Merge branch 'add-section-listening-campaigns-pathfactory-dmp-sdd' into 'master'

Add section re: listening campaigns

See merge request gitlab-com/www-gitlab-com!36999

source/handbook/marketing/revenue-marketing/digital-marketing-programs/digital-marketing-management/pathfactory-management/index.html.md

@@ -35,13 +35,13 @@ PathFactory is our [content library](/handbook/marketing/corporate-marketing/con
 Periodically, significant changes are made or added to PathFactory and processes that affect overall data and reporting. As such we have a [changelog](https://docs.google.com/document/d/1qd9X-V0WNBTklCKNYVRmjJtiOcPu6dZYkfJ2uuQt_Co/edit?usp=sharing). Everyone with author access that is making additions or changes to assets, content tracks, or otherwise should add their changes to the changelog with a linked issue. Scenarios for adding to the changelog:
-*  Creation or launch of a new content track and where it will be used
-*  Creation or launch of a new website promoter
-*  Additions or changes to a form strategy within a live content track
-*  Additions or changes to assets within a live content track
-*  Expiration of an asset from the content library
-*  Change of a custom URL slug for an asset or content track and why
-*  Change of promote settings within a live content track and why
+1.  Creation or launch of a new content track and where it will be used
+1.  Creation or launch of a new website promoter
+1.  Additions or changes to a form strategy within a live content track
+1.  Additions or changes to assets within a live content track
+1.  Expiration of an asset from the content library
+1.  Change of a custom URL slug for an asset or content track and why
+1.  Change of promote settings within a live content track and why
 ### Managing PathFactory
@@ -156,7 +156,11 @@ You can bulk upload multiple assets to the content library via a CSV file.
 ### Form Strategy
-Form strategy is used on content tracks to collect data from unknown visitors and additional data from known users. Not all content tracks will or should have form strategy turned on; this determination is typically made by the responsible MPM. The forms used in PathFactory are directly tied to currently existing Marketo forms. For help with PathFactory forms and workflows, please create an issue in the Marketing Operations repository. For help with adding form strategy to a content track, create an issue in the Digital Marketing Programs repository and ping `@sdaily`. Form strategy should be determined by the marketing program manager and digital marketing manager responsible for the content track. 
+Form strategy is used on content tracks to collect data from unknown visitors and should only be used when a track entry point is **not** from a webform or landing page (i.e. direct link from digital ad or web promoter). Not all content tracks will or should have form strategy turned on. The forms used in PathFactory are directly tied to currently existing Marketo forms. If the form strategy is implemented, please ensure `Show to Known Visitors` is left **unchecked**.  
+* For help with PathFactory forms and workflows, please create an issue in the Marketing Operations repository and apply `MKtgOps` & `PathFactory` labels.   
+* For help with adding form strategy to a content track, create an issue in the Digital Marketing Programs repository and ping `@sdaily`.
+
+**Please Note:** We have [listening campaigns](/handbook/marketing/marketing-operations/pathfactory/#listening-campaigns) in Marketo set up to capture consumption of content that would have been gated had PathFactory not been implemented. The listeners also incorporate PathFactory activity into the [MQL scoring model](/handbook/business-ops/resources/#mql-scoring-model). This means that you do not need to add form strategy to a content track if entry point is from a landing page and there are listening campaigns set up for assets in your track that would normally be gated. [Please create an issue](https://gitlab.com/gitlab-com/marketing/marketing-operations/issues) in the Marketing Operations repo and assign `@jjcordz` to set up a lisetning campaign for an asset.
 #### Adding Form Strategy to a Content Track