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Marketo Integration User Guide Cvent, Inc 1765 Greensboro Station Place McLean, VA 22102 www.cvent.com 2017
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Marketo Integration User Guide

Cvent, Inc1765 Greensboro Station PlaceMcLean, VA 22102www.cvent.com

2017

2©2017 Cvent, Inc.

ContentsMarketo Integration User Guide .................................................................................................................................................................................... 3

Enabling Marketo Integration for Your Account ................................................................................................................................................ 4Setting Up Marketo Integration .............................................................................................................................................................................. 4

Setting Up REST API ......................................................................................................................................................................................... 5Adding a Configuration .....................................................................................................................................................................................7Setting Up Your Configuration Details ......................................................................................................................................................... 8

Integrating Marketo in an Event ............................................................................................................................................................................14Activating Marketo for an Event ...................................................................................................................................................................14Activating Marketo for a Session ..................................................................................................................................................................16

Importing Contacts ................................................................................................................................................................................................... 17Importing from Marketo................................................................................................................................................................................... 17Exporting from Cvent .......................................................................................................................................................................................19

Identity Confirmation within Marketo .................................................................................................................................................................20Enabling the Process ......................................................................................................................................................................................20

Running Reports ........................................................................................................................................................................................................21Admin Reports ...................................................................................................................................................................................................21

3©2017 Cvent, Inc.

Marketo Integration User GuideWelcome to the Marketo Integration User Guide!

In this user guide, you will learn the basic steps to setting up the Marketo integration in your account.

With the Marketo integration, you can:

• Build more complete customer profiles to create campaigns, increase conversions, and enhance existing customer relationships

• Instantly fetch contact data to pre-populate information and streamline your registration process• Enable Cvent actions to trigger the following actions in Marketo:

• Create and update leads• Add leads to campaigns• Add leads to lists• Remove leads from lists• Create and update custom objects to capture leads' event and registration data

• Activate the integration for your address book, any event, or any session

For more information, please contact your account manager.

4©2017 Cvent, Inc.

Enabling Marketo Integration for Your AccountBefore setting up the integration, you must first enable it for your Cvent account. To do this, contact your account manager.

You must also have a Marketo account. If you need to create one, go to www.marketo.com and contact a Marketo representative.

Once Marketo integration is turned on for your account, you can add Marketo configurations in Admin > Integrations > Push API Integrations.

Setting Up Marketo IntegrationTo get started, you will need to go to www.marketo.com. Here you will activate any campaigns you plan to use and enable them for Web Service APIs. This will allow the campaigns to appear in Cvent.

To do this:1. Select a campaign and then go to the Smart List tab. You will want to do this for each campaign.2. Under the Opportunities folder, select the Campaign is Requested trigger.3. Select "is" from the first Source dropdown and Web Service API from the second Source dropdown.

4. Go to the Schedule tab.5. If applicable, change the campaign status to Active. This will make the campaign available for all

integration points.

5©2017 Cvent, Inc.

Setting Up REST APITo integrate Marketo with the REST API, you will need to create an API only user. You will also need a custom REST service setup in your Marketo instance. If you do not have one set up, you must create one.

To create an API only user:1. Click Admin in the top right-hand corner and then click Users & Roles. 2. Click Invite New User. 3. In Step 1, enter the required information, then click Next.

4. In Step 2, select API Role as the Role.5. Check the API Only checkbox, then click Next.

6. In Step 3, click Send.

6©2017 Cvent, Inc.

To create a Custom REST service: 1. Click Admin in the top right-hand corner and then click LaunchPoint. 2. Click New and select New Service. 3. Enter a Display Name.4. Select Custom as the service. 5. Enter a Description.6. Select the API Only User that you created on page 5. 7. Click Create. The service is now created.

To get the credentials needed for access and to be able to sync data:1. Click Admin in the top right-hand corner and then click LaunchPoint. 2. Click View Details for the custom LaunchPoint service created above. 3. Click Get Token. 4. Click Close.

7©2017 Cvent, Inc.

Adding a ConfigurationAdmin > Integrations > Push API Integrations

After setting up campaigns in Marketo, you must add a configuration in Cvent. This allows you to sync contacts and leads between Cvent and Marketo.

