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Wistia and Marketo Integration

Set up the Wistia Marketo integration to nurture prospects and send personalized automation based on how they interact with your content.

Caroline F avatar
Written by Caroline F
Updated today
Marketo | Marketing Automation Partner | Intelligent Demand

Connect the Marketo integration in Wistia

Note

To connect the Marketo integration, you must be an Account Owner or Manager on an Advanced or Premium Wistia plan.

There are a few required pieces from Marketo in order to send leads and play data from forms in Wistia.

In total, you'll need:

  1. Client Id

  2. Client Secret

  3. REST API Endpoint

  4. REST API Identity

Marketo has detailed documentation on how to complete each step.

Once you've created your Custom Service, click "View Details" on your new service to get your Client ID and Client Secret.

Next, in Marketo, click into the "Admin" tab, scroll down to the Integration section, and select "Web Services." There is a REST API section here with your Endpoint and Identity.

In Wistia, head to the "Integrations" page in your account settings. In the "Marketing Automation" tab, select Marketo. You'll be directed to a new page to start setting up the integration.

Click the blue "Set up" button to open the connection modal, where you'll be prompted to enter the details you've obtained from your Marketo instance.

Tip

You’ll also see an option to connect your Design Studio URL. Marketo is now allowing and encouraging users to load in form scripts from a custom CNAME (or Design Studio URL). If you are using a custom CNAME, you’ll want to enter this in the Design Studio URL field. When a Design Studio URL is added, Wistia will load the script from that URL instead of the generic URL. As a heads up, you only need to use this URL if you’re using a custom CNAME. If you’re not using a custom CNAME, please feel free to leave the Design Studio URL field blank. Instructions for finding and customizing your CNAME in Marketo can be found here.

Once you've filled out all required fields, click "Connect." In the new window, you'll be prompted to select or sign in to the desired Marketo instance.

Once connected, you'll be directed back to the integration setup page, where a green "Connected" button will indicate if the integration has been connected successfully.

Note

If you're using a Marketo form to collect leads, Marketo does not need to be connected as the primary integration in order for data to be sent. However, Marketo will need to be connected as the primary integration when using a Turnstile connected to a Marketo list.

Set up your website for Wistia - Marketo tracking

With your Wistia and Marketo accounts connected, you can set up your webpages for tracking to start getting leads and engagement data flowing from your website to Marketo. There are a few pieces required to set up tracking on your webpages.

  1. First, you’ll need to have a media embedded on your website. Here’s how to do that.

  2. You’ll also need to make sure Marketo’s Munchkin tracking script is on the same page as your media.

  3. Finally, you’ll want to include a Marketo form or Turnstile somewhere in the mix to make sure your leads are properly identified. If you’re embedding a video, you can overlay the form on that. Otherwise, the form can just be on the page with your embedded media. In fact, the form can even be on a different page, and if it’s completed after playing a media then all prior views in that browser will be sent to their Activity Log as well.

The key here is that a form or Turnstile submission on a page with the Munchkin tracking script must happen at some point in that browser to set the proper Marketo cookie.

For anonymous users who later become known, this is how Marketo will identify a “known lead.”

Wistia does not have any concept of who is or isn’t a known lead in Marketo, as that data is not being sent to Wistia from Marketo.

The whole transaction relies on the Marketo cookie being present to identify who the lead is and where to send their engagement data.

Collect leads from videos with Marketo forms

You can add forms created in your Marketo account to your Wistia videos. They’ll act exactly the same as Marketo forms, except they’ll appear in your video like a Turnstile or CTA.

Once the integration is enabled, a Marketo form section will appear in the Customize panel. Here, you can choose which form to display in your video either by selecting it from the drop down list or entering the form’s name.

You'll also choose when to display it, and can add helpful prompt text to encourage viewers to complete your form.

Note

Make sure that your Marketo Forms settings are adjusted so that fields like Lead Source aren’t updated on every form submission.

Collect leads from videos with turnstile

With your Marketo and Wistia accounts connected, any Turnstile submissions will get passed to Marketo as new leads with the lead source set to "Wistia Video: (name of video)."

To get started with Turnstile, go to a video page in your Wistia account and open the Customize panel.

When you add a Turnstile to a video, select one of your Marketo Static Lists to send leads to. Afterwards, we’ll start passing those Turnstile submissions into the list of your choice!

If an identified lead in your Marketo account fills out a Turnstile, only missing fields will be updated. For example, if an email existed for a lead, but not their first and last name, those fields will be added.

