deduping how to clean up your lead database

WEALTHENGINE.COM | [email protected] | 800.933.4446

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


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


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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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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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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