Using Marketo for Zoom Events

The Zoom for Marketo integration will allow you to generate Marketo leads from attendees who joined your Zoom Event. Users can also register for your Zoom Event from Marketo.

This article covers:

• Marketo integration overview
• How to add Marketo to Zoom Events
  
  • Add Marketo
  • Configure Marketo
  • Add more connections
  • Add pre-registered registrants to retroactive syncs
• How to connect your Zoom Event to Marketo
• How to use lead match fields
  • Understand field mapping
  • Use lead match fields
• How to understand the Zoom Events information shared with Marketo
• Zoom Events + Marketo data security

Prerequisites for using the Zoom for Marketo app with Zoom Events

• Marketo account with Zoom integration enabled (refer to Zoom app on Marketo LaunchPoint) - Webinars only
• Marketo user with admin permissions
• Zoom Pro account or higher with Webinar add-on, Zoom Sessions add-on, or Zoom Events Unlimited license or Zoom Events Pay Per Attendee license; or, Zoom Sessions Unlimited license or Zoom Sessions Pay Per Attendee license
• Zoom user with either admin permission or the following role privileges:
  • Edit Users
  • View Usage reports
  • Edit Integration

Marketo integration overview

You can use the Marketo integration for Zoom Events in the following ways:

External registrations from a Marketo form

• Add registrants for a Zoom Event from a Marketo form.
• Automatically assign the corresponding ticket.

Note: If a registration comes from an external marketing form or workflow, that registrant will be granted guest join authentication automatically.

Sync attendance and engagement data

• Automatically add attendees from Zoom Events as members of a Marketo program.
• Send all engagement data to a Marketo custom object, including time spent in session, questions asked, and survey responses.

Register from Zoom Events to Marketo Program

• Automatically register leads from a Zoom Events registration form and landing page
• Add as registrants to the Marketo program

How to add Marketo to Zoom Events

Add Marketo

After selecting to use the Marketo app with Zoom Events, you will need to configure the required settings to integrate the app with Zoom Events:

1. Read how Marketo will access and manage the information, then click Allow.
2. Under Zoom Events Setup, add one or more connections.
   In each connection enter the following information:
   • Marketo Endpoint URL: The endpoint URL that grants Marketo customers access to the service.
   • Client ID: The Client ID is the public identifier of your application.
   • Client Secret: The Client Secret is used for application authentication and to make requests to LinkenIn’s APIs.
3. Click Save.

Configure Marketo as an admin

The Zoom account admin can download the Marketo app from the Zoom App Marketplace.

1. Sign in to the Zoom App Marketplace as an admin with the privilege to edit account settings.
2. In the search bar, enter Marketo.
3. From the search results, click Marketo.
   The Marketo app page will appear.
4. Under App Permissions, click the Approve use of this app toggle to enable or disable it.
   • Select from the following options:
     • All users on this account: All users on the account will have access to Marketo.
     • Specific users or user groups on this account: Approve specific groups or users from your account to have access to Marketo.
       1. Click Total Approved to add the users or groups from your account that you want to have access to Marketo.
       2. Click Save.
5. After configuring app permissions, click Add.
6. On the Use Marketo with Zoom Events card, click Add Now.
7. Review the app permissions, then click Allow.
8. Return to the Marketo app listing in the Zoom App Marketplace.
9. Scroll to the bottom of the page and click the Configure button.
10. Create a new connection and name it.
11. In the connection, enter the following information:
    • Marketo Endpoint URL: The endpoint URL that grants Marketo customers access to the service.
    • Client ID: The Client ID is the public identifier of your application.
    • Client Secret: The Client Secret is used for application authentication and to make requests to LinkenIn’s APIs.
12. Click Save.

Add more connections

You can add multiple Marketo instances and connect them to one Zoom account. For each connection, you can name it, fill in the 3 data points (Marketo Endpoint URL, Client ID, and Client Secret), open and edit the connection, and delete the connection. Once a connection is chosen, the host can change it; however, changing this configuration can break the data flow for Zoom Events and Marketo. 

Note: Up to 15 connections maximum is supported.

Add more connections from the Zoom App Marketplace

1. Sign in to the Zoom App Marketplace.
2. In the search bar, enter Marketo.
3. From the search results, click Marketo.
   The Marketo app page will appear.
4. Under the Manage section, click Configure.
5. Click the Zoom Events Setup tab.
6. Under Connections, click + Create Connection.
7. Complete the following information for the additional connection:
   • Connection Name: Name of the connection.
   • Lead Match
   • Marketo Endpoint URL
   • Client ID
   • Client Secret
   • Custom object
8. Click Save.
   The connection will appear in the Zoom Events Setup tab.

Add more connections from Zoom Events

Once a connection is chosen, you can change it. However, changing this configuration can break the data flow for the Zoom Event.

Note: You will not be able to edit or save anything until you have chosen a connection.

1. Access the Integrations tab in Zoom Events.
2. Click the Built By Zoom tab.
3. Access the Marketo integration.
4. At the top of the Marketo configuration screen, click the Choose Connection dropdown.
   The names of all the connections you set up in the Zoom App Marketplace configuration will appear, displayed in the order they are shown in the marketplace.
5. Select a connection.
6. Under Choose program to sync, select from the following options:
   • Use your own program: Add the program name and edit the other values on the page.
   • Zoom Events creates one for you: Zoom Events will create the program for this connection.
7. (Optional) Under Send join link to Marketo, enter the unique join link that will be sent to registrants.
8. (Optional) Under Send engagement data to Marketo, select the Send session engagement data to Marketo custom object checkbox.
9. Click Save.

