Sonus Marketing Attribution

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17 févr. 2014 (il y a 3 années et 1 mois)

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© nFusion Gr
oup, LLC Proprietary and Confidential


1





Sonus

Marketing Attribution

Systems Integration Guide

v1.1



© nFusion Gr
oup, LLC Proprietary and Confidential


2

Summary


The purpose of this docum
ent is to provide Sonus

an implementation guide for establishing a
baseline
integration of its

website, Marketo and Salesforce.com systems. This integratio
n will

serve to identify
and track leads
from initial site visit to s
ales

close across all three systems and is broken out into the
following sections:




Website Visitor Tracking

(Munchkin)



Marketo and Salesforce.com Integration



Website and Marketo

Integrat
ion


This document makes the following operating assumptions:




Sonus Marketo and Salesforce.com system owners possess a working knowle
dge of their
respective system

fundamentals and operation
; this guide is not a substitute for training



Sonus has access to

experienced JavaScript developers for the creation, implement
ation and
testing of the cookie
-
based tracking code outlined below


INTEGRATION ARCHITEC
TURE

To accommodate

Sonus’s approaching site launch date and
straightforward site architecture nFusion
rec
ommends a simplified integra
tion strategy to quickly enable

Marketo and Salesforce.com
lead
tracking. This str
ategy will utilize a single non
-
Marketo hosted contact form along with website based
tracking cookies to propagate lead marketing source informati
on from the site into Marketo and then on
to Salesforce.com.





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oup, LLC Proprietary and Confidential


3


As Sonus’s marketing automation and nurturing strategies evolve additional Marketo functionality
should be utilized to increase program effec
tiveness and tracking. Campaign
-
specific landing p
ages
and forms,
lead scoring plans and other
nurturing
functionality are all available and useful tools
provided by Marketo.


PROJECT PLAN


A Microsoft Project document will be provided with this guide summarizing the implementation tasks
contained in this

document. The project plan will illustrate task interdependencies and suggest owners
and durations
for each task.


REVISION HISTORY


1.1



Added field to allow for the direct setting of Salesforce.com campaign status

o

URL parameter

>

utm_status

o

Cookie field

>

campaign_sta
tus

o

Form
/
Marketo

field > campaign_status



Simplifi
ed instructions and logic for SFDC assignment
smart campaigns

in Marketo

o

Removed use of IF logic for leads with passed SFDC campaign ids

o

Enabled direct assignment of campaign and status

o

Provided Marketo knowledge base article on dynamic assignment of campaigns

Website Visitor Tracking (
Munchkin
)


Marketo provides the ability to track deta
iled lead interactions with the Sonus

website via its M
unchkin

tracking
functionality.

The information about site visitors
that

Munchkin gathers
is

availab
le in Marketo
serving to enrich lead profiles and customer understanding.

Marketo also offers an

optional package
,
“Marketo Sales Insight”,

at additional

pricing which

propa
gates site activity informatio
n

into
Salesforce.com a
t the lead and

contact level.



Highlights of this functionality include:




Track both known and anonymous lead interactions online



Know what companies are visiting the site even if they don’t fill out forms (reverse IP)



Create notifications for sales when leads visit the site via Sale
sforce.com integration



Track the original lead source that first brought someone to your website

DEPLOY
MUNCHKIN TRACKING CO
DE


The first step to enable Munchkin is to p
lace its JavaScript tags on the Sonus

website
. Marketo
recommends tagging the

entire we
bsi
te;

this is most easily accomplished
by placing
the Munchkin tags
in a site
-
wide HTML footer

that is included before t
he ending <body> tag. The
code snippet
below
is


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oup, LLC Proprietary and Confidential


4

available on the
Munchkin Admin page within the Marketo web interface at Admin > Integr
ation >
Munchkin.


Tracking Code:

<script type="text/javascript">

document.write(unescape("%3Cscript src='" + document.location.protocol +


"//munchkin.marketo.net/munchkin.js' type='text/javascript'%3E%3C/script%3E"));

</script>

<script>Munchkin.init('262
-
QDE
-
950');</script>



This code represents the “simple”
tracking code type
,

which does n
ot require the presence of the
j
Query code library and ignores browser

s requests to remain anonymous to tracking.

If
the support of
anonymous browsing is desired edit the “Lead Tracking” section on the Munchkin Admin page at
Admin
> Integration > Munchkin and select “Support
.”

This will modify the JavaScript code snippet to include
code to not cookie browsers with anonym
ous browsing enabled.


Additional i
nformation

from Marketo
:

Munchkin Overview

Munchkin Tracking Code

ENABLE
MUNCHKIN
AND SOAP
API
S


Marketo provides both JavaScript and SOAP based APIs (application programming interface
s
) to allow
users to gain external access to Marketo

for enriching, extracting or otherwise interacting with
Marketo’s lead database. The

SOAP API supports the use of multiple programming languages
including Java, PHP and .NET and its use is recommended over that of the JavaScript API by Marketo.
Marketo’s existing Sales Insight and Lead Management Salesforce.com integration utilize the SOA
P
API.


Sonus’s current Marketo implementation configuration has the SOAP API enabled and the Munchkin
API disabled. If Sonus wishes to utilize JavaScript as part of its future marketing automation efforts for
the website or external parties it will need t
o activate the Munchkin API.


Settings for the two APIs can be configured in the following locations:

Munc
h
kin API:
Admin > Integration
> Munchkin

SOAP API:
Admin > Integration
> SOAP API


Additional

i
nformation

from Marketo
:

Enabling Munchkin API

Marketo SOAP API Overview

Marketo and Salesforce.com Integration


Proper integration of the Marketo and Sales
force.com sy
stems is crucial to

tracking marketing ROI and
attribution

successfully. Whil
e it appears that a baseline connection and sync
h
ronization of the two
systems is already in place additional steps are necessary to complete a functional marketing
in
tegration.




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oup, LLC Proprietary and Confidential


5

A properly function
ing

integration will allow:




Synchronization and enrichment of lead and customer data across both systems



Propagation of leads from within Marketo to Salesforce.com for routing and qualification



Propagation of lead activities

including site visits and email interaction from Marketo into SFDC

MARKETO LEAD MANAGEM
ENT APP


Although it is underutilized

the Marketo Lead Management application has already been installed
in
Sonus’s Salesforce.com instance
. A review of the installatio
n configuration and settings by the Sonus
Marketo and Salesforce.com system owners should be conducted to familiarize themselves with how
data is synchronized between the two syste
ms. Extensive information on

the mechanics and
configuration of the
integrat
ion
,

including field
mapping and exclusion,
synchronization settings and
best practices
,

can be found in the links provided below.


Additional i
nformation from Salesforce.com

and

Marketo
:

Marketo Lead Management App Installation Overview

Marketo Lead Management App Installation Guide


ENABLE SALESFORCE.CO
M CAMPAIGN SYNC IN M
ARKETO


A
s of late 2011 Marketo provides a powerful campaign synchronization functionality that automatically
syncs Mark
eto Program and Salesforce.com c
ampaign information
,

including member data, campaign
type and cost information between the two systems. Although
the usage of this functionality is not part
of nFusion’s initial recommended configuration for Sonus we recommend enabling

it

now to
accommodate Sonus’s

usage of Marketo expands in complexity and scope.


A Marketo administrative user can enable this functi
onality by clicking “Edit” on the “Sync Options” on
the Salesforce
.com

page within the Marketo web interface at Admin > Integration
> Salesforce. The
following pop
-
up windo
w will be displayed:




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oup, LLC Proprietary and Confidential


6



The administrator will need to check the “Enable Salesforce

Campaign Sync” box and specify default
lead information for Salesforce.com for Marketo leads that are missing last name or company field data.
Additionally, if desired, activity information from Marketo related to email marketing and form can be
synchroni
zed into Salesforce.com as activity records on leads and contacts already synced with
Marketo.


