Note: Your Marketo administrator must complete Folloze + Marketo Connector Setup setup before these options will function properly. Learn more about setup in this article.

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Marketo Setup: Preparing Marketo Programs

Step 1: In your Marketo Admin tab, navigate to Tags category and create the required channel(s):

• For engagement tracking: Create a "Folloze" channel with the default Folloze engagement statuses: Visitor, Viewer, Super Viewer, and Clicker.

• For event tracking: Create a "Folloze Webinar" channel with Folloze supported event statuses: Registered, Attended, and Viewed Recording (Additional Marketo event statuses such as Waitlisted and no Show can be kept but will not receive data from Folloze).

Step 2: Create your Folloze program(s) in Marketing Activities->Designated Folder->New-> New program:

• Engagement Program: Create a "Default" program type using your Folloze channel

• Webinar Program: Create an "Event" program type using your Folloze Webinar channel

 

Board Setup: Connecting Your Board to Marketo Programs

Step 1: In your Folloze Board Settings (cog icon), navigate to the Integrations tab. You will see your Board level Marketo settings.

Step 2: Enable the program type that matches your campaign:

• For engagement campaign: Enable "Report visitor status to an Engagement program"

• For webinar campaign: Enable "Report visitor event status to a Webinar program"

Step 3: Select your program identifier:

• Program Name: Enter the exact Marketo program name, or leave it blank and Folloze will create a new program using your Board's name by default.

• Program ID: Enter your Marketo program’s numeric ID (recommended).

 

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Program Types Overview

Engagement Programs

Purpose: Track content consumption and CTA interactions throughout the buyer journey.

Folloze Engagement Status Logic:

• Visitor: Landed on Board, no content interactions

• Viewer: Viewed 1-2 content items

• Super Viewer: Viewed 3+ content items

• Clicker: Clicked any Action Button (CTA)

Webinar Programs

Purpose: Manage live event lifecycles from registration to post-event follow-up. 

Event Status Logic:

• Registered: Submitted event registration form

• Viewed Recording: Watched on-demand recording after the event

• Attended: Participated in the live Simulive/Zoom event (Highest Value Status: When a person attends an event and later watches the recording, the status remains "Attended", reflecting the highest level of engagement)

 

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Primary Use Cases

Engagement Program Flow Suggestion

Program Flow Suggestion:

• Visitor → Initial awareness email sequence

• Viewer → Consideration nurture based on content consumed

• Super Viewer → Marketo smart campaign triggers sales outreach with engagement summary

• Clicker → Marketo workflow sends immediate sales notification with CTA-specific context

Success Metrics: Track progression rates from Visitor to Viewer/Super Viewer, and CTA conversion.

Webinar Program Flow Suggestion

• Registered → Confirmation emails + calendar invites + reminder sequence

• Viewed Recording → Marketo nurture campaigns for future events + sales outreach based on engagement

• Attended → Immediate follow-up with recording + related content + sales qualification

Success Metrics: Registration-to-attendance rates, post-event engagement, and pipeline attribution.