Marketo Advanced Connector Best Practices

Marketo

 

The following article details best practice guidelines for leveraging data from your BrightTALK webinars and videos to programs in Marketo. These recommendations will vary from company to company and should be customized to your existing processes.  For getting your connector setup, please see this page.

 

Webinar Program Membership:



Needed Fields:

Field Name

Description

Field Type

BTLK Activity Type

Registration / Live / Recorded

String

BTLK Webcast ID

Unique ID for each webinar. Can be found in Webinar URL

integer

BTLK Last Activity Date

Datetime field for the last time of engagement with content on your channel

String



The following smart campaign can be used for new or existing marketo programs for webinar tracking.  We recommend setting up 1 Marketo program for each webinar you run.

 

Smartlist:

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Leads are triggered to be added to the program when either a new lead is created or the webinar last activity date is updated.  It is important to make sure “BTLK Last Activity Date” is set up as a string field so Marketo will distinguish between any viewings in the same day and hour.  The smartlist filter of “BTLK Webcast ID” is specific to your individual webinar (more on this here).

 

Flow:

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BTLK Activity Viewing Type” passes values of “Registration”, “Live”, or “Recorded” depending on the engagement type.

 

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It is important to ensure leads can pass through this membership smart campaign each time they qualify.  This qualification criteria can be set within the smart campaign under Schedule>Edit Settings>Every Time.



Example Lead Source Tracking For BrightTALK:

 

Example first lead source tracking for BrightTALK leads.  This method is meant to distinguish between different lead products you may have purchased from BrightTALK.

 

Needed Fields:

Field Name

Description

Field Type

BTLK User ID

Unique user ID on BrightTALK

Integer

BTLK Lead Type

Whether it is a “content,” “summit” or “keyword” lead

String




Smartlist:

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Flow:

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Interesting Moment - Engages With Webinar:

 

The following smart campaign is a template for how you can leverage your BrightTALK data as tokens to create rich descriptions of viewing activity.  This example is for interesting moments.  We also encourage you to apply this data to internal alerts for hot lead behavior.

 

Needed Fields:

Field Name

Description

Field Type

BTLK Activity Type

Registration / Live / Recorded

String

BTLK Webcast Title

Title of your Webinar

String

BTLK Last Activity Date

Datetime field for the last time of engagement with content on your channel

String

BTLK Viewing URL

URL where the webcast engagement occurred. Brighttalk.com or site embedded.

String

BTLK Live Minutes Viewed

Live viewing duration in minutes for this person's engagement with the webinar

integer

BTLK Recorded Minutes Viewed

On-demand viewing duration in minutes for this person's engagement with the webinar

integer




Smartlist:

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Flow:

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The full list of all available fields can be found here.  For any questions about adding and updating fields in your integration please contact support@brighttalk.com.

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