Marketo - Webinar+ Marketo Integration FAQs

1. Prerequisites

Before starting the integration process, organizers should ensure:

• Webinar+: A webinar/event is created on Hubilo.
• Marketo: A Program is created in Marketo (preferably of the 'Event' type).

• Permissions: They have the necessary access rights for both platforms.

   

2. Connection Setup

• Authenticate Integration: Use the Marketo API credentials to authenticate Webinar+ with Marketo.
• Link Marketo Program: Ensure a Marketo Program is linked to the corresponding Webinar+ event/webinar.
  • Use the search and refresh features to locate and connect the correct Program.
  • Only one Program can be connected to a Webinar+ event/webinar.

• Disconnect & Reconnect: If needed, disconnect the current Program and connect a new one.

   

3. Field Mappings

• Lead Field Mapping: Map Marketo Lead fields with Webinar+’s standard profile fields.
  • Email ID is mandatory and used for deduplication.
• Program Member Field Mapping: Map custom fields in Marketo Program members with Webinar+ custom profile fields.
  • Create custom fields in Webinar+ before mapping.
  • Ensure field mappings are specific to the event and won't affect other events.

• Group Segmentation: For non-webinar events, map attendee groups (e.g., VIP, early bird) using the Group ID in Marketo.

   

4. Custom Tokens

• Create Tokens: In Marketo, create custom tokens (e.g., Event Name, Start Date).
• Map Tokens: Link tokens with relevant Webinar+ data fields.

  • Ensure the data type (text, date, etc.) matches between Webinar+ fields and Marketo tokens.

     

5. Program Member Status Updates

• Map Webinar+ triggers with Marketo Program member statuses:
  • Registration → "Registered"
  • Attendee logs in → "Attended"
  • No login after event ends → "No-Show"
  • On-demand login → "Attended On-demand"

• One-Way Progression: Marketo does not allow backward status updates, so plan progression logic carefully.

   

6. Custom Activities for Attendee Engagement

• Create Custom Activities: Allocate space in Marketo for at least three custom activities:
  • Event registration updates
  • Attendee engagement data (e.g., Q&A, surveys, polls)
  • Lead score and engagement summary

• Enable Specific Activities: Choose relevant Webinar+ activities under each custom activity for sync.

   

7. Exporting Magic Links to Marketo

• Enable Magic Link Sync: Automatically export Webinar+’s 1-click login links to Marketo's "Webinar URL" field.

• Use magic links in personalized email templates for better engagement.

   

8. Webinar+ Invite Emails

• Enable Webinar+’s invite emails with auto-calendar blocks for registrants.

  • This improves attendance rates by making it easy for participants to add the event to their calendar.

     

9. Syncing Data

• Turn On Data Sync: Enable sync before registrations begin to avoid delays in data transfer.

• Monitor Sync: Check for any sync errors (e.g., mismatched field types) and resolve them promptly.

   

10. Event-Specific Best Practices

• Testing: Run a test event or webinar to verify the integration.
• Marketo Limits: Be aware of account-level restrictions in Marketo, such as the maximum number of custom activities allowed.

• Post-Event Actions: Ensure no-logged attendees are marked as "No-Show" and update attendee data (e.g., surveys, lead scores) promptly.

   

By following these considerations, organizers can ensure their Marketo-Hubilo integration works seamlessly to automate attendee data flow, enhance engagement, and provide actionable insights for marketing and follow-ups.