To do this:1. Click Create Integration.2. Enter a name for the configuration.3. Select Marketo as the type.4. Enter the following login details from Marketo > Admin > Web Services:

• User ID• SOAP Endpoint• Encryption Key• REST Endpoint• REST Identity

5. Enter the following login details from Marketo > Admin > Integration > LaunchPoint > REST Service > View Details:• REST Client ID• REST Secret

6. Click Save to create this configuration. NOTE

• You can save this configuration with incorrect credentials, but you will not be able to sync Cvent and Marketo until they are validated.

• There is no limit to the number of configurations you can create.

• You must have Admin permissions to view SOAP API in Marketo.

8©2017 Cvent, Inc.

Setting Up Your Configuration DetailsAdmin > Integrations > Push API Integrations

On the Push API Integrations page:1. Click the integration’s name. The configuration details will appear. 2. To customize these details, click Edit.

Once you create the configuration, you can start customizing it for your account.

Basic Settings1. If necessary, you can update the name. 2. Select whether the configuration is active. 3. Select whether the configuration is the default for your account. If it is, you can enable the integration for

new events and sessions under Default Settings.

If the configuration is the default for your account, it will always be active.

NOTETo set up the integration in Cvent, you must have full access to “Account Integration Management” and “Survey & Event Integration Management.”

NOTE

Marketo LoginThe Marketo login details will pre-populate with the information you enter on page 5. These credentials should be entered exactly as they are shown in Marketo. If they are incorrect, Cvent and Marketo will not be able to sync.

9©2017 Cvent, Inc.

In Marketo, we recommend that you configure custom objects to have the dedupe fields set to “Event Code” and “Lead ID” and link fields

set to the “Lead ID.”TIP

Marketo limits API calls to 50,000 per day. If you use more than two custom objects, you may exceed the call limit.

NOTE

Marketo REST API DetailsMarketo will now require REST credentials, rather than SOAP credentials. See page 5 for more information.

Custom ObjectsYou will need to enter your REST credentials and then save before you can start adding custom objects. See more info on the next page. You can only select custom objects if your REST API details are valid.

Adding Custom ObjectsClick Select Custom Objects to add custom objects from Marketo. You can only select custom objects that are published, linked to a lead, and set up with at least one dedupe field.

10©2017 Cvent, Inc.

Default SettingsIf this is your default configuration, select whether to enable Marketo integration for the following by default:

• All new events• All new sessions

NOTEWhen you set up this integration for an event

or session, the default configuration will be automatically selected.

NOTEIf you do not input your REST credentials, you will see an error message. Input your REST credentials to resolve this issue.

Record Matching CriteriaIf necessary, you can also review the criteria that will be used to match Cvent contacts with Marketo leads. The criteria will be used when an integration point is triggered.

Cvent matches contacts by email address. If multiple matches are made with one contact, Cvent will update either all or none of the matches, depending on the setting you choose for the integration point.

After saving, you can start setting up your integration points and, if applicable, adding custom objects.

11©2017 Cvent, Inc.

Integration PointsAn integration point is an action in Cvent that causes specified actions to take place in Marketo.

For example, when a Cvent email bounces, Cvent can attempt to match the contact who was supposed to receive the email to a lead in Marketo. Cvent will then add them to an email bounce list in Marketo for tracking purposes.

NOTE

• By default, you will not have any integration points.

• A configuration’s record matching criteria and field mappings apply to all of its integration points.

• You cannot add an integration point while editing a configuration.

12©2017 Cvent, Inc.

Adding Integration Points

To do this:1. Click Add Integration Point.2. Select which action in Cvent will trigger actions in Marketo.3. Select whether the integration point is active. Only active integration points can cause actions to occur.4. Select what will happen if more than one lead is matched to a contact:

• Update all matched leads• Do not update any matched lead

5. Select which triggered actions will occur in Marketo:• Create or update a lead: If a match is found, the lead will be updated in Marketo. If a match is not

found, a new person will be created in Marketo.• Create or update custom objects: Information about an event or registration will be added to a

custom object (which is used to store this type of information for a lead). Custom objects are only available for Event integration points, and currently registration information can only be transferred for invitees, not guests.

