The Marketo ON24 Connect Data Integration can be used to create new people and custom object records in Marketo for Webinar, Engagement Hub, Target, Go Live, and Virtual Conference activity. Custom object records can be used to trigger program membership, change program member statuses and segment people based on ON24 activity.
Note: Contact Support if you use Virtual Conference so we may enable your account before proceeding with the setup steps.
Things to Know
There are three options for setting up your integration between Marketo and ON24, depending on which registration form you're using or what data you want passed.
The steps for all options are essentially the same, but differences will be called out.
ON24 Registration
If using the ON24 form for registration, you can create new people, create custom object records for all registrants and update custom object records with attendee activity.
- Disable the Webcast Elite Login Only toggle so you can use the ON24 registration form.
Marketo Registration - Option 1
If using Marketo for registration, you can create custom object records for all registrants and update custom object records with attendee activity.
- Follow the External Registration process first to send the registrant data from Marketo to ON24 & then use the steps in this article to send the attendee data back to Marketo.
- Enable the Webcast Elite Login Only toggle
Marketo Registration - Option 2
If using Marketo creation, you can also only create custom object records with attendee activity.
- Follow the External Registration process first to send the registrant data from Marketo to ON24 & then use the steps in this article to send the attendee data back to Marketo.
- Enable the Webcast Elite Login Only toggle
Step 1 - Create API Only Role
To create ON24 specific Role, click Admin on top of the page and select Users & Roles.
Find more information in Marketo's knowledge base article on creating an API Only User Role.
Step 2 - Create API Only User
A new user should be created for the integration. It is valuable to use a dedicated, API Only User to distinguish activity from other API Only Users you may have for other services.
To create ON24 API Only User, click on Users & Roles on the left tab and then click Users on the top of the page.
Step 3 - Create Custom LaunchPoint Service
Create a Custom LaunchPoint Service for the Marketo ON24 Connect service to call out to the Marketo API for creating people and custom object records.
To create a Custom LaunchPoint Service, click on Integration on left navigation bar and then click LaunchPoint.
Click New on the top of the page.
A pop-up for New Service will appear. Add Display Name and choose Custom from the drop-down under Service.
Add a Description and select API Only User (refer Step 2) from the drop-down and click Create.
After adding the new service, click on LaunchPoint on the left navigation bar, go to your Service Name (ABC Company Test), and click View Details.
You will see your Client Id, Client Secret and Authorized User.
Copy the Client Id and Client Secret to use in step 6.
Go to Web Services on the left Navigation bar and get the Identity URL (everything before ‘/identity’) to use in Step 6.
Find more information in Marketo's knowledge base article on Authentication.
Step 4 - Create Custom Object
A pop-up window to Create Object will appear.
Add the below details. Verify that the API Name value is oN24Attendee_c. The API Name must match exactly what is listed below.
- Display Name: ON24 Attendee
- API Name: oN24Attendee_c
- Show in Person Detail: SHOW
Click Save.
The custom object can include any of the fields listed in this spreadsheet.
Note: The first 5 fields listed are mandatory. They are as follows:
- personid - Marketo leadId
- eventid - ON24 unique event identifier
-
eventuserid - ON24 generated unique identifier for a particular registrant
- Anyone who successfully registers gets a new eventuserid
-
cumulativearchiveminutes - Number of minutes the user attended the archived/on-demand portion of the event
- Multiple console launches are aggregated into a single number
-
cumulativeliveminutes - Number of minutes the user attended the live portion of this event
- Multiple console launches are aggregated into a single number
Step 5 - Create API Credentials for a User
The service will make API calls out to your workspace using API credentials generated by an Elite Platform user with Manage Users permission.
As a result, provision a new token and name it Marketo ON24 Connect.
Step 6 - Configure Integration Service
Login to the ON24 platform and open Integrations from the Platform Tools menu. Find Adobe Marketo Engage and click Configure.
You'll find three tabs - Connection, Options, and Activity.
Connection
This tab allows you to manage the integration connection between your ON24 account and Marketo. All fields are mandatory.
In the ON24 card, select the token you created in Step 5 and click Associate Access Token. When successful, a message will indicate Token has been associated.
In the Marketo card, enter the Marketo Client ID, Client Secret, and Identity URL (everything before <'></>) that you grabbed from Step 3, then click Test Connection. A validation of the Custom Object definitions will be done. If successful, a successful connection message will display. If unsuccessful, feedback will be provided.
Click Save Changes. Now the service can create custom object records for any existing person who attends a webinar in your ON24 workspace.
Options
The Options tab allows for adjustments of your integration service settings. You can set up your registration, backfill, and notification settings.
Depending on how your viewers are registering and what information you want passed, you can choose which options to toggle on. Click on the accordions to see more info on each option.
When using ON24 registration for your events, toggle on all three options - Create New People, Add ON24 registrant data to ON24 Attendee custom object in Marketo, and Add ON24 attendee activity to ON24 Attendee custom object to Marketo.
Create New People will use ON24 registration data to create new people who do not currently exist in your Marketo Instance. Below are the standard fields used to create new people:
ON24 Field |
Marketo Lead Field |
|---|---|
| firstname | firstName |
| lastname | lastName |
| company | company |
| job_title | title |
| address_street1 | address |
| city | city |
| state | state |
| zip | postalCode |
| country | country |
| work_phone | phone |
| company_industry | industry |
| company_size | numberOfEmployees |
| job_function | leadRole |
| "ON24" | leadSource |
| UTM Campaign | UTM_Campaign |
| UTM Content | UTM_content |
| UTM Medium | UTM_Medium |
| UTM Source | UTM_Source |
| UTM Term | UTM_term |
Add ON24 registrant data to ON24 Attendee custom object in Marketo creates custom object records for all registrants. Use this if you are collecting registrants through ON24 forms and you want to use the custom object records to trigger program membership for registrants. The service will create the custom object records at registration and then update the records if a person attends a webinar.
And Add ON24 attendee activity to ON24 Attendee custom object to Marketo passes attendee data to the custom object.
If you're using Marketo for registration and you want to create custom object records for all registrants and update custom object records with attendee activity, follow these steps.
Toggle on Add ON24 registrant data to ON24 Attendee custom object in Marketo and Add ON24 attendee activity to ON24 Attendee custom object to Marketo.
- Add ON24 registrant data to ON24 Attendee custom object in Marketo creates custom object records for all registrants. Use this if you are collecting registrants through ON24 forms and you want to use the custom object records to trigger program membership for registrants. The service will create the custom object records at registration and then update the records if a person attends a webinar.
- Add ON24 attendee activity to ON24 Attendee custom object to Marketo passes attendee data to the custom object.
If you're using Marketo for registration and you want to only create custom object records with attendee activity, follow these steps.
Toggle on Add ON24 attendee activity to ON24 Attendee custom object to Marketo to pass attendee data to the custom object.
If a Backfill is needed, toggle this option on. There's a limit of 31 days per execution.
You can also toggle on Notifications if you want to receive email notifications after every sync activity.
Then click Save.
Activity
This tab provides a history of service processes.
Step 7 - Using Custom Objects for Program Membership & Statuses
Depending on how your viewers are registering, you'll need to set up the custom object differently. Open the accordion that matches your choice to find more information.
The ON24 Attendee custom object can be used with Triggered Campaigns or Batch Campaigns depending on when the object is being used.
Add Person to Program as "Registered"
Smart List:
- Trigger > Added to ON24 Attendee
- eventid: [add eventid]
Flow:
- Change Program Status
- New Status: Webinar > Registered
Update Program Member Status to "Attended"
Smart List:
- Trigger > ON24 Attendee is Updated
- Trigger Attribute: cumulativeliveminutes
- New Value: > 0
- eventid: [add eventid]
Note: Contact Marketo to enable "Custom Object is Updated" trigger.
Flow:
- Change Program Status
- New Status: Webinar > Attended
Update Program Member Status to "No Show"
Smart List:
- Batch > Has ON24 Attendee
- eventid: [add eventid]
- cumulativeliveminutes: empty
- cumulativearchiveminutes: empty
Flow:
- Change Program Status
- New Status: Webinar > No Show
Pro Tip: Schedule the No Show campaign to run 4-6 hours after the conclusion of the Elite Webinar.
If you are using Marketo for registration and want to collect registrant records in the ON24 Attendee custom object or are using ON24 for registration, follow the below steps to setup the Smart List.
Add Person to Program as "Registered"
Smart List:
- Trigger > Added to ON24 Attendee
- eventid: [add eventid]
Flow:
- Change Program Status
- New Status: Webinar > Registered
Add Person to Program as "Attended"
Smart List:
- Trigger > ON24 Attendee is Updated
- Trigger Attribute: cumulativeliveminutes
- New Value: > 0
- eventid: [add eventid]
Note: Contact Marketo to enable "Custom Object is Updated" trigger.
Flow:
- Change Program Status
- New Status: Webinar > Attended
Add Person to Program as "Attended on-demand"
Smart List:
- Trigger > ON24 Attendee is Updated
- Trigger Attribute: cumulativearchiveminutes
- New Value: > 0
- cumulativeliveminutes: 0
- eventid: [add eventid]
Flow:
- Change Program Status
- New Status: Webinar > Attended On-demand
Add Person to Program as "No Show"
Smart List:
- Batch > Has ON24 Attendee
- eventid: [add eventid]
- cumulativeliveminutes: empty
- cumulativearchiveminutes: empty
Flow:
- Change Program Status
- New Status: Webinar > No Show
Pro Tip: Schedule the No Show campaign to run 4-6 hours after the conclusion of the Elite Webinar.
If you are using Marketo for registration and do not want to collect registrant records in the ON24 Attendee custom object, follow the below steps to setup the Smart List.
Add Person to Program as "Attended"
Smart List:
- Trigger > Added to ON24 Attendee
- eventid: [add eventid]
- cumulativeliveminutes: > 0
Flow:
- Change Program Status
- New Status: Webinar > Attended
Add Person to Program as "Attended on-demand"
Smart List:
- Trigger > Added to ON24 Attendee
- eventid: [add eventid]
- cumulativearchiveminutes: > 0
- cumulativeliveminutes: 0
Flow:
- Change Program Status
- New Status: Webinar > Attended On-demand
Add Person to Program as "No Show"
Smart List:
Use all filters:
First Filter
- Batch > Member of Program
- Member of Program > true
- Program: is > Program Name
Second Filter
- Batch > Not Program Status was Changed
- Program: is > Program Name
- Date of Activity: in past > 4 or 6 hours
Flow:
- Change Program Status
- New Status: Webinar > No Show
Pro Tip: Schedule the No Show campaign to run 4-6 hours after the conclusion of the Elite Webinar.
Step 8 - Create Custom Field in Salesforce for PEP URL Optional
Create a custom field in the Salesforce contact and lead objects to sync with Marketo person records. The integration service will push over the ON24 Prospect Engagement Profile URL to the pEPURL__c field in the Marketo person records, which in turn will sync the field to Salesforce.
API Name: pEPURL__c
See SFDC Sync: Field Sync and Prospect Engagement Profile for more information.
Watch the Video
Note: The ON24 interface and Knowledge Center look different in the video, but the functionality is the same.
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