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Virginia_Smith
Virginia_Smith
Level 3
August 27, 2019
Question

Tracking Lead Stage Progression Attributed to a Campaign

  • August 27, 2019
  • 1 reply
  • 4131 views

I'm looking for the best way to build a report that shows how each lead/contact associated with an engagement program progressed in Lead Stage due to interaction with that engagement program. Is this doable on the Marketo side? We have a holistic lead scoring model in place that correlates to the Lead Stage setup. Any insight would be greatly appreciated. I am doing this reporting manually and it is a huge pain!

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1 reply

Jay_Jiang
Jay_Jiang
Level 10
August 28, 2019

Build the key data points into interesting moments to be able to check per record.

or

Create custom fields to track timestamp + Lead Stage at entry into nurture program and timestamp + Lead Stage at exhaustion/exit of nurture program

    Virginia_Smith
    Virginia_SmithAuthor
    Level 3
    September 19, 2019

    I am circling back here because I have a follow-up question now that I am thinking this through. ..

    I think your suggestion of the custom fields of timestamp and lead stage is great and I plan on using that. However, I do not know that it is going to solve my problem entirely...

    I am trying to figure out if the people become a certain lead stage BECAUSE of the nurture program only. For example, we have a threshold of a 55 point lead score before a person can hit the lead stage of 'MQL-Warm' which then goes to sales. Even though the person may have entered the nurture program a the stage before 'MQL-Warm' and exited the nurture program at the new stage of 'MQL-Warm' does not necessarily mean the nurture program caused the change. They could have clicked around on our website or filled out a different form to get them to that 55 point threshold. Does that make sense? I am looking to single out the people that hit that threshold from the nurture program only.

    Another example.. maybe their lead score was 0 before the nurture program.. They filled out a form associated with the nurture program and gained 45 points but they independently went to our website and clicked around later getting 10 more points to move them to the 'MQL-Warm' stage since they hit 55 points. I wouldn't credit the nurture program for this change in the stage.

    I know I can check each record independently in their interesting moments to track down what happened but we have thousands of people in this nurture program. I hope to be able to pull a report but I keep running into dead ends.

    Thanks in advance for any help you can give!

    Jay_Jiang
    Jay_Jiang
    Level 10
    September 20, 2019

    So you want to create a "Last Touch" custom field that tracks key programs or scoring campaigns and a separate custom field for MQL-warm Last Touch that copies what ever is in the Last Touch field upon reaching MQL-warm.

    Then for your reporting, you'd filter the MQL-warm Last Touch for the specific nurture program

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