We have a new initiative where we send one-off swag bag/video mailers/etc. to prospective clients and want to roll them all into a specific campaign and attribute to that said campaign. What is the best way to not only roll them into this one program but also keep track of each specific outreach that we're doing. All the info is recorded in Salesforce, just need to attribute and report on it out of Marketo.
My initial thought was to record that a mail piece was sent via Salesforce activity and have a smart campaign look for the campaign title in the subject then add them to the campaign. BUT that doesn't help the situation of being able to really report on what we actually sent; video mailer, swag bag, etc.
Could you create a specific Marketo Program Channel and Program Statuses for all of the items you might send? On the Salesforce side you could create a SFDC Campaign with the Statuses that match your new Program Statuses. Back in Marketo you could create a Smart Campaign to look for the "Status is Changed in SFDC Campaign" with the matching Statuses and if they match that Status, update the Program Status. You'd be able to run Program Performance Reports to see how many people were sent each item.
I like this option! My only concern is what if I sent multiple status for MT attribution, how would that work? Is there a way to attribute them to multiple status?
You wouldn't be able to track multiple statuses in the one Program, but you could set the different items at the same Status level so they could move back and forth between the statuses.