Attributing Social to Leads in Marketo

Every B2B marketer needs the ability to correlate revenue to the campaigns and programs that are responsible for generating that revenue. Being able to accurately measure the results of marketing spend allows marketers to make smart choices on where and how to invest future budget.

The Marketo Analytics Lead Performance report is able to show the pipeline from lead to revenue based on the Acquisition Program. This report allows marketers to realize the value of their programs, and with the Oktopost Marketo Integration, social attribution is accurately included in this report. The sample below demonstrates how to setup your Marketo instance to support social lead attribution. We don't go into the details of configuring Marketo, since this is out of the Oktopost scope. Should you need additional help with Marketo, please contact your Marketo representative.

Step 1: Create a Smart Campaign

Create a smart campaign that will assign new leads to a social program, if they came through a social channel. Change the value ok.oktopost.com to the CNAME you're using with your Oktopost Marketo integration and leave the okt.to domain as is. This Smart List will basically capture all leads whose first touch was social media and aren't assigned to an Acquisition Program. 

  

The campaign flow will update the acquisition program.

Step 2: Create a Report

Create a report in Marketo that shows the performance of acquisition programs. This is done through the Analytics → Lead Performance report. Under the report setup, group by Acquisition Program.



Integrations

  1. How to Set Up The Marketo Integration
  2. How to Set up Social Insights for Salesforce.com
  3. How to Set up Data Sync for Salesforce.com
  4. How to Set Up The Eloqua Integration
  5. How to Set Up the HubSpot Integration
  6. How to Set Up The Salesforce Integration
  7. How to Find the Security Token in Salesforce.com
  8. How to Set Up the Bitly Integration
  9. How to Set Up the Feedly Integration
  10. How to Set Up the Act-On Integration
  11. Feedly Custom Sharing with Oktopost
  12. Act-On Integration: Segmenting Lists Using Social Data
  13. Act-On Integration: Social Lead Scoring
  14. Marketo Integration: Social Lead Scoring
  15. Conversion Tracking With Marketo Forms 2.0
  16. Marketo Integration: Lead Segmentation
  17. Marketo Integration: Interesting Social Moments
  18. How to Set Up the Salesfusion Integration
  19. How to Set Up the Pardot Integration
  20. Setting up the Google Analytics integration
  21. How to Set Up the Facebook Retargeting Integration
  22. How to Create a Facebook Audience Based on Social Behavior
  23. Attributing Social to Leads in Marketo
  24. How to Set up the AdRoll Integration
  25. Webhooks
  26. How to Connect Oktopost to Zapier
  27. Oktopost Tracking with Google Tag Manager
  28. How to Create Salesforce Cases From Assignments
  29. Setting up Integration Assets
  30. Social Click URLs
  31. Salesforce Campaign Naming Parameters Guide
  32. How to Track Conversion on Pardot Forms
  33. How to Track Conversions on Act-On Labs Forms
  34. How to Set Up Single Sign-on With AD FS
  35. How to Set Up Single Sign-on With Okta
  36. How to Set Up Single Sign-on With OneLogin
  37. How to Set Up The Facebook Lead Ads Integration

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