Setting Up a Marketo Integration

How to integrate to Marketo; syncing lead interactions to Marketo

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”

    1. Login Admin Settings-Mac.fw-1

    B. Create an API Role (Marketo)

    1. After Login click on the Admin 1. Admin_Icon icon

    1. Admin Settings-Mac.fw

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

    2. Users & Roles-Mac.fw

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

    3. New Role-Mac.fw

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

    4. Create Role Access API-Mac.fw

    C. Create a New User (Marketo)

    1. After Login click on the Admin Admin_Icon icon

    1. Admin Settings-Mac.fw

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

    2. Users & Roles-Mac.fw

    3. Under Users Tab click “Invite New User”

    3. Invite New User-Mac.fw

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

    4. User Contact Info-Mac.fw

    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

    5. User Permissions-Mac.fw

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

    6. User Message-Mac.fw

    D. Create a REST API Service (Marketo)

    1. After Login click on the Admin icon 1. Admin_Icon

    1. Admin Settings-Mac.fw

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

    2. LaunchPoint-Mac.fw-3

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

    3. Create New Service-Mac.fw

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

    4. New Service Data-Mac.fw

    4. Continued from above - New Service (Settings)

    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 the          previous step C4 
       e. Click “Create” button

    5. New Service Settings-Mac.fw

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

    5. New Service View Details-Mac.fw

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

    6. New Service Copy Client ID-Service-Mac.fw

    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

    7. Web Services-Mac.fw

    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”

    1. Field Management-Mac.fw

    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”

    2. New Custom Field-Mac.fw

    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

    3. New Custom Field Type-Mac.fw


       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.

    3. New Custom Name-Mac.fw

    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.

    1. Company Settings-Mac.fw-2

    2. Click "MA/CRM Configuration" tab

    2. MA-CRM Config-Mac.fw-1

    3. Create a New Profile
       a. In the empty box enter a name for your new profile
       b. Click the 3. Create New Profile Icon-1 icon to “Add” it

    3. Create New Profile-Mac.fw-3

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

    4a. Select App-Hubspot-Mac.fw

    b. Select “Marketo” from the dropdown menu

    4b. Select App-Marketo-Mac.fw

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

    5. Endpoint URL Client ID Secret-Mac.fw

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

    6a. Data Push Schedule-Mac.fw

    b. Select one of four options for Push Schedule
    • Immediate
    • Manual
    • End of Event
    • End of Day

    6b. Data Push Schedule-Mac.fw-1

    7. Click “Test Connection”

    7. Test Connection-Mac.fw-1

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

    7b. Successful

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

    7c. Failed

    You will need to recheck and verify your Marketo credentials.


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

    8. Fetch CRM Fields-Mac.fw-1

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

    8b. Fetch Success Message

    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".

    9. Field Mapping-Mac.fw-1After finishing with field mappings scroll to the bottom and click “Save” button

    Here is a quick video clip of the same example:atEvent Central (2)-4



    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.