[On-demand] Learn from your peers | Revolutionizing Your Webinar Experience: Discover the Impact of Interactive Webinars

[achiu]

Last updated date: May 9th, 2025

Hi Marketo Engage Community,

Webinars have evolved—have yours? Adobe Marketo Engage Champion Maria Cruz (@Maria_Cruz1) has leveraged Interactive Webinars at MRM, a global direct and digital marketing agency, to boost participation, capture better insights, and seamlessly integrate webinar data into her marketing strategy. Watch the webinar on-demand to learn how to make every webinar count with Interactive Webinars. 

Watch this webinar to learn about: 

• Elevating your Interactive Webinars set up to the next level —from registration to post-event follow-up with features such as Tokenization, Smart List Filters, and Triggers. 
• Transforming engagement into action by integrating webinar data such as poll responses, Q&A insights, and attendee behaviors into your CRM or marketing automation platform to trigger personalized follow-ups and nurture streams.
• Maria’s real-world story in adopting Interactive Webinars at her organization, and her best tips and tricks on engagement analytics, automated follow-ups, and content personalization to maximize conversion rates.

Webinar Details

• Length: 30 minutes presentation + 15 minutes Q&A
• Experience Level: Intermediate (At least 3 months of experience using Marketo Engage)
• Roles: Marketing Practitioners, Administrators, Marketing Operations

Watch on-demand

Download the slides

Got Questions?

Comment to post your answers and join Maria and other peers for an engaging discussion.  We've worked with Maria and the Adobe team to answer remaining questions asked during the live webinars below. 

Question	Answer
Where does Poll and survey data live in Marketo? Is that against the person or the program object or somewhere else?  How do you set that up?	Poll and survey data both live on the person record in their activity log, it is captured within the context of the Interactive Webinar program not on the program object itself. To set it up, you can simply add Poll Pods in the webinar layout using the Interactive Webinar Editor. Responses are automatically tracked per attendee, and you can use Smart Campaigns with the Responded to Poll trigger to personalize follow-up, scoring, or segmentation no custom fields required.
How do you handle on-demand webinar promotion? Do   you download the recording and post to a video platform to reuse? Or can you reuse the webinar recording directly in Marketo	With Interactive Webinars, you can reuse the recording natively in Marketo Engage that means no downloads or rehosting needed. The webinar automatically becomes an on-demand experience, keeping engagement features like polls and CTAs active if desired. If you prefer to host the recording somewhere else you can embed the video on a Marketo Engage landing page and still track engagement. Either way, it’s easy to extend the life of your content and continue capturing valuable insights.
You may get into this later, but are resource link clicks another trackable action that we can base follow-up on?	Yes, resource link clicks are fully trackable within Interactive Webinars and are logged in the person’s activity history. You can use “Clicked on a Link” or “Clicks on a Link” as a trigger or filter in Smart Campaigns to drive personalized follow-up, add leads to nurture streams, or alert Sales based on content interest. It’s a powerful way to turn in webinar engagement into actionable next steps and no extra setup required.
Is all this data stored in a custom Marketo object?  Can it be stored in our connected CRM? (SFDC)	No, poll and engagement data isn’t stored in a custom object, it’s logged in the person’s activity log in Marketo Engage. To store it in Salesforce, you’ll need to create custom fields, use Smart Campaigns to populate them based on engagement, and sync them to your CRM.
Are non Marketo users able to host webinars?	Yes, users who are not users in your Marketo Engage instance can be added to the Interactive Webinar room and host the webinar as well.
How much time does it take to set up all these emails based on various poll responses? I fear that may be a barrier for my team to do this for every webinar for multiple poll responses.	I completely understand but the good news is, once you set it up once, it’s very repeatable. Setting up follow-up emails based on poll responses in Marketo Engage takes a few hours upfront for the first webinar, mainly to build your Smart Campaigns, emails, and logic paths. But once that structure is in place, you can clone the program, swap in new poll responses and content, and go live much faster. You don’t need to over-customize for every single poll, even just 2–3 tailored follow-up paths based on key responses can drive much better engagement without overwhelming your team. You can leverage tokens, email modules, and a flexible program template to keep things scalable.
Would you recommend using poll questions for triggering nurtures even if you don't currently use lead scoring?	Yes, definitely. Even if you don’t have a lead scoring model in place, poll responses are valuable intent signals that you can use to trigger personalized nurture paths. They give you real-time insight into what topics resonate, which means you can immediately follow up with relevant content, increasing engagement and moving leads forward, even without assigning a score. Think of poll responses as behavioral filters. You don’t need scoring to take action you just need smart segmentation.
What is the data retention policy for interactive webinar data? How long is interactive webinar activity data available in Marketo?	Interactive Webinars data follows the same Marketo Data Retention policy that exsits today. Learn more about the Marketo Data Retention policy here: https://nation.marketo.com/t5/knowledgebase/marketo-activities-data-retention-policy/ta-p/251480
Do you offer post-webinar reporting that includes attendee names and polling answers?	Yes, Marketo Engage Interactive Webinars does provide post-webinar reporting with attendee names and their poll responses. You’ll get access to detailed engagement data like who attended, how long they stayed, what they clicked, and how they answered polls. It’s all available in the Engagement Dashboard and can be exported for Sales or follow-up planning.
also, what about making presenters hosts? Last time I was both and that was tricky	A host has all the same capabilities as a presenter, so no need to move a host ot presenter. If you need to move a presenter to a host (to design/drive the webinar), you just need to drag and drop them in the attendees pod.
We run paid webinars - do these webinars have any payment integration?	This is not available today.
is there a Marketo integration with Ms Teams webinars? I believe there are platforms but haven't seen a preferred one from Adobe.	No integration with Microsoft Teams. What would the use case be for this if using Interactive Webinars? We do have launchpoint partners if you'd like to use a 3rd party webinar vendor, but Teams is not one.
Have you had any successes with semi live/ prerecorded webinars, and how have you kept up engagement?	Yes, we’ve seen strong results using semi-live or pre-recorded webinars with Interactive Webinars in Marketo Engage. We keep the experience engaging by pairing the recording with live chat or Q&A, launching polls in real time, and using the interactive pods (like CTAs and resources) just as we would in a live session. This creates the feel of a live event while giving us more control over the content. As a bonus, all of the engagement clicks, poll responses, and chat data is still tracked and can trigger follow-up or scoring, just like a traditional live webinar. It’s a great option when you want scale and consistency without losing interactivity.
Is there anyway to hide the question pod from the webinar recording? We'd like to use the recording for another webinar as pre-recorded but the question pod gets in the way. Thanks.	If the Q&A pod is present on the layout, it will be present on the recording/on-demand version. A workaround would be to not use the Q&A pod, and instead enable the Chat Panel, which is not in the recording. Alternatively, you could choose to not answer any of the Q&A publicly which would leave a blank Q&A pod in the recording.
Do you have any recommendations on scaling globally with a small MOPs team but global org that host/presents webinars(sometimes in local language)?	Scaling globally with a small MOPs team is definitely doable with the right setup. You can use a global webinar template in Marketo Engage with tokenized content, built-in Smart Campaigns, and placeholders for polls, CTAs, and resources. It’s easy to clone and localize for each region without starting from scratch. For language or region-specific content, you can use My.Tokens and snippets to handle translations and presenter details. The layout stays consistent and just swap in regionally relevant polls and assets. You can also automate lead routing and alerts by region and work closely with Field Marketing to manage localization, while our team handles execution. It keeps things scalable and repeatable without overloading the team.
Q: Do you offer post-webinar reporting that includes attendee names and polling answers?	Yes, Marketo Engage Interactive Webinars do offer detailed post-webinar reporting. You’ll get attendee names, engagement metrics, and poll responses. They are all accessible through the Engagement Dashboard. It’s a great way to fuel targeted follow-up and Sales insights, and reports can be downloaded for easy sharing.
Can you upload a pre recorded webinar to Interactive webinar, but it will present as a live webinar with polling questions and someone on live to answer Q&A.	Yes, you can upload a pre-recorded webinar to a Share pod. You would have Q&A and Polls on the live webinar for the moderator to answer as received. The Mp4 would be uploaded to the Share Pod.
Can you attend interactive webinars from mobile? Is there a different view of the webinar when attending from mobile?	Yes the Adobe Connect interface is the same but it's more condensed. There is also the option to download the app.

