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:

Prerequisites for using the Zoom for Marketo app with Zoom Events

Marketo integration overview

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

External registrations from a Marketo form

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

Register from Zoom Events to 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:
  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.
  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:
  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:
  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:
  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:

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:
  8. Click Save.

How to understand the Zoom Events information shared with Marketo

Zoom Events + Marketo data security

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