{"id":26332,"date":"2022-03-16T23:31:54","date_gmt":"2022-03-16T23:31:54","guid":{"rendered":"https:\/\/directiveconsulting.com\/ca\/?p=26332"},"modified":"2024-05-23T07:40:59","modified_gmt":"2024-05-23T11:40:59","slug":"tracking-podcasts-with-marketing-attribtuion","status":"publish","type":"post","link":"https:\/\/directiveconsulting.com\/ca\/blog\/tracking-podcasts-with-marketing-attribtuion\/","title":{"rendered":"Tracking Podcasts with Marketing Attribution"},"content":{"rendered":"

Podcasts are growing in popularity among brands. Brands are starting their own podcasts, making guest appearances (guesting) on other podcasts and\/or sponsoring existing podcasts. And with all of these new investments in podcasts, marketing and business leaders are going to want to start understanding how podcasts are generating ROI. And therein, lies a problem.<\/span><\/p>\n

\n

\u201cPodcasts can\u2019t be tracked by marketing attribution\u201d<\/span><\/em><\/h3>\n<\/blockquote>\n

Or, so say some of the \u201cexperts\u201d on LinkedIn. Well, that\u2019s just not true. It\u2019s not easy to track podcasts using marketing attribution, but \u201cnot easy\u201d is not equal to \u201cimpossible\u201d. But, unlike these so-called \u201cexperts\u201d, we\u2019re going to put our money where our mouth is and actually show you a few ways that you can do this.<\/span><\/p>\n

For this explanation, we\u2019ll be focusing on a few tools that are commonly used that will be part of this solution; Bizible (attribution), Marketo (marketing automation) and Salesforce (CRM). Since most other attribution platforms work similarly to Bizible, the Bizible aspects can correlate very easily over to the other attribution platforms in the marketplace.<\/span><\/p>\n

This solution will be designed around these tools, but conceptually, could be used across a host of other tools. So, if you don\u2019t have one of these specific tools, focus more on the concepts than the granular details.<\/span><\/p>\n

\n

Generating Podcast Tracking Touchpoints<\/span><\/h2>\n

With Bizible, the standard unit of measurement is the Touchpoint. So, for this solution to work, we need to focus on generating touchpoints in relation to podcasts. If we can generate a touchpoint, we can measure it.<\/span><\/p>\n

Bizible offers you four different methodologies for creating a touchpoint.<\/span><\/p>\n

    \n
  • The Bizible Javascript<\/span><\/li>\n
  • Salesforce Campaigns<\/span><\/li>\n
  • Salesforce Activities\/Tasks<\/span><\/li>\n
  • Marketo Programs<\/span><\/li>\n<\/ul>\n

    So, with these four methodologies at our fingertips, we have a lot of options for how we generate a touchpoint to measure podcasts. The challenge is to get our podcast engagement to fall into one of these four buckets. Which it will.<\/span><\/p>\n

    We\u2019ll start with the easiest version\u2026 the javascript.<\/span><\/p>\n

    \n

    You have an offer, right? Right<\/em>?<\/span><\/h2>\n

    Most people have a Field of Dreams type of strategy for Podcasts. \u201c<\/span>If you build it, they will come.\u201d\u00a0<\/span>If you build a podcast, people will listen, and they will do business with you. But, just not necessarily the case. You still have to follow the fundamentals of marketing to cash in on your podcast engagement\u2026 and that means, you have to offer people something.<\/span><\/p>\n

    You should offer your listeners, and the listeners of the podcasts you’re guesting on and sponsoring, something to entice them to come to your website to learn more about you and what you do. That offer should be hosted on a landing page.<\/span><\/p>\n

    I would advise that the landing page be hosted on a Marketo landing page. This limits the amount of traffic that can come to the page without the link.<\/span><\/p>\n

    So, we\u2019re going to set up a landing page for your own podcast. So, you\u2019re going to want to create a landing page something like, content.leadmd.com\/{insert podcast name here} for your own podcast. And, for podcasts that you\u2019re sponsoring or guesting on, you would want to create a dedicated landing page for those as well. Why? Because you want to be able to track engagement from different podcasts, right? Of course you do.<\/span><\/p>\n

    Once you have those landing pages created, you need to offer up some sort of content on those pages for people to engage with. It should be something related to what you were talking about on that podcast, or the topic of that podcast generally. You may or may not gate this. Either way, this solution will have you covered.<\/span><\/p>\n

