With this integration, Marketo and ON24 share registration and attendance information to update program member statuses and ensure both platforms are aligned. Qualitative engagement data is pulled from ON24 into Marketo to set campaign triggers, better score leads and improves nurturing programs. Learn how you can connect ON24 and Marketo below:
To begin, connect your ON24 and Marketo accounts by accessing the ON24 API Dashboard and provision an API access token. Once that’s done, navigate to your Admin and LaunchPoint in Marketo and select “New Service.” Enter ON24 as the service and add both the Client Key and Client ID. Then click “Create.”
Once ON24 and Marketo are connected, navigate to your programs in Marketo and click on “Event Actions.” Then, click on “Event Settings.” From there, select ON24 as your “Event Partner” and enter the account name you’ve set up. Then, simply enter the event ID and click “save.”
With the ON24 + Marketo integration, you can push registrant details between both platforms in real-time, regardless of where they’re uploaded from. You can also
To sync registrant data, create a Smart Campaign aligned to event “Program” and set “New Status” to “Registered.” When a form is completed, registration information will be sent to ON24 and Marketo confirmation emails will trigger. Registrants will then receive a unique URL to watch the event.
To sync engagement data from ON24 to Marketo, you’ll need to build a Marketo custom object. To do so, visit Marketo’s resource center for setup instructions. Once you have your custom object built, contact your ON24 representative to assure data is flowing. Here is a sample of the custom object data types you should be able to pull from ON24 to Marketo:
To learn more about the data shared between ON24 and Marketo, please log in to your ON24 profile and refer to the Knowledge Center (found in the upper right corner of your screen).
The ON24 + Marketo integration enables you to seamlessly sync data between both platforms. It also allows you to create triggers that will compel Marketo actions.
To set up triggers in Marketo for Polls, Surveys, Engagement Scores and more, navigate to “Marketing Activities” in Marketo and create a Smart Campaign. With Smart Campaigns, build the triggers and flows you’d like to see. Through this process, you should be able to set up Triggers and Flows to take action based on the webinar signals sent by ON24.
Once your Triggers and Flows are in place, you should be able to send customer emails, move prospects to MQLs and alert sales teams when a prospect or customer answers a poll or survey. Here’s how you can connect and engage with the ON24 + Marketo integration:
Create a new Smart Campaign in Marketo and navigate to “Smart List.” Drag in the custom object trigger (for example: “Added to Webinar”) from Triggers (identified with a lightning bolt and orange banner). In that trigger, click “Add Constraint” to add to specify an action for how they answer. Drag in any Filters (identified by the funnel image and green banner) for attributes, segment, etc. Go to Flow and drag in the action you would like to happen. Go to Schedule and click Activate.
With the ON24 + Marketo integration, you can easily track the minutes watched in a webinar and more. This data can help you to realize a more informed lead scoring standard and better understand an audience member’s interest and intent.
To track minutes watched, create a new Smart Campaign and navigate to “Smart List.” Drag in the custom object trigger from Triggers and click “Add Constraint.” From there, add in constraints of Date of Activity and how many minutes watched. Drag in any additional Filters for attributes, segment, etc., you’d like to have included. Go to Flow and drag in the action you would like. Finally, go to Schedule and click “Activate.”
To enable more in-depth lead qualification and scoring in Marketo, Create a new Smart Campaign and navigate to “Smart List.” Drag in the custom object trigger from Triggers and click “Add Constraint.” Then, select engagement score constraints. Drag in any Filters for attributes, segment, etc. you’d like to see here as well. Then, go to Flow and drag in the action you would like to happen, such as sending an alert based on score. Go to Schedule and click “Activate.”
ON24 seamlessly integrates quantitative and qualitative audience engagement data directly with Marketo to streamline reporting, inform smarter decisions and accelerate action. Attendance and engagement data from ON24 webinars feed into Marketo so users can trigger and automate workflows for lead scoring and nurturing, effectively shortening sales cycles and increasing revenue.
Do you think webinars are a channel to drive audience engagement or data? With a seamless integration between ON24 and Marketo, you can leverage webinars to do both. Discover how you can get started with our playbook, “How to Master ON24 with Marketo” for practical tips and guidance for organizing and optimizing your integration.
Otherwise, watch this webinar to learn how to go beyond the registration form and understand buying intent through webinar-generated data. You’ll also learn how to use that data to inform Marketo campaigns. This webinar covers:
Register now and learn how to operationalize webinar campaigns with ON24 and Marketo.