Setting up Clearbit Enrichment for Marketo

Benefits

The new Marketo integration has a lot of benefits, including:

  • Easier backfill and refresh functionality, which was very difficult (or impossible) before.
  • More stability handling the tricky bits, such as 202 status codes and double API calls.
  • Easier setup and field mappings, which used to be very manual.
  • Inclusion of premium data points like tech tags, phone numbers, etc.

If you are ready to integrate Clearbit enrichment for Marketo, go to your dashboard at https://marketo.clearbit.com/ and click on Get Started from the left panel to kick off the set up wizard.

 

What's Clearbit for Marketo?

Step 1 is simply an overview of everything you can do with Clearbit for Marketo. Go ahead and click the Get Started button to move on to the next step.

marketo-setup-1.png

 

Connect to Marketo

Step 2 is where we'll configure your Marketo settings to establish a connection between Clearbit and your Marketo account.

marketo-setup-2.png

A) Log in to your Marketo account and create an API-only role

  • Go the Admin section in the navigation bar.
  • Select Users & Roles from the left panel under the Security group.
  • Select Roles from the main panel and click on New Role right underneath it.
  • Fill in the form with descriptive, easy to identify information, such as:
    • Role Name: Clearbit API
    • Description: API-only role for use with Clearbit
    • Permissions: Access API (33 of 33)
  • After you're done, click on the Create button.

api-role.png

B) Now create a user and assign it the API-only role you just created

  • From the same panel, select Users and click on Invite New User right underneath it.
  • For Step 1 (Info), give your user a descriptive name and email address (it doesn't need to be valid) that will make it easy to remember you'll be using it with Clearbit, such as:
    • Email: api_user@clearbit.com
    • First Name: Clearbit
    • Last Name: API
    • Reason: API-only user for Clearbit
    • Access Expires: Never
  • After you're done, click on the Next button and move on to Step 2 (Permissions).
  • Select the API-only role you previously created (Clearbit API) and check the API Only box.
  • After you're done, click on the Next button again.
  • For the final step (Message), simply go ahead and click the Send button since API-only users don't require an invitation.

api-user-1.png api-user-2.png

C) Grab the credentials needed to approve the connection between Clearbit and Marketo

With our users and roles in place, we now need to create a customer web service that will provide the Client ID, Client Secret, and endpoint url needed to connect Clearbit to your Marketo account.

  • Still under the Admin section of the navigation bar, select Launchpoint from the left panel under the Integration group.
  • Click New and New Service right underneath it.
  • Fill in the form with the following information:
    • Display Name: Clearbit for Marketo
    • Service: Custom
    • Description: Service used to enrich lead records
    • API Only User: api_user@clearbit.com

web-service-1.png

  • After you're done, click Create.

Now that we created a custom web service, we can get the authentication credentials from it. We'll first grab the Client ID and Client Secret.

  • From the main panel, look for the web service you created (Clearbit for Marketo) and click on View Details.
  • Copy the Client Id and Client Secret from the modal window.

web-service-2.png

  • Go back to your Clearbit dashboard and paste them in the corresponding fields.

Then we'll head back to Marketo and grab the endpoint url.

  • From the left panel, still under the Integration group, select Web Services.
  • Scroll down to the REST API section inside the main panel.
  • Copy the Endpoint url, starting with https and ending with .com/ (without the word rest).

web-service-3.png

  • Go back to your Clearbit dashboard and paste it in the corresponding field. It should now look like similar to the image below.

marketo-setup-2a.png

  • Click the Connect to Marketo button to finish this step.

 

Set your data mappings

Step 3 is all about making sure Clearbit captures the data you're interested in and saves it to your corresponding fields in Marketo.

marketo-setup-3.png

Before we start mapping Clearbit fields to Marketo fields, it's worth taking a moment to think about how you're going to use the data. With the overwrite option toggled on, Clearbit will always save data to whichever Marketo field you link it to, regardless of whether or not there was data in there to begin with, so we recommend only enabling it for attributes that are difficult to standardize, such as Annual Revenue or Number of Employees, but leaving it off for attributes where leads might explicitly state their preference, such as First Name or Phone Number.

 

Additionally, we recommend leveraging Clearbit's System Status and System Enrichment Processed At attributes to keep track of when and how enrichment is taking place.

