Query String Smart List.png

Marketo Efficiency Hack: Query String Campaign

Melissa_Day
Level 3 - Champion Level 3 - Champion
Level 3 - Champion

Efficiency Gap

We were looking for a way to re-use landing pages to track lead sources from multiple events without needing to re-create the pages or forms every time. Whether generating leads at a trade show or soliciting opt-ins at a networking event, our business teams wanted an easy user experience that was as simple for them as it was for their lead.

 

The solution?

We built a single landing page with a query string variable that could be updated for each event. To top off the level of simplicity, we managed bit.ly short links for the different events, creating an even easier experience for our sales members on the event floor.

 

Here's an expired example: chem.rs/macs20

 

This page is our general opt-in page, but with the added query string containing "macs20," it allows us to capture leads against a known source.

 

To support this specific lead capture tool, I built a smart campaign in Marketo with the following trigger:

 

Query String Smart List.png

 

This trigger simply includes the general landing page that was created to capture opt-ins, along with the specific query string attributed to this source.

 

So what do we do with these leads? Now that they are all collected in one place, we can do anything! We update data segmentation, attribute the lead source to an event channel, assign them to a specific CRM user for follow-up, and any other action that may be relevant based on the event.

 

Query String Smart Campaign Flow Step.png

 

The next time you need to create a specific flow for a particular event, think about using a query string on an existing landing page in the spirit of efficiency, and use that time you saved to pass this tip on!

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3 Comments
SanfordWhiteman
Level 10 - Community Moderator

But your example doesn't have a query string - you added to the path! The query string comes after the first ? and ends before the first # in a URL. Assume you meant to write something like

 

https://www.example.rs?macs20 

 

instead, right?

 

(Though I'd kind of wonder why you wouldn't use the very common — though admittedly not truly standardized — query param for campaigns, utm_campaign, and set utm_campaign=macs20.)

Melissa_Day
Level 3 - Champion

Hi, @SanfordWhiteman thanks for the comment! The chem.rs/macs20 is actually a bit.ly generated short URL that expands to https://pages.chemours.com/opteon-mobile-refrigerants-opt-in-resources-updates.html?utm_source=macs2... - so you are spot on!

 
 
 
 

 

 

SanfordWhiteman
Level 10 - Community Moderator

OK, would you consider changing the content to reflect the title? Using bit.ly is optional, so it seems weird IMO to have that be the example and not show the real query string!

 

Also, if people are using embedded forms, they need to use the Referrer constraint, not Query String.