What do you do with lists missing email addresses?

[Matt_Stone2]

We've got an event attendee list that includes most vital information, but lacks email addresses. I'm hesitant to put this list into Marketo because of this, but I'm not sure what else to do with it. The current options I'm considering:

•   Put into Marketo anyways
•   Enrich with a paid service
•   Have a rep call down the list and only add the leads he/she is able to reach

I'm curious what others have done in this situation--thanks!

[Kim_Allen · Accepted solution]

I don't put leads without emails into Marketo, I feel it's bad data. If they look to be good leads, maybe you put them into SFDC and have reps follow-up and get email addresses so they can sync over.

[Matt_Stone2]

I thought about putting them directly into SFDC, though I had two concerns:

• Wouldn't adding them to SFDC have them sync down to Marketo once added, or at least once a rep touched them?
• We try to pre-qualify our leads prior to them hitting the CRM, so this would bypass this process

Thanks for the insight!

[Kim_Allen]

They wouldn't sync because that whole sync is around email address. When this is populated, they should sync over at that time. This is why I wouldn't put into Marketo, they wouldn't be visible to reps bc they wouldn't sync to the CRM without an email address.

As for pre-qualifying... I agree. So if you know this is a good lead list, you either put them in CRM or maybe you do divide among reps and have them call first... the only thing is I see that getting messy.

[Anonymous]

I agree. I don't put them into Marketo. Instead, I upload them to SFDC. Then I send a report to our sales managers and ask the sales team to update the leads. 

Although they aren't scored or pre-qualified, we tend to only do this for high level, obvious lead lists. For example, I tend to do this for international tradeshow lead lists. I don't do this for anything that doesn't seem like it would ever end up in the system (IE list purchases). Hope that helps!

[Matt_Stone2]

This is great advice--thanks!

One follow-up: I know I've seen some SFDC contacts sync down that have nothing but first name and last name. Maybe this is something I need to talk to support about?

[Anonymous]

That happens to me too, but when the leads are updated they sync the updates. 

Although ideally we'd love all leads to have email addresses, I haven't been able to make that happen... YET 🙂

[Michelle_Tizian]

We don't add leads to Marketo without the email address.  They live in SFDC first in lead queue until we've had a relationship with them. or once the email address is populated our data associate or list manager clicks on the sync to Marketo button, which will push the lead to Marketo for email marketing purposes.

[Matt_Stone2]

I tested the SFDC option by creating a lead without an email address, but it still synced down to Marketo without any action taken. Does anyone know why?

[Michelle_Tizian]

Yup it will still sync over which is why you have to set up rules on the SFDC side, on your Marketo sync user to hide missing emails, emails that are no longer active and whatever else record you don't want to sync over to Marketo, so those records will not be visible to the Marketo sync user.  For us we added a custom field called sync to Marketo on the contact/lead.  If this is not selected on any record it will not sync over from SFDC to Marketo.