Guide to Marketo Lead Sourcing - labs.etumos.com

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www.etumos.com Etumos Framework for Marketo Contact: (206) 745-9660

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Guide to Marketo Lead Sourcing

Taking Marketing and Sales initiatives and providing First Touch, Last Touch,

and Multi-Touch reporting capabilities through Marketo

http://www.etumos.com/?utm_source=microasset&utm_medium=premium+asset&utm_content=lead+source+guide&YSR


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Table of Contents

What it is .................................................................................................................................................................3

How it works ......................................................................................................................................................... 4

How to use it ......................................................................................................................................................... 7

Other Notes ........................................................................................................................................................... 11

Lead Source Framework: Appendix ...................................................................................................... 12



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What a Lead Source Program and Framework Are:

A Lead Source Framework groups separate initiatives into a few different categories

in order to account for revenue sources and the returns on investment of individual

strategic initiatives within Marketing, Sales, and otherwise.

This framework is valuable in that it provides the foundational building blocks for data

reporting including first touch, last touch, and multi-touch attribution. We take UTM

parameters that are commonly implemented via a company’s UTM framework and

capture them from hidden fields on forms, then use these UTM parameters to

calculate and stamp each lead source touch—that’s through a Lead Source Program

There are three categories of data being accrued: first touch, last touch, and every

touch. The “first touch” is never overwritten, the “last touch” is overwritten every time,

and “every touch” concatenates every touch into a single field.

There are three hierarchical levels of viewing lead source:

ü Lead Source Category: This provides all-up marketing and sales reporting, a high-

level view useful for CxO-level reporting.

ü Lead Source: This provides marketing strategic initiative-level reporting, useful for

Director-level reporting.

ü Lead Source Detail: This generally provides operational metrics which are

generally less helpful on a macro level, and more useful at a micro level. Useful for

Specialist-level reporting.

This sourcing framework has been developed to account for many different all-up

marketing and sales organizations both now and in the future, but is especially

applicable to demand generation efforts.

Technically, this Lead Source Program is enabled to have one consolidated

Operational program to run all of reporting, allowing data to accrue over time for

sourcing that doesn’t require special attention and does maximize reporting

capabilities over time. It is meant to incorporate First Touch, Last Touch, and Multi-

Touch sourcing as opposed to choosing just one. It creates the building blocks for

weighted multi-touch attribution.



http://www.kaushik.net/avinash/multi-channel-attribution-modeling-good-bad-ugly-models/

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How the Lead Source Program Works:

Hidden fields on every form collect potential UTM parameters. An original form takes

these UTM parameters from the URL directly, but a more advanced format takes

these UTM parameters from a user’s session cookie (written through some JavaScript

that translates the UTM parameters in the URL and stores them in a session cookie).

Upon form submission, these UTM parameters are written to the “last” category of

sourcing data.

“Last” category fields are then written to “First” category fields when the “First”

category fields are blank (“First” category fields cannot be overwritten). “Last”

category fields are then concatenated to “Every” category fields, taking the previous

value of each “Every” field and appending the new “Last” field for UTM tracking.

After UTM parameters have appropriately been stored, we move on to calculating

“Lead Source” values. A Master Router in this case takes the new UTM data from

“Last” category fields and calculates the corresponding Lead Source fields through

cascading logic. If there is an existing UTM framework, this can be incorporated into

the cascading logic of the Master Router, especially important for incorporating a

specific business’ strategic initiatives beyond the norm.

With the Lead Sources being written to the “Last” category, we then repeat the

process of translating these “Last” category fields into both “First” and “Every”

category fields.

Need a refresher on the Master Router program architecture? Check out the video recording starting at

24:57: Architecting a Robust and Scalable Marketo Instance

- The Etumos Team



http://etumos.com/marketing-technology-resources/architecting-robust-scalable-marketo-setup-marketo-summit-2015/?utm_source=microasset&utm_medium=premium+asset&utm_content=lead+source+guide&YSR

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Necessary Building Blocks: Create the appropriate fields within SFDC.

