By Sarah Frazier March 14, 2019
If you’re finding that your Marketo instance has slowed down or simply doesn’t feel as spry as it once did, there’s no time like the present to do a bit of spring cleaning. Dumping dead data and tweaking other settings is the best way to give your marketing automation platform a fresh start, allowing it to perform at its best for you year-round.
Follow these tips provided by Elliot Lowe, Head of Marketing Tech & MOPS at data operations platform Ringlead and Perkuto’s own Solutions Architect Lindsay Khan on the best ways to improve your data quality so your MOPS can work more smoothly.
Quick: what Marketo actions can you take on a record that has no email address associated with it? That’s right—nothing. The first step in getting your Marketo data in tip-top shape starts with creating a smart list to identify records without an email address or an invalid email address and purge them. Marketo can’t do anything with them—it can’t tie their page visits to any Marketo record, nor can you contact them.
But what if you decide you need to leave them in your CRM for sales purposes–because they have a phone number? That isn’t a problem. Just leverage a custom sync filter to control the flow of records between systems—but be careful, as there are caveats and specific naming conventions to which you must adhere.
When a person has left a company, sometimes the company server may respond back with an SMTP code that Marketo understands and can process automatically, but other times your sales team will receive one of those “John Smith is no longer employed by XYZ Organization.” For the latter situation, it’s important that your sales team has a place to capture this information so they can share it with your marketing team. Taking care of this is easy.
Either way accomplishes the same thing—the point is to give your sales team an easy way to let you (and your Marketo instance) know of the change so that you can identify these records and remove them from your CRM and Marketo when appropriate.
Marketo gets its data from so many sources, so it’s understandable that you’ll end up with duplicate records on occasion. But it’s important that you think twice before merging your records or you may end up accidentally deleting valuable information. Here are some specific things to look for as you’re sizing up your duplicates and deciding how to proceed.
Want to learn more? These are just a few of the many topics that were covered during the webinar “Dumping Dead Data & Other Spring Cleaning for Marketo,” available now on-demand. Elliot and Lindsay also created a 41-point checklist you can use to audit your own database.