Connect CrowdPass with Marketo
Push CrowdPass event data into Marketo programs, smart lists, and lead scores
Marketo's program-based architecture maps perfectly to events. Each CrowdPass event becomes a Marketo program with its own success metrics, and every registration, check-in, and booth scan updates lead scores and triggers smart campaigns. Your demand gen team gets attribution data showing exactly which events drive pipeline without stitching together spreadsheets.
Automations you can build
Registration creates or updates a Marketo lead, enrolls them in the event program with a "Registered" status, and adds a configurable score bump. Smart campaigns triggered by program status changes can send confirmation emails and route leads to SDRs.
NFC check-in advances the lead's program status from "Registered" to "Attended" and adds a larger score increment. Marketo's engagement stream adjusts the lead's cadence based on the updated score, prioritizing event attendees for sales outreach.
Each badge scan adds the lead to a booth-specific smart list inside the event program. Smart campaigns triggered by smart list membership send exhibitor-branded follow-up emails within hours, and multi-touch attribution credits the event for any downstream pipeline.
Session scans log a custom Marketo activity with session name and track. Lead fields like "last_session_topic" are updated so smart campaigns can personalize follow-up content by interest area. Revenue Cycle Analytics ties these touchpoints to closed-won deals.
How event teams use this
Event program attribution for pipeline
A B2B software company creates a Marketo program for each CrowdPass event. Registration, check-in, and booth scan statuses feed multi-touch attribution. At quarter-end, the demand gen director reports that the user conference program influenced $2.4M in pipeline, justifying a 30% budget increase for next year.
Smart campaign segmentation by session interest
After a technology summit, Marketo smart lists segment attendees by the sessions they scanned into via NFC. Leads who attended security sessions receive a smart campaign with the security product demo offer, while those in the analytics track get a different nurture. Reply rates double versus the generic post-event blast.
Scoring acceleration for event attendees
A SaaS company adds 50 points for event check-in and 20 points per booth visit in Marketo. Leads who attend two events in a quarter cross the MQL threshold automatically and are routed to sales. The sales team reports that event-sourced MQLs convert to opportunities at 2x the rate of webinar-sourced MQLs.
Connect in 3 steps
No code required. Set up in under 5 minutes.
Log in to Zapier
Go to zapier.com and search for "CrowdPass" in the app directory. Connect your CrowdPass account using your API key from Settings > Integrations.
Choose your trigger
Select a CrowdPass trigger event: new registration, attendee check-in, NFC badge scan, lead capture, or form submission. Each trigger sends full attendee data.
Map your action
Choose the destination app and configure what happens. Map CrowdPass fields (name, email, ticket type, custom questions) to the app's fields. Test and activate.
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Ready to connect CrowdPass to Marketo?
Schedule a demo and we'll help you set up the perfect automation for your next event.