4. Send Data From Zuddl to Marketo

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An event-level integration is required to sapass all event-specific user data captured by Zuddl to Marketo. For this, a Marketo program should be created to receive all event-specific data on Marketo.

Prerequisite - Create a program on Marketo

Before linking a Zuddl event, you must create a new program on Marketo.

You can also create a Marketo base program that you can use as a template to create new program with similar properties on the Zuddl dashboard itself. Learn more on how to create a Marketo base program.

To create a new program,

On your Marketo dashboard, go to Marketing Activities.
Under Marketing Activities tab, click New Program.
In the New Program form, enter the following:
1. Campaign Folder: Select the appropriate folder for the program.
2. Name: Enter a suitable name for the program, say “Acme Events”.
3. Program Type: Select Event. This step is critical to the working of this integration.
4. Channel: Select a channel as per your requirements.
5. Description (Optional): Enter a brief description.
After you’ve completed the form, click Create. This creates a new program on Marketo.
On the program details page, copy the program Id (numerals between ME and A1) from the URL. For example, if the original program Id is ME1234A1, copy just the numbers in the middle. This program Id is used to connect the program with a Zuddl event.
Inside the Zuddl dashboard, go to the connected event then inside event setup, go to Integrations.
On the Marketo card, click Customize on the Export section to configure the event-level settings. The Export section shows a Disabled status before turning on the integration.
Under the Program ID tab, select the Use program ID option to paste the program ID copied from the program URL in Step 5. This establishes the connection to your Marketo account.
Alternatively, if you’ve added a base program during installation, you can select the Use base program settings option. This is a one-time setting. Learn how to add a base program.
1. Enter Name: Name of the program. The program name should be unique across your Marketo account.
2. Campaign folder: Select/change the folder path of the program based on your folder structure. This is fetched directly from Marketo.
3. Program type: The type of program as specified during the installation. This must be Event. This option is uneditable as it is fetched directly from Marketo based on your program settings.
4. Channel: Select Live Event from the dropdown. This is fetched directly from Marketo based on your program settings.
5. Description: Brief description of the program
Click Save & next.
Under the Custom Activities tab, toggle all the attendee activities you wish to receive in your Marketo Program.
Note: Registered and Attended activity is toggled on by default.

Events/Webinar - Custom Activity

Events	Webinars

If you've created registration flows for your event, the Registered activity response will also show the registration flow name. Learn how to create registration flows.

Lead custom field mapping

Any new registrant in Zuddl is added as a Lead in Marketo (if not already in Marketo). Under the Lead custom fields tab, you can map any custom registration form fields to suitable Lead fields in Marketo.

Prerequisite: A Zuddl registration form with all the required fields need to be created in order to map the fields.

Select a custom field in the Zuddl registration fields dropdown.
Choose a suitable Lead field from the Lead fields dropdown.
You can map multiple Zuddl registration fields to a single Marketo Lead field. This is useful if there are multiple registration flows for your event. Learn how to create registration flows.
Choose a Field update policy
1. Do not update: This option does not pass the Zuddl field value to the mapped Marketo field. Note: Only updates made to the field won’t be passed, Leads will still be created.
2. Always update: This option always passes the Zuddl field value to the mapped Marketo field.
3. Do not update if source is empty: If the Zuddl field value is empty, this option does not pass the value of the Zuddl field to the mapped Marketo field.
4. Only update if target is empty: If the Marketo lead field value is empty, this option passes the Zuddl field value only in this case.
Click +Add field to add map more fields in the same way.
Click Save & next.

Note: The disabled field mappings are the org-level field mapped and shown here for reference.

Map lead capture fields at the lead-level

For In-person and hybrid events, you can map your Marketo lead fields to fields you have created for the lead capture app. The Zuddl lead capture app is used for in-person and hybrid events to capture leads details. Learn more about the lead capture app.

When you first set up your event-level integration, you can't switch to the Lead capture fields tab without saving the Registration fields mapping.

Under the Lead capture fields tab, map the fields that you have configured for your lead capture app. Learn how to add fields to the lead capture app.

