Do you create/clone separate programs for different channels?

[Anthony_Pica]

Say we have a PDF that we want to offer for download via a form and landing page. We'll create a program for it in Marketo and sync it to a Salesforce campaign. Then we'll share it via email, social, blog, AdWords, etc.

The question is, should we have just one program for the PDF or should we create/clone the original program for every channel?

In addition to measuring the effectiveness of the PDF/content, we also want to measure how effective each of the delivery channels are at getting people to download the PDF.

[Anonymous]

Hi, Good question!

I have chosen to use 1 program per PDF (or other content types). This the measure program success and membership (you don't want to offer the same piece twice). These content programs can be used in several ways. One way is that it contains a smart campaign that has the smartlist with "Campaign is Requested" (and a filter on "Not member of program)". The flow sends out the email and sets status to "member". So when a marketer wants to send an item to a list of people, he/she creates a new program (type mail blast). The smartlist contains the recipients and the flow contains only "Request campaign" and status is "Sent". The content program of course has a trigger to measure succes (e.g. download). In your mail blast program you measure succes, by just checking on success within the requested content program.

The approach above splits succes for the content program and campaign channel. But using centralized content programs has way more advantages (e.g. easy drag-and-drop to engagement programs).

[Anonymous]

I like where Diederik is going - what it really depends on is what you intend to measure and how. If you combine it all you don't have an accurate view when doing channel analysis through the standard reports. If you are just trying to see how successful one piece of content is, and would like to know what channel was the most effective, you can set up a content program but for the various activities pass an identifying parameter for lead source.

You may want to consider using the engagement programs so you are looking at success all up regardless of individual mechanics.

We typically create programs where we have discreet spend against it - for instance we may have one whitepaper, but have PPC spend with this as the target, we will have general web traffic, we may have paid insertions, all using the same content, but we want to understand the success of each of those and their ROI independently.

[Anonymous]

Indeed Clinton. That's why we also have these content programs, as they cost money too (building, writing, designing). The campaigns have their own programs with a corresponding channel.