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A merge service like Marketo's or Ringlead can certainly help normalize data values.
There is no way to do this in Marketo out of the box.
Easy merge is a paid service from Marketo. Last time I heard it was $2500.00. How many Fields and leads are you looking to update? I personaly would export the leads and fields that you are looking to update to excel and use the function PROPER and then reimport them to Marketo. It might take some time but this way you could save some money. What that function does is capitalize the first letter in words. See example below.
First Name Last name Comment First Name PROPER Last Name PROPER Comment PROPER ERIC ROSENBERG ERIC IS AWESOME Eric Rosenberg Eric Is Awesome
I also thought of Eric's idea -- export, Excel, PROPER function on the names, reimport.
I suppose it depends on your list size if this would be an issue.
I think you could do in 30-45 minutes, and would be worth $2,5000 to me :)
Another option: search in this thread (https://community.marketo.com/MarketoDiscussionDetail?id=90650000000Q13EAAS) for the answer about Regex Replace beta feature. You would need to get this enabled by support. But if you know a bit of Regex you could in theory run it on your whole list and convert any UPPER case names to Proper case right in Marketo.
Test it in on a few names first to make sure.
It would be so great if it automatically happened :)
it does not happen often enough for us to justify spending 2,500 so i will continue to adjust manually and i might give the excel option a go.
Thanks for all the advise.
If you used the reg ex feature you could easily make it into a trigger campaign that processed all leads as they are created and cleaned up the name case. Only watch out would be to add exclusions for people with two letter first names (JP, AJ, etc). Would need to be tested.
Just to clarify: Marketo's EasyMerge records will merge records but it won't do any data cleanup beyond merges.
One other option: using email scripting, you can change the case of a field within an outbound email. Though this won't change the value stored with the lead itself, you can make it friendlier than "Dear UPPER mclowerton...".
But as I noted in a similar thread a little while back, don't assume you are getting a lead's name "right" by blindly changing the case. You have to be culturally sensitive. Cultures take their nobiliary particles rightfully seriously, for example. I think a temporary, undo-able change like using email scripting is actually safest. You could even have a field "do not change spelling" when you get secondary confirmation of spelling from an inbound email or other contact.