As mentioned in the Marketo documentation linked below the Salesforce.com user specified for the
Marketo integration (
marketo@sonusnet.com
)
MUST

have the “Marke
ting User” permission enabled for
that user.
To enable this a Salesforce Admin would do the following:
Setup > Administration Setup >
Manage Users > Users > Select User Role > Edit User Role > Enable Marketing User on the User
Detail Page > Save Change
.



Additional information from Marketo:

Marketo Program and Salesforce Campaign Sync Overview

ENABLE CAMPAIGN INFL
UENCE IN SALESFORCE.
COM


Customers

are often influenced by multiple

marketing activiti
es during their journey from unknown web
visitor to lead, opportunity and finally closed sale. Salesforce.com provides the “Campaign Influ
ence”


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oup, LLC Proprietary and Confidential


7

functionality within its

system to provide visibility to all of the marketing campaigns that
influenced the
contacts associated with an opportunity. The link below includes instructions for activating and
configuring this functionality within Salesforce.com
.


Additional information from Salesforce.com
:

Setting Up Campaign Influence for Opportunities

ADD LEAD AND PPC TRA
CKING FIELDS TO SALE
SFORCE.COM

AND

MARKETO


Marketo’s Munchkin functionality (discussed

previously) provides some base
-
level source tracking data
that i
s available within Marketo. To properly integrate with Sales
force.com and provide enhanced

marketing attribution insight nFusion recommends that Sonus creates additional fields in
Salesforce.com and Marketo.

These fields will be populated from data contain
ed in the external
referring URL captured by a website tracking cookie and then submitted via hidden fields in website
form submissions.


The table below outlines the additional fields, their purpose, data type and where they need to
be
created. The conten
t, medium

and term fields serve slightly different uses depending on the type of
external source driving traffic to the site.


Field Name

Type

Description

MKTO

SFDC

campaign_
id

string

Salesforce.com campaign id

X


campaign_status

string

Salesforce.com ca
mpaign status

X


referred_
url

Url

Referring external URL

X


original_lead_source

str(30)

First lead source
(Google, website
)


X

original_lead_source_detail

str(255)

First lead source detail


X

most_recent_lead_source

str(30)

Most recent source (Google,

website
)


X

most_recent_lead_source_detail

str(255)

Most recent lead source detail


X

c
ontent

str(50)

Ad content, creative, ad group


X

m
edium

str(20)

Channel (PPC, banner, webinar)


X

t
erm

str(50)

Ad placement, PPC keyword, email date


X


Fields mar
ked as Marketo “MKTO” should be created directly
within the Marketo web i
nterface at
Admin > Field Management > New Custom Field.


Fields marked as Salesforce.com “SFDC” should be created on
BOTH

the Lead and Opportunities
objects within Salesforce.com at
Setup > Customize > Leads/Opportunities > Fields.
Please remember
to map the Lead fields to the Opportunity fields
in the “Lead Fields” screen by clicking “Map Lead
Fields
.”

If desired these fields can be added to the Lead and Opportunity page layouts by a
n admin to
provide additional information to Sonus sales and marketing personnel. Regardless of that choice these
fields should be available for reporting purposes within Salesforce.com
.


Once the Salesforce.com fields are created additional administrative

work is necessary to make them
available within Marketo. A link included below gives detailed instruct
ions on how to change the field
-
level permissions of the Salesforce.com Marketo user to make these fields sync into Marketo.


The original lead source fi
elds should only be set ONCE when the lead is originally created in Marketo.
A Marketo smart campaign will be utilized to set the initial values of these fields (detailed later in the
Marketo smart campaign section). In order to prevent the original lead s
ource fields from getting
overwritten later a Marketo admin will need to block updates to these fields
within the Marketo web


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oup, LLC Proprietary and Confidential


8

i
nterface at Admin > Field Management > Field Act
ions
> Block Field Updates. All of the entries in the
Block Updates Form dialogue

should be checked EXCEPT “Flow change data value
.”





Additional information from Marketo:

How to Make a Salesforce
.com

Field Available in Marketo

Stock Marketo Search Fields

Tracking Original Lead Source in Marketo (Customer Discussion)

IMPLEMENT
MARKETO SALES INSI
GHT

(OPTIONAL)


nFusion highly recommends
Sonus
purchase and

implement the Marketo Sales Insight application for
Salesforce.com
. This application would give sales staff direct insight into their leads


interactions with

the Sonus website and email marketin
g in addition to a number of other useful features that can help
close sales.

