There are 4 secrets about self-reported attribution that every Marketing leader should know before implementing “How did you hear about us?” on their forms…
1️⃣ You need to create a second field to categorize and bucket the free-form answers.
This second field with grouped categories is what you’ll use for reporting purposes. You can do this manually or through automation. I prefer manual b/c I like to review every lead to find new insights & it only takes 5-10 seconds to populate the second field with the category.
2️⃣ You should test the exact language on your form.
We changed it to “How did you hear about Zingtree? Please provide as much detail as possible.”, and it greatly increased the length of answers and insights we could get from the field.
3️⃣ It’s not perfect when someone says they heard about you through multiple sources.
E.g. LinkedIn and Google search. Unless you want to do very advanced & often convoluted reporting with a bunch of (If field contains “word”, then show in this report), then you should only put one answer into the field. Which means you’re losing some of the data in your reporting using the second field.
4️⃣ Setup syncing between your MAP to CRM so that the field can carry through to the opportunity too.
This enables you to do reporting at the lead, opp, and customer level.
What would you add to the list?
Any questions about these?