    In Bizible, you\u2019re going to create a Channel called \u201cPodcasts\u201d. Then, in your Online Channel rules, you\u2019re going to create a rule based on the landing page URL. And that landing page URL should be the URLs of the pages you created for each podcast. Once this is set up, the Bizible javascript will automatically track people that land on these pages, and if you have a form, all of the form fills.<\/span><\/p>\n

    \n

    Marketo Programs to the Rescue<\/span><\/h2>\n

    \u201cWhat about if I don\u2019t gate the content? Doesn\u2019t Bizible only track form fills?\u201d Well, you know your Bizible. And, yes, Bizible\u00a0<\/span>mostly<\/span>\u00a0only tracks form fills. Bizible will track first-touch touchpoints that don\u2019t include form fills, so you\u2019re good there.<\/span><\/p>\n

    For the rest, we\u2019re going to use Marketo programs\u2026 because we can create touchpoints from Marketo programs, remember?<\/span><\/p>\n

    So, each one of your landing pages is going to get its own program in Marketo. But first, I want you to create a Marketo Channel called \u201cPodcast\u201d. And, you\u2019re going to create a SFDC Campaign Type with the same exact name. The statuses in this Channel should be, \u201cVisited\u201d and \u201cConverted\u201d, with the \u201cConverted\u201d status being your\u00a0<\/span>Success<\/span>\u00a0status.<\/span><\/p>\n

    \n

    \"Graphical<\/p>\n

    \n

    Once you have your Channel created, you need a Marketo program for each landing page. That program will need a smart campaign created for each of the two statuses. The campaign for the \u201cVisited\u201d status, will be triggered when someone lands on the landing page for that program. Honestly, you won\u2019t get many here, because anonymous people can\u2019t become members of a program. But, that\u2019s okay.<\/span><\/p>\n

    \n

    \"Graphical<\/p>\n

    \n

    \"A<\/p>\n

    \n

    \"Graphical<\/p>\n

    \n

    Your second campaign will be for the \u201cConverted\u201d channel, and this is where we\u2019ll get the most members. If you gate your content, then the trigger for this campaign will be that they filled out the form to access the content. If you didn\u2019t gate your content, then the trigger for this campaign will be that they clicked on the link to view the content. Then, in the flow, move them into the \u201cConverted\u201d status.<\/span><\/p>\n

    \n

    \"Graphical<\/p>\n

    \n

    \"Graphical<\/p>\n

    \n

    Lastly, sync this program to a corresponding SFDC Campaign using the Marketo Campaign Sync feature.<\/span><\/p>\n

    \n

    \"Graphical<\/p>\n

    \n

    Now that you have a program for each landing page and you\u2019re moving people into the \u201cConverted\u201d status, you can create your Offline Channel rule in Bizible. Start by mapping your \u201cPodcast\u201d SFDC Campaign Type to the \u201cPodcasts\u201d Channel in Bizible in the Offline Channels rule section.<\/span><\/p>\n

    From here, you can either use the Marketo program or the SFDC campaign to create your touchpoints. Either one will work just fine, because they contain the same data about the same people. I\u2019m going to recommend that you use the SFDC Campaign rules, because you probably already have that set up for other Campaigns. But, you can choose your weapon here.<\/span><\/p>\n

    \u201cThere\u2019s a gap here. This isn\u2019t going to help with anonymous people that engaged with non-gated content. This is where attribution falls down.\u201d You\u2019re right\u2026 but this isn\u2019t the whole solution. There\u2019s more to the solution to fill this gap. This also doesn\u2019t factor in people that just come to your website after hearing about you on the podcast. So\u2026 we still have to fill that gap too.<\/span><\/p>\n

    \n

    Where did you hear about us?<\/span><\/h2>\n

    Whether you call them SDRs, BDRs or ADRs, this is the point where they become a critical piece of your attribution puzzle. And they\u2019re going to help us create touchpoints. For simplicity, I\u2019m going to refer to these folks as BDRs going forward.<\/span><\/p>\n

    When your BDRs reach out to new people, are they asking the question, \u201cWhere did you hear about us?\u201d I hope so. It\u2019s a super quick way to gather some intel on how someone heard about you, particularly if they came through the Contact Us form, or your general phone number. If not, I highly suggest you add this to their process, not just to track podcasts.<\/span><\/p>\n