Sales Insight can be purchased on a per seat basis for use by select SFDC users.


Key Marketo Sales Insight Functionality:




“Best Bets” watch list dashboard informed by lead acti
vity and scoring helps prioritize time



Behavior tracking functionality shows relevant web

and email activity by leads

follow
ed



Anonymous traffic analysis allows sales to see which companies are visiting the site in their
territory and utilize LinkedIn, Dat
a.com and other resources to create new leads



Mobile access to follow activity on smart device
s

on the go



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oup, LLC Proprietary and Confidential


9


Additional

i
nformation

from Marketo
:



Marketo Sales Insight Overview



Marketo Sales Insight Pricing

Website and

Marketo

Integration


The final step of the propagation of lead submissions, site activity and other web interactions from the
sonusnet.com website into Marketo is the implementation of site tracking functionality and the
integration of site forms with their Marketo counterparts. As it stands currently
,

limited information about
site visits and activity makes its way into Marketo
and only on an anonymous lead level.


A properly function
ing

integration will allow:




Tracking of initial and subsequent lead sources, including campaigns



Propagation of lead site activity, form submissions and other data into Marketo

IMPLEMEN
T

SOURCE TRAC
KING SITE

COOKIE


In order to

track inbound lead sources
accurately
nFusion recommends the implementation of a lead
source tracking cookie on the sonusnet.com website. This cookie will serve to capture information
about the website visitor’s external sourc
e

from the referring URL
. The cookie will be used to populate
hidden fields on contact forms th
at the site visitor

fills out propagating lead source information into
Marketo.


Cookie requirements:




Cookie

code
written in JavaScript/JQuer
y and present acros
s the site



Cookie
code
will set values based on passed parameters in the referring URL
, unless the first
site visit is direct (bookmark, type in site name) in which case the “utm_medium” value should
be set to “Direct” via code logic



Cookie code should rec
ognize inbound
organic search links from the major search engines
(Google, Bing, Yahoo, MSN) and populate the cookie as follows; “utm_source” set to search
engine name (e.g.
,

Google, Yahoo, Bing, MSN) and “utm_medium” set to “SEO”



Cookie
code should overwr
ite values

EACH time the visitor comes to the websi
te from an
external source (e.g.
,

if a visitor with a pre
-
existing
tracking
cookie revisits the site from Google,
a newsletter link, etc
)

reset the source data information

to reflect the new inbound source



Cookie
code should NOT overwrite values if the

visitor revisits the site directly (i.e.
,

via
bookmark or typing in the site name

as this would be a BLANK source
)

UNLESS the cookie
does not already exist



JavaScript code p
resent on site contact forms should

extract information from the cookie and
populate that data into hidden form fields


The cookie should store the following information in an easily extractable format:


Name

Description



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oup, LLC Proprietary and Confidential


10

utm_campaign

Salesforce.com campaign ID

passed as utm_campaign on the

referring URL

utm_status

Salesforce.com campaign status passed as utm_status on the referring URL

referred_
url

Complete r
eferring external URL

utm_source

S
ource (Google, website)

passed as utm_source on the referring URL

utm_content

Ad content, creati
ve, ad group

passed as utm_content on the referring URL

utm_medium

Channel (PPC, banner, webinar)

passed as utm_medium on the referring URL

utm_term

Ad placement, PPC keyword, email date

passed as utm_term on the referring URL


The following table maps
the data stored in the tracking cookie to hidden form fields that should be
present on the contact form. JavaScript code will need to be written to extract the cookie data and push
it into these fields. These fields are discussed in more length in the “Add

Lead and PPC Tra
cking Fields
to Salesforce.com and

Marketo” and “Create Marketo Contact Form” sections of this document.


