Marketing Ops Knowledge Hub

Field Name	Definition
Origin & Source
Lead Source	The primary channel or high-level origin that initially generated the lead record.
Lead Origin	The specific entry point or granular source of the lead record.
Source Vendor	The external partner or agency that provided or managed the lead acquisition.
First Touch Attribution
First Conversion	The very first action (e.g., specific form fill) taken by the lead to enter the database.
First Campaign	The initial marketing initiative associated with the lead's first conversion.
First Campaign Type	The medium classification of the lead's first campaign touchpoint (e.g., Webinar, Email).
MQL Attribution
Campaign At MQL	The specific campaign record that influenced the lead at the moment they qualified as an MQL.
Campaign Type At MQL	The classification type of the campaign that triggered the MQL milestone.
Recent Activity
Most Recent Conversion	The most recent trackable engagement action taken by the lead.
Most Recent Campaign	The last marketing initiative the lead interacted with.
Most Recent Campaign Type	The medium classification of the lead's most recent interaction.
Lead Notes	Field for manual entry of context, sales feedback, or special instructions.
Product of Interest	The specific solution or product line identified during the engagement process.
Segment	Categorization of the lead based on firmographics, industry, or customer profile.

Any of the following activities will instantly trigger an Auto-MQL (Hand Raiser) status:

Inbound Forms & Requests

• Contact Request: Form Fill
• Demo Request: Form Fill / Requested Demo
• Evaluation or Trial: Form Fill
• Book a Meeting: Requested Meeting / Meeting Held
• Direct Mail: Form Fill / Delivered / Redeemed eGift
• Web Chat: Web Chat Meeting Booked / Filled Out Form

Event Engagement (High Intent)

• Field Event: CISO or Exec High Touch Activity / Workshop Seminar Attendees / Attended / Attended Hot / Attended Session
• Tradeshow: Attended Hot / Attended Demo / Visited Booth - HOT
• Virtual Event: Attended Hot / CISO or Exec High Touch Activity / Workshop Seminar Attendees / Requested Meeting
• Virtual Workshop: Attended Hot / Requested Meeting
• Workshop: Attended Hot / Attended
• Virtual Summit: Attended Hot / Requested Meeting
• Webinar: Attended HOT

Digital, Web & Paid

• Product Tour: HandRaiser
• Online Advertising: Filled out Form / Hand Raiser
• Paid Media: Filled out Form
• Paid Social: Filled out Form

Partner & Channel

• Deal Registration: Filled Out Form
• Partner Account Mapping: Requested Meeting / Opportunity
• Proposed: Partner MQL = True

Demographic

• Job Title: CISO

Events, Webinars & Tradeshows

• Field Event: CISO or Exec High Touch Activity: +100 Auto-MQL (Hand Raiser)
• Field Event: Workshop Seminar Attendees: +100 Auto-MQL (Hand Raiser)
• Field Event: Attended: +100 Auto-MQL (Hand Raiser)
• Field Event: Attended Hot: +100 Auto-MQL (Hand Raiser)
• Field Event: Attended Session: +100 Auto-MQL (Hand Raiser)
• Field Event: No Show: +20
• Tradeshow: Attended Hot: +100 Auto-MQL (Hand Raiser)
• Tradeshow: Attended Demo: +100 Auto-MQL (Hand Raiser)
• Tradeshow: Visited Booth - HOT: +100 Auto-MQL (Hand Raiser)
• Tradeshow: Visited Booth - WARM: +50
• Tradeshow: Visited Booth: +40
• Tradeshow: Attended: +30
• Tradeshow: No Show: +20
• Virtual Event: Attended Hot: +100 Auto-MQL (Hand Raiser)
• Virtual Event: CISO or Exec High Touch Activity: +100 Auto-MQL (Hand Raiser)
• Virtual Event: Workshop Seminar Attendees: +100 Auto-MQL (Hand Raiser)
• Virtual Event: Requested Meeting: +100 Auto-MQL (Hand Raiser)
• Virtual Event: Attended: +40
• Virtual Event: No Show: +20
• Virtual Workshop: Attended Hot: +100 Auto-MQL (Hand Raiser)
• Virtual Workshop: Requested Meeting: +100 Auto-MQL (Hand Raiser)
• Virtual Workshop: Attended: +40
• Virtual Workshop: No Show: +20
• Webinar: Attended HOT: +100 Auto-MQL (Hand Raiser)
• Webinar: Attended: +40
• Webinar: Attended on Demand: +40
• Webinar: No Show: +20
• Workshop: Attended Hot: +100 Auto-MQL (Hand Raiser)
• Workshop: Attended: +100 Auto-MQL (Hand Raiser)
• Workshop: No Show: +20
• Virtual Summit: Attended Hot: +100 Auto-MQL (Hand Raiser)
• Virtual Summit: Requested Meeting: +100 Auto-MQL (Hand Raiser)
• Virtual Summit: Attended on Demand: +40
• Virtual Summit: Attended: +40
• Virtual Summit: No Show: +20

