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How To Master ON24 With Marketo

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PLAYBOOK OVERVIEW

Integrating ON24 with Marketo is a seamless way to ensure that you’re getting the most out of your webinars. WIth this integration, your webinars become a channel to drive audience engagement as well as a powerhouse of data. There are many ways that ON24 and Marketo align to share quantitative registration and attendance information plus qualitative engagement data to set your sales and marketing teams up for success.

 

WHY SHOULD YOU USE THIS PLAY

To Gain More Robust Customer Insights

Go beyond using Marketo solely for basic attendance data. Learn how integrating Marketo and ON24 will help you capture every interaction and experience within your webinar. As ON24 captures this data, it is automatically transferred directly into Marketo, resulting in actionable insight into a prospect’s full buying journey, thus creating lifetime customers.

To Streamline Data And Reporting Between Sales And Marketing

The ultimate workflow, integrating Marketo and ON24 streamlines important attendee information from your webinars and makes it available to marketing and sales teams in real time. This seamless integration of registration, attendance and engagement data directly with Marketo will streamline reporting, inform smarter decisions and accelerate action.

WHEN SHOULD YOU USE THIS PLAYBOOK?

This playbook is ideal for any webinar marketing team already using Marketing within their organization. You may already be using Marketo with ON24 Connect and are looking to gain a better understanding of the depth of the integration or you are ready to set up your integration for the first time. This playbook will help you navigate our favorite Marketo/ON24 integration options and determine which are best for your team.

Stakeholders and Roles

  • Webinar Manager — Responsible for creating the webinar and optimizing your webinar engagement that will lead to better customer insights
  • Marketing Team — Sets up your ON24 and Marketo integration through ON24 Connect and determines what tactics to use to help put your data into action. 
  • Sales Team – Uses the data that is filtered from your ON24 webinar and back into Marketo to continue the conversation with your most engaging leads.

Tips to Master ON24 and Marketo

  1. Determine How Your Team Will Use The Integration — Key Questions To Ask
    • Will you use ON24s built-in registration page or Marketo Forms and landing pages? This is your first touchpoint with your users so it’s important to decide the most effective way to collect information while also creating an ideal experience for your customers.
      • Marketo Forms Benefits:
        • Marketo Forms are highly versatile and allow more design freedom.
        • On Marketo you can embed registration forms directly onto your website, which can help you better guide the customer to additional information on your website vs. staying on the registration page alone. 
        • Your leads appear in Marketo instantly upon registration, whereas leads from ON24 only sync over post-event.
      • ON24 Registration Benefits:
        • The ON24 platform comes with built in landing and registration pages that can be customized with little effort.
        • This is a quicker setup that involves less web programming – perfect for smaller teams or if you’re on a time crunch.
        • ON24 automatically links the data from these pages back over to Marketo post-event, so you can still track all of your leads.
    • What type of data are you looking to use? 
      • Basic info of the attendees — This includes how they attended the event, whether they pre-registered, basic demographic information gathered at registration.
      • More in-depth data — ON24 reports a wide variety of engagement data back into Marketo after your webinar, including how long they stayed on your webinar to how often they engaged with polls and surveys.

2. Pick An Integration Option

    • Marketo ON24 Adapter Launch Point Service:
      • Launch Point allows you to easily host registration through Marketo but still push registration information over to ON24. At the same time, ON24 will send back attendee activity data to Marketo, and the Launch Point service will push registration information and basic level attendee activity data over to ON2 — first name, last name, company, job title and email address. 
    • ON24 API Service
      • In combination with LaunchPoint, the ON24 platform can make API calls out to Marketo to create custom object record associated with people who attend webinars. These records can be used to not only update program member statuses but also procure more detailed attendee activity.

3. Get Connected

    • Make sure you are using ON24 Connect to gain the most in-depth access to the support team and integration features. 
    • Submit a ticket to ON24 Integration Support. By engaging with the Integration Support team, they’ll help you find the best possible set-up for your needs, which may be via Launch Point or  with the API connection via Scribe to assist create the custom objects.
    • ON24 will provide you with a client key and client ID to add Launch Point service to your ON24 account.
    • Create program in Marketo
    • Connect that program to your next ON24 webinar
    • Create smart campaign or “registered” status trigger for Marketo to push registration information to ON24
    • Proceed with all other set up items (landing page, forms, emails, smart campaigns) 
  1. Determine How Your Team Will Use The Integration — Key Questions To Ask
    • Will you use ON24s built-in registration page or Marketo Forms and landing pages? This is your first touchpoint with your users so it’s important to decide the most effective way to collect information while also creating an ideal experience for your customers.
      • Marketo Forms Benefits:
        • Marketo Forms are highly versatile and allow more design freedom.
        • On Marketo you can embed registration forms directly onto your website, which can help you better guide the customer to additional information on your website vs. staying on the registration page alone. 
        • Your leads appear in Marketo instantly upon registration, whereas leads from ON24 only sync over post-event.
      • ON24 Registration Benefits:
        • The ON24 platform comes with built in landing and registration pages that can be customized with little effort.
        • This is a quicker setup that involves less web programming – perfect for smaller teams or if you’re on a time crunch.
        • ON24 automatically links the data from these pages back over to Marketo post-event, so you can still track all of your leads.
    • What type of data are you looking to use? 
      • Basic info of the attendees — This includes how they attended the event, whether they pre-registered, basic demographic information gathered at registration.
      • More in-depth data — ON24 reports a wide variety of engagement data back into Marketo after your webinar, including how long they stayed on your webinar to how often they engaged with polls and surveys.

2. Pick An Integration Option

    • Marketo ON24 Adapter Launch Point Service:
      • Launch Point allows you to easily host registration through Marketo but still push registration information over to ON24. At the same time, ON24 will send back attendee activity data to Marketo, and the Launch Point service will push registration information and basic level attendee activity data over to ON2 — first name, last name, company, job title and email address. 
    • ON24 API Service
      • In combination with LaunchPoint, the ON24 platform can make API calls out to Marketo to create custom object record associated with people who attend webinars. These records can be used to not only update program member statuses but also procure more detailed attendee activity.

3. Get Connected

    • Make sure you are using ON24 Connect to gain the most in-depth access to the support team and integration features. 
    • Submit a ticket to ON24 Integration Support. By engaging with the Integration Support team, they’ll help you find the best possible set-up for your needs, which may be via Launch Point or  with the API connection via Scribe to assist create the custom objects.
    • ON24 will provide you with a client key and client ID to add Launch Point service to your ON24 account.
    • Create program in Marketo
    • Connect that program to your next ON24 webinar
    • Create smart campaign or “registered” status trigger for Marketo to push registration information to ON24
    • Proceed with all other set up items (landing page, forms, emails, smart campaigns) 

4. Level Up Your Existing Marketo Integration

  • Optimize Your Webinars For Audience Insights
    • The ON24 platform comes with a built-in set of robust tools and widgets designed to create an interactive and engaging learning environment for your customers. By using as many of these tools as possible, you set your webinar up for prime audience insights, because every customer interaction with these tools is tracked by ON24 and thus filtered back to your Marketo platform. Examples of these tools include: 
        • Resource downloads
        • Surveys
        • Q&As
        • Polls
        • CTAs
  • Put Your Data Into Action
    • Set up Smart Lists or Smart Campaigns. When Smart Campaigns or Lists are activated within ON24, you can easily track any action taken by someone in your webinar and share that data back to Marketo. For example, track anyone who downloaded any additional resources shared during your webinar in the past 30 days. With campaigns set up, these leads are automatically filtered through for you so that you can engage specifically with just that group of people, saving any outliers for other actions. 
      • Smart Campaigns or Lists also allow you to send certain ‘yes’ answers automatically to your sales team for action. For example, a smart campaign that listens for a ‘yes’ answer to question number three in a survey This ‘yes’ response is automatically flagged to sales for follow up. 
      • To implement: 
        • From your dashboard, find the filter “was added to webinar”, which appears in the top left corner of your screen. Add this to your smart campaign or smart list. 
        • Once added, use the drop down menu on the right to add a constraint for any of the listed fields. Back to the above example, a constraint could be “downloaded additional resources.” 
        • Utilize the same constraint for one webinar or for all your webinars.
  • Use Lead Scoring to give webinar attendees different points or ranks depending on their ON24 engagement score during the webinar. For example, if an engagement scores between four and six, give that lead extra points to funnel them more quickly up to sales for follow up.
  • Create Programs For Content Download. More easily manage where content downloads are coming from and determine which downloads specifically are coming from your webinars by adding this action to your webinar filter in Marketo. 
  • Create Automated Nurture Streams in Marketo that will push people into specific streams based off of their behavior within your webinar. Anything action an attendee takes is tracked, so any behaviors from time watched to exact questions asked can be automated to have people flow into different nurture streams. 

 

 

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