Campaign Asset Audit

Conduct an audit of existing campaigns and landing pages. Use this spreadsheet: https://docs.google.com/a/gitlab.com/spreadsheets/d/1fHZQX_OGXwbHo_5sATcCeVsFjEdMS8k55KsuozevAs4/edit?usp=sharing

@mitchellwright

• List out all campaigns
• List out all landing pages
• Check for UTM codes being captured in the web form
• List the Form being used (marketo url if applicable)

@hanktaylor

• Check for Lead source being tagged
• List out the nurture path that a lead will flow into

Marked the task List out all campaigns as completed

Marked the task List out all landing pages as completed

Marked the task Check for UTM codes being captured in the web form as completed

Marked the task List the Form being used (marketo url if applicable) as completed

A couple notes:

• We aren't capturing UTM parameters on any of the forms
• The AdWords traffic is being sent to Unbounce page, which populates a static list in Marketo that can trigger workflows
  • I need to see about capturing the UTM data on the Unbounce system and transfer this to Marketo
• Some channels (such as newsletters) can touch a lot of content. This brings up a question I have. Using the Yubico campaign as an example:
  • Which touches are part of the campaign? We have a blog post, we have a webinar, etc.

Reassigned to @hanktaylor

Assigning to @hanktaylor

@mitchellwright Is there a reason we're not using Marketo landing pages for the Adwords traffic? That might simplify some off the process.

@joelucas I had no design or development resources and wanted to get pages up quickly. The alternative was to send the traffic to the home page or pricing page. I'm not opposed to using Marketo landing pages. Unbounce is just very easy to create landing pages and variations and do the A/B testing. A much better product than the Marketo landing page creator.

Cool, good enough for me :)

Any update on the UTM parameters being passed into Marketo?

Yep. I can add hidden fields to Unbounce forms, and pass those along to Marketo. We currently don't have fields in Marketo to capture these UTM parameters for leads. I'm not 100% sure how we want to do that. I've seen some people will have two different fields for this, one being original utm_source, original utm_medium etc and then a field for last utm_source, last utm_medium etc.

In this case, the original parameters can't be overwritten, and this is used for first touch attribution. The last parameters are overwritten every time, and can be used for last touch calculations. It could probably be used to do some type of multi-touch as well, not sure.

I wanted to talk to @joelucas and @hanktaylor about how we thought it was best to implement the UTM fields in Marketo before I set it all up in Unbounce.

My preference would be to use the original_ and last_ naming convention. I think that's fairly elegant. I want to make sure that we're using all the utm parameters as well. Ideally I'd like to start keeping track of content, campaign, etc.

Yes. so we need to create ten fields in Marketo:

• utm_source
• utm_medium
• utm_campaign
• utm_content
• utm_term

We need an original and a last for each of those five. The original needs to not be overwritten. Once those fields exist, we need to add them to all current and future forms on Marketo, as well as to the Unbounce forms.

@hanktaylor I'm going to put some time on the calendar and you can help me with this?

That's correct.

Just finished updating all the Marketo forms to also accept the utm params. I need a little help from @hanktaylor to make sure the Unbounce forms properly pass it all, but otherwise we should be good to go there.

One thing to keep in mind, is that this will only capture on lead conversion. So for a true multi-touch attribution model, we'd need to get the data from Marketo for first touch of the lead before it becomes a known lead.

Otherwise it's ready to go for @hanktaylor to do his part.

Playing catchup here, sorry. I didn't know about all these - scheduling time with @mitchellwright to review where these leads are being put into Marketo.

Thanks for the quick call. I thought you had five offers, not five campaigns for EE trial, so that makes a lot more sense now.

Also, here's the utm parameter stuff we resolved: https://app-ab13.marketo.com/#SC2422A1

Marked the task Check for Lead source being tagged as completed

Marked the task List out the nurture path that a lead will flow into as completed

@joelucas is this all you needed? Close if yes, let us know otherwise :)

Thanks guys!

@hanktaylor Quick question. After the Enterprise Trial program (https://app-ab13.marketo.com/#PG1099A1), what program are the leads moving through from there? Can you list out the specific programs they move through after?

Just an FYI, I had to go in and redo the tracking on all the AdWords campaigns. Autotagging only passes a gclid param which contains all the data, but that means that Unbounce and Marketo can't capture the data. So I created tracking templates and custom variables to pull all the data in properly. We should be all good to go now and happily collecting the UTM parameters.

Awesome, thank you!

Reassigned to @joelucas

Status changed to closed