Inbound, Web & Content Engagement

• Book a Meeting: Requested Meeting: +100 Auto-MQL (Hand Raiser)
• Book a Meeting: Meeting Held: +100 Auto-MQL (Hand Raiser)
• Contact Request: Filled Out Form: +100 Auto-MQL (Hand Raiser)
• Content Syndication: Engaged: +10
• Content Syndication: Filled Out Form: +30
• Demo Request: Filled Out Form: +100 Auto-MQL (Hand Raiser)
• Demo Request: Requested Demo: +100 Auto-MQL (Hand Raiser)
• Evaluation or Trial: Filled Out Form: +100 Auto-MQL (Hand Raiser)
• Product Tour: Engaged: +10
• Product Tour: Filled out Form: +30
• Product Tour: HandRaiser: +100 Auto-MQL (Hand Raiser)
• Web Chat: Web Chat Meeting Booked: +100 Auto-MQL (Hand Raiser)
• Web Chat: Filled Out Form: +100 Auto-MQL (Hand Raiser)
• Web Content: Filled out Form: +30
• Video: Watched - 100: +20
• Video: Watched - 75: +10
• Video: Watched - 50: +5

Paid & Social

• Online Advertising: Engaged: +30
• Online Advertising: Filled out Form: +100 Auto-MQL (Hand Raiser)
• Online Advertising: Hand Raiser: +100 Auto-MQL (Hand Raiser)
• Organic Social: Engaged: +10
• Organic Social: Filled out Form: +50
• Paid Media: Engaged: +30
• Paid Media: Filled out Form: +100 Auto-MQL (Hand Raiser)
• Paid Social: Engaged: +30
• Paid Social: Filled out Form: +100 Auto-MQL (Hand Raiser)

Partner & Channel

• Deal Registration: Filled Out Form: +100 Auto-MQL (Hand Raiser)
• Partner Account Mapping: Requested Meeting: +100 Auto-MQL (Hand Raiser)
• Partner Account Mapping: Opportunity: +100 Auto-MQL (Hand Raiser)
• Partner Account Mapping: Connected: +40
• Partner Account Mapping: Engaged: +20
• Proposed: Partner MQL = True: +100 Auto-MQL (Hand Raiser)

Direct Mail

• Direct Mail: Filled Out Form: +100 Auto-MQL (Hand Raiser)
• Direct Mail: Delivered: +100 Auto-MQL (Hand Raiser)
• Direct Mail: Redeemed eGift: +100 Auto-MQL (Hand Raiser)

• Job Title = CISO: +100 Auto-MQL (Hand Raiser)

• Score Decay: If the Last Engagement Date is older than 6 months AND the Behavioral score is > 25, the behavioral score is reduced by -25 pts.
• Recycle Status: Set to 50 pts.
• Demographic / Behavioral Recycle Reset: Reset to 0 pts.

