Why Attend

Elevate your Marketo automation beyond the basics! Join our February User Group session to explore two powerful features for creating dynamic, intelligent, and connected marketing programs: Webhooks and Self-Service Flow Steps (SSFS).

Learn practical setup techniques, discover innovative use cases, and see how these can integrate with AI. Whether you're looking to connect Marketo to set up integrations with third-party systems in real-time with native integration or build custom integration from ground up, this session will provide actionable strategies to enhance your technical foundation and drive innovation in your Marketo instance.

Description

Take your Marketo expertise to the next level! This deep-dive session focuses on two powerful features that unlock the gateway to integrating your Marketo instance with external applications: Webhooks and Self-Service Flow Steps (SSFS).

We’ll start with practical, step-by-step guidance on how to configure Webhooks. Next, we’ll explore Self Service Flow Steps, explaining how to build, implement, and leverage custom flow steps to extend Marketo’s native functionality.

The highlight will be a series of real-world use cases, culminating in a demonstration of how to combine these Marketo features with AI capabilities to create marketing experiences that move the needle!

Agenda

• Welcome & Session Objectives

• Part 1: Webhooks in Marketo – The Gateway to Real-Time Integration

  • Configuration, security, and debugging

  • Use cases: Instant CRM updates, external system notifications, data enrichment

• Part 2: Self-Service Flow Steps (SSFS) – Extending Marketo’s Core Logic

  • What are SSFS? Architecture and development overview

  • Key differences between SSFS and Webhooks

  • How to build, test, and implement a custom flow step

  • Use cases: Custom calculations, AI prompts, niche third-party integrations, complex data validation

• Wrap-Up, Key Takeaways & Q&A

Target Audience

• Marketo Users: Professionals already using or considering Marketo who want to expand their marketing capabilities.

• Marketing Operations Professionals: MOPs teams responsible for Marketo administration and data quality

• Marketo Administrators: Those managing database architecture, integrations, and technical infrastructure

• AI/Automation Adopters: Organizations preparing their Marketo instance for AI-powered capabilities

• Data-Conscious Marketers: Teams looking to improve data quality, reporting accuracy, and campaign effectiveness