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Good morning and happy Monday everyone. I am working on trying to track influence, recurring revenue for case studies on our website as well as seismic.
Now I have some thoughts because we use WordPress, Google analytics tableau, seismic, Marketo and salesforce but I am not 100% certain how to implement it since I am not on the web and content team, marketing, ops team or sales ops team.
I have seen attribution of case study adoption tracked at HubSpot using HubSpot and Looker when I was was at HubSpot but since my current org does not use HubSpot, I wanted to ask if anyone has successfully tracked influence, revenue, and attribution for case study adoption in their organization, using the tools I mentioned.
Thanks!
We tracked pipeline and revenue influenced for case studies/content at my previous gig. We had to work with the marketing ops team to implement it, though.
It will be a little different for every company in my experience, but the gist of it was that:
• We'd have individual Salesforce campaigns for each content asset (e.g. case study, ebook)
• MOps would set up a tracking code for each asset in Marketo. We embedded the case studies as iFrames, so they were ungated, but still trackable
• When a prospect/customer viewed the case study, it would append that engagement to the corresponding Campaign, as well as the current open opp/account the contact was tied to in Salesforce
• We would run campaign reports in Salesforce to track pipe + revenue influenced
I'm afraid I can't get much more into the nitty gritty on how to do this tactically, as this was set up by the MOps team at my last company, but it was the best method I've found to truly track pipe + rev influence against customer content
Thank you Emily for the insight! That’s super helpful!
I researched this method but was missing some pieces and this really ties everything together so i can share with my VP for planning.
I'm glad it was helpful 😊