Slide deck for the Coffee MUG webinar held on March 13, 2019, featuring Elliot Lowe, Head of Marketing Technology and Marketing Operations at RingLead and Lindsay Khan, Solutions Archtect at Perkuto, presenting database cleansing tips to improve your data quality, lead scoring, and ensure junk records are not costing you extra dollars or unnecessary staff time.

1. 1
DUMPING DEAD DATA & OTHER SPRING CLEANING FOR MARKETO
While you are waiting….
Want more Marketo tips and hacks?
Check out our resource center:
Learn.Perkuto.com/Resources
UNTIL START

2. 2
While you are waiting….
Question: What year was marketing
automation software company Marketo
founded?
UNTIL START
DUMPING DEAD DATA & OTHER SPRING CLEANING FOR MARKETO

3. 3
While you are waiting….
What year was marketing automation
software company Marketo founded?
UNTIL START
Answer: Marketo was founded in 2006.
The company was acquired by Adobe in
2018.
DUMPING DEAD DATA & OTHER SPRING CLEANING FOR MARKETO

4. 4
UNTIL START
DUMPING DEAD DATA & OTHER SPRING CLEANING FOR MARKETO
While you are waiting….
Download a 41 point checklist for
auditing your Marketo instance:
Perkuto.com/Marketo-Audit

5. 5
UNTIL START
DUMPING DEAD DATA & OTHER SPRING CLEANING FOR MARKETO
While you are waiting...
Want more Marketo tips and hacks?
Check out our resource center:
Learn.Perkuto.com/Resources

6. 6
QUICK FACTS:
Perkuto’s CEO Alexandre Pelletier was Marketo customer
#163 back in 2008.
All attendees are in listen-only mode.
If you are having difficulties, please use the Q&A box located
to the right side of you screen to chat with the host.
Audio Options
Use computer speakers
or
Dial-in
USA 213-929-4221
Canada 647-497-9368
UNTIL START
DUMPING DEAD DATA & OTHER SPRING CLEANING FOR MARKETO

7. DUMPING DEAD DATA/SPRING CLEANING FOR MARKETO
MARCH 13, 2019
elliott@ringlead.com
SPEAKER:
ELLIOTT LOWE
Head of Marketing Tech and MOPS,
RingLead
lindsay@perkuto.com
SPEAKER:
LINDSAY KHAN
Solutions Architect, Perkuto
@LindsayBKhan
sarah@perkuto.com
MODERATOR:
SARAH FRAZIER
VP Marketing, Perkuto
@mrktfraz

8. HOUSEKEEPING
● Today’s presentation
○ Use your chat box to submit questions
○ Q & A time at the end
● After the presentation
○ Recording of today’s presentation
○ Auditing Your Database - 41 Point Checklist
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9. 9
Perkuto helps marketing leaders who feel frustrated with not having a bigger impact on revenue. As a Marketo Platinum
Partner, our team of experienced consultants create impactful strategies, optimize marketing operations, simplify MarTech
and execute on day-to-day campaigns. We assist marketing leaders in exceeding their goals and rising to the top.

10. 10
- Twelve premium data enrichment
providers
- Eight patented data processing tools
- 5 Products to manage and process your
marketing and sales data
- Four Salesforce AppExchange Apps
- Hosted on a secure AWS Platform
Integrations
RingLead Data Cloud
The #1 Data Ops Platform

11. 10 QUICK STEPS TO IMPROVE DATA QUALITY
IN MARKETO
SPEAKER:
ELLIOTT LOWE
Head of Marketing Tech & MOPS
RingLead
SPEAKER:
LINDSAY KHAN
Solutions Architect
Perkuto

12. 12

13. 13

14. 1. NO EMAIL ADDRESS
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15. 15
2. INVALID EMAIL ADDRESS

16. AUDITING YOUR MARKETO INSTANCE
● In some cases, you may want to delete records from the database
● Considerations to make
○ Invalid email addresses
○ Unsubscribed records
○ Identify records with repeat email suspensions
○ Inactive/stale records
○ Deletion from Marketo and CRM
16

17. 3. NEGATIVE EMAIL VERIFICATION
17

18. 3. NEGATIVE EMAIL VERIFICATION, CONT.
18

19. 4. NO LONGER AT COMPANY
19

20. 5. UNSUBSCRIBED
20

21. 5. UNSUBSCRIBED - RESUBSCRIBE
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22. 5. UNSUBSCRIBED - RESUBSCRIBE
22

23. 6. MULTIPLE SPAM BOUNCES – SET COUNT
23

24. 6. MULTIPLE SPAM BOUNCES – SET COUNT, CONT.
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25. 6. MULTIPLE SPAM BOUNCES – RESET
25

26. 6. MULTIPLE SPAM BOUNCES – RESET COUNT
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27. 6. MULTIPLE SPAM BOUNCES – MKTG SUSPEND
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29. 29

30. 30

31. 31
6. MULTIPLE SPAM BOUNCES – EMAIL INVALID

32. 6. MULTIPLE SPAM BOUNCES – EMAIL INVALID
32

33. 7. OLD, UNENGAGED
33

34. 8. BEHAVIORAL SCORE < 0
● Score decremented due to inactivity each day/week/month
● Re-engagement may never increase the behavioral score
high enough to trigger appropriate smart campaigns /
actions
34

35. 35

36. ● Marketo doesn’t track website visits after 90 days
36
9. NO WEB PAGE VISITS

37. 9. NO WEB PAGE VISITS
37

38. 9. NO WEB PAGE VISITS
38

39. 10. MERGE DUPLICATES
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40. CONFLICT RULES
40

41. AUDITING YOUR INSTANCE - MERGING RECORDS
● Cleaning up duplicates
● Considerations to make when merging records
○ Presence of a complex primary key
○ Field values to maintain
○ Conflict rules
○ Compliance fields
○ Smart campaign edits
○ CRM limitations
41

42. AUDITING YOUR INSTANCE - BACKFILLING
● Filling in the gaps when missing data
● Considerations to make when backfilling
○ Leverage data enrichment tools
○ Review intake methods - forms and list imports
○ Assigning acquisition information
○ Running batches during non-peak times
42

43. AUDITING YOUR INSTANCE - DATA NORMALIZATION
● Normalizing field values
● Considerations to make when normalizing field values
○ Review all values for key fields
○ Decide on standard values for key fields
○ Review intake methods - list import template and forms
○ Create and maintain normalization campaigns
○ Running batches during non-peak times
43

44. AUDITING YOUR INSTANCE - FIELD INVENTORY
● Data dictionary and field inventory
○ Document all of your fields, the object they are on, the field type, CRM name (if
mapped)
○ Determine which fields need to sync
■ Sync only what is necessary
○ Determine which fields require blocking rules
■ Evaluate the different sources
○ Determine which fields are in use, which ones can be hidden
■ Look at assets using the field, and whether or not records in the system have a
value in the field.
44

45. CLOSING - 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
45

46. @ success@perkuto.com
w perkuto.com
fb.com/perkuto
twitter.com/perkuto
QUESTIONS?
SPEAKER:
ELLIOTT LOWE
Head of Marketing Tech & MOPS
RingLead
SPEAKER:
LINDSAY KHAN
Solutions Architect, Perkuto
MODERATOR:
SARAH FRAZIER
VP Marketing, Perkuto

47. @ success@perkuto.com
w perkuto.com
fb.com/perkuto
twitter.com/perkuto
Thank you!
LINDSAY KHAN
Solutions Architect
Perkuto
lindsay@perkuto.com
ELLIOTT LOWE
Head of Marketing Tech & MOPS
RingLead
elliott@ringlead.com