There’s a lot of buzz about the orchestrated experience, but what exactly is DATA orchestration and, how can it improve your data routing? In this session, we will discuss how to ensure the best data gets into your system, for the best results. Top Tips include: - How to optimize Salesforce and Marketo processes to reduce duplicates and normalize data - Why data quality is critical to your marketing technology ecosystem - Tricks for creating Marketo Programs that get your data clean - How to create Sales & Marketing Segments (Job Role, Territory, etc.) to improve nurture programs

1. Data Management
10 Steps to Improve
Marketo Data Quality
November 9, 2021 4:00 PM ET
Elliott Lowe | Director of Marketing Operations, ZoomInfo
Jeff Coveney| CMO, Digital Pi

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HOUSEKEEPING
Technical Support
• Visit support.zoom.us
Slides & Recording
• This session is being recorded
• On-demand video and slides will be shared via email
with all registrants
Feedback & Survey
• Use the session chat to provide feedback and engage
with other attendees
• Tell us how we did in the post-session survey that will
pop up after the session
Questions & Chat
• Submit questions at any time via the Q&A panel
• Join in! Chat with attendees live using the chat
feature at the bottom of your Zoom screen
• Keep the conversation going on Twitter using
#MarketoTopTips

4. Elliott Lowe
3x Marketo Champion, Marketing Operations and Demand Gen
Professional, Data Quality Advocate
Elliott Lowe specializes in building solid marketing and sales operations
foundations at rapidly growing companies. Elliott is the Director of
Marketing Operations at ZoomInfo where he leads an international team
supporting campaign and data operations. Previously at RingLead, a
ZoomInfo Company, as head of Marketing Technology Operations he
designed data management solutions and worked with enterprise
customers to design data quality processes. Prior to that at CA
Technologies (acquired by Broadcom), Elliott led their Account Based
Marketing programs. Elliott is an Eloqua and Salesforce power user as well
as a Marketo Certified Expert, 3x Marketo Champion and speaker at
Marketo Summits and user groups.

5. About ZoomInfo
Strategy
People &
Organization
Processes,
Workflows &
Orchestration
Enablement,
Content, &
Messaging
Programs,
Campaigns,
& Plays
Engagement &
Execution
FRAMEWORK
CRM
Data
Management
Software
TECHNOLOGY STACK
BUSINESS INTELLIGENCE
Measurement
& Analytics
Software
Engagement
Software
Workflow
Software
Strategy Companies Attributes Parent/ Subs.
Relationships
Location
Mapping
Live Org
Charts
Alerts News &
Events
Technology
Intelligence
Intent Funding
Intelligence
Step 1
Step 2
Step 3

6. 1. No Email Address

7. 2. Invalid Email Address

8. 3. Negative Email Verification

9. 3. Negative Email Verification

10. 4. No Longer at Company

11. 5. Unsubscribed

12. 5. Unsubscribed - Re-subscribe

13. 5. Unsubscribed - Re-subscribe

14. 6. Multiple Spam Bounces – Set Count

15. 6. Multiple Spam Bounces – Set Count

16. 6. Multiple Spam Bounces – Reset Count

17. 6. Multiple Spam Bounces – Reset Count

18. 6. Multiple Spam Bounces – Reset Count

19. 6. Multiple Spam Bounces – Mktg Suspend

20. 6. Multiple Spam Bounces – Mktg Suspend

21. 6. Multiple Spam Bounces – Email Invalid

22. 6. Multiple Spam Bounces – Email Invalid

23. 7. Old, Unengaged

24. 8. Negative Behavioral Scores
● Score decremented due to inactivity each day/week/month without a check to
see if it will decrement below 0
● Merges can potentially cause this as well
● Re-engagement may never increase the behavioral score high enough to trigger
appropriate smart campaigns / actions

25. 8. Negative Behavioral Scores

26. 9. Preserve Web Page Visit Activity
● Marketo doesn’t retain website visits older than 90 days

27. 9. Preserve Web Page Visit Activity

28. 9. Preserve Web Page Visit Activity

29. 10. Merge Duplicates

30. Next Steps – Comprehensive Audit
● Administration (users and roles, alert emails, backup)
● Database / CRM Sync (data dictionary, normalization, sync architecture,
performance, errors)
● Data Capture (forms, list import, manual entry, sales emails)
● Data Analysis (target accounts, personas, Lead to Account matches, critical field data
completeness and accuracy, emailable / engaged persons)
● Data Maintenance (enhancement, duplicates, auto-replies, deletion)
● Email Communications (strategy, segmentation, deliverability, regulatory
compliance)
● Source Attribution (munchkin, query parameters, cookies,
programs/channels/status)
● Lead Scoring (firmographic and behavioral indicators, 2-dimensional ranking,
predictive)
● Revenue Cycle Model (stages, transitions, smart campaigns, reporting)
● Sales Information (Sales Insight, Interesting Moments, sales alerts)

31. The Results
● Improved maintainability and scalability
● Improved processing speed
● Improved SFDC sync performance
● Improved data quality
● Improved performance reporting
● Improved email deliverability
● Compliance with regulatory frameworks such as CAN SPAM, CASL, GDPR
● Improved communications effectiveness
● Reduced marketing automation subscription tier
● Improved sales enablement and alignment with marketing

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Questions?

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Keep the conversation going!
Hello@digitalpi.com