Krewe Chats Week 2: Data Management

[Dory_Viscoglio]

Hey Everyone, Weeeeeee're back with the next episode of #KreweChats! This week we delve into Data Management best practices and welcome guest chatter Sydney Mulligan​ in addition to Geoff krajeski​, @Julz_James, Jennifer DiMaria​, Joe Reitz​, and Enrico deLeon​.

Check out Episode 2 here: Krewe Chats - Data Management - YouTube

In this episode we cover:

• What is data management? What are some best practices?
• What are some of the key data management components in your instance? Let's talk bounces!
• To delete, or not to delete? That is the question. Keeping records out of Marketo to avoid database bloat.
• Sending alerts for activities, as well as SLAs
• Durable Unsubscribe: "You can't screw it up". Also other unsubscribes
• Email preference centers: Are they necessary? Let's talk about it!
• Blacklists.
• Tokens! (We love tokens )
• Deduping master tip regarding lead scoring from Champion Sydney Mulligan​
• Also, don't miss each of our favorite words in our intro!

We hope you tune in for our next #KreweChat on August 12 at 3:30pm ET/12:30pm PT. Feel free to post any topics you'd like to see us cover in future chats, and thanks for tuning in!

[Joe_Reitz]

Hey Sam Watkinson​ – Serendipitously ​enough, I think this is exactly what we'll be digging into on the next chat!

[Anonymous]

Agree, for one second I was wondering what was said there. I'll work on that

[Simon_Lessard]

I'm a fan of this new show. Thanks for taking the time

[Dory_Viscoglio]

Glad to hear you enjoyed it, Simon! Our next one will be August 12th at 3:30pm ET if you want to tune in live, or we will always post the video after.

[Dory_Viscoglio]

Rachel Egan​ we do the same thing with our lists so that we always expect to see 0 leads blocked from emails. I think that's a great way to do things!

[Jenn_DiMaria2]

How does deleting leads affect ROI/reporting capabilities? Just because you're not communicating with a lead via email doesn't mean that the lead isn't engaging with materials on your website or downloading your assets. I'm curious to know how people deal with that side of reporting if they delete leads.

In my case, I sanity-checked the activity of the leads before I mass-deleted, and most had zero activity tied to their email address. I hate saying we are unique, but we have a ton of contacts with the same email addresses due to mom-n-pop shops using something like "contact@" for everyone, which unfortunately complicates things. Moving forward, it might not be a bad idea to add some type of inactivity filter to make sure they don't sneak in and are accidentally deleted.

[Jenn_DiMaria2]

Haha, or don't change a thing and keep it interesting

[Jason_Hamilton1]

Awesome work guys!

[Anonymous]

We've been using Marketo for almost a year now and our impending renewal has prompted me to learn more about data management, so this was really helpful! I have a couple questions about items you guys discussed.

• One problem you mentioned is that when you do a list import in Marketo there could be a lead that was deleted from Marketo but still exists in Salesforce — Marketo won’t recognize those leads as duplicates and will import them anyway creating a duplicate in Salesforce. Is there a way to avoid this? Should we somehow keep a list of leads deleted from Marketo to cross-reference before importing a new list into Marketo?
• I wasn't aware of the durable unsubscribe feature you mentioned when you discussed the potential problem of deleting an unsubscribed lead from Marketo only to have them start receiving emails again later if they're reimported. So just to clarify, does the durable unsubscribe functionality prevent this problem/scenario from happening? If so, does this durable unsubscribe functionality just happen automatically behind the scenes when someone unsubscribes or is there something I have to do on my end?

Thanks so much!

[Geoff_Krajeski1]

One way that I've seen your first question answered is the use of tools such as Demand Tools in SFDC for nightly deduplication on that side.

Always keep in mind that you must validate any deduplication is working as expected between SFDC & Marketo, and furthermore that the dupe is truly gone!