Export Leads from Facebook 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 Facebook Lead Generation Ads and use these to create and update your leads in Marketo.

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

Prerequisites

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To implement this workflow, you will need the following:

• API credentials for Facebook Business and Marketo

• You have a verified developer account for Facebook with the ability to create apps for your business

Getting Live

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Click the Use Template button 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:

Transform Facebook Form

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The workflow uses the JSON Transformer to dynamically reformat/restructure the Facebook Lead Generation Ad data and map it to a machine-readable format.

Here is how the value email is mapped to the value test@fb.com.

1
{
2
    "name": "email",
3
    "values": [
4
        "test@fb.com"
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    ]
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},

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{
2
    "result": {
3
        "email": "test@fb.com"
4
    }
5
}

This can then be passed to the Marketo 'Email' column when creating/updating leads.

Standardize

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

First Name --> first_name

Last Name --> last_name

Lead Source --> lead_source

etc.

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

Push Lead

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This step uses the 'Push lead' operation of the Marketo connector, which is an upsert operation, which means:

This checks for an existing lead with the incoming email address:

If a Marketo lead exists, the lead record is updated.

A new lead record is created if a Marketo lead does not exist.