    Also, when your BDRs reach out to new people, are they logging activities\/tasks in SFDC? This is also a best practice. So, if not, again it\u2019s highly recommended. But, this piece of the solution will include a task-based solution and a solution for folks that don\u2019t use activities\/tasks.<\/span><\/p>\n

    For this part of the solution to work, you need to have your BDRs ask this question. \u201cWhere did you hear about us?\u201d And, they should add that data to SFDC. If they\u2019re logging tasks, there should be a field on the task called, \u201cWhere did you hear about us,\u201d with a picklist for the various places where someone could hear about you. One of those options should be \u201cPodcast\u201d. If they aren\u2019t logging tasks, then put this field on the Lead\/Contact objects.<\/span><\/p>\n

    Then, when the BDR selects \u201cPodcast\u201d, there should be a secondary field that asks, \u201cWhich podcast?\u201d Yes, your BDR should ask this follow-up question. This field should contain a picklist of podcasts you\u2019ve either hosted, appeared in or sponsored. It could be a long list.<\/span><\/p>\n

    Then, the final piece of this puzzle is a third field that asks, \u201cDate of podcast\u201d. Ask that question, \u201cDo you know when you listened to that podcast\u201d? If they give you a date, put that in. If they don\u2019t give you a date, check the field \u201cPodcast Date Unknown\u201d as true and leave the \u201cDate of podcast\u201d field blank. Oh yeah, you have to create that field as well.<\/span><\/p>\n

    \n

    Automate All the Things!!<\/span><\/h2>\n

    So, you now have either a task\/activity with this podcast data on it, or you have this podcast data on a Lead\/Contact record in SFDC. But, we don\u2019t really have this in a nice consumable format for Bizible to create a touchpoint. Yes, if you have it in a task\/activity, Bizible can use that to create the touchpoint. But, this task\/activity should already be used to create a touchpoint related to the BDR\u2019s activity. We can\u2019t use it for both. So, we need a task\/activity solely for the purpose of creating the Bizible touchpoint for the podcast. We need automation.<\/span><\/p>\n

    SFDC has a lot of options to create automation, so the specific method you use is up to you. But, what we need to do is two things.<\/span><\/p>\n

      \n
    1. Create a SFDC Task\/Activity with a\u00a0<\/span>Type<\/span>\u00a0of \u201cPodcast\u201d. The date of the Task\/Activity should be either\u2026<\/span>\n
        \n
      • The date in the \u201cDate of podcast\u201d field. Or\u2026<\/span><\/li>\n
      • If they didn\u2019t know the date and we selected \u201cPodcast Date Unknown\u201d to be true, then just set it as the original airing date of the podcast. You should know this. You only need it once to create this automation rule.<\/span><\/li>\n
      • Put the name of the podcast from the \u201cWhich Podcast?\u201d field into the subject line of the task.<\/span><\/li>\n<\/ul>\n<\/li>\n
      • Add this person to a SFDC Campaign for this specific podcast, in a status of \u201cEngaged\u201d.<\/span>\n
          \n
        • This won\u2019t create the Bizible touchpoint, but it\u2019s good to have.<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ol>\n

          This automation rule will need to be updated each time there is a new podcast that you appear in or produce. So, make sure the methodology you use is simple and scalable. You\u2019ll be updating this automation rule regularly.<\/span><\/p>\n

          Another option here is that you could use Marketo to run these automation rules as well, through a data management campaign. It\u2019s more scalable here, but it\u2019s also more complicated. So, SFDC is probably the better route.<\/span><\/p>\n

          Once you have the Task\/Activity created in #1 above, now it\u2019s time to create your rule in Bizible. In Bizible, go to the \u201cActivities\u201d section of Bizible and create your rule. Your rule should look something like the below picture.<\/span><\/p>\n

          \n

          \"Graphical<\/p>\n

          \n

          You\u2019re now creating Bizible Touchpoints for different podcasts through multiple different methodologies, and tying all of these interactions into the buyer\u2019s journey.<\/span><\/p>\n

          If you really want to get granular, you can create a subchannel in Bizible for each of the podcasts you participate in and tie your rules to the landing pages, SFDC campaigns and task\/activity subject lines. This allows you for super quick and easy segmentation of your reporting by the name of the podcast. Otherwise, you can just filter your reports by these different data points\u2026 but it\u2019ll be a little more difficult.<\/span><\/p>\n

