Marketo

Welcome to the most advanced webinar CRM integration with Marketo. The Sequel and Marketo Integration lets you track registrants and attendees in a Marketo Program. You can set custom statuses like registered, attended, no-show, and on-demand. Sequel will pass over all registrant and engagement data to the Person in your Marketo CRM as structured data. This helps you start workflows based on how leads interact and engage.

with Sequel, engagement data is in Marketo instantly – we don’t have to set up campaigns manually to trigger lead scoring. Nadine Regan, Marketing Operations Manager, Salesloft

‍Sync Program Members and Update Their Status Automatically

Connect your Sequel event to an Adobe Marketo Exchange Program to sync members and update their status with ease. Just go to the dashboard, click on the CRM tab for your event, and enter your Program name. Done! Anyone who registers and attends your Sequel events or webinars will show up in the Members of that program.

Sequel.io offers 4 statuses for each person who registers for your event.

Registered – every user who registered for your event
Attended – users who attended live
No Show – users who registered but did not attend
On Demand – users who viewed your On Demand Replay

You can map each of Sequel.io’s statuses to Marketo, using any unique names you’d like in the CRM tab of the event.

‍Set up a Marketo form with Sequel‍

Want to use Marketo forms for registrations? Our integration makes it easy to connect with Marketo forms. It instantly signs up users in Sequel, sending them a calendar invite and registration confirmation right away.

Unlike many webinar tools, Sequel doesn’t need any webhook setup or smart campaign to link a Marketo Form. Just add the Marketo form ID and URL, and we’ll take care of everything else.

The Marketo integration handles complex workflows, like recurring and series of events. Here’s how customers commonly use it:

Use one Marketo form for many events. Put the form ID into Sequel and switch the Marketo Form URL for each event. Sequel signs up users for the right event
One Marketo form for different dates and times of an event. Add a dropdown to your form. When someone picks a date/time, Sequel registers them for those specific sessions
A Marketo form for recurring webinars. Add a recurring option for your form and Sequel will send out a recurring calendar invite, similar to Google Calendar

Combine Sequel and Marketo Form on One Landing Page

Our Marketo integration allows you to host your live webinar and the on-demand version on a single landing page, where your Marketo form is embedded. You don’t have to create new pages or add new entries to your CMS. If someone hasn’t signed up, Sequel displays the registration form. If they’re already registered, they’ll see the live or recorded content right away.

Having Sequel on the same page as your registration form makes it quicker for attendees to access. They can join live or view the on-demand session without waiting for a confirmation email. Learn more, here.‍

Sequel registration Field Mapping in Marketo

Prefer to use our registration form? Sequel.io Registration data can be mapped to specific fields inside of Marketo. This keeps your data more organized and allows you to create more automations based on data you collect. We will automatically fetch all our custom fields in Marketo so you can easily map the questions added in Sequel.

All Data Passed from Sequel to Marketo

Sequel.io will pass over all engagement data as custom activities. The information and activity can be viewed within the Program>Members>Activity Log of a Person in Marketo. Here is a list of all information we pass over to Marketo:

Registration Data with Questions (When user Registers)

Company Name ➝ Company in Sequel platform
Event name ➝ Name of the event Registered
Question and answers ➝ Custom questions and answers
Person ID: ➝ ID setup by Marketo
Event ID: ➝ Event ID from Sequel
Timestamp ➝ When registration happened

Live Attendance with Engagement Data (when user attended live)

Joined at ➝ Timestamp that user joined
Company name ➝ Company in Sequel platform
Event name ➝ Name of the event Registered
Percentage View Time ➝ Percentage of time user spent in the event
Person ID: ➝ ID setup by Marketo
Attending User Info
View Time ➝ Number of minutes attended live
Time joined Event ➝ Timestamp joined the event
Time left the event ➝ Timestamp left the event
Event ID: ➝ Event ID from Sequel
Attended Date ➝ Date of the live event
Polls Answered and # – Total number of polls voted in and answers they submitted
Questions Asked and # – Total number of questions submitted in Q&A and what specific questions the user asked

On-Demand Attendance with Engagement Data (When user viewed On-Demand replay)

Joined at ➝ Timestamp that user joined
Company name ➝ Company in Sequel platform
Event name ➝ Name of the event Registered
Percentage View Time ➝ Percentage of On-Demand replay viewer watched
Person ID: ➝ ID setup by Marketo
Viewing User Info:
View Time ➝ Number of minutes viewed
Time joined Event ➝ Timestamp joined the event
Time left the event ➝ Timestamp left the event
Event ID: ➝ Event ID from Sequel
Attended Date ➝ When viewing happened