Marketo Integration Guide

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

This help article is divided into 6 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
  • Set up atEvent/Marketo Integration (atEvent)

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 "Object" from the dropdown. In this examplae we are choosing "Lead"

b. 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)

c. Enter a Name. IN this example we are entering "atEvent Event Name"

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. Set Up atEvent/Marketo Integration (atEvent)

  1. Once logged into atEvent Central, mouse-over the circular icon at the right and select “Company Settings” from the dropdown menu.

2. Click "MA/CRM Configuration" tab

3. Create a New Profile
   a. In the empty box enter a name for your new profile
   b. Click the (+) icon to “Add” it

4. Profile MA/CRM
   a. Click inside the MA/CRM box and a dropdown menu will appear

   b. Select “Marketo” from the dropdown menu

5. From the previous section (Create a REST API Service (Marketo)) enter the following:  
   a. Endpoint URL
   b. Client ID
   c. Client Secret

6. Data Push Schedule
   a. Click in the box on Data Push Schedule*. A dropdown menu will appear.

b. Select one of four options for Push Schedule

  • Immediate
  • Manual
  • End of Event
  • End of Day

7. Click “Test Connection”

If the connection is successfully made you will receive the following message:

If there was a problem with the connection you will receive an error message:

You will need to recheck and verify your Marketo credentials.

8. Once a successful connection has been established, click “Save and Fetch CRM Fields”

If the “Save and Fetch” request is successful you will receive the following popup messages:

9. Map atEvent fields to the appropriate Marketo name.
   a. Click in any field that is labeled "Not Mapped"
   b. A blue search box (blue) and dropdown list (purple) of Marketo options will appear. You can search for a
       Marketo option by typing it in the blue search box. Any searched option that matches will immediately
       appear in the dropdown list and can be selected. You can also use the scrolling feature of the dropdown
       menu to search for Marketo options if you are not familiar with the exact names.
   c. Click on the Marketo option and it will automatically save. In this example we are mapping the atEvent
       field "First Name" to the Marketo field "firstname".

After finishing with field mappings scroll to the bottom and click “Save” button

Here is a quick video clip showing the mapping of Email:


How fast will my contacts appear in Marketo?

Usually a few seconds after they have been synced from the atEvent dashboard. 

How does this feature work when my devices are offline?

Contacts are queued to be added to atEvent as soon as the data synchronizes to the atEvent dashboard.  

Can I use the same Marketo sync profile over multiple events?

Yes, once your Marketo sync profile has been activated in the Company Settings it can be enabled in any of your current active events.

How do I disable or remove an integration from an event?

From the Event screen, under Data Sync Profile, unselect the currently displayed sync profile and set it to “None”. You can also disable or delete the profile for those cases where you want to remove it from several events.

For any additional questions regarding this feature, please contact your Customer Success Manager or contact Support ( for any assistance.