method in GA call they get call  that you make sure that you wait for the  tracker to fire its callback and only in  its callback do you change the location  to the thank you URL so that’s that’s  waiting it’s serializer I’m sure I’m  sure if they happen in order the pixel  loads the ROI and agency sees it then  the page redirects otherwise it’s  effective so this might be something of  a real answer your question though we’re  talking about any sort of formed a  JavaScript API that this is a piece of  code that you put within the embed code  for the portal  it could be on the leg invade itself or  in the embed code it could be added to  the form descriptor which is what you  see in the court editor it could be  added as I think usually I do it in a  separate JavaScript clock you can do it  in any place really could be like on the  form itself on the landing um now in  fact what’s up – it’s sort of like a  separate agreement forms endpoints not  the same as informs JavaScript API not  officially documented but very easy to  see that it works and will always  continue to work and officially is  supported by our keto Unbounce  is like my nemesis because even though I  like bounces landing pages on that they  will use some bounce good yeah okay good  so I hope you realize this but if you  use fun bounces like you know my old  Mark Hamill logo but still they’re like  advertise integration the person who  filled out the form doesn’t have their  lunch in social section associated with  their leads you can’t track their  activities based on filling out the form  and that’s because this is a classic  example of like a fake integration where  on bounces put the marquetta logo on  there as if they understand  kettle works been apparently not once  did they talk to a Montana user to say  pants up looking out for you some Arcanumuser would say I don’t see  anything in Marketo so I don’t know what  they do is they don’t associate well  I’ll tell you how to you you without  their stupid broken integrations they  won’t fix and you’re replacing it with  something that’s two different credit  the senator is fine but if this didn’t  exist then they actually has a really  cool feature that for some reason they  think this works than using they’re  broken into tradition and it’s actually  better you can use you can use this  optional form data to a URL close to  your horns endpoint directly and it  works perfectly it doesn’t anything that  you inspect one bounced form to do with  the Department of integration  and just  what  it’s like you can see me or some of my  consequences that’s why I see the  marcantel over the first thing I think  is people using the logo  the depression is using you can ask me  more about it today you guys it’s very  good the replicated yet web books run  when will the service market that has  been called wet book construction  reasonable post that in the context that  many can pass all of these fields and my  tokens as well accompany children’s  program context where that leak is  passing through this part can be so wet  books are really good really good for  doing things like sending data  calculating new fields based on that  normalizing it you know atomization phone number formatting anything like  that happens the context of one week  well he did time and the result you can  do who uses an event registration cap  solution or wishes they have  yep like within Marketo  so you can use the music whether to call  to a central server that they may  account for every program every campaign  every event or whatever and that count  can be governed by like I might look  good in this called maximum event or  distance or something like that um  without a web mode what we do that isn’t  what you do it without an external  service that I haven’t done that post on  yet but but you still need a way my time  we still it’s basically what they call  back between programs has send them out the register for their new state of mom  but there’s someone new in that program  doesn’t do have I said speaking good few  hundred fifty thousand maximum per day  and usually really  well within that communication of the  API and it’s just really you know matter  would be able to manage the saris fold  and you know that person you know what  to do lookups demographic thermographic  information you do that via web book as  well  you can send out and maybe the sense  most important is equally important is  if something could be done via rest or  the do it be a weapon because you only  are going to get 50,000 most REST API   calls to use across every single  integration so wouldn’t it be better if  you can do it either way to do it more  flexible man  things that web hooks can’t do despite  their power they can’t create a new  leave because they execute in the  context of an existing leave in a in  which that leads that’ll send that weeds  data to a counter or it enrichment  service or something like that so they  can’t create a new one it’s always the  one that it’s running in like I said  practical limit maybe about maybe two  hundred fifty thousand depending on what  else you’re doing in your instance when  I really don’t have any direct access to  custom object data because we kind of  think they might is they can use my  tokens and lead tokens they can’t access  opportunities and that it kills me but  that’s not what we mean to enrich  that’s fine they are some really much  recovering they say which means the data  update is not guaranteed to finish by  the next step in the flow closed step is  this called