this should give you a good starting point docs.google.com/spreadsheets/d/1J2tYH34X0QdzwBIMzUVdjLU8kQzpU1FrZnsnn2ELdz8/edit?gid=559112674#gid=559112674
It depends on the channel. We usually do not recommend creating Marketo programs for channels like Paid Ads because instead we create programs and SFDC campaigns for the OFFER they convert on (e.g. demo program/sfdc campaign) and then track the channel where the visitor came from (e.g. paid ad) using UTMs and then add the UTM values as custom fields on the SFDC Campaign member when adding the lead to the campaign. And standardize the UTMs into the Source and Source Detail fields. So for online channels like this we do not need a Channel type to chose from to create a program.
Usually we recommend: Leads, Contacts, and a Custom Obect designed for lifecycle/funnel tracking that ties the lifecycle record to the buyers tipping point source (the campaign/channel that lead to requiring sales to follow up). We have lots of videos on our custom object methodology. If you dont have that I'd also add to Opps. And on the Opp you can decide if you want to copy the original source or the latest (or both)
For the Lead Source Detail - how are you limiting this to a picklist when you have in the descriptions that we should be adding the Name of the specific source? Seems like this would need to be an open text field so that you could stamp it with anything from the field?
Nice catch! We actually recommend this field be a text field because like you alluded to there are always new source details and the list usually ends up being quite long. Plus for web referral it should be the referring website, so we can't always control what that value would be
Do you have a spreadsheet or info about how to organize the lead source, lead source detail and campaign codes? I'm connecting SF to Hubspot.
this should give you a good starting point docs.google.com/spreadsheets/d/1J2tYH34X0QdzwBIMzUVdjLU8kQzpU1FrZnsnn2ELdz8/edit?gid=559112674#gid=559112674
Hi Xander, what is your advice for relating UTMs and the channels one can set up in Marketo?
It depends on the channel. We usually do not recommend creating Marketo programs for channels like Paid Ads because instead we create programs and SFDC campaigns for the OFFER they convert on (e.g. demo program/sfdc campaign) and then track the channel where the visitor came from (e.g. paid ad) using UTMs and then add the UTM values as custom fields on the SFDC Campaign member when adding the lead to the campaign. And standardize the UTMs into the Source and Source Detail fields. So for online channels like this we do not need a Channel type to chose from to create a program.
We work with contacts and Opportunities in SF. Which object would you put what on? Both on each? On Opportunity just "Source Latest"?
Usually we recommend: Leads, Contacts, and a Custom Obect designed for lifecycle/funnel tracking that ties the lifecycle record to the buyers tipping point source (the campaign/channel that lead to requiring sales to follow up). We have lots of videos on our custom object methodology. If you dont have that I'd also add to Opps. And on the Opp you can decide if you want to copy the original source or the latest (or both)
For the Lead Source Detail - how are you limiting this to a picklist when you have in the descriptions that we should be adding the Name of the specific source? Seems like this would need to be an open text field so that you could stamp it with anything from the field?
Nice catch! We actually recommend this field be a text field because like you alluded to there are always new source details and the list usually ends up being quite long. Plus for web referral it should be the referring website, so we can't always control what that value would be
Can you please share the spreadsheet?
sure thing! here you go docs.google.com/spreadsheets/d/1J2tYH34X0QdzwBIMzUVdjLU8kQzpU1FrZnsnn2ELdz8/edit?gid=559112674#gid=559112674