5 Replies Latest reply on Feb 18, 2014 6:55 AM by 28595

    Capturing the most recent program with which a lead interacted with

      All, 

      We prioritize our leads based on the type of program that they belong to. A single lead, can however, be part of a number of programs. To that effect, I was wondering if anyone had some tips as to how I can capture the most recent program a lead belonged to. That field would have to be updated whenever the lead has been added to a new marketing program. 

      Thank you in advance for all your help. 

      GT
        • Re: Capturing the most recent program with which a lead interacted with
          Edward Masson
          Its a few custom fields and smart campaigns to stamp each lead/contact as they are added to a campaign.
          Think Last Interesting Moments, it continues to be overwritten as they are added to a campaign.
          • Re: Capturing the most recent program with which a lead interacted with
            Edward, I am a relative novice to marketo, can you please provide some more color?
            • Re: Capturing the most recent program with which a lead interacted with
              This is amazingly helpful:
              http://www.slideshare.net/marketo/lead-source-campaign-attribution-how-to-capture-all-touch-points-using-marketo-as-presented-by-alexandre-pelletier
              • Re: Capturing the most recent program with which a lead interacted with
                Edward Masson
                You will have by now been asked to create some custom fields to accommodate Marketo and SFDC working together. If you want certain data captured that is not native once connected to SFDC, going to have to create a few more custom fields for the Lead and Contact objects in SFDC then, those new fields come over to Marketo as filters/triggers etc.

                Lets take an example here,
                •           Lead Source
                •           Lead Source Detail
                Marketo tells you to block these fields once collected. So you will have Smart Campaigns running to stamp leads when they are created in Marketo (or SFDC) with a Lead Source and Lead Source Detail. This is First Touch and should never be overwritten. Great, now you can run reports leads by lead source and then drill down to the source detail.
                 
                Now, you ask yourself; what’s the latest touch? How do I find multi-touch?
                 
                Idea is to create a few more custom fields to capture that latest touch’
                •           Lead Source Latest
                •           Lead Source Detail Latest
                Maybe add a date field to capture when that multi touch happened.
                •           Lead Source Latest Date
                These new fields will not get blocked but continue to be overwritten as your leads continue to interact with your marketing activities. Now you can run reports to see leads and contacts latest touch and history by date when that happened.
                 
                This principle can be repurposed for your use case.
                When a lead becomes a member of a program, you can stamp the lead with the name of the program into a custom field and date stamp into the date field. Continue to stamp leads as they enter programs and allow the data to be overwritten.
                 
                You will be able to view the history of that lead and see what programs they are members of, pass this to SFDC and run reports against it.

                As you build your program and you update their progressions, you add another flow step, Chnage data value, your new custom field for Program name and add the name. drop another change data value flow step and repeat with the date field.

                Hope this helps.
                 
                • Re: Capturing the most recent program with which a lead interacted with
                  Thanks Edward and Jeffrey...I couldn't have done it without you. 

                  Best, 

                  GT