[achiu]

Webinars have evolved—have yours? Adobe Marketo Engage Champion Maria Cruz (@Maria_Cruz1) has leveraged Interactive Webinars at MRM, a global direct and digital marketing agency, to boost participation, capture better insights, and seamlessly integrate webinar data into her marketing strategy. Watch the webinar on-demand to learn how to make every webinar count with Interactive Webinars. 

Watch this webinar to learn about: 

• Elevating your Interactive Webinars set up to the next level —from registration to post-event follow-up with features such as Tokenization, Smart List Filters, and Triggers. 
• Transforming engagement into action by integrating webinar data such as poll responses, Q&A insights, and attendee behaviors into your CRM or marketing automation platform to trigger personalized follow-ups and nurture streams.
• Maria’s real-world story in adopting Interactive Webinars at her organization, and her best tips and tricks on engagement analytics, automated follow-ups, and content personalization to maximize conversion rates.

Webinar Details

• Length: 30 minutes presentation + 15 minutes Q&A
• Experience Level: Intermediate (At least 3 months of experience using Marketo Engage)
• Roles: Marketing Practitioners, Administrators, Marketing Operations

Watch on-demand

Download the slides

Got Questions?

Comment to post your answers and join Maria and other peers for an engaging discussion.  We've worked with Maria and the Adobe team to answer remaining questions asked during the live webinars below. 