Channel Tag	Definition / Intended Use
Events & Webinars
Field Event (now applies to Partner Event)	Regional, targeted in-person events hosted or sponsored directly by the sales team within specific territories.
Tradeshow	Large-scale industry conferences involving booth sponsorships, physical badge scans, and mass lead capture.
Virtual Event	Broad digital gatherings, typically longer than a standard webinar, potentially featuring multiple sessions.
Virtual Summit	Large-scale, multi-day, or multi-speaker online conferences serving as major tentpole digital experiences.
Virtual Workshop	Hands-on, interactive digital training, lab environments, or certification sessions.
Webinar	Standard, time-bound digital presentations or panel discussions hosted on platforms like Zoom or ON24.
Workshop	In-person, hands-on training or deep-dive educational sessions for prospects or existing customers.
Inbound & Web Engagement
Book a Meeting	Tracks engagements where a prospect successfully schedules a meeting directly with sales (e.g., via Calendly, Chili Piper).
Contact Request	High-intent inbound requests from users explicitly asking to be contacted by sales or support (e.g., standard "Contact Us" web forms).
Demo Request	High-intent inbound requests explicitly asking for a customized product demonstration.
Evaluation or Trial	Programs tracking users who sign up for a free trial, freemium tier, or an active Proof of Concept (POC).
Interactive Demo	Engagements with self-guided, clickable product walkthroughs embedded on the website (e.g., Navattic).
Product Tour	High-level video or web-based overview tours of the platform's core capabilities.
Video	Tracking deep engagements (view duration, completion) on hosted video platforms (e.g., Wistia, Vidyard).
Web Chat	Inbound engagements or meetings booked directly through the website's conversational chatbot interface.
Web Content	General website engagements, such as blog subscriptions or specific high-value page visits.
Email & Outbound
Email	Standard marketing email blasts or newsletters not inherently tied to a broader, multi-channel campaign.
Email Send	A functional channel used for transactional communications, internal alerts, or A/B testing.
Marketing Outbound	Marketing-led outbound prospecting efforts or specialized outreach acting on behalf of SDRs.
Nurture	Always-on, automated drip campaigns designed to educate and warm up prospects over time.
Qualified AI Emails	Inbound engagements or meetings booked directly via conversational AI email bots.
Paid, Social & Syndication
Content Syndication	Third-party lead generation programs where assets are hosted on external publisher networks to capture net-new leads.
Online Advertising	Broad digital advertising campaigns (e.g., Google Display Network) driving general traffic.
Organic Social	Tracking inbound traffic and conversions generated organically from unpaid social media posts. Facebook, Instagram, social platform ads that we DONT spend marketing dollars on to promote awareness, engagement, or drive interest in a specific event, campaign, or CTA. We will likely begin leveraging this once our integrated campaigns are fully operational and we start structuring child campaigns based on UTM-driven promotion of our events. For example, for webinars, we would have a parent webinar campaign, with a corresponding child Organic Social campaign to track registrations driven specifically through those organic social posts and associated UTM parameters.
Paid Media	Broad paid acquisition efforts, potentially encompassing search or external ad placements.
Paid Social	Targeted, sponsored advertising campaigns run natively on social platforms like LinkedIn or Meta. Facebook, Instagram, social platform ads that we spend marketing dollars on. While we are not currently running any Paid Social programs, I created this campaign type so we have the appropriate framework in place when we decide to invest in advertising on these social platforms in the future.
Partner & Channel
Deal Registration	Channel/partner programs where an external partner officially registers a new sales opportunity for tracking.
Partner Account Mapping	Operations channel for tracking account overlaps and shared pipeline with strategic partners (e.g., Crossbeam).
Operations & Specialized Programs
Contact Acquisition	Programs specifically designed to track net-new marketable database contacts sourced from specialized list buys or external vendors.
Direct Mail	Physical mailers, swag distribution, or gifting campaigns (e.g., Sendoso, Alyce).
List Upload	Functional channel to process, normalize, and stamp source tracking on manual list imports.

Definitions and use cases for the core platforms driving our marketing and sales architecture.

6Sense (Intent Data)

Our primary intent data and Account-Based Marketing (ABM) platform. 6Sense analyzes the "Dark Funnel" to identify accounts in an active buying cycle. It passes intent scores and predictive segments directly to Marketo for audience building, and to Salesforce to alert sales teams of accounts showing research behavior.

Qualified (Conversational Marketing)

Our conversational marketing platform embedded directly on the website. Qualified identifies high-value visitors and facilitates real-time chat with SDRs or automated meeting bookings. It syncs interaction data seamlessly to both Marketo (for scoring) and Salesforce (for lead/contact tracking).

Marketo

Our central marketing automation platform. Responsible for lead capture, email nurturing, behavioral scoring, and syncing qualified records (MQLs) over to Salesforce for sales action.

Salesforce (SFDC)

Our central CRM (Customer Relationship Management) system. It is the single source of truth for all sales opportunities, pipeline management, account hierarchy, and final revenue attribution.

Traction Complete

Automated lead routing and account matching engine inside Salesforce. Ensures incoming leads are matched to existing accounts and assigned to the correct territory/rep instantly.

D&B (Dun & Bradstreet)

Integrated data enrichment and firmographic intelligence tool used within Salesforce to standardize account details, ensure clean hierarchy, and provide deep company insights.

ZoomInfo & ZoomInfo SFDC

B2B contact database used for direct prospecting, list building, and data enrichment across both Marketo and Salesforce.

Gong

Revenue intelligence platform that records, transcribes, and analyzes sales calls, syncing activity back to Salesforce accounts and opportunities.

LinkedIn Matched Audiences

Allows us to sync Marketo lists to LinkedIn for targeted advertising.

LinkedIn Lead Gen

Automatically pushes newly acquired leads from LinkedIn Lead Gen forms directly into Marketo.

Stensul

Our email and landing page creation platform. Allows non-technical users to build on-brand assets that sync directly into Marketo via API.

