Program & SF Campaign Management for Web Resources

[Itay_Billet4]

We're managing most of our marketing activities as programs (& SFDC campaigns) - Online ads / Webinars / Events etc...
The only place missing is the resources section on our website (WP / case studies downloads. I can track usage by "form fillout" in Marketo, but I'm wondering if it's preferrable to manage those in programs and SF campaigns as well...Thoughts? it'll also simplify tracking touchpoints per lead, SF dashboards etc...

Thanks!

Itay

[Anonymous]

We use programs and SFDC campaigns to track anything with a form in front of it (whitepaper downloads, demo requests, etc.).  If you use a "Viewed Page" progression status for people that visit the resource page, be aware that you can't really use that to determine the abandon rate, since anonymous leads won't be added as members of the program.  But your "Submitted Form" / "Downloaded" status will be a Success that you can use in tracking total responses to your marketing programs, Marketing Influence in RCE reports, etc.

[Itay_Billet4]

Thanks, I am aware of the anonymous "issue", but I can add them to the program once they become known.

My other question is regarding the initial source: do you allocate Direct / Organic leads to programs? It's much simpler on Adwords / online ads (where I know the entry point and can tie it to a program)...
Let's say a lead came in from a direct search, and converted on a web form - the source is "Web direct", and I'm also allocating the lead to the campaign's form. Should this "Traffic" be tied to another campaign / program?

[Anonymous]

We have programs that correspond to our inbound lead sources (e.g. Direct website visit, Social Media referral, Google Paid, Google Natural, etc.).  Those can have one Success each as a lead utilizes that channel to reach our website.  In addition, we have programs for any content with a form (e.g. white papers, case studies, etc.).  This helps us analyze which channels are getting leads to our site that subsequently download certain content, become Opportunities and Wins. 

[Itay_Billet4]

That makes sense...could you publish an example  / screenshot for direct visit / google natural Program? As I said, I know how to deal with "Paid" (visit ad - progression status = "clicked", converted on ad - progression status = "converted" and success).

[Anonymous · Accepted solution]

We have a smart campaign that sets the Lead Source field value of new anonymous leads based on a series of Choices in its Change Data Value flow action.  We differentiate between Google paid search, natural search and  display network sources using the following Choices.

Choice 2: If 'Original Referrer' starts with 'http://googleads' then:

Attribute:  'Lead Source'

New Value: 'Online Ad (MKT)'

Choice 3: If 'Original Referrer' contains in 'sfid_r=70160000000Y04B', 'sfid_r=70160000000X3BD', 'sfid_r=70160000000Y3YZ'. then:

Attribute:  'Lead Source'

New Value: 'Online Ad (MKT)'

Choice 4: If 'Original Referrer' contains in 'medium=Online_Ad', 'medium=online_Ad'. then:

Attribute:  'Lead Source'

New Value: 'Online Ad (MKT)'

Choice 5: If 'Original Referrer' contains 'gclid=' then:

Attribute:  'Lead Source'

New Value: 'Paid Search (MKT)'

Choice 6: If 'Original Referrer' contains in 'sfid_r=70160000000WxNC', 'sfid_r=70160000000X3Ay', 'sfid_r=70160000000X3BI', 'sfid_r=70160000000WxNH', 'sfid_r=70160000000WxNM'. then:

Attribute:  'Lead Source'

New Value: 'Paid Search (MKT)'

We also have a Choice 11 that sets the value to "Natural Search (MKT)" if the lead is a member of the "Original Referrer - Natural Search" smart list, which has the following filters for Google among others for Bing and Yahoo:
"Original Search Engine is Google" and "Original Referrer contains google."

We also have separate programs for "Paid Search - Google", "Natural Search - Google", "Google Contextual Ad" and "Google Retargeting Ad".  Each of these has a smart campaign that updates the program progression status to "Responded" when the lead fills out a form on a specific landing page with a specific querystring parameter or if the form is on our website in an iframe, we read a cookie value with the original campaign ID into a hidden form field.   Below are the triggers and filters for the smart list in the smart campaign in the "Natural Search - Google" program.

ALL filters apply	(1 and 2 and 3 ...)
Trigger - Fills Out Form	Form Name is any
Filter 1 - Member of Program	Member of Program is empty
	Program is 'Natural Search - Google'
Filter 2 - SFDC Campaign ID - Original	SFDC Campaign ID - Original is not in '70160000000Y04B', '70160000000X3BD', '70160000000WvUI', 'Paid Search - Google'.
Filter 3 - Original Search Engine	Original Search Engine contains 'google'

[Itay_Billet4]

Great, thanks Elliott!