Marketing generates leads through paid programs, content, and webinars. Leads progress from lead to marketing qualified lead (MQL) to sales accepted lead (SAL) to sales qualified lead (SQL) to customer. Marketing programs categorize initiatives like ads and emails. Leads are scored and nurtured in hubspot. The goal is to attribute revenue to specific marketing channels using lead source and source channel data.

1. Lead Management
Processes, systems, definitions and expectations for managing and
optimizing the sovrn lead funnel.

2. Marketing Objectives
Two of Marketing’s top objectives are:
1. Generate revenue by driving net new leads
2. Engage existing Leads and Customers through Community efforts
Marketing’s inbound model revolves around paid programs, targeted content and
webinars, gated tools, and referrals. The purpose of this deck is to address the
infrastructure of these initiatives, including definitions, processes and categorizations.
The goal of Marketing Operations is to build the structures, systems and processes
used to better understand the levers a company can pull to drive more revenue and
engage more Customers in a purposeful way.

3. Lead Stage Definitions
•Lead: A lead is a person who has potential to participate in the customer engagement process within sovrn.
Interested in sovrn or not, a Lead is a person related to a domain that sovrn would want to work with.
•MQL: A Marketing Qualified Lead is a person who scored more likely to become a customer compared to
other leads based on known data and campaign interaction. Leads are scored on both fit and activity. A Lead
that has expressed enough interest/taken enough action that warrants being passed onto Sales.
•SAL: A Sales Accepted Lead which is assigned to PA by Marketing after MQL and has been reviewed to
ensure lead data accuracy. This step eliminates fraud, inaccurate contact information, etc. An MQL that Sales
pursues by changing the status/stage from “Open” to “In pursuit” or “In contact.”
•SQL: A Sales Qualified Lead is a person who has been engaged by the PA team and has completed
qualification which has identified accurate lead data and good fit. A Lead that Sales converted into an
Opportunity
•Customer: (this is changing) A Customer is a person associated with an Account where Account Stage is equal
to “Tags live.”
•Lead Source: The truncated value of the First Conversion where you captured a Lead’s people information, i.e.
Content Download, Webinar Registration, Event Registration, Product Inquiry, etc.
•Lead Source Channel: The primary referring source by sovrn captured a Lead’s people information, i.e. Paid,
Social, Direct, Organic, etc.

4. The sovrn Lead Funnel
Customers
Marketing Programs | Gated Tools | Webinars
Social Media | Gated Video | Gated Content
MQLs
Opportunities
SQLs
SALs
Onboarded Self Signup

5. Marketing Programs
Marketing Programs act as higher level campaign initiatives used internally to
categorize specific objectives. In the example of launching Header Bidding, Marketing
would launch several initiatives under the Header Bidding Program:
● Paid social media ads: Facebook, Twitter, LinkedIn
● Paid AdWords: Search & Display
● Paid AdExchanger Ads
● Targeted email campaigns to existing Customers and prospective Leads
● Organic social media pushing contacts to a gated webpage
The eventual goal is to attribute revenue to these specific Marketing channels using
Lead Source.

6. Lead Scoring, MQL Criteria & Lead Assignment
Lead Scoring is a methodology used to rank prospects against a scale that represents
the perceived value each Lead represents to the organization. The resulting score is
used to determine which leads receive a function (lead assignment, lead nurturing,
etc.)
The current Lead Scoring methodology includes downstream actions publishers can
take (content downloads, webinar registrations, AdWords, email clicks, social clicks,
watching 100% of videos, and visiting at least 3 pages in the last 2 weeks).
The MQL criteria is a Lead Score of TBD.
Once we’ve identified an MQL, we’ll assign it to the Publisher Advocate round robin
by assigning the “Salesforce Owner Email” to “hubspotqueue@sovrn.com” .

7. Lead Nurture Programs
Marketing Nurture Programs
● Beginner/Intermediate
● Advanced
● AdWords
● Self Signups
Sales Nurture Programs
● Qualified
● Aggressive (1,2,3)
● Soft (1,2,3)
● General

8. Lead Source + Lead Source Channel
Lead Source is the truncated value of the First Conversion where you captured a Lead’
s people information, i.e. Content Download, Webinar Registration, Event
Registration, Product Inquiry, etc.
Lead Source Channel is the primary referring source by sovrn captured a Lead’s people
information, i.e. Paid, Social, Direct, Organic, etc.
Understanding both of these values are key to driving future Marketing Program
strategies and attributing Leads and revenue back to a specific Marketing initiative.

