Are there any Cvent + Marketo users here?

[Anonymous]

Hi Josh,

Are you aware of any published information that details flow design and data sync on the Marketo side of the integration w/ Cvent?  I have a Cvent-published "Marketo Integration User Guide" that details the mechanics of the technical side, but I'm looking for guidance on the actual campaigns and flows.

[Anonymous]

Hi Adee,

In agreement with Josh's note above, I would send things like invitations, confirmations, reminders through Marketo. Anything involving financial transactions (receipts, refunds, etc.) or event selections (breakouts, seminars, etc.) should be sent via Cvent.

You are correct that the integration is a push integration where Cvent pushes data into Marketo. It is not a bi-directional sync, as you see between Marketo and SFDC.

A vastly underutilized element of the integration is the custom object sync. I find this to be very helpful/useful, but not many people set it up. I strongly advise in favor of using this element of the integration.

Let me know if you have other questions.

Thanks!

Drew

[Anonymous]

Hi Drew,

My next question may seem silly, but I don’t have any experience with using Cvent. We have a Sales Admin Team that uses this tool. If we use Marketo to send invites, confirmations, and reminders how would this work with Cvent? What element is Cvent capturing?

What we are trying to accomplish is a way to allow our very large sales team to execute events due to our very small team not being able to accommodate all of their requests being executed through Marketo. What I was thinking is that if the emails are executed out of Cvent that we supply the invite list and request any lists to them import.

Is there a way for us to set up a process that could allow us to automate the list import? Is this where the custom object could be useful?

Thanks,

Adee

[Anonymous]

Hi Adee,

Not a silly question at all. Cvent would be capturing registrations, cancellations, etc. and then pushing those into Marketo lists. Marketo can then be set up to trigger based on an individual being added to, or removed from, a list within your even program. That action would then tell Marketo send a confirmation email, a reminder email, etc.

If Marketo is sending the invitations, you shouldn't have to worry about list imports at all. Marketing, even with a small team, should be able to manage the invitation list and send. Alternately, you can empower sales to send the invites on their own via Sales Insight. You can make the invitations available through Sales Insight so that sales can invite whomever they want, without requiring Marketo to get involved. You could also empower sales to do this through the corresponding SFDC campaign (provided the Marketo program is synced with the SFDC campaign).

What is your current process for managing the lists for event invitations?

Drew

[Anonymous]

Hi Drew,

Your suggestion about using MSI is awesome! What I would like to know is how best to organize the templates that the sales team can access. It should be noted that we have a shared instance of SFDC and Marketo.

It should also be noted that we do not use templatized event invites. Within our business we support multiple channels and 100’s of products so many requests are custom. This is the challenge with events. We don’t have the capacity to execute all of the events that are coming in from the sales team. It is highly probable that we will continue to use Cvent to execute the invites, reminders, etc. Is the only option for us, in terms of data capture and exchange to import the lists to Marketo? Would the use of a custom object be an aide in anyway?

The other challenge we have is making sure we are not sending email to anyone who has opted out of email messaging or those who may be in an email blackout. Since there is not a 2 way communication between Cvent and Marketo what is the optimal way to provide lists to the team using Cvent to adhere and be email compliant?

I really do appreciate your input. I am like James Dyson in the sense that just want things to work properly. The caveat is that I have to attempt that in the construct of what is possible based on our tech stack and how it is built.

Adee

[Anonymous]

Large events, mostly national, are managed in Marketo for invite sends, reminders, etc.

Small, regional and local events, are done in Cvent and to date we have not had a good process of being made aware of these events and then getting the list details. This is what I would like to automate, but I don’t think there is an established process in place to accomplish this task. If I am correct we would need to be sent the extracted list if Marketo is not sending anything.

[Anonymous]

Hi Adee,

The unsubscribe piece is precisely why I like managing invitations and the like through Marketo. Since Marketo is housing your unsubscribe process (which it should), that ensures that unsubscribes are properly managed. Any emails sent via Cvent would be operational in nurture and therefore not need to worry about unsubscribes.

I would advise that you create email templates to use for your events. You should also have a program template for your most commonly used event types. This allows you to quickly react to the needs of your sales team, or even empower a Sales Ops person to manage this.

If using this methodology, you don't have to worry about manually importing lists. Sales selects whom they want to invite through SFDC and sends the invites via MSI. Cvent pushes registrations and cancellations to Marketo, which then triggers confirmation emails based on those actions. The whole process is automated.

If you'd like to discuss further, I'd suggest reaching out to me via email at drew@leadmd.com.

Thanks!

Drew

[Anonymous]

We are about to roll out our Cvent/Marketo integration in the next coming months. Looking for any videos, tutorials, etc. Thanks, all!

[Benjamin_Ortiz1]

There should be a Marketo/Cvent integration guide when you login to cvent. We were told the new marketo release is slated for this August.. I would ask your account manager at cvent about this before you set anything up.

[Anonymous]

Hi Jack,

Did you get any helpful docs or videos?