Web conferencing, web collaboration, webinars, webcasts… whatever terminology you want to use, they’re big business right now, especially for marketers who are consistently being asked to do more with less.

It’s no wonder that virtual event platforms and marketing automation have become a common pairing – like digital milk and cookies.

One allows marketers to get their message out to a large audience in a cost-effective way and the other automates repetitive (and often time-consuming) tasks…

…creating a 1-2 punch of more effective marketing.

Adobe Connect, a best of breed web conferencing platform, has partnered with Marketo, a best of breed marketing automation platform, to create a formidable integration that has marketers flipping their wigs.

In its initial release, the integration was pretty straightforward: it bound Marketo events to Adobe Connect virtual venues. However, the user experience wasn’t seamless. Marketo administrators either had to include the registrants’ login and password in the body of event communications or lean on Adobe Connect to send an email with the registrants’ login and password. Then, at the time of the event, the user had to locate that login and password and enter them correctly in order to gain access.

Simple, right?

Not so much.  Murphy ’s Law often prevailed and participants were either unable to access the event or entered incorrect information to gain entry. It was frustrating for attendees as well as event administrators, whose report data was affected by the incorrect information supplied by attendees.

Marketers, rejoice. On Wednesday, March 26th, 2014 Marketo rolled out an enhancement to their Adobe Connect adapter that provides for seamless, one-click access to Adobe Connect meeting and seminar rooms via Marketo communications.

User Experience Enhancements

A user can now register for an event and simply click on the hyperlink included in the registration confirmation and/or reminder and be pushed directly into Adobe Connect.

No more digging through inboxes to locate a login and password, no more confusion around what gets entered where, and no more bad data.

Big Data and Back End Enhancements

For you, the marketer, this adapter will allow you to manage your webinar events, push registration information captured on a Marketo landing page to Adobe Connect, and pull attendance information automatically into a Marketo event.

It’s simple, clean, and leaves no room for error.

What more could you ask for?

Seriously, let us know.  We want to hear from you.

How to Get Started

The Adobe Connect adapter is native to Marketo and doesn’t require any additional purchase. Find it as a new service in your Admin panel. For detailed instructions on how to set up the adapter, see page 5 of the Marketo Adobe Connect Adapter User Guide.

Contributing Author

Mike Kordell
Enterprise Account Manager

Mike is one of InteSolv’s creative technologists. He’s got a passion for excellence and is skilled in the art of achievement.
“I’m here to help you own your moment! Don’t survive – thrive.” 

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According to the 2013 B2B Content Marketing Benchmarks-North America: CMI/MarketingProfs, webinars are one of the top three most effective marketing tactics. But not just any old web collaboration platform will do. Make the most out of your online delivery with immersive technology and engaging features. Reach out and let us know your interest. We can start out with a simple discovery call.
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