Glossary – Marketo Channel Tags

Marketo Channel Tags are one of the most powerful tools in Marketo.  They help trigger lead scoring, Interesting Moments, and all kinds of attribution reporting in Salesforce. This is our starter list of channel tags, member statuses, and success statuses.

>> Related: Marketo Glossary – Marketo Default Fields <<

Why you need Channel Tags

Marketo Channel Tags help you:

  • Sync webinar providers (like Zoom or GoToWebinar) with Marketo programs, allowing you to automatically track registrants and attendees.
  • Track campaign metrics easily so you can report on metrics like opens, clicks, or form fills.
  • Trigger scalable Interesting Moments, list memberships, and lead scoring.
  • Automatically align Marketo program member statuses with Salesforce campaign members, bringing your marketing reporting into Salesforce.
    • FYI this only works if you’re using the Marketo<>Salesforce campaign sync.
    • And FYI Marketo’s “success” status correlates to the “responded” status in a Salesforce campaign.

Sample Marketo Channel Tags and Statuses

Success statuses are in blue.

Content

  • Visited
  • Filled-out Form

Email Send

  • Opened
  • Clicked
  • Converted
  • Unsubscribed

Event

  • Invited
  • Waitlisted
  • Registered
  • Attended
  • Visited Booth
  • Visited Booth – Qualified
  • Engaged

List Import

  • Imported
  • Responded

Nurture

  • Member
  • Influenced
  • Unsubscribed

Online Paid Advertising

  • Visited Web Page
  • AdWords – Converted
  • Display – Converted
  • Facebook – Converted
  • Instagram – Converted
  • LinkedIn – Converted
  • Twitter – Converted

Operational*

  • Member

*Note: As the title suggests, this is for Marketo programs like lead scoring where you do not need to report on campaign metrics. 

Web Request

  • Visited
  • Filled-out Form

Webinar

  • Invited
  • Waitlisted
  • Registered
  • No Show
  • Attended
  • Attended On-demand

Webinar (Asynchronous)

  • Invited
  • Waitlisted
  • Registered
  • No Show
  • Attended
  • Attended On-demand

 

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