medical  you are not  guaranteed to be able to execute the  next step with the new data so instead  you trigger on the data change data  value has changed or the lose all  triggers another trigger related to that  you don’t do really sorry no I  appreciate it it doesn’t usually work  but it’s not guaranteed to work cuz  you’re not bleeding for the data value  to change you’re waiting a minute  where’s the data value change trigger is  guaranteed to fire when that value that  you’re updating changes so anyway that’s  my I got away from that a long time ago  I think if wait steps is being you want  to make someone wait you know not make  someone have someon wait 48 hours before  they get a follow-up email or set of  days that’s what they’re for they’re not  for guessing that our keto is done you  know processing data I’m sorry anyway I  just think that’s not what you that’s  not what I would terminology lies this  is where it tastes a little bit weird  what’s the web mo is it the remote  service that the web hook definition in  Marketo ends up calling or is it the act  of setting up the definition in Marketo  or the act of calling footing that I  don’t know yes  you can create a new lead but it has to  run in the context of an existing you’re  right that’s I should have emphasized it  can’t the web app won’t run without lead  so that’s a very good clarification I  appreciate that  when Pope  cannot create a new lead  unless we run it and you have it  holodeck certain service or use the  forms and point of them other than what  you’re using to create a new legal but  otherwise it just sits there waiting to  be executed so that’s what I meant  sometimes people do wonder that they say  like can I use a web to create a new  what people actually do that that’s what  we’re doing to create duplicates okay  sure so yes is a terminology wise I  don’t know say just way too wet book  what do you mean do you mean put the  configuration in the web configuration  mission or you need rank the service or  you need find the service that is all  reason it gets more this time to show  you how this works for a second and some  users here the reason that distinction  is a little confusing the flow truth  which is a web book service is that the  web hooks service lets you run  JavaScript and you put the JavaScript into the payload template in the admin  side so it can be kind of mind-bending  they’re not existing flow whose user  can’t see how it works you guys use it  and so it’s like you’re writing it but  it’s not running in Marketo is passing  the code to an external service that’s  running the code  passing the results back but this it’s a  reforming authoring environment you can  do that here all kinds of crazy stuff  crazy Thompson over there and this is  what kind of looting to a moment ago  there is actually a way to do event  registration happening without clothes  using only work head over and it’s  totally crazy they’re ready dollars but  this is business a level definition I  have for doing that using the space  momentum but again it’s still a web book  because it’s calling well it’s calling  this outside do they mean it’s really  easy where they mean they know a little  bit of a fee I’m not sure it’s really that easy for the average person who’s  not a quarter to write a web service  it’s very easy for them to set up a web  definition and that’s where that you  know communications barrier comes in  what did I leave that I be going to the  admin do all that action see sometimes  you need like the code on the back end  so it’s kind of hard I don’t really have  an answer to whether for any given  person using your so when you can reach  out to that it’s like cool no foul right  if you want to fix updates that’s fine  you know a little bit because you let me  tell you it’s really easy but no one  does it for you  blossom paper integration well  I’m saying so velocity runs when email  was assembled all these runs in my camera always uses philosophy assemble  everything just keep in mind I said it  before  it doesn’t matter if you have a velocity  – again no script okay in your email  heads always want to bless me for the  building blocks of that’s good because  it means you get me doing – that I use a  lot more that’s my philosophy can do  things like help the custom on guns and  sort built their lists of stuff and look  at the date field on someone and protect  what seven days and the future is when  you have a say or something like that  velocity so it wants tightly integrated  and also there is an abstraction window  saying ages ago about what is the  abstraction you can track access with  that base we do have access to all the  fields and you have jump and jonathan is  like the most powerful version  now this is for example a page from the  Java 6 specification this is just one  page so somebody said the other day in  the community  anything else Kryptonian I wish mark you  would replace philosophy with something  like more robust which I knew that  thread go but I thought it was really  crazy because there was nothing more  honest that you could constantly have a  subscripting language for assembling  emails then plus get market themselves  news boss maybe you can also use  philosophy math and generating hashes  and security that assembly lists it’s  just insane so it was really weird to  say that it wasn’t robust I think what  they meant mental ironically was it’s  not easy and that is true it is not easy  but it’s very good so here’s some ideas  localizing output if you have the leads  preferred