Question	Answer
Where does Poll and survey data live in Marketo? Is that against the person or the program object or somewhere else?  How do you set that up?	Poll and survey data both live on the person record in their activity log, it is captured within the context of the Interactive Webinar program not on the program object itself. To set it up, you can simply add Poll Pods in the webinar layout using the Interactive Webinar Editor. Responses are automatically tracked per attendee, and you can use Smart Campaigns with the Responded to Poll trigger to personalize follow-up, scoring, or segmentation no custom fields required.
How do you handle on-demand webinar promotion? Do   you download the recording and post to a video platform to reuse? Or can you reuse the webinar recording directly in Marketo	With Interactive Webinars, you can reuse the recording natively in Marketo Engage that means no downloads or rehosting needed. The webinar automatically becomes an on-demand experience, keeping engagement features like polls and CTAs active if desired. If you prefer to host the recording somewhere else you can embed the video on a Marketo Engage landing page and still track engagement. Either way, it’s easy to extend the life of your content and continue capturing valuable insights.
You may get into this later, but are resource link clicks another trackable action that we can base follow-up on?	Yes, resource link clicks are fully trackable within Interactive Webinars and are logged in the person’s activity history. You can use “Clicked on a Link” or “Clicks on a Link” as a trigger or filter in Smart Campaigns to drive personalized follow-up, add leads to nurture streams, or alert Sales based on content interest. It’s a powerful way to turn in webinar engagement into actionable next steps and no extra setup required.
Is all this data stored in a custom Marketo object?  Can it be stored in our connected CRM? (SFDC)	No, poll and engagement data isn’t stored in a custom object, it’s logged in the person’s activity log in Marketo Engage. To store it in Salesforce, you’ll need to create custom fields, use Smart Campaigns to populate them based on engagement, and sync them to your CRM.
Are non Marketo users able to host webinars?	Yes, users who are not users in your Marketo Engage instance can be added to the Interactive Webinar room and host the webinar as well.
How much time does it take to set up all these emails based on various poll responses? I fear that may be a barrier for my team to do this for every webinar for multiple poll responses.	I completely understand but the good news is, once you set it up once, it’s very repeatable. Setting up follow-up emails based on poll responses in Marketo Engage takes a few hours upfront for the first webinar, mainly to build your Smart Campaigns, emails, and logic paths. But once that structure is in place, you can clone the program, swap in new poll responses and content, and go live much faster. You don’t need to over-customize for every single poll, even just 2–3 tailored follow-up paths based on key responses can drive much better engagement without overwhelming your team. You can leverage tokens, email modules, and a flexible program template to keep things scalable.
Would you recommend using poll questions for triggering nurtures even if you don't currently use lead scoring?	Yes, definitely. Even if you don’t have a lead scoring model in place, poll responses are valuable intent signals that you can use to trigger personalized nurture paths. They give you real-time insight into what topics resonate, which means you can immediately follow up with relevant content, increasing engagement and moving leads forward, even without assigning a score. Think of poll responses as behavioral filters. You don’t need scoring to take action you just need smart segmentation.
What is the data retention policy for interactive webinar data? How long is interactive webinar activity data available in Marketo?	Interactive Webinars data follows the same Marketo Data Retention policy that exsits today. Learn more about the Marketo Data Retention policy here: https://nation.marketo.com/t5/knowledgebase/marketo-activities-data-retention-policy/ta-p/251480
Do you offer post-webinar reporting that includes attendee names and polling answers?	Yes, Marketo Engage Interactive Webinars does provide post-webinar reporting with attendee names and their poll responses. You’ll get access to detailed engagement data like who attended, how long they stayed, what they clicked, and how they answered polls. It’s all available in the Engagement Dashboard and can be exported for Sales or follow-up planning.
also, what about making presenters hosts? Last time I was both and that was tricky	A host has all the same capabilities as a presenter, so no need to move a host ot presenter. If you need to move a presenter to a host (to design/drive the webinar), you just need to drag and drop them in the attendees pod.
We run paid webinars - do these webinars have any payment integration?	This is not available today.
is there a Marketo integration with Ms Teams webinars? I believe there are platforms but haven't seen a preferred one from Adobe.	No integration with Microsoft Teams. What would the use case be for this if using Interactive Webinars? We do have launchpoint partners if you'd like to use a 3rd party webinar vendor, but Teams is not one.
Have you had any successes with semi live/ prerecorded webinars, and how have you kept up engagement?	Yes, we’ve seen strong results using semi-live or pre-recorded webinars with Interactive Webinars in Marketo Engage. We keep the experience engaging by pairing the recording with live chat or Q&A, launching polls in real time, and using the interactive pods (like CTAs and resources) just as we would in a live session. This creates the feel of a live event while giving us more control over the content. As a bonus, all of the engagement clicks, poll responses, and chat data is still tracked and can trigger follow-up or scoring, just like a traditional live webinar. It’s a great option when you want scale and consistency without losing interactivity.
Is there anyway to hide the question pod from the webinar recording? We'd like to use the recording for another webinar as pre-recorded but the question pod gets in the way. Thanks.	If the Q&A pod is present on the layout, it will be present on the recording/on-demand version. A workaround would be to not use the Q&A pod, and instead enable the Chat Panel, which is not in the recording. Alternatively, you could choose to not answer any of the Q&A publicly which would leave a blank Q&A pod in the recording.
Do you have any recommendations on scaling globally with a small MOPs team but global org that host/presents webinars(sometimes in local language)?	Scaling globally with a small MOPs team is definitely doable with the right setup. You can use a global webinar template in Marketo Engage with tokenized content, built-in Smart Campaigns, and placeholders for polls, CTAs, and resources. It’s easy to clone and localize for each region without starting from scratch. For language or region-specific content, you can use My.Tokens and snippets to handle translations and presenter details. The layout stays consistent and just swap in regionally relevant polls and assets. You can also automate lead routing and alerts by region and work closely with Field Marketing to manage localization, while our team handles execution. It keeps things scalable and repeatable without overloading the team.
Q: Do you offer post-webinar reporting that includes attendee names and polling answers?	Yes, Marketo Engage Interactive Webinars do offer detailed post-webinar reporting. You’ll get attendee names, engagement metrics, and poll responses. They are all accessible through the Engagement Dashboard. It’s a great way to fuel targeted follow-up and Sales insights, and reports can be downloaded for easy sharing.
Can you upload a pre recorded webinar to Interactive webinar, but it will present as a live webinar with polling questions and someone on live to answer Q&A.	Yes, you can upload a pre-recorded webinar to a Share pod. You would have Q&A and Polls on the live webinar for the moderator to answer as received. The Mp4 would be uploaded to the Share Pod.
Can you attend interactive webinars from mobile? Is there a different view of the webinar when attending from mobile?	Yes the Adobe Connect interface is the same but it's more condensed. There is also the option to download the app.

