We have five different types of assets that get inputted into an external publication's e-Newsletter template and sent out to their subscription list on our behalf. We have three links to existing collateral on our website, a display ad (again linked to our website), and a stand-alone landing page hosting an article written for the newsletter.
Does anyone have any recommendations for how to set this up in Marketo to track? I.e. new channel? Newsletter program? Best practices for smart campaigns?
It depends on how you wish to track it. If you want each piece of content tracked separately then you will need to set up individual programs for each piece of content. Success would be landing on any particular page.
If it is at the newsletter level then that is easier, all content will be included in the program and clicking any link is considered success.
My feeling is that you are asking Marketo to play the role of google analytics.
Marketo will only be able to capture some info if the lead enters the database, one way or another.
If people who receive the email are supposed to fill out a form after clicking on a link, you may be able to capture some data. For this, you will have to add source parameters in the URL to the LP and capture these parameters in hidden fields. See Set a Hidden Form Field Value - Marketo Docs - Product Docs
I think the easiest route to take would be to have URL parameters in the links which indicate where the leads are coming from. Something like this:
where, just as an example, it gives the name of a partner for the lead's "source" and some number for a campaign id.
Then, you can capture those values in hidden fields in your Marketo forms, to give those third parties credit for converting leads: