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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 except 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
| Info |
|---|
The GTM ID can be set as 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. |
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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 site or program sent the traffic to the link (LinkedIn, Pardot email, ON24BigMarker, etc.) Examples:
|
utm_medium | Tactic or item that sent them to the link (the email, ad, etc.) Examples:
|
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
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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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MEL (Marketing Engaged Lead)
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70-99
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MQL (Marketing Qualified Lead)
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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. 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.
How does someone MQL?
There are two ways a person can become an MQL – Demo Request and Content Score Up
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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.
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