Integrating Marketo with RingCentral Events

This guide explains how to install and map the Marketo app on your Organization account and configure your Marketo account.

How does the RingCentral<>Marketo integration work?

RingCentral's integration with Marketo supports the following workflows:

1. Pulling registrations from Marketo to RingCentral, and pushing magic links back to Marketo.
2. Pushing registrations to Marketo as a custom activity.
3. Pushing 'attended' status to Marketo as a custom activity.
4. Push Custom Registration Q&A as a custom activity. 
5. Push UTM parameters onto the Lead
6. Push Onsite Registrants and attendee data as a Custom Activity.
7. Push Registrants QR Code Information on to the Program Member.

What data is being synced between RingCentral<>Marketo?

We are currently syncing First Name, Last Name, Email, and Custom Form questions between the platforms. We are actively working towards syncing the whole Registration Object (headline, website).

Integration guide

All of the above capabilities are available in the steps that follow, if you do not wish to use one of those capabilities, you can leave that configuration screen empty and move to the next screen.

There are three key parts to setting up the Marketo app:

• Configuring the app in RingCentral
• Setting up a webhook in Marketo (if you wish to import registrations from Marketo)
• Setting up custom activities in Marketo (if you wish to export registrations or attendance to Marketo or to export custom registrations Q&A)

Click on the tabs below to follow the respective steps for each stage of the setup process. 

• If you wish to import registrations from Marketo to RingCentral, you'll need to set up two fields on your Program Member object in Marketo:

  1. a field that contains RingCentral's Ticket Integration Code (we'll explain where to find this value in the 'Testing' section of this document),
  2. and a field that can receive RingCentral's magic link (the link that is tied to an email, ticket and event, and allows your registrant to access your event).

  These fields should be set up with a "string" type. It's recommended that you set these up as custom fields in Marketo so that it's clear what their purpose is. If you wish to import headline information to RingCentral you can also choose a field for it.

• 1. To get started, you will need to install the Marketo app to your RingCentral Organization. You can access the app store by going to your Organization Dashboard and heading to the Apps tab. Then click on Discover More on App Store. 

  

  2. You can find Marketo under the Marketing category. Click Install app to add the Marketo app to your Organization.

  

  3. A window will pop up and ask you to create a new Marketo authentication.

  

  4. To authorize your Marketo instance, you'll need the Marketo API endpoint domain, client ID and client secret. To get the API endpoint domain, in Marketo go to Admin > Web Services and copy the Rest API endpoint, but do not include the 'rest' part at the end of the URL.

  To get the client ID and client secret, you'll need to have an API role and user on your Marketo instance, and create an Installed Service in Launchpoint. The documents for doing that are here.

  If you already have an API user and installed service, you can find the client ID and client secret at Admin > Launchpoint > View Details.

  The API user will need to have access to the following permissions for the integration to be set up:  

  • Access API > Read-Write Person
  • Access API > Read-Write Activity
  • Access API > Read-Write Activity Metadata
  • Access API > Read-Write Assets
  • Access API > Read-Write Schema Standard Field
  • Access API > Read-Write Schema Custom Field

  Below is an example role name with all the required API permission granted:
  

  

  

  

  5. Once you've authenticated your Marketo account, click Next.

  

  6. Click Next, and proceed to the Import Registrations screen.

  

  7. On the next screen it shows the Marketo Lead fields that will be imported by default. Click Next to proceed.

  

  8. On the next screen, if you also wish to export UTM parameters onto the lead object, please map the lead object fields to the UTM parameters.

  If you don't need this step, you can click Next and skip the screen.

  You can read more about how to use UTM codes for your event in our guide How to create UTM Codes for your event.

  

  9. Click Next and proceed to the final Marketo Webhook URL screen. Copy the webhook URL (you might want to paste it into a notebook because we'll need it in a few steps from now).

  Note: If the URL field is empty, please click Finish, then Unlink the integration and connect it again; this should resolve the issue.

  

  10. If you wish to push registrations from RingCentral to Marketo, as well as custom registrations Q & A, you can do so via a custom activity and configuring fields under custom activity (if you don't need this step, you can click Next and skip the screen). If you don't have a custom activity set up for this action, you'll need to set one up by following the steps below. In this case we've set up a custom activity that we have called 'Registered to event', and we will choose that custom activity from the dropdown in the 'Export registrations' screen.

