Our Built-In Marketo Integration

Getting more data from your attendees has never been more important. With our built-in Marketo integration, you can register attendees from a Marketo form and have the data automatically appear in Accelevents.

Note: The integration feature is not available for Free and Starter plans.

Configure the Integration in Accelevents

This step will allow you to connect your Marketo account to Accelevents.

Go to your Organizer Portal by clicking the Manage Organization found on the bottom left corner of any event admin console.
Go to the Integrations tab and click Connect under the Marketo logo to begin.

If you're not seeing the Integrations tab, you'll need to access your Enterprise or White Label Dashboard to see the Integrations tab. Click My Enterprise from the Organizer Portal to take you to your Enterprise or White Label Dashboard, where you should find the Integrations tab.

You can also access the direct Enterprise or White Label Dashboard URL to see the Integrations tab. The URL would look something like this:

https://www.accelevents.com/u/wl/companyname/home

3. Click New authentication from the pop-up window.

4. A window within the pop-up will appear. You will need to enter the following details from your Marketo account:

API endpoint domain
Client ID
Client Secret

For API Endpoint Domain

Go to Admin > Web Services in your Marketo account
Copy the Endpoint under REST API
DO NOT INCLUDE the tail end /rest part
Example: https://123-YLU-456.mktorest.com

For Client ID and Secret ID

Go to Admin > LaunchPoint in your Marketo account
Click View Details on the service you intend to use
Copy the Client ID and Client Secret ID from the pop-up

5. Enter all the keys copied from your Marketo account to the pop-up in Accelevents, then click Create.

Please make sure there are no extra spaces, it will still accept it with extra space, but your integration will not work.

6. Click Next

7. After you click Next, you will see a Marketo to Accelevents Public URL. Copy that URL and paste it somewhere because you will use that later for setting up a webhook. Click Finish.

8. After clicking Finish, return to the Integrations tab and wait for the integration to enable. The green button under Marketo will turn red once enabled and connected.

Set the Attendee Destination and Status

You may want to set the attendee destination and status if in your event you will also have registrations originating from Accelevents. This step ensures that attendees are exported to the correct destination in Marketo and that their status is updated when they check in or if the order is deleted, please follow the steps below.

Go to Admin
Select Tags
Expand Channel
Select Live Event (or create one if you don't have it)
Make sure that the fields have these values:
- Channel: Live Event
- Applies to: Event
- Analytics Behavior: Normal (requires period cost)
Add these 5 status. The status sequence should have this order and the values should be in ascending order.
Click Save.

Status	Step	System Mapping
Invited	10	None
Waitlisted	20	Waitlisted
Registered	30	Registered
Attended	40	Attended
No Show	50	No Show

Notes:

You can use any number for the Status sequence, but the numbers must be in ascending order (e.g., 10, 20, 30). This ensures the correct flow of status updates in Marketo.
There can be other statuses in there, it will work if there are other statuses in between, what's important is the 5 above are present and are in the correct order.

After doing this part, you can now export attendee data from Accelevents to Marketo; we suggest doing a test registration before proceeding to the next steps to see if the integration works. A test registration will create the program event in Marketo, which you'll need in the next step when you create your workflow.

Learn Where to Find Attendees in Marketo's Program Events

Map Order Form Questions (optional)

By default, the attendee's Email, First Name, and Last Name are the fields that will be imported to Accelevents. If you want other registration information in the data transfer, you can map those fields in the Configure Marketo Mapping menu.

Click Here to Learn How to Map Order Form Questions

Looping the Order Information to Marketo (optional)

If you want some order information to automatically appear in Marketo after the order is created, you can map these information in the Configure Marketo Mapping menu:

Order ID (this is the order number)
Ticket ID (this is the ticket number)
Ticket Type (this is the ticket name)
Magic Link
Barcode ID

Learn to Map these Auto-Generated Order Information

Create a Workflow in Marketo

After connecting the integration, a workflow must be created in Marketo to import attendees. This workflow will specify what conditions will trigger the data transfer. In this workflow, attendees will be registered to the event if they have this specific criteria:

They registered through a Marketo Form
They are added to a specific Marketo List
They have the correct event API Key in their record (to determine which event they will registered to)
They have the correct Ticket Type Id in their record (to determine which ticket type to assign to them)

But before creating the flow, a couple of steps must be done to make the flow work.

Note: Only 1 attendee (ticket) will be in an order. If they buy multiple tickets, these will appear in separate orders in Accelevents.

PART 1: Create Custom Fields

In this part of the setup, you will create 2 fields: the API Key and Ticket Type Id fields. These fields are essential because the information inputted in those fields will trigger the import. The API Key will determine to which event the attendee must be registered and the Ticket Type ID will determine which ticket to assign to the attendee.

Note: The field name and api name must be exactly as indicated in this documentation for the integration to work.