Navattic

Interactive product tour software used to create clickable, self-guided demos on the website. Engagement metrics are piped into Marketo for scoring.

Vidyard

Enterprise video hosting platform. Tracks individual viewer engagement (like percentage watched) and pushes that data to Marketo to influence lead score.

PeerSpot

B2B enterprise technology review site. Integrates with Marketo to capture engagement from prospects interacting with our product reviews.

Google Analytics

Primary web analytics service used to track website traffic, user behavior, and overall marketing performance across digital channels.

Allbound

Our Partner Relationship Management (PRM) system. Integrates with Salesforce for partner deal registration and pipeline tracking.

Base

Executive assistant and administrative enablement software utilized within the Salesforce ecosystem.

LinkedIn Sales Navigator

Social selling tool embedded in Salesforce, allowing reps to view LinkedIn profiles, news, and connections directly on Lead and Contact layouts.

Groove & Seismic

Sales enablement platforms for tracking rep outreach, email cadences, and content distribution directly within Salesforce.

Clari

Revenue operations and forecasting platform. Pulls data from Salesforce to provide AI-driven insights into pipeline health and deal closing probability.

NetSuite

Our central ERP and financial management system, integrating with Salesforce to sync "Closed Won" opportunities into official financial orders and billing.

Power BI

Business intelligence software used for complex, multi-system data visualization and executive revenue dashboards pulling from Salesforce data.

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Standalone Platforms

1WorldSync

Product content syndication platform used to manage and distribute rich product data across e-commerce channels.

Jasper.ai

Generative AI platform used by the marketing team to assist in copywriting, content creation, and messaging iteration.

Unicode

Standardized character encoding platform/reference used for ensuring consistent text formatting and symbol rendering across global digital assets.

G2

Software review platform. Used to monitor brand reputation, gather customer feedback, and capture buyer intent signals.

Survey Monkey

Cloud-based survey software used for market research, customer satisfaction (CSAT/NPS) tracking, and event feedback collection.

Asana

Our primary project management and work-tracking platform. Used extensively by Marketing Operations to manage intake requests, SLAs, and cross-functional campaigns.

Canva

Graphic design platform used for rapid creation of social media graphics, presentations, and visual content assets.

Purpose
Use this template to collect all content and assets required to build an event email in Marketo. Complete every applicable field before requesting the email build.

Purpose
The Email Module Library serves as a centralized reference guide for all reusable email modules available within the Marketo email template. It provides marketers with a comprehensive overview of each module, its intended use, editable elements, and available configuration options, enabling users to build consistent, responsive, and brand-compliant emails without modifying the underlying template code.

By using this module library, teams can:

• Understand all email modules available within the Marketo template.
• Select the appropriate module based on campaign requirements.
• Learn the purpose and recommended use case for each module.
• Identify which content elements can be customized without requiring HTML changes.
• Maintain a consistent design and user experience across all email communications.
• Reduce development effort by leveraging reusable, configurable modules.
• Enable marketers to build emails more efficiently while adhering to brand guidelines.

1. Naming & Alignment

• Naming Convention: Strictly adhere to our standard naming convention here.
• Marketo Alignment: Marketo programs must share the exact same name as the SFDC campaign to ensure they are easy to find in the future.
• Type Alignment: Ensure Marketo program types and SFDC campaign types match. (Note: The first and most recent campaign type stamping in the flow step must also align).
• Parent Campaign: Always align to a parent campaign. We will be building out additional parent hierarchies (e.g., FY27 Tradeshows, FY27 Webinars) so we can easily roll up all tactics by specific campaign types.

2. Ownership & Status

• Campaign Owner: Change this to the ticket requestor’s name. This allows our marketers to easily pull reports on their own campaigns.
• Active Status: Ensure the campaign is marked Active. If it isn't, you won't be able to find it in Marketo or sync campaign members to it.

3. Required Fields

• Campaign Geo: Populate accordingly.
• Team Owner: Populate accordingly.
• Campaign Product: Populate accordingly. If you or the marketer are unsure, default to "General".
• Start & End Dates: Populate accordingly.

4. Description Field

Please paste the following template into the Description field and fill in the details:

FOR THE SDR TEAM:

SDR Groove Flow Name:
SDR Groove Flow Link:

CAMPAIGN DETAILS:

Context: [Brief context of the event, campaign, newsletter, or email]
Talk Tracks:
Compliance Messaging:
Specific Assets to Leverage:
Special Notes: [If needed]

Use this standalone utility to quickly format raw partner contact or account lists into our Unified Universal List Import format. It automatically applies the correct channel tags, sources, and vendors to ensure seamless Marketo and Salesforce routing.