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Marketo DMUGJune2017Topic:DataIntegritytoMaximizePipelinePerformance
Copyright2015TrendMicroInc.2
CRMCleanup
IPMigrationPlan
SmartFormsandWebhooks
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StateoftheCRM
• OutdatedContactsonAccounts:Sellersdon’tfeelownership
• Emailmetricsskewed:Lowopenratesduetopoordata,segmentation
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Contact/AccountCleanup:StateofAffairs– Oldrecordsaremuddyingthewaters
• InactiveUSEnterpriseContacts– 13,204(exclusivecountsbelow)
– MarkedasInactive:818– InvalidEmail:9,785– Emailbounce4x:2,599
• 30krecordsmarkedasInactivebyData.com– NoactivityloggedafterJanuary1,2014– Roughly12,700areEnterpriseContacts
» Overlapwithotherinactive13kisunknown
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Contact/AccountCleanup:Solution– Suggestion:PartialDelete,Partial“Hide”
• Inactiveflagto“Hide”records– InactiveContactswithactivityhistoryorcampaignspost-2014– Updatereports/viewsforSalestoincludeinactiveflag.Pushinactive
downtobottom,maybeappend“z-”atfronttopushtobottomofviews.
• Delete“empty”records– Harddeleterecordswithnoactivityorcampaigns(Jigsawimports)– Excludethosewhohaveunsubscribed,ortiedtoOpportunity
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2016Q2DataCleanup– USEnterpriseStep1:MergeDuplicateRecords
Step2:DeleteInactiveContactRecords
Step3:AdjustAccountContactViews
Step1:MergeNABUDuplicateRecords
Lead->Lead Lead->Contact Contact->Contact
Duplicateidentifier=exactEmailAddressmatch• IfanemailexistinginbothCRMrecordsandPRMrecords,takeCRM
recordsasmasterandmergePRMrecordsover.• Inthesamerecordtype,takelatestactivitydateasthemaster.• Inthesamerecordtype,takelatestmodifieddateasthemaster.• KeephighestLifecycleStatusasmaster(WON>OPP>SQL>MQL>
AQL>Prospect>Suspect)
Duplicateidentifier=exactEmailAddressmatchonSameAccount• Inthesamerecordtype,take
latestactivitydateasthemaster.
• Inthesamerecordtype,takelatestmodifieddateasthemaster.
• KeephighestLifecycleStatusasmaster
Initialdatacleanse:*LeadMergeswillbeforallCRMNA/PRMNAcontactandleadrecords*ContacttoContactMergewillbeonlyforUSCRMNARecords
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Step2:DeleteInactiveContactRecords• Batch1:LegacyEnterprisewithNoActivity
– CurrentCount:24,000Records– FilteredBy:1AND2AND3AND(4OR5)LinktoSFDCReport1. LastActivity equalsNULL2. Region equals EnterpriseWest,EnterpriseCentral,EnterpriseSouth,Enterprise
Northeast,EnterpriseWestInside,EnterpriseNortheastInside,EnterpriseSouthInside
3. ContactRecordType equals CRMNAContact4. LifecycleStatus equals Suspect,Prospect5. LifecycleStatus equalsNULL
ExcludingContacts:• TiedtoOpportunities• CreatedbyTechSupport• TiedtoCases• LeadSource=Order• RenewalContact
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Step2:DeleteInactiveContactRecords• Batch2:Active=FalseRecords
– CurrentCount:1,200Records– FilteredBy:1AND2AND3AND(4OR5)LinktoSFDCReport1. Region equals EnterpriseWest,EnterpriseCentral,EnterpriseSouth,Enterprise
Northeast,EnterpriseWestInside,EnterpriseNortheastInside,EnterpriseSouthInside
2. ContactRecordType equals CRMNAContact3. ActiveequalsFalse4. LifecycleStatus equals Suspect,Prospect5. LifecycleStatus equalsNULL
ExcludingContacts:• TiedtoOpportunities• CreatedbyTechSupport• TiedtoCases• LeadSource=Order• RenewalContact
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Step3:AdjustAccountContactLayout• Goal:MakedefaultContactlayoutonAccounts“UserFriendly”forSales– SortAlphabeticallybyFIRSTNAME– ForCRMNARecordswith“Active=False”
• Marketo toappend“ZZ-”toFirstName• BasedonAlphabeticalview,Inactiverecordspushtobottomoflist
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ProposedDataCleanupTimeline
Step1:MergeDuplicateRecordsProposedCompletion:June3Completedby:USMarketing,CorporateBATeam
Step2:DeleteInactiveContactRecordsProposedCompletion:June10Completedby:USMarketing,CorporateBATeam
Step3:AdjustAccountContactViewsProposedCompletion:JuneSFDCRelease(June9)Completedby:USBATeam
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GroupQuestions
• WhatchallengeshaveyoufacedwithyourCRM?
