KnowledgeTree captures each share, prospect view and prospect download event as a task in Salesforce. Marketo can use that task data to kick off marketing campaigns and track the results.
Your Marketo instance must be connected to Salesforce. You will also need to connect KnowledgeTree to Marketo. Here's how.
Let's take a look at a task, generated by KnowledgeTree for Salesforce, and discuss the value of those fields so you know what to feed into your Marketing automation tool.
- Assigned To: This captures the name of the rep that shared the content. If prospect view or download events are generated from that shared content, their tasks will also be assigned to the rep.
- Subject: We place the title of the content being shared as the subject for the task. This makes it quick and easy to see exactly what content is being shared, viewed and downloaded.
- Share Recipient Data: We capture the geolocation data for all share, view and download events. This field will tell you the location of the prospect and the device they used to interact with your content.
- Share Activity: This field captures whether the event was a share, view or download. The view event is exceptionally important as it tells you that your prospect has interacted with this content. This is a great marketing automation trigger for cultivating relationships with that prospect.
- Name: This is the name of the prospect the content was shared with.
- Email: This is the email address of the prospect the content was shared with.
Let's look at an example:
Under the Smart List, we can use the filter "Activity is Logged" with the Subject is not empty and the Description contains [KT-Asset-Viewed].
Anytime a prospect views an asset that was shared using KnowledgeTree, you can trigger a flow.
***You also need to ALWAYS include "Campaign is Requested", Source is Web Service API for each and every Smart List in which you use KnowledgeTree Activities from Salesforce as triggers.
We can then set the flow to be whatever we want. Here we are upping the lead score.
Set up the remaining steps as you would any other campaign!
You can get creative with how you use activities to trigger flows in Marketo.
Another example would be to trigger a campaign off of specific assets. The asset name is always the subject of the activity.