List imports are scary stuff.
There are a lot of things that can go wrong with pushing a file of leads into your database. Duplicates. Overwritten values. Bad data. List imports open you up to a lot of risk to your Marketo database all at once.
But you can set up a line of defense for your more sensitive fields using what I call “proxy fields”, which help you intelligently manage how data is overwritten.
List imports are a daily task for us, and so we’ve gotten pretty strict on the data requirements for new leads, particularly with the lead status field. When we upload, we need to be able to distinguish between suspects/inquiries and truly qualified leads.
We block field updates for the lead status field, meaning it only accepts the first value from a list import, and won’t be changed by future imports. This helps us ensure a lead that’s already an MQL cannot move backwards and become a suspect from a later list import.
This is handy, but field blocking is a double edged sword. Suppose a lead was originally imported as a suspect, but is now on an import list where we’ve marked them as an MQL. In that case, we actually want them to become an MQL, but since that field blocking is in place, that lead’s status won’t be changed, and we’d be forced to fix it manually.
To work around this, we created a proxy field, called “Import Lead Status.” It replaces the standard lead status field on our import lists, and more intelligently manages the data, making sure leads can move forward in status, but not backwards.
Here’s how to set it up in about 10 minutes:
The nice thing about this process is it’s invisible to your other Marketo users. We have a standard import template that we require for any list uploads, and I have “lead status” and variations of it mapped to this proxy field as a safeguard, so to anyone importing lists, this is no different to how they managed the process before. Since implementing this process, it’s had a big impact on efficiency and accuracy for us.
Obviously this is just one example of a proxy field – you could do something similar for geographic fields, company names, phone numbers, and much more. If you’re doing something similar, I’d love to hear about it!
This post originally appeared on www.jeffrshearer.com
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