How to set up the Vidyard for Marketo integration

This article explains how to set up and get started with Vidyard’s integration for Marketo Engage.

Once connected, the integration makes it easy to capture viewer engagement in your Marketo lead records. You can then use video data to better qualify leads and power your marketing programs.

•   Use video data to improve your scoring models and move qualify buyers through the marketing funnel
•   Use video data to create smart lists and enroll leads in automated campaigns to keep them engaged – email follow-ups, nurture campaigns, schedule meetings
•   Capture new leads by adding Marketo forms to your videos as a CTA

Requirements

• You must be an Admin in Marketo
• Your user must belong to a team in Vidyard with permission to Edit Integrations and access to the folder where you want to set up the integration

Create new Custom Activities for Vidyard

Custom activities allow you to track an action a person has taken specific to your business. The Vidyard integration uses two (2) custom activities to represent how viewers interact with your videos: Vidyard Video View and Vidyard Lead Conversion

In order for Vidyard to write data to your lead records in Marketo, you need to create these 2 new custom activities for the integration.

Create new custom activities

1. Sign in to Marketo
2. From the main menu, select Admin > Database Management > Marketo Custom Activities
3. Select New Custom Activity
4. Using the values below, create two (2) new custom activities (one for Vidyard Video View and one for Vidyard Lead Conversion)

Add fields to custom activities

Add fields to your new Vidyard Video View and Vidyard Lead Conversion custom activities, respectively.

Make sure to review each field before you submit – all values are case and space sensitive. Any mistakes will cause an error when you connect Vidyard to Marketo.

1. Under Admin > Marketo Custom Activities
2. Select a Vidyard custom activity
3. Select the Fields tab, then New Field
   
4. Add the following Data Types, Names and API Names to their respective custom activities (Vidyard Video View and Vidyard Lead Conversion), then select Save

Approve your Custom Activities

Once the two (2) Vidyard custom activities have been created with their respective fields, approve both activities to activate them.

1. Under Admin > Marketo Custom Activities
2. Select Vidyard Video View and Vidyard Lead Conversion respectively
3. Select Custom Activity Actions > Approve Activity
4. Select Approve to confirm

Create an API-only role/user and LaunchPoint Service

A LaunchPoint Service authorizes third-party apps like Vidyard to integrate with your Marketo account. The service relies on an API-only user/role to define what data Vidyard has access to (read/write permissions).

Create a new Role

1. From the Admin menu, select Users & Roles > Roles
   
   
2. Select New Role
   • Role Name: Vidyard
   • Permissions: under "API Access" select Read-Write Lead and Read-Write Activity
3. Select Create to finish

Create a new user

1. From the Admin menu, select Users & Roles > Invite New User
   
   
2. Enter the following user information, then click Next
   
   • Email: apiuser+vidyard@[yourcompanyname].com
   • First Name: API
   • Last Name: User
   • Reason: Vidyard Integration
     
3. From the list of Roles, select the role you created for the integration (Vidyard)
4. Select the API Only checkbox, then click on Next

Create a new LaunchPoint Service

1. From the Admin menu, select Integration > LaunchPoint > New > New Service
2. Enter the following information, then select Create
   • Display Name: Vidyard
   • Service: Custom
   • Description: Vidyard Integration
   • Api Only User: from the dropdown menu, select the API user you created for the Vidyard integration (apiuser+vidyard@[yourcompanyname].com)

Connect Vidyard to Marketo

For data to pass from Vidyard to your lead records in Marketo, you need to authorize a connection (oAuth) between the two apps.

To establish the connection, you will need:

• Your Marketo Client ID and Client Secret (find these values in your LaunchPoint Service for Vidyard)
• Your Munchkin Account ID (go to Admin > Munchkin)
• Optional: a Partition Name (go to Admin > Workspaces & Partitions > Lead Partitions). Use this value if you want Vidyard to write data to a specific Partition within your Marketo workspace.

Choose a folder(s) to set up the integration

Consider which folder (or branch of folders) you want to apply the integration to in Vidyard. Where you apply the integration in Vidyard affects which videos you capture video view data for in your Marketo lead records.

Navigate to the folder where you want to connect Vidyard to Marketo. Select Admin > Integrations from the main menu. Your user will need access to the folder and the permission to Edit Integrations.

In the example below, you can see how the integration might be set up 2 different ways:

• a single folder: the "Pitches" folder does not contain any subfolders, so the integration only pertains to its videos
• multiple folders: both the "August Campaign" and "July Campaign" subfolders inherit the integration from the Marketing folder

Connect Vidyard to Marketo

1. Sign in to your Vidyard account
2. Select Admin    > Integrations from the main menu
   • If needed, select Change Folder to switch into the folder where you want to set up the integration
3. Click + Add next to Marketo Engage
   

   

4. Enter your Marketo Client ID and Client Secret, Munchkin Account ID, and optionally a Partition Name.
5. Select Connect to finish

Optional: allow Vidyard to create Leads

When the integration matches the identity of a viewer with an existing record in Marketo, Vidyard passes data to Marketo to display in the lead’s activity log.

