Connect your webinar to your Marketo instance using either a native Marketo form or a Wistia Form connected to a Marketo list. We'll outline both options, along with their benefits and limitations below.
Choose a registration form
You can collect webinar registrations in Marketo in two ways:
Wistia form + Marketo list (recommended): Registrants are stored in Wistia and sent to your connected Marketo list. Attendance, poll responses, and Q&A responses are sent to each contact's Activity Log in Marketo.
Marketo form: Registrants are stored only in Marketo. Wistia can't send attendance data, registration emails, or reminders.
Whichever form you choose, Marketo must be connected as your primary integration.
Use a Marketo registration form
To use a Marketo form for your webinar registration, Marketo must be connected as your primary integration.
Create a new webinar. In step 3 of the "Webinar setup" modal, enable registration, select "Marketo form," and choose a form from the dropdown.
Note
Once you select a Wistia form or a Marketo form for a webinar, the form type is locked. You can still choose a different Marketo form from the dropdown, but you can't switch to a Wistia form. To use a different form type, create a new webinar.
Any data submitted through a Marketo registration form is sent directly to Marketo, but is not stored in Wistia. Since Wistia does not store submission data, we cannot send webinar registration reminders or determine whether an event attendee has previously registered.
Use a Wistia registration form with a Marketo list
Connect Marketo as your primary integration. Leave the option to sync attendee data turned on (it's on by default).
Create a new webinar. On step 3 of the "Webinar setup" modal, enable registration and select "Wistia form."
On the webinar's Audience page, connect the Marketo list you want to send registrants to.
If you connect or change the list after people have registered, existing registrants are automatically sent to the new list.
Registrant data in Marketo
When using a Marketo form, registrant data is sent to Marketo but not to Wistia.
The following data will also be sent to Marketo when using a Marketo registration form:
Custom questions
Registration date
Referral URL by registrant
UTM by registrant
Attendance data in Marketo
When using a Marketo form, attendance data isn't sent to Marketo, and registration analytics aren't available in Wistia. Marketo is your source of truth for registrant totals. Aggregate Audience Funnel data is still available on the Webinar Recap page.
Wistia can't send registration confirmation or reminder emails for registrants who sign up via a Marketo form. Send those emails, including your webinar link, directly from Marketo.
Registrant data flow comparison
Note
Attendance, poll, and Q&A data is sent after the webinar ends, once the recording is ready (usually about an hour after).
| Wistia form | Marketo form |
Registrant contact information (first name, last name, email) | ✅ Stored in Wistia and sent to connected Marketo list. | ✅ Stored in Marketo only. |
Attended (Y/N) | ✅ Stored in Wistia and sent to contact's Activity Log in Marketo. | ❌ We cannot capture or send identifiable attendee data to Marketo. |
Wistia pre-set additional fields (i.e. company name, country) | ✅ Stored in Wistia and sent to connected Marketo list. | ❌ Not applicable (specific to Wistia forms). |
Custom questions | ✅ Stored in Wistia and sent to connected Marketo list. | ✅ Sent to contact's Activity Log in Marketo |
Registration date | ✅ Stored in Wistia and sent to connected Marketo list. | ✅ Sent to contact's Activity Log in Marketo |
Referral URL by registrant (e.g., facebook.com) | ✅ Stored in Wistia and sent to connected Marketo list. | ✅ Sent to contact's Activity Log in Marketo |
UTM by registrant (campaign, source, medium) | ✅ Stored in Wistia and sent to connected Marketo list. | ✅ Sent to contact's Activity Log in Marketo |
Poll questions and responses | ✅ Stored in Wistia and sent to contact's Activity Log in Marketo. | ❌ Not sent to Marketo. |
Q&A responses | ✅ Stored in Wistia and sent to contact's Activity Log in Marketo. | ❌ Not sent to Marketo. |
Wistia Live Last Registered Event Name | ✅ Sent to connected Marketo list. Applies only to events created after February 3, 2026. | ❌ Not sent to Marketo. |
Wistia Live Last Attended Event Name | ✅ Sent to connected Marketo list. Applies only to events created after February 3, 2026. | ❌ Not sent to Marketo. |
Troubleshooting
If attendee data, poll responses, or Q&A responses aren't showing up in Marketo:
Confirm the webinar uses a Wistia form. Attendance data can't be sent from a Marketo registration form.
Wait for the recording to finish processing. Attendance data is sent about an hour after the recording is ready.
Reconnect Marketo. Disconnect and reconnect the integration, and make sure the option to sync attendee data is turned on.
Re-sync after editing form fields. If you changed a custom question on your Wistia form, disconnect and reconnect the Marketo list. See Re-sync marketing integrations.
If data is still missing, contact our Support team with a link to your webinar.