Marketo Integration Guide

Integration overview: 

1. Connect your webinars and events with Marketo Programs and automatically import Program members as registrations to Hubilo. Send Webinar+’s auto-calendar-block invite emails to your imported registrations.
2. Map your Marketo Lead and Program member fields with Webinar+ Profile Fields (both standard and custom) for a fully customizable data sync.
3. Export Magic link generated for your webinars and events in the 'Webinar URL' field for Program members in Marketo and use them in your emails.
4. Automatically update your Program member progression status by mapping them with Webinar+ triggers and use them for user segmentation.
5. Map Webinar+ token values with Marketo Program custom tokens and create reusable Email and Landing page templates with Add to Calendar CTAs.
6. Export Webinar+ attendee engagement data as Marketo custom activities and use them as triggers and filters in your smart lists.

1 - Setting up the integration

Prerequisites:

Webinar+: Organizer Access of Webinar+ dashboard

Marketo:

• In order to integrate your Marketo instance with Webinar+, users will need to have access to the Admin and Marketing Activities pages as well as the WebServices and LaunchPoint integration pages. 
• Additionally, users may also require permissions to create User-Roles, Programs, Channels, and LaunchPoint Services if they have not already been set up for your event.
• Your Marketo LaunchPoint User must have all the permissions under 'Access API'.
• You will need to verify the maximum number of custom activities supported by your instance of Marketo and make sure there is enough space for adding at least three custom activities.

Connecting Webinar+ with Marketo:

1. Log in to your Webinar+ dashboard account. Click on ‘Integrations’ tab in the dashboard.
2. Please refer to the image below to navigate to the Integrations Tab
   

In Integrations Tab the Marketo Integration Card can be navigated under the ‘Sales & Marketing’ option -

Find the Marketo  Integration Card and Click on the ‘Connect’ button. A side panel will open up explaining the highlights of the integration, and details required before proceeding.

To proceed with the integration, you will need the following information from your Marketo account:

• Marketo REST API Endpoint
• Client Secret and ID from a LaunchPoint Service
  

Follow the instructions below for obtaining this information and setting up your integration.

1. On the top menu, click Admin.
2. Go to Security -> Users & Roles.
3. Create a new role with at least ALL Access API Permissions, or use an existing API Access role.

4. Click on Invite New User with the new role created above.
5. Go to Integration -> Web Services. 
6. Once you are on the Web Services page, in the REST API section, copy the REST API domain name, leaving out /rest. We recommend saving this in a note or document for later use.
   
   
7. In the side menu, click the LaunchPoint link under Integration . You will be redirected to the Installed Services page that contains a list of all of your LaunchPoint Services. 
8. Create a new LaunchPoint service or use an existing one that you would want to use to connect with Hubilo. 

9. Click on View Details and copy the Client ID and Client Secret and save them in a note or document for later use.
   

Return to the Webinar+ dashboard, and Click ‘Connect’ in the side panel and follow the on-screen steps.

10. Retrieve the API domain name, Client ID, and Client Secret you copied earlier. You will need them to connect your Marketo account.
11. Follow the instructions explained below for connecting your Marketo account.
    1. Click the Marketo Connected dropdown on the screen followed by Add a new account link. The Create a new Authentication window appears.
    2. Enter the REST API endpoint, Client ID, and Client Secret you saved earlier into the provided fields.
    3. Click the Create button.

Click the Finish button to complete this process. If the account connection is successful, a green successfully connected Marketo message appears at the bottom left of the screen.

This step marks successful setup of Marketo integration.

In order to sync Webinar+ attendee engagement data to Marketo, you will need to create ‘Custom Activities’ in Marketo by clicking on Create and Approve and following the on-screen instructions in the side panel.
This can also be done later while setting up activity sync for your webinar/event.

Note: For virtual/hybrid events, organizers can create a ‘Webinar+ Group ID’ by clicking the ‘Create’ button to effectively categorize and separate registrations/attendees, this allows you to easily segregate users into different types of Attendees such as Early Bird Registrations, Normal Registrations, . These groups can be added to your Marketo forms to take Group input from users.

How to disconnect your Marketo account

1. Go to the ‘Integrations’ tab from the top menu.
2. You will see the ‘Marketo’ card will be in the Connected state. Click the gear icon on the top right of the card.
3. You will be able to see the connected account name and a ‘Disconnect’ button.
4. You can click Disconnect and 'CONFIRM' your Marketo account will be disconnected from Hubilo.

