Integrating GoToWebinar with Marketo

Key challenges included:

• Disconnected Systems: Registration and attendance data were siloed in GoToWebinar, making it hard to sync with marketing campaigns in Marketo.
• Manual Processes: Registration confirmations, attendance tracking, and post-event emails relied heavily on manual workflows, leading to delays and errors.
• Missed Engagement Opportunities: Lack of segmentation and behavior-based automation hindered personalized follow-ups.

The Objective

To integrate GoToWebinar with Marketo and create an automated, efficient workflow for end-to-end webinar management.

Xgrid’s Solution

We implemented a scalable solution leveraging Marketo’s LaunchPoint Services and tailored automation workflows. Here’s how we approached the integration:

1. Preparing the Systems for Integration

First, we ensured that both systems were correctly configured:

• GoToWebinar Setup:

  • Verified the client’s subscription had admin-level permissions.
  • Created the webinar in GoToWebinar with clear names, descriptions, and time zone settings.

• Marketo Setup:

  • Added GoToWebinar as a LaunchPoint Service.
  • Built a dedicated Event Program in Marketo to manage the webinar.

2. Syncing GoToWebinar with Marketo

To enable seamless data sharing, we linked the webinar to Marketo:

• Configured the Event Partner in Marketo by selecting GoToWebinar.
• Synced the webinar details, ensuring accurate mapping of registration, attendance, and post-event data.
• Enabled automatic updates from GoToWebinar to Marketo for any changes in webinar details.

3. Automating Registration and Confirmation Workflows

We designed workflows in Marketo to automate attendee communications:

• Registration Automation:

  • Triggered confirmation emails with unique webinar links upon registration.
  • Set emails as Operational to bypass subscription preferences, ensuring delivery.

• Alerts for Key Stakeholders:

  • Sent real-time notifications to the sales team for high-value registrations.

• Event Campaigns:

  • Used in-program Campaigns to manage all communications, avoiding scattered workflows.

4. Personalizing Attendee Engagement

We implemented segmentation and personalized follow-ups based on attendee behavior:

• Segmentation: Grouped attendees by job role, company size, and engagement history for targeted outreach.
• Behavior-Based Automation:
  • Attendees received thank-you emails with webinar recordings and next steps.
  • No-shows were sent alternate engagement opportunities, such as on-demand recordings.

5. Real-Time Tracking and Reporting

We provided the client with tools to monitor performance in real time:

• Leveraged Marketo’s Schedule View for live webinar tracking.
• Enabled periodic data syncing from GoToWebinar to Marketo, ensuring updates were reflected promptly.
• Configured reports to analyze registration, attendance, and post-event engagement.

Best Practices for GoToWebinar Integration

1. Personalize Communication Through Segmentation

Use Marketo’s segmentation tools to tailor messaging for specific registrant groups:

• Example Segments:
  • Job title (e.g., decision-makers vs. end-users).
  • Repeat attendees or no-shows from previous webinars.
  • High-value prospects requiring customized follow-ups.

2. Automate Post-Webinar Follow-Ups

Enhance attendee engagement with behavior-based follow-ups:

• Attendees: Send a thank-you email with the webinar recording and next steps.
• No-Shows: Share the recording and offer another opportunity to engage.

3. Monitor Performance Metrics

Leverage Marketo’s reporting tools to analyze event success:

• Registrations: Total number of sign-ups synced with GoToWebinar.
• Attendance Rate: Percentage of attendees vs. registrants.
• Engagement: Post-webinar email opens, clicks, and conversions.

4. Align Marketing and Sales Teams

Ensure alignment by sharing real-time event data, such as attendance and lead scores, with your sales team. Set up instant notifications for timely follow-ups, increasing the likelihood of conversions.

Why This Works

Xgrid’s approach to integrating GoToWebinar with Marketo emphasizes scalability, automation, and personalization. By leveraging Marketo’s advanced features and aligning them with GoToWebinar’s capabilities, we created a unified system that simplifies webinar management and enhances audience engagement.