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First-touch attribution
Initial campaign or activity with our marketing efforts.
Only populated for leads/contacts acquired after implementing our campaign attribution model in May of 2022.
Once set, this information will not change.
Last-touch attribution
Campaign or activity the contact did before becoming an MQL.
Once set, the information will only change if the contact re-MQLs.
Our Campaign Attribution is captured using various tools and techniques, such as utm tracking codes, Pardot forms, marketing automation, etc.
What are the components of our attribution model?
We have 8 sets of fields we use in our attribution model that are visible on the Opportunity, Lead, and Contact records in Salesforce.
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Source Fields
The Source fields are Source, Source Detail, Campaign (Attribution), and GTM ID. These fields are linked to assets, events, webinars, and other similar entities. These items (with the exception of the GTM ID) will remain consistent regardless of how someone arrives at the asset, whether through an email or a social post. This means a specific webinar will always have the same Source, Source Detail, and Campaign (Attribution) regardless of the referral source.
They are set in the following ways:
Completion actions on Pardot forms
Automations in SFDC
Through a list import process
The GTM ID can be set a completion action on the form or as a parameter in the URL.
Field | Definition | How is it set? |
|---|---|---|
Source | Department (Marketing, Sales, etc.) | Completion action on a Pardot form or form handler, or through a list import. |
Source Detail | Asset Type (Webinar - Live, Research Brief, Demo Request) | Completion action on a Pardot form or form handler, or through a list import. |
Campaign (Attribution) | Title of Asset or Parent Campaign | Completion action on a Pardot form or form handler, or through a list import. |
GTM ID (Go to Market) | Go to Market ID | Completion action on a Pardot form or form handler, or through a list import, or as a parameter on the url. |
UTMs
UTMs (Urchin Tracking Module) are five URL parameters used for effectively tracking marketing campaigns. These bits of tracking code allow us to collect information about our visitors. We can view this information in Google Analytics or as information collected in our attribution model.
When UTMs are present on a URL, and others.
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code on the website allows us to capture the information in hidden fields on the form.
UTMs are also used in cases where a URL may not be present, such as a list upload.
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UTM Parameters and Definitions
UTM | Definition |
|---|---|
utm_source | What sent the traffic to the link (LinkedIn, Pardot email, ON24, etc.) |
utm_medium | Tactic that sent them to the link (the email, ad, etc.) |
utm_campaign | Campaign associated with the link |
utm_content | Used to split ads that drive to the same URL for A/B Testing or to test buttons in an email |
utm_term | Optional for search phrases |
What does our marketing funnel look like?
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Marketing Funnel | Score |
MCL (Marketing Captured Lead) | 0-29 |
MNL (Marketing Nurtured Lead) | 30-69 |
MEL (Marketing Engaged Lead) | 70-99 |
MQL (Marketing Qualified Lead) | Prospects: 100+ Customers: 200+ |
What happens when someone MQLs?
Once someone meets our criteria to become a Marketing Qualified Lead (MQL), they enter the Lead Ops MQL Queues for assessment by our team. If they are deemed suitable, an An opportunity is created and assigned to the appropriate sales team if they are deemed suitable. However, if they do not meet the criteria, Lead Ops will either recycle them, refer them to retail, or discard them if they are associated with a disqualified account. The decision to pass them to sales is based on factors like job title, email address type, and other relevant considerations.
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Demo Requests
Demo requests generally happen through a demo form fill or as a hot lead from a tradeshow. When something is designated as a demo request, automations on the backend kick in to ensure the person flows into the MQL View a demo request date so that Lead Ops can process it.Content Score Ups
When people interact with different marketing content, they will accumulate points for each engagement. For example, a form fill is worth 20 points, an email click is worth 2 points, and attending a webinar is worth 15 points. Once a person reaches a specific threshold (100 points for prospects and 200 points for customers), they become an MQL.
What does our marketing funnel look like?
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Marketing Funnel
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Score
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MCL (Marketing Captured Lead)
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0-29
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MNL (Marketing Nurtured Lead)
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30-69
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70-99
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MQL (Marketing Qualified Lead)
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Prospects: 100+
Customers: 200+
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