GoToWebinar integration

[Cliff_Lin]

My company is using GTW form for registration. I tested the form and filled with a test account but nothing shows up in the program. Does the leads come back after the webinar is over? If that's the case, will it only send people who's attended, or will it include people that filled out the form but did not attend?

Another question is that is there a way to track the questions asked and the duration of webinar stayed? We were able to do that before but i don't see that functionality in marketo.

[Grégoire_Miche2]

Hik Cliff,

the connector between Marketo and GTW is in fact a way to exchange program statuses in Marketo with registration/attendance in GTW.

You need to setup the connector and sync a Marketo program with a GTW webinar. Once this is done, you deactivate the registration forms, emails and autoresponders in GTW and manage them in Marketo.

When you add some one as a "registred" member in Marketo, that person is immediately registered in GTW. When the person attends in GTW (with a few minutes to a few tens of minutes after the webinar), their member status in the Marketo program is automatically switched to "registered".

if you want some emails to be sent from Marketo as a result of an "attended" status, you will have to set your own smart campaign, usually using a "program status changes" trigger.

-Greg

[Cliff_Lin]

Hi Greg,

Thanks for the response. My company prefer using the GTW form instead of building in mkt because it's their workflow and they don't want to change it. I've done the connector and created the events program and everything. However, will marketo program still add the person into the program if it's done via teh GTW form instead of the marketo form? I tried it and it didn't sync in. I think it may sync after the webinar is over. If it does sync in, does it sync people with all statuses such as registered, declined, attended...etc, or just the people that registered and attended?

[Amy_Goldfine]

I think you should convince your company to go with Marketo forms for GTW registration. A couple reasons:

- Lead Source control: Leads that come in through GTW automatically have "Event Partner" Lead Source

- Field sync: There is a limited number of fields that GTW can push back to Marketo. I *think* it's First Name, Last Name, Email. You likely want to collect more information on form fills than this.

- Brand Management: It's much more professional and a better brand experience to have the registration be on your website (or at least a Marketo LP with your branding)

(Note: you don't need to turn off GTW emails, we use their confirmation and reminder emails)

[Anonymous]

I do too!

I'm wondering, does the sync work bilaterally? Say, if we kept GTW's registration form and I connect the program to GTW, will the registration sync back to Marketo? Or do I have to use a MKTO form?

[Amy_Goldfine]

Yep, the sync works bilaterally, once you have the Launchpoint connected in Admin and you connect a Marketo program to a GTW webinar. However, you can't control Lead Source, it's always going to be Event Partner. As you probably know, you want to "block field updates" to Lead Source in Admin, which means that it is a huge pain to change Lead Source from Event Partner to whatever value you want it to be. You have to unblock field updates to the field, change the records manually or with a smart campaign, and then remember to re-block field updates. It's not advisable at all.

[lillyfalcon]

Hi @Amy_Goldfine 🙂 

For reasons too long to explain, we are using GTW landing page and form and I need to update Person Source once attendees no shows are pushed to Marketo.

I'm setting up an event program for the first time and I've used this trigger and flow step - does it look right to you? ie. will these webinar leads get added to Marketo as 'member of the event program'. Or should I use a (trigger) constrain source = Event partner?

Thanks heaps for your help! 

Lilly 

[Michael_Florin]

Nothing here looks right to me. 🙂

Let's start with some questions: Do you believe that no-shows are being pushed to Marketo from GTW? I don't think that's true. If you use GTW as your registration source, registrants remain unknown to Marketo. And when the webinar is over, GTW pushes only attendees to Marketo. No-shows are not being pushed but calculated from registrants minus attendees. And as Marketo doesn't know registrants that step is missing. 

I would probably need to test that to be sure, but the documentation states this pretty clearly:

No Show – at the conclusion of the webinar, and once attendance data is pulled in from GoToWebinar, the status of leads that registered but did not attend will be updated to No Show.

https://go.marketo.com/rs/marketob2/images/Marketo_GoToWebinar_Adapter_UserGuide.pdf

Secondly: You want to update the Person Source of all records being sent from GTW to "Webinar"? Even for those that Marketo knew before? That doesn't right to me. If the person existed in Marketo before, they should have another value in Person Source and you don't want to overwrite that, right?

So how would you do that? First, is your screenshot for the blocked actions from the field "Person Source"? So you pretty much never allow Person Source to be updated? If that's how you want to do it, a very simple Smart Campaign would suffice:

If Program Member status changes to "Attended", change data value "Person Source" to Webinar. You don't need the "Person is created" trigger, as existing persons can't be updated through that flow step anyways - because you blocked the update.

And finally: If you block the update for Person Source from Flow Steps, you can never run something like

If Person Source is "Event Partner, change data value to "Webinar"

------

You see, some assumptions here. I think we could offer better advise if we knew exactly what you want to achieve.

