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Deduping how to clean up your lead database

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DC MUG Presentation by Cori Pearce on 1/24/2017

Published in: Marketing
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Deduping how to clean up your lead database

  1. 1. WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446 Deduping: How to Clean Up Your Lead Database 1/24/2017 | CORI PEARCE, DEMAND GENERATION MANAGER, WEALTHENGINE
  2. 2. WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446 Cringe worthy, right? 2
  3. 3. WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446 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 3
  4. 4. WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446 What are duplicates? A systemic issue in a database where there are two or more records that represent the same individual 4
  5. 5. WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446 What is the impact of duplicate data? 5 Prevention Cost Correction Cost Failure Cost Sirius’ 1-10-100 Rule $1 $10 $100
  6. 6. WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446 Upside of Clean Data • 1% data quality improvement = 5-6% increase in revenue • 7x inquiries • 4x leads 6
  7. 7. WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446 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 7
  8. 8. WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446 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 8
  9. 9. WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446 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 9
  10. 10. WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446 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 10
  11. 11. WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446 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. 11
  12. 12. WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446 There’s a better way... 12
  13. 13. WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446 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 13
  14. 14. WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446 Marketo Database Cleanup Project Database Snapshot • Total known records- 900K • Database capacity- 93% Cleanup Effort • Possible duplicates: 200K records • Cleanup to merge: 100K records
  15. 15. WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446 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” 15
  16. 16. WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446 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 16
  17. 17. WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446 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 17
  18. 18. WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.444618
  19. 19. WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446 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 19
  20. 20. WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446 Questions? 20
  21. 21. WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.444621

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