[achiu]

Webinars have evolved—have yours? Adobe Marketo Engage Champion Maria Cruz (@Maria_Cruz1) has leveraged Interactive Webinars at MRM, a global direct and digital marketing agency, to boost participation, capture better insights, and seamlessly integrate webinar data into her marketing strategy. Watch the webinar on-demand to learn how to make every webinar count with Interactive Webinars. 

Watch this webinar to learn about: 

• Elevating your Interactive Webinars set up to the next level —from registration to post-event follow-up with features such as Tokenization, Smart List Filters, and Triggers. 
• Transforming engagement into action by integrating webinar data such as poll responses, Q&A insights, and attendee behaviors into your CRM or marketing automation platform to trigger personalized follow-ups and nurture streams.
• Maria’s real-world story in adopting Interactive Webinars at her organization, and her best tips and tricks on engagement analytics, automated follow-ups, and content personalization to maximize conversion rates.

Webinar Details

• Length: 30 minutes presentation + 15 minutes Q&A
• Experience Level: Intermediate (At least 3 months of experience using Marketo Engage)
• Roles: Marketing Practitioners, Administrators, Marketing Operations

Watch on-demand

Download the slides

Got Questions?

Comment to post your answers and join Maria and other peers for an engaging discussion.  We've worked with Maria and the Adobe team to answer remaining questions asked during the live webinars below. 

