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:

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.

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.

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.

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.

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.

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.

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

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.

Tracking listening data for podcast episodes or other audio files works a bit 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.

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.

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!

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

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.

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:

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

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.

Learn all about email marketing with Wistia.

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.

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.

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.
​

To guarantee tracking, 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.

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:

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.

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.

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

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