Add pre-registered registrants to retroactive syncs

​Event hosts or marketers may have published and collected registrations already without the Marketo integration setup. At this point, the registrations have not been sent to the marketing system. Once the host configures the marketing integration and clicks Save, if there are registrations from a pre-registration source (UI, API, external integration), they will automatically sync to the marketing system retroactively.

Pre-registrations will return to users' marketing platforms retroactively. Registrants that come through the pre-registration flow (Zoom Events platform, API, or external integrations) are treated the same as the native Zoom form registrations in the retroactive sync. The Marketo integrations will apply retroactive syncs of pre-registrations.

Apply retroactive sync to the Marketo integration:

• Leads will be added to the program (if not there already).
• If they attended update the status in the program to Attended.
• Populate the custom object if not done so already.

How to connect your Zoom Event to Marketo

Once your account admin has integrated the Marketo app with your Zoom Events account, you will be able to configure Marketo to automatically sync the registration and attendance information of an event.

Note: You should create a folder in Marketo—for Zoom Events data to appear in—before connecting your Zoom Event. You will not be able to connect your event to Marketo if a folder has not been created. This folder will contain all of the Zoom Events subfolders that are created automatically when you sync a Zoom Event to Marketo.

How to use lead match fields

Understand field mapping

Lead field mapping is optional. Field mapping determines what registration data is sent from Zoom to Marketo when using a Zoom form. Field mapping determines what registration data is brought into Zoom when using an external Marketo form. The Email Address field is always selected.

Note: Ensure that no registration fields are set to “required” in Zoom Events, otherwise external registrations will be blocked.

Hosts can map another match field that can be used instead of the email field that will link a Zoom Event registrant with a Marketo lead. Users can have multiple records of a lead in Marketo that share the same email address. Attendance and activity are matched into Marketo, and hosts can use the email field and another custom field that they select. 

Based on the selected map field, only the lead that has a corresponding email address and value in that field will be updated. If no lead exists with that match ID, the behavior of automatically creating a new lead with the mapped data from Zoom Events will continue.

Note: Zoom Events supports the lead data and custom field mapping to sync between Marketo and Zoom Events if the user's Zoom account has multiple active hubs. Multiple hubs are supported equally.

Additionally, the Marketo field mapping supports ticket-level question mapping. When registration comes from a Zoom form, the ticket-level fields send data to Marketo. When registration comes from a Marketo form and webhook, the ticket-level fields bring data from Marketo.

Use lead match fields

1. Access the Integrations tab in Zoom Events.
2. Click the Built By Zoom tab.
3. Access the Marketo integration.
4. Under the Manage section, click Configure.
5. Click the Zoom Events Setup tab.
6. Under Connections, to the right of the field you want to manage, click Edit.
   A pop-up window will appear.
7. In the window, under Lead Match, click the dropdown menu, then select from the following options:
   • Email
   • Custom fields: Choose a custom field from the dropdown menu.
     • After selecting a custom field, select the Use email as backup checkbox. 
8. Click Save.

How to understand the Zoom Events information shared with Marketo

• After you create and connect your Marketo folder and add upcoming events to the configuration list:
  • Event Folder and Event Program: These folders will be created automatically for each event when you select and add upcoming events.
  • Session Program: Session programs will be created automatically at the end of each session; these will contain session-specific attendance data.
• Zoom Events sends registration data (names, emails) to Marketo in real-time.
• Zoom Event sends attendance data (names, emails, event attendance status, and attendance status for individual sessions) to Marketo when a session is completed.
  • Users want the most relevant status in their marketing system so they can market to their leads appropriately based on their event engagement. When a registered person does not attend any session in an event, their program status updates to No Show. In the Marketo Program, a registrant coming from a Zoom Events form is marked as Registered, and a registrant coming from a Marketo form is marked as Registered if the smart campaign step was used. After each session ends, everyone that has registered is updated to Attended. After the entire event has ended, all Registered people left in the Marketo program who never attended will be marked as No Show. This feature applies to users who pre-registered through a native Zoom form.
• All default fields for Zoom Events registration are now automatically sent to Marketo.
• In the Marketo configuration, event organizers have the ability to map Zoom Events fields to Marketo fields. They can send all event-level registration fields to Marketo. When an attendee registers using Zoom Events, all fields will be sent automatically to Marketo.
• The unique join link sent to each registrant is now sent to Marketo, making it easier to merge the unique join link to send out with emails.
• When registration is from outside Zoom Events, the registration data will not be synced and will not overwrite the profile in Marketo. If registration is from a Zoom Events form, the fields will continue to be updated. A new lead profile will be created and their fields will be updated if no matching record exists.

Zoom Events + Marketo data security

This app accesses and uses the following information about your Zoom Event:

• Upcoming events connected to Marketo: Displayed in the Marketo folder/program title.
• Session details names and dates: Displayed in Marketo program title.
• Event registration: The names and emails associated with a Marketo event program upon registration updates.
• Event attendance details: The names, emails, event attendance status, and attendance status for each session that are associated with a Marketo event or session program upon completion of each session.
• Event details: The event ID, session titles, and start times that are associated with a Marketo event upon completion of each session.