  

  11. Once the custom activity is chosen, wait for up to 3 seconds to see if there are any existing custom registration questions associated with your organization.

  Tip: Check out our guide on how to create a registration form on RingCentral.

  If you have also configured fields under Custom activity to map the custom registration questions, you will be able to see them here, also. If you don't have fields set up under custom activity set up for this action, you'll need to set one up by following the steps below under the section of setting up custom activities and creating fields under it.

  Note: While creating custom registration questions make sure that if a questions is common between 2 or more events it has exactly the same wording.

  

  12. Click Next and proceed to the Export Attendance screen. If you wish to record event attendance in Marketo, you'll also need to have a custom activity set up for this purpose (you can skip this screen if you don't want to record attendance).

  

  13. Click Next and proceed to the Export Onsite Registration Data screen.

  If you wish to record onsite registration activities in Marketo select which custom activity to add to your leads when your customers register to the RingCentral event, you'll also need to have a custom activity set up for this purpose.

  Below activities would be captured on the custom activity.

  • Event Check In Time of the participant.
  • Event Check Out Time of the participant.
  • Time of the session registration of the participant for a particular event.
  • Session Check In Time of the participant for a particular event.
  • Session Check Out Time of the participant for a particular event.

  On the same screen, if you also wish to export QR code information to your Marketo instance for onsite events, please select the program member fields for them (you can skip this screen if you don't want to record onsite registration activities).

  • QR Code Data: This attribute contains the QR Code data. Please choose a large text data type field for it.
  • QR Code Image URL: This attribute contains the QR Code Image URL. Please choose a large text data type field for it.

  

  14. Click Finish and you will receive confirmation that the integration is connected. Now we move to the Marketo side!

  

• We'll set up the Webhook in Marketo first, since we just copied the webhook URL. Again, if you're not importing registrations from Marketo, you can skip this section.

  1. Login to your Marketo dashboard, navigate to Admin and search for 'Webhooks'. Create a Webhook and ensure it contains the following values:

  • URL: Paste the Marketo Webhook URL you copied in the previous step.
  • Request type: 'POST'
  • Template: lead_id={{lead.Id}}&program_id={{program.id}}
  • Request Token Encoding: Form/Url
  • Response type: JSON

  Then hit Save.

  

  2. If you don't already have one, create a Program, and then a List within your Program. You can then configure a trigger that will allow your webhook to be activated. In this case we'll take the example of a Marketo form, which when completed causes a person to be added to a List, which then activates the Webhook. You can start by adding a Form to your Program.

  

  3. The form will need to have a field that contains RingCentral's Ticket Integration Code(s). If you only have a single ticket for your event, you could add this as a hidden field in the form that pushes the Ticket Integration Code to the field you have chosen to hold this value. If you have multiple ticket types, you can have a select dropdown that holds the Integration Codes as stored values, which push the stored values to your Ticket Integration Code field when the form is completed:

  

  4. When you've saved and approved the form, add it as a trigger in the 'Smart List' screen of a Smart Campaign:

  

  5. Then in the 'Flow' screen you can select Add to list that is activated when the form is completed, and a Call Webhook for the Webhook you set up previously.

  

  6. With that, you've completed setting up the import of registrations to RingCentral!

• You can follow the steps below to create a custom activity and to create relevant fields under it. 

  Tip: The Marketo documentation for the set up of custom activities is here and and the documentation for the setup of the fields under Custom activities is here.

  Custom activities in Marketo allow you to define triggers that will result in a workflow being performed in Marketo. In this case we'll be pushing a registration to a List, or an attended status to a Program member. You can skip this section if you're only importing registrations from Marketo.

  We'll set up the Custom activities in Marketo here. If you're not exporting registrations or exporting attendance from Marketo, you can skip this section.

  Creating Custom Activities In Marketo:

  1. Login to your Marketo Account and click on the Admin tab.

  

  2. Look for the heading "Database Management" in the panel on the left hand side, and select Marketo Custom Activities.

  

  3. Click on New Custom Activity and enter a name and optional description, then click Next.

  

  4. Provide the filter and trigger name according to your choice and click Next.

  

  5. Enter the Event name under "Primary field name." Once provided click Submit.

  

  6. Right now, the custom activity will be save as a draft. Approve the activity to finish the creation of the custom activity. You can do this by selecting Custom Activity Actions and clicking Approve Activity from the drop down menu.