Note: When you disconnect your Marketo account, all the data sync will stop, and your programs-event connections, mappings and configurations will be deleted and reset.

2 - Configuring Marketo Program with Webinar+ Webinar/Event

Step 1: Connect Marketo Program with Webinar+ Event

Once the authentication is done, you will need to connect your Marketo Program with Webinar+ event and proceed with the event level setup. 

Go to your desired Webinar+ webinar/event, in the left menu, click on Integrations -> Connected Apps -> Marketo -> Click on ‘Setup’ button.



Make sure to have a Marketo Program created in your Marketo account before you link it in Webinar+. Click "Continue".

Organizers can search (as they type) within the program list by name or program id, along with a refresh button to fetch the latest programs from the connected Marketo account. Select your desired Program from the dropdown and hit ‘Connect’.


A green successful toast message indicates a successful connection. 


 
To connect with a different Program, disconnect the program, click on the "Disconnect" button and connect with a different program.

Note: 
- One Program can only be connected with one webinar/event.

3 - Import data from Marketo to Webinar+

Prerequisite 

Create a Marketo Program and connect it to the Webinar+ webinar/event you’re trying to set up. Refer to this article for details.

Overview

The Webinar+ import field mappings allow you to map Marketo Lead and Program member fields with Webinar+ Profile fields (both standard and custom). Once all the steps are completed, and the sync is turned on, we will automatically import all Program members as registrations to Hubilo.

Apart from the mappings, you will also be able to export unique magic links back to Marketo for all the Program members.

Note:  In order to import registrations, you will need to add Program members to your Program via Marketo forms or Landing Pages. Read this article that explains how to directly add Program members using Marketo Landing pages. 
Alternatively, you can also embed Marketo forms to the Webinar+ landing page (or any other external landing page of your choice) and then import them as Program members. Refer to the Webinar+ setup here, and the Marketo setup here.

You can continue setting up the field mappings in Webinar+ and set up Marketo Program member forms and landing pages later.

Lead Field Mapping

• There are three default mappings that cannot be edited. This is to ensure seamless data flow, and the email ID is used for deduplication.
• You can map Webinar+ standard profile fields with Marketo Lead fields, such as Phone, Designation, Company, etc.
• Please note that only the mapped profile fields will be imported to Hubilo.

Program Member Field Mapping

• There are no default field mappings.
• You can map Webinar+ custom profile fields(event specific) with Marketo Program member fields.
• Webinar+ custom fields and Marketo Program member custom fields will first need to be created in Webinar+ before you proceed with the mappings. See how to create custom fields in Webinar+ here.

Note: All the field mappings are applicable to the respective webinar/event and will not impact mappings done in other events.

Note: If you’re setting up a non-webinar event (virtual/hybrid/in-person), and want to segregate your attendees into different attendee groups, such as early bird, VIP attendees, etc. You will need to create a Webinar+ Group ID field in Marketo and map it with Group ID field under Webinar+ dropdown menu.

1. Clicking on ‘Create’ and then ‘Confirm’ button will create a custom Program Member field in Marketo automatically.
2. You can then proceed to use this field in your Marketo form. See how. Once you add this to your form, you will need to edit their field label and values.
3. The value will need to be copied by going to your event -> left menu -> settings -> groups -> select your desired attendee group -> copy group id.
4. You can set up the Marketo form and these settings later as well.

Additional Settings:

You will also have the following additional settings on this page.

1. Export magic link to Marketo: Enabling this will automatically export Webinar+ 1-click login links (Webinar+ Magic Link) to the ‘Webinar URL’ field for Program Members. You can use these magic links as tokens to build personalized email templates. See how.
2. Update fields in Marketo: Enabling this will update the field values in Marketo if they are updated directly in Hubilo. If you don’t want fields to be updated in Marketo, please keep this toggle disabled.
3. Webinar+ Invite email with auto-calendar block: Enabling this will send Webinar+’s invite emails to all the registrations. The email will automatically block their calendars and will have 1-click magic link to login to the event. This is highly recommended to boost your webinar attendance. You can see the email status under Webinar+ email manager.

Once this is done, please click on ‘Save and continue’ to proceed.

4 - Configure Status updates and Tokens

Overview

This step enables you to configure Marketo Program member status updates, and manage program custom tokens (My Tokens). Read more about Marketo Program member status here, and custom tokens here. This is an optional step.

