If you are using a native webinar integration with Marketo – and I’m using GoToWebinar as my example here, but Zoom e.g. works the same way – it returns a value for the system token {{member.webinar url}}. That token renders the personalized attendee link, which you usually use for your registration confirmation email – in case of course you send that email from Marketo and not from GTW.
So far, so good. But now, you will also want to have that personalized attendee link in the body of your calendar entry, right? And here, Marketo doesn’t play nice, as it won’t render this system token if you put it into a Marketo calendar token.
So how about trying something else. Take a look at the confirmation email you would receive from GTW:
And here’s how the Outlook calendar link looks like:
https://global.gotowebinar.com/icsCalendar.tmpl?webinar=2753632741057198092&user=783400612&cal=outlook
You have two URL parameter values here: webinar=2753632741057198092 which represents what Marketo calls the “Event Number”:
And user=783400612 which represents the ID of the registrant. And that ID is actually also returned by a webinar system token which is {{member.registration code}}.
So now we have all the data we need to create these calendar links by just linking to the webinar provider’s ics files:
https://global.gotowebinar.com/icsCalendar.tmpl?webinar={{my.Webinar_ID}}&user={{member.registration code}}&cal=outlook{{my.Webinar_ID}} is a program token that has the value of the aforementioned Event Number.
Use the additional URL parameters cal=google and cal=ical to link to the other versions of the files too.
And please note: Whatever I’m saying here, might not be as awesome and useful as what Sanford Whiteman has created here with his tool Agical. Please check that out.