Cookie Field
Name

Form Hidden Field Name

utm_campaign

campaign_id

utm_status

campaign_status

referred_
url

referred_url

utm_source

most_recent_lead_source

utm_content

content

utm_medium

medium

utm_term

term


The purpose of the tracking cookie is to propagate detailed lead source information into Marketo once a
visitor converts and fills out a form. The requirements defined above
serve to track the lead’s MOST
RECENT external referring source,
not the original source of the

site visit. This is a philosophical
decision to attribute more credit to the last referring source as driving the conversion.

Marketo does
track information abo
ut a lead’s original source via its own tracking cookie and fields and can propagate
some information about that source into Salesforce.com if so desired.





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oup, LLC Proprietary and Confidential


11


CREATE MARKETO DNS C
NAME

AND

CONFIGURE LANDING PA
GE SETTING
S


In order to u
tilize Marketo’s landin
g page and

form functionally Sonus needs to designate a sub
-
domain
of

sonusnet.com (e.g.
,

info.sonusnet.com) that will be pointed at Marketo’s web servers via a DNS
CNAME. This CNAME must be in place in order for the site cont
act form to submit into Market
o.
Additional settings relating to the website
’s home page and a fall
-
back page should also be set at this
time.


Current Marketo landing page settings:



Once a sub
-
domain has been selected Sonus IT will need to add the appropriate record to Sonus’s
DNS
severs to enable this functionality. The Marke
to administrator can then

modify Marketo’s landing
page settings from within the Marketo web interface at

Admin > Landing Pages > Edit Domain Settings
.

Detailed instructions for the configuration of a CNAME and

landing page settings can be found in the
link below
.


Additional Information from Marketo:

Customize Marketo Landing Pages with Your Domain (CNAME)

CREATE M
ARKET
O

CONTACT FOR
M


As

Sonus is not utilizing Marketo hosted landing pages and forms to capture lead form submissions at
initial site launch an interim solution is necessary. To facilitate the propagation of form submissions
from the website into Marketo a “stub” Marketo f
orm and landing page must be created.

This landing
page and form will receive data from the sonusnet.com website and propagate it into the Marketo lead
database.



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oup, LLC Proprietary and Confidential


12


The first step in this process is the creation of a form within Marketo’s design studio. nFus
ion has
alrea
dy created a draft of this form that contains the basic form fields present in the current
sonusnet.com contact form. The draft form is
named “
Website integration form” and can be found in
the

Website integration forms” folder in the design
s
tudio.


Once the Marketo and Salesforce.com lead tracking fields outlined in the “Add Lead and PPC tra
cking
fields to Salesforce.com and

Marketo” section of this document have been created a subset of these
fields need
s

to be added to the Marketo website i
ntegration form as hidden fields. These fields will be
propagated into the website form via JavaScript from the tracking cookie discussed in the “Implement
Source Tracking Site Cookie” section of this document.


The Marketo

administrator s
hould add the fol
lowing

fields

to
the
website integration form

as hidden
fields to facilitate the transmission

of tracking data into Marketo and

Salesforce.com
: campaign_id,
campaign_status,

referral_url, most_recent_lead_source, most_recent_lead_source_detail, content,
me
dium
and

term
.


The included link below contains detailed instructions for creating a form and landing page for use on a
non
-
Marketo hosted site form.


Additional i
nformation from Marketo:

Using Marketo Forms on non
-
Marketo Pages

CREATE MARKETO CONTA
CT LANDING PAGE

AND

INTEGRATE WITH WEBSI
TE FORM


Now that a Marketo form has been created

a Marketo landing page
is needed
to serve it. nFusion has
already created a draft of this form
named “Website integration LP” in the “Website integration pages”
folder in Marketo’s design studio.


Once the all of the required fields have been added to the
website integration form in the previous step
the landing page should be ready for approval. Th
e link below contains detailed instructions for
extracting the HTML from the landing page and embedding it within the sonusnet.com contact form.
Special attention should be paid to these instructions to
ensure that form and tracking
data
submits
correctly
to Marketo.


