PostBeyond Salesforce Attribution via HubSpot (Professional and Enterprise only)
In this first-touch attribution model using HubSpot and Salesforce, you will be able to view all the leads converted through your content from employee shared content. With the combination of hidden form fields and UTM tracking, you can track and measure leads both in HubSpot field forms as well as Salesforce. Attribution can only be done with content that includes a lead capture such as download forms for an eBook, webinar or whitepaper – requiring a gated form to access the content.
Note: this is only available to users with the Professional and Enterprise version of HubSpot.
The 4 parts to this process will include:
Creating a new custom field in HubSpot
Mapping HubSpot properties to Salesforce fields
Adding the newly created form field in HubSpot
Creating a custom workflow in HubSpot
PART I: Create a New Custom Field in HubSpot
First, your lead capture forms will require a hidden field to collect contact data through form submissions. Understanding how hidden fields work in HubSpot is important for seeing which leads were generated through PostBeyond.
Step 1: Create a new custom field in HubSpot, and make sure you note down the internal name of the field - PostBeyond Campaign (Settings->Properties->create a property)
Step 2: Match the internal name to the UTM name of your custom PostBeyond URL’s. In this example, Internal name = utm_campaign
PART II: Map HubSpot properties to Salesforce fields
Once hidden form fields are created, you will need to map HubSpot properties to Salesforce fields. They must have corresponding field types in order to sync properly.
Step 1: In salesforce (Lightning), go to the contact level, select a contact, click 'Edit Object'
Step 2: Select 'Field and Relationships', identify the field you want to attach to the previously created HubSpot field (in this example ‘Lead Source”) and select it.
Step 3: This will take you to another page where you can edit picklist options, select 'New' and create your new “PostBeyond” field option
Step 4: Fill out the details and 'Save'
PART III: Add the newly created form field in HubSpot
On your forms in HubSpot, add the newly created form field (PostBeyond Campaign) and make it a hidden field. A hidden field will ensure that it doesn’t show up publicly.
Note: in order to track, this step must be done for all forms that are in use on the landing pages you will share in PostBeyond.
Click through 'Marketing' > 'Lead Capture' > 'Forms' > 'Add Form Field'
Select ‘Make Field hidden’, then select ‘Publish’
PART IV: Create a custom workflow in HubSpot
In the final stage of this process, you will create a custom workflow in HubSpot.
Step 1: Click through 'Automation' > 'Workflows' > 'Create workflow'
Step 2: Select ‘Set enrolment triggers’ > 'Contact properties'
Find property that was created in section 1 (ex. PostBeyond campaign)
Set ‘is equal to any of’
Step 3: Review final details and 'Turn on'
After setting this process up, any lead that fills in a form on a piece of content shared by an employee through PostBeyond will have the lead source ‘PostBeyond’.
Note: For any new forms that are created in the future, the same hidden form field can be applied going forward.
Set-up HubSpot Dashboards to quickly and easily digest information from PostBeyond data.