Mutual customers of PathFactory and Full Circle Insights can create Campaign Member Responses in Salesforce based on what is happening inside PathFactory experiences. 

Response Management is the term used to describe the combination of two Full Circle products: Funnel Metrics and Campaign Attribution. These two products work together to give you clear insights into the journey your customers take on the way to making a purchase. Separately, they serve different functions:

• Funnel Metrics focuses on tracking leads through your marketing and sales funnels. 
• Campaign Attribution uses customizable modeling to identify the revenue driven by each campaign and its impact on deals.

Response Management uses the Salesforce (SFDC) Campaign Member object to track Responses, enabling marketers to monitor the outcome of each response as shown in the screenshot below.

A Response is a Campaign Member record that was created or updated to a Responded Member Status. See the example below. 

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Prerequisites for PathFactory Integration with Full Circle Insights

1. Full Circle Insights Response Management is installed. 
2. PathFactory is integrated with your marketing automation platform (MAP). 

Need more information about MAP integration? See the articles listed below. 

• PathFactory Eloqua Integration
• PathFactory HubSpot Integration
• PathFactory Marketo Integration
• PathFactory Pardot Integration

For a refresher on webhooks, see Introduction to Webhooks.

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Updating Campaign Membership Status Using PathFactory Webhook Fields

The process of updating the campaign member status varies based on your Marketing Automation Platform (MAP). The data sent through the Visitor Session webhook provides an overview of the visitor’s engagement level with Experiences and content assets during the sessions. Three fields from our webhook can be leveraged to determine the engagement that has occurred with specific assets.

Content Journey

This represents the order of assets viewed during a session. Assets are represented by their unique URL slugs in this format: [ContentAsset1][ContentAsset2][ContentAsset3].

Content List – Time Thresholds Met

This includes all content assets viewed during a session that had their time thresholds met. Assets are represented by their unique URL slugs in this format: [ContentAsset1][ContentAsset2][ContentAsset3].

Content External ID List – Time Thresholds Met

This is a list of external IDs (defined in the Content Library) of all assets where the time threshold was met. Often, marketers populate this field with the Salesforce Campaign ID for each asset. The URL Slug and External ID can be found and customized within each content asset in PathFactory. The screenshot below displays the location of the Custom URL Slug field. The screenshot also shows the location of the External ID field.

The URL Slug and External ID can be found and customized within each content asset in PathFactory. The screenshot below displays the location of the Custom URL Slug field. 

The screenshot below displays the location of the External ID field. 

Using the example screenshots above, you can configure the rules in your MAP that will update campaign membership status in SFDC. 

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Updating Campaign Membership Status

Note: The following information assumes that your MAP and SFDC instances are integrated.

Example

The purpose of this example is to show how these conditions can be used as triggers for various Marketing Automation Platform (Eloqua, HubSpot, Marketo, Pardot) to update the campaign membership status of leads or contacts in Salesforce, based on the engagement with specific content assets. 

In this scenario, the following three conditions must be met together: either the Content Journey field contains [introduction-to-the], or the Content List – Time Thresholds Met field contains [introduction-to-the], or the Content External ID List – Time Thresholds Met field contains the ID 7016S0000027UYyQAM.

• Content Journey field contains [introduction-to-the]:
  This condition refers to a situation where the Content Journey field, a data field within the system, contains the text [introduction-to-the]. If this specific text is found in the Content Journey field, this condition is satisfied.
  
• Content List – Time Thresholds Met contains [introduction-to-the]:
  This condition is related to the Content List – Time Thresholds Met field, which keeps track of content assets that have met specific time thresholds. If this field contains the text [introduction-to-the], the condition is met.
  
• Content External ID List – Time Thresholds Met contains 7016S0000027UYyQAM:
  This condition involves the Content External ID List – Time Thresholds Met field, which holds the external IDs of content assets that have met time thresholds. If this field contains the specific ID 7016S0000027UYyQAM, the condition is satisfied.

Eloqua Integration with PathFactory and Full Circle Insights

1. In Eloqua, configure the Segment with your contact field criteria to trigger anytime the data value changes in your PathFactory webhook fields to this specific asset as shown in the example screenshot below.

2. Create an Eloqua campaign. Make sure to add the SFDC Campaign ID to the Eloqua CRM Campaign ID field in Campaign Settings.
   
   When the criteria in the segment are satisfied, the Lead or Contact that meets these criteria will be included in the campaign. This means they will become a part of the campaign’s workflow and will undergo the series of actions that you’ve defined in the campaign (campaign responses may be applied based on your default response rules configured in Eloqua).

See below for an example of a campaign configuration that will create responses in SFDC.

HubSpot Integration with PathFactory and Full Circle Insights

1. In HubSpot, configure your enrollment criteria to trigger any time the PathFactory Visitor Session Webhook form is filled out. 
2. Add an if/then branch to filter the PathFactory engagement for this specific asset.
   
   If this criteria is met, the Contact will be added to the Salesforce campaign with a Responded status. See the example below for an example of how to build this flow in HubSpot.

Marketo Integration with PathFactory and Full Circle Insights

In Marketo, configure the Smart List within your Smart Campaign to trigger anytime the data value changes in your PathFactory fields to this specific asset. See example below.

When the criteria in the Smart List is met, the lead/contact will run through the Flow and be added to the Salesforce campaign with a Responded status as shown below.

Pardot Integration with PathFactory and Full Circle Insights

1. In Pardot, configure your engagement program to trigger anytime the PathFactory Visitor Session Webhook form handler is completed. Example of such configuration is provided below.

2. Next, add a complex rule to filter the PathFactory engagement for this specific asset.

3. In Pardot, set the response criteria for the SFDC campaign. For example, when the above criteria are met, the Contact will be added to the given Salesforce campaign with a Responded status. In Pardot, set the response criteria for the SFDC campaign. For example, when the criteria are met, the contact will be added to the given Salesforce campaign with a Responded status. The screen capture below shows the workflow for adding to Salesforce Campaign Action within the workflow in the engagement studio.