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How to Use SalesIntel’s Data Enrichment in Marketo

In addition to being able to export contacts directly to Marketo, our users now have the ability to run one time enrichments or set up auto enrichment for leads and contacts with Data Enrichment for Marketo!

  • This new functionality is completely customizable for any enrichment you’re needing and can be used in multiple ways. For example you can…
  • Easily set up auto enrichment such as inbound form fills to get better insight for outreach or customizing your message.
  • Fight data decay by keeping your contacts and accounts up to date with the latest information.
  • Enrich and append event leads to get technographic and firmographic information
  • Auto-enrich every lead or contact added to your system by a sales rep
  • And more!
This video will explain how to complete three different actions with SalesIntel’s Data Enrichment Webhook:

Creating a Triggered Webhook will allow you to enrich form fills and contacts as they are added into your system

Creating a Scheduled Webhook will allow you to append specific fields that might be missing from your database.

Creating a Filtered Webhook will allow you to enrich targeted lists such as MQLs, event lists, etc.

Here’s how they work…

Creating a Triggered Webhook

A Triggered Webhook is a great way to keep all contacts up to date as they enter your database and add more information to your forms so you can reduce the number of fields you’re asking for which can lead to higher form submissions.

To set a Triggered Webhook when a lead or contact is created you need to create a SmartCampaign. You can do this by going to Marketing Activities, select “new SmartCampaign”, and select the campaign folder as ‘operational’. You can then give the campaign name as “SalesIntel Webhook Trigger” or anything else such as “SalesIntel Webhook – Contact Updates”. Finally, give the campaign a description and click create.

You’ll then be brought to a new screen to finish your set up.

Next, go to the SmartList tab, find “Lead is Created’ in the right column and drag it to the center area to add it as the trigger.

To continue setting up your SmartCampaign, go to the Flow tab, find “call webhook” in the right column and drag it to the center area and select “SalesIntel Webhook”.

Finally, go to the Schedule tab and click “activate” to turn on the SmartCampaign. With the triggered webhook active, add a new Email Address as a Lead to Marketo then check the ‘Results’ tab of this SmartCampaign to confirm the webhook was called and data appended successfully.

Now everytime a lead or contact is added to your database it will automatically be enriched with SalesIntel’s 95% accurate human-verified data!

Creating a Scheduled Webhook

A Scheduled Webhook is a great way to keep all of your contacts up to date by regularly enriching all contact information or specific fields on a set cadence. To set this up we need to create a SmartCampaign to call the webhook and a Requested Campaign to run the sequence.
First go to Marketing Activities, select “new SmartCampaign”, and select the campaign folder as ‘operational’. Name the campaign “SalesIntel Scheduled Webhook”. Finally, give the campaign a description and click create.

You’ll then be brought to a new screen to finish your set up.
In the rightmost column, search for “Campaign is Requested”. Then drag it to the center of the screen to set it as a trigger and set the source to “is Marketo Flow Action”.

Then, go to the Flow tab, find “call webhook” in the right column, drag it to the center and select the SalesIntel Webhook.

Next, go to the Schedule tab and activate the SmartCampaign.
Now you need to create the second SmartCampaign to bring it all together.
Create a new SmartCampaign called “SalesIntel Webhook Scheduler” and then add over any filters for this job such as job title, industry or any fields that you want updated on a regular basis.

Once you’ve completed this step, open the Flow tab, search for “request campaign” and drag it to the center. Then open the drop down menu here and select the campaign you just created, “SalesIntel Scheduled Webhook”.
Now you’re ready to set the schedule for these SmartCampaigns. Go to the Schedule tab, schedule recurrence, and then select how often you want to run these campaigns, what day of the week and if there’s an end date.

Finally click save and you’re set! You’ve successfully created a scheduled campaign to update specific contact fields.

Creating a Filtered Webhook

A Filtered Webhook is a great way to update specific contacts or lists such as MQLs, event lists and more.

To set up a Filtered Webhook to run on a schedule against a sub-set of records is similar to our previous example.

First create a SmartCampaign by going to Marketing Activities, select “new SmartCampaign”, and select the campaign folder as ‘operational’. You can then give the campaign name as “SalesIntel Filtered Webhook” or anything else such as “SalesIntel Filtered Webhook – Dreamforce 2020”. Finally, give the campaign a description and click create.

You’ll then be brought to a new screen to finish your set up.

Next, you’ll want to find “campaign requested” in the rightmost column, drag it to the center and set the source as “is Marketo Flow Action”.
Then open the Flow tab, find “call webhook” in the rightmost column and drag it to the center and set it to the “SalesIntel Webhook”.

Scheduling the Filtered Webhook

Now, you need to create a SmartCampaign to schedule the enrichment job.
Create a new SmartCampaign called “SalesIntel Filtered Webhook Scheduler” and click save. At this point you have a number of options depending on what information you want enriched:

  • For example, if you want to enrich all Marketing Qualified Leads that hadn’t been updated in over a week, then pull over “lead status” and set it for “is MQL” and pull over “updated at” from the rightmost column and set it for “in past, 1 week”.
  • Another example would be to run an enrichment job for a specific event lead list. Afterall, you don’t always get all the info you need from an event. To do this, pull over “member of list” and set it to “ in ‘your event name’”, pull over any fields you know are missing from the event lead list like phone, title or company name and set them to “is empty”.

Once you’ve set your Smart List Criteria, open the Flow tab, search for “request campaign” and drag it to the center. Then open the drop down menu here and select the campaign you just created, “SalesIntel Filtered Webhook”.

Then finish your set up by opening the Schedule tab and setting your desired time-frame for this job to be completed in. And you’re done!
The SalesIntel Webhook is now configured and running on a trigger to update records automatically and on a scheduled basis.