Question	Answer
Where does Poll and survey data live in Marketo? Is that against the person or the program object or somewhere else?  How do you set that up?	Poll and survey data both live on the person record in their activity log, it is captured within the context of the Interactive Webinar program not on the program object itself. To set it up, you can simply add Poll Pods in the webinar layout using the Interactive Webinar Editor. Responses are automatically tracked per attendee, and you can use Smart Campaigns with the Responded to Poll trigger to personalize follow-up, scoring, or segmentation no custom fields required.
How do you handle on-demand webinar promotion? Do   you download the recording and post to a video platform to reuse? Or can you reuse the webinar recording directly in Marketo	With Interactive Webinars, you can reuse the recording natively in Marketo Engage that means no downloads or rehosting needed. The webinar automatically becomes an on-demand experience, keeping engagement features like polls and CTAs active if desired. If you prefer to host the recording somewhere else you can embed the video on a Marketo Engage landing page and still track engagement. Either way, it’s easy to extend the life of your content and continue capturing valuable insights.
You may get into this later, but are resource link clicks another trackable action that we can base follow-up on?	Yes, resource link clicks are fully trackable within Interactive Webinars and are logged in the person’s activity history. You can use “Clicked on a Link” or “Clicks on a Link” as a trigger or filter in Smart Campaigns to drive personalized follow-up, add leads to nurture streams, or alert Sales based on content interest. It’s a powerful way to turn in webinar engagement into actionable next steps and no extra setup required.
Is all this data stored in a custom Marketo object?  Can it be stored in our connected CRM? (SFDC)	No, poll and engagement data isn’t stored in a custom object, it’s logged in the person’s activity log in Marketo Engage. To store it in Salesforce, you’ll need to create custom fields, use Smart Campaigns to populate them based on engagement, and sync them to your CRM.
Are non Marketo users able to host webinars?	Yes, users who are not users in your Marketo Engage instance can be added to the Interactive Webinar room and host the webinar as well.
How much time does it take to set up all these emails based on various poll responses? I fear that may be a barrier for my team to do this for every webinar for multiple poll responses.	I completely understand but the good news is, once you set it up once, it’s very repeatable. Setting up follow-up emails based on poll responses in Marketo Engage takes a few hours upfront for the first webinar, mainly to build your Smart Campaigns, emails, and logic paths. But once that structure is in place, you can clone the program, swap in new poll responses and content, and go live much faster. You don’t need to over-customize for every single poll, even just 2–3 tailored follow-up paths based on key responses can drive much better engagement without overwhelming your team. You can leverage tokens, email modules, and a flexible program template to keep things scalable.
Would you recommend using poll questions for triggering nurtures even if you don't currently use lead scoring?	Yes, definitely. Even if you don’t have a lead scoring model in place, poll responses are valuable intent signals that you can use to trigger personalized nurture paths. They give you real-time insight into what topics resonate, which means you can immediately follow up with relevant content, increasing engagement and moving leads forward, even without assigning a score. Think of poll responses as behavioral filters. You don’t need scoring to take action you just need smart segmentation.
What is the data retention policy for interactive webinar data? How long is interactive webinar activity data available in Marketo?	Interactive Webinars data follows the same Marketo Data Retention policy that exsits today. Learn more about the Marketo Data Retention policy here: https://nation.marketo.com/t5/knowledgebase/marketo-activities-data-retention-policy/ta-p/251480
Do you offer post-webinar reporting that includes attendee names and polling answers?	Yes, Marketo Engage Interactive Webinars does provide post-webinar reporting with attendee names and their poll responses. You’ll get access to detailed engagement data like who attended, how long they stayed, what they clicked, and how they answered polls. It’s all available in the Engagement Dashboard and can be exported for Sales or follow-up planning.
also, what about making presenters hosts? Last time I was both and that was tricky	A host has all the same capabilities as a presenter, so no need to move a host ot presenter. If you need to move a presenter to a host (to design/drive the webinar), you just need to drag and drop them in the attendees pod.
We run paid webinars - do these webinars have any payment integration?	This is not available today.
is there a Marketo integration with Ms Teams webinars? I believe there are platforms but haven't seen a preferred one from Adobe.	No integration with Microsoft Teams. What would the use case be for this if using Interactive Webinars? We do have launchpoint partners if you'd like to use a 3rd party webinar vendor, but Teams is not one.
Have you had any successes with semi live/ prerecorded webinars, and how have you kept up engagement?	Yes, we’ve seen strong results using semi-live or pre-recorded webinars with Interactive Webinars in Marketo Engage. We keep the experience engaging by pairing the recording with live chat or Q&A, launching polls in real time, and using the interactive pods (like CTAs and resources) just as we would in a live session. This creates the feel of a live event while giving us more control over the content. As a bonus, all of the engagement clicks, poll responses, and chat data is still tracked and can trigger follow-up or scoring, just like a traditional live webinar. It’s a great option when you want scale and consistency without losing interactivity.
Is there anyway to hide the question pod from the webinar recording? We'd like to use the recording for another webinar as pre-recorded but the question pod gets in the way. Thanks.	If the Q&A pod is present on the layout, it will be present on the recording/on-demand version. A workaround would be to not use the Q&A pod, and instead enable the Chat Panel, which is not in the recording. Alternatively, you could choose to not answer any of the Q&A publicly which would leave a blank Q&A pod in the recording.
Do you have any recommendations on scaling globally with a small MOPs team but global org that host/presents webinars(sometimes in local language)?	Scaling globally with a small MOPs team is definitely doable with the right setup. You can use a global webinar template in Marketo Engage with tokenized content, built-in Smart Campaigns, and placeholders for polls, CTAs, and resources. It’s easy to clone and localize for each region without starting from scratch. For language or region-specific content, you can use My.Tokens and snippets to handle translations and presenter details. The layout stays consistent and just swap in regionally relevant polls and assets. You can also automate lead routing and alerts by region and work closely with Field Marketing to manage localization, while our team handles execution. It keeps things scalable and repeatable without overloading the team.
Q: Do you offer post-webinar reporting that includes attendee names and polling answers?	Yes, Marketo Engage Interactive Webinars do offer detailed post-webinar reporting. You’ll get attendee names, engagement metrics, and poll responses. They are all accessible through the Engagement Dashboard. It’s a great way to fuel targeted follow-up and Sales insights, and reports can be downloaded for easy sharing.
Can you upload a pre recorded webinar to Interactive webinar, but it will present as a live webinar with polling questions and someone on live to answer Q&A.	Yes, you can upload a pre-recorded webinar to a Share pod. You would have Q&A and Polls on the live webinar for the moderator to answer as received. The Mp4 would be uploaded to the Share Pod.
Can you attend interactive webinars from mobile? Is there a different view of the webinar when attending from mobile?	Yes the Adobe Connect interface is the same but it's more condensed. There is also the option to download the app.

[achiu]

Webinars have evolved—have yours? Adobe Marketo Engage Champion Maria Cruz (@Maria_Cruz1) has leveraged Interactive Webinars at MRM, a global direct and digital marketing agency, to boost participation, capture better insights, and seamlessly integrate webinar data into her marketing strategy. Watch the webinar on-demand to learn how to make every webinar count with Interactive Webinars. 

Watch this webinar to learn about: 

• Elevating your Interactive Webinars set up to the next level —from registration to post-event follow-up with features such as Tokenization, Smart List Filters, and Triggers. 
• Transforming engagement into action by integrating webinar data such as poll responses, Q&A insights, and attendee behaviors into your CRM or marketing automation platform to trigger personalized follow-ups and nurture streams.
• Maria’s real-world story in adopting Interactive Webinars at her organization, and her best tips and tricks on engagement analytics, automated follow-ups, and content personalization to maximize conversion rates.

Webinar Details

• Length: 30 minutes presentation + 15 minutes Q&A
• Experience Level: Intermediate (At least 3 months of experience using Marketo Engage)
• Roles: Marketing Practitioners, Administrators, Marketing Operations

Watch on-demand

Download the slides

Got Questions?

Comment to post your answers and join Maria and other peers for an engaging discussion.  We've worked with Maria and the Adobe team to answer remaining questions asked during the live webinars below. 