  • Go back to the Admin section of your Marketo account.
  • Select Field Management from the left panel, under the Database Management group.
  • Click on New Custom Field from the main panel and create a first field for status with the following properties:
    • Object: Person
    • Type: Integer
    • Name: Clearbit Status
    • API Name: clearbitStatus
  • After you're done, click Create.

custom-field-1.png

  • Click on New Custom Field again and create a second field for enriched at with the following properties:
    • Object: Person
    • Type: Datetime
    • Name: Clearbit Enriched At
    • API Name: clearbitEnrichedAt
  • After you're done, click Create.

custom-field-2.png

  • Finish mapping your new Marketo attributes to the corresponding Clearbit attributes.

marketo-setup-3a.png

Note: steps 1-3 are all that are needed to enrich leads that sign up through Marketo forms. If you're only interested in using forms, skip through steps 4 and 5 of the set up wizard by clicking through them in your Clearbit dashboard. Afterwards, follow this guide to set up your forms. If you want a more comprehensive enrichment through our webhook, continue reading this guide below.

 

Review your enrichment settings

Step 4 gives you control over how you'd like to enrich lead records. New lead enrichment will kick in via a Smart Campaign as soon as you create new leads. Refresh Enrichment will update the information stored about each of your previously enriched leads.

marketo-setup-4.png

Go ahead and click the Save and continue button. You can always come back to these settings after finishing the wizard.

 

Configure Enrichment Webhook in Marketo

The 5th and final step is to configure a webhook, which is a special url we'll use to allow Marketo to notify us when it's time to enrich a new lead coming from your Marketo account.

marketo-setup-5.png

  • Back in Marketo, go to the Admin section.
  • Select Webhooks from the Integration group in the left panel and click New Webhook.
  • Fill in the form with the following information:
    • Webhook Name: Clearbit for Marketo
    • Description: For use with Clearbit integration
    • URL: (copy the Webhook URL from your Clearbit dashboard)
    • Request Type: GET
    • Template: (leave it blank)
    • Request Token Encoding: (leave it blank)
    • Response type: None
  • After you're done, click Create.

webhook.png

Once the webhook is created, we'll have to add a custom header to it with an authorization token that verifies requests to it come from your Marketo account only.

  • From the right side of the main panel, select the webhook you created (Clearbit for Marketo).
  • Now, from the top of the panel, select Webhooks Actions and click on Set Custom Header right underneath it.
  • Copy the Webhook Header and the Webhook Authorization Header Value from your Clearbit dashboard and paste them in their corresponding fields inside the modal window:
    • Header: Authorization
    • Value: Bearer sk_your_secret_key

Now let's create a smart campaign inside Marketo.

  • Go to the Marketing Activities section in the navigation bar.
  • Select New from the main panel and click on New Smart Campaign right underneath it.
  • Fill in the form with the following information:
    • Folder: Data Management
    • Name: Clearbit Enrichment
    • Description: Triggers the 'Clearbit for Marketo' webhook whenever a new lead is created
    • Executable: (leave unchecked)

Next, we'll configure the smart campaign to trigger our webhook every time a new lead record is created.

  • From the main panel, select the Smart List tab.
  • Look for the Person is Created trigger from the right and drop it in the middle.
  • Now select the Flow tab from the top of the main panel (right next to Smart List).
  • Look for the Call Webhook integration from the right and drop it in the middle.
  • Select the webhook you created from the dropdown menu (Clearbit for Marketo).
  • Move on to the Schedule tab (right next to Flow) and click Activate.

Clearbit is now ready to enrich new lead records, so let's go ahead and test it by creating a new person in our database.

  • Head on over to the Database section in the navigation bar.
  • Select New from the main panel and click on New Person right underneath it.
  • List your own Email or anyone else you'd like to test your new configuration with.

Go back to your Clearbit dashboard and click the Test webhook configuration button. If everything went correctly, congratulations, you're finished setting up Clearbit for Marketo and you can continue on by clicking the Go to my dashboard button.

onboarding-success.png

 

Extra: backfill enrichment

The settings we just configured will only enrich leads going forward. If you'd like to enrich any of your existing records, you can create a static list and kick off the process manually.

  • Back in Marketo, go to the Database section of the navigation bar.
  • Select New from the All People tab and click on New List. Fill in the modal with the appropriate information, depending on the type of list you're creating.

backfill-1.png

  • Now you have to add people to your list. There's a couple of ways to do this. If you need help here, please follow Marketo's "Create a Static List" guide.
  • After you're done creating your list, head to you Clearbit dashboard and select the Enrichment settings section from the left navigation bar.

backfill-2.png

  • Finally, select the list you just created from the dropdown and click Enrich. Depending on the size of your list, the process can take anywhere from a few hours to a couple of days. You can check the status of your list enrichments there as well.

backfill-3.png

 

 

 

Note: If a field is required, you may use "[[null]]" as a placeholder to bypass field requirements for Clearbit to follow up with an Enrichment as the webhook is called or data is available via a Clearbit's Refresh functionality.