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You're asking all of the right questions, and for most of them, there is not one right answer. Everyone does their tracking slightly different. Here are my opinions:
- Having one program will keep things tidy, but if you want to identify a single piece of content's effect on pipeline, etc, then splitting it out into different programs would be best. I personally have all of mine in one program (website inbound).
- I would use one global form and build out all of the capabilities there, like hidden fields (i.e. capture which resource they chose, utm codes, etc.)
- You can create SFDC Campaigns for each piece of content...or tasks, or append to an existing field...there really are a number of ways here.
Thanks for the insight Jason.
I think I am going to keep things tidy and put them all in a single program with a global form with hidden fields.
The SFDC campaigns is something I have not yet used--maybe this is a good place to start. Im wondering in this case what those would be for?
SFDC Campaigns would help meet this requirement: In CRM we will want a lead/contact record showing what resources they have downloaded in the past.
Using Campaign Influence, you can see which resources helped to influence your opportunities.