Question	Answer
Where does Poll and survey data live in Marketo? Is that against the person or the program object or somewhere else?  How do you set that up?	Poll and survey data both live on the person record in their activity log, it is captured within the context of the Interactive Webinar program not on the program object itself. To set it up, you can simply add Poll Pods in the webinar layout using the Interactive Webinar Editor. Responses are automatically tracked per attendee, and you can use Smart Campaigns with the Responded to Poll trigger to personalize follow-up, scoring, or segmentation no custom fields required.
How do you handle on-demand webinar promotion? Do   you download the recording and post to a video platform to reuse? Or can you reuse the webinar recording directly in Marketo	With Interactive Webinars, you can reuse the recording natively in Marketo Engage that means no downloads or rehosting needed. The webinar automatically becomes an on-demand experience, keeping engagement features like polls and CTAs active if desired. If you prefer to host the recording somewhere else you can embed the video on a Marketo Engage landing page and still track engagement. Either way, it’s easy to extend the life of your content and continue capturing valuable insights.
You may get into this later, but are resource link clicks another trackable action that we can base follow-up on?	Yes, resource link clicks are fully trackable within Interactive Webinars and are logged in the person’s activity history. You can use “Clicked on a Link” or “Clicks on a Link” as a trigger or filter in Smart Campaigns to drive personalized follow-up, add leads to nurture streams, or alert Sales based on content interest. It’s a powerful way to turn in webinar engagement into actionable next steps and no extra setup required.
Is all this data stored in a custom Marketo object?  Can it be stored in our connected CRM? (SFDC)	No, poll and engagement data isn’t stored in a custom object, it’s logged in the person’s activity log in Marketo Engage. To store it in Salesforce, you’ll need to create custom fields, use Smart Campaigns to populate them based on engagement, and sync them to your CRM.
Are non Marketo users able to host webinars?	Yes, users who are not users in your Marketo Engage instance can be added to the Interactive Webinar room and host the webinar as well.
How much time does it take to set up all these emails based on various poll responses? I fear that may be a barrier for my team to do this for every webinar for multiple poll responses.	I completely understand but the good news is, once you set it up once, it’s very repeatable. Setting up follow-up emails based on poll responses in Marketo Engage takes a few hours upfront for the first webinar, mainly to build your Smart Campaigns, emails, and logic paths. But once that structure is in place, you can clone the program, swap in new poll responses and content, and go live much faster. You don’t need to over-customize for every single poll, even just 2–3 tailored follow-up paths based on key responses can drive much better engagement without overwhelming your team. You can leverage tokens, email modules, and a flexible program template to keep things scalable.
Would you recommend using poll questions for triggering nurtures even if you don't currently use lead scoring?	Yes, definitely. Even if you don’t have a lead scoring model in place, poll responses are valuable intent signals that you can use to trigger personalized nurture paths. They give you real-time insight into what topics resonate, which means you can immediately follow up with relevant content, increasing engagement and moving leads forward, even without assigning a score. Think of poll responses as behavioral filters. You don’t need scoring to take action you just need smart segmentation.
What is the data retention policy for interactive webinar data? How long is interactive webinar activity data available in Marketo?	Interactive Webinars data follows the same Marketo Data Retention policy that exsits today. Learn more about the Marketo Data Retention policy here: https://nation.marketo.com/t5/knowledgebase/marketo-activities-data-retention-policy/ta-p/251480
Do you offer post-webinar reporting that includes attendee names and polling answers?	Yes, Marketo Engage Interactive Webinars does provide post-webinar reporting with attendee names and their poll responses. You’ll get access to detailed engagement data like who attended, how long they stayed, what they clicked, and how they answered polls. It’s all available in the Engagement Dashboard and can be exported for Sales or follow-up planning.
also, what about making presenters hosts? Last time I was both and that was tricky	A host has all the same capabilities as a presenter, so no need to move a host ot presenter. If you need to move a presenter to a host (to design/drive the webinar), you just need to drag and drop them in the attendees pod.
We run paid webinars - do these webinars have any payment integration?	This is not available today.
is there a Marketo integration with Ms Teams webinars? I believe there are platforms but haven't seen a preferred one from Adobe.	No integration with Microsoft Teams. What would the use case be for this if using Interactive Webinars? We do have launchpoint partners if you'd like to use a 3rd party webinar vendor, but Teams is not one.
Have you had any successes with semi live/ prerecorded webinars, and how have you kept up engagement?	Yes, we’ve seen strong results using semi-live or pre-recorded webinars with Interactive Webinars in Marketo Engage. We keep the experience engaging by pairing the recording with live chat or Q&A, launching polls in real time, and using the interactive pods (like CTAs and resources) just as we would in a live session. This creates the feel of a live event while giving us more control over the content. As a bonus, all of the engagement clicks, poll responses, and chat data is still tracked and can trigger follow-up or scoring, just like a traditional live webinar. It’s a great option when you want scale and consistency without losing interactivity.
Is there anyway to hide the question pod from the webinar recording? We'd like to use the recording for another webinar as pre-recorded but the question pod gets in the way. Thanks.	If the Q&A pod is present on the layout, it will be present on the recording/on-demand version. A workaround would be to not use the Q&A pod, and instead enable the Chat Panel, which is not in the recording. Alternatively, you could choose to not answer any of the Q&A publicly which would leave a blank Q&A pod in the recording.
Do you have any recommendations on scaling globally with a small MOPs team but global org that host/presents webinars(sometimes in local language)?	Scaling globally with a small MOPs team is definitely doable with the right setup. You can use a global webinar template in Marketo Engage with tokenized content, built-in Smart Campaigns, and placeholders for polls, CTAs, and resources. It’s easy to clone and localize for each region without starting from scratch. For language or region-specific content, you can use My.Tokens and snippets to handle translations and presenter details. The layout stays consistent and just swap in regionally relevant polls and assets. You can also automate lead routing and alerts by region and work closely with Field Marketing to manage localization, while our team handles execution. It keeps things scalable and repeatable without overloading the team.
Q: Do you offer post-webinar reporting that includes attendee names and polling answers?	Yes, Marketo Engage Interactive Webinars do offer detailed post-webinar reporting. You’ll get attendee names, engagement metrics, and poll responses. They are all accessible through the Engagement Dashboard. It’s a great way to fuel targeted follow-up and Sales insights, and reports can be downloaded for easy sharing.
Can you upload a pre recorded webinar to Interactive webinar, but it will present as a live webinar with polling questions and someone on live to answer Q&A.	Yes, you can upload a pre-recorded webinar to a Share pod. You would have Q&A and Polls on the live webinar for the moderator to answer as received. The Mp4 would be uploaded to the Share Pod.
Can you attend interactive webinars from mobile? Is there a different view of the webinar when attending from mobile?	Yes the Adobe Connect interface is the same but it's more condensed. There is also the option to download the app.

