How do I setup with multi-faceted campaigns?

[Anonymous]

I love Marketo but not everything is clear to me. For example, we have a new campaign where we will send people in our database to a landing page, but we will also have online ads to send people to that same landing page as well.

Do I create separate Programs (Channels?) for each part? One Program is an Emal Blast program and that tracks deliverability, ctr's etc...? Then a different Program for the online ads that are pointing to that same Landing Page?

If so, how do I see the overall effectiveness of the campaign? I want to see how my database is doing compared to online ads, but I also want an overall view that can tell me how many new Prospects were brought in and how many known qualified contacts were engaged enough to also fill in the form.

Any insight is appreciated.

[Anonymous]

I have the same question...I'm tracking Google AdWords clicks through a program called Bizible that I've got connected to SFDC, but I'm wrestling with how to differentiate email traffic to landing pages from SEO traffic to landing pages. 

[Anonymous]

Hi Patrick >

The best way to do this is probably with URL Parameters & Hidden Form Fields. We create a unique URL for each traffic source, then when each person comes in we add them to a static list. Then you can always look at the list to see who has come from which place. 



The core elements of the campaign are 1 & 2. Then the Engagement email is 3. And the individual URLs are 4. 

The single Landing Page has a url like my.company.com/lp.html 
Then we add URL Parameters to each string. by adding
?utm_source=facebook&utm_medium=social&utm_campaign=Video-Gartner

my.company.com/lp.html?utm_source=facebook&utm_medium=social&utm_campaign=Video-Gartner

 

I set the Source & Detail at this stage. That's a personal choice to set it before conversion, that's all about your philosophy on leads. 

 

For more information you can look at URL Builder thread. It's long but complete. 

[Anonymous]

Thanks Adam.

From what I understand, you set it all up as an Online Advertising Program (judging by the icon I see). What if you also have a tradeshow included in the same campaign where people are giving business cards that are also Leads?

Would you set that up as a Different Program? Or also inlcude it somehow in teh Online Advertsing Program?

Thansk for your input and insight.

Patrick

[Anonymous]

This is Channel > Content. 

I would make a tradeshow a separate program.

[Anonymous]

But the Tradeshow, the email blast, and the online ads are all part of the same campaign. How do I best report on the effectiveness on the entire campaign and not on the various parts?

[Anonymous]

This is your strategy for how to manage your business.

I don't think that Tradeshow and Advertising are the same program. I have no problem sending an email blast & traffic from adveritising to a single page, but I wouldn't overlap a trade show into the same data. 

This is all your philosophy for how to run things.