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Dan_Askin
Dan_Askin
New Participant
October 25, 2016
Solved

Correct Flow Steps - Subscriber Acquisition

  • October 25, 2016
  • 2 replies
  • 3176 views

So we transferred several hundred thousand leads to Marketo just over a year ago. The vast majority do not have an 'acquisition program'. We run contests -- ticket giveaways, exclusive experiences, etc. -- frequently. There's a healthy mix of existing subs and new folks entering. Many of the existing subs do not have an acquisition program/date. My question:

How should I be setting up a form completion flow that updates a lead's acquisition program and time only if they are new? Is it as simple as using 'if created at is blank, then make acquisition program X' (plus change data values unsub=false, various lists=true)?

Thanks,

Dan

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Best answer by Dan_Stevens_

This is a standard flow step that's included with every one of our smart campaigns where success can be achieved.   It ensures that all engagement from here on out will be attributed to that program if AP is empty.  Unfortunately, you need to hard-code in the program name as the new program tokens can't be used for system fields like "Acquisition Program"

2 replies

Dan_Stevens_
Dan_Stevens_Accepted solution
New Participant
October 25, 2016

This is a standard flow step that's included with every one of our smart campaigns where success can be achieved.   It ensures that all engagement from here on out will be attributed to that program if AP is empty.  Unfortunately, you need to hard-code in the program name as the new program tokens can't be used for system fields like "Acquisition Program"

Dan_Askin
Dan_AskinAuthor
New Participant
October 25, 2016

Thanks, Dan. So using that approach won't give an existing lead a new acquisition program he shouldn't have?

Dan_Stevens_
Dan_Stevens_
New Participant
October 25, 2016

It will give ANY lead the first acquisition program that they engage with now that you have this additional way of populating exisitng leads that have no acquisition program.  While it may not be the true AP - since they're already in Marketo - it at least gets them attributed to a program.  Alternatively, you can just create a new program - similar to what some companies do to support list acquisition/purchase - and attribute all those historical leads with that single program.

Josh_Hill13
Josh_Hill13
New Participant
October 25, 2016

For existing leads, you can dump them into a special Acquisition Program. Many firms use a Sales Generated or SFDC Acquisition for net new that get created in SFDC first.

For net new forms, each acquisition page should have a Program that acquires the lead and manages acquisition stamping. So each contest should be a new program. This will ensure FT and MT is recorded properly.

Dan_Askin
Dan_AskinAuthor
New Participant
October 25, 2016

Thanks, Josh. For sure, each contest is its own program. My question speaks more to the proper flow steps moving forward. Below is what I'm working with. I'm actually not sure I need both the program status and interesting moment changes, but #3 is the crux. I only want to update the lead's acquisition program/acquisition date if she's new. If she exists, we simply ID them as a form completer.

Josh_Hill13
Josh_Hill13
New Participant
October 25, 2016

see Dan's post above.

IM is not required for acquisition attribution.

Technically, Marketo is supposed to mark Acquisition at Program Status, however, it is best to do what Dan suggests.

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