• Request a campaign for the lead: The lead will be added to a campaign. A campaign can be set up to automatically put a contact through a work flow.

• Add the lead to a list: The lead will be added to the specified list. A list in Marketo is similar to a contact group in Cvent.

• Remove the lead from a list: The lead will be removed from the specified list.6. Click Save.

To find the campaign number, go to Marketo, then your campaign. The number will be in the

URL. For instance, if the URL is Marketo.com/#SC1096A1, the campaign

number is 1096.

TIP

13©2017 Cvent, Inc.

Field MappingsAdmin > Integrations > Push API Integrations

Field mappings determine how data is transferred between Cvent and Marketo. To get started, you will need to retrieve the fields for Marketo leads and any custom objects so that they can be mapped in Cvent.

To do this:1. On the Field Mappings tab, click Retrieve Marketo Fields. All standard and custom object fields will be

retrieved and displayed.2. In the new window, enter the Marketo ID of a lead. You can find this ID in Marketo. The lead should have

data in every field that you might need to map with a Cvent field.3. The following fields will be displayed:

• Marketo Field: The name of each Marketo field. Event and registration fields will only be listed if custom objects are enabled for the configuration.

• Marketo Object: "Lead" or the name of the custom objects you have retrieved. In Marketo, if you make any changes to the fields of the custom objects, you will need to retrieve the fields again.

• Required in Marketo: Indicates whether the field is required to be filled out for leads in Marketo.• Default in Marketo: Indicates whether the field has a default value in Marketo.• Default Export Value: Only used when a new lead is created in Marketo and the mapped Cvent field

is empty.• Cvent Field: A corresponding Cvent field that the Marketo field is mapped to.

4. For each Marketo field retrieved, click and then select the Cvent field that will be mapped to it. 5. After you have set up your field mappings, click Save.

NOTEWhen data is being copied, text will be

truncated if it exceeds the character limit of the field it is being mapped to.

Use a default export value for a Marketo field if: • The field does not have a corresponding

Cvent field • The value of the field should not change

when it is transferred from Cvent to Marketo

TIP

14©2017 Cvent, Inc.

Integrating Marketo in an EventAfter you have added a configuration in Admin > Integrations > Push API Integrations, you can activate Marketo in any event or session.

NOTEIf you activate Marketo for an event, you do not have to activate it for any of the event’s sessions, and vice versa.

Activating Marketo for an EventEvents > Event Details > General > Push API Integrations

On the Push API Integrations page:1. Locate the Marketo integration you created in Admin > Integrations > Push API Integrations. 2. Enable this integration for your event by selecting the drop-down next to the integration’s name and click

Edit.

Basic Settings

To do this:1. Select Yes to activate Marketo for this event.2. Select which configuration to use. Your account’s default will automatically be selected.

15©2017 Cvent, Inc.

Integration PointsThis section will be empty if the event integration points are inactive or do not need any additional setup in the event.

If there are any integration points, you will need to specify which Marketo lists and campaigns will be used.

Once you have finished the setup, you can begin to monitor and review data as integration points are triggered.

NOTETo add or remove a lead from a list, you need the list’s exact name or the ID, which you can

find in Marketo.

16©2017 Cvent, Inc.

Activating Marketo for a SessionEvents > Event Details > Agenda Items > Sessions

Within an event, you can set up Marketo for optional sessions but not included sessions.

Basic Settings

To do this:1. Select the dropdown next to the session’s name and click Edit.2. On the Advanced Settings tab, click Edit.3. If necessary, under the Marketo Integration section select Yes to activate Marketo integration for this

session.4. If applicable, select which configuration to use. Your account’s default will automatically be selected.

Integration PointsThis section will be empty if the session integration points are inactive or do not need any additional setup in the session.

If there are any integration points, you will need to specify which Marketo lists and campaigns will be used.

Once you have finished the setup, you can begin to monitor and review data as integration points are triggered.

NOTETo add or remove a lead from a list, you need the list’s exact name or the ID, which you can

find in Marketo.

17©2017 Cvent, Inc.

Importing ContactsIf you need to get your Marketo contacts into Cvent, you can perform an import. This allows you to keep your records up-to-date in both Marketo and Cvent.