[achiu]

Webinars have evolved—have yours? Adobe Marketo Engage Champion Maria Cruz (@Maria_Cruz1) has leveraged Interactive Webinars at MRM, a global direct and digital marketing agency, to boost participation, capture better insights, and seamlessly integrate webinar data into her marketing strategy. Watch the webinar on-demand to learn how to make every webinar count with Interactive Webinars. 

Watch this webinar to learn about: 

• Elevating your Interactive Webinars set up to the next level —from registration to post-event follow-up with features such as Tokenization, Smart List Filters, and Triggers. 
• Transforming engagement into action by integrating webinar data such as poll responses, Q&A insights, and attendee behaviors into your CRM or marketing automation platform to trigger personalized follow-ups and nurture streams.
• Maria’s real-world story in adopting Interactive Webinars at her organization, and her best tips and tricks on engagement analytics, automated follow-ups, and content personalization to maximize conversion rates.

Webinar Details

• Length: 30 minutes presentation + 15 minutes Q&A
• Experience Level: Intermediate (At least 3 months of experience using Marketo Engage)
• Roles: Marketing Practitioners, Administrators, Marketing Operations

Watch on-demand

Download the slides

Got Questions?

Comment to post your answers and join Maria and other peers for an engaging discussion.  We've worked with Maria and the Adobe team to answer remaining questions asked during the live webinars below. 

