Setting up Marketo on the Hopin platform

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Which plans is the Hopin<>Marketo app available on?

The Marketo app is available on Business and Enterprise plans.

You can find an overview of our Hopin licenses on our pricing page, feel free to contact our sales team if you'd like to discuss an upgrade.

What are the capabilities of the Hopin<>Marketo app?

Hopin's integration with Marketo supports the following workflows:

  1. Pulling registrations from Marketo to Hopin, and pushing magic links back to Marketo.
  2. Pushing registrations to Marketo as a custom activity.
  3. Pushing 'attended' status to Marketo as a custom activity.
  4. Push Custom Registration Q&A as a custom activity.
Note: If you are using Marketo to send your magic links, the Magic Links/Manage Invitations tab in the Event Dashboard will not update the ticket status to Invited. You will need to use Marketo to track if you have sent the invitations. However, once a registrant accepts their magic link, their Hopin magic link status will change to Registered.

What data is being synced between Hopin<>Marketo?

We are currently syncing First Name, Last Name, Email, and Custom Form questions between the platforms. We are actively working towards syncing the whole Registration Object (headline, website).

Integration guide

All of the above capabilities are available in the steps that follow, if you do not wish to use one of those capabilities, you can leave that configuration screen empty and move to the next screen.

There are three key parts to setting up the Marketo app:

  • Configuring the app in Hopin
  • Setting up a webhook in Marketo (if you wish to import registrations from Marketo)
  • Setting up custom activities in Marketo (if you wish to export registrations or attendance to Marketo or to export custom registrations Q&A)

Click on the tabs below to follow the respective steps for each stage of the setup process. 

  • 1. To get started, you will need to install the Marketo app to your Hopin Organization. You can access the app store by going to your Organization Dashboard and heading to the Apps tab. Then click on Discover More on App Store. 

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    2. You can find Marketo under the Marketing category, or you can follow this link to go directly to the page. Click Install app to add the Marketo app to your Organization.

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    3. A window will pop up and ask you to create a new Marketo authentication.

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    4. To authorize your Marketo instance, you'll need the Marketo API endpoint domain, client ID and client secret. To get the API endpoint domain, in Marketo go to Admin > Web Services and copy the Rest API endpoint, but do not include the 'rest' part at the end of the URL.

    To get the client ID and client secret, you'll need to have an API role and user on your Marketo instance, and create an Installed Service in Launchpoint. The docs for doing that are here.

    If you already have an API user and installed service, you can find the client ID and client secret at Admin > Launchpoint > View Details.

    The API user will need to have access to the following permissions for the integration to be set up:

    • Access API > Read-Write Person
    • Access API > Read-Write Activity
    • Access API > Read-Write Activity Metadata
    • Access API > Read-Write Assets

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    5. Once you've authenticated your Marketo account, click Next.

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    6. Click Next, and proceed to the Import Registrations screen. If you wish to import registrations from Marketo to Hopin, you'll need two fields on your Program Member object in Marketo:

    1. a field that contains Hopin's Ticket Integration Code (we'll explain where to find this value in the 'Testing' section of this document),
    2. and a field that can receive Hopin's magic link (the link that is tied to an email, ticket and event, and allows your registrant to access your event).

    These fields should be set up with a "string" type. It's recommended that you set these up as custom fields in Marketo so that it's clear what their purpose is. If you wish to import headline information to Hopin you can also choose a field for it.

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    7. On the next screen it shows the Marketo Lead fields that will be imported by default. Click Next to proceed.

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    8. Click Next and proceed to the final Marketo Webhook URL screen. Copy the webhook URL (you might want to paste it into a notebook because we'll need it in a few steps from now).

    Note: If the URL field is empty, please click Finish, then Unlink the integration and connect it again; this should resolve the issue.

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    9. If you wish to push registrations from Hopin to Marketo, as well as custom registrations Q & A, you can do so via a custom activity and configuring fields under custom activity (if you don't need this step, you can click Next and skip the screen). If you don't have a custom activity set up for this action, you'll need to set one up by following the steps below. In this case we've set up a custom activity that we have called 'Registered to event', and we will choose that custom activity from the dropdown in the 'Export registrations' screen.

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    10. Once the custom activity is chosen, wait for up to 3 seconds to see if there are any existing custom registration questions associated with your organization.

    Tip: Check out this guide on how to create a registration form at Hopin.

    If you have also configured fields under Custom activity to map the custom registration questions, you will be able to see them here, also. If you don't have fields set up under custom activity set up for this action, you'll need to set one up by following the steps below under the section of setting up custom activities and creating fields under it.

    Note: While creating custom registration questions make sure that if a questions is common between 2 or more events it has exactly the same wording.

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    11. Click Next and proceed to the Export Attendance screen. If you wish to record event attendance in Marketo, you'll also need to have a custom activity set up for this purpose (you can skip this screen if you don't want to record attendance).

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    12. Click Finish and you'll get a confirmation that the integration is connected. Now we move to the Marketo side!

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  • We'll set up the Webhook in Marketo first, since we just copied the webhook URL. Again, if you're not importing registrations from Marketo, you can skip this section.

    1. Login to your Marketo dashboard, navigate to Admin and search for 'Webhooks'. Create a Webhook and ensure it contains the following values:

    • URL: Paste the Marketo Webhook URL you copied in the previous step.
    • Request type: 'POST'
    • Template: lead_id={{lead.Id}}&program_id={{program.id}}
    • Request Token Encoding: Form/Url
    • Response type: JSON

    Then hit Save.

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    2. If you don't already have one, create a Program, and then a List within your Program. You can then configure a trigger that will allow your webhook to be activated. In this case we'll take the example of a Marketo form, which when completed causes a person to be added to a List, which then activates the Webhook. You can start by adding a Form to your Program.

