Integrating Kickbox with Marketo


Kickbox is an email address validation service that helps separate low-quality addresses from high-value contacts. They enable you to do this via the Kickbox interface or their excellent API.

To do this at XebiaLabs I began by webhooking out to the kickbox API. Then I mapped the response, and it’s various fields to fields I previously set up in our Marketo instance.

After that, I set up lists that I could reference in our lead lifecycle model to sort the various types of addresses. Here are the steps in more depth.

Set Up the Webhook / Smart Campaign



In the Marketo admin section you will be able to set up a GET webhook with a JSON response that will communicate with the API. You will get a response with something like this.

  "did_you_mean":"[email protected]",
  "email":"[email protected]",

Once you receive this response you can then map the corresponding JSON fields to your Marketo fields.

To call this webhook will need to set up a smart campaign with a “call webhook” flow triggered by a lead’s creation.

Map the JSON Response

Response Mapping

Response Mapping

For the sake of simplicity you can see that I only mapped the “result” field from the JSON response to a field in Marketo. In my opinion this is really the only critical field, but there are a couple of support fields that could really help you get granular.

Set Up Lists

Screen Shot 2015-06-25 at 6.14.21 PM


Once you have that field you can then set up smart lists to gather the deliverable, risky, and undeliverable emails into buckets.

Integrate Into Lifecycle

Lastly, you can integrate this information into your lifecycle model to do stuff like filter out undeliverable emails, exclude risky emails from regular email correspondence, or a variety of other things.

I personally don’t try to waste any time on undeliverable emails and delete them right off the bat.

At the end of the day you’ll be able to see a cool graphic like this that documents out your email collection stats.

Screen Shot 2015-06-25 at 6.35.26 PM

Anyways, kickbox is definitely a fun service to play with, it provides a good deal of value, and I would suggest you try it if you’re using Marketo for your marketing automation system.