Send Marketo Form Data to SlapFive

This section shows you how to create a Marketo form and send responses to SlapFive. Use cases include: advocate nominations, customer referrals, approval forms, and onboarding forms.

Process Overview

The automated workflow runs in four steps:

1. Form: A prospect fills out a Marketo landing page form with their details.

2. Smart Campaign: A Marketo Smart Campaign detects the form submission and triggers automatically.

3. Webhook: The campaign calls a configured Webhook that POSTs the form data as JSON to SlapFive's automation server, which updates SlapFive Members, Companies, Campaigns, etc.

Step 1 — Create the Webhook

The Webhook tells Marketo where to send data and what to include in the request body.

1. In Marketo, navigate to Admin → Integration → Webhooks.

2. Click New Webhook. The New Webhook dialog opens.

3. Complete each field as follows:

Field	Value to Enter
Webhook Name	Send Form Completion to SlapFive (or any descriptive name)
Description	Enter an optional description
URL	Paste the Webhook Trigger URL provided by your SlapFive CSM here
Request Type	POST
Template	Use Marketo's Insert Token function to generate the JSON body that your form will pass to SlapFive. Marketo will automatically replace each token with the lead's field value when the webhook fires. See example below.
Request Token Encoding	UTF-8
Response Type	JSON

Template Field: JSON Body Example

json

{
  "referral_first_name": "{{lead.First Name:default=edit me}}",
  "referral_last_name": "{{lead.Last Name:default=edit me}}",
  "referral_email": "{{lead.Email Address:default=edit me}}",
  "referral_job_title": "{{lead.Job Title:default=edit me}}",
  "referral_company_name": "{{company.Company Name:default=edit me}}",
  "referrer_email": "{{lead.Temp String 5:default=edit me}}",
  "why_referring": "{{lead.Temp Text Area 1:default=edit me}}"
}

4. Click Save. The webhook now appears in your Webhooks list.

5. Reopen the webhook you just saved and click Add Header. Add the following header so that SlapFive's server correctly interprets the request body as JSON:

Header Name	Header Value
Content-Type	application/json

6. Click Save again.

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Step 2 — Create the Form

Build the Marketo form that collects the data you want to pass to SlapFive. If you already have a suitable form, skip to Part 3.

1. In Marketo, navigate to Design Studio → Forms, or right-click a folder in Marketing Activities and choose New → New Form.

2. Click New Form. Enter a descriptive name (e.g. Customer Referral Form) and click Create.

3. The Form Editor opens. Add the form fields using the field picker on the left panel:

Field Label	Field API Name	Input Type	Required?
First Name	FirstName	Text	Yes
Last Name	LastName	Text
Email Address	Email	Email	Yes
Company Name	Company	Text

Mark Email Address as Required. Marketo uses email address as the unique identifier for lead records. Without a required email field, Marketo cannot create or match leads correctly, which will result in missing data in SlapFive.

1. Click the Thank You Page tab and enter a redirect URL or a thank-you message to display after submission.

2. Click Finish → Approve and Close. Embed the form on a Marketo Landing Page or copy the Embed Code to add it to an external page.

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Part 3 — Create the Smart Campaign

The Smart Campaign is the automation engine that listens for form submissions and fires the webhook.

1. In Marketo, go to Marketing Activities, right-click the program or folder where this campaign should live and select New Smart Campaign. Give it a clear name such as Webhook — Send to SlapFive.

Smart List (Trigger)

1. Click the Smart List tab. From the trigger panel on the right, drag Fills Out Form onto the canvas and configure it:

Setting	Value
Trigger	Fills Out Form
Form	Select the form you created in Part 2
Web Page (optional)	Any, or restrict to a specific landing page URL

Use a trigger, not a filter. Using Fills Out Form as a trigger means the campaign runs in real time every time the form is submitted. Do not use a filter-only batch approach for webhook calls — the data won't arrive in SlapFive's automation server immediately.

Flow (Action)

1. Click the Flow tab. Drag Call Webhook onto the canvas and configure it:

Setting	Value
Webhook	Select the webhook you created in Step 1.

1. Click the Schedule tab. Confirm Campaign Type is set to Triggered, then click Activate. The campaign is now live.

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Step 4 — Test the Integration

1. Open the landing page or form preview and submit a test entry with your own name, email address, and company name.

2. In Marketo, go to Marketing Activities → your Smart Campaign → Results tab. A Call Webhook activity should appear within a few seconds.

3. In SlapFive, check that the records were created or updated. This is typically Member, Company, and Campaign records.