Login to your Marketo account, go to Admin > Field Management, then click New Custom Field.
Create 2 new custom fields for API Key and Ticket Type Id

Custom Field 1 - API Key:
- Object: Person
- Type: String
- Name: API Key
- API Name: this will automatically populate once you add a name
Custom Field 2 - Ticket Type Id:
- Object: Person
- Type: Integer
- Name: Ticket Type Id
- API Name: this will automatically populate once you add a name

PART 2: Create a Webhook

In this part of the setup, you will be creating a webhook. Prepare the Marketo to Accelevents Public URL you copied earlier in the integration setup.

Go to Admin > Webhooks, then click New Webhook
Create a Webhook and ensure it contains the following values:
- URL: Paste the Marketo to Accelevents Public URL you copied in the previous step.
- Request type: POST
- Template: lead_id={{lead.Id}}&api_key={{lead.api_key}}&ticket_type_id={{lead.ticketTypeId}}
- Request Token Encoding: Form/Url
- Response type: JSON
- Click Create.

PART 3: Create a Program

The program event is automatically created when a registration is done in Accelevents after the integration is turned on. In the previous step, we asked you to do a test registration to trigger the creation of the program event. Check under Marketing Activities > Program_Events if the new program has been created with the same event name.

If you want to create the program manually, follow the steps below.

Go to Marketing Activities
Click the Program_Events folder
Click New
Click New Program
Enter the New Program details, then click Create.
- Campaign Folder: Program Events
- Name: enter the name of your event
- Program Type: Event
- Channel: Live Event
- AAA: Test
- Test tag: aa

PART 4: Create a Form

In this workflow, we want to collect registrations from a Marketo Form and when they register through the form, they will be added to a list in your program event.

Create a Form under Your Program Event
- Go to your program
- Click New > New Local Asset
- Select Form from the pop-up
- Enter a name (e.g. Event Form)
- Click Create
Add the Form Fields

Once you click Create, it will open a new tab where you can edit your form. You have to design a form with these mandatory fields:
- First Name
- Last Name
- Email Address
- Ticket Type Id
- API Key
If you want to add other fields then you can. Do not save it yet, you will need to get your API Key and Ticket Type Id then paste in it there.
Copy the API Key and Ticket Type Id from your Accelevents Admin Console
- Go to Settings > Integrations
- Enable Tray Integration
- Select the Ticket Type. This may take some time to load. If it does not load, move to another tab then go back to the Integrations tab.
- Copy both keys generated on the right side
  - API Key is the one on top
  - Ticket Type Id is the one below
Go back to your Marketo form editor page to paste in the Ticket Type Id and API Key
- Click the Ticket Type Id field
- Change the Field Type to Hidden
- Click Edit on Autofill
- Paste the Ticket Type ID in Default Value
- Click Save
- Do the same for API Key
- Click Finish, Approve and Close when you're done.
  
  The API Key and Ticket Type ID are added to the form so that when the attendee's record is created in Marketo, those fields will have those values. It's important that the values are in their record because this will determine and trigger to which event they will be registered and which ticket type to assign to them.

PART 5: Create a List

After an attendee registers through the form, we need to add them to a list. Go back to your Marketo account and create a new list.

Go to Marketing Activities
Look for the program you created
Click New > New Local Asset
Click List
Enter a name (e.g. Event List)
Click Create

PART 6: Create a Smart Campaign

The Smart Campaign is your workflow that will instruct Marketo to add registrants that signed up through the form as attendees in Accelevents.

Create a smart campaign for your program
- Click New > New Local Asset
- Click Smart Campaign
- Enter a name (e.g. Event SMart Campaign)
- Click Create
After creating the Smart Campaign, go to your Smart Campaign tab on the left side navigation
1. Smart List
  - Click Smart List
  - Drag Fills Out Form from the right side to the center
  - Select the form which you have created in the previous steps.
2. Flow
  - Click Flow
  - Drag Add to List and Call Webhook to the center
  - Select the List and the Webhook you previously created.
3. Schedule
  - Click Schedule
  - Click Edit under Smart Campaign Settings
  - Select every time in the pop-up
  - Click Save
  - Click Activate

That's it! You're done creating your workflow!

The next step is to test if you can import attendees from Marketo to Accelevents!

Test the Importing of Registrations from Marketo to Accelevents

Embed the Marketo form to your website
- Go to Marketing Activities
- Look for your event under Program_Events
- Click the arrow on your event then select Event Form
- Click Form Actions
- Click Embed Code
- Copy the code from the pop-up
- Paste the code to your website
Access your website, fill out the form and submit.
Check the Attendees > Orders tab in your Accelevents Admin Console. The new submission should appear there.
Check Event List > People in your program in Marketo. The new submission should appear there.

Learn About the Default Record Creation and Updating Rules

Edit the Marketo Integration

If you want to edit the existing integration, click Edit from the integrations page, and it will take you back to the step where it asks you to click "New Authentication" (step 3).

Disconnect the Marketo Integration

If you want to uninstall the integration, click the red Disable button, then click the 3 dot menu in the Marketo tile on the integrations page within Accelevents, then click Uninstall. Once it's disconnected, you can connect a Marketo account from scratch.

Configure the Integration to Import Event Data From Marketo