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.

What is Marketo?

Marketo is a marketing automation platform that lets you assess the impact of campaigns, content, and channels on your marketing pipeline and revenue. Following Adobe's acquisition, the product has been named Adobe Marketo Engage. To learn more about Marketo's pricing, refer to their website. 

How does the integration work?

The integration with Marketo supports the following workflows:

1. Pull registrations from Marketo to RingCentral and push Magic Links back to Marketo.
   Note: Registrations will be imported as registrants to RingCentral Events. If there are no RingCentral Events accounts associated with the email, the registrants will receive a confirmation email that a user account has been created for them (which also includes the details of how to remove that account).
2. Push registrations to Marketo as a custom activity.
3. Push 'attended' status to Marketo as a custom activity.
4. Push custom registration form answers 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 onto the Program Member.

Requirements for Marketo integration

Depending on how you plan to use the integration, you must set up several configurations in your Marketo account. 

Program Member custom fields

Before installing and mapping Marketo on your Organization, you may need to create extra Program Member custom fields to store the following RingCentral Events data:

• Ticket integration code: This field is a must when importing registrations from Marketo to RingCentral Events. It maps the Marketo registration to the correct ticket and event in RingCentral Events.
• Magic Link: This field is needed to push the Magic Links back to Marketo when importing registrations from Marketo to RingCentral Events. The Magic Link is used as an event access link for your registrants: clicking on it automatically signs the user into their RingCentral Events account and brings them to the event. This link can be incorporated into your Marketo emails. 
• Headline: This field can be used to collect headlines and send this registration data to RingCentral Events. 
• QR Code Data: If you're hosting an onsite/hybrid event, this field is needed to send QR code data from RingCentral Events to Marketo. The QR code can be incorporated into your Marketo emails allowing registrants to check in. 
• QR Code Image URL: If you're hosting an onsite or hybrid event, this field is needed to send a QR image URL from RingCentral Events to Marketo. The QR code can be incorporated into your Marketo emails allowing registrants to check in. 

Custom activities 

When exporting registration data from RingCentral Events to Marketo, you will need to create the following Custom Activities and Custom Activity fields to capture this data. Custom activities in Marketo allow setting up triggers and workflows that will add the registration to a Program list or add additional information to a Program member. 

• Registered to event: This custom activity is needed to export registrations from RingCentral Events to Marketo. Additionally, to export custom registration form answers from RingCentral Events, you will need to create fields under this custom activity to match the questions.  
• Attended event: This custom activity is needed to export the attendance status for existing registrants from RingCentral Events to Marketo. 
• Onsite activities: If you're hosting an onsite or hybrid event, this custom activity is needed to export onsite registration data for existing registrants from RingCentral Events to Marketo.
  Note: Onsite registration data captured on the custom activity includes:

  • Event check-in time of the attendee.
  • Event check-out time of the attendee.
  • Time the attendee booked a seat in an onsite segment for a particular event.
  • Onsite segment check-in time of the attendee for a particular event.
  • Onsite segment check-out time of the attendee for a particular event.

Program list

Finally, you need to create a Program and a Program List where you will be collecting your registration data. This program will be used when setting up Webhook or Custom activities workflows after installing and mapping the app. 

Installing & mapping Marketo

To install the Marketo app on your Organization account: 

1. In your Organization Dashboard, go to the Apps tab.
2. Click Discover More on App Store.
   
   
   
3. In the App store, you can find Marketo under the Marketing category.
   
   
   
4. On the Marketo page, click Install app.
   ✔ You will be prompted to confirm your choice. Click Install to continue.
   
   
   
5. In the new window, click New authentication. 
   
   
   
6. To create a new authentication, enter your authentication name (internal), Marketo API endpoint domain, Client ID, and Client Secret.
   
   • To get API endpoint domain, in your Marketo account, go to Admin > Web Services and copy the Rest API endpoint. Do not include the 'rest' part at the end of the URL.
     
     
     
   • To get Client ID & Client Secret, you'll need to have an API role and an API-only user on your Marketo instance. The role needs to have all API Next, go to Admin > Launchpoint and create a new custom Installed Service. Once created, click View Details and copy the ID and Secret.

     Note: Make sure your new API role has all Access API permission enabled, including:

     • 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
     
     
     
7. Once you've authenticated your Marketo account, click Next.
   
   
   
8. On the Import Registrations page, you'll be notified that the Name and Email fields will be imported by default. Click Next.
   
   
   
9. [Optional] On the following page, you can map your Ticket Integration Code, Magic Link, and Headline fields. Click Next.
   Note: These Marketo fields need to be created as Program Object custom fields in advance. If you haven't created them yet, close the installation window and reinstall Marketo once they are created.
   
   
   
10. [Optional] To export UTM parameters from RingCentral Events, map the Marketo lead object fields to the parameters. Once ready, click Next.
    
    
    
11. Copy the Marketo Webhook URL and save it in notes. You will use it to configure a Marketo webhook later. Click Next.
    Tip: If the URL field is empty, close the installation window, and reinstall Marketo on your Organization. This should resolve the issue.
    
    
    
12. [Optional] On the Export Registrations page, select a custom registration activity to push registrations from RingCentral Events to Marketo. Once the activity is selected, you can map your RingCentral Events custom registration form questions to your custom activity fields. Once ready, click Next.
    Note: Custom activities and custom activity fields need to be created in your Marketo account. If you haven't created them yet, you can create them on the go and click Refresh list in the dropdown in the mapping window.
    Tip: Note that RingCentral Events custom registration form questions are pulled from all events created under your Organization. If a question is common between 2 or more events, make sure it has exactly the same wording.
    
    
    
13. [Optional] On the Export Attendance page, select another custom registration activity to push attendance status from RingCentral Events to Marketo. Once ready, click Next.
    
