Tracking content syndication: Multiple assets, multiple media outlets

[Anonymous]

We are doing content syndication, where we put approximately four assets on a content syndication site (where people go to find and download white papers, research, etc.) and I would like to be able to track three things:

1.    (Most important) overall leads from this source. I get a spreadsheet and can upload these
2.    Performance of individual assets – results by asset
3. Performance by media outlet
 
I’ve done this in the past and I set up a separate program for each asset and media outlet (for a total of 8 programs – I had two media outlets and four assets at each outlet).
 
But is this the best way to do this? Every time I got leads, I have to separate them out by asset into different spreadsheets, then upload one spreadsheet per program (again, 8 programs).
 
And it’s still hard for me to see the overall results by media outlet – I have to dig into 8 programs to get this info.
 
Is there a better way to do this?

[Anonymous]

We upload all of our content syndication leads to one program for that provider / campaign.  We also have programs for  each of our assets that can be downloaded from our website or via content syndicators. 

We set this up by adding a field called SFDC Campaign ID - Asset to our lead records and we include a column with the unique SFDC ID value corresponding to the asset in the upload file. 

Our asset programs have an "Update Progression Status - Downloaded" smart campaign. 

• Its smart list has a Data Value Changes trigger with the "Attribute" SFDC Campaign ID - Asset" and "New Value: xxxxxxxxx" constraints.
• Its flow has the Change Status in Progression flow action that changes the "Content" channel's progression status to "Downloaded".
• Its Schedule allows each lead to flow through once.

This may provide the solution you want.

[Anonymous]

Thanks, Elliott! I appreciate your answer. 

Do I need to work with Marketo to add the SFDC Campaign ID - Asset field? 

We use "Offers" in SFDC so it seems like this could easily be linked. 

[Anonymous]

If you make your "Offers" field visible to the Marketo sync profile, it will be added to Marketo and you can write your asset ID to this field if you want.

[Anonymous]

This is so helpful Elliott - thank you!

Quick question for you and Leigh -

We do a lot of content syndication programs and its become an administrative nightmare to import all these leads into Marketo - we get these lists on a weekly, bi-weekly and sometimes daily basis.  Any ideas around automating this process would be appreciated.

Some of the vendors do allow us to use Marketo forms and I pull those leads in a smart list via meta-tags but most don't.  I was hoping and wishing an API sorts that would pop the leads into Marketo automatically and we would'nt have to import these lists.  Again, some of the vendors do offer this integration with Marketo but require us to share the encryption keys etc (possible security threat - admin nightmare again!)

Thanks much!
-Divya

[Anonymous]

I wish there were a way to do that! I, too, have to upload them via spreadsheets and it's a mess. 

Elliott, the folks at Marketo are telling me that Offers are a custom object in SFDC, and it can't easily be synced. Is that true?

[Anonymous]

Leigh, I assumed it was a custom field on a Lead / Contact record, not a custom object.  This will only work with a field on a Marketo lead.  You don't have to synch this field to SFDC - we don't synch it to SFDC.  We just use it to help identify the asset in the various smart campaigns for each asset program / campaign.

Divya, you should submit an Idea to the Community to add adapters for your content syndication providers.

[Anonymous]

Hi,
What if you do not have SFDC? Any recommendations on how to do this within Marketo?
Thanks

[Anonymous]

No problem if you don't have SFDC.  Just change the field name to "Asset ID" or similar.  You will need to manage generating a unique ID# or name to use for each Asset though since this won't be done automatically by SFDC.