Marketo Integration User Guide. Cvent, Inc 1765 Greensboro Station Place McLean, VA

Transcription

1 Marketo Integration User Guide 2017 Cvent, Inc 1765 Greensboro Station Place McLean, VA

2 Contents Marketo Integration User Guide... 3 Enabling Marketo Integration for Your Account... 4 Setting Up Marketo Integration... 4 Setting Up REST API... 5 Adding a Configuration...7 Setting Up Your Configuration Details... 8 Integrating Marketo in an Event...14 Activating Marketo for an Event...14 Activating Marketo for a Session...16 Importing Contacts Importing from Marketo Exporting from Cvent...19 Identity Confirmation within Marketo...20 Enabling the Process...20 Running Reports...21 Admin Reports

3 Marketo Integration User Guide Welcome 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. 3

4 Enabling Marketo Integration for Your Account Before 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 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 Integration To get started, you will need to go to 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. 4

5 Setting Up REST API To 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. 5

6 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 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. 6

7 Adding a Configuration Admin > 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. 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. 7

8 Setting Up Your Configuration Details Admin > Integrations > Push API Integrations To set up the integration in Cvent, you must have full access to Account Integration Management and Survey & Event Integration Management. 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 Settings 1. 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. Marketo Login The 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. 8

9 Marketo REST API Details Marketo will now require REST credentials, rather than SOAP credentials. See page 5 for more information. Custom Objects You 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 Objects Click 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. TIP 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. Marketo limits API calls to 50,000 per day. If you use more than two custom objects, you may exceed the call limit. 9

10 Default Settings If this is your default configuration, select whether to enable Marketo integration for the following by default: All new events All new sessions When you set up this integration for an event or session, the default configuration will be automatically selected. If you do not input your REST credentials, you will see an error message. Input your REST credentials to resolve this issue. Record Matching Criteria If 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 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. 10

11 Integration Points An integration point is an action in Cvent that causes specified actions to take place in Marketo. For example, when a Cvent bounces, Cvent can attempt to match the contact who was supposed to receive the to a lead in Marketo. Cvent will then add them to an bounce list in Marketo for tracking purposes. 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. 11

12 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. TIP 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

13 Field Mappings Admin > 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. When 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 13

14 Integrating Marketo in an Event After you have added a configuration in Admin > Integrations > Push API Integrations, you can activate Marketo in any event or session. If 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 Event Events > 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. 14

15 Integration Points This 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. To add or remove a lead from a list, you need the list s exact name or the ID, which you can find in Marketo. 15

16 Activating Marketo for a Session Events > 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 Points This 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. To add or remove a lead from a list, you need the list s exact name or the ID, which you can find in Marketo. Once you have finished the setup, you can begin to monitor and review data as integration points are triggered. 16

17 Importing Contacts If 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 Marketo Contacts > 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 Import 1. Select the configuration. 2. Enter the name of the Marketo list. This must be the exact name of the list. 3. Click Search. If records match your criteria, they will appear here. Select the records you would like to import from the list and click Next. If 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. 17

18 Step 2: Select the Import Settings 1. 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 when the import is complete. 6. Click Next. Step 3: Confirm the Import Settings If 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. 18

19 Exporting from Cvent Contacts > 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. The export will use the field mappings set up in Administration > Integrations > Push API Integrations > Configuration Details. 19

20 Identity Confirmation within Marketo You 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 Process Events > 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. If you do not see the External Data Source section, contact your account manager to have it turned on for your account. External Data Source 1. Select Marketo as the external data source to retrieve contact information from. 2. Click Save. If there are no other active account configurations, you must use the account default. 20

21 Running Reports Admin Reports Admin > 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 History On 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. Available Fields Field Grouping Marketo Sync Fields Marketo Lead Fields Marketo Custom Object Fields Marketo List Fields Marketo Campaign Fields Report Configuration Setting Fields related to entire sync Fields related to lead sync Fields related to custom object sync Fields related to addition/removal of a lead to/from a list Fields related to the requesting of campaigns for a lead 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. 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. 21