Overview

The article provides a detailed guide on integrating Marketo with Salesforce to track and measure leads using a first-touch attribution model. It outlines the steps for creating custom fields in Marketo, mapping these fields to Salesforce, and setting up hidden UTM tracking in Marketo forms to capture lead source data. The process is crucial for understanding the effectiveness of cross-channel marketing efforts and attributing conversions to employee-shared content.

Information

Learn how to create a new custom field in Marketo, map Marketo properties to Salesforce fields, and add newly created form fields in Marketo. In cross-channel marketing, there are numerous entry points to your landing pages. Tracking the sources, campaigns, content variants, and other elements that generate traffic and conversions on your content is beneficial.

By utilizing a first-touch attribution model with Marketo and Salesforce, you can view all leads converted from employee-shared content. Combining hidden form fields and UTM tracking, enables you to track and measure leads in Marketo field forms and Salesforce. Note that attribution is possible only with content that includes lead capture, such as forms for downloading eBooks, webinars, or other gated assets.

In this article, we will cover:

Creating a new custom field in Marketo
Mapping Marketo properties to Salesforce fields
Adding the newly created form field in Marketo

PART 1: Create a Custom Field in Marketo

Step 1: Access Field Management

Go to Admin and click Field Management.

Step 2: Sync with CRM

If you want the fields kept in sync with your CRM, create them in the CRM, and they will be automatically created in Marketo.

Step 3: Create New Custom Field

Click New Custom Field.

Step 4: Select Field Type

Choose the field Type. This will change how it’s rendered in smart lists and forms in Marketo.

Step 5: Choose String Type

Then select String.

Step 6: Name the Custom Field

Enter the Name (preferably the name of your PostBeyond Instance) as you want it to appear in Marketo. The API Name is automatically generated. You can tweak it, but it cannot be renamed once set. Click Create when done.

NOTE:

Salesforce uses the API name. You can now use this custom field in forms, flow steps, and smart lists!

PART 2: Map Marketo Properties to Salesforce Fields

Once hidden form fields are created, you will need to map Marketo properties to Salesforce fields. They must have corresponding field types to sync properly.

Step 1: Edit Object in Salesforce

In Salesforce (Lightning), go to the contact level, select a contact, and click Edit Object.

Step 2: Select Field and Relationships

Select Field and Relationships, identify the field you want to attach to the previously created Marketo field (in this example, ‘Lead Source’) and select it.

Step 3: Create a New Field Option

This will take you to another page where you can edit picklist options. Select New and create your new "PostBeyond" field option.

Step 4: Save the New Field

Fill out the details and click Save.

PART 3: Track UTM in Forms built by Marketo

First, we’ll need to add a hidden form field. Hidden form fields can silently capture data without the visitor’s input. Here’s how it works:

Step 1: Go to Design Studio

Step 2: Select your form and click Edit Form

Step 3: Add the field UTM Campaign (Note: If you don’t have this field in Marketo you will need to create it as well)

Step 4: Select the field and set the Field Type to Hidden

Step 5: In your form, select the hidden field and click Edit for Autofill

Step 6: If you want to capture URL Parameters (UTM Details) from the page the person is on when filling out the form, you can use URL Parameters to populate your hidden field. Select URL Parameter for Get Value Type

Step 7: Enter the Parameter Name and click Save

Step 8: Click Finish

Step 8: Click Approve and Close

Helpful Resources

Explore the following resources to learn more about revenue attribution and tracking PostBeyond Salesforce attribution:

FAQ

How do I create a new custom field in Marketo?

To create a new custom field in Marketo, access Field Management in the Admin panel, create the field in your CRM to sync automatically with Marketo, select the field type, choose String as the field type, name the custom field, and click Create.

Why is it important to map Marketo properties to Salesforce fields?

Mapping Marketo properties to Salesforce fields ensures that the data collected from your marketing efforts is accurately synced with your CRM, allowing for proper tracking and attribution of leads across different marketing channels.

What are hidden form fields in Marketo and how are they used?

Hidden form fields in Marketo are fields that capture data without the visitor's input, such as UTM parameters from the URL. They are used to track the source of traffic and conversions silently and can be populated automatically using URL parameters when a form is filled out.

What is the purpose of tracking UTM parameters in Marketo forms?

Tracking UTM parameters in Marketo forms allows you to measure the effectiveness of various marketing campaigns by capturing detailed information about the traffic sources, campaigns, and content variants that lead to conversions.