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Zapier case study

Meta lead forms booked into the right webinar session and synced to Marketo with consent

The US marketing team of a global medical-device manufacturer runs patient and caregiver education webinars and physician training. Its Zaps take Meta lead-form responses into Marketo with consent and partition rules, book webinar registrants into the exact Livestorm session they picked, update Marketo when a physician attends a training, and build tracked campaign links from Wrike requests.

US marketing operations for a global medical-device manufacturerMedical devicesBuilt 2025–202633 Zaps in the account
run entries, 22 Sep – 21 Oct 2026
1,754
quiz leads synced to Marketo successfully in that window
1,005
tasks in the last full period, 14 Sep – 14 Oct
3,791

The business

The team markets cardiac devices in the US: education programs for patients and caregivers, and training programs for physicians. Leads arrive from Meta lead forms (quizzes and webinar bookings), live sessions run on Livestorm, training attendance is tracked in Smartsheet, and everything ends in an enterprise Marketo instance with partitions and contact types that have to be set correctly.

Two details shape the Zaps. Consent matters, so Meta's opt-in checkbox has to become Marketo's opt-in field reliably. And a person booking a webinar picks a human-readable date and time, which has to become the session ID the webinar platform needs.

Four Zaps are on. Most of the rest are dated copies of the webinar Zap, one per run of session dates.

Audited 21 Oct 2026. 33 Zaps: 4 on and 29 off, about 20 of the off ones dated copies of the same webinar lead-form Zap. Pro plan (monthly), 10,000 tasks a month; autoreplay off. Tasks are shown for the current period so far (14 Oct – 21 Oct) and the previous one (14 Sep – 14 Oct). Runs and errors are from Zap history for 22 Sep – 21 Oct: 1,754 run entries.

What we built

01

Meta lead forms into Marketo

Lead-form responses captured into Marketo with consent, partition and contact type set, and webinar registrants booked into their chosen session.

  • Instant4 steps

    Education quiz leads into Marketo

    • Facebook Lead Ads
    • Formatter
    • Marketo
    Trigger
    Facebook Lead Ads – New Lead on the patient-education quiz form
    What it does
    The opt-in answer is normalised, and the lead is created or updated in Marketo in the US partition as a patient or caregiver, with country, email, email opt-in, name, ZIP code and campaign fields, then added to the quiz-submissions list.
    The tricky part
    Converting Meta's checkbox output into Marketo's opt-in boolean, and keeping partition and contact-type rules in an enterprise Marketo instance.
    Error handling
    None. Autoreplay is off.
    Usage
    326 tasks (14 Oct – 21 Oct), 2,691 (14 Sep – 14 Oct); the account's biggest Zap. 1,020 runs (1,005 successful, 15 errored) (22 Sep – 21 Oct).
    Status
    On, version 2, last edited 17 Sep 2026
  • Instant4 steps

    On-demand webinar leads into Marketo

    • Facebook Lead Ads
    • Formatter
    • Marketo
    Trigger
    Facebook Lead Ads – New Lead on the on-demand webinar form
    What it does
    The same pattern, adding the lead to the registered-for-on-demand list.
    The tricky part
    The same consent normalisation, reused.
    Error handling
    None. Autoreplay is off.
    Usage
    0 tasks (14 Oct – 21 Oct), 4 (14 Sep – 14 Oct). No runs in the last 30 days.
    Status
    On, version 5, last edited 17 Sep 2026
  • Instant5 steps

    Live webinar booking into the exact session (about 20 dated copies)

    • Facebook Lead Ads
    • Formatter
    • Livestorm
    • Marketo
    Trigger
    Facebook Lead Ads – New Lead on a webinar form for a given run of dates
    What it does
    The opt-in is normalised, a lookup table maps the session the person picked (for example 'Wednesday, October 15 – 1:00pm ET') to its Livestorm session ID, the person is registered for exactly that session, which sends the join link, and the lead is synced to Marketo with the session they chose.
    The tricky part
    Turning a human-readable date choice into a platform session ID with a lookup table. A new Meta form was launched for each run of dates, hence one Zap per run. Variants take registrations from a website form through a webhook, and from Google Sheets for bulk or offline sign-ups.
    Error handling
    None.
    Usage
    0 (all off).
    Status
    About 20 dated copies, all off, built Aug–Nov 2025 and Jul 2026
02

Physician training follow-up

Training attendance recorded in Smartsheet becomes Marketo data and list membership, by attendee type and region.

