How do I bi-directionally sync unsubscribes between Marketo and Splash?

With the Splash <> Marketo integration, you can easily set up communication between the two systems, making sure that your guests’ unsubscribes are up to date!

Before we dive right in, let’s review what is possible in terms of handling unsubscribe preferences between Splash and Marketo.

It’s important to note that currently, being “unsubscribed from an event” is not a concept in Marketo Programs. So if someone unsubscribes to a single Splash event, there won’t be a field in Marketo to link this information. 


Here’s what’s already available with the Marketo V2 Integration Configuration:

When a guest unsubscribes from all of your company’s Splash events, or when a Splash user manually unsubscribes a guest from all of your company’s Splash events (via the “Block Outbound Emails” option within the Splash Guest List).

This data will sync innately within your Marketo V2 integration, if the following settings are indicated within your configuration:

  1. You must have “Unsubscribe from Organization” as a trigger.

  2. You must have “Unsubscribe from Organization” mapped to a “Contact” under Lead Field Mapping.


Quick FAQ

** But wait - how does my guest manage their subscribe preferences in the first place? A guest can manually unsubscribe themselves via any email that they have received from your organization. For more information about the guest experience, check out: How do I unsubscribe from an event? 

** Can I, as a Splash admin, re-subscribe a guest to my events within the guest list? Not at this time! If your guest accidentally unsubscribed from your company’s events, have them reach out to our team, and we can help them out!

** Heads up! If your guest unsubscribes and then resubscribes to your company's events, this information won't sync over to Marketo. Our team is working on an improvement that will facilitate this functionality. Stay tuned for updates!


Here’s what we can do with a Webhook Integration:

When you (as a Marketo Admin) unsubscribe / re-subscribe a Lead from your Marketo instance, we will need to set up a Webhook to facilitate this communication from the direction of Marketo → Splash. In other words, you should use a Marketo Webhook if…

  1. You are trying to sync unsubscribes from Marketo → Splash
  2. You are trying to sync re-subscribes from Marketo → Splash


Here’s how to set this up (You must repeat all steps to set up an unsubscribe and re-subscribe Webhook, respectively):


Step 1: Create the “Incoming Webhook Integration” in Splash

  1. We’ll start by heading over to your Integrations tab from your Events Dashboard
  2. Scroll to the bottom and click on the blue button labeled, “Add Integration”
  3. From the list available, select “Incoming Webhook”. Don’t have this option? Reach out to your Program Manager, or if you are the Program Manager, your Splash Customer Success Manager to gain access to this setting!
  4. Once you add the “Incoming Webhook” integration, you can re-name the configuration within the field labeled, Integration Name (see Image 1).
  5. Under the “Integration Action” dropdown, select either Unsubscribe or Re-subscribe (based on which webhook you are building) (see Image 1).
  6. Turn the configuration “On” via the toggle at the top right, and Save the configuration via the blue “Save” button at the bottom right (see Image 1).


Image 1 - Incoming Webhook Configuration


Step 2: Create the Webhook in Marketo

  1. In Marketo, navigate to your Admin page
  2. Select the “Webhooks” option underneath “Integrations” on the right hand side (see Image 2)

    Image 2 - Navigate to Webhooks in Marketo

  3. Create a new Webhook
  4. Under the field, “Webhook Name”, name your Webhook (see image 3).
  5. Under the field, “URL” (see image 3), paste the Webhook URL provided within the Splash Configuration (see image 2).
  6. Under the field “Template” (see image 3), paste the Sample Payload script provided within the Splash Configuration (see image 2).
    • Within that same Space, delete the line of text (including quotations) that reads, " , ," (see GIF 1).
  7. Click the orange button labeled, “Insert Token” (see image 3 and GIF 1).
  8. Type to search (and select) {{lead.Email Address}} (see image 3 and GIF 1).
  9. Select “JSON” under “Request Token Encoding” (see image 3).
  10. Select “JSON” under “Response type” (see image 3).
  11. Click “Create”.
  12. From the Webhook setup page, click on Webhooks Actions (see image 3).
  13. Select "Set Custom Header" (see image 3).
  14. Set the Custom Header to be "Content-Type" and value to be "application/json(see image 4).


Image 3 - Creating the Webhook in Marketo

GIF 1 - Creating the Webhook in Marketo

Image 4 - Adding a Custom Header in Marketo

Image 5 - Setting a Custom Header in Marketo 


Step 3: Now, we have to create a Campaign in Marketo to set up the rules for this Webhook (i.e. what to do, and when to do it!).

  1. Head to your Marketing Activities section of Marketo
  2. Create a New Smart Campaign
  3. Within that campaign, navigate to the “Smart Lists” tab (see image 6)
    1. Create a “Data Value Changes” trigger.
    2. Set the “Attribute” to Unsubscribed.
    3. Add a Constraint of “New Value” and set that to “True”. 
  4. Within that campaign, navigate to the “Flow” tab 
    1. Create a “Call Webhook” action.
    2. Under the “Webhook” field, type the name that you gave your Webhook (under Step 2, #4). It should appear as an option to select within the search results.
  5. Within that campaign, navigate to the “Schedule” tab 
    1. Click on the orange “Edit” button. 
    2. Set “Run each lead through campaign flow” to Every Time. Why? We want Splash and Marketo to be communicating every time an unsubscribe or re-subscribe happens.
    3. Click on the orange “Save” button.
  6. Click “Activate” at the bottom.
  7. Confirm Activation.


Image 6 - Setting up the Smart List in your Marketo Campaign

And -- that’s it! You’re all set up and ready to go.

So long as you repeat these steps to create a re-subscribe Webhook, Splash will always be updated every time your team manually unsubscribes or re-subscribes a lead in Marketo. Pretty cool, right?

Want to know what’s even cooler about the Marketo Webhook? If you have a Lead that unsubscribes to your instance, but then that Lead RSVPs to a Splash Event, the Webhook will let Splash know that this user is unsubscribed, and block outgoing emails. Talk about compliance!

Was this article helpful?
0 out of 0 found this helpful



Please sign in to leave a comment.