Trillium Flow Technologies

Industry: Manufacturing

Technology: Marketo Engage, Salesforce, Marketo Measure

Target Market: Power, Oil and Gas Companies

The Challenge

With global reach and, long opportunity funnel, Trillium’s marketing team stays hyper-focused on attribution to understand which efforts are creating the most touchpoints and ultimately accelerating lead conversions. As Trillium invested in paid digital ads and PPC marketing they wanted to show the ROI by adding the new channel to the attribution reporting strategy. UTMs are being leveraged in each PPC ad, however, Trillium was unable to fully attribute record and revenue creation for its paid and online program ads.

The Solution – Leadous proposed a two-part solution.

Part 1 – Create the proper channel, and smart campaigns in Marketo Engage.

The first step was to make sure the proper fields and program statuses are stamped in Marketo Engage. As new records are created in Marketo Engage after clicking on a paid or digital ad, acquisitions and source info are stamped accordingly.

Part 2 – Capture UTMs on the website

A Marketo Engage form can only capture the UTM values if they are present on the URL at the time of the form fill. If a web visitor clicks on a link with UTM values, and then clicks another page, the UTMs are lost, thus the form fill gets attributed to organic traffic, vs the digital ad. Leadous worked with Trillium’s web team to embed a script that temporarily restores these UTM values to attribute the first touch back to the paid ad that drove the engagement.

The Result

Trillium can now more accurately attribute its paid efforts from its organic web traffic, increasing their ability to make decisions on marketing spend. This script benefits other channels as it increases impacting reporting metrics for email, social, sales and more.

With the script being implemented in May of 2024 and Trillium’s extended lifecycle, data continues to be gathered to provide more significant reporting insights, however, Trillium has visibility to campaign performance from a demand generation perspective.

Conclusion

While Trillium has one of the most powerful attribution tools in Marketo Measure, some set up in Marketo and their website was needed to ensure that data is being processed as accurately as possible. By increasing data tracking and storage, Trillium will continue to more accurately report on first touch or conversion touchpoints.

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