• Howareyouaddressingtheseissues?• Whattools/solutionshaveyoufoundtobemosthelpful?
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IPwarm-upfreezedates(approximately20-50kemailsperday)
IPramp-updays(doubleemaildropsdaily)
RegionalEDMdropplansdue
Datagovernance&“freeze”datesannounced
Datacleanuptriggersactivated
IPwarm-upcalendarfinalized
Prop
osed
Tim
eline
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IPAddressWarm-upPROPOSED DATE:December26– 30th orJanuary2– 6th
• SuspendsendsfromanyoneexceptaregionalGuru/lead
• ReviewEDMcommunicationsschedulefor eachregion forDec18throughJanuary13 (duedateDec12)
• Createcentralcalendarwithscheduleofemaildropsandestimatedcount(GoogleDocsviaSlack)
• Suspendnurtureprograms(mostlyimpactsNABU)
à QuestionsforMarketo: Howdoweekendsimpactwarm-upschedule?Canthe“IPswitch”bescheduledforacertaindate/time?
à QuestionsforTrend:Anyautomatedemailsthatwillcauseimpact?
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CommunicationPlantoRegions• FirstRoundCommunication
– Communicatethechangeandwhy– Requestupcomingemailschedule
• SecondRoundCommunication– “Freeze”datesandpermissionchanges(Jan1– Jan10)– Newdatagovernance/clean-up rules– Useofexclusionlists
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DataCleanup&GovernanceAUTOMATEDCAMPAIGNS
• BounceduetoSPAMMarketingSuspend=True
• OngoingSoftBounce4xin60days, EmailInvalid=True
• TriggerEmailAddressChangedEmailInvalid =False(SherlockRefresh)
• InactiveUsers(RegionDefined)MarketingSuspend=True
MANUAL PROGRAMS• QuarterlyInactiveDeletions
DeleteLeadsthathavenotengaged;tobedefinedandownedbyRegions
• “WaketheDead”ProgramsRe-engagementcampaignswithprovocativeCTAs(regiondefined)
• MasterExclusionListsReviewrules,ensureimplementedacrosseveryregion.
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MarketingSuspendedCampaigns
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Marketing“Un-Suspend”Campaigns
6/27/17 21
Prop
osed
Tim
eline
Confidential | Copyright 2016 Trend Micro Inc.
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IPLaunchSuccess
• Improveddeliveryratesduetoremovalofthe“garbage”• Betterabilitytoanalyzecontentacrosssegments• USdeliveryratescontinuetoaverage97%orhighersinceIPlaunch
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GroupQuestions
• AreyouonaDedicatedorSharedIP?• Ifyou’reonaDedicatedIP,howdidthemigrationgo?
• HowareyoumanagingOOObounce-backs?• Howareyoumanaging“inactive”namesinyourdatabase?
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RichFormsviaHiddenDataAppends
25GetWhiteWalkerreportnow
Hiddendatafields:
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DataWebhooks
26
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DataWebhooks – Marketo View
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AutomatedListManagement
FULLTIMEJOB!
5mediavendorsx2listsperweek,x52weeks=520lists(formediabuys
alone)
Standardizationoflists,validationofemail,
validationofcampaigncriteria
Reportingbacktomediavendorforcredits/new
leads.
Savealotoftimeandmoneywiththisstepalone!
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GroupQuestions
• Howareyouappendingmissingdataonyourrecords?
• Doyouhavespecificrulesforappendingversusoverwritingdata?
• Whattoolshaveyoufoundtobethemosthelpfulinyourappendingprojects?
