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Marketo DMUGJune2017Topic:DataIntegritytoMaximizePipelinePerformance

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CRMCleanup

IPMigrationPlan

SmartFormsandWebhooks

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StateoftheCRM

• OutdatedContactsonAccounts:Sellersdon’tfeelownership

• Emailmetricsskewed:Lowopenratesduetopoordata,segmentation

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Contact/AccountCleanup:StateofAffairs– Oldrecordsaremuddyingthewaters

• InactiveUSEnterpriseContacts– 13,204(exclusivecountsbelow)

– MarkedasInactive:818– InvalidEmail:9,785– Emailbounce4x:2,599

• 30krecordsmarkedasInactivebyData.com– NoactivityloggedafterJanuary1,2014– Roughly12,700areEnterpriseContacts

» Overlapwithotherinactive13kisunknown

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Contact/AccountCleanup:Solution– Suggestion:PartialDelete,Partial“Hide”

• Inactiveflagto“Hide”records– InactiveContactswithactivityhistoryorcampaignspost-2014– Updatereports/viewsforSalestoincludeinactiveflag.Pushinactive

downtobottom,maybeappend“z-”atfronttopushtobottomofviews.

• Delete“empty”records– Harddeleterecordswithnoactivityorcampaigns(Jigsawimports)– Excludethosewhohaveunsubscribed,ortiedtoOpportunity

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2016Q2DataCleanup– USEnterpriseStep1:MergeDuplicateRecords

Step2:DeleteInactiveContactRecords

Step3:AdjustAccountContactViews

Step1:MergeNABUDuplicateRecords

Lead->Lead Lead->Contact Contact->Contact

Duplicateidentifier=exactEmailAddressmatch• IfanemailexistinginbothCRMrecordsandPRMrecords,takeCRM

recordsasmasterandmergePRMrecordsover.• Inthesamerecordtype,takelatestactivitydateasthemaster.• Inthesamerecordtype,takelatestmodifieddateasthemaster.• KeephighestLifecycleStatusasmaster(WON>OPP>SQL>MQL>

AQL>Prospect>Suspect)

Duplicateidentifier=exactEmailAddressmatchonSameAccount• Inthesamerecordtype,take

latestactivitydateasthemaster.

• Inthesamerecordtype,takelatestmodifieddateasthemaster.

• KeephighestLifecycleStatusasmaster

Initialdatacleanse:*LeadMergeswillbeforallCRMNA/PRMNAcontactandleadrecords*ContacttoContactMergewillbeonlyforUSCRMNARecords

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Step2:DeleteInactiveContactRecords• Batch1:LegacyEnterprisewithNoActivity

– CurrentCount:24,000Records– FilteredBy:1AND2AND3AND(4OR5)LinktoSFDCReport1. LastActivity equalsNULL2. Region equals EnterpriseWest,EnterpriseCentral,EnterpriseSouth,Enterprise

Northeast,EnterpriseWestInside,EnterpriseNortheastInside,EnterpriseSouthInside

3. ContactRecordType equals CRMNAContact4. LifecycleStatus equals Suspect,Prospect5. LifecycleStatus equalsNULL

ExcludingContacts:• TiedtoOpportunities• CreatedbyTechSupport• TiedtoCases• LeadSource=Order• RenewalContact

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Step2:DeleteInactiveContactRecords• Batch2:Active=FalseