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

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