Marketo Integration - Export Registrant Data

Modified on Tue, 11 Apr 2023 at 04:43 PM

Overview

The Zuddl-Marketo integration lets you send attendee details captured on Zuddl to your Marketo account. This is achieved by mapping Zuddl attendee profile properties to Marketo’s Lead using the mapping feature. Currently, the following attendee activities are passed on to Marketo:

New user registration
Attendee event entry
Polls answered
Questions asked
Questions upvoted
Session attended
Profile updated
Time spent in booths
Time spent in sessions
Time spent in discussion rooms
Time spent in the event
Breakout rooms attended

Integration

The integration involves the following steps:

Initial Setup
Install Marketo on Zuddl
Testing the integration

Important: The integration only passes new registrant data that gets captured after the app installation and enabling event-level integration. The older registrations in the event are not passed to Marketo.

Initial Setup

Before you start the integration, you must obtain the API keys from your Marketo dashboard in order to simplify the authentication step of the integration.

To authorize Zuddl to access your Marketo account you need the following:

API Endpoint
Client Id
Client Secret

Refer to the following instructions to obtain the above information from your Marketo dashboard.

On the top navigation menu, click Admin.
Now on the left navigation menu, go to Integration > Web Services.
In the REST API section, copy the Endpoint value (leave out “/rest” from the API) and store it to be used at a later point.
Now, go to LaunchPoint (under Integration). This displays all the LaunchPoint services as Installed Services.
Click New > New Service.
On the New Service creation form, enter the following:
1. Display Name: Enter a suitable display name.
2. Service: Choose Custom from the dropdown.
3. In Settings section, enter a suitable Description.
4. Choose a user for API Only User.
  
  If no user shows up in the dropdown, you need to create a new user with APi only Role permission). Learn how to invite a new user with specific roles.
  
  Tip: While creating a new user, you may enter any email address as a valid email address is not required.
After you’ve entered all the details, click Create.
Once the new service is created, from the list view, click View Details for the new service.
From the Details screen, copy the Client Id and Client Secret and store it securely along with the API Endpoint (already stored from a previous step) to be used for authenticating your Marketo account on Zuddl.

Once you have stored these keys, you can start the installation on Zuddl.

Install Marketo on Zuddl

Before integrating your Marketo instance with Zuddl, you must connect Marketo to Zuddl.

Prerequisites

If you wish to add custom activities or fields (such as the magic link field) to your Marketo instance, ensure that you add them before installing the app on Zuddl. To create a custom activity, go to Admin > Data Management > Marketo Custom Activity > New Custom Activity

Steps

To connect

On the Zuddl dashboard, go to the event listing page > Integration.
On the Marketo card, click View details.
On the Marketo integrations page, click Install app.
On the Marketo authentication screen, click Add a new account in the dropdown option. This takes you through the login process.
On the Create a new authentication screen, paste the stored values in their respective fields.
- Enter an authentication name.
- Paste the copied API endpoint domain
- Paste the Client ID.
- Paste the Client Secret.
After you’ve entered all the fields, click Create. This successfully creates an authentication for your Marketo account on Zuddl.
Now, select your account from the connected account dropdown. Your connected account is displayed as shown in the screenshot below:
Click Next.

This completes the Marketo Authentication process to connect a Marketo account with Zuddl.
Map Lead Fields. Map your Zuddl attendee properties to Leads Custom Properties in Marketo which will get updated during data sync.

Note: The Marketo fields are auto-populated from your account. The first 3 default fields are mapped by default namely, First Name, Last Name, and Email.
To add a new mapping for optional Zuddl fields, under the Zuddl fields table, select a suitable option from the dropdown for the corresponding Marketo fields or vice-versa. For example, you can also map the Zuddl field “Company” to a corresponding Marketo field “Company Name”.
Click Next. This saves the current mapping.
Custom Activity Mapping. In order to receive the Zuddl event data, you need to map Zuddl event activities to a corresponding Marketo activity type (standard or custom activity type) which would be used to pass on the information on Marketo in Lead Activity Log.

Note: Custom activities are created at a program level.

To create a mapping between your Zuddl and Marketo activity types, on the Custom Activity Mapping screen, select suitable dropdown options under Marketo Activities column for the corresponding Zuddl fields. To push Zuddl event activities in Marketo, map the following activity types to relevant Marketo activity types
- Zuddl Event User Profile: This activity type is used to pass on user status “Registered” and “Attended” to the Program Member Activity Log.
- Zuddl Event User Activity: This activity type is used to pass on the event user activity inside an event such as polls answered, questions upvoted, room duration, and more.
  
  Note: If you don’t find a suitable standard or custom activity to map Zuddl activities, you can either create one manually, from Admin > Data Management > Marketo Custom Activity > New Custom Activity or delete the mapping (using the Bin icon) and don’t use any mapping.
  
