Please move this discussion to Products as it is Marketo-specific.
The implications in terms of the process of importing people into Marketo? Or are you referring to the implication of importing purchased lists of data into Marketo?
Marisa Mallon - In terms of the process, it can have various implications - e.g. if you have a triggered campaign reacting to new leads created, it will process your leads, or if you have some of the leads already present in Marketo, it will overwrite the data on the records(leads/persons) if the data is different.
I am referring to importing a CVS file of leads into Marketo. Is there any implications to importing versus letting Marketo recognize leads organically?
After uploading individuals into Marketo, how can we track the unique activities for all channels?
In your example, if we have leads in Marketo and upload the same lead via CSV, will the leads in Marketo be replaced by the new version?
They won't be replaced, but will be updated with the new data. If you import a same lead which already exists in Marketo, it will be merged. Could you elaborate Marketo recognizing leads organically?
For tracking unique activities, you may want to use interesting moments, or use a Multi Touch Attribution Setup
Hope this helps!
I hate uploading leads. We do it all the time with tradeshow and content syndication leads, but you have to be soooo careful. The person doing it has to follow a checklist and be very detail-oriented. You absolutely have to to double-check that you're matching the proper CSV fields to Marketo fields.
Other considerations: You need to make sure that all the required fields are there (both for SFDC sync and whatever your other field needs are), especially Lead Source. You need to make sure all the field values are normalized (whereas if they were filling out a form, you could restrict field values to a picklist). You have to make sure the field values match the field requirements (i.e. email addresses are properly formatted—if they were coming in via form, the form would catch that).
It gets even more complicated when you're doing this for countries around the globe. If any of the cells contain special characters, you need to ensure the list is exported as a unicode-text file (and imported as a tab-delimited file). To address normalized fields, we have a common template that we use for all campaign responses made offline (like event attendees) where those fields all include proper data validation/lookup to normalized values. We also include, in a tab, a data dictionary that shows which fields map to which Marketo fields during the import process.
I think what's been most frustrating for us recently are the Marketo database issues that we've been experiencing. For example, when you import a list of members into a program and then execute a smart campaign against those leads, oftentimes the Marketo issues are preventing all qualified leads from running through those smart campaigns. This is what I'm referring to:
Do you have any best-practice document to share that shows how to set up a CSV so the data gets mapped to the appropriate fields? I am looking to set up a template for uploading and could use some guidance.
I don't have a template CSV for upload because I start with a different type of source doc every time. However, I follow a checklist every single time I do a list upload--example below. You might find it helpful to rename your spreadsheet fields to match your Marketo field names, so Marketo picks up the correct fields to match automatically. I also double/triple check the matches before upload.