[lillyfalcon]

Thanks @Michael_Florin ! Super useful advise as always 🙂 I've explained in a bit more detail below:

1. This is just an interim solution until we can start using Marketo landing page and form. What I'm trying to achieve is: 

a) not having to import data manually 

b) updating all new webinar leads (both attendees and no shows) to source = Webinar (as this is the source we've used historically)

Do you believe that no-shows are being pushed to Marketo from GTW?

I don't know. I assumed they were. I'm testing this for the first time with this webinar. 

I don't think that's true. If you use GTW as your registration source, registrants remain unknown to Marketo. And when the webinar is over, GTW pushes only attendees to Marketo. No-shows are not being pushed but calculated from registrants minus attendees. And as Marketo doesn't know registrants that step is missing.

So for this solution to work, I would need to manually import registrants before attendee data is synced?

No Show – at the conclusion of the webinar, and once attendance data is pulled in from GoToWebinar, the status of leads that registered but did not attend will be updated to No Show.

For this update to happen, do I need to set up a program status change smart campaign, or is it automatic?

First, is your screenshot for the blocked actions from the field "Person Source"?

Correct, it is a screenshot of Person Source, but I updated it incorrectly. I intended to untick Flow change data value instead of Custom flow action. I hope this makes more sense now! 

So you pretty much never allow Person Source to be updated?

Correct! We'd like to preserve original source data.

If Program Member status changes to "Attended", change data value "Person Source" to Webinar.

This makes sense! Thank you 🙂 

So assuming I have to import registrations data manually (I generally do this after the event takes place), should I set it up as follows:

1. allow updates from Flow change data value

2. manually import registrations data - I will use a static list instead of Import members functionality:

 

the ones that Attended would be skipped in flow step 1 if they have already synced to Marketo because they cannot move backwards, is this right?

 

and their source will be updated from Event partner to Webinar. And because only new leads would have source Event partner, we can achieve our goal of "only update source for new webinar leads". Does this make sense?

Thanks again for your help! 

  

[Michael_Florin]

Hi Lilly,

I'd import only once after the webinar. GTW gives you Attendees and No-Shows, so I'd import them into two lists in Marketo, and then update their program statuses to Attended/No-Show depending on List Membership. Yes, you're right, the Attendees should come over automatically from GTW, so in that case you can omit that step. And also yes: Nobody can move backwards in a program progression.

And then change Lead Source for both lists to "Webinar".

And by the way: If you have time and bandwidth, why not check out the registration through Marketo? I suppose you send the invitation from Marketo, right? If you have a Marketo page and form, you have not only branding consistency but also form pre-fill. That almost certainly will raise conversion. The only thing you need to add is one flow step that triggers from form fill and sets program status to "Registered", as that program status change will trigger the API call to GTW.

And you're sending all emails - confirmation, reminders, follow-up - from GTW? Sure, that's easier, but it's not prettier. Eventually you will want to transfer all of that to Marketo.

[lillyfalcon]

Thanks again @Michael_Florin !

I'm working on it (we discussed some of the challenges here). After our initial discussion, I explored custom integration but too challenging for our developer without clear documentation.

After a bit more testing our plan for the new year is to use: 

• Marketo event program with local tokens
  • registrations: Marketo landing page and form 
  • invitations, reminders and post-webinar emails: Marketo emails
• confirmation email with join url, feedback surveys: GTW 
• host webinar: GTW 
• reporting: both Marketo and GTW and combine data using a vlookup

Your advise has been super useful - really appreciate it 🙂 

[Michael_Florin]

You can send the confirmation email with personal join URL and calendar link (with personalized join URL in it!) from Marketo too. Google "Personalized attendee link in calendar" to get to the details.

[Anonymous]

Thanks Amy! What are your thoughts on using this method only for known registrants? We're hosting an exclusive client webinar, and my client services team has been using GTW's registration form for so long that they're wary of using Marketo's forms. I'm trying, though!

[Amy_Goldfine]

I know how hard it is to get people to change their ways!

Even if it's going to only be sending to customers, those people are definitely going to forward to other customers who aren't already in your database. They may be people who are sharing a login, or who aren't using the product directly but want to learn more.

What is their issue with Marketo's forms? I'd try to tease that out and then come back to them with concrete reasons why Marketo forms won't be an issue.

Another thing you can get from Marketo forms that you can't get from GTW is custom info that would help you plan the webinar. You can ask how long they've been using the product, what their interests are (from a picklist), free form question field, etc. You can send all that info back to a Marketo field and report on it to plan the content of your webinar, or push it to a notes field for Sales, etc.

[Grégoire_Miche2]

Hi Cliff,

I might work... or not. It's not supported, as written in the doc if I remember well. The doc is explicit that you need to turn off GTW forms and emails.

-Greg