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Marketo is the go-to tool for a lot of marketing teams out there, which is why we're proud to say that Splash is Marketo certified! It's also why we’ve taken such care in creating our reimagined Marketo integration. The overall structure and workflow of the integration is a logical consequence of the way that each platform is built and the problems that they each solve. It has three essential parts to consider:

1. Representing Splash events are Marketo programs
2. Synchronizing event guests as program members, bi-directionally
3. And sharing additional crucial data via Marketo tokens.

 Learn more about the Marketo integration in the video below.

When an event is created, the integration creates a program in Marketo by cloning a designated template. Additional data from the event is sent over as Marketo token values, which will then be updated wherever they appear and be filled in with that new information. Whenever your event has new guests or guest statuses update, their counterpart members in Marketo will update as well – and vice versa, if you have bi-directional behaviors turned on. In the rest of this guide, we will show you how to set up this integration in Splash:

• Accessing credentials
• Configuring trigger behavior
• Cloning program templates
• Utilizing tokens
• Program channel mapping
• Mapping leads

By the time you’ve reached the end you’ll be equipped with the skills you need to leverage Marketo’s powerful automation features with Splash to make smarter event decisions.

With the latest update to the Splash-Marketo integration, you can now sync event-specific data, like RSVP answers and preferences, directly to the Program Member object in Marketo, alongside Leads. This helps keep your event details organized and prevents them from cluttering general lead data, making reporting more accurate and relevant.

You now have the flexibility to map data to Leads, Program Members, or both. The integration setup lets you choose this option, and if you're an existing user, you'll need to enable Program Member mapping syncing manually (separately).

This update makes it easier to manage event data and enhances your ability to track important details for each event. As you move through the rest of the guide, you'll learn more about how to configure and make the most of these new features.

Let's begin! Start by authenticating your Marketo integration.