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Integrating Bizible with PathFactory

Many mutual customers of PathFactory and Bizible wish to create Bizible attribution touchpoints based on what is happening inside PathFactory experiences. In some cases it is simply to ensure the engagement happening inside PathFactory is not being missed in Bizible, however in other cases customers may wish to tie the value PathFactory (as a technology) is adding to pipeline or revenue created, in order to arrive at a return on their PathFactory investment. PathFactory can support both aspects, however it is important to understand which of these goals you need to support up front.

Importantly, this article outlines how to create Bizible touchpoints based on two different interactions by your visitors:

  1. Forms they have explicitly filled out
  2. Their content consumption data

PathFactory currently relies on a Marketing Automation Platform as an intermediary to create Bizible Touchpoints from it’s own engagement data. In this article we’ll describe below how PathFactory can trigger the creation of Bizible Touchpoints if you’re using Marketo, Eloqua or Pardot.

Warning
Previously PathFactory had a custom script approach to creating Bizible Touchpoints based on “Met Threshold” events in PathFactory. Bizible no longer supports this method.

 


 

PathFactory to Marketo to Bizible

 

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

  

You can add the Bizible tracking script so that it becomes

   

 

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.

image
An example of data values changing on a lead/content record in Marketo from the PathFactory Webhook integration

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”

image

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”

image

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”.

image

 


 

PathFactory-Elqoua-Bizible

 

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.

 

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.

 


 

PathFactory-Pardot-Bizible

 

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.

image

image

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.

 

Updated on July 10, 2022

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