Under the Lead capture fields dropdown, select the required Zuddl field to map.
Similarly, choose a suitable Marketo Lead fields.
Select a Field update policy.
Click Save & next. Similarly, add more fields as required using +Add field button.

Program member custom fields

Zuddl can pass event data Zuddl to a Marketo program member level. Map any custom fields of your Zuddl event’s registration form to the Marketo Program member fields to ensure updated field values are passed to your event. Under the Program member custom fields tab, map any custom fields added to your registration form to suitable Program member fields in Marketo.

Prerequisite: A Zuddl registration form with all the required fields need to be created in order to map the fields.

Select a custom field in the Zuddl registration fields dropdown. The integration allows passing the following fields for all registration at the program member-level apart from registration fields
- Ticket type: The name of the ticket tier created in Zuddl for ticketed event.
- UTM Parameters: Urchin Tracking Module data(UTM Source, UTM Medium, UTM Campaign, UTM Term, UTM Content, and UTM Id)
- Ip data (Ip City and Ip Country): Ip details
- Attendee Type: This fields is useful for onsite events to distinguish between Virtual and In-person attendance.
1. Choose a suitable Program member field from the Program member fields dropdown.
  You can map multiple Zuddl registration fields to a single Marketo Lead field. This is useful if there are multiple registration flows for your event. Learn how to create registration flows.
2. You can control the sync action for each field by choosing a Field update policy.
  1. Do not update: This option does not pass the Zuddl field value to the mapped Marketo field.
  2. Always update: This option always passes the Zuddl field value to the mapped Marketo field.
  3. Do not update if source is empty: If the Zuddl field value is empty, this option does not pass the value of the Zuddl field to the mapped Marketo field.
  4. Only update if target is empty: If the Marketo Contact field value is empty, this option passes the Zuddl field value only in this case.
Click +Add field to add map more fields in the same way.
Click Save & next.

Map lead capture fields at program member-level

For In-person and hybrid events, you can map your Marketo program member fields to fields you have created for the lead capture app. The Zuddl lead capture app is used for in-person and hybrid events to capture leads details. Learn more about the lead capture app.

When you first set up your event-level integration, you can't switch to the Lead capture fields tab without saving the Registration fields mapping.

Under the Lead capture fields tab, map the fields that you have configured for your lead capture app. Learn how to add fields to the lead capture app.

Under the Lead capture fields dropdown, select the required Zuddl field to map.
Similarly, choose a suitable Marketo Program member fields.
Select a Field update policy.
Click Save. Similarly, add more fields as required using +Add field button.
On the confirmation prompt, click Confirm. This saves the mapping, creates a Marketo Program with all event details, and passes all event data collected so far.

You can also click the Go to lead capture fields link to reach the Lead capture fields settings under Lead capture app menu. Learn how to add fields to the lead capture app.

You can also click on the booth name to directly go to the booth settings under Venue Setup.

Data Sync

If your event registration has started and you wish to sync the registrations that were created in Zuddl before the integration was set up, you can click the Sync button on top next to the integration toggle.

The sync will update only the time spent activities.

Note: This is a one-time option to sync already existing data for your event. Once used, this option does not show up again. Ensure that you use this option after all relevant fields are mapped.

Note: If you’ve toggled off the integration and switch it on after the event has started, they get an option to pass all the activities till that time.

This establishes the connection between your Marketo account and Zuddl dashboard.

Note:

Ensure that both Zuddl and Marketo object fields have compatible data types. If fields with incorrect data types are mapped, there could be a loss in data.
Once the integration is turned on, the integration status changes to Active on the Export section as shown below.

Note: You can also Edit the Program Id to enter a new Program Id. After you entered a new program Id, old data stops flowing into the new Program and stays in the previous program.

You can map multiple Zuddl registration fields to a single Marketo Lead field. This is useful if there are multiple registration flows for your event.

You can also click the Go to lead capture fields link to go to the Lead capture fields settings under Lead capture app menu. Learn how to add fields to the lead capture app. You can also click on the booth name to directly go to the booth settings under Venue Setup.

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