  • 8+ steps

    Training attendance from Smartsheet into Marketo

    • Smartsheet
    • Paths
    • Marketo
    Trigger
    Smartsheet – Updated Row on the physician training list, new rows included
    What it does
    When a physician is marked as having attended a device training, nested paths split by attendee type and region (for example, trainee physician in the US), and the Marketo lead is updated with the training details (training attended, program type, date, city, account) and added to the right training list.
    The tricky part
    Nested Paths, attendance then attendee type then US or outside the US, so each audience lands in the right Marketo partition and list.
    Error handling
    None. Autoreplay is off.
    Usage
    114 tasks (14 Oct – 21 Oct), 940 (14 Sep – 14 Oct). 677 runs (661 successful, 16 errored) (22 Sep – 21 Oct).
    Status
    On, version 8, last edited 20 May 2026
03

Campaign tracking links

A tracked URL built and returned on the request task, so every link follows the same UTM naming.

  • 3 steps

    Tracked campaign URL from a Wrike request

    • Wrike
    • Code by Zapier
    Trigger
    Wrike – New Task in the tracking-links folder
    What it does
    A marketer requests a link by creating a task; a JavaScript step reads the campaign fields from the task description and builds the URL with standard UTM parameters, and the finished URL is posted back as a comment on the task.
    The tricky part
    Parsing a semi-structured task description in code, which enforces consistent UTM naming across the team.
    Error handling
    None.
    Usage
    12 tasks (14 Oct – 21 Oct), 156 (14 Sep – 14 Oct). 57 runs, 0 errors (22 Sep – 21 Oct).
    Status
    On, version 4, last edited 19 Aug 2026

Data handling

The lead forms collect patient and caregiver contact details for a cardiac-device education program, so consent is carried into Marketo on every lead. The audit viewed step configuration only; no run data was opened. Brand, device and page names are left out of this page, and a prototype that referenced device-implant data is not described.

What the counters show

  • 1,754 run entries from 22 Sep to 21 Oct 2026, all from the three busy Zaps that are on: 1,020 quiz leads, 677 training updates and 57 tracking links.

  • 31 errored runs in that window, about 2%: 15 in the quiz Zap and 16 in the training Zap. The tracking-link Zap had none.

  • 3,791 tasks in the previous period (14 Sep – 14 Oct), well within the 10,000-task plan; the quiz Zap used 2,691 of them.

What we would change

  • About 20 near-identical dated copies of the webinar Zap exist, one per run of session dates. We would consolidate them into one Zap with a maintained lookup table, so a new run of dates is a table edit, not a new Zap.

  • A lead that errors does not reach Marketo unless someone replays it, and autoreplay is off. With 31 errored runs in 30 days across the quiz and training Zaps, we would switch autoreplay on and add an error path that alerts the team.

  • The session lookup only knows the dates it was given. A session missing from the table cannot be booked, so the table has to be updated with every new run.

Not described: three Zaps of an unpublished weekly data-extract prototype built on a sub-Zap (it references implant data, so only its structure was noted), two untitled one-step Zaps, and copies of the tracking-link and webhook Zaps.

Built with

  • Zapier
  • Facebook Lead Ads
  • Marketo
  • Livestorm
  • Smartsheet
  • Wrike
  • Code by Zapier
  • Formatter
  • Paths
Next Zapier accountA membership lifecycle that grants access on purchase and removes it when the paid period endsAn online membership and coaching community

Page copy drafted with AI assistance. Skofi is accountable for it. Editorial policy

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