Enrich Marketo Contacts With Apollo Data

Article author
Sarah Malone


If you use Apollo for data but use Marketo for engagement, you can enrich your existing contacts in Marketo with up-to-date information from Apollo.

The benefits of instant enrichment include:

  • Accuracy: Ensure the data you gather from lead capture forms in Marketo is correct and up-to-date.
  • Streamlined Workflow: Remove unnecessary steps when working between Apollo and Marketo.
  • Specificity: Guarantee the leads that best match your Ideal Customer Profile include all the data points that you need to execute your engagement strategy effectively.
  • Instant Data Fill: The data you enrich from Apollo to Marketo is instant.
Enrichment Rate Limit and Cost

Please note, Apollo enriches your records at a rate limit of 100 records per minute and 300 records per hour. Each successful enrichment costs 0.01 data credit.

Refer to the sections below for instructions on how to access your Apollo API Key, create a webhook, and set up enrichment field mapping in Marketo to enrich your existing Marketo contacts with Apollo data.

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Access Your Apollo API Key

You need to access your Apollo API Key before you can use Apollo to enrich your Marketo contacts.

Apollo API Key

Please note, if you already have your Apollo API Key, you can skip this step.

Launch Apollo and click Settings. Then, click Integrations.


Scroll to API and click Connect.

Connect API

This takes you to the API Settings page which displays your Rate Limits and contains a link to the Apollo API documentation. Click Request API Key to continue with the setup.

Request API Key

Copy your unique API Key to your clipboard with ctrl+c on PC or cmd+c on Mac.

Copy API Key

API Key Safety

Please note, you need to keep this key in a safe place. Anyone with access to this key can take action through your Apollo account.

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Create a Webhook in Marketo

Launch Marketo, click Admin, then click Webhooks.


Click New Webhook.

New Webhook

Give your new Webhook a name.

Name Your Webhook

Copy and paste the link below into the URL field:

Name:default=}}&last_name={{lead.Last Name:default=}}
&email={{lead.Email Address:default=}}
&organization_name={{company.Company Name:default=}}

Paste URL

URL Reminder

Please remember to replace the words YOUR_API_KEY in the URL above with your actual Apollo API Key.

Click the Request Type drop-down and select POST.

Request Type_POST

Click the Response Type drop-down and select JSON.

Response Type_JSON

Click Save.


Enrich Leads with Marketo Triggers

For more information about how to create a webhook in Marketo, please refer to the "Create a Webhook" article in the Marketo Knowledge Base.

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Set Up Enrichment Field Mapping in Marketo

Scroll to the Response Mapping section and click Edit. Then, click Add.

Under Response Attribute select the Apollo Attribute that you want to use.

Response Attribute

You can choose from the following Apollo Attributes:

Attribute Type Apollo Response Attribute Description Value Format
Contact First Name person.first_name Refers to the contact's first name (if it exists) String
Contact Last Name person.last_name Refers to the contact's last name (if it exists) String
Contact Name person.name Refers to the contact's full name (if it exists) String
LinkedIn Profile person.linkedin_url Refers to the contact's LinkedIn profile String
Facebook Profile person.facebook_url Refers to the contact's Facebook profile String
Twitter Profile person.twitter_url Refers to the contact's Twitter profile String
Job Title person.title Refers to the contact's job title String
City person.city Refers to the current city whereby the contact resides String
State person.state Refers to the current state whereby the contact resides String
Country person.country Refers to the current country whereby the contact resides String
Company Name person.organization.name Refers to the name of the company in which the contact is currently employed String
Company Website person.organization.website_url Refers to the company website (e.g. http://www.google.com) String
AngelList URL person.organization.angellist_url Refers to the company AngelList URL String
Company LinkedIn Profile person.organization.linkedin_url Refers to the company LinkedIn profile String
Company Twitter Profile person.organization.twitter_url Refers to the company Twitter profile String
Company Facebook Profile person.organization.facebook_url Refers to the company Facebook profile String
Company Domain person.organization.domain Refers to the company domain (e.g. google.com) String
Company Headcount person.organization.estimated_num_employees Refers to an estimate of the company size (e.g. 13) Integer
Company Phone Number person.organization.phone Refers to the company's primary phone number String
Alexa Ranking person.organization.alexa_ranking Refers to the Alexa ranking of the company's primary website Integer
Company Languages person.organization.languages Refers to a list of the languages that the company website supports Array of String
Company Logo person.organization.logo_url Refers to the company's logo String
Industry person.organization.industry Refers to the industry in which the company is located String
HQ Address person.organization.raw_address Refers to the raw address of the company's global headquarters String
HQ City person.organization.city Refers to the city in which the company's global headquarters is based String
HQ State person.organization.state Refers to the state in which the company's global headquarters is based String
HQ Country person.organization.country Refers to the country in which the company's global headquarters is based String
Publicly Traded Symbol person.organization.publicly_traded_symbol Refers to the company's ticker symbol, if it is publicly traded (e.g. AAPL for Apple) String
Publicly Traded Exchange person.organization.publicly_traded_exchange Refers to the name of the stock exchange in which the company is listed (e.g. NYSE) String
Company SEO Description person.organization.seo_description Refers to the brief description that the company uses to describe itself for SEO purposes String
Total Funding person.organization.total_funding Refers to the total funding the company has raised in USD (e.g. 120000000) Integer
Latest Funding Round Date person.organization.latest_funding_round_date Refers to the date of the latest funding the company has received, if any (e.g. 2016-05-01T00:00:00.000+00:00) String
Latest Funding Stage person.organization.latest_funding_stage Refers to the stage of the company's latest funding, if any (e.g. Series A) String
Number of Retail Locations person.organization.retail_location_count Refers to the total number of retail locations that the company has Integer
Annual Revenue person.organization.annual_revenue Refers to an estimate of the company's current revenue in USD (e.g. 120000000) Integer
Technology person.organization.technology_names Refers to a list of the technologies that the company currently uses Array of String
No Spaces

Please note, if you experience any issues, double-check that there are no extra spaces before or after each Response Attribute. Please verify this is the case before you click Save in Marketo.

Value Formats

Please note, you do not need to know the value formats in order to set up Enrichment Field Mapping in Marketo. However, if you use the Apollo API regularly, you may wish to know what each value format stands for:

  • String fields show a series of characters that correspond to one value. For example:
    “person.organization.country”: "Brazil"
    Please note, in the Apollo API, you need to wrap Strings in quotations marks.
  • Integer fields return a single number value. For example:
    “person.organization.annual_revenue”: 4000000
    Please note, in the Apollo API, you should not use quotations marks for Integers.
  • Array of String fields return a series of characters that correspond to multiple values. For example:
    “person.organization.technology_names” : ["Cloudflare DNS", "Mailchimp Mandrill"]
    Please note, in the Apollo API you need to wrap all Arrays of Strings in brackets.

Under Marketo Field select the corresponding field in Marketo.

Marketo Field

Add Additional Fields

Please note, you can add as many fields as necessary. Repeat the above process to add additional fields.

When you are ready, click Save.


You are now ready to trigger your webhook in Marketo.

Enrich Leads with Marketo Triggers

For more information about how to use your new Webhook to enrich leads with Marketo's built-in Triggers, please refer to the "Use a Webhook in a Smart Campaign" article in the Marketo Knowledge Base.

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