Integrating Zapier with Marketo

Tyron_Pretorius · ‎04-08-2025

Connecting Marketo to Zapier allows you to unlock a world full of automation and integration capabilities. One way to do this is by sending a webhook from Marketo to Zapier containing information about an event or person and then using this to trigger a workflow to leverage all of the 3rd party integrations and automation tools that Zapier has which Marketo does not.

If you want to learn how to set up webhooks in Marketo, see different use cases, and how to troubleshoot issues then check out the Webhook Quick Start Guide.

In this blog post I will show you how to:

Set up a Zap in Zapier to receive a webhook from Marketo
Configure your webhook in Marketo to send to Zapier
Request this webhook from the flow of a Marketo smart campaign

I will use the example of sending information from a form fill in Marketo to Zapier so that a Jira ticket can be created and populated using the form fill information and a Slack message sent to notify people of the ticket’s creation.

Why would you want to integrate with Zapier?

Zapier is a powerful automation tool with many different integrations with platforms like Slack, Jira, and Google Sheets. Marketo itself is also a powerful automation tool however it lacks the number of integrations and the ease of integration with 3rd party platforms that Zapier has.

By sending a webhook from Marketo to Zapier you can get the best of both worlds by being able to send data from Marketo to Zapier so that Zapier can kick off an automation workflow with these 3rd party platforms using the person or event information sent from Marketo.

Zap Setup to Receive Marketo Webhook

The very first step when setting up your Zap to receive a webhook from Marketo is to use the “Webhooks by Zapier” App and the “Catch Webhook” trigger. The “Webhook URL” that gets generated for this trigger is what we will use later on in Marketo as the destination for our webhook.

The next step takes the information that will be sent by the webhook to Zapier and uses it to populate a Jira ticket that is then moved into the “To Do” column of the responsible party in Step 3.

*Creating a Jira Ticket from the webhook information*

*Moving the Jira ticket to the “To Do” column*

Step 4 in this Zap is completely optional. All this step does is use some Python code to determine the date 30 days from the form submission date when the Jira ticket created in Step 2 will need to be completed.

*Determining the date 30 days from form submission date*

The final step in this Zap then uses the project key of the Jira ticket in Step 2 to create a link to this Jira ticket which will be sent to an appropriate Slack channel along with the due date for this ticket.

*Sending Slack notification with ticket information*

Setting up Webhook in Marketo

Follow these steps below to create a webhook to send information from Marketo to Zapier:

Navigate to the Admin section in Marketo
Click on “Webhooks” under the “Integration” section in the navigation tree on the left hand side
Click on “New Webhook” at the top of the screen
Name your webhook using the “Webhook Name” field
Enter an optional description if you desire
Paste the “Webhook URL” from the “Catch Webhook” trigger in Zapier into the “URL” field
Leave the “Request Type” as “Post”
What you put in the “Template” field will depend on the information you are trying to send to Zapier (see below for an example template)
Select “JSON” for the “Request Token Encoding” field
Leave the “Response type” field as “None”

For this particular example where information from a form fill is being sent to Zapier, the webhook template looked like this:

{
  "First Name" : {{Lead.First Name}},
  "Last Name" : {{Lead.Last Name}},
  "Email" : {{Lead.Email Address}},
  "Phone Number" : {{Lead.Form - Phone}},
  "Address" : {{Lead.Address}},
  "City" : {{Lead.city}},
  "Postal Code" : {{Lead.Postal Code}},
  "Country": {{Lead.Form - Country}},
  "State" : {{Lead.State}},
  "Request Type" : {{Lead.Request Type}},
  "Timestamp" : {{system.dateTime}}
}

Notice how lead tokens are being used to pull in the information that the person submitted to the form along with the system date time token to indicate when the form was filled out. You can insert similar tokens into your webhook template using the “Insert Token” buttons when creating or editing the webhook.

Calling Webhook in a Flow

Now this is the easy part!

All you have to do is include the “Call Webhook” action in the flow of your Smart Campaign.

*Trigger for form submission in Marketo*

*Calling the webhook to send from Marketo to Zapier*

What’s Next?

Sending a webhook from Marketo to Zapier unleashes a world full of possible automation and integration capabilities that you can use to streamline your marketing operations workflows.

When it comes to webhooks in Marketo we are only scratching the surface of the sorts of things we can do. Check out the Webhook Quick Start Guide to see a lot more use cases for webhooks such as:

Sending notifications to Slack from Marketo
Sending SMS to customers
Routing Leads In Salesforce with Chili Piper
Computing formulae and storing the output in a field