          \n

          Yes, Podcasts can<\/em> be tracked by attribution<\/span><\/h2>\n

          Once all of this is done, you\u2019re now able to track podcasts using marketing attribution.<\/span><\/p>\n

          Was it easy? No\u2026<\/span><\/p>\n

          Was it difficult? Not particularly\u2026<\/span><\/p>\n

          Are there some holes? Yeah, there are a few holes, due to the manual data curation by your BDRs and the fact that we may not know the exact date that the person listened to the podcast. But, there are far fewer holes (and those holes are much smaller) than the holes in the argument that \u201cPodcasts can\u2019t be tracked by attribution\u201d.<\/span><\/p>\n

          From here, you just need to create your reports and dashboards that show how the podcasts you\u2019re hosting, guesting on and sponsoring are contributing to your buyers\u2019 journeys. Hopefully, you\u2019ll see strong results.<\/span><\/p>\n

          If you have any questions about this approach, or any of the other recommendations in this approach, don\u2019t hesitate to reach out. We\u2019re happy to address any of those.<\/span><\/p>\n

          Thanks for reading!!<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

          Podcasts are growing in popularity among brands. Brands are starting their own podcasts, making guest appearances (guesting) on other podcasts<\/p>\n","protected":false},"author":56,"featured_media":26333,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[52],"tags":[146,160],"class_list":["post-26332","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-revenue-operations","tag-revenue-operations","tag-saas-revenue-operations"],"acf":[],"yoast_head":"\nTracking Podcasts with Marketing Attribution - Directive CA<\/title>\n<meta name=\"description\" content=\"With all of these new investments in tracking podcasts, marketing and business leaders are going to want to start understanding how podcasts are generating ROI.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/directiveconsulting.com\/ca\/blog\/tracking-podcasts-with-marketing-attribtuion\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Tracking Podcasts with Marketing Attribution - Directive CA\" \/>\n<meta property=\"og:description\" content=\"With all of these new investments in tracking podcasts, marketing and business leaders are going to want to start understanding how podcasts are generating ROI.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/directiveconsulting.com\/ca\/blog\/tracking-podcasts-with-marketing-attribtuion\/\" \/>\n<meta property=\"og:site_name\" content=\"Directive CA\" \/>\n<meta property=\"article:published_time\" content=\"2022-03-16T23:31:54+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-05-23T11:40:59+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2022\/03\/Tracking-Podcasts-with-Marketing-Attribution-Thumbnail-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1922\" \/>\n\t<meta property=\"og:image:height\" content=\"1078\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Drew Smith\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Drew Smith\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"11 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/directiveconsulting.com\\\/ca\\\/blog\\\/tracking-podcasts-with-marketing-attribtuion\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/directiveconsulting.com\\\/ca\\\/blog\\\/tracking-podcasts-with-marketing-attribtuion\\\/\"},\"author\":{\"name\":\"Drew Smith\",\"@id\":\"https:\\\/\\\/directiveconsulting.com\\\/ca\\\/#\\\/schema\\\/person\\\/97327f1bed69e6be94800e39ad150227\"},\"headline\":\"Tracking Podcasts with Marketing Attribution\",\"datePublished\":\"2022-03-16T23:31:54+00:00\",\"dateModified\":\"2024-05-23T11:40:59+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/directiveconsulting.com\\\/ca\\\/blog\\\/tracking-podcasts-with-marketing-attribtuion\\\/\"},\"wordCount\":2183,\"image\":{\"@id\":\"https:\\\/\\\/directiveconsulting.com\\\/ca\\\/blog\\\/tracking-podcasts-with-marketing-attribtuion\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/directiveconsulting.com\\\/wp-content\\\/uploads\\\/sites\\\/11\\\/2022\\\/03\\\/Tracking-Podcasts-with-Marketing-Attribution-Thumbnail-1.png\",\"keywords\":[\"revenue operations\",\"SaaS revenue operations\"],\"articleSection\":[\"Revenue Operations\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/directiveconsulting.com\\\/ca\\\/blog\\\/tracking-podcasts-with-marketing-attribtuion\\\/\",\"url\":\"https:\\\/\\\/directiveconsulting.com\\\/ca\\\/blog\\\/tracking-podcasts-with-marketing-attribtuion\\\/\",\"name\":\"Tracking Podcasts with Marketing Attribution - 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