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Setup Content Scoring

This article outlines how to get Content Scoring implemented.

For Kapost to begin scoring your content, integrations with Salesforce and a Marketing Automation Platform (Marketo, Pardot, or Eloqua) must be completed. 

Connect to Marketo/Eloqua/Pardot

You'll need to connect to your Marketing Automation Platform with an account that has access to all the content you hope to be exposed for both production and Content Scoring.  Follow these steps:

1.  Log into Kapost as an Admin

2.  Under the More menu, choose App Center.

3.  Click on Install More Apps.

4.  Choose the appropriate platform.

5.  Click Install.

6.  Follow on-screen instructions

 

Connect to Salesforce

First you'll need to connect to your SFDC account in our App Center.  Please note: You must use the same SFDC account to complete the following steps as you have used to connect Kapost to SFDC in the App Center. To connect:

1.  Log into Kapost as an Admin

2.  Under the More menu, choose App Center.

3.  Click on Install More Apps.

4.  Choose CRM and then Salesfoce.

5.  Click Install.

6.  Click Connect.

7.  Login to SFDC and click Allow

8.  Click Save

 

Set up Salesforce Reports

In order for Content Scoring to function, Kapost needs a number of data points from Salesforce.  This data is captured in Salesforce reports that are then integrated with Kapost.  There will be one Salesforce Report for each stage of your funnel.  Please note, we only pull in "recently run" reports from Salesforce.

The most common stages tracked by Kapost customers are Marketing Qualified Leads (MQLs), Sales Qualified Leads (SQLs), and Closed Won Opportunities (CWO) but stages should be associated with your own unique buying stages.  Create your salesforce reports by following these steps:

1.  Set up a Salesforce Lead report for the first stage of your funnel that includes the following columns: 

Column 1: Account/Opportunity ID (This must be SFDC data type "ID and is only required when the need to roll multiple contacts up into one single Account or Opportunity conversion exists.")
Column 2: Contact/Lead ID (This must be SFDC data type "ID")
Column 3: Contact First Name (This must be of SFDC dataType "string")
Column 4: Contact Last Name ((This must be of SFDC dataType "string")
Column 5: Contact Email Address (This must be of SFDC dataType "email" and is the key field for us to tie SFDC and Marketing Automation Data together)
Column 6: Conversion Date (This must be of SFDC dataType "datetime" or "date")
Column 7: Revenue Amount (This is only required for closed-won opportunity reports where a user wants to attribute revenue to content.
 
2.  Create additional reports for each of the additional stages of your buying funnel.
3.  Make sure the date range is a dynamic so the data will stay fresh.  The recommended time frame for each report to pull data is a dynamic 180-day range. 
4.  Save the reports with names that you'll be able to find easily later.


Configure Content Scoring in Kapost: 
 
Now that you are integrated with the appropriate platforms and your reports are set up follow these steps to bring everything together in Kapost:
  1. From the left navigation menu, select Content Scoring.
  2. In the Enter name of stage field enter the name of the stage as you would like it to display within Kapost.
  3. From the Select Salesforce Report menu select the corresponding report.
  4. Click the Add button.
  5. Repeat steps 4-6 for all reports needed except for the closed-won report.
  6. To add the Closed/Won stage click inside of the field containing the label Insert Name of Closed Won and enter a report name. 
  7. Select the correct Salesforce Report.
  8. Choose either the Even Distribution or First/Last Touch radio button.  We recommend even distribution to start but if you'd like to weight first and last touch content more heavily, you can do that here.  If you choose to change the weighting, when First/Last Touch is selected, enter the percentages you want the first and last touch to be weighted. All other touch values will be filled in automatically.
  9. Click the Save Changes button.
  10. You will be prompted to validate your reports.  Click the "validate" button - it will take a few minutes to check your reports.  If it finds any errors, click "details" to see what they are and correct them in Salesforce.  Once you've corrected these, save them and click "validate" again.  When you get a message saying all of your reports are valid, you will know that you don't have anything to fix.
  11. Set up is now complete - the data is updated each night so you will see content scoring populate in the insights section of Kapost the day after configuration is completed.






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