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Marketo Custom Object Setup

Create Custom Objects in Marketo to hold ON24 Webinar Data.

Creating Custom Objects

Custom Objects can be created in Marketo to hold ON24 webinar data. Using the Tibco Scribe ON24 Integration platform, ON24 can setup an automated service to push attendee data to these Custom Object records that are linked to People in Marketo. Smart campaigns and smart lists can trigger off of these records using the data from ON24 Data.

 

Create Webhook to Push Marketo LeadID to ON24

URL: 

https://event.on24.com/utilApp/r

Payload Template:

eventid={{my.eventid}}&key={{my.key}}&ext_event_user_cd={{lead.ID}}&email={{lead.Email Address}}&firstname={{lead.First Name}}&lastname={{lead.Last Name}}&company={{company.Company Name}}&job_title={{lead.Job Title}}

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The native Marketo ON24 Adapter service only pushes first name, last name, company, job title and email to ON24. With the webhook you can push over any other Registrant data from ON24 Data in addition to lead ID.

 

Add My Tokens to Program

Token Names:

eventid
key

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NOTE: The eventid and key are unique per webinar and are pulled from the audience URL https://event.on24.com/wcc/r/eventid/key. These unique values per webinar need to be added to each program.

Example: https://event.on24.com/wcc/r/1957281/FF0419617DEEF3F2BAF7A07717F56C86

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Call Webhook in Smart Campaign

Add the Call Webhook to the Flow in the existing smart campaign after the “Registered” status. See below for an example of the webhook “Seamless Post” which pulls the My Tokens to post the lead ID (and any other fields) to ON24.

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The webhook will take the eventid and key from the program level My Tokens, and also grab the person’s lead ID to post data to ON24.

If you are using the Marketo ON24 Adapter service, the service will post the data to ON24 and create the registrant while the webhook updates the record with the lead ID (and any other Registrant fields yo add to the payload).

If you are not using the Marketo ON24 Adapter service, the webhook would create the registrant in ON24 and you would need to use the custom object records to update program member statuses.

 

Create New Custom Object

Create a new custom object called “ON24 Attendee”. 

Verify that the API Name value is oN24Attendee_c. It must match exactly, including the case.

2(2).jfif

The custom object can include the following fields. Only the first 3 fields are mandatory:

Name Description Required Dedupe Field Link Object Data Type Size
personid Marketo leadId Yes Yes Id link Up to 10 digits
eventid ON24 unique event identifier Yes Yes   Integer Up to 10 digits
eventuserid ON24-generated unique identified for a particular registrant. Anyone who registers successfully gets a new eventuserid. Yes Yes   Integer Up to 10 digits
email The email address for this attendee. No No   email 1000 characters
answeredpolls The number of polls the user responded to No No   Integer  
answeredsurveys The number of surveys the user responded to No No   Integer  
archiveminutes The total number of minutes this user attended the archived portion of this event. Multiple console launches are aggregated into a single number.  No No   Integer  
archiveviewed The number of times the attendee launched the event console during the archive period of the event. No No   Integer  
askedquestions The number of questions the user asked No No   Integer  
attendedarchive Y or N, whether this attendee viewed the archived portion of this event.  No No   String 1 character
attendedlive Y or N, whether this attendee viewed the live event. No No   String 1 character
eventtitle The main tagline or title for the event. Typically under 100 characters. No No   String 255 characters
firstarchiveactivity The date/time this attendee first opened the event console during the archived event.  e.g., Mon, 30 Mar 2009 12:27 PDT No No   DateTime  
firstliveactivity The date/time this attendee first opened the event console during this live event. e.g., Mon, 30 Mar 2009 12:27 PDT  No No   DateTime  
lastarchiveactivity The date/time this attendee was last known to have an open event console during the archived event. e.g., Mon, 30 Mar 2009 12:27 PDT No No   DateTime  
lastliveactivity The date/time this attendee was last known to have an open event console during this live event. e.g., Mon, 30 Mar 2009 12:27 PDT  No No   DateTime  
liveminutes The total number of minutes this user attended the live event. Multiple console launches are aggregated into a single number. No No   Integer  
engagementscore This is a number between 0 and 10.0 measuring how engaged a user was based on activity during the webcast. No No   Float  
userquestionsandanswers This tag lists the questions asked by the user and answers from presenters No No   text 3600 characters
poll1question Client-determined poll question asked to the audience. No No   text 3600 characters
poll1answer User-submitted answer to the poll. No No   text 1500 characters
poll2question Client-determined poll question asked to the audience. No No   text 3600 characters
poll2answer User-submitted answer to the poll. No No   text 1500 characters
poll3question Client-determined poll question asked to the audience. No No   text 3600 characters
poll3answer User-submitted answer to the poll. No No   text 1500 characters
poll4question Client-determined poll question asked to the audience. No No   text 3600 characters
poll4answer User-submitted answer to the poll. No No   text 1500 characters
poll5question Client-determined poll question asked to the audience. No No   text 3600 characters
poll5answer User-submitted answer to the poll. No No   text 1500 characters
resource1viewed Name of 1st resource viewed in the Resource Widget No No   text 1000 characters
resource2viewed Name of 2nd resource viewed in the Resource Widget No No   text 1000 characters
resource3viewed Name of 3rd resource viewed in the Resource Widget No No   text 1000 characters
resource4viewed Name of 4th resource viewed in the Resource Widget No No   text 1000 characters
resource5viewed Name of 5th resource viewed in the Resource Widget No No   text 1000 characters
survey1question Client-determined survey question asked to the audience. No No   text 3600 characters
survey1answer User-submitted answer to the survey question. No No   text 1500 characters
survey2question Client-determined survey question asked to the audience. No No   text 3600 characters
survey2answer User-submitted answer to the survey question. No No   text 1500 characters
survey3question Client-determined survey question asked to the audience. No No   text 3600 characters
survey3answer User-submitted answer to the survey question. No No   text 1500 characters
survey4question Client-determined survey question asked to the audience. No No   text 3600 characters
survey4answer User-submitted answer to the survey question. No No   text 1500 characters
survey5question Client-determined survey question asked to the audience. No No   text 3600 characters
survey5answer User-submitted answer to the survey question. No No   text 1500 characters
totalresourcesviewed Total number or resources viewed from the Resource Widget No No   Integer  
userprofileurl A unique webpage that displays  lifetime activity of an ON24 webinar/video attendee, including their engagement score, total viewing time, resources downloaded, and questions asked. Information is collected from webinars, videos, and documents. No No   String  
certificationcredit NR or hours specified in Credit for Completion in certification widget No No   String  
testwidgetresult Did not attempt, Passed, Failed No No   String  

To create the custom fields related to the custom object see: https://docs.marketo.com/display/public/DOCS/Add+Marketo+Custom+Object+Fields

To create the Link Field “personid”: https://docs.marketo.com/display/public/DOCS/Add+Marketo+Custom+Object+Link+Fields

The custom object fields are valuable if they can trigger a smart campaign or derive a smart list. Any of the ON24 Data Attendee data that includes numbers, dates, Y/N responses, or a set list or responses work best.

Example of Using Custom Objects with Smart Campaigns - Changing Program Member Statuses

If you are NOT using the Marketo Adapter, you’ll want to create smart campaigns that will update the program member statuses to “Attended”, “Attended On-demand” and “No Show”. The below is an outline of how to set these up using the custom object (CO) status.

SMART CAMPAIGN - ATTENDED
You’ll also likely want a smart campaign that will look for their attendee status after the event has been completed. Your smart list will be Has ON24 = true, with a constraint for the eventid. It will look for the status of Attended and change the program member status to Webinar > Attended.  It is good practice to wait for at least two hours after the end of a live event before running this campaign.

Smart List
Has ON24 = true
On24eventid = nnnnnnn
(CO) attendedlive = Y

Flow
Change program member status to Webinar > Attended

SMART CAMPAIGN - ATTENDED ON-DEMAND
Set this campaign up just as you did for “Attended” above, but instead look for the status “Attended On-Demand” and change the program member status to Webinar > Attended On-Demand.  People can continue to attend on-demand for as long as the archive is available, so you’ll likely want to run this campaign as a batch that runs nightly.

Smart List
Has ON24 = true
On24eventid = nnnnnnn
(CO) attendedarchive = Y

Flow
Change program member status to Webinar > Attended On-demand


SMART CAMPAIGN – NO SHOW
Set this campaign up just as you did for Attended On-demand above, but instead look for the status Registered and change their program member status to Webinar > No Show.  You’ll want to run this campaign one time as a batch run the night of the event after the ATTENDED and ATTENDED ON-DEMAND Smart Campaign batch runs have taken place.
 

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