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    3. The form will need to have a field that contains Hopin's Ticket Integration Code(s). If you only have a single ticket for your event, you could add this as a hidden field in the form that pushes the Ticket Integration Code to the field you have chosen to hold this value. If you have multiple ticket types, you can have a select dropdown that holds the Integration Codes as stored values, which push the stored values to your Ticket Integration Code field when the form is completed:

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    4. When you've saved and approved the form, add it as a trigger in the 'Smart List' screen of a Smart Campaign:

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    5. Then in the 'Flow' screen you can select Add to list that is activated when the form is completed, and a Call Webhook for the Webhook you set up previously.

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    6. With that, you've completed setting up the import of registrations to Hopin!

  • You can follow the steps below to create a custom activity and to create relevant fields under it. 

    Tip: the Marketo documentation for the set up of custom activities is here and and the documentation for the setup of the fields under Custom activities is here.

    Custom activities in Marketo allow you to define triggers that will result in a workflow being performed in Marketo. In this case we'll be pushing a registration to a List, or an attended status to a Program member. You can skip this section if you're only importing registrations from Marketo.

    We'll set up the Custom activities in Marketo here. If you're not exporting registrations or exporting attendance from Marketo, you can skip this section.

    Creating Custom Activities In Marketo:

    1. Login to your Marketo Account and click on the Admin tab.

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    2. Look for the heading "Database Management" in the panel on the left hand side, and select Marketo Custom Activities.

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    3. Click on New Custom Activity and enter a name and optional description, then click Next.

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    4. Provide the filter and trigger name according to your choice and click Next.

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    5. Enter the Event name under "Primary field name". Once provided click Submit.

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    6. Right now the custom activity will be save as a draft. Approve the activity to finish the creation of the custom activity. You can do this by selecting Custom Activity Actions and clicking Approve Activity from the drop down menu.

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    7. You are all now set up with a custom activity in Marketo. You're now ready to start receiving registrations from Hopin! You can set up your attended status custom activity in the same way.

  • We'll set up the fields under Custom activities in Marketo here. If you're not exporting custom registration Q&As from Marketo, you can skip this section.

    1. Navigate to the custom activity of your choice, where you want to push custom registration Qs&As from Hopin, and click on the Fields tab.

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    2. Click New Field and choose the field’s data type. Provide a name and an optional description. Click Save.

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    3. You have now created a new field under custom activity. You can repeat the steps 1-2 to create new fields for other questions you want to map.

    4. Once all the fields are set up, you need to approve the activity to access all the new fields created. You can do this by selecting Custom Activity Actions and clicking Approve Activity from the drop down menu.

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    5. The final state should be approved on the custom activity.

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  • Custom activities in Marketo allow you to define triggers that will result in a workflow being performed in Marketo. In this case we'll be pushing a registration to a List, or an attended status to a Program member. You can skip this section if you're only importing registrations from Marketo.

    1. If you don't already have one, create a Program and a List within your program. You can then configure a Smart Campaign to be triggered on your custom event. The custom event trigger should contain the name of your Hopin event, as below, and should use 'starts with' rather than 'is', as Marketo sometimes puts spaces on the end of the event name.

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    2. In the next screen ('Flow'), you can use Add to list to push the registrations from Hopin into a Marketo list in your program.

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    3. Activate the Smart Campaign in the Schedule tab.

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Testing the Marketo integration

Now we can test both the import and export of data.

  • Let's test our import registrations setup.

    1. You'll need to make sure the correct Ticket Integration Code is being used when a registration is created. To find the ticket 'integration code':

    In your event dashboard, navigate to the Registrations > Tickets tab.

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    Copy the ticket URL, paste it anywhere and copy the 'code' part of the URL (the 'xeTWv3xjdXo2yw89L71K7Jprcke' in the image below).

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    2. You'll now need to make sure that when a person is added to your Marketo list, the Ticket Integration Code is added to the field that you have created for that purpose. In this example, we'll use the Ticket Integration Code as a Stored Value on a dropdown in a Marketo form.

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    3. You'll then need to make sure that the Stored Value is being added to the correct field, by choosing the field you have selected for the Hopin Ticket Integration Code in the Marketo 'Field'.

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    4. When you're done, Finish and Close and Approve the form, then embed it somewhere that you can use it for a test (you can easily do this using Google Sites).

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    5. Complete the form, and verify that the registration has been added to your List in Marketo.

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    6. If you look at the members at the program level, you should see that the Hopin Ticket Integration Code has been added to the correct field, and that (if everything has been set up correctly) the Magic Link field has also been populated by Hopin:

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    7. You can then check the Event Dashboard > People > Magic Link Invites page in your Hopin event to confirm that the person has been added there as well.

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    8. Congrats, you've successfully set up registration imports!

  • If you'd like to test a registration export, you can follow the below steps.

    1. First, you will need to make sure you have created a Registration form on Hopin. Head to your Event Dashboard > Registrations > Registration Form and follow this guide to get started.

    2. Next, use the Preview Event button in the top right corner to enter your event, and click the Join event button. If you have set up a registration form, you will be prompted to answer the questions before entering the event.

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    3. You're now registered for your event, and you can go and check that this has been pushed to Marketo correctly. Additionally, if you have configured the mapping for Custom registration Q&A you will also be able to see answered question under the Activity Details of the particular Marketo lead.

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    Note: If you have an issue here, one common problem to check for is a space on the end of your Hopin event name. You can handle this by using 'starts with' instead of 'in' when setting up the trigger for your Smart Campaign.

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    4. You're done!

 

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