Overview

This article provides a step-by-step guide on how to track leads generated through content shared by employees using PostBeyond in conjunction with Salesforce and HubSpot's first-touch attribution model. It explains the process of creating hidden form fields in HubSpot, mapping these to Salesforce fields, adding these fields to HubSpot forms, and setting up custom workflows to attribute leads to the PostBeyond campaign.

Information

With the first-touch attribution model using HubSpot and Salesforce, it's possible to track leads generated through content shared by employees. This method involves the use of hidden form fields and UTM tracking to monitor leads in both HubSpot and Salesforce. However, attribution is limited to content that requires a gated form, such as eBooks, webinars, or whitepapers.

Note: This feature is only available to users with the Professional and Enterprise versions of HubSpot.

The 4 Parts of This Process

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

PART I: Create a New Custom Field in HubSpot

First, your lead capture forms will require a hidden field to collect contact data through form submissions. Understanding how hidden fields work in HubSpot is important for seeing which leads were generated through PostBeyond.

Step 1: Create a new custom field in HubSpot

Make sure you note down the internal name of the field - PostBeyond Campaign (Settings->Properties->create a property).

Step 2: Match the internal name to the UTM name

Match the internal name to the UTM name of your custom PostBeyond URLs. In this example, Internal name = utm_campaign.

Map HubSpot Properties to Salesforce Fields

Once hidden form fields are created, you will need to map HubSpot properties to Salesforce fields. They must have corresponding field types in order 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 HubSpot field (in this example 'Lead Source') and select it.

Step 3: Edit Picklist Options

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

Step 4: Fill Out the Details and Save

Fill out the details for the new field option and click 'Save'.

Adding a Hidden Form Field in HubSpot

To integrate the newly created form field (PostBeyond Campaign) into your HubSpot forms, you should add it as a hidden field. This ensures that the field is not visible to the public.

Note: It is essential to add this hidden field to all forms used on the landing pages that will be shared via PostBeyond to enable tracking.

Navigate through the HubSpot dashboard by clicking 'Marketing' > 'Lead Capture' > 'Forms'. Then, select the option to 'Add Form Field'.

Once you have added the field, select the option to ‘Make Field hidden’ and then click ‘Publish’ to save the changes.

PART IV: Create a custom workflow in HubSpot

In the final stage of this process, you will create a custom workflow in HubSpot.

Step 1: Navigate to Workflow Creation

Click through 'Automation' > 'Workflows' > 'Create workflow'.

Step 2: Set Enrolment Triggers

Select ‘Set enrolment triggers’ > 'Contact properties'.

Find the property that was created in section 1 (ex. PostBeyond campaign).
Set ‘is equal to any of’.

Step 3: Activate the Workflow

Review final details and 'Turn on' the workflow.

After setting this process up, any lead that fills in a form on a piece of content shared by an employee through PostBeyond will have the lead source ‘PostBeyond’.

Note: For any new forms that are created in the future, the same hidden form field can be applied going forward.

Next Steps

Set up HubSpot Dashboards to quickly and easily digest information from PostBeyond data.

Helpful Resources

FAQ

What is the purpose of creating a hidden form field in HubSpot?

The hidden form field in HubSpot is used to collect contact data through form submissions and to track which leads were generated through content shared by employees using PostBeyond.

How do you map HubSpot properties to Salesforce fields?

In Salesforce, you edit the contact object, select 'Field and Relationships', identify the corresponding field, and create a new field option that matches the HubSpot property.

Is the PostBeyond Salesforce Attribution feature available to all HubSpot users?

No, this feature is only available to users with the Professional and Enterprise versions of HubSpot.

What should be done after creating a hidden form field in HubSpot?

After creating a hidden form field, it should be added to all relevant HubSpot forms as a hidden field and then published to enable tracking of leads from PostBeyond content.

What are the next steps after setting up the attribution process in HubSpot?

The next step is to set up HubSpot Dashboards to easily digest and analyze information from PostBeyond data.