    
14. [Optional] On the Export Onsite Registration Data page, select another custom registration activity to push onsite registration data from RingCentral Events to Marketo. Once ready, click Next.
15. [Optional] You can map your QR Code Data and QR Code Image URL on the same page.
    Note: Create these Marketo fields as Program Object custom fields in advance. If you haven't created them yet, close the installation window and reinstall Marketo once they are created.
    
    
    
16. Once ready, click Finish.
    ✔ You'll receive a message confirming the integration has been completed.

Setting up a Webhook workflow in Marketo

To import registrations from Marketo to RingCentral Events, you will need to create a Webhook that will be used for setting up an integration workflow:

1. In your Marketo account, go to Admin > Webhooks.
2. Click New Webhook.
3. Ensure it contains the following values:
   • URL: Paste the Marketo Webhook URL you copied when installing the app.
   • Request type: 'POST'
   • Template: lead_id={{lead.Id}}&program_id={{program.id}}
   • Request Token Encoding: Form/Url
   • Response type: JSON
4. Click Create.
   

Next, you will need to configure a trigger to activate your webhook. For example, you can create a Marketo form, which, when completed, adds a person to a List, which then activates the Webhook.

1. In your Marketo account, create a Form as a New Local Asset in your Program. 
   
   
   
2. The form must include the following fields:
   • First Name
   • Last Name
   • Email Address
   • RingCentral's Ticket Integration Code: You must have created this custom field earlier. 
     • If you only have one ticket in your event, 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, add this as a select field that holds the Integration Codes as stored values, which pushes the stored values to your Ticket Integration Code field when the form is completed.
       
     Tip: 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.
     
3. To save your form, click Finish, then Aprrove and close.
4. Create a Smart Campaign as a New Local Asset in your Program.
5. In the Smart List tab, add Fills Out Form as a trigger and link it to your form.
   
   
   
6. In the Flow tab, add the following flow steps:
   • Add to List for your Program list.
   • Call Webhook for the webhook you set up previously.
     
7. In the Schedule tab, activate your Smart Campaign.

Setting up a Custom activity workflow in Marketo

To export registrations from RingCentral Events to Marketo, you will need to create a workflow with the help of custom activities you created earlier:

1. In your Marketo account, create a Smart Campaign as a New Local Asset in your Program.
2. In the Smart List tab, add Register to event as a custom trigger from your custom activity and link it to your form.
   Tip: The trigger should contain the name of your RingCentral event, as below, and should use the 'starts with' rather than 'is' conditioning, as Marketo may put extra space at the end of the event name.
   
   
   
3. In the Flow tab, add a flow step Add to List for your Program list.
   
   
   
4. In the Schedule tab, activate your Smart Campaign.

In the same way, you can create workflows to export attendance status or onsite registration data from RingCentral Events to Marketo.

Testing the Marketo integration

• With the Webhook workflow we have previously set up, the registrations/contacts collected by a Marketo form will be imported to RingCentral Events and the Magic Links will be pushed back. To test if the registrations are imported from Marketo to RingCentral Events: 

  1. Make sure the correct Ticket Integration Code is being used when a registration is created.
     Tip: 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 the URL for each ticket.
     
     
     Then, copy and paste the alphanumeric code from the ticket URL (after the "=" sign) as your integration code.
     
  2. 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. For example, the Ticket Integration Code can be added as a Stored Value on a dropdown in a Marketo form.
     
     
     
  3. Make sure that the Stored Value is being added to the correct field. When installing the app, you must have created this field and mapped it to the RingCentral Ticket Integration Code.
     
     
     
  4. Make sure your Marketo form is saved and approved.
  5. Review your Marketo Smart Campaign and make sure the trigger and the flow steps are correct. 
  6. Embed your Marketo form on a test webpage (you can easily do this using Google Sites).
     
  7. Complete the form with a test registration.
  8. Confirm the registration has been added to your Program List in Marketo.
  9. Review your Members list at the Program level. Create a new view to make your RingCentral Ticket Integration Code and the Magic Link fields visible on the list.
     
     
     
  10. In RingCentral Events, navigate to your Event Dashboard > Registration > Registrants. Your registration should be added to the list of registrants.
      Note: If the email you used does not have a RingCentral Events account associated with it, you will also receive an email stating that an account has been created for you (which also includes details on how to remove that account).

• To test if registrations are exported from RingCentral Events to Marketo: 

  1. Register for the event via the event landing page (use an Incognito window to do a test registration with another account when you're already logged into your Organizer account).
  2. In your Marketo account, go to Database, find your Program list, and go to the People tab. Alternatively, go to Marketing Activities, find your Program list, and go to the Members tab. Your registration should be added to the list.
  Tip: If your registration is not exported, make sure your Smart Campaign trigger contains the name of your RingCentral event and uses the 'starts with' rather than 'is' conditioning. Marketo may put extra space at the end of the event name.
  

  Exporting custom registration form answers

  If you have configured the mapping for custom registration form questions, click on the lead on your Program list, go to Activity Log, and open Activity Details of the particular log to see answered questions.
  

  Exporting UTM parameters

  If you have configured the mapping for UTM parameters, click on the lead on your Program list to find the UTM parameter fields in the Info tab.

  

  Exporting onsite data

  If you have configured the mapping for onsite data, click on the lead on your Program list and go to Activity Log to find the following onsite activities:

  • Event check-in time of the attendee.
  • Event check-out time of the attendee.
  • Time the attendee booked a seat in an onsite segment for a particular event.
  • Onsite segment check-in time of the attendee for a particular event.
  • Onsite segment check-out time of the attendee for a particular event.

  

  The QR code data will be populated on the Program member fields based on the configuration: