Automatically create and update Marketo Programs, Leads and Tokens while using Marketo Programs and Static Lists as Blast recipients.


Through Attendease's integration with Marketo you can easily set up the flow of information from Attendease to your Programs and Leads in Marketo.

When you create an Attendease Event, you configure which Marketo Program the event is associated with (you can either instruct Attendease to create a new Program or you can select an existing one). Once your attendees start interacting with your event, a Marketo Lead is added to the Program as a Program Member, and the Program Member's status will then progress based on their interactions with your event in Attendease.

Before Connecting Marketo to Attendease

Configuring a Channel in Marketo for your Attendease Events

In Marketo, a Channel defines the possible statuses applied to your Program Members as they progress through the marketing funnel for the Event. Marketo comes with an "Events" channel already configured, if you would like to use it as a starting point, or feel free to create a brand new Channel. Either way, make sure that your chosen Channel statuses in Marketo include all the following, using the same spelling, and in the same order displayed below.

Note: In Marketo you manage your Channels under Admin -> Tags (see https://docs.marketo.com/display/public/DOCS/Create+a+Program+Channel for more information).

Note: Attendease does not yet support the Invited and Visited Site statuses, though we are planning on adding that functionality in the near future. 

Setting up your Base Program

Before connecting Attendease to Marketo, you need to setup a Program in Marketo to act as your integration's "Base" Program that is assigned to the Channel that was setup in the previous section. Go to Marketing Activities -> New -> New Program to set this up and make sure to choose the correct Channel. 

This Program will act as the template for all future Programs created by Attendease when creating new events. Note that choosing to assign your attendees to an existing Marketo Program will not guarantee that the correct statuses are available for the integration.

One of the benefits of using a Base Program is that any assets (such as emails and landing pages) you create will be copied over to any newly created programs. This is especially useful when using the Attendease Custom Tokens in Marketo in your assets since all your assets are automatically updated with the information from the associated Attendease Event.

Setting up Custom Tokens and Assets in your Base Program

This step that will allow you to get the most out of the Marketo integration with Attendease if you plan to use Marketo's email and landing page assets in Programs that are cloned when you create Events in Attendease.

Tokens are basically placeholders that represent bits of information from the Attendease event associated with your Program. So, if you build an email asset that uses a Token for your Event's name, for example, as opposed to typing the name itself ("{{my.Attendease Event Name}}", for example, as opposed to "My Great Summer Event"), then each new event cloned from the Base Program will automatically have the correct event name displayed in your email instead of having to type in a new name for each Event.

Before you start creating events in Attendease, make sure to create the pertinent assets in your Base Program, making use of Custom Tokens created by Attendease (Note that you will need to create these Custom Tokens manually in your Base Program, but they will automatically be created and populated for any new events).

While in your Base Program folder, click New -> New Local Asset -> Email.

Make sure to use custom tokens while editing your email content.

The following Custom Tokens will be created for you in each Marketo Program that is associated with your Attendease Event (note that if you point multiple Attendease Events to the same program then this will not work as expected, since you will only see one set of tokens for the most recent Event associated):

my.Attendease Event Name
Your Attendease Event's name

my.Attendease Event Description
Your Attendease Event's description

my.Attendease Event Dates
Text representing your Attendease Event's dates

my.Attendease Event Times
Text representing your Attendease Event's times

my.Attendease Event Contact Email
The email address of the Event contact

my.Attendease Event Primary Venue Name
The name of your Attendease Event's primary venue (blank if the event is online)

my.Attendease Event Primary Venue Address Country
The name of your Attendease Event's primary venue country (blank if the event is online)

my.Attendease Event Primary Venue Address State
The name of your Attendease Event's primary venue state or province (blank if the event is online)

my.Attendease Event Primary Venue Address City
The name of your Attendease Event's primary venue country (blank if the event is online)

my.Attendease Event Primary Venue Address Address1
The name of your Attendease Event's primary venue country (blank if the event is online)

my.Attendease Event Primary Venue Address Address2
The name of your Attendease Event's primary venue country (blank if the event is online)

my.Attendease Event Primary Venue Address Zip
The name of your Attendease Event's primary venue country (blank if the event is online)

Connect Marketo to Attendease

To begin, you need to connect your Attendease account to your Marketo account. To do so, access your Organization's dashboard and then select the Connected Apps menu item. 

On the Connected Apps screen click the "Connect to Marketo" button to the right of the Marketo logo. You will be presented with a modal that has required fields to fill out:

  1. REST API Endpoint
  2. Client ID
  3. Client Secret
  4. Base Program Name

REST API Endpoint is found in Marketo under Admin -> Web Services, in the REST API section.

Client ID and Client Secret 

You must create both an API user and a LaunchPoint service in order to get your Client ID and Client Secret values.

