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. Automatic or manual Marketo Program mapping:
   • Push RingCentral Events registrations as a Program Member with the status "Registered."
   • If the user attends the event, their Program Member status will change from "Registered" to "Attended".
   • If the user does not attend the event, their Program Member status will change from "Registered" to "No show".
   • Push Magic Links to Marketo. 
     
     Note: Attendance status sync can be manually disabled in the mapping settings if needed.  
2. Pull registrations from Marketo to RingCentral Events 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).
3. Push custom registration form answers from RingCentral Events to either Marketo Lead or Program Member fields. 
4. Pull custom registration form answers from Marketo to RingCentral Events. 
5. Push custom registration form answers as a custom activity.
6. Push UTM parameters onto the Lead.
7. Push onsite registrants and attendee data as a custom activity.
8. Push registrants' QR Code Information to Program Member fields.
9. Push 'attended' status to Marketo as a custom activity.
10. Push attendee engagement data to Marketo as a custom activity.

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 to Marketo. 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. 
• Registration form questions: These fields are needed if you're planning to collect additional information in your Marketo form and sync it to the RingCentral Events registration form.
  Note: The question fields can also be created as Lead fields. 
• 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: If not using Marketo Program mapping, this custom activity can be used 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: If not using Marketo Program mapping, this custom activity can be used 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.
• Engagement activities: You need three separate custom activities to export engagement data for existing registrants from RingCentral Events to Marketo.
  Note: To learn more about these activities and which fields they should include, refer to our guide on Sending attendee engagement data to Marketo.

Marketo Program mapping

Marketo Program mapping allows you to easily export registrations from RingCentral Events to Marketo. The mapping can be automatic or can be set manually.

Automatic

You can have your Marketo Programs created automatically for every upcoming event. The Program name will be based on the event name followed by the event start date & time. The Program type will be set to Event.

Manual

If you decide to manage your Program mapping manually, you need to create your Programs before installing and mapping Marketo on your Organization. These Programs can be also used when setting up Webhook or Custom activity workflows after installing and mapping the app.

Program channel

To be able to use Program mapping, you need to create a Program channel that applies to Event. Make sure the channel has the following Program statuses:

• Registered (created automatically): RingCentral Events registrations will be imported to Marketo as Program Members with the status "Registered."
• Attended (created automatically): If the user attends the event, their Program Member status will change from "Registered" to "Attended".
• No Show (this status you need to add manually): If the user does not attend the event, their Program Member status will change from "Registered" to "No Show".

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 create a Marketo authentication if not done yet.
   
   
   
5. To create a new authentication, enter your authentication name (internal), API endpoint domain, Client ID, and Client Secret. Once ready, click Create.
   
   
   
   • To get the API endpoint domain, go to Admin > Web Services in your Marketo account 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
     
     
     
6. Once your authentication is created, you will be brought to the Marketo settings window. In the Programs tab, you have two options for managing your Program mapping.
   • Automatic: Keep Automatically create Marketo Programs enabled and select a Marketo folder and a channel where a Program should be created.
     Notes:

     • Program name: The event name followed by the event start date & time will be used as the Program name.
     • Program type: will be set to Event.
     • Channel: The dropdown will list Program channels applied to Event with at least one Program status set as Registered. To export "Attended" and "No Show" attendee statuses, ensure you select a channel that includes Registered, Attended, and No Show Program statuses.  

     Important: Automatic program creation will not work if your Marketo account has custom tags set as required.  

   • Manual: Disable the Automatically create Marketo Programs option and click Add new Program mapping to map each of your upcoming events to an existing Marketo Program.
     
7. On the same page, click Configure mapping. In the pop-up, map the fields and click Apply Changes.
   • Magic Link [Required]
   • Ticket Integration Code [Required]
   • Headline [Optional]
   • QR Code data [Optional]
   • QR Code image URL [Optional] 
     
     Note: These Marketo fields need to be created in advance as Program Object custom fields or Lead fields. If you haven't created them yet, close the installation window and return to step 4 to start again once they are created. Alternatively, you can proceed without mapping these fields, complete the installation process, and later update your Marketo app configuration to add the missed mappings.
     
