Strategy
One objective, three audiences, one CTA each
The launch promotes the clinical art program using its real asset: a deep, peer-reviewed evidence base for art in clinical settings. The goal is qualified pipeline, not reach. Three audiences enter the same campaign and each is routed to a single, appropriate next step. This is the three-limb email split, defined as data before a single send is built.
| Segment | Who they are | Message | The one CTA |
|---|---|---|---|
| Awareness | Independent-practice office managers, early research stage | The research case for calming clinical art | Download whitepaper |
| Consideration | Practice directors comparing options, closer to buying | Matched sets, room by room, ready to hang | Visit product page |
| Decision | Multi-location and DSO ops leaders, highest value | Consistent art across every location, one program | Book a program call |
Content map: three whitepapers (the evidence case, HIPAA-neutral imagery and install guidance, and the multi-location program brief), three buyer-intent blogs, one 90-second launch video, a landing page and product pages, and a 30-minute on-demand webinar on evidence-based design for clinical groups.
The wiring
The plumbing: how one person's actions travel across every tool
Each tool holds one kind of information; the value is in the connections that let a single person be recognized in all of them, so the reporting at the end is true. Everything hangs on one shared label.
Every link carries the labels
Each link in an email, ad, or post ends with UTM tags built from the Campaign ID and asset code. The reader never sees them; the tools read them to know where the click came from.
The form captures the source
The person lands on a Marketo page and fills a form. Hidden fields, which the visitor cannot see, quietly grab the UTM tags and stamp them onto the person's record.
Actions add up to qualification
Marketo adds points for what the person does (opens, downloads, webinar attendance) and who they are (title, company size). When the score crosses a set line, they are flagged as an MQL, a marketing-qualified lead.
The main pipe into the CRM
A built-in, two-way sync copies the person into Salesforce as a lead and links them to the Salesforce Campaign. Their status (Registered, Attended, MQL) travels with them as campaign membership.
People become pipeline
Sales works the qualified lead. If it becomes an opportunity, a potential deal, and later closes, Salesforce ties that revenue back to the campaign through the membership set in step 4.
Web and video behavior, by source
A small code snippet on the pages and video lets GA4 log sessions, time, and video plays. Because the links carry UTMs, GA4 also knows the source. It measures pages, not people-as-customers, so it runs alongside rather than through Salesforce.
Reads everything, joined on the Campaign ID
Tableau connects to Salesforce (and, for the full picture, GA4 and ad spend through a shared database) and joins it all on the Campaign ID. Now one view can follow a person from a click to a closed deal, and show which whitepaper drove pipeline.
The Campaign ID and UTM naming is the thread through every tool. Consistent everywhere, the pipes carry clean data. Before launch, one test person is pushed through the whole chain to confirm nothing drops.
In the tools
What the wiring produces
With the plumbing in place, each tool shows its part of one connected story.
| Stream | Sent | Open | CTA click | Routed to |
|---|---|---|---|---|
| Awareness → whitepaper | 4,200 | 41% | 7.4% | Nurtured, scored |
| Consideration → product | 2,650 | 38% | 6.1% | Store / sales |
| Decision → program call | 640 | 52% | 11.3% | Sales, priority |
Production runs in Asana on the same Campaign ID, so on-time asset delivery and cost per asset sit in the same reporting layer as pipeline. The full stack: Asana for production, Marketo for execution, Salesforce for people and revenue, GA4 for web, Tableau for the picture.
Summary
The challenge in connecting the data doesn't sit in any single tool but in the plumbing that connects them. The above is a good all-purpose approach; if you are curious what this would look like in your organization, contact me at katy@pegmastudio.com.