  

  7. You are all now set up with a custom activity in Marketo. You're now ready to start receiving registrations from RingCentral! You can set up your attended status custom activity in the same way.

• We'll set up the fields under Custom activities in Marketo here. If you're not exporting custom registration Q&As from Marketo, you can skip this section.

  1. Navigate to the custom activity of your choice, where you want to push custom registration Q&As from RingCentral, and click on the Fields tab.

  

  2. Click New Field and choose the field’s data type. Provide a name and an optional description. Click Save.

  

  3. You have now created a new field under custom activity. You can repeat the steps 1-2 to create new fields for other questions you want to map.

  4. Once all the fields are set up, you need to approve the activity to access all the new fields created. You can do this by selecting Custom Activity Actions and clicking Approve Activity from the drop down menu.

  

  5. The final state should be approved on the custom activity.

  

• Custom activities in Marketo allow you to define triggers that will result in a workflow being performed in Marketo. In this case we'll be pushing a registration to a List, or an attended status to a Program member. You can skip this section if you're only importing registrations from Marketo.

  1. If you don't already have one, create a Program and a List within your program. You can then configure a Smart Campaign to be triggered on your custom event. The custom event trigger should contain the name of your RingCentral event, as below, and should use 'starts with' rather than 'is,'  as Marketo sometimes puts spaces on the end of the event name.

  

  2. In the next screen ('Flow'), you can use Add to list to push the registrations from RingCentral into a Marketo list in your program.

  

  3. Activate the Smart Campaign in the Schedule tab.

  

Testing the Marketo integration

Now we can test both the import and export of data.

• Let's test our import registrations setup.

  1. You'll need to make sure the correct Ticket Integration Code is being used when a registration is created. In the RingCentral Events, retrieve the integration code for each ticket by navigating to the Event Dashboard > Registrations > Tickets. Hover over the listing and click the Copy icon to copy URL for each ticket.
  
  
  Then, copy and paste the alphanumeric code from the ticket URL (after the "=" sign) as your integration code.
  

  2. You'll now need to make sure that when a person is added to your Marketo list, the Ticket Integration Code is added to the field that you have created for that purpose. In this example, we'll use the Ticket Integration Code as a Stored Value on a dropdown in a Marketo form.

  

  3. You'll then need to make sure that the Stored Value is being added to the correct field, by choosing the field you have selected for the RingCentral Ticket Integration Code in the Marketo 'Field'.

  

  4. When you're done, Finish and Close and Approve the form, then embed it somewhere that you can use it for a test (you can easily do this using Google Sites).

  

  

  

  5. Complete the form, and verify that the registration has been added to your List in Marketo.

  6. If you look at the members at the program level, you should see that the RingCentral Ticket Integration Code has been added to the correct field, and that (if everything has been set up correctly) the Magic Link field has also been populated by RingCentral:

  

  7. You can then check the Event Dashboard > People > Magic Link Invites page in your RingCentral event to confirm that the person has been added there as well.

  8. Congrats, you've successfully set up registration imports!

• If you'd like to test a registration export, you can follow the below steps.

  1. First, you will need to make sure you have created a Registration form on RingCentral. Head to your Event Dashboard > Registrations > Registration Form and follow our guide to get started.

  2. Next, open the registration page of your event in an Incognito/Private browser window so that you aren't logged into your Organizer account, and click the Register button. If you have set up a registration form, you will be prompted to answer the questions before registering for the event.

  3. You're now registered for your event, and you can go and check that this has been pushed to Marketo correctly. Additionally, if you have configured the mapping for Custom registration Q&A you will also be able to see answered question under the Activity Details of the particular Marketo lead.

  

  

  Note: If you have an issue here, one common problem to check for is a space on the end of your RingCentral event name. You can handle this by using 'starts with' instead of 'in' when setting up the trigger for your Smart Campaign.

  

  Testing UTM Parameters

  If you would like to test the export of the UTM parameters, you will need to ensure that you have set them up correctly within your RingCentral event and have configured them correctly when setting up your Marketo integration

  Once you have registered for your event, you should see all the fields for your UTM parameters where the information will be captured.

  

  Testing Export of Onsite Data

  To test the onsite functionality, you will have to make sure you have created a Hybrid or Onsite event.

  Now, when correctly set up on Marketo, when the person registers for that event you will see the QR code data populated on the program member fields based on the configuration.

  

  You will also see the different activities of the participant when they check in to the event/session, check out from the event/session, and session registration in the activity log.