Marketo Integration - Import Registrant Data

TABLE OF CONTENTS

• Overview
• Initial Setup
• Install Marketo
• Integration Steps
• Testing the Flow

Overview

The Marketo-Zuddl integration lets you pass registrant details captured on Marketo to your Zuddl account. This is achieved by triggering a webhook using the Smart Campaign tool in Marketo. The integration involves the following steps:

• Initial Setup

• Install Marketo on Zuddl

• Testing the integration

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.

1. On the top navigation menu, click Admin.

2. Now on the left navigation menu, go to Integration > Web Services.

3. 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.

4. Now, go to LaunchPoint (under Integration). This displays all the LaunchPoint services as Installed Services.

5. Click New > New Service.
   

6. 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 this option is disabled, you need to create a new user with API-only role (with only API access 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.

7. After you’ve entered all the details, click Create.

8. Once the new service is created, from the list view, click View Details for the new service.

9. 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

1. On the Zuddl dashboard, go to the event listing page > Integration.

2. On the Marketo card, click View details.

3. On the Marketo integrations page, click Install app.
   

4. On the Marketo authentication screen, click Add a new account in the dropdown option. This takes you through the login process.
    

5. On the Create a new authentication screen, paste the stored values in their respective fields.

   1. Enter an authentication name.

   2. Paste the copied API endpoint domain

   3. Paste the Client ID.

   4. Paste the Client Secret.
      

6. After you’ve entered all the fields, click Create. This successfully creates an authentication for your Marketo account on Zuddl.

7. Now, select your account from the connected account dropdown. Your connected account is displayed as shown in the screenshot below:
   

8. Click Next.
   
   This completes the Marketo Authentication process to connect a Marketo account with Zuddl.

9. Map Lead Fields. Map your Zuddl attendee registration form fields to Leads field in Marketo which will get updated during data sync.
   
   Note: The Marketo fields are auto-populated from your account. The first 3 default fields namely, First Name, Last Name, and Email are mapped by default and are mandatory as they are required to create a lead in case the registrant email ID is not found in your Marketo instance.

10. 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”.

11. Click Next. This saves the current mapping.
    

12. Custom Activity Mapping. You can skip this step as it is for the Zuddl to Marketo flow. If you wish to perform this step, refer the Zuddl to Marketo flow.

13. Click Next.
    

14. Optional. 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 and click Next.
    
    Warning: The integration does not accept the field name as a valid input and only requires the API name for this mapping

15. 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.
    
    

16. Click Finish. This completes the installation.

Integration Steps

Warning: Before you enable the event-level integration, ensure that the “Event invitation” email for attendees has been toggled on from the Communication menu. Without this enablement, registrants will not receive any event invitation. Learn how to set up email communication for your event.

1. Pass Marketo forms fields to Zuddl

If you’ve added fields in your Marketo form in addition to the fields you had already mapped during installation, these must be mapped to the appropriate Zuddl fields.

Prerequisite: If suitable Zuddl fields do not exist for a particular Marketo form field, you must add new fields to your Zuddl registration form. Learn how to create new registration fields.

To map Marketo fields with Zuddl,

1. Go to the event setup for the required event

2. Go to Integrations and toggle on the integration.

3. Click the Pull to Zuddl button and under the Custom fields tab map Marketo fields (Target system fields) to Zuddl registration fields.
   

After mapping the fields, a webhook must be created in order for the integration to pass any field to Zuddl.

Note: Webhooks must be used to pass any new field added in Marketo to Zuddl.

2. Create a Webhook

1. On your Zuddl organizer dashboard, create a new event and copy the eventId.
   It is the text string after “event/” or “webinar/” in the URL. Eg. https://app.zuddl.com/p/a/event/081ee1a9-5b78-4a95-9b5d-b8f0ac8ac3f. The highlighted part needs to be copied.

2. Create a webhook. To create a webhook: Sign in to Marketo → Go to Admin → Webhooks → New Webhook. On the New Webhook form, enter the following:

   1. Webhook Name: Enter a unique webhook name.

   2. URL: Here, paste the URL that you copied while installing the app.
       Note: If you missed copying the Webhook URL, you can fetch it by the integration detail page. Go to Zuddl → Integrations → Marketo. On the Marketo details page, → click on Edit and you can copy it from there.
       To the webhook URL, append the eventId previously copied as shown below: https://2589c350-0213-457f-84cb-210ad09ea4b1.trayapp.io?eventId=081ee1a9-5b78-4a95-9b5d-b8f0ac8ac3f7
      
      In the above sample URL

      • ‘?’: Separator for appending parameters to the original webhook URL.

      • ‘eventId’: is the key for adding the eventId value into the URL. This is for the event for which registrations taken in from the webhook are passed on to in Zuddl.  The value or eventId is entered after the equals to symbol.

   3. Select POST as the Request Type

   4. Under Template, create the below template for passing the mandatory Zuddl registration form fields through webhook.
      
      {"firstName": {{lead.First Name:default=edit me}}, "lastName": {{lead.Last Name:default=edit me}}, "email":{{lead.Email Address:default=edit me}}}
      
      Prerequisite: You must add all Marketo fields in the webhook body that you want to pass to Zuddl.
      
       In the template, text strings such as  {{lead.First Name:default=edit me}} is created using the “Insert Token” button next to Template, just search keywords such as “firstname” in the token and select the appropriate option.
      
      Warning: You cannot copy the above template from this document. You need to create it manually. However, you need to do this only for the first webhook, for the subsequent webhooks, you can copy paste directly from this webhook or clone to a new webhook.

   5. Enter the Request Token Encoding as JSON.

   6. Leave the Response Type as None.

3. Click Create. The created webhook details are displayed on the page as shown below.
   
   

4. Now, go to Custom Headers, click on Edit and click Add and then add Content-type in Header and application/json in Value.
   
   
   
   This sets up our webhook. You can either edit this webhook by just changing the eventid value for another event or clone it to have different webhooks for different events.

Testing the Flow

In order to capture the registrations and test the flow, you need to do the following:

1. Create a new test program or use an existing program.

2. Next, create a form for registrations.

3. Once the form is created, create a landing page and embed the form in it. An example of how a form looks after embedding on the landing page is shown below:
   

4. Now, create a smart campaign. Inside a smart campaign, go to Smart List and add the “Fills Out Form” trigger. This trigger is activated every time a new person fills out the form in which you collect the registrant details. In the Form Name dropdown, select “is” and on the next field, select the correct form name for the program.
   
   

5. Under the Flow tab, add Call Webhook function and add the created webhook in the previous steps.
   

6. Now, go to Schedule and click on Activate to initiate the campaign.
   
   This completes registration capture and trigger activation. Now, in order to test the flow, fill out the registration form on the created landing page. New registrations get synced to Zuddl and start appearing in Attendee with the correct status.
   
    Note: All the registrations from Marketo to Zuddl flow only after the integration is complete. It is highly recommended to test out the flow a few times before using it for actual events. If registrations are not being sent to Zuddl, please reach out to us for a quick demo/ troubleshooting.
   
   Also, if you want to pass on the magic link from Zuddl to Marketo, for registrations created in Marketo and passed on to Zuddl, then also setup Zuddl to Marketo integration.