Prerequisites:

• Access to Marketo with a Program created.
• Access to Webinar+ organizer dashboard, and connected a Marketo Program to a Webinar+ webinar/event. See how.

Step-1: Configure Program Member Status

There are four Webinar+ triggers available which can be mapped with relevant Program member status:

1. When a registration is added to Webinar+ event: This will be triggered when a successful registration is added to Webinar+ from the connected program. Use this trigger to update program member status to(say) ‘Registered’.
2. When a registrant attends a Webinar+ event: This will be triggered when a registrant logs-in to a webinar/virtual event or checks-in to an in-person event. Use this trigger to update program member status to(say) ‘Attended’ or ‘Attended Virtually’ or ‘Attended in-person’, etc.
3. When an event/webinar ends: This will be triggered approximately 30 minutes after the event/webinar ends for all who didn’t attend the event. Use this trigger to update program member status to(say) ‘No-Show’.
4. When a registrant attends an on-demand event/webinar: This will be triggered when a registrant logs-in to a webinar/virtual event after the event ends. Use this trigger to update program member status to(say) ‘Attended On-demand’.   

The status dropdown on the right will be populated automatically from your Marketo Program by fetching all the program member statuses that you’ve configured.

Note: Please note that Marketo doesn’t allow users to move backwards to an earlier program status. Status progression is one way only. Mapping a backward status with a future trigger will result in sync failures. You can also set one or more statuses as a success criteria for your program. See more details here.

Once the status mapping is done successfully, and the data sync is turned on after all steps are completed, Webinar+ will automatically update the Program member status for all members in Marketo. 

Step-2: Configure custom Program Tokens (My Tokens)

Tokens in Marketo serve as variables that store static information, enabling marketers to create generic templates for emails, landing pages, and more, as they get resolved to their respective values.

You will need to create custom tokens in Marketo first, and then be able to set up the mapping of the tokens with Webinar+ data values. See how.

Webinar+ provides a list of values that can be mapped with custom tokens in Marketo. Once all the steps are completed and the sync is enabled, the token values in Marketo will be automatically updated. 

For example, if there’s a token created in Marketo, named ‘{my.Event Name}’ and it’s mapped with ‘Event Name’ under Webinar+ dropdown, then the token value in Marketo will be replaced with the actual Webinar+ event name. 

Also, whenever the event name is updated in Webinar+, the token value will also get automatically updated in Marketo.



Note: While mapping make sure that the data type of a token matches the data type of the corresponding Webinar+ data values, or otherwise the sync might fail. Please refer to the table below for data types.

*Timezone will be the same as that of Webinar+ event. If your Marketo instance is set to a different timezone, the date/time may get converted by Marketo to that timezone. 

Once done, click on Save and Continue to move ahead in the setup.

5 - Configure Attendee's Activity as Custom Activities

Export your Attendee data from Webinar+ to Marketo

Overview

This is the last step to set-up Marketo integration for your event. In this step, you will be able to configure Webinar+ attendee activity data that you would like to export to Marketo as custom activities and will be visible as the Lead’s(now Person) activity log. Read more about Marketo custom activities here. This is an optional step.
 

Step 4: Configure Attendee's Activity as Custom Activities



-You will need to create custom activity in Marketo in order to receive Webinar+ attendee activity data. Since Marketo has an account level limitation of number of custom activities that can be created, we recommend that you have space for creating at least three in order to sync all activity data. 

-You can create and approve custom activity in Marketo either from the side panel that opens up right after authenticating the Marketo integration, or from this section. Please note that this is a one-time activity, and custom activities once created in Marketo, need not be created again for each event.

-Click on ‘Create and approve’ button.

-Click on ‘Confirm’

A green success toast message will confirm that your custom activity has been successfully created in an approved state in Marketo. The ID of the same will be visible in the UI.

- Once all the custom activities are created, you will see that each one of them have relevant nested Webinar+ activities under them. Please enable all the Webinar+ activities that you wish to sync with Marketo.

Alternatively, you can click on ‘Select All’ to enable all activities.

Below is the list of Custom activities and nested Webinar+ activities:

Please click on ‘Sync now’ to start the data transfer. You can choose to turn on sync later as well.

Please make sure to turn on the data sync toggle before registration for your event begins for a smoother integration experience.