How should this requirement be met?

An enterprise software company sells its products directly to its B2B customers but also sells their product through third-party sellers. The company runs marketing campaigns directly to their B2B target audience. They also provide funds to the third-party sellers to run campaigns on the company’s behalf. In return, the leads and engagement are provided by the third-party seller when a campaign is complete. Any data must be passed to Salesforce due to reporting being done in Salesforce.

Programs and channels should be set up to report on the efficacy of direct marketing and investment to third-party seller/partner marketing to determine how budget should be spent the following year.

How should this requirement be met?
A . Two sets of event based channels should be created: one set for direct marketing and the otherfor third-party seller marketing
B. One set of channels should be created, and separate program statuses should be used to designate Direct or Partner
C. One set of channels should be created, and a tag should be used to determine Direct or Partner

View Answer

Answer: A

Explanation:

This approach would allow the company to separately track and report on the performance of its direct marketing campaigns and those run by third-party sellers. Each channel would have its own progression statuses, allowing the company to define specific stages in the customer journey for both types of campaigns. This level of granularity can provide a better understanding of where leads are coming from and how they’re interacting with the marketing efforts, whether it’s direct or through third-party sellers.

In Marketo, channels define the progression statuses that leads can achieve as they interact with your campaigns. Creating separate channels for direct and third-party seller marketing would mean you can customize these statuses for each type of marketing, giving you more accurate data on how your campaigns are performing.

Remember that using different channels for different types of marketing efforts is a best practice in Marketo as it allows for better organization, reporting, and analysis of your marketing activities. Channels provide a way to categorize your programs based on the tactics and goals used, and they help you track the success of these different tactics in achieving your marketing goals.