language country you can use a  whole lookup table all kinds of product  catalogs we do crazy stuff with product  catalog storing velocity and figuring out sales reps or regions and all matter  of matching that you might be thinking  maybe you would have used wet book which  is also possible but philosophy is way  more efficient so if I have been calling  out to a web look service to look up  what represents a certain with you if  you grab the area you could potentially  do it all in velocity way faster and  more efficient customer picks and emails  [Music]  [Music]  because I may be done maybe anyway  upcoming events special offers that all  kinds of things segmentation you ever  want to use sentiment based on what  segments someone is in in multiple  segmentations so that content is based  on a matrix of the different segments  they’re in there is no way to do that  other than velocity and in velocity it’s  very simple because you see the name of  the segment there in these technician so  you do again put that or some sort of  other way of repairing and get complex  complex dynamic content I call it  something that a contact TM yeah but  it’s really hyper dynamic so flexible doesn’t have a rich text editor yes but  if you want to switch out put it based  on multiple segmentations at the same  time nothing like it  see I’m saying right dynamically can be  same but a snippet is on one  segmentation velocity can say that  content based on all the segmentation  sum of all segments some other things  you realize like I said velocity can  replace things  more costly things API calls and and so  on I am trying to say 20 password it’s  just some English French why image  specific uplift thing for website as  well  encrypted ridiculous security thing that  I know for a client where they needed to  have the leads you know first name and  last name securely encoded using AES  international current standard and then  turn into a string put in the URL Abe  required it wasn’t me okay literally  didn’t just make this up to show on but  they required it because they were  passing stuff from an external reference center highly but yet so they required  that everything we miss you  battery’s running down since switching  oh yeah I just went on I do everything  about philosophy stuff philosophy you  can’t do okay  now or the meat of the rustic guideline  what you should do before you do  anything with the rest api building it  internally set up a rest api gateway the  rest api gateway can be put up for  pennies even zero pennies on ads on web  services why is it so cheap  well because marked a time limit is so  low that when even if you said  everything to pass through the Ignite  gateway which in theory you pay for at a  hundred thousand 50 thousand api calls  per day you know this gives you a  million calls per month in the three  tier so it’s like the first twenty days  are free in the next 10 days or two  dollars what you get in return for  passing all of your Marketo REST API traffic through an API gateway it’s  really an unprecedented on the I should  say amount of visibility to how things  use your API again for a dollar a month  I can see how this specific API user  that I defined in Marketo what their  latency was like going to our kettle the  additional latency is the outbound how  many API calls they made that it will  support section 5 xx terrorism bear in  mind doesn’t let you limit the number of  calls that an individual API account can  use so any account can use every one of  your 50,000 daily calls killing all the  other integrations things I hate about  the ways it’s allocated but luckily with  their other services as well but here  this is this is a meteo safe gateway  this  like it um luckily by putting everything  through they’ve got a gateway which is  you know said nearly free you can make  sure that integrate feel suspicious  integration a gets only mm maximum calls  per day even if they misbehave and they  start overwhelming your instance in the  end like your other ones can have the  other eight house or something like that  okay what self kind of do this and it’s  it’s it’s really  okay  I think I lost my yeah my fuck the zoom  went down okay that’s my connection to  the news network so okay well and here  are most searched me what the meaning  guys the object it cameras and all that  stuff I didn’t get to show you these  next few slides which are great because  they show you what the Amazon API maybe  we can give you including a detailed  love of what your external inspiration  providers doing again you have to be  able to keep a watch on these much was a  promise indeed any more so I should  notice up the other week before an  ongoing for integration because I wasn’t  convinced the way they describe the way  beyond 24 integration views because the  mapping takes guy I wasn’t convinced they really knew what they were doing or  what it was going to do and I was  concerned that this okay what they were  going to do to the other API calls from  the other the health of the instance so  put everything through the API gateway  now right that they work telling the  truth but it allowed me to say I can tap  them in a thousand API calls per day  regardless of what they do I can stop  them from accessing a custom object API  just instantly or send these certain  data or hoarding the data in an  incorrect way so you would see that this  other slide is a great way to audit the  way integrations work but we will not  get to see the great

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