10 Lessons Learned: Zoom Webinar Integration with Marketo Engage

June 10, 2020
Ian Shields

The technical integration of Zoom Webinar-Marketo Engage is now downright easy in comparison to the former webhook integration. On July 22, 2019, Zoom and Marketo Engage announced a new integration, Enrich Your Marketing Campaigns with a Zoom Webinars-Marketo Engage Integration. But what didn’t improve are the processes and workflows necessary to execute a successful webinar.

Update: Zoom has discontinued their v1 API as of May 31, 2020. “After May 30, all Zoom applications on older versions will receive a forced upgrade when trying to join meetings as GCM Encryption will be fully enabled across the Zoom platform. Learn more on how to update your Zoom application or update now.” Learn more on how to update your Zoom application or update now.”

The integration got easier, the setup of a marketing webinar campaign did not. Over a couple of days, my colleague and I researched and tested what data is available and what data is desired between Zoom and Marketo. We documented our tests, Marketo program template, processes, and workflows. Check out how to configure a successful Zoom webinar with Marketo Engage and Salesforce. Below are the lessons we learned while testing.

10 Lessons Learned from Integrating Zoom Webinar

1. When scheduling the Zoom webinar, the Registration “Required” box must be checked in order to populate the registrant’s unique join URL, the Marketo token {{member.webinar url}}

There is webinar specific information in Zoom and missing in Marketo:

  • Dial-in information for Zoom webinar
  • Room ID for Zoom webinar
  • Participant ID for Zoom webinar
  • Add to calendar file (all 3 types)

2. Registrant’s unique join URL, {{member.webinar url}}, is the only useful webinar information passed as a Marketo token

An additional question I’ve been asked, “How do you know the box hasn’t been checked and error has occurred?” Good question. I don’t have an answer.

3. The SetUp tab lacks confirmation of the connection between Marketo and Zoom during the program setup process. This causes some confusion after connecting the Zoom webinar with the Marketo program. You can be stuck thinking, “Um, did it work?”

There’s a permanent visual indicator that the Zoom webinar and Marketo program connection is active on the Marketo Program Overview tab. In Marketo Sky, there is a permanent visual indicator that the Zoom webinar and Marketo program connection is active on the Marketo Program Overview tab. The details on the webinar date and times are nice to see.

4. All webinar host(s) and panelist(s) appear in the program success metric breakdown in Marketo. Removal of the host(s) and panelist(s) will be required post-event to keep the program metrics accurate.

5. Host(s) and panelist(s) will have a person source value of “Event Partner”

6. In Marketo Sky, the “Sync with Event Partner” button doesn’t populate options from the classic view. You can click on the button and nothing will happen.

7. Program member status only updates to “Attended” or “No Show” when the scheduled webinar end-time passes. For example, your webinar is scheduled from 3:00 PM to 4:00 PM. If you end the webinar early at 3:40 PM and want to check the member statuses, you’ll have to wait 20 minutes. The updated statuses won’t populate until after 4:00 PM.

8. It’s unclear where Q&A sync from the Zoom webinar ends up in Marketo.

9. The “Time in Session” field in Zoom webinar reports is not available in Marketo.

10. The program level sync from Marketo program to Salesforce campaign still has inherent flaws. There’s no activity log, no evidence, no smoking gun, just bunches of leads that don’t make it into the Salesforce campaign. Also, it’s very challenging and time-consuming to troubleshoot the Marketo-Salesforce sync because there is no visible log for when the person gets added to the Salesforce campaign (or doesn’t get added)

If you do use the program level sync status updates in a distinct flow step, Marketo puts that update at the bottom of the priority list when syncing updates between the two systems. Resulting in campaign members not being added when you reach the API call limit is reached