This session was dedicated to Data Quality & Marketo. Sylvain guides us through the main campaigns implemented at Merlin/Leonard, to fight this eternal plague.
If you still have doubts about dealing with this hydra, this article should convince you.
Data Quality Marketo at the form level
Protection of Marketo forms against generic emails
You can decide to only accept emails with a professional domain with a little magic (and scripting) in the Marketo forms.
Protection of forms against bogus phone numbers
Similarly, it is possible to prevent a person from entering a phone number such as “0102030405”, or any other suspicious string of characters.
Convenient so that your competitors don’t download all your content, or sign up for your events. They are recognized and managed in a particular way. It’s up to you to define it 😉
Data Quality Marketo at the campaign level
It is possible to automatically deduce the civility of a person, who has just entered a form, from his first name. This works well for 75% of “safe” first names (not like Dominique)
Likewise, we can deduce for example the decisional character of a person from his “job title”, or his department.
So much data that we don’t have to ask the visitor or the CRM user.
Eternal subject, the bad values in the lists of values. Quite often, the same “bad” values come up. Identify them as soon as they are entered inMarketo and replace them with the right value.
This type of campaign is valid for any field with “stopped” data for which the acceptable values are in a fixed list.
Data Quality Marketo at the level of data enrichment
Professional / personal email management with CaptainVerify
This is a multi-step system that we have at Merlin/Leonard. When a person enters a form, we call CaptainVerify to get information on the validity of the email entered (invalid / email trap / personal email / generic email…) then we historicize this email in a Personal Email field if it falls in this case. The next step below, allows to get the pro email.
Enrichment with Dropcontact.io
For some interesting contacts (hot, or attached to certain campaigns), a call to Dropcontact.io will enrich the contact + account form with a lot of data.
The idea is once again to avoid asking the visitor for information that can be collected elsewhere.
Data Quality Marketo at the database level
Deleting contacts in Marketo and Salesforce
We have a campaign running to detect deletions of people in Salesforce and replicate them in Marketo so we don’t have inconsistencies.
Deduplication with Cloudingo
Cloudingo can detect similar contacts or accounts up to a certain threshold and automate the merging of these contacts or accounts. No more duplicate detection and manual deduplication!
Import of contacts in Marketo or Salesforce
I show you the best practices of list imports in Marketo or Salesforce.
Marketo Office Hours
Every Friday morning, Sylvain opens the microphone to welcome the French Marketo community and answer their questions.
Want to participate in Marketo Office Hours? Register now below and let’s share best practices with the French Marketo community!