Additional Information from Marketo:

Using Marketo Forms on non
-
Marketo Pages

CREATE
SALESFORCE.COM

CAMPAIGNS


Salesforce.com campaigns should be created for every ma
jor marketing initiative Sonus has in market
driving traffic to the website. These camp
aigns will be used to track a variety of metrics including: leads
generated, opportunities created and opportunity value (open/won). Campaign reporting will provide
over
all insight into the effectiveness of marketing initiatives.


Before these campaigns are created en masse thought should be g
iven to developing

campaign
standards and processes:




Campaign naming conventions (e.g.
,

PPC


Google


SBC


Q312)



Campaign types
(e.g.
,

PPC, Email, Referral, Events, etc
.
)



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oup, LLC Proprietary and Confidential


13



Campaign member statuses by type (e.g.
,

Responded, Registered, Attended, etc)



Campaign field usage
,

including active flag, start/end dates, costs


A discussion of Sonus’s planned marketing initiatives for the next

year
,

including the various vehicles,
tactics and targets
,

would help shape these standards and tailor them to Sonus’s needs.

nFusion will
provide guidance on suggested campaign naming schemes, campaign member statuses, and
campaign groupings in a future
deliverable.


Once campaigns are created a reference report
of

all
active
Salesforce.com campaigns
, including their
name, dates and SFDC ID
s should be generated. This report will be used to set

up the Marketo smart
campaigns that will route leads from Mark
eto into Salesforce.com.


Additional i
nformation from Salesforce.com:

Best Practices in Campaign Management: Tips & Tricks

Campaign Implementation Guide (PDF Spring 2012)

CREATE SALESFORCE.CO
M ASSIGNMENT
SMART CAMPAIGNS

IN MARKETO


The use of a single contact form in lieu of individual Marketo served landing pages and forms for
spe
cific marketing campaigns requires some creativity in properly propagating lead data into
Salesforce.com. The approach outlined below utilizes Marketo’s smart campaign functionality to
identify, segment and accurately assign leads into Salesforce.com
.


Mar
keto Salesforce.com synchronization flow:




Website contact form is filled out and submitted



Marketo “Lead Source Assignment” smart campaign is triggered (see below)

o

Original lead source fields are populated by smart campaign



Marketo “c
hannel” smart campaig
n is triggered based on “medium” field passed in from website

o

Smart campaign synchronizes lead with Salesforce.com

o

Smart campaign adds lead to Salesforce.com campaign based on “campaign_id” field


nFusion created a stub Marketo program and smart campaign t
o illustrate how this architecture would
work in practice for website form submissions sourced from Google Adwords. Due to the lead source
tracking fields not being present it was not possible to completely flesh out them out, however the
st
ructure is ther
e. T
he “SEM Inbounds” program
can be found
under the “Salesforce.com Integration”
folder in the “Marketing Activities” section of Marketo.

The smart campaign flow section first syncs the lead to Salesforce.com then uses the passed
campaign_id and campaign_
status fields from the form submission to add the lead to a Salesforce.com
campaign and set the appropriate campaign status. The following outline sketches out the settings for
each section of the “Google SEM Campaigns” smart campaign.





© nFusion Gr
oup, LLC Proprietary and Confidential


14


Smart List “Who”:




Trigger: Data Value Changes “
campaign_id




Trigger: Fills Out Form “Website integration form”



Filter:
“campaign_id”

IS NOT EMPTY



Filter: “campaign_status” IS NOT EMPTY



Filter:
“medium”

IS “SEM”


Flow “What”:




SFDC Action: Sync Lead to SFDC



SFDC Action: Ad
d to SFDC Campaign

o

Set Campaign directly from Marketo field {{lead.campaign_id}}

o

Set Status directly from Marketo field {{lead.campaign_status}}


Schedule “When”:




Set campaign status to “Active”



Set qualification rules to “Run flow every time”


B
elow is a

screenshot of the “Flow” section of the
“Google SEM Campaigns”
smart campaign to
illustrate the how the lead is synced to Salesforce.com and added to a SFDC campaign. The status
field is blank as the “campaign_status” field does not yet exist, it would be

{{lead.campaign_status}}.




