In cross-channel marketing, you have a lot of different entry points to your landing pages. So, it’s a good idea to keep track of which sources, campaigns, content variants and other elements are generating traffic - and which are converting on your content.
In this first-touch attribution model using Marketo and Salesforce, you will be able to view all of the leads converted from employee-shared content. With the combination of hidden form fields and UTM tracking, you can track and measure leads in Marketo field forms and in Salesforce. Attribution can only be done with content that includes lead capture, such as download forms for an eBook, webinar or other assets (i.e. a gated form to access the content).
In this article, we will go over:
PART 1: Create a Custom Field in Marketo
Step 1: Go to Admin and click Field Management.
Step 2: If you want the fields kept in sync with your CRM, create them in the CRM, and they will be automatically created in Marketo.
Step 3: Click New Custom Field.
Step 4: Choose the field Type. This will change how it’s rendered in smart lists and forms in Marketo.
Step 5: Then select String.
Step 6: Enter the Name (preferably the name of your PostBeyond Instance) as you want it to appear in Marketo. The API Name is automatically generated. You can tweak it, but it cannot be renamed once set. Click Create when done.
NOTE: Salesforce uses the API name. You can now use this custom field in forms, flow steps and smart lists!
PART 2: Map Marketo properties to Salesforce fields
Once hidden form fields are created, you will need to map Marketo properties to Salesforce fields. They must have corresponding field types 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 Marketo 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 click Save.
PART 3: Track UTM in Forms built by Marketo
First, we’ll need to add a hidden form field. Hidden form fields can silently capture data without the visitor’s input. Here’s how it works:
Step 1: Go to Design Studio.
Step 2: Select your form and click Edit Form.
Step 3: Add the field UTM Campaign, (Note: If you don’t have this field in Marketo you will need to create it as well).
Step 4: Select the field and set the Field Type to Hidden.
Step 5: In your form, select the hidden field and click Edit for Autofill.
Step 6: If you want to capture URL Parameters (UTM Details) from the page the person is on when filling out the form, you can use URL Parameters to populate your hidden field. Select URL Parameter for Get Value Type.
Step 7: Enter the Parameter Name and click Save.
Step 8: Click Finish.
Step 8: Click Approve and Close.
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