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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” with the following required fields:

1.    Lead ID
          a.    Data Type = link
          b.    Link Object = Person
          c.    Link Field = Id
          d.    Dedupe Field = YES
2.    Event ID
          a.    Data Type = string
          b.    Dedupe Field = YES
3.    Email
          a.    Data Type = string
          b.    Dedupe Field = YES

Below are some additional fields that are optional:

1.    Event User ID
2.    Engagement Score
3.    Live Minutes
4.    First Live Activity
5.    Archive Minutes
6.    Last Archive Activity
7.    Asked Questions
8.    Total Resources Viewed
9.    Answered Polls
10.    Answered Surveys

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) Status = Attended

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) Status = Attended On-demand

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.

Smart List
Has ON24 = true
On24eventid = nnnnnnn
(CO) Status = Registered

Flow
Change program member status to Webinar > No Show
 

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