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:
Log in to your Sequel Admin Dashboard
Select the Integrations tab from the left-hand menu
Find the Marketo option and select Set up and then Connect in the top-right corner
A pop-up will appear asking you to connect your Marketo account. In order to successfully connect your account, you will need the following:
API Endpoint Domain — can be found in your Marketo Dashboard under Admin> Integration> Web Services. Copy your endpoint link without the /soap or /rest.
Client ID — can be found in your Marketo Dashboard under Admin> Integration> Launch Point.
Client Secret — can be found in your Marketo Dashboard under Admin> Integration> Launch Point.
Once connected, Generate Person on event registration and Send user engagement in your Sequel dashboard will automatically be toggled on.
Generate Person on event registration: We will automatically create or update a Persons when they register for a Sequel event.
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
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:
Select the CRM tab
Enter the Program name (this is case sensitive!) exactly as it appears in your Marketo account
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.
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.
Select the Registration tab within your event
Enable Sequel.io registration
Add custom questions to the registration form
Navigate to the CRM tab within your event
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!