We have a little bit different setup, based on a different Marketo architecture:
We have a canonical program for each of our assets, and that's the only program that sends out an auto-response email that contains the link to the PDF. It's triggered with a "campaign is requested" call from Marketo. Every time we have new advertising campaigns, they get new programs, and instead of containing their own auto-response emails upon form-fillout, they request the canonical asset auto-response.
This way, we can track when someone downloads the asset directly from our website (which is considered canonical) and which come from advertising campaigns, but they're all summed up in the canonical content campaigns. This is also useful for doing cost data, since we can assign a production cost to the piece of content on the canonical level, and then figure out how effective each piece of data is, and what its average content consumption is versus other pieces of content. Then we can keep the advertising spend in its own bucket through the advertising programs.
Another key part of the canonical programs is that every time an auto-response is sent (through the canonical program auto-response), we add them (through flow step) to the "DL - [Content Type]: [Content Name]" list. We can then use this is a canonical "has been sent this asset or not" piece of logic, which we apply to our nurture programs and suggested resource programs—"if this person has consumed this piece of content, don't try promoting it to them" kind of thing.
It requires a bit different architecture, but I think it's much more organized, and it helps for building out other advanced campaigns.
Best,
Edward Unthank
Marketing Operations Specialist
Yesler
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