Integrating Bizible with PathFactory

As discussed in the introduction of this article there are two different types of Engagement data that can be used:

1. Forms visitors have explicitly filled out

If you are using the “CUSTOM HTML” option to have a Marketo Form appear in PathFactory, you can then add the Bizible Script to the Marketo form Embed Code

Example: If the Marketo Form Embed code is

<script src="//xxx-xxxx.marketo.com/js/forms2/js/forms2.min.js"></script>;
<form id="mktoForm_xxxx"></form>
<script>MktoForms2.loadForm("//xxx-xxx.marketo.com", "xxx-xxx-xxx", xxxx);</script>

You can add the Bizible tracking script so that it becomes

<script type="text/javascript" src="//cdn.bizible.com/scripts/bizible.js"" async=""></script>
<script src="//xxx-xxxx.marketo.com/js/forms2/js/forms2.min.js"></script>;
<form id="mktoForm_xxxx"></form>
<script>MktoForms2.loadForm("//xxx-xxx.marketo.com", "xxx-xxx-xxx", xxxx);</script>

2. Visitor’s content consumption data

Currently, customers using Marketo, PathFactory and Bizible send PathFactory engagement data either through PathFactory webhooks or, more recently, to a Marketo Custom Object through Marketo’s BULK API (new in January 2021). Once they have PathFactory data passing to Marketo, they then ensure it is being tracked by Bizible properly as a touchpoint. The method by which PathFactory and Marketo are integrated has implications for how to correctly track Bizible touchpoints.

Scenario 1 – PathFactory-Marketo Webhook Integration (most common)
PathFactory webhooks are commonly used to send PathFactory engagement data to Marketo. These webhooks trigger a programmatic form POST to the “leadcapture/save2” endpoint which then write data to Custom Lead/Contact fields in Marketo. With the integration between Marketo and Bizible, we can utilize the “Change Data Value” activity that gets created when the PathFactory webhook sends PathFactory engagement data into Marketo.

In Bizible, our clients often create a Campaign Name of “PathFactory” that can be used later on for channel mapping. Our clients then often use the Engagement Score field to create a rule that would trigger a touchpoint in Bizible each time the PathFactory engagement score is at least “1”

Scenario 2 – PathFactory-Marketo Custom Object Integration (new)
Starting January 2021, PathFactory is offering its Marketo clients the option to use the Marketo Bulk API to send PathFactory engagement data to a Marketo Custom Object. You can set up a Smart Campaign in Marketo that would trigger each time a contact has a PathFactory session with an engagement score of at least “1”

You can then create a Custom Contact field in Marketo named “PathFactory Bizible Touchpoints”. The Smart Campaign would update the field with the value of “PathFactory”.

In Bizible, You can create a Campaign Name of “PathFactory” that can be used later on for channel mapping. Use the Bizible PathFactory Touchpoints field to create a rule that would trigger a touchpoint in Bizible each time the value in the field gets changed to “PathFactory”.

As discussed in the introduction of this article there are two different types of Engagement data that can be used:

1. Forms visitors have explicitly filled out

If you are using the “CUSTOM HTML” option to have an Eloqua Form appear in PathFactory, Add the Bizible Script to the Eloqua form Embed Code.

<script type="text/javascript" src="//cdn.bizible.com/scripts/bizible.js"" async=""></script>

Note: If you wish to attribute influence of the form fill to PathFactory, you can use one of the UTM parameters to indicate that the form submission has occurred within PathFactory. You can add the UTM parameter to the PathFactory track/asset link on which the form appears. Upon submission, Bizible will consume the utm parameter(s) provided and associate them with the touchpoint.

2. Visitor’s content consumption data

While there is not an explicit way to streamline the flow of content consumption data from PathFactory to Eloqua to Bizible, our clients would typically use PathFactory’s content consumption data in Eloqua to track campaign responses in their CRM (commonly Salesforce), where they can configure Bizible to track those campaign responses. If they wish to attribute revenue and pipeline to PathFactory they might use a custom attribute on the campaign member to indicate the touchpoint was influenced by PathFactory.

As discussed in the introduction of this article there are two different types of Engagement data that can be used:

1. Forms visitors have explicitly filled out

If you have already added the Bizible Snippet to the Forms Layout Templates as suggested by Bizible, these forms will automatically record a touchpoint when they’re submitted within PathFactory.

Note: If you wish to attribute influence of the form fill to PathFactory, you can use one of the UTM parameters to indicate that the form submission has occurred within PathFactory. You can add the UTM parameter to the PathFactory track/asset link on which the form appears. Upon submission, Bizible will consume the utm parameter(s) provided and associate them with the touchpoint.

2. Visitor’s content consumption data

While there is not an explicit way to streamline the flow of content consumption data from PathFactory to Pardot to Bizible, our clients would typically use PathFactory’s content consumption data in Pardot to track campaign responses in Salesforce, where they can configure Bizible to track those campaign responses. If they wish to attribute revenue and pipeline to PathFactory they might use a custom attribute on the campaign member to indicate the touchpoint was influenced by PathFactory.

PathFactory-HubSpot-Bizible