  Warning: If no activity type is mapped, Zuddl event activities won’t flow into Marketo.
Optional step. In the Person Source field, enter “Event” or a suitable input to imply the source of the lead is a Zuddl event.
Optional Step. On the Program Member Field Mapping screen, if a custom field for Magic Link is created in your program member object, you can enter the API name of the field here.

On your Marketo instance, you can find the custom field in Admin > Field Management. Search for the field on the right-side navigation bar. Click on the field to view the details. Now, you can copy the API name as shown below:

Warning: The integration does not accept the field name as a valid input and only requires the API name for this mapping
On the Workflow URLs screen copy the Marketo > Zuddl Registration Public Url (using the copy to clipboard button) and store it securely. This URL will be used in Marketo to set up a webhook in theMarketo to Zuddl flow.

This completes the installation.
Click Finish. This saves the current mapping.

Event-level integrations

As explained above in the custom activity mapping step, an event-level integration is required to track all event-specific user data. A particular Zuddl event can be linked to a Marketo program in order to track event-specific activities.

Before linking a Zuddl event, you must create a new program on Marketo. To create a new program,

On your Marketo dashboard, go to Marketing Activities.
Under Marketing Activities tab, click New Program.
On the New Program form, enter the following:
1. Campaign Folder: Select the appropriate folder for the program.
2. Name: Enter a suitable name for the program, say “trackZuddlevents”.
3. Program Type: Select Event. This step is critical to the working of this integration.
4. Channel: Select a channel as per your requirements.
5. Description (Optional): Enter a brief description
After you’ve completed the form, click Create. This creates a new program on Marketo.
On the program details page, copy the program Id (numerals between ME and A1) from the URL. For example, if the original program Id is ME1234A1, copy just the numbers in the middle. This program Id is used to connect the program with a Zuddl event.
Now, go to your Zuddl organizer dashboard and go to the event for which you want to capture registrations.
After you’ve successfully created an event, go to the Integrations menu from the left navigation.
Toggle on the Marketo event-level integration and paste the copied Program Id.

This establishes the connection between your Marketo account and Zuddl dashboard.

The integration creates tokens automatically when the program ID is entered in the program Id field.

These tokens can be added to pre-curated content and they act as variables that carry information about the start date/ time, event name, etc. and once we integrate an event with the program, all such variables get automatically created with relevant values.

Note: You can also Edit the Program Id to enter a new Program Id. After you entered a new program Id, old data stops flowing into the new Program and stays in the previous program.

Testing the Integration

To test the integration you need to register as an attendee for an event by entering all the registration field details and checking in your Marketo account whether the same details are updated.

Prerequisite:

You would need the help of your team members to test out the integration.

Note: Do not add attendees who are organizers of the event.

Check Activity Log Updates

On your Zuddl organizer dashboard, create an event and link your Marketo program.
Register your team members and ask them to attend/ join.
Go to Marketing Activities > Program name > Members.
Check if the registrants appear in the program member list.
After the test attendee has registered, check the Status to change to Attended as shown in the screenshot below:

Note: If the Person Source field was not added at the time of installation, the same (column) appears as blank for an attendee.
Now, click on a particular row entry and go to Activity Log to check the details of that user. All the subsequent activities appear on the Activity Log table.

Name

Marketo Activity Type

Detail (format)

No custom activity mapping

Change Program Status (Default)

<Eventname> Changed from “Registered” to “Attended”

Custom activity mapped

Custom activity name. For example,

“Zuddl event status changed”.

User: “Registered”/”Attended”, Event name: <event name>

Note: For an activity, the default entries are also made along with the custom entries.

Character Limitation: The character limit for describing the event activities in Marketo is 255 characters. Descriptions above 255 characters appear as truncated entries. So if you are searching for specific entries in the Activity Log table, do account for any truncated entries as well.

Note: Activities are at a lead-level.

Inside the Program Member list, click on the member ID to view more details about the member. Under the Activity log, check the Status of the attendee.
Next, on your Zuddl dashboard, go to Schedule and add a session.
Then, go to the Zuddl event backstage and do the following:
1. Create a Poll inside a stage, room
2. Create a Breakout room
3. Create a Booth
4. Create a CTA inside Lobby or Booth
Your team members can do the following, inside a stage, room, and expo
1. Respond to the published poll
2. Ask a question
3. Upvote a question
4. Join a Room, session, or expo
5. Update profile
6. Click a CTA button
7. Join a breakout room
Now confirm the activity of each team member from the Activity Log table. The following are the event activities that are synced 1 hour after the event end time:
1. Time Spent in Booth
2. Time Spent in Session
3. Time Spent in Discussion Room
4. Time Spent in Event

All other activities are synced after few minutes of user activity.