Marketo Engage List Imports: A Practical Guide

[annieramirez1]

 

Overview of the List Import Process

There are 4 key steps when importing a list into Marketo Engage:

1. Prep your list/scrub the data outside of Marketo 
2. Prep work within Marketo
3. Import the list 
4. Validate and QA

Step 1: Prep List & Scrub Data

• Move your data into an evergreen list import Excel template for all imports that should be created by your admin.
• Admins: Include required and optional fields as columns, matching Marketo field names for easy mapping with...
  • Mandatory fields (e.g., Email) should be clearly highlighted - lists cannot be imported without these values! 
  • Exclude unsubscribe-related fields; ensure field updates are blocked on Trusted/Untrusted List Imports.
  • Each column = one field; align with your data dictionary.
  • Use dropdowns/picklists within the excel for consistency and ease of use to the end user (e.g., Boolean fields with “TRUE”/“FALSE” only
• Delete records without email addresses.
• Remove duplicates on your list: 
• Filter by email
• Highlight duplicate cells
• Use conditional formatting to confirm removal
• Ensure email addresses use ASCII characters only (no emojis).
• Export the list as a CSV file 

Key takeaway: Data should be clean and complete before entering Marketo following a consistent format governed by Marketo admins

Step 2: Marketo Engage Prep

• Use the correct workspace that your data should go into if you have multiple and Marketo program for accurate reporting.
• Choose the import location based on:
• Acquisition method
• Brand affiliation
• Marketing vs. operational use
• Avoid giving email programs acquisition credit. 
• Instead, use an operational default program for catch-all cases.

💡 Key takeaway: Always associate list imports with an attribution program—but choose wisely.

Step 3: Import into Marketo Engage

• Import via:
• Program’s “Members” tab (assigns same status to all)
• Static list within the program (recommended for flexibility for different program statuses - import one status per one static list for separate tracking)
• Select "Trusted" or "Untrusted" import type 
• Double-check the following are as expected:
• Field mappings 
• Fields marked as “IGNORE” 
• Fields with updates blocked (check “Notes” column)
• Select the Acquisition Program
• Set up an alert to your email confirm import completion
• Review the CSV error report (If any errors occurred and record(s) failed to import, Marketo will show a notification box with a link to download the error report.)
• Fix errors using the last column of the report, which indicates the issue
• Re-import failed records (existing data won’t be overwritten)
  
  

Step 4: Validate & QA

• You’ll receive an email alert when the import is complete.
• Confirm the record count matches expectations.
• Review the CSV error report:
• Fix issues in your Excel template
• Export a new CSV
• Re-import into the same static list