Export leads from LinkedIn to Marketo

Workflow

Revops

Intermediate

Use Template

This is a 'Workflow' template which means that it is a single standalone workflow.

Some workflow templates can be modified to work with other workflow templates - e.g. to convert a data sync between two services from uni-directional to bi-directional

Overview

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The purpose of this workflow is to capture leads from a LinkedIn Lead Generation Ad and use these to create and update your contacts in Marketo.

This workflow is fired every time a LinkedIn Lead Ad form is filled in and submitted:

Prerequisites

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To implement this workflow, you will need the following:

• You have API credentials for LinkedIn and Marketo

• Have a LinkedIn Lead Generation Ad Form set up and active on LinkedIn

Getting Live

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Click Use Template to deploy the template in your chosen Workspace.

Then take the following steps to configure the workflow and start submitting leads for processing:

The workflow will then start the process of pulling the leads into Marketo.

Key workflow steps

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The following diagram gives a simplified breakdown of the key steps in the workflow:

Get Question details

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For Each Question an additional call is made to LinkedIn to collect information on the question and given response.

This is done through a HTTP client connector and you just need to add your LinkedIn Authentication within the 'Auth tab' as you would for a standard LinkedIn connector.

Handling Question types

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All pre-built LinkedIn Lead Generation Ad Form questions such as First name, Last name, Company, Email, etc, are processed in the Predefined Questions branch.

You can add custom questions to the LinkedIn Lead Generation Ad Form. Note that they will be handled in the Custom Questions branch.

Standardization

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This Object Helpers step transforms the Lead Generation date into a standard object with fields in the following format:

First Name --> first_name

Last Name --> last_name

Lead Source --> lead_source

etc.

Note that the actual value for Lead Source ('PAID_SOCIAL' etc.) is mapped according to the data mapping section above.

For each lead we will then have a simple object which can be easily accessed by later Marketo steps using jsonpaths such as $.steps.object-helpers-1.result.first_name:

Validate Email

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The lead’s email address is validated for the appropriate user@domain.com format.

Create / Update contacts

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A search is made for an existing contact in Marketo using the lead’s email address as the unique identifier.

If a Marketo contact exists, update the contact record..

If a Marketo contact does not exist, create a new contact record.