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oup, LLC Proprietary and Confidential


15



A program like “PPC Inbounds” should be added for every major channel th
at drives traffic to the site
(Email, Online Display, External S
ites). Under these programs smart campaigns should be configured
that filter
appropriatel
y
based

on the lead source tra
cking fields (medium, most_recent_lead_source
)
and then assign the leads into the correct Salesforce.com campaigns
. Adding smart campaigns to
differentiate between major campaign sources is also advisable, for example if Sonus

were to run PPC
with Bing the addition of a “Bing SEM Campaigns” smart campaign under the “SEM Inbounds” program
would help create meaningful structure.

For ease of configuration existing programs and smart
campaigns can be cloned in Marketo to save time.

nFusion also recommends the configuration of “Direct” and “SEO” programs and

child


smart
campaigns within Marketo to track leads from native search activity
as well as leads that

come directly
to the site. These smart campaigns would be configur
ed sligh
tly differently as the inbound URLs would
not contain the normal tracking fields.


“Direct” Smart Campaign


Smart List “Who”:




Trigger: Fills Out Form “Website integration form”



Filter:
“medium”

IS NOT EMPTY



Filter:
“medium”

IS “Direct



Flow “What”:



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oup, LLC Proprietary and Confidential


16




SFDC

Action: Sync Lead to SFDC



SFDC

Action: Add to SFDC

Campaign “Website Direct Leads
” and set Campaign Status


“SEO” Smart Campaign


Smart List “Who”:




Trigger: Fills Out Form “Website integration form”



Filter:
“medium”

IS NOT EMPTY



Filter:
“medium”

IS “SEO”


Flow “What”:




SFDC Action: Sync Lead to SFDC



IF “most_recent_lead_source” is “Google”

o

SFDC Action: Add to SFDC Campaign “SEO Google Leads” and set Campaign Status



IF “most_recent_lead_source” is “Bing”

o

SFDC Action: Add to SFDC Campaign “SEO Bing Leads” a
nd set Campaign Status



IF “most_recent_lead_source” is “Yahoo”

o

SFDC Action: Add to SFDC Campaign “SEO Yahoo Leads” and set Campaign Status

CREATE LEAD SOURCE A
SSIGNMENT SMART CAMP
AIGN

IN MARKETO


To populate our “original_lead_so
urce” field in Marketo (and

then

Salesforce.com via synchronization)
we need a mechanism to set this field when a new lead from t
he website is created
.
The easiest way to
accomplish this is to create a Marketo smart campaign. nFusion created an “Original Lead Source”
smart campaign
stub in Marketo that should be further configured as follows.


Smart List “Who”:




Trigger: Data Value Changes “
most_
recent
_lead_source




Trigger: Lead is Created



Filter:


original_lead_source”

IS EMPTY



Filter:


most_recent_lead_source


IS NOT EMPTY






© nFusion Gr
oup, LLC Proprietary and Confidential


17

Flow
“What”:




Change Data Value, attribut
e “
original
_lead_source”
, New
Value:

{{lead.
most_
recent
_lead_source
}}


Schedule “When”:




Set campaign status to “Active”



Set qualification rules to “Run flow once”


Assuming the instructions on blocking field updates wer
e followed in the “Add Lead and PPC Tra
cking
Fields to Salesforce.com and

Marketo” section the original source field should be protected from any
further updates.


Additional i
nformation from Marketo:

Assigning Leads to Salesforce Campaigns Dynamically

Lead Source Tracking Discussion


CONDUCT END
-
TO
-
END SYSTEM TESTING


After completing all of
the activities outlined in this document extensive testing should be conducted to
ensure lead data is propagating correctly from the website into Marketo and then on to Salesforce.com
in the form of leads with associated campaigns. This testing should incl
ude simulating lead traffic to
the
website from multiple

different sources to test all components of the system.


nFusion will provide an end
-
to
-
end testing spreadsheet template with example test cases to help guide
Sonus through this process in a future d
eliverable. The template contains an exha
ustive level of detail
,

including

lead source

URLs and vehicles
, contact form details provided and fields to track how the data
subsequently appears in Marketo and Salesforce.com
.