Enhancing Virtual Event Management with Zoom-Marketo Integration

Client Background

A global marketing automation company faced challenges in managing virtual events efficiently. Their goals included simplifying event registration, tracking attendee engagement, and improving lead nurturing through personalized post-event follow-ups.

Solution

The company implemented Zoom-Marketo integration to create a seamless event lifecycle process. The integration enabled them to automate event registration, track attendee engagement, and personalize follow-up communication directly within Marketo.

Implementation Steps:

Event Creation:

Webinars and meetings were created in Zoom, with registration forms synced to Marketo landing pages.

Data Sync:

Real-time data synchronization captured key metrics, including attendance duration and poll participation.

Automated Workflows:

Post-event workflows triggered targeted follow-up emails based on attendee participation levels.

Lead Scoring:

Engagement data from webinars was used to enhance lead scoring models.