How To Structure Lead Source Data For HubSpot, Marketo, and Salesforce

Xander goes deep into the weeds into the data structure, the fields, the values, and how to properly build out useful Lead Source data.
You need to figure out Lead Source data regardless of the marketing automation platform you use. You also need the data to be mapped properly to Salesforce for reporting. And, as you probably know, the out-of-the-box tools in Marketo/Hubspot/Pardot don't cut it.
So give this a watch to figure out how exactly to do it.
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[@chrisosip6241]

Hi Xander, what is your advice for relating UTMs and the channels one can set up in Marketo?

[@johannesganter4765]

We work with contacts and Opportunities in SF. Which object would you put what on? Both on each? On Opportunity just "Source Latest"?

[@revenuegrowtharchitects]

Usually we recommend: Leads, Contacts, and a Custom Obect designed for lifecycle/funnel tracking that ties the lifecycle record to the buyers tipping point source (the campaign/channel that lead to requiring sales to follow up). We have lots of videos on our custom object methodology. If you dont have that I'd also add to Opps. And on the Opp you can decide if you want to copy the original source or the latest (or both)

[@JoshAmes-oz9em]

For the Lead Source Detail - how are you limiting this to a picklist when you have in the descriptions that we should be adding the Name of the specific source? Seems like this would need to be an open text field so that you could stamp it with anything from the field?

[@revenuegrowtharchitects]

Nice catch! We actually recommend this field be a text field because like you alluded to there are always new source details and the list usually ends up being quite long. Plus for web referral it should be the referring website, so we can't always control what that value would be

[@RiseBeyondBorders04]

Can you please share the spreadsheet?

[@revenuegrowtharchitects]

sure thing! here you go docs.google.com/spreadsheets/d/1J2tYH34X0QdzwBIMzUVdjLU8kQzpU1FrZnsnn2ELdz8/edit?gid=559112674#gid=559112674