Tip

All of a person’s engagement activity from before they entered their information into a Turnstile will be associated with their lead record, so you can see exactly what the path to conversion was in the lead’s Activity Log in Marketo. In addition, if that person has any unidentified historical viewing and listening data in Wistia, it will be retroactively identified.

Note

Turnstiles and Marketo forms cannot be added to audio files. If you’ve added a Subscribe button to your Channel, new subscribers will still populate in Wistia and in a Marketo list if you’ve selected one for your Subscribe form. If you’re embedding an audio episode individually, you’ll want to make sure that a Marketo form takes a visitor to a page with an audio episode upon submission, or that there is a Marketo form on the same page as your audio episode. The Marketo integration currently sends % Watched data, which applies to your audio files as well.

Marketo tracking requirements

The table below compares the technical requirements for successful tracking using a Marketo form or Turnstile.

Form selection

Integration set to “Primary” in Wistia

Video embedded outside of Wistia

Marketo tracking code

Wistia script

Marketo

Not required

Not required

Not required

Required

Turnstile + Marketo list

Required

Not required

Not required

Required

Connect webinar registration

If you’re using Wistia's webinar feature with registration enabled, you can send registrants to your Marketo instance, either through a Wistia or Marketo form. From your webinar's page, click the ellipsis menu, and select "Edit event info."

From here, click into the "Settings" tab and toggle registration to "On." Select "Wistia form" to open up more details about your registration form.

Click the Marketo form option, select a Marketo form for your webinar registration, and click "Save."

To select a Marketo list for registrants, click "Audience" from your webinar's page and select "Connect." Choose your Marketo lists for registrants and attendees, and click "Connect to Marketo Lists."

Refer to our Live documentation for more information on connecting your webinar to Marketo.

Audio, Channels, and Marketo

Tracking listening data for podcast episodes or other audio files works somewhat differently from tracking videos since you can’t add a Turnstile or a Marketo form directly to an audio embed.

That said, a Turnstile or form submission is always necessary to successfully identify listeners as known leads, so they’re still a part of the equation here. There are two methods for tracking listening data.

The most reliable way is to embed a Marketo form on a landing page. On submission, have the form direct the visitor to a page where your individual audio episode or audio-only Channel is embedded. You’ll want to ensure that both the page with the form and the page with the embed have Marketo’s Munchkin tracking script on it.

The other option is to embed a Marketo form itself on the same page as the episode or Channel. This is less reliable since a user may listen to your content without submitting the form, in which case they wouldn’t be identified or tracked. Again, this page should have Marketo’s tracking script on it.

Channel subscribers

When visitors subscribe to a Channel, they’re prompted to fill out their name and email address similar to how they would for a Turnstile. However, subscribing to a Channel won’t identify a user as a known lead for the purposes of tracking listening data.

You can sync your subscriber list with a Marketo list, but this will only send contact data to Marketo, not tracking data. Users still have to be identified by a Turnstile or Marketo form in order for listening data to be tracked.

Use play data for marketing automation with Marketo

There are countless ways that you can use your play data in Marketo for marketing automation. For example, if someone plays at least 50% of a specific media, you could automatically send them a followup email.

Or, if a visitor completes a Turnstile, have a salesperson get to notified to follow up with new leads from a specific list.

Here are a couple of other options, out of many!

  • Automatically add leads to a Marketo List via a native Marketo form in your videos.

  • Create Smart Campaigns based on engagement data, including scoring, triggered email, alerts to sales, and Interesting Moments.

  • Be a multimedia marketing superstar 🌠

Let's go through the steps of how you can set up a Smart Campaign and get this automation going.

  1. Head to the Marketing Activities section in your Marketo account and choose "New Smart Campaign."

2. After you create a new Smart Campaign, choose a folder, and give the campaign a name. You can also add a description if you'd like.

3. From your campaign screen, click into the "Smart List" tab. Here, click "Triggers" from the panel on the right.

4. All events related to how people interact with your content are recorded as “Visits Web Page” triggers in Marketo. The details of the type of event will be in the Trigger’s Detail description. So, find the Visits Web Page trigger, and drag that into the “Drag triggers and filters from the right” area.

5. Now it’s time to define the specific media event trigger. If you were interested in running automation when a person plays 50% of a specific media, then you’d tell Marketo to set the trigger to Web Page — > is — > website.com - Wistia Video - “title of video” - 50 Percent Watched.

Tip

If you're having trouble with this method, try something like Web Page  — > Contains  — > Wistia Video - “title of video” - 50 Percent Watched instead.