Importing from MarketoContacts > Address Book

In the Contacts tab, you can import and export contacts, leads, and campaign members from Marketo into your Cvent contact groups.

To import from Marketo, you must first set up and map the fields of at least one Marketo configuration in Cvent. Once the configuration is ready, you can set up the import.

To do this:1. Click Import.2. Select Marketo and click Next.3. Complete the following steps in the wizard.

Step 1: Select Which Marketo Leads to Import1. Select the configuration.2. Enter the name of the Marketo list. This must be the exact name of the list.3. Click Search.

NOTEIf the search returns fewer than 1,000 people, you can select which ones to import. If the search returns more than 1,000 people, your actions will apply to all of them.

If records match your criteria, they will appear here. Select the records you would like to import from the list and click Next.

18©2017 Cvent, Inc.

Step 2: Select the Import Settings1. Select whether the contact group for the imported Marketo records is new or existing.

• If it is new, enter the contact group’s name and select its type.• If it is existing, select it.

2. Select which action will happen when a Cvent contact matches a Marketo record.3. Select which action will happen when no Cvent contacts match a Marketo record.4. Select an update method. You can add the imported records to the selected contact group, or you can

replace the members of the contact group with the imported records.5. Select whether to receive a summary email when the import is complete.6. Click Next.

Step 3: Confirm the Import SettingsIf your import settings are correct, click Import.

Once your import request has been submitted, you can check on the progress of your request by running the “Contact with a Marketo ID” report in Contacts > Reports. Your import request will take a few minutes to appear in the report.

19©2017 Cvent, Inc.

Exporting from CventContacts > Address Book

If you need to get your Cvent contacts into Marketo, you can perform an export. This allows you to keep your records up-to-date in both Marketo and Cvent.

To do this:1. Select the contacts you want to export.2. Select Actions and click Export.3. Click Marketo.4. Select the configuration.5. Select what will happen if more than one lead is matched to a contact:

• Update all matched leads• Do not update any matched lead

6. Select whether to add the contacts to a list.• If Yes, enter the name of the Marketo list.

7. Click Export.

Your contacts will then be exported to Marketo.

NOTEThe export will use the field mappings set up

in Administration > Integrations > Push API Integrations > Configuration Details.

20©2017 Cvent, Inc.

Identity Confirmation within MarketoYou can use Marketo integration to retrieve an invitee’s registration type or to pre-populate an invitee’s information from Marketo into your event or address book. These retrievals occur whenever an invitee passes through the Identity Confirmation page during registration.

Enabling the ProcessEvents > Website & Registration > Registration > Registration Settings

Registration Type Selection

To do this:1. On the Identification & Security tab, click Edit. 2. Under the Registration Type Selection section, select Yes to allow invitees to select their registration

type.3. Select whether the Registration Type field is required.4. Select whether to update the contact’s primary record with registration type changes.5. Select Going through a custom process from the options for how invitees will determine their registration

type. The External Data Source section will appear.

NOTEIf you do not see the External Data Source

section, contact your account manager to have it turned on for your account.

External Data Source1. Select Marketo as the external data source to retrieve contact information from.2. Click Save.

NOTEIf there are no other active account

configurations, you must use the account default.

21©2017 Cvent, Inc.

Running Reports

Admin ReportsAdmin > Reports (New)

You can run the “Marketo REST Record History” report to see all of the records transferred from Cvent to Marketo using the REST API.

Marketo REST Record HistoryOn the Reports tab, select Marketo REST Record History. Your report will automatically run. By default, it will display records transferred on the current date.

To customize the report, go to Data > Change Report Data > Fields.

Field Grouping Report Configuration SettingMarketo Sync Fields Fields related to entire sync

Marketo Lead Fields Fields related to lead sync

Marketo Custom Object Fields Fields related to custom object sync

Marketo List Fields Fields related to addition/removal of a lead to/from a list

Marketo Campaign Fields Fields related to the requesting of campaigns for a lead

NOTE• Individual status fields (e.g., Lead Status,

Custom Object Status, List Added to Status) report on the status of that triggered action.

• Fields will modify your report. They will not modify the integration.

Available Fields

After running this report, you will see which records were successfully transferred from Marketo and which ones were not. If a record was not successfully transferred, you will see the reason why it failed to sync.


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