Can the Acquisition Program be attributed by Salesforce? | Community
Skip to main content
T
ThaisMacedo
New Participant
July 24, 2023
Solved

Can the Acquisition Program be attributed by Salesforce?

  • July 24, 2023
  • 1 reply
  • 3820 views

Hello Community!

 

I have a situation where leads fill an external form (not a Marketo form), and an API integration creates the leads in our Salesforce, which then is integrated to Marketo. There's a hidden field in this form with the Acquisition Program Name we want for these leads, and a campaign in Marketo with the same name.

 

This Marketo campaign contains a smart campaign triggered by "Lead is created / acq program is XXXX". But, testing it, we noticed that the leads don't come through. Actually, the leads arrive without an acquisition program.

 

Is this because the leads are created first in Salesforce? Is there something we can do to make these leads already arrive with the correct acq program?

This post is no longer active and is closed to new replies. Need help? Start a new post to ask your question.
Best answer by Darshil_Shah1

Is this because the leads are created first in Salesforce? Is there something we can do to make these leads already arrive with the correct acq program?

Yes- that's the expected behavior. CRM inserted records don't get Acquisition Program populated OOTB. However, in your case, you can very well create a campaign that updates the Acquisition Program field with the respective Program Name (assuming you have that Program already created in Marketo) using the Change Data Value flow step when the lead gets created in Marketo from CRM. Unfortunatley, Acqusition Program can't be updated using tokens, so even if you have the hidden field synced over to Marketo with the AP data, you would not be able to use it as a lead token in the CDV flow step for setting the system Acquisition Program field.

Note that, this CDV will, of course, be after the Lead is Created activity, so people would still not qualify for your original trigger campaign looking for people with AP value at the time of lead creation, but you can request that Campaign from your Acquisition Program update campaign (or have those flow steps after the Acquisition Program update flow step). This may not be 100% what you want, but I feel it's something you should do anyway from an Attribution standpoint. I hope this is helpful. Let us know if you have questions. 🙂

 

1 reply

Darshil_Shah1
Darshil_Shah1Accepted solution
Community Manager
July 24, 2023

Is this because the leads are created first in Salesforce? Is there something we can do to make these leads already arrive with the correct acq program?

Yes- that's the expected behavior. CRM inserted records don't get Acquisition Program populated OOTB. However, in your case, you can very well create a campaign that updates the Acquisition Program field with the respective Program Name (assuming you have that Program already created in Marketo) using the Change Data Value flow step when the lead gets created in Marketo from CRM. Unfortunatley, Acqusition Program can't be updated using tokens, so even if you have the hidden field synced over to Marketo with the AP data, you would not be able to use it as a lead token in the CDV flow step for setting the system Acquisition Program field.

Note that, this CDV will, of course, be after the Lead is Created activity, so people would still not qualify for your original trigger campaign looking for people with AP value at the time of lead creation, but you can request that Campaign from your Acquisition Program update campaign (or have those flow steps after the Acquisition Program update flow step). This may not be 100% what you want, but I feel it's something you should do anyway from an Attribution standpoint. I hope this is helpful. Let us know if you have questions. 🙂

 

michellechopin
michellechopin
Community Manager
November 30, 2023

@darshil_shah1Following on from your point above, what if we have leads that are created in/by CRM and have never crossed through a Marketo program but are naturally synced to the Marketo database as part of our custom sync? Our Dynamics database is the record of truth for a large chunk of our database so acquisition program isn't set automatically and we don't have a specific program to assign them to.

 

Do you have any suggestions on how best to approach this? I'd love to get more use out of the Performance Insights but we're showing that more than 25% of our leads have no acquisition program and date.

 

Appreciate your insight as always!

Michelle 

Katja_Keesom
Katja_Keesom
Community Manager
December 1, 2023

The best practice we use is to set up a specific Marketo program for acquisition program CRM purposes and all people coming in from your CRM as program member to that program as soon as they enter Marketo. That will automatically stamp them with that program as the acquisition program.

    Terms & ConditionsAccessibility statement

    Loading footer...