Sending attendee engagement data to Marketo

The RingCentral Events and Marketo integration allows you to export attendee engagement data to Marketo, providing valuable insights into participant behavior during events. Here's how to enable and utilize this feature, as well as the specific engagement data points that will be synced to Marketo.

Creating Marketo custom activities

In Marketo, you will need to create three separate Custom Activities (with the related Custom Activity fields) for each engagement data option. 

Attendee activity

This custom activity will be used to export data points about attendee activity within the event, including clicks, chat messages, questions, and poll interactions. When creating this activity in Marketo, ensure it has the following fields:

• RingCentral Event name: Mapping is not required; read-only field mapping with the custom activity’s primary field will be displayed. This field should be created as a String type.
• Event area: This field should be created as a String type. Possible values are:
  • Reception
  • Stage
  • Session
  • Expo
  • Networking
  • Backstage
  • Replay
  • Event
• Event area title: The name of the session/stage/booth, or ‘Unknown’ if not specified. This field should be created as a String type.
• Event type: Webinar, Virtual, Hybrid/Onsite. This field should be created as a String type.
• Engagement activity name: This field captures the name of the engagement activity. It should be created as a String type. Possible values are:
  
  • time spent in event area
  • cta clicked
  • chat message sent
  • question asked
  • question upvoted
  • voted in a poll
  • survey answered
  • url clicked
  • lead scanned (onsite)
  • meeting booked
  • chyron url clicked
  • attended event
  • engagement score calculated
• Text: This field displays relevant text based on the engagement activity, such as the CTA title, chat message, asked question, survey question, poll question, title of meeting booked, or upvoted question. It should be created as a String type.
• Answer: This field captures responses to polls or surveys. It should be created as a String type.
• Level of chat message: This field indicates the chat message level, specifying whether it is a top-level message or a reply. It should be created as a String type.
• Time spent in event area: This field records the time an attendee spent in a specific event area in minutes. It should be created as a Float type.
• URL clicked: This field captures the URL clicked by the attendee in any event area, including chyron URLs. It should be created as a String type.
• Engagement Score: This field captures the Engagement Score of the attendee. It should be created as a Float type.

Attendees who visited the Replay Area

This custom activity will be used to export attendees visiting the Replay area. When creating this activity in Marketo, ensure it has the following fields:

• RingCentral Event name: Mapping is not required; read-only field mapping with the custom activity’s primary field will be displayed. This field should be created as a String type.
• Event type: Webinar, Virtual, Hybrid/Onsite. This field should be created as a String type.
• Ticket type: This field should be created as a String type.
• Time spent in replay area: Time spent in the replay area by an attendee. It is published at the end of the day. It will sum the duration of all the times the user visited the replay area. This field should be created as a Float type.

Attendees who watched a Replay

This custom activity will be used to export the duration attendees spent when watching a recording published in the Replay area. When creating this activity in Marketo, ensure it has the following fields:

• RingCentral Event name: Mapping is not required; read-only field mapping with the custom activity’s primary field will be displayed. This field should be created as a String type.
• Event area: This field should be created as a String type. Possible values are:
• • Reception
  • Stage
  • Session
  • Expo
  • Networking
  • Backstage
  • Replay
  • Event
• Event area title: The name of the session/stage/booth, or ‘Unknown’ if not specified
• Ticket type: This field should be created as a String type.
• Replay name: Name of the replay video. This field should be created as a String type.
• Duration of the replay watched: The duration for which an attendee watched a replay in minutes. If the user watches the replay multiple times, then multiple activities will be logged in Marketo. This field should be created as a Float type.

Enabling attendee engagement data export

To export engagement data from RingCentral Events, in the Engagement Data tab, enable the corresponding options and map a related Marketo custom activity and fields. For detailed steps, refer to our guide on Integrating Marketo with RingCentral Events.

Marketo custom activities usage

You can use the exported engagement data in your Marketo Smart Campaigns or Smart Lists by adding the mapped custom activity as a trigger and adding the mapped fields as constraints.