Updates to Marketo - ON24 Integration

There have been some steamy changes to the Marketo-ON24 integration recently! Find a quick rundown of what's been changed and a detailed overview in the Marketing Nation article linked in the comments below!

ON24 has changed its integration with Marketo and the native launchPoint integration service is no longer an option for new instances (existing Marketo instances can continue using the legacy native integration from the launchpoint).

The revised integration uses API calls to add event-related data, including attendee/on-demand/participation-time, etc. info, to the fields in a Marketo custom object record. This CO's definition (name, field names, data type, etc.) can be looked up online on the "Connect | Marketo ON24 Connect Data Integration" page linked in the comments below.

Since the event data and associations are now managed via the custom object, users -

➡ Need not map the ON24 event in the program settings

➡ Should not use the {{member.webinar URL}} token in emails. Instead, they need to concatenate the registrant's email address with the event's "Audience" link (which can be obtained from the ON24 platform) for the member-specific event URL

➡ Should use the CO triggers/filters in the smart campaigns instead of the program membership or status change triggers/filters.

➡ Should use a webhook to pass the registration data over to the ON24 if they're using Marketo forms for driving the registration process

There's a bit of a learning curve on how to set up the integration and design event programs the new way! I'd suggest creating a test ON24 event and program to gain some experience, and then Test...Test...Test.

Reference Article:

Marketing nation article on The New ON24 Webinar Integration

Connect | Marketo ON24 Connect Data Integration documentation