Question	Answer
Where does Poll and survey data live in Marketo? Is that against the person or the program object or somewhere else?  How do you set that up?	Poll and survey data both live on the person record in their activity log, it is captured within the context of the Interactive Webinar program not on the program object itself. To set it up, you can simply add Poll Pods in the webinar layout using the Interactive Webinar Editor. Responses are automatically tracked per attendee, and you can use Smart Campaigns with the Responded to Poll trigger to personalize follow-up, scoring, or segmentation no custom fields required.
How do you handle on-demand webinar promotion? Do   you download the recording and post to a video platform to reuse? Or can you reuse the webinar recording directly in Marketo	With Interactive Webinars, you can reuse the recording natively in Marketo Engage that means no downloads or rehosting needed. The webinar automatically becomes an on-demand experience, keeping engagement features like polls and CTAs active if desired. If you prefer to host the recording somewhere else you can embed the video on a Marketo Engage landing page and still track engagement. Either way, it’s easy to extend the life of your content and continue capturing valuable insights.
You may get into this later, but are resource link clicks another trackable action that we can base follow-up on?	Yes, resource link clicks are fully trackable within Interactive Webinars and are logged in the person’s activity history. You can use “Clicked on a Link” or “Clicks on a Link” as a trigger or filter in Smart Campaigns to drive personalized follow-up, add leads to nurture streams, or alert Sales based on content interest. It’s a powerful way to turn in webinar engagement into actionable next steps and no extra setup required.
Is all this data stored in a custom Marketo object?  Can it be stored in our connected CRM? (SFDC)	No, poll and engagement data isn’t stored in a custom object, it’s logged in the person’s activity log in Marketo Engage. To store it in Salesforce, you’ll need to create custom fields, use Smart Campaigns to populate them based on engagement, and sync them to your CRM.
Are non Marketo users able to host webinars?	Yes, users who are not users in your Marketo Engage instance can be added to the Interactive Webinar room and host the webinar as well.
How much time does it take to set up all these emails based on various poll responses? I fear that may be a barrier for my team to do this for every webinar for multiple poll responses.	I completely understand but the good news is, once you set it up once, it’s very repeatable. Setting up follow-up emails based on poll responses in Marketo Engage takes a few hours upfront for the first webinar, mainly to build your Smart Campaigns, emails, and logic paths. But once that structure is in place, you can clone the program, swap in new poll responses and content, and go live much faster. You don’t need to over-customize for every single poll, even just 2–3 tailored follow-up paths based on key responses can drive much better engagement without overwhelming your team. You can leverage tokens, email modules, and a flexible program template to keep things scalable.
Would you recommend using poll questions for triggering nurtures even if you don't currently use lead scoring?	Yes, definitely. Even if you don’t have a lead scoring model in place, poll responses are valuable intent signals that you can use to trigger personalized nurture paths. They give you real-time insight into what topics resonate, which means you can immediately follow up with relevant content, increasing engagement and moving leads forward, even without assigning a score. Think of poll responses as behavioral filters. You don’t need scoring to take action you just need smart segmentation.
What is the data retention policy for interactive webinar data? How long is interactive webinar activity data available in Marketo?	Interactive Webinars data follows the same Marketo Data Retention policy that exsits today. Learn more about the Marketo Data Retention policy here: https://nation.marketo.com/t5/knowledgebase/marketo-activities-data-retention-policy/ta-p/251480
Do you offer post-webinar reporting that includes attendee names and polling answers?	Yes, Marketo Engage Interactive Webinars does provide post-webinar reporting with attendee names and their poll responses. You’ll get access to detailed engagement data like who attended, how long they stayed, what they clicked, and how they answered polls. It’s all available in the Engagement Dashboard and can be exported for Sales or follow-up planning.
also, what about making presenters hosts? Last time I was both and that was tricky	A host has all the same capabilities as a presenter, so no need to move a host ot presenter. If you need to move a presenter to a host (to design/drive the webinar), you just need to drag and drop them in the attendees pod.
We run paid webinars - do these webinars have any payment integration?	This is not available today.
is there a Marketo integration with Ms Teams webinars? I believe there are platforms but haven't seen a preferred one from Adobe.	No integration with Microsoft Teams. What would the use case be for this if using Interactive Webinars? We do have launchpoint partners if you'd like to use a 3rd party webinar vendor, but Teams is not one.
Have you had any successes with semi live/ prerecorded webinars, and how have you kept up engagement?	Yes, we’ve seen strong results using semi-live or pre-recorded webinars with Interactive Webinars in Marketo Engage. We keep the experience engaging by pairing the recording with live chat or Q&A, launching polls in real time, and using the interactive pods (like CTAs and resources) just as we would in a live session. This creates the feel of a live event while giving us more control over the content. As a bonus, all of the engagement clicks, poll responses, and chat data is still tracked and can trigger follow-up or scoring, just like a traditional live webinar. It’s a great option when you want scale and consistency without losing interactivity.
Is there anyway to hide the question pod from the webinar recording? We'd like to use the recording for another webinar as pre-recorded but the question pod gets in the way. Thanks.	If the Q&A pod is present on the layout, it will be present on the recording/on-demand version. A workaround would be to not use the Q&A pod, and instead enable the Chat Panel, which is not in the recording. Alternatively, you could choose to not answer any of the Q&A publicly which would leave a blank Q&A pod in the recording.
Do you have any recommendations on scaling globally with a small MOPs team but global org that host/presents webinars(sometimes in local language)?	Scaling globally with a small MOPs team is definitely doable with the right setup. You can use a global webinar template in Marketo Engage with tokenized content, built-in Smart Campaigns, and placeholders for polls, CTAs, and resources. It’s easy to clone and localize for each region without starting from scratch. For language or region-specific content, you can use My.Tokens and snippets to handle translations and presenter details. The layout stays consistent and just swap in regionally relevant polls and assets. You can also automate lead routing and alerts by region and work closely with Field Marketing to manage localization, while our team handles execution. It keeps things scalable and repeatable without overloading the team.
Q: Do you offer post-webinar reporting that includes attendee names and polling answers?	Yes, Marketo Engage Interactive Webinars do offer detailed post-webinar reporting. You’ll get attendee names, engagement metrics, and poll responses. They are all accessible through the Engagement Dashboard. It’s a great way to fuel targeted follow-up and Sales insights, and reports can be downloaded for easy sharing.
Can you upload a pre recorded webinar to Interactive webinar, but it will present as a live webinar with polling questions and someone on live to answer Q&A.	Yes, you can upload a pre-recorded webinar to a Share pod. You would have Q&A and Polls on the live webinar for the moderator to answer as received. The Mp4 would be uploaded to the Share Pod.
Can you attend interactive webinars from mobile? Is there a different view of the webinar when attending from mobile?	Yes the Adobe Connect interface is the same but it's more condensed. There is also the option to download the app.

[Zoe_Forman]

When will the registration link be available? Want to share with my team.
Thanks, Zoe 

[stephaniedam22]

Hi @Zoe_Forman , the registration link is now available, feel free to share this link with your team. Thank you

[vaibhav1995]

@stephaniedam22 thanks for providing the link.

[SandraAbuwalla]

Hi @stephaniedam22 will this webinar be recorded, as I have a meeting at that time. Will I receive the webinar recording if I register? thanks

[stephaniedam22]

Hi @SandraAbuwalla , yes the webinar will be recorded, if you register - you'll receive an email after the webinar with a link to the recording and slides

[Maria_Cruz1]

I’m so excited to share this upcoming session with you all! We’ll be diving into how Interactive Webinars can transform your engagement strategy. Who’s planning to join? Drop a 👍 if you’ll be there!

[siyengar]

@Maria_Cruz1 Did you export chat data from Interactive Webinars to satisfy compliance requirements. If yes, how did you achieve this?