Avoiding the Impact of Dirty Data

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Tips for avoiding the impact of dirty data in Marketo, Salesforce and more. Presented by John Muehling, Vice President of Client Strategy, Digital Pi

Marketing

Avoiding the Impact of Dirty Data
SESSION 2 Marketo Tips and Tricks Sessions 03.27.19

Marketo Tips and Tricks Sessions 03.27.19
Data is the currency of the
next generation
Data Governance Committee
We are all data stewards…
What if we thought about things differently?
3

Marketo Tips and Tricks Sessions 03.27.19
The data that really matters…
4
PEOPLE
ATTRIBUTION
ACCOUNTS ENGAGEMENT REVENUE

Marketo Tips and Tricks Sessions 03.27.19
It all starts with people…
We are all data stewards!!
6
Identify and lock down your POEs (Ports of Entry)
Determine the minimum data set needed
Determine how you will collect the data
Standardize, normalize
Put governance in place

Marketo Tips and Tricks Sessions 03.27.19 7
Marketo Tip: Sourcing Forwarded Email
http://go.testcompany.com/PartneringWebinar.html?utm_source=Marketo&utm_medium=email&utm_campaign=
event2016&utm_content=partnering_webinar&utm_term=30416&mkt_tok=3RkMMJWWfF9wsRonvanIZKXonjHp
fsX56%2BoqXqeg38431UFwdcjKPmjr1YICTsV0aPyQAgobGp5I5FEMQ7DYW
Existence of mkt_tok is indicative
Use a Smart List
Set only at “Lead is Created” event

Marketo Tips and Tricks Sessions 03.27.19
Think Globally
Create a Data Management Program
Schedule batches to run at night
Think about the API calls to SFDC
8
Marketo Tip: Organize Data Management Campaigns

ACCOUNT DATA
Paving a road to ABS / ABM / ABE

Marketo Tips and Tricks Sessions 03.27.19
Who are you selling to?
Develop your ICP
Use Account hierarchy feature
Begin process of defining Account Roles
Move away from conversion as a metric
11

Marketo Tips and Tricks Sessions 03.27.19
Salesforce Tip: Create Account “Health” Metric
12
Identify data required for a ”complete record”
Create a field to track it (visual – red, yellow, green check)
Use a Process or Workflow to manage
Incentivize team members for maintaining record completeness

Marketo Tips and Tricks Sessions 03.27.19
Activating Salesforce Account Roles in Marketo
13
Start with a set of simple values
Provide clear definitions for each role
Activate SFDC custom object in Marketo
1
2
3

Marketo Tips and Tricks Sessions 03.27.19
Conversion or Revenue?
Moving away from conversion?
Simple rules
Can easily be automated
Easy evolution to Account-Based

ENGAGEMENT DATA
Are your campaigns working?

Marketo Tips and Tricks Sessions 03.27.19
Every touch counts…
Optimize your channels
Set Acquisition Program
Cookie your Database!!
16

Marketo Tips and Tricks Sessions 03.27.19
Channel optimization…
Maintain technology lanes
Set Analytics Behavior
Numbered Statuses
17

Marketo Tips and Tricks Sessions 03.27.19
First-Touch metric relies on Acquisition
Start with clean up - Historic
Use source data to retroactively
set Acquisition and Date
Set in the ”acquiring campaign”
18
1
2

Marketo Tips and Tricks Sessions 03.27.19
Establishing “known” records…
You’re exposed
Three Methods
• Marketo Form
• Click link – Marketo Email
• Click link – Sales Email
19

Marketo Tips and Tricks Sessions 03.27.19
Connecting the dots takes a team…
Contact Roles on Opportunity
Attribution Settings
21

Marketo Tips and Tricks Sessions 03.27.19
Implementing Contact Roles
Start Simple
Gamify the process / Incentivize
Automation (SFDC Triggers)
22

Marketo Tips and Tricks Sessions 03.27.19
A shortcut to start…
Advanced Report Builder
Should be short-term use
23

Marketo Tips and Tricks Sessions 03.27.19
Analyzing a $10MM deal…what not to do
1. Primary Account + Secondary Account (subsidiary in a different
vertical)
2. Contacts associated with Primary Account
3. Opportunity associated with Secondary Account
4. Contacts from primary account associated to secondary account
via Contact Role
5. Contacts (initial buyer (duplicate), CEO, CIO, CFO
6. Name, email for 3, no phone, title, no activity history
7. No one was known…no visibility!!
24

Marketo Tips and Tricks Sessions 03.27.19
Action Items / Q&A
Become an agent of change
Don’t go it alone
Incentivize your Sales teams
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Avoiding the Impact of Dirty Data

1. Avoiding the Impact of Dirty Data SESSION 2 Marketo Tips and Tricks Sessions 03.27.19

2. • Started in Sales, “Ending” in Marketing • Unique “view” over last 7 years • No one has this all figured out John Muehling Vice President of Client Strategy

