Marketing operations

UTMs

All URLs used on external sites should contain UTM parameters for lead attribution. Any URLs built must be logged in the UTM builder.

HubSpot and UTMs

HubSpot automatically captures the parameter as long as the URL parameter name matches the HubSpot field name.

The forms that support UTM are:

  • Registration for a livestream
  • Request a demo or enterprise trial
  • Request a PDF
  • Request code change management demo
  • Contact us
  • In-product request (enterprise) trial

The parameters that our HubSpot workflows support are utm_campaign, utm_source and utm_medium. Tag @ericbm in #marketing if more parameters are needed.

Workflows are set up in HubSpot to capture the latest conversion information, and copy this information to the ‘First event’ fields if they are blank and unknown.

First event field names Latest event field names Example Notes
First converting campaign utm_campaign 2019ebook_searchcode Specific campaign within marketing channel
First converting medium utm_medium paid Marketing channel
First form conversion Form submission source Request a demo form Form submitted
First source utm_source stackoverflow Referring site
First converting date utm_date 2020-01-01 Date at which the user submitted the form
gclid gclid TeSter-123 Google Click ID that syncs data between Google Ads and Analytics. Only a contact’s first gclid is stored

Maintaining data pipelines

All major lead generation-related events (demo requests, livestream registrations, created instances) are copied to a Google Sheet by way of Zapier. This requires all events to funnel to a data pipeline HubSpot list so the Zapier event can be triggered.

CCPA/GDPR compliance

To delete a contact requesting to be deleted from our systems:

  • Review our list of data sources and delete the contact from each source.
  • Take and log screenshots in the Data Protection Officer folder of attempt to find contact in the system.
  • Email contact from personal Sourcegraph email with the following We have received your [CCPA|GDPR] request to be deleted from Sourcegraph systems. Your information has been permanently wiped from all our systems (screenshot attached), and as a result you will no longer receive any communications from us. [PERSONALIZED SENTENCE based on situation].