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AdeleB1
Level 2
May 12, 2025
Solved

Best Practice for event lead tracking

  • May 12, 2025
  • 3 replies
  • 2006 views

Hi Just checking what everyone is doing regarding event lead tracking? We have recently been to a tradeshow and rather than fill in the lead form the team decided to just use the scanner provided by the event organiser, which means a lot more data processing.

 

We have another event coming up and we don't have time to install our own scanner. curious to see what everyone else is doing.

 

thanks.

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Best answer by SaurabhGoyal_GN

Hi @adeleb1 - As per my understanding, even without a full scanner setup, bringing a few tablets or phones and:

– Create a simple, mobile-optimized Marketo form to capture key lead details (name, email, interest).

– Embed the form in a Marketo landing page with pre-filled UTM or hidden fields to track event attribution.

– Optionally, create a QR code to let leads self-submit via the form from their phones.

 

Otherwise, you can set up a dedicated Marketo event program for each trade show. Whether leads come from scans, forms, or manual entry, import them into that program. Also, use different program statuses (e.g., “Scanned,” “Engaged,” “Followed Up”) to track lead progression and handover to the sales team accordingly.

 

I hope that helps.

 

Thanks! 🙏 

3 replies

SaurabhGoyal_GN
SaurabhGoyal_GNAccepted solution
Level 4
May 12, 2025

Hi @adeleb1 - As per my understanding, even without a full scanner setup, bringing a few tablets or phones and:

– Create a simple, mobile-optimized Marketo form to capture key lead details (name, email, interest).

– Embed the form in a Marketo landing page with pre-filled UTM or hidden fields to track event attribution.

– Optionally, create a QR code to let leads self-submit via the form from their phones.

 

Otherwise, you can set up a dedicated Marketo event program for each trade show. Whether leads come from scans, forms, or manual entry, import them into that program. Also, use different program statuses (e.g., “Scanned,” “Engaged,” “Followed Up”) to track lead progression and handover to the sales team accordingly.

 

I hope that helps.

 

Thanks! 🙏 

    A
    AdeleB1Author
    Level 2
    May 12, 2025

    Thank you. I do these already. It is just this year they are saying the event is too busy and they don't have time to fill in the form. They want to just scan their badge. 😒

    SanfordWhiteman
    SanfordWhiteman
    Level 10
    May 13, 2025

    So put a simple barcode (no need for a QR code even, it can be a 1-D barcode) on the badge that links to a Marketo Personalized URL (pURL).

     

    Google Lens can scan that barcode and open the URL. The page can be set to auto-submit the form (usually not advisable btw, but for this case it’s perfectly safe).

     

    Cannot get easier than that!

    beth-corby
    beth-corby
    Level 2
    May 12, 2025

    @adeleb1  

    One other thing to consider in the future is event integrations and automating some of the manual tasks off your team, especially if you're hosting numerous events throughout the year.

     

    Tools like AtEvent or Cvent can feed lead data directly into Marketo in near real-time. Some even let you pre-map fields to match your database structure, apply tags or program statuses, and trigger nurture campaigns automatically.

     

    • AtEvent - When field teams need an app-based solution to capture conversations and sync directly to Marketo
    • Cvent - If you're already using it for registration, it can sync with Marketo programs pretty smoothly

    These tools help reduce the lag between event interactions and follow-up, and they also clean up the ops side by reducing CSV imports and data mismatch issues.

    Marketing Ops Unicorn
    A
    AdeleB1Author
    Level 2
    May 12, 2025

    thank you. I'll check out the AtEvent - that sounds interesting. I have looked at one scanner, but it requires the full implementation of a platform which I didn't want to do at this point.

    rcoppol98
    rcoppol98
    Level 2
    May 15, 2025

    Hi, there are a few ways to navigate this.

     

    Option A: Have the team upload the list of scans into a CRM campaign (that represents the event/tradeshow), and then reference that campaign to update program statuses in the Marketo program.

     

    Option B: Upload the scans into the Marketo program via a static list, and then reference that list to update the Marketo program member statuses.

    A
    AdeleB1Author
    Level 2
    May 19, 2025

    Thank you everyone for all your replies.

     

    Apologies if I did not explain. The event is a trade show. The people on the stand don't want to fill in a form to capture the leads. They say it takes too long, and would rather scan a badge. 

     

    From the replies, I don't think I'm missing anything that Marketo can do. It looks like we'd need to purchase our own scanners.

     

    thanks again

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