Optionally, you can also configure the integration so that a new lead is created whenever Vidyard identifies a viewer that does not have an existing record in Marketo.

If a lead is created by Vidyard, Marketo will trigger a New Lead activity in their record where the modifying user is the same as the user created for the Vidyard integration (apiuser+vidyard@yourcompanyname.com).

1. Open the menu next to Marketo (the three dots), then select Update
   
2. Toggle Allow Lead Creation to ON
3. Select Update to finish

Add Marketo’s munchkin script to pages with your videos

Vidyard’s integration with Marketo works best when you add your Munchkin tracking code to the same web pages as your videos.

With both the tracking code and a video on the same page, Vidyard and Marketo work together to identify viewers and track video engagement on your lead records in Marketo.

• Marketo’s Munchkin code is automatically added to Marketo landing pages
• If you have external pages with videos (i.e. pages not hosted by Marketo), install the Munchkin code manually on those pages
• If you have Vidyard-hosted pages (e.g. branded sharing pages or video hubs), make sure to add the Munchkin code to your sharing page(s) or your video hub(s) as well.

Once the page is set up with your Marketo Munchkin code, add your video to the page using an embed code. We recommend either the inline or lightbox embed option.

Viewer Activities in Marketo Lead Records

Whenever a viewer watches a video and becomes identified, Vidyard writes a series of Video View activities to the lead’s record in Marketo. A Vidyard Video View activity indicates how much of the video the lead watched (0, 25, 50, 75, 100%).

Whenever a viewer submits a Vidyard form on a video, Vidyard writes a Lead Conversion activity to their record in Marketo.

Video view data in Marketo

Along with each Vidyard Video View and Vidyard Lead Conversion activity that appears on a lead’s read, Vidyard writes a detailed set of video data to Marketo that you can use in your lead scoring model and Smart Campaigns.

Select the ID next to either the Vidyard Video View or Vidyard Lead Conversion activity to see granular video data.

Vidyard Video View ⁠— activity details

Watched Vidyard Video contains a set of information associated with a lead’s video view, primarily what video was watched, for how long, and its embed location.

Vidyard Lead Conversion ⁠— activity details

Vidyard Lead Conversion is a set of information about the video that contains the submitted Vidyard form, including its name and embed location.

Troubleshooting & FAQ

Can I connect Vidyard to more than 1 Marketo workspace?

Yes, you connect the same Vidyard account to more than 1 Marketo workspace or more than 1 partition within the same workspace.

Here are a few points to consider based on your use-case:

• If you want to connect to a separate workspace, make sure to follow the instructions to create Custom Activities for Vidyard, a LaunchPoint Service, and an API-only user with the correct permissions for the integration.
• In Vidyard, each connection with Marketo (whether the same or different workspace) must be set up in a separate folder.

To connect Vidyard to a second Marketo workspace or partition:

1. Select Admin  > Integrations from the main menu
   • Click on Change Folder to switch into a different folder
2. Select Add next to Marketo Engage
   • If the folder you want to connect already inherits an existing integration with Marketo from another folder, select Override.
3. Enter your Marketo Client ID, Secret, Account ID, and Partition Name (optional)
4. Select Connect to finish

Verify data is passing to Marketo

Not seeing Video View or Lead Conversions activities in Marketo? Here’s a quick checklist to ensure all the moving pieces line up correctly:

• Double-check the status of the connection between Vidyard and Marketo.
  • Go to Admin   > Integrations in the Vidyard and look for any error messages
  • If needed, Delete the integration and re-establish the connection
    
    
• Make sure the video that is being watched belongs to a folder where Vidyard is connected to Marketo
  
  
• Make sure that your video is embedded on the page using either the inline or lightbox embed codes. The iframe embed, for example, does not include Vidyard’s javascript library (https://play.vidyard.com/embed/v4.js) that is required on the page for this integration to work.
  
  
• Make sure the page where the video is embedded uses your Munchkin tracking code. If the viewer has been assigned a Marketo cookie in the past, the script allows Vidyard to look up the email address of the existing contact and pass video view data to their record.
  
  
• If you are using Partitions in Marketo, make sure you’re looking for data from Vidyard in the right part of your workspace’s database.
  • Go to Admin   > Integrations in Vidyard, then select Update from the menu next to Marketo.
  • Double-check the Partition Name is correct. Check Marketo’s lead database in the corresponding Partition.