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Deduping: How to Clean Up
Your Lead Database
1/24/2017 | CORI PEARCE, DEMAND GENERATION MANAGER, WEALTHENGINE

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Cringe worthy, right?
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Agenda
• What are Duplicates & How Do They Affect You
• How Duplicates are Created
• Preventing Duplicates
• Handling De-Duplication
• Best Practices for Running Marketo Easy Merge
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What are duplicates?
A systemic issue in a database where there are
two or more records that represent the same
individual
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What is the impact of duplicate data?
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Prevention Cost
Correction Cost
Failure Cost
Sirius’ 1-10-100 Rule
$1
$10
$100

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Upside of Clean Data
• 1% data quality improvement = 5-6% increase
in revenue
• 7x inquiries
• 4x leads
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When the De-Duplication Process Works
• List import
• Marketo form (iFrame or
Marketo landing page)
• Direct creation in Marketo
Lead Database
• Direct creation through API
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When the De-Duplication Process
Doesn’t Work
• Lead Duplicates- usually occur in your CRM or
because you are not syncing all leads to the CRM
• Contact Duplicates- an existing SFDC Contact can
force Marketo to create a duplicate lead if:
• Someone created a new SFDC lead for that email
address
• The Marketo User is not seeing Contacts correctly
• There were existing SFDC dupes of both record types
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How to Prevent Duplicates
• Always use Marketo forms or the API
• Sync all leads to your CRM
• Import lists into Marketo using default mode
• Train sales CRM users to search for leads first
using email or full name and update an existing
record instead of creating new
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How to Prevent Duplicates
Automate duplication checks within your CRM to
identify, block and dedupe leads/contacts in real-
time at the point-of-entry
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Handling De-Duplication in Marketo
• Monitor Possible Duplicates under System
Smart Lists
• Merge leads manually by selecting duplicate
records. You will see every value between the
records that don’t match. Select the value you
want to keep for each field.
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There’s a better way...
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Marketo Easy Merge
• Marketo provides the Easy Merge service to
remove duplicates for the lead database
• Rules based engine that allows for a one-time
mass cleanup of duplicate leads
• Point-in-time cleanup and will not prevent
creation of subsequent duplicates
• Not the right service for organizations that
intentionally create duplicates for cross-sell or
upsell purposes
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Marketo Database Cleanup Project
Database Snapshot
• Total known records- 900K
• Database capacity- 93%
Cleanup Effort
• Possible duplicates: 200K records
• Cleanup to merge: 100K records

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Bulk Merging- Marketo Easy Merge
Steps of the Process
• Define “duplicate” (ex. email address)
• Define the “master criteria”
• SFDC Contact over SFDC Lead
• SFDC Lead Over Marketo Lead
• Oldest or newest by creation data
• Define “exceptions”
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Bulk Merging- Marketo Easy Merge
Steps of the Process cont.
• Define “field level rules”
• Unsubscribed: highest value (true always wins)
• Black Listed: highest value
• Marketing Suspended: highest value
• Lead Score: highest value
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Bulk Merging- Marketo Easy Merge
Steps of the Process cont.
• Perform dry runs until desired results are
achieved
• Execute full run cycle
• Identify SFDC errors and make adjustments
• Run additional merge cycle for SFDC conflicts
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Recap
• Dirty data can really affect
your bottom line
• Clean data practices can
provide great gains
• Put processes in place for
lead creation and
duplication checks
• Don’t let it get out of hand
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Questions?
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