Relevant to: Event Lead Management
| This Help Center article is relevant to customers using the Event Lead Management system only.
If you are using the Event Lead Management system with the Demand Acceleration Platform, see Setting up an Integration to Marketo.
After connecting the Event Lead Management system with your Marketo instance, you can add the integration to an Event. This article explains how to configure the settings and map fields to enable lead flow into Marketo.
| You need to have 1) connected your Marketo account with the Event Lead Management system, and 2) have finalized the setup of your Event form - before setting up an integration on your Event.
|Connecting the Event Lead Management system to Marketo|
Adding a Marketo integration to an Event
| This step needs to be repeated with each Event that will create Marketo leads.
Duplicating an existing event that already has a Marketo integration will duplicate the setup.
1. In the Events dashboard, open an Event.
2. Select Setup integrations.
3. Select Marketo and click on Add.
4. Define how you would like data to be updated in Marketo. Read more about the behaviour settings in Integrations & Duplicate Handling.
If business card scanning is enabled for your Event, determine which source should be used to fill a Marketo Lead Property, in case the transcription and form values are different.
5. Proceed to map your fields and click on Save changes once finished. Fields set to Unassigned will not be filled with any data.
A note on Match and Mismatch labels
The label displayed next to each mapped field indicates whether the mapped field data types are the same. For example, a string field mapped to a string field is the same data type and will display a Match label.
Different data types that are mapped together will display a Mismatch label. This will not prevent you from saving the integration setup because certain data types are compatible despite them not being the same - for example, a string field can receive data from a number field.
Some field types are not compatible and may cause leads to be rejected by the integrated system, for example a datetime field cannot receive data from a boolean (ie. 0 or 1) field.
The Mismatch label simply serves as a prompt to double check that the mapping is accurate. If the fields are confirmed as compatible, the Mismatch can remain in place.
Testing the Marketo integration
| It is crucial to confirm that each test lead has been successfully received, properly routed and is complete within Marketo - prior to your Event.
It is advisable to send numerous test values using different data capture methods (ie. business cards and badges if these will be used at your Event). This will minimize the risk of error during an Event when lead data is incoming.
If you don't have access to Marketo, collaborate with your system admin to confirm that test lead(s) have been received.
1. In the mobile app or webform - Submit a test lead.
2. In the Event Lead Management dashboard - Navigate to the Event and check the lead has been received.
3. In Marketo - Check that the lead has been received and correctly routed.
The Marketo integration has been added to your Event.
Updating a Lead Status inside a Smart Campaign Event
You can set up a custom field in Marketo to identify records sent from the Event Lead Management system.
This can be a field specific to the Event or a Campaign ID field. Ensure this field has been added to your Event form and is correctly mapped to the Smart Campaign in Marketo - it can then be used to trigger a workflow.
See Smart Campaigns to read more.
Example: using a Campaign ID field in an Event form to update leads program status in Marketo.
1. Add a hidden field to an Event form.
2. In Marketo, select the Smart Campaign you wish to use and start a new flow using your custom field as the filter.
3. This can then be used to trigger a workflow, such as updating a leads program status.
Frequently Asked Questions
Can I update an existing Marketo contact by submitting the same person's data twice?
Yes, as long as you have the integration set to one of the two Replace existing data options. Note that Marketo uses its own separate method of checking for duplicates, which is not mirrored by the Event Lead Management system - this could impact the updating of leads.
How fast will my leads appear in Marketo?
Usually a few seconds after they appear in the Events dashboard.
Can I create or update contacts in Marketo using this integration?
Yes, when setting up an integration you are asked if you want to replace existing data inside Marketo. Determine here whether you would like to replace existing data.
Can I create ldeas in Marketo when using check-in functionality?
No, it's only possible to create new contacts from data capture events.
Can I map multiple form questions to one field in Marketo?
Yes, it is possible to update one Marketo field with the data from multiple form questions. For example, you may have split products out into categories but only have one Marketo field for these.
How does this feature work when my devices are offline?
Leads are queued to be added to Marketo once data synchronises to the Events dashboard.
Can I import the data that I collected before I set up the integration on an Event?
You must set up the integration prior to collecting data. Data collected before setting up the integration must be manually exported and imported using CSV or Excel. See Importing Leads Into an Event.
How do I disable or remove an integration from an Event?
Go to the Event > Integrations and under the Marketo row, select Remove Integration.
What is happening to special characters in email addresses?
Email addresses containing special and accented characters are rejected by Marketo (the Event Lead Management system does not modify any data when saved or transferred to third-party services).
If a lead is affected by an error, can I resend the lead to Marketo after I've corrected the issue?
Yes, use the 'resend outbound integration' functionality in the Events dashboard to resend affected leads to Marketo. See Resend leads to integrated platforms.
- Integrations & Duplicate Handling
- Marketo's Guide to Creating A Person
- Resend leads to integrated platforms