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Setup and use the Marketo Integration

Optimize your data gathering by integrating connecting Marketo and Sequel.io using our native integration.

Updated over a week ago

Note: The Marketo integration is available to all customers on a Business plan and above

Activating the Marketo Integration

In order to integrate your Sequel account to your Marketo account, follow these steps:

  1. Log in to your Sequel Admin Dashboard

  2. Select the Integrations tab from the left-hand menu

  3. Find the Marketo option and select Set up and then Connect in the top-right corner

  4. A pop-up will appear asking you to connect your Marketo account. In order to successfully connect your account, you will need the following:

    1. API Endpoint Domain — can be found in your Marketo Dashboard under Admin> Integration> Web Services. Copy your endpoint link without the /soap or /rest.

    2. Client ID — can be found in your Marketo Dashboard under Admin> Integration> Launch Point.

    3. Client Secret — can be found in your Marketo Dashboard under Admin> Integration> Launch Point.

      Screen Recording 2023-02-27 at 9.59.07 PM

  5. Once connected, Generate Person on event registration and Send user engagement in your Sequel dashboard will automatically be toggled on.

    1. Generate Person on event registration: We will automatically create or update a Persons when they register for a Sequel event.

    2. Send user engagement: We will automatically update Persons with user engagement. This includes watched live minutes, minutes watched on-demand, chat, polls, and Q&A. Data from the live event is published when an event ends. Data from replays is published every 24 hours

All Data Passed to Marketo

Sequel.io will pass over all registrant and engagement data to the Person in your Marketo CRM. The information and activity can be viewed within the Program>Members>Activity Log of a Person in Marketo. Here is a list of all information we pass over to Marketo:

  • Registration Data with Questions (When user Registers)

    • Company Name ➝ Company in Sequel platform

    • Event name ➝ Name of the event Registered

    • Question and answers ➝ Custom questions and answers

    • Person ID: ➝ ID setup by Marketo

    • Event ID: ➝ Event ID from Sequel

    • Timestamp ➝ When registration happened

  • Live Attendance with Engagement Data (when user attended live)

    • Joined at ➝ Timestamp that user joined

    • Company name ➝ Company in Sequel platform

    • Event name ➝ Name of the event Registered

    • Percentage View Time ➝ Percentage of time user spent in the event

    • Person ID: ➝ ID setup by Marketo

    • Attending User Info

      • View Time ➝ Number of minutes attended live

      • Time joined Event ➝ Timestamp joined the event

      • Time left the event ➝ Timestamp left the event

    • Event ID: ➝ Event ID from Sequel

    • Attended Date ➝ Date of the live event

    • Polls Answered and # - Total number of polls voted in and answers they submitted

    • Questions Asked and # - Total number of questions submitted in Q&A and what specific questions the user asked

  • On-Demand Attendance with Engagement Data (When user viewed On-Demand replay)

    • Joined at ➝ Timestamp that user joined

    • Company name ➝ Company in Sequel platform

    • Event name ➝ Name of the event Registered

    • Percentage View Time ➝ Percentage of On-Demand replay viewer watched

    • Person ID: ➝ ID setup by Marketo

    • Viewing User Info:

      • View Time ➝ Number of minutes viewed

      • Time joined Event ➝ Timestamp joined the event

      • Time left the event ➝ Timestamp left the event

    • Event ID: ➝ Event ID from Sequel

    • Attended Date ➝ When registration happened

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Connecting Programs & Events

Once you have integrated your Marketo and Sequel accounts, it is now time to connect your Sequel.io event to your Marketo program. To do so, select the event in your Sequel.io dashboard that you want to collect registrant information from. From there, complete the following:

  1. Select the CRM tab

  2. Enter the Program name (this is case sensitive!) exactly as it appears in your Marketo account

    Screenshot 2023-09-28 at 9.52.22 PM
  3. That's it! Now any users that register and attends your Sequel powered events and webinars will appear under Members> Activity Log in the associated program that you associated with the event.

Note: To track your event and ensure that the event data is accurately matched with the correct program in Marketo, please set up the name of your program for the selected event.

Program Status

Sequel.io offers 4 statuses for each person who registers for your event.

  • Registered - every user who registered for your event

  • Attended - users who attended live

  • No Show - users who registered but did not attend

  • On Demand - users who viewed your On Demand Replay

You can map each of Sequel.io's statuses to Marketo, using any unique names you'd like in the CRM tab of the event. Just enter the Marketo status you would like to map, keeping in mind it is case sensitive.

Screenshot 2023-09-28 at 9.53.52 PM

Field Mapping

Sequel.io Registration data can be mapped to specific fields inside of Marketo. This keeps your data more organized and allows you to create more automations based on data you collect.

  1. Select the Registration tab within your event

  2. Enable Sequel.io registration

  3. Add custom questions to the registration form

  4. Navigate to the CRM tab within your event

  5. Select the Sequel.io object that you would like to map to Marketo, and then set the Marketo field within the CRM Remote Field dropdown

Using Marketo Registration

Sequel.io Registration enables you to collect registrations and send emails for your events, though some organizations prefer to own the registration process within Marketo. To use Marketo forms in place of Sequel.io registration, please refer to this article for a step-by-step guide on how to set this up!

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