Configure a Marketo webhook that sends lead data to an allGood worksheet when a Smart Campaign fires.
Marketo webhooks let you push lead data to an allGood worksheet the moment a Smart Campaign fires. When a lead fills out a form, reaches a score threshold, or hits any other trigger you choose, Marketo sends their data to allGood automatically. From there, allGood runs the workflow you’ve built — enriching the record, routing it, or triggering downstream actions.This setup takes about 15 minutes once you have the prerequisites in place.
Marketo’s webhook configuration has a few steps where small mistakes cause hard-to-diagnose errors. This article flags each one as you reach it — follow the steps in order and you’ll be set up correctly. If you find yourself running into issues, skip to the “Troubleshooting” section at the end of this article.
A Marketo Smart Campaign to trigger the webhook from.
This can be an existing campaign, or you can create a new one for this purpose.
A webhook payload template.
This payload determines the data Marketo sends to allGood. Reach out to allGood support for a template tailored to your use case, or use the default template provided in the steps below.
An allGood webhook URL.
This looks like https://webhook.allgoodhq.app/xxxxxxxxxxxxxx. You can get this from allGood support, or by creating an Item Webhook in the allGood worksheet you want to connect to.
Create a webhook URL (if you don't have one yet)
First, create an allGood worksheet with your desired automation steps. Then open the worksheet settings and create an Item Webhook.
Item Webhook settings in an allGood worksheet
1
Copy the webhook URL
Copy this URL — you’ll paste it into Marketo in a later step.
2
Set the action
Set Action to Add to Worksheet + Run Flow if you want the flow to run automatically when new items arrive.
Make sure you have all three prerequisites before continuing. If you have questions, contact allGood support and we can walk you through the process.
Marketo Admin panel with Webhooks selected in the left navigation
Click New Webhook in the header.
The New Webhook button in the Webhooks header toolbar
2
Set the URL and request type
The New Webhook form appears.
The New Webhook form in Marketo with fields for URL, Request Type, Template, and encoding
Under URL, enter the allGood webhook URL from your prerequisites.Under Request Type, select POST.
3
Paste the payload template
Under Template, paste the payload template verbatim — copy it directly from this page and paste directly into Marketo. Do not use Word, Google Docs, or any other app as an intermediate step. Those applications silently add hidden formatting characters that cause 400 errors.
Default payload template
If allGood support hasn’t provided a custom template, use this default:
{ "First Name": {{lead.First Name}}, "Last Name": {{lead.Last Name}}, "Email": {{lead.Email Address}}, "Website": {{company.Website}}, "Company": {{company.Company Name}}, "Phone": {{lead.Phone Number}}, "Job Title": {{lead.Job Title}}, "SFDC Lead Id": {{lead.SFDC Id}}, "Mkto Lead Id": {{lead.Id}}, "State": {{lead.State}}, "Country": {{lead.Country}}, "Inferred Country": {{lead.Inferred Country}}, "Inferred State Region": {{lead.Inferred State Region}}, "Inferred Postal Code": {{lead.Inferred Postal Code}}, "Postal Code": {{lead.Postal Code}}}
Use the copy button in the top-right of the code block to copy it cleanly to your clipboard.
4
Set encoding and response type
Under Request Token Encoding, select JSON.Leave Response type as None.
5
Create the webhook
Click CREATE to save the configuration.
After clicking CREATE, Marketo navigates you to a different page in webhook settings. Navigate back to the webhook before continuing.
In the right-panel navigation menu, click the webhook you created to return to it.
The right-panel navigation menu in Marketo showing the newly created webhook listed
6
Add the Content-Type header
Under Custom Headers, click EDIT.
The Custom Headers section with the EDIT button highlighted
Add a new header. Set Header to Content-Type and Value to application/json.
The Custom Headers editor showing Content-Type set to application/json
Click SAVE.
7
Verify the configuration
Your completed webhook configuration should look like this:
A completed Marketo webhook configuration showing all required fields filled in correctly
When your configuration matches the screenshot above, the webhook is ready. The next step is to trigger it from a Smart Campaign.
Create a new Smart Campaign in an appropriate location, or open an existing one.
2
Configure the Smart List trigger
Under Smart List, add the trigger for the event you want to capture — for example, Fills Out Form, or any other lead-based trigger.
3
Add a consent filter
Add the appropriate consent filter to your Smart List.
4
Add the webhook action to the Flow
Under Flow, add a Call Webhook action. Select the webhook you created in Part 1.
5
Configure the Schedule
Under Schedule, set the campaign to run each person through the flow every time they qualify. This ensures the webhook fires on repeat entries, not only the first.
6
Activate the campaign
Click Activate to turn the campaign on.
To confirm the setup is working, trigger the campaign with a test lead — for example, submit the form you set as the Smart List trigger using a test email address. Then go to Marketing Activities > [your campaign] > Results. You should see a Call Webhook activity with a status of 200 OK. Open your allGood worksheet — the test lead’s data should appear as a new item within a few seconds.
If you see 400 errors or “Unparseable JSON” in the Marketo activity log, the cause is almost always a configuration error. Work through these checks in order.Check 1: Template copied verbatimOpen the webhook configuration and compare your template to the one in this article character by character. Word, Google Docs, and similar apps can silently add hidden formatting characters when you paste through them — this breaks the JSON even when it looks correct on screen. Copy the template directly from this article and paste it directly into Marketo.Check 2: Content-Type header set correctlyConfirm that the Custom Headers section contains exactly one entry: Header = Content-Type, Value = application/json. If this header is missing or misspelled, Marketo sends the webhook in the wrong format and allGood cannot parse it.Check 3: You’re editing the right webhookMarketo navigates you away from the current webhook every time you save a setting. Confirm the webhook name shown at the top of the configuration page matches the one you created. If you’re on a different webhook, your changes are going to the wrong place.