     
     
8. On the same page, click Save to confirm the changes.
   Important: This step is required before you move forward.
9. In the Apps tab of your Organization Dashboard, you will see Marketo under Installed apps. Click Options and select Edit Configuration. 
   ✔ You will be brought back to the Marketo settings window. Your authentication and program mapping will be in place.
   
   
   
10. Go to Registrations tab.
11. Select one of the three options for using the integration:
    Note: The configuration of the following fields will be adjusted based on your selection.
    • Import and Export Registration Data
    • Import Registration Data from Marketo
    • Export Registration Data from Marketo
      
12. Copy the Marketo Webhook URL and save it in notes. You will use it to configure a Marketo webhook later.
    
    
    
13. Review default mapping for the Name and Email fields.
    
    
    
14. [Optional] To push registrations from RingCentral Events to Marketo, enable Export Registrations to Marketo Custom Activity option and select a custom registration activity. Once the activity is selected, click + Add new mapping to map your RingCentral Events custom registration form questions to your custom activity fields.
    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.
    Tip: Note that RingCentral Events custom registration form questions are pulled from all upcoming events created under your Organization. If a question is common between 2 or more events, make sure it has exactly the same wording.
    
    
    
15. [Optional] To sync the custom registration form answers, enable the Export or Import Registrations with Marketo Lead or Program Member fields option. Click + Add new mapping to map the RingCentral Events custom questions with the corresponding Marketo fields.
    Note: These Marketo fields need to be created in advance as Program Object custom fields or Lead fields. If you haven't created them yet, you can proceed without mapping these fields and later update your Marketo app configuration to add the missed mappings.
    
    
    
16.  [Optional] To export UTM parameters from RingCentral Events, enable the Export UTM Parameters to Marketo Lead fields option. Map the Marketo lead object fields to the parameters.
    
    
    
17. [Optional] To export onsite registration data from RingCentral Events, enable the Export Onsite Activities to Marketo Custom Activity option and map a related Marketo custom activity.
    
    
    
18. Go to the Attendance tab.
19. [Optional] If you do not need to sync the attendance status when using automatic or manual program mapping, turn off the option Sync Attendance Status to Marketo Program Members. To export attendance status from RingCentral Events as a custom activity, enable the Export Attendance option and map a related Marketo custom activity.
    
    
    
20. Go to the Engagement Data tab.
21. [Optional] To export engagement data from RingCentral Events, enable the following options and map a related Marketo custom activity and fields. 
    • Export Attendee Activity to Marketo Custom Activity
    • Export Attendees who visited Replay Area to Marketo Custom Activity
    • Export Attendees who watched Replay to Marketo Custom Activity
      Note: For more information on which data points are exported, refer to our guide on Sending attendee engagement data to Marketo.
      
      
      
22. Once ready, click Save.

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

If you are not using Marketo Program mapping 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 when using Marketo Program mapping: 

  1. Register for the event via the event landing page (you can use an Incognito window to test register with another account when you're already logged into your Organizer account).
  2. In your Marketo account, go to Marketing Activities, find your Program list, and go to the Members tab. Your registration should be added to the list.
  3. To see the exported custom registration form answers (in case you mapped them to the Program Member fields) and Magic Links, create your custom view and include these fields. 
  Note: When not using Marketo Program mapping and exporting registrations via a custom activity workflow, 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

  The way you configure the mapping for custom registration form questions determines where the information is exported. Here’s how it breaks down:

  • Program Member fields: Configure your Program list view to display these fields. 
  • Lead fields: Click on a lead on your Program list to find the answers fields under the Info tab.
  • Custom activity fields: Click on a lead on your Program list, go to Activity Log, and open Activity Details of the particular log to view the answered questions.
    

  Exporting UTM parameters

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

  

  Exporting onsite data

  If you have configured the mapping for onsite data, click on a 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: