Marketo Integration Guide (atEvent Hub)

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Marketo Integration Guide (atEvent Hub)

atEvent offers the deepest, most flexible Marketo integration—so your team can capture the insights you need at every event, conference, and tradeshow and transfer them into Marketo automatically for near real-time follow-up and nurture. With our Marketo integration you can instantly convert the details of people you collect at events into Marketo prospects. You can share any text-based or selection data from your event forms.

Use Marketo API user credentials to integrate the atEvent platform to your unique Marketo instance. This will allow you to automate the lead creation/update process from leads captured through atEvent app at events. atEvent fields map to your Marketo Contact fields by updating the Contact Object with demographic data captured through the app.

What the integration can do:

The connection between atEvent and Marketo gives you the ability to create Smart Campaigns and Triggers to execute multiple activities.  Here are a few examples:

  • Send sales alerts
  • Add to lists
  • Update attendee information
  • Send emails (collateral, white paper, etc.)

What the integration cannot do:

Create or update any other objects (e.g., companies, deals, etc.) 

How to Setup your Marketo Integration

Note: Before connecting to your Marketo MA/CRM from atEvent Hub you will need to setup the required fields in Marketo that will be used for mapping between atEvent and Marketo. Later in this article we will show you how to complete these field mappings.

This help article is divided into the following sections:

  • Login to Marketo (Marketo)*
  • Create an API Role (Marketo)*
  • Create a New User (Marketo)*
  • Create a REST API Service (Marketo)*
  • Create Custom Fields (Marketo)*                      * permissions required in Marketo
  • Connect to Marketo (atEvent Hub)                      permissions required in atEvent Hub
  • Field Mapping (atEvent Hub)                               permissions required in atEvent Hub

A. Login to Marketo (Marketo)

1. Enter Login Info
   a. Enter Email Address
   b. Enter Password
   c. Press “Login”

B. Create an API Role (Marketo)

1. After Login click on the Admin icon

2. Click on “Users & Roles” under Admin/Security section

3. On the Roles tab click on “New Role”

4. Create New Role
   a. Enter Role Name
   b. For Permissions check “Access API” 
   c. Click “Create” button

C. Create a New User (Marketo)

1. After Login click on the Admin icon

2. Click on “Users & Roles” under Security section

3. Under Users Tab click “Invite New User”

4. Invite New User - Step 1: Info
   a. Email
   b. First Name 
   c. Last Name
   d. Click “Next” button

5. Invite New User - Step 2: Permissions
   a. For Roles, from the dropdown menu enter a checkmark for “API Access Role”
   b. Enter a checkmark for “API Only”
   c. Click “Next” button

6. Invite New User - Step 3: Message
   a. Click “Send” button

D. Create a REST API Service (Marketo)

1. After Login click on the Admin icon 

2. Under Admin/Integration section click on “LaunchPoint”

3. Under the Installed Services tab Click “New” and select “New Service” from the dropdown menu

4. New Service
   a. Enter Display Name
   b. For Service select “Custom” from the dropdown menu

4. New Service (Settings) Continued from above:
After entering Display Name and Service two more fields appear (Description, API Only User)
For these enter:
   c. Description: A short name describing the function of the service
   d. API Only User: In the dropdown menu select the email of the user that you created in previous step C4 
   e. Click “Create” button

5. View Details of created service 
   a. Click on LaunchPoint and find your newly created service
   b. Click on “View Details

6. Service Details (View/Copy)
   a. Copy Client ID
   b. Copy Client Secret

7. Copy Endpoint URL
   a. Go to the Admin menu, then to Web Services 
   b. Find the Endpoint URL in the REST API box and Copy it

8. Provide the following API information to atEvent Customer Success Manager:

  • Client ID (Step 6)
  • Client Secret (Step 6)
  • EndPoint URL (Step 7)

E. Create Custom Fields (Marketo)

  1. Under Admin/Database Management section click on “Field Management”

Tip: If you want the fields to be kept in sync with your CRM, create them in the CRM and they will automatically be created in Marketo.

2. Under Field Management select “New Custom Field”

3. New Custom Field
   a. Choose the field “Type” from the dropdown list. This will change how it's rendered in smart lists and forms
       in Marketo. (In this example we have chosen Email)

Tip: Check out the Custom Field Types Glossary

   b. Enter the Name as you want it to appear in Marketo (example email). 

Note: Field names cannot start with the following characters:  .  &  +  [  ]

   c. The API Name is automatically generated. You can tweak it, but it cannot be renamed once set. 
   d. Click the “Create” button when done.

F. Login to Marketo (atEvent Hub)

1. Connect to Marketo
   a. While on Step 3 (Connect to MA/CRM) of the atEvent Hub seup process 
   b. click on the “Marketo” icon.

2. Upon click the Marketo login screen will appear. Login to your Marketo account:
   a. Enter Client ID
   b. Enter Client Secret
   c. Enter Endpoint URL
   d. Press the “Add Connection” button

3. Marketo Connection 
   a. If you successfully connect to Marketo you will receive this message

Note:  If you want to pass Campaign ID to your MA/CRM you can enter it in this section. You will need to make sure that the Campaign ID data type that you are passing from atEvent matches what you have setup in your MA/CRM.  Later in this section you will map the Campaign ID to your MA/CRM.

b. Do your leads need to be associated with a Campaign?
     No: Select the "No" option button
     Yes: Select the "Yes" option button. A window will open where you can Enter Campaign ID. In this example we will enter "70109000000gcmhAAA".

c. Click the “Save & Continue” button


G. Field Mapping (atEvent Hub)

4. Map Fields
   a. Click on any of the fields labeled “Not Mapped” and a dropdown menu will appear. 
   b. Select the Marketo field that matches the atEvent field. 

In this example we are mapping:
   a. atEvent (First Name) → b. Marketo (First Name)

5. Field Mapped Successfully
   a. Field is mapped successfully with mapped field displayed in the dropdown box 
   b. The Mapping icon next to the field will now be illuminated in green
   c. The Mapping counter will increment displaying the total number of fields mapped versus the total number of fields. 

In this example First Name has been successfully mapped for a total of 12 of 15 fields that have been successfully mapped (12/15).

6. Save Field Mapping
   a. When you have finished with all of your field mappings scroll to the bottom of this screen and press the “Save & Continue” button

6. Save Field Mappings-Mac.fw

   b. You will receive the following popup message:
   c. At this point you must decide if all of your desired mappings have been completed. If you are satisfied           with the current mapping setup then click “Continue”

6b. Marketo Successful-Mac.fw

Next Section: Invite Event Team