When working in Marketo, leads created by BrightTALK will have a default Lead Source of Web Service API. For your tracking purposes, we recommend that you distinguish between leads created by BrightTALK and leads created by other API integrations.
“But why?” you may be wondering. Distinguishing between lead types enables you to tailor your follow-up message(s) to leads – via additional email touches post-event or nurture cadences, for instance – with targeted messaging that aligns with the specific topic(s) and webinar(s) with which these leads engaged. By creating targeted promotions that communicate your understanding of your BrightTALK viewers’ topical interests, challenges and content, you can set your brand apart.
So, how can you successfully differentiate BrightTALK leads from other lead types? In this article, we’ll walk you through the simple process.
First, utilize a single, universal Program and Smart Campaign, using any Program Type and Channel for the arrangement.
Next, set the Attribute Lead Source to the New Value BrightTALK.
Now you are in a position to quickly and smoothly differentiate your BrightTALK leads from other types. Note that this Smart Campaign needs to be set up only once, and that it should be separate from your Webinar Programs and Campaigns.
For additional guidance for your Marketo and BrightTALK endeavors, including how to create interesting moments for your BrightTALK leads, check out our other resources.