First, go to Admin -> Users and Roles and click the Invite New User button. Fill in all the details and assign the Permissions as shown below.

Once you've created your API user, you'll need to create the API Service in LaunchPoint under Admin -> LaunchPoint. Click New -> Invite New User and fill in the details as follows, selecting the email address of the new API user your created above.

Once you click Create, you'll see a new entry for your new Service. Click the View Details button and take note of your Client ID and Client Secret.

Base Program Name

Enter the name of the Base Program you created above. Note that the name is case-sensitive.

Once your Marketo details are validated, your two accounts are now connected! Should you at some later point need or want to, you have the option of disconnecting the Marketo account from this screen as well.

Configure your Marketo Integration

Clicking the 'Configure' button once Marketo is successfully connected will launch the configuration modal where you can configure your field mapping and set some additional options.



Map Attendease Fields to Marketo Lead Fields

You can configure field mappings to map fields on Attendease registration forms and surveys to fields on your Marketo Leads. When attendees fill out registration forms or surveys that contain mapped Attendease Global Fields, the entered data will populate (and optionally overwrite) values for the mapped fields in Marketo.

Since the mapping is done via Attendease Global Fields, you must first setup Global Fields in your root organization. See https://support.attendease.com/organizations-and-business-units/global-fields for more info on setting up Global Fields and using Global Fields on your registration forms and surveys.

The types of Attendease Global Fields that are supported to map to Salesforce fields are: Single-line Text, Country Widget, Dropdown List, Radio List, Inline Radio List, Prepended Text, Appended Text, Multi-line Text and HTML.

The types of Marketo Fields that are supported to map to Attendease fields are: String, Text Area, Email, Integer, Phone Number, Number, Percentage, and URL.

Note: It is up to you to make sure that the mappings accurately reflect the field types in question. For example, if you map an Attendease Text Field to a Number, Integer or Phone Number field in Marketo, you need to be sure to instruct your attendees to enter the correct format values. You can make use of Attendease form field validation rules to make certain that the correct data format is enforced, where possible. See https://support.attendease.com/articles/961403-conditional-fields#text-input-validation for more information.

Additional Options

You can determine what happens to attendees whose registrations are cancelled. They can either be removed from the Marketo Program, or their Program Member status can instead be set to "Cancelled".

Set Marketo automations

Once you have authorized Attendease to send activities to Marketo, you need to specify which attendee activities you want to send over. Automations are connected to specific events. To begin, select the event that you want to set the automations for and on that event's Event tab click the Automations menu item. To add an automation click the "Add Automation" button in the top right-hand corner. 

In the "Trigger" field choose the activity that you want to be sent to Marketo from the drop-down menu. In the "Action" field choose "Send to Marketo." From now on, every time that attendee activity occurs, Marketo Leads and Program Members will be updated. 

You can select from the following triggers that each perform certain actions:

Attendee - Registers
Creates a new Lead (or assigns a matching Lead to the associated Program), Marketo fields updated, status set to 'Registered'

Attendee - Updated
Marketo fields updated

Attendee - Cancelled
Status set to 'Cancelled' or Lead removed from Program (depending on setting)

Attendee - Submits Survey
Marketo fields updated

Attendee - Checkin
Status set to 'Attended'

Event - Published
Program tokens updated with latest event details


Marketo Programs

If your Marketo account is connected, on event creation you will have an option to assign an existing Marketo program to your event, or create a new Program by specifying its name.

You will also be able to edit the chosen Program on the Connected Apps screen for your Event.

Attendease will use the chosen Program when people register for your event, associating your Leads to the chosen Program as Program Members.

Note: Once Program Members are added to the Program for your event, you will no longer be able to change the associated Program.

Marketo Leads

When an attendee registers, Attendease will first search for an existing Marketo Lead that matches the attendee's email address. If a Lead is found, they will be associated to your event's Program as a Program Member. If no Lead is found a new Lead is created and associated to the Program instead. 

Once a Lead is associated to a Program for your event, Attendease, at minimum, will update the following Marketo user information when the information changes in Attendease:

  • First Name
  • Last Name
  • Email

Additionally, any field mappings that are configured on the Lead will update the respective Lead fields accordingly in Marketo.

Add Marketo Program and Static List Members as Recipients in Email Blasts

Once you have the Marketo Integration connected in Attendease, you'll notice a new menu item labelled "Import from Marketo" when adding recipients to your email invitations and blasts. If you choose this item you can automatically import Members from Marketo Programs or Static Lists to use as recipients. Just choose the Program or Static List in the drop-down and click "Save" and the Members will be added to the blast. 

Note that you can also use the "Upload CSV" or "Add Recipient" features to add additional recipients on top of the Members in the your selected Marketo Program or Static List.