scalling your marketing team with InEvent and Marketo

Scaling your Marketing Team with InEvent and Marketo Integration.

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The complete platform for all your events

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Posted on April 4, 2019

The InEvent + Marketo integration has produced award-winning experiences for over a year. As our integration has evolved, this comprehensive guide demonstrates how to scale your Marketing Team with the countless possibilities available. Explore the depths of our integration with Marketo, and see firsthand how it can help you deliver beyond expectations.

Here is a rule of thumb: If your events team can’t communicate well with your marketing team, your entire marketing effort will be impacted. In the past, companies often used a single marketing platform for both teams, but those all-purpose solutions usually impeded the ability of the events team to scale. Fortunately, there are now great specialized solutions available on the market for both teams. Yet, your team will struggle to achieve its goals without integration between these platforms. This is why you need the InEvent + Marketo integration.


InEvent and Marketo have been the core integration for our customers that make use of it. To start your scaling process, you first need to contemplate a mutual management flow from which your marketing and event teams can benefit. With that in mind, the first integration aspect you need is to aggregate your Calendar on both platforms.

For every new event created on our platform, a Program will be created on Marketo:

InEvent integration with Marketo Programs
InEvent integration with Marketo Programs.

You can also create a base program that will be cloned whenever a new event is created. This allows you to have more flexible Marketo Programs by having Smart Campaigns on your base program to be passed along to your new programs. All aspects of your base program are used when our integration runs.

Aggregated Events Calendar

You now have our integration running smoothly, but you don’t want to export your event list from InEvent and your program list from Marketo to have an overall view of your yearly calendar. Since all InEvent events are created automatically on Marketo, you can visualize all events directly there!

InEvent aggregated calendar

There’s more: If you need to change any information on InEvent regarding one of your events, such as name, dates, and venue, these changes are updated automatically on Marketo.

Delivering your Event.

Using your smart lists on InEvent is now easier than ever; just select one of your smart or static lists available on your Marketo account to import a full list of leads to invite and RSVP at your event.

Membership status updates
Membership status updates.

All basic information of your lead is pulled, and their membership status on your Marketo Program is updated automatically.

Great! Now your leads will start filling in their registration forms. Doing it will change their status to Registered on both platforms, so you can keep track of everything happening on either platform. The same for leads that rejected the invitation; they’ll be removed from the member list. In case one of your leads unsubscribes from your marketing communication, our systems will automatically update their Unsubscribed status on Marketo and fill in a reason on their Unsubscribed Reason field.

We are in the digital age, so your guests expect to have an automated check-in system with a QR Code Badge Printing solution. By scanning their QR Codes on your self-service kiosk, they’ll receive a badge, and their membership status will be updated to Attended on both platforms.

Integration Cheat Sheet

  • New events create a new Program on Marketo automatically;
    • Cloning information from a base program is also available;
    • Smart Campaigns and other resources are also cloned;
  • InEvent events can be visualized directly on your Marketo Calendar;
  • Invites, registrations, and more are added automatically to your Marketo program;
    • Custom fields are also contemplated;
  • Importing leads from your Marketo static and smart lists;
  • Handle unsubscriptions on both platforms (two-way sync);
  • Update lead data on InEvent and sync back to Marketo;
  • Don’t worry about duplicates: InEvent handles it for you;

I’m ready. Let’s scale!

Our integration is available on our Full Plan, which you can use Today. If you’re not a customer and would like to scale your Marketing Team, take a look at all plans available and choose the one that fits you better. You can always talk to an expert here.

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