Field Name: Field Type:

Source - First: UTM Medium textarea

Source - First: UTM Source textarea

Source - First: UTM Campaign textarea

Source - First: UTM Term textarea

Source - First: UTM Content textarea

Source - Last: UTM Medium textarea

Source - Last: UTM Source textarea

Source - Last: UTM Campaign textarea

Source - Last: UTM Term textarea

Source - Last: UTM Content textarea

Source - Every: UTM Medium textarea

Source - Every: UTM Source textarea

Source - Every: UTM Campaign textarea



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Set up every form to include hidden fields capturing UTM parameters when they exist.

Field: Where it Pulls

Value From: Default Value:

Source - Last: UTM Medium URL Parameter na

Source - Last: UTM Source URL Parameter na

Source - Last: UTM Campaign URL Parameter na

Source - Last: UTM Term URL Parameter na

Source - Last: UTM Content URL Parameter na



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How to Grow and Modify your Lead Source Program

If you wish to modify the structure such as to incorporate your UTM Framework or

modify your existing UTM Framework, there are a few steps to be taken, mostly in

changing the Master Router that calculates sources based on the UTM fields.

1. To put your own UTM Framework into the Lead Source Program, clone an

existing UTM smart campaign child campaign such as “210a - Inbound: Email

(UTM)” in the example. This is a smart campaign that assigns Lead Source

values based on the UTM values that are captured on form submit.



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2. Create or clone an existing UTM smart list, such as “1 - Email (UTM)” in the

example.

3. Modify the new UTM smart list to watch for the appropriate new value from

your UTM framework, usually watching the “Medium” field on the “Source -

Last” field category:

.



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4. Modify the flow steps of the new cloned child smart campaign, making sure

you’re assigning the correct new values based on your UTM Framework:



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5. As a final step, change the Master Router smart campaign to add your new

smart campaign as a choice within the Request Campaign flow step. Make sure

your new value (based on UTM parameters) happens as a step before “Generic

(Post-First Touch)”—cascading logic means that the first rule that qualifies is

the one that fires!



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Other Notes • When you’re creating fields, make sure that the “First” source category fields

are not over-writable.

• All non-inbound leads (manually created, list imports, or created in SFDC) need

to have Lead Source and Source Detail manually defined upon creation in order

for proper tracking. This Lead Source program stamps people based on form

fill-out, which could be easily modified, but needs special considerations based

on your business logic.

• All list imports in Marketo must include manually-defined Lead Source, Lead

Source Category, and Lead Source Detail as part of the list scrubbing process.

What do you think? Was this helpful? Not helpful enough? Too helpful? Let us know!

- The Etumos Team

[email protected]



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Lead Source Framework: Appendix

The following Lead Source Framework is a starting point of a lead source framework,

applicable for well-rounded demand generation marketing. These values will change

specifically if there are more primary areas of focus and this level of granularity does

not meet your reporting needs.

Values in italics generally require manual assignment.

Lead Source Category:

Inbound Outbound Referral

Lead Source Category:

Inbound: Online Advertising Inbound: Organic Inbound: Direct Inbound: Social Inbound: [UTM Framework category as applicable] Inbound: Generic Inbound: Web Referral Inbound: Event Outbound: List Purchase Outbound: Prospecting Outbound: Targeted Accounts Referral: Employee Referral: Partner Referral: Customer

Lead Source Detail:

Inbound: Email (UTM) - {{lead.Source - Last: UTM Source}} {{lead.Source - Last: UTM Campaign}} Inbound: Generic (Post-First Touch) Inbound: Organic - [Search Engine Name] Inbound: Social - [Social Media Network Name] Inbound: Direct Inbound: Web Referral



Guide to Marketo Lead Sourcing - labs.etumos.com

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