Wistia + Marketo
Every video and webinar you publish is loaded with buying signals—you just need to catch them. The Wistia + Marketo integration does exactly that.
Use lead capture forms and tracking scripts to identify who’s watching, then sync their engagement data straight to Marketo. From there, score leads, build segments, and fire follow-up workflows so they land at the right moment.
How the Wistia + Adobe Marketo Engage integration works
See who’s watching, automatically
You’ve already done the hard part—getting someone to watch a video—and Wistia handles the rest. Wistia can auto-load your Marketo tracking so known contacts are identified from the moment they hit "Play."
Turn anonymous views into engaged leads
You can build a custom lead-capture form with Marketo and add it to any video in your Wistia library. When viewers fill out a form, their info will sync with Marketo. As they watch videos and attend webinars, their viewing data will flow right into their contact record.
Host webinars that keep working after they end
Run your webinars on Wistia and watch registration and engagement data sync to Marketo. See how long people stayed, what they asked, and how they engaged—before, during, and after the event—letting you know exactly who’s ready for a conversation.
Marketing campaigns that are actually personalized
Every engagement event—watched 75% of a product demo, or registered for a webinar—becomes fuel for your marketing strategy. Score leads, trigger workflows, and build sharper segments. Spot high-intent buying signals and move viewers through the funnel faster—all without bouncing between spreadsheets and tools.
Data shared with Adobe Marketo Engage
Explore how the Wistia + Adobe Marketo Engage integration syncs data across videos, webinars, and Channels to help you capture leads and track engagement.
Contact information →Lead fields
Capture leads from Wistia-hosted forms and sync them to Marketo Engage for real-time segmentation and follow-up.
- First name
- First name
- Last name
- Last name
- Email address
Available for
- Webinars
- Channels
- Video
Custom question responses →Lead fields
Collect deeper insights with form-based questions and use them to enrich contact profiles and tailor messaging.
- Phone number
- Phone
- Company
- Company
- Job title
- Title
- Country
- Country
- Custom fields
- Custom lead fields mapped manually
Available for
- Webinars
Lead source →Lead fields
Understand exactly where your leads are coming from to refine campaigns and optimize attribution.
- Lead source type (e.g., Wistia form, Marketo Engage form, webinar registration, Channel subscription)
- Lead fields
- Form submission timestamp
- Lead fields
- Content context (e.g., media name, event name)
- Lead fields
Available for
- Video
- Webinars
Viewer engagement →Custom activities
Track viewer behavior and key interactions to personalize outreach, trigger automations, and score leads.
- Percent watched (25%, 50%, 75%, 100%)
- Custom activities
- Total watch time
- Custom activities
- CTA clicks
- Custom activities
- Annotation clicks
- Custom activities
- Session ID, Media ID
- Custom activities
Available for
- Video
- Webinars
Webinar participation →Custom activities and lead fields
Spot high-intent leads with webinar participation data that shows up on each registrant's contact record.
- Registered
- Custom activities
- Attended
- Custom activities
- Poll responses (aggregates and responses)
- Lead fields and custom activities
- Q&A submission (aggregates and responses)
- Lead fields and custom activities
- Link clicks (aggregates)
- Lead fields
Available for
- Webinars
Attribution data →Lead fields
Attribute leads to the right campaigns with synced UTM parameters and IP/location data from form submissions. Note: This data is only synced when Wistia-hosted forms are used with UTM parameters present.
- UTM campaign
- Lead fields
- UTM source
- Lead fields
- UTM medium
- Lead fields
- IP-based location (city, region, country)
- Lead fields
Available for
- Webinars
Content metadata →Custom activities
Tie conversions back to specific videos or channels to inform content strategy and personalize campaigns.
- Video title
- Custom activities
- Media ID
- Custom activities
- Media URL
- Custom activities
- Viewing timestamp
- Custom activities
- Session ID
- Custom activities
Available for
- Video
Capture and connect your audience
Whether someone fills out a Wistia Form, registers for a webinar, or is already known to Marketo, Wistia connects their video engagement to the right contact—so you can turn every view into a signal for smarter follow-up.
| Feature | Available for | Contact sync to Adobe Marketo Engage | Tracks contact engagement? |
|---|---|---|---|
| Wistia form for video | Video | → | Yes (creates or updates contacts) |
| Wistia form for webinar registration | Webinars | → | Yes (creates or updates contacts) |
| Wistia form for Channel subscribe | Channels | → | Yes (creates or updates contacts) |
| Marketo Munchkin tracking | Video | → | Yes (updates existing contacts) |
| Marketo Engage form | VideoWebinars | → | No |
| Imported contact list (e.g., CSV) | Webinars | ⇌ | Yes |
