Hubilo Marketo Integration FAQs

 

 

 

 

Integrating Marketo with Hubilo is a straightforward process, provided you have the essentials in place.

 

Here's a streamlined checklist for organizers to ensure a smooth integration:

1. Prerequisites

Before starting the integration process, organizers should ensure:

  • Hubilo: A webinar/event is created on Hubilo.
  • Marketo: A Program is created in Marketo (preferably of the 'Event' type).
  • Permissions: They have the necessary access rights for both platforms.

2. Connection Setup

  • Authenticate Integration: Use the Marketo API credentials to authenticate Hubilo with Marketo.
  • Link Marketo Program: Ensure a Marketo Program is linked to the corresponding Hubilo event/webinar.
    • Use the search and refresh features to locate and connect the correct Program.
    • Only one Program can be connected to a Hubilo event/webinar.
  • Disconnect & Reconnect: If needed, disconnect the current Program and connect a new one.

3. Field Mappings

  • Lead Field Mapping: Map Marketo Lead fields with Hubilo’s standard profile fields.
    • Email ID is mandatory and used for deduplication.
  • Program Member Field Mapping: Map custom fields in Marketo Program members with Hubilo custom profile fields.
    • Create custom fields in Hubilo before mapping.
    • Ensure field mappings are specific to the event and won't affect other events.
  • Group Segmentation: For non-webinar events, map attendee groups (e.g., VIP, early bird) using the Group ID in Marketo.

4. Custom Tokens

  • Create Tokens: In Marketo, create custom tokens (e.g., Event Name, Start Date).
  • Map Tokens: Link tokens with relevant Hubilo data fields.
    • Ensure the data type (text, date, etc.) matches between Hubilo fields and Marketo tokens.

5. Program Member Status Updates

  • Map Hubilo triggers with Marketo Program member statuses:
    • Registration → "Registered"
    • Attendee logs in → "Attended"
    • No login after event ends → "No-Show"
    • On-demand login → "Attended On-demand"
  • One-Way Progression: Marketo does not allow backward status updates, so plan progression logic carefully.

6. Custom Activities for Attendee Engagement

  • Create Custom Activities: Allocate space in Marketo for at least three custom activities:
    • Event registration updates
    • Attendee engagement data (e.g., Q&A, surveys, polls)
    • Lead score and engagement summary
  • Enable Specific Activities: Choose relevant Hubilo activities under each custom activity for sync.

7. Exporting Magic Links to Marketo

  • Enable Magic Link Sync: Automatically export Hubilo’s 1-click login links to Marketo's "Webinar URL" field.
  • Use magic links in personalized email templates for better engagement.

8. Hubilo Invite Emails

  • Enable Hubilo’s invite emails with auto-calendar blocks for registrants.
    • This improves attendance rates by making it easy for participants to add the event to their calendar.

9. Syncing Data

  • Turn On Data Sync: Enable sync before registrations begin to avoid delays in data transfer.
  • Monitor Sync: Check for any sync errors (e.g., mismatched field types) and resolve them promptly.

10. Event-Specific Best Practices

  • Testing: Run a test event or webinar to verify the integration.
  • Marketo Limits: Be aware of account-level restrictions in Marketo, such as the maximum number of custom activities allowed.
  • Post-Event Actions: Ensure no-logged attendees are marked as "No-Show" and update attendee data (e.g., surveys, lead scores) promptly.

By following these considerations, organizers can ensure their Marketo-Hubilo integration works seamlessly to automate attendee data flow, enhance engagement, and provide actionable insights for marketing and follow-ups.