What is the primary function of "Webhooks" in Marketo?

The primary function of "Webhooks" in Marketo is to facilitate the exchange of data with external systems based on specific triggers. When a particular condition is met within Marketo—such as a lead being updated or a certain campaign action occurring—Webhooks can automatically send real-time HTTP requests to specified endpoints on external servers. This interaction allows for integrations with third-party applications, making it possible to synchronize data and trigger actions in those external systems.

Webhooks can play a crucial role in automating workflows that extend beyond Marketo, enhancing the capabilities of marketing campaigns by connecting them to various tools and platforms like CRMs, ticketing systems, or customer support software. The proactive nature of Webhooks ensures that data transfer and communication happen instantly, improving operational efficiency.

In contrast, while the other options mention different functions, they do not pertain to the specific capabilities of Webhooks. For instance, collecting data from users typically involves forms or surveys rather than Webhooks. Creating landing pages is unrelated to the real-time data exchange mechanism that Webhooks provide, and managing user subscriptions focuses on the preferences of users rather than the technical communication aspects that Webhooks address.