3. Marketo Tips and Tricks Sessions 03.27.19 Data is the currency of the next generation Data Governance Committee We are all data stewards… What if we thought about things differently? 3

4. Marketo Tips and Tricks Sessions 03.27.19 The data that really matters… 4 PEOPLE ATTRIBUTION ACCOUNTS ENGAGEMENT REVENUE

5. PEOPLE DATA It’s more than demographics

6. Marketo Tips and Tricks Sessions 03.27.19 It all starts with people… We are all data stewards!! 6 Identify and lock down your POEs (Ports of Entry) Determine the minimum data set needed Determine how you will collect the data Standardize, normalize Put governance in place

7. Marketo Tips and Tricks Sessions 03.27.19 7 Marketo Tip: Sourcing Forwarded Email http://go.testcompany.com/PartneringWebinar.html?utm_source=Marketo&utm_medium=email&utm_campaign= event2016&utm_content=partnering_webinar&utm_term=30416&mkt_tok=3RkMMJWWfF9wsRonvanIZKXonjHp fsX56%2BoqXqeg38431UFwdcjKPmjr1YICTsV0aPyQAgobGp5I5FEMQ7DYW Existence of mkt_tok is indicative Use a Smart List Set only at “Lead is Created” event

8. Marketo Tips and Tricks Sessions 03.27.19 Think Globally Create a Data Management Program Schedule batches to run at night Think about the API calls to SFDC 8 Marketo Tip: Organize Data Management Campaigns

9. Marketo Tips and Tricks Sessions 03.27.19 Export field set from Marketo (Admin) Export mapping from Marketo Export fields from SFDC (Field Trip) Use sync user profile and mapping to complete 9 Data Tip: Field Inventory/Management

10. ACCOUNT DATA Paving a road to ABS / ABM / ABE

11. Marketo Tips and Tricks Sessions 03.27.19 Who are you selling to? Develop your ICP Use Account hierarchy feature Begin process of defining Account Roles Move away from conversion as a metric 11

12. Marketo Tips and Tricks Sessions 03.27.19 Salesforce Tip: Create Account “Health” Metric 12 Identify data required for a ”complete record” Create a field to track it (visual – red, yellow, green check) Use a Process or Workflow to manage Incentivize team members for maintaining record completeness

13. Marketo Tips and Tricks Sessions 03.27.19 Activating Salesforce Account Roles in Marketo 13 Start with a set of simple values Provide clear definitions for each role Activate SFDC custom object in Marketo 1 2 3

14. Marketo Tips and Tricks Sessions 03.27.19 Conversion or Revenue? Moving away from conversion? Simple rules Can easily be automated Easy evolution to Account-Based

15. ENGAGEMENT DATA Are your campaigns working?

16. Marketo Tips and Tricks Sessions 03.27.19 Every touch counts… Optimize your channels Set Acquisition Program Cookie your Database!! 16

17. Marketo Tips and Tricks Sessions 03.27.19 Channel optimization… Maintain technology lanes Set Analytics Behavior Numbered Statuses 17

18. Marketo Tips and Tricks Sessions 03.27.19 First-Touch metric relies on Acquisition Start with clean up - Historic Use source data to retroactively set Acquisition and Date Set in the ”acquiring campaign” 18 1 2

19. Marketo Tips and Tricks Sessions 03.27.19 Establishing “known” records… You’re exposed Three Methods • Marketo Form • Click link – Marketo Email • Click link – Sales Email 19

20. REVENUE DATA Closing the Reporting Loop

21. Marketo Tips and Tricks Sessions 03.27.19 Connecting the dots takes a team… Contact Roles on Opportunity Attribution Settings 21

22. Marketo Tips and Tricks Sessions 03.27.19 Implementing Contact Roles Start Simple Gamify the process / Incentivize Automation (SFDC Triggers) 22

23. Marketo Tips and Tricks Sessions 03.27.19 A shortcut to start… Advanced Report Builder Should be short-term use 23

24. Marketo Tips and Tricks Sessions 03.27.19 Analyzing a $10MM deal…what not to do 1. Primary Account + Secondary Account (subsidiary in a different vertical) 2. Contacts associated with Primary Account 3. Opportunity associated with Secondary Account 4. Contacts from primary account associated to secondary account via Contact Role 5. Contacts (initial buyer (duplicate), CEO, CIO, CFO 6. Name, email for 3, no phone, title, no activity history 7. No one was known…no visibility!! 24

25. Marketo Tips and Tricks Sessions 03.27.19 Action Items / Q&A Become an agent of change Don’t go it alone Incentivize your Sales teams 25 Change Agent

26. Thank you!

Avoiding the Impact of Dirty Data

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