Alternatively, you can set broader triggers for when an event occurs on any media across your website. For example, Visits Web Page — > contains — > 50 Percent Watched or, contains — > Played. This is particularly helpful for scoring, as you won’t have to specify each media name.

6. Once you’ve picked the right event for the right media, move onto the Flow step.

That’s all Marketo’s domain, so check out the Marketo documentation for details.

You can choose from a number of media event triggers to build your automation:

  • Played

  • 25 Percent Watched

  • 50 Percent Watched

  • 75 Percent Watched

  • 100 Percent Watched

There are also a lot of other things you can automate, such as:

Note

The following characters will not be displayed in Marketo if they are included in your media titles: & :

Send email marketing embeds to Marketo leads

Email is a wonderful way to engage with your customers (and future-customers). sending emails with thumbnail links is a great way to boost engagement. Using a Wistia email marketing campaign link, when people receive your email and click through to play the video, their email addresses will automatically pass through to your Wistia analytics.

Note

This feature is not yet available for podcast episodes or audio files.

Marketo integration troubleshooting

Is the media embedded on a page where the Munchkin tracking script is present?

The integration relies on Marketo’s Munchkin tracking script to sync viewing and listening data to Activity Logs. Third party scripts cannot be added to a Wistia media page. As a result, medias must be embedded on your site for the integration to work.

Is E-v1 present on the page?

If you are using an iframe embed on your page, it’s possible that your CMS has removed the E-v1 script from the embed. E-v1 is the Wistia JavaScript file and is essential for data transfer. The E-v1 script is found after the <iframe> element of the embed and looks like this:

<script src="//fast.wistia.net/assets/external/E-v1.js" async></script>

If there isn’t an instance of E-v1 outside of the iframe, the Wistia and Marketo scripts will not be able to get the correct information from each other.

The good news is that this is easy to fix by adding the E-v1 script to your page. We recommend adding it to the <head> element of your page.

How do I track listening data if I can’t overlay a Turnstile or Marketo form right on an audio episode?

Even though you can’t put a Turnstile or a Marketo form on an audio episode, it’s still necessary that your listeners submit one for tracking to work. The good news is that Marketo tracking can cast a wide net.

As long as the Turnstile or form is submitted on a page with Marketo’s Munchkin tracking script, and as long as your audio episode is embedded on a page with the tracking script, then we can capture listening data from your audience and send it to the correct contact record in Marketo. They can be the same page or different pages - tracking will work either way.

A surefire way to guarantee tracking is to embed a Marketo form on one page and on submission, have it take the user to another page where the audio episode is embedded. The great thing about Marketo tracking though is that even if a user doesn’t fill out a Turnstile or form until after they listen to your audio episode, Marketo will backfill the listening data once the user is identified.

Blank Marketo forms list in Wistia

If you’re seeing a blank list instead of your forms in the Marketo form dropdown within the Customize menu, this is likely because of insufficient permissions granted to your Marketo API User. To solve this, you’ll need to go into your Marketo account and navigate to the Admin page. You can modify the permissions in the Users & Roles section, specifically in the Roles tab.

The Roles tab allows you to modify the permissions for the API user you’ve entered in your Wistia-Marketo integration. There are a lot of different permissions you can grant, but the key permissions to get your forms appearing are the Access Admin and Access API permissions. Make sure that those are checked, and save the user to update their permissions.

marketo edit role

Form style looks incorrect

If you’ve added custom styles to your forms, it’s possible that they will affect the styles within your Wistia media page or pages where the media is embedded. This is because those styles are injected in a blank <style> element to the page. Sometimes, those styles may appear differently than expected when the form is embedded directly into a Wistia video.

We recommend using the default Marketo themes for forms when possible. If you need to add styles to your forms, try to avoid the use of tools like !important attributes. This will help minimize potential CSS conflicts.

Still not working? We’re happy to take a look! Give us a holler, and we’ll jump on the case.

What API permissions does a Marketo role need?

If you are looking to set up specific security measures for your Marketo API role to only provide the minimum access necssary, then the following permissions will be needed for our integration to function:

  • Access API

    • Read-Only Assets

    • Read-Write Activity

    • Read-Write Activity Metadata

    • Read-Write Person

    • Read-Write Schema Custom Field

    • Read-Write Schema Standard Field

Those permissions will cover everything Wistia needs in order to pull in Marketo lists and forms, collecting leads via Turnstile, and sending viewing and listening data over to Marketo as lead activity.

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