Is there a way to get CONVERTING Source Info?

[Anonymous]

I see that Original Source Info (and other fields such as search phrase, type, etc..).  Is there an equivalent for the converting information?

Original is like "first touch attribution" -- I'm looking for "last touch attribution"

Thank you!

[Anonymous]

The best way to do this is the link all your programs to SFDC campaigns and this will give your the "history" of all touchs when you are reporting on Marketing-Sourced Pipeline based on Sales-Acceptance Criteria. The hack way to do it would to just not block field updates on Recent Lead Source...Just have two hidden fileds in your forms Orriginal and Most-Recent lead source...

[Anonymous]

Thank you Mark.
Let me expand, see if the reply changes...

I know that my visitors will engage on multiple ADs, channels, and web properties before filling out a Marketo form.

Marketo gives me the full picture of all the touch history, but when it comes to reporting, I'm only interested in the first & last touch attribution.

Thus, I have reports set up in SFDC that pivot data on first/last touch data & show me trends when cut with other data (campaign, product type, etc..).

Therefore, I'm looking for a way to get the following data into custom fields in SFDC (so I can later report on them):
Original Source
Original Medium
Original Campaign
Converting Source
Converting Medium
Converting Campaign

I figure, since Marketo already stores this information for each visitor/lead, there should be a way to pull that data out and populate custom fields.

Thanks in advance for you help!!

[Anonymous]

...any SFDC firelds that are on both the lead and contact layout in Salesforce are going to show up in the form editor in Marketo. Based on your business requirments it looks like you can just hard-code values into these "hidden" fields on your forms and upon conversion the data you nee will be in Salesforce. Remeber to block updates to the three that are "original"

[Anonymous]

...If you want this to be scalable just pass your six values via URL paramaters into the hidden fields in your forms. This will allow you to use one form for multiple campaigns.

[Anonymous]

Mark, we're making progress, and thank you for your help thus far!

I'm going to make the custom fields in SFDC and hopefully they automatically become available via Marketo form editor.

I understand your idea of passing URL params to the landing pages where, in theory, the custom fields will be populated with the URL params.. but I have a couple thoughts:

1. How do you populate custom Marketo form fields with URL params?
2. Most important: What if a visitor hits a form without query params (for whatever reason)? -- Wouldn't cookies be a better way of tracking this?

Example:
If cookies are NOT set.. set them via current query params.  
On all subsequent visits... If utm_source is set, update the set of conversion cookies.

Then we can use the cookies values to populate the hidden fields.. is that possible?

The only issue then becomes the number of cookies we're setting & its effect on page load speed.  Would be nice to set 1 cookie with all this information, then parse the cookie into the fields.  That requires custom javascript which again I'm not sure if it's possible on Marketo landing pages?

This is fun 🙂 -- THANKS Mark & anyone else who wants to figure this out with me 🙂

[Anonymous · Accepted solution]

You vare entering into the "jedi" level Marketo usage when you start talking about using JS to write and store URL paramaters on the Marketo cookie. With that said I do have some technical documentation I can share...Do you have  developer to help you with the Code work? If not you will need aa resource to do this...

[Anonymous]

Mark, you sir are the man! I am a developer myself, let's get Jedi with it 🙂

Please link to said documentation... I've seen this and am about to set up a test.

Thanks again!

[Anonymous]

Hi Mark - could you share that technical documentation please?
I'm super interested 🙂

THANK YOU!