IN THIS ARTICLE
Overview
The Marketo Field Mapping feature allows you to map Livestorm people attributes to your Marketo Leads and/or Program Members fields. Using this feature, you can push standard and custom people attributes from Livestorm to Person/Program Member fields in Marketo. For more information about custom people attributes in Livestorm, refer to this article.
Make sure first your event registration forms are set up to collect the Livestorm attributes mapped to Marketo Leads or Program Members. If you aren’t collecting registrant data properly for your mapped properties, no data coming from registrants can be sent to Marketo.
Default Mapping
Once you have enabled the Marketo integration on your workspace and attached the Marketo Program to your Livestorm event (see here), we apply a default synchronization between Livestorm standard attributes and standard Marketo fields, called default mapping.
The default mapping concerns two levels in Marketo: the Lead fields and the Program Member fields. On the Livestorm side it only concerns the registration attributes. To map attendance or engagement data, please proceed to the program member field mapping section.
At the Lead (also called Person in Marketo) level, the following default mappings are already set up:
| Livestorm people attribute | Marketo Lead Field (API name) |
| first_name | First Name (firstName) |
| last_name | Last Name (lastName) |
| Email Address (email) | |
| company | Company Name (company) |
| job_title | Job Title (title) |
| address | Address (address) |
| city | City (city) |
| country | Country (country) |
| phone | Phone Number (phone) |
| Marketo Social Twitter Id (twitterId) | |
| Marketo Social Facebook Id (facebookId) | |
| Marketo Social LinkedIn Id (linkedInId) | |
| website | Website (website) |
For Program Members, only one Marketo standard Program Member field is already set up:
| Livestorm people attribute | Marketo Program Member Field (API name) |
| Connection Link (connection_link) | Webinar URL (webinarUrl) |
Configuring Lead Custom Fields Mapping
If you want to map your lead data between Livestorm and Marketo, you can define a custom mapping with any Livestorm attribute linked to a Marketo Lead field. We propose a wide variety of attributes on the Livestorm side: registration data entered by your registrants (including custom attributes), technical information of the visitor's browser (country deduced from IP address, browser info, UTM, …) and also the attendance data (attendance rate, number of questions, …) specific to the participant during the Livestorm session. You can open the mapping page to have the full list of available attributes.
For the complete overview of our integration with Marketo, feel free to read our dedicated article. This section shows you how to define the custom mapping of your choice between Livestorm attributes and Marketo Leads fields.
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- After your Marketo integration is set and enabled, you can click on Map contact attributes (check the ⚙️ icon).
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- You can see the current Lead fields mapping in the first section.
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- To add a new attribute to map, click on the blue button Map an attribute.
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- Then choose a Livestorm attribute from the drop-down list (you can also start from the right and select a Marketo Lead field first). Be careful to select compatible types of Livestorm attributes and Marketo fields: for instance you can’t push an integer from Livestorm into a Marketo datetime field. To avoid mistakes, non-compatible fields will be greyed out.
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- Click on the blue button at the bottom right of the page to save your mapping. If you need to remove a mapping already configured, just hover over the row and click on the trash icon on the right.
If you want to always send the same value instead of a value coming from a Livestorm attribute, you can enter a default value. Simply follow these steps:
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- Add a new mapping row by starting on the right with the Marketo Lead field and search for a value in the Livestorm column.
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- Press the button to use the {value} as a default value:
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- Then click on Save at the bottom of the page. The row will indicate “Default value” with a Text type. And you’re all set! The value you have entered will be pushed for any Livestorm event!
Configuring Program Member Custom Fields Mapping
If you want to synchronize data at the Program Member level it’s also possible! Just repeat the steps described above for the Lead fields. It’s highly recommended to store data that is “Livestorm session related” at the Program Member level, which varies from one Livestorm session to another: such as connection link, UTMs or attendance rate of the session.
Bear in mind that Marketo imposes a maximum of 20 Program Members custom fields, so choose the new custom fields you need wisely. Below we show an example with the password key of the registrant mapped to a Program Member field:
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- Click on the map an attribute button.
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- Select the Livestorm attribute of your choice (use the search tool if needed). Here we use a standard Livestorm attribute called “Password key”, but it could be any other custom attribute.
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- Select the Marketo Program member field. Here we use a standard Program Member field called “Registration code”.
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- Save your mapping for the Program Members. And voilà! You are all set to send Livestorm data to your Marketo Program Member fields.
FAQs
- Can I push the Livestorm connection link to a Marketo custom field?
- Yes! By default the Livestorm connection link of the registrant is mapped to a standard Program Member field (see default mapping section above). But you can change this default mapping and also define a new one in order to map the Livestorm connection link to any standard or custom field of your choice on your Marketo account (on the Lead or Program Member object).
- When is the data synchronized from Livestorm to Marketo?
- The Livestorm attributes are pushed to Marketo when someone registers to an event, a session this person was registered for has ended and whenever this person watches a replay or an on-demand event.
- What is the update policy to overwrite or not existing fields’ value?
- In order to not tamper with your existing data in Marketo, Livestorm will always only update when the target field is empty. Meaning we will only update your Leads and Program Members fields in Marketo if they are not already filled.
- What’s happening for duplicate leads?
- In case of duplicate records (same email address) in your Marketo Leads database, our Field Mapping feature will use the oldest record found corresponding to that email and update it, the other record(s) won’t be updated.
- Can I synchronize UTMs parameters to Marketo?
- Yes, Livestorm natively proposes the 5 UTMs as attributes. Simply map these 5 attributes to the Marketo fields where you need the data. By default, Marketo provides system fields at the Lead level to store the UTMs (the wording does not contain “UTM” , check the official documentation if needed). You can also create custom fields in Marketo for this.
- Can I only map fields from a form (from the registration page)?
- Not only form fields! You can also map technical data (such as the browser or the country of the attendee) and attendance/engagement data (such as the number of polls answered or the attendance rate) check here for to discover all the data you can map. This mean you can also use the attributes mapping if you use a registration from Marketo forms.
- How can I view the data sent from Livestorm into Marketo?
- To view data for your Leads, go in the the Database tab in your Marketo account, search for a Lead and click on it. You will be redirected to the “All people” System Smart Lists, where you can double click on the Lead to see the relevant fields in the Info section.
- To view data for your Program Members, go to the Marketing Activities tab in your Marketo Account and then reach your Program and click on the Members tab. You have a default view with some Program Members fields. If the fields you wish to review do not appear in your list, you may need to manually add them to your list view or to create a new list view.
- What happens when a Livestorm or Marketo field used in the mapping is deleted?
- While it’s not possible to delete a Marketo field (they can only be disabled), you can delete Livestorm custom attributes. It you delete a Livestorm custom attribute, Livestorm will remove this attribute before sending data to Marketo to avoid introducing broken values. You will be asked in the interface to use a new valid attribute before saving your mapping again.