9. Marketing Attribution
In Marketing, Attribution is the process of
identifying a set of user actions (events or
touchpoints) that contribute in some manner to a
desired outcome, and then assigning a value to
each of these events. Marketing Attribution
provides a level of understanding of what
combination of events in what particular order
influence individuals to engage in a desired
behavior, typically referred to as a conversion.
sovrn’s Marketing Attribution model is currently
being fleshed out. The goal is to be able to
determine the most effective process and lead flow
required to get publishers to convert from a Lead
to an Opportunity.
An additional goal is to be able to tie revenue back
to a specific Marketing Program. And not only a
Program, but the exact channels through which
those new Customers converted. This is why
building out Lead Source and Lead Source
Channel is so important for building out a revenue
Marketing team.

10. Appendix
Definitions, systems, categorizations, examples, etc.

11. Launching Marketing Programs
The Checklist
1. Create a Hubspot Campaign using the
Marketing Program code naming convention
2. Create a SFDC Campaign with the same
naming convention
3. Build a Hubspot workflow to sync enrolled
contacts from Hubspot to SFDC
4. When building out the campaign assets
(landing pages, forms, custom tracking urls,
etc.) be sure to create a new form for every
landing page
5. Create specific lists for each form submission
6. Create a master list (this is the list you’ll use
in your SFDC campaign sync workflow)
Double Check
1. Make sure you’ve updated your Suppression
lists to always include: Global Blacklist, Opt
Out (and Demand, Agency, Brand, Data
when emailing publishers)
2. Confirm your forms follow the Lead Source
naming convention
3. Be sure you’ve built proper custom tracking
URLs for all paid campaigns
4. Confirm you’ve added the following hidden
fields to your forms: utm_source,
utm_channel, utm_medium, utm_content

12. Lead Source Process & Functionality
The Lead Source field is a truncated value of a contact’s First Conversion. Since the First Conversion value grabs
the Internal Form Name, be sure to follow the form naming convention. When naming your forms, make sure
the Internal Form Name includes one of the values listed on the next slide that best categorizes the type of
conversion your form is capturing.
The Lead Source workflow is as follows:
If the contact property > First Conversion > contains > “#1” > set the contact property > Lead Source > to
Content Download.
When naming your forms, use the form naming convention on the next slide to ensure Lead Source data is
populated accurately.

13. Lead Source: Internal Form Naming Convention
Form Naming
Convention
Lead Source Value
#1 Content Download
#2 AdWords
#3 Webinar Registration
#4 Self Sign Up
#5 Gated Tool
#6 Gated Video
#7 Event Registration
Form Naming
Convention
Lead Source Value
#8 Ambassador
#9 Product Inquiry
#10 Publisher Consultation
#11 Testing
#12 RON
#13 Contact Us
#14 Survey
#15 Referral
#16 Support

14. Lead Source Channel Functionality
When building your landing pages with forms, you’ll
need to follow these instructions to make sure we’re
capturing the Lead Source Channel (the referring
source/channel through which a contact’s First
Conversion came in):
1. Build your landing page using this template:
Referrer Form Template
2. Build your form using the proper naming
conventions
3. Copy the Form ID Number
4. On the landing page, go to the Page Editor and
paste in the Form ID Number
5. Update the Thank You Page Redirect URL

15. Source Definitions
1. Original source: The first known source through which a contact found your website.
2. Original Source Drill-Down 1: The specific source data for the contact's original visit to your website
(Hubspot email campaign)
3. Original Source Drill-Down 2: More specific source data for the contact's original visit to your website (The
name of the email in the campaign)
4. Original Source Type: The source type of the contact's visit to your website (Email, Social)
5. Lead Source ( a Salesforce field that gets populated when the API is connected): is the truncated value of the
First Conversion where you captured a Lead’s people information, i.e. Content Download, Webinar
Registration, Event Registration, Product Inquiry, etc.
6. First Conversion: The first form that the contact submitted
7. Recent Conversion: The last form the contact submitted
8. First Page Seen: The URL of the first page that the contact saw on your website
9. Last Page Seen: The URL of the last page that the contact saw on your website
10. First Referring Source: The first referring website that led the contact to your website
11. Last Referring Source: The last referring website that led the contact to your website
12. Lead Source Channel is the primary referring source by sovrn captured a Lead’s people information, i.e. Paid,
Social, Direct, Organic, etc.

16. How visits are categorized in Hubspot
There are 8 potential categories used by the Sources Report (more specific rules can be found below):
•Organic Search: Non-paid visits from recognized search engines, like Google, Bing, Yahoo, etc.
•Referrals: Visits from links clicked on other websites.
•Social Media: Visits from links clicked on social media sites, like Facebook, Twitter, LinkedIn, etc.
•Email Marketing: Visits from tracking links in your emails. These links are automatically added to the
emails you send from HubSpot. They can also be manually added using tracking URLs for external email
systems.
•Paid Search: Visits from paid search ads that are either automatically identified by HubSpot or set by
tracking URLs.
•Direct Traffic: Visits to your website with no referring source or tracking URL. Usually visitors who type
your website directly into their browser.
•Other Campaigns: Visits from campaigns that are being monitored with specific tracking URL parameters
other than those used for Social Media, Email, or Paid Search.
•Offline Sources: This category does not apply to visits, but contacts and customers who originated outside
of your website (manual, imported, API). In the Sources Report, Offline Sources is hidden by default.

17. How Hubspot determines the source of a visit
HubSpot uses two methods to identify the source of a visit to your website.
● The first is by looking for a tracking URL, which is a parameter that can be added
to the end of a link to your website. A tracking URL might look something like
this: http://www.hubspot.com?
utm_source=facebook&utm_medium=social&utm_campaign=xyz.
● The second is by the “referrer,” which is the information passed along when
someone clicks on a link from another website to your website. The referrer is the
original site that contained the link to your website. If someone clicks on a link on
'cnn.com' to visit 'http://www.hubspot.com', then the referrer is cnn.com.
When determining the source of a visit, HubSpot will honor the tracking URL first. If
there is no tracking URL, HubSpot will honor the referrer. If there is no tracking URL
or referrer, HubSpot will categorize the visit into direct traffic.

18. Detailed URL and referral rules for visits

19. How Hubspot determines the drill down for each source
•Organic Search
-The first drill down shows the searched keyword, which is passed by the referring search engine. If no keyword is present, but the visit is identified as coming from a search engine, HubSpot will
group visits into a category called “Unknown Keywords (SSL)”.
-The second drill down shows the referring search engine, like Google, Bing, Yahoo, etc.
•Referrals
-The first drill down shows the referring domain, like “hubspot.com”.
-The second drill down shows the specific URL on the domain that referred traffic to your website, like “http://www.hubspot.com/blog/blog-post-title”.
•Social Media
-The first drill down shows the referring social site domain, like Facebook, Twitter, LinkedIn, etc.
-The second drill down shows the specific campaign name that sent traffic to your site. Campaigns can be set using a tracking URL through the 'utm_campaign=' tracking parameter. This is done
automatically by HubSpot’s social publishing tool. If no campaign is present, but the visit is identified as coming from social media, HubSpot will group visits into a category called “No
Campaign”.
•Email Marketing
-The first drill down shows the campaign name of the email, which is set by using the 'utm_campaign=' tracking parameter in the links from your email. This is done automatically for emails sent
from HubSpot. If no campaign is present, but the visit is identified as coming from an email, HubSpot will group visits into a category called “No Campaign”.
-The second drill down shows the name of the email, which is set by using the 'utm_content=' tracking parameter. This is done automatically for emails sent from HubSpot.
•Paid Search
-The first drill down shows the campaign name, which is set using the 'utm_campaign=' tracking parameter. If no campaign is present, but the visit is identified as coming from paid search,
HubSpot will group visits into a category called “No Campaign”.
-The second drill down shows the keyword/term searched by the person who clicked on the paid ad. If the click came from a content network like AdSense or the keyword cannot be identified,
HubSpot will group visits into the categories “Content Network (AdSense or Other)" or "Unknown Keywords SSL".
•Direct Traffic
-No additional breakdowns.
•Other Campaigns
-The first drill down shows the campaign name, set by the 'utm_campaign=' tracking parameter. If no campaign is present, but the visit is identified as coming from other campaigns, HubSpot will
group visits into a category called “No Campaign”.
-The second drill down shows the source / medium for the campaign, set by the 'utm_source=' and 'utm_medium=' tracking parameters.
•Offline Sources
-The first drill down shows the method of offline import, like API, Imported, etc.
-The second drill down shows any additional parameters associated with the offline import.