Medtronic’s primary entry point for a web lead is their “Get Started” form. When the form was first implemented several years ago, it was designed to feed responses directly into their CRM and included a secondary form that was deeply detailed and complex. Over time, requirements changed, but the form remained. Because it was integrated directly with their CRM (Salesforce) and bypassed the Marketing Automation system (Marketo), issues began surfacing around reporting consistency, campaign performance, and overall flexibility. When the original campaign was retired Medtronic Diabetes needed to update their campaign attribution.
With the form now housed successfully in Marketo, Medtronic Diabetes has access to relevant and consistent reporting data, and because their Marketo and Salesforce systems are integrated, data that comes through the Get Started form can sync automatically into Salesforce, allowing the sales team access to the exact same data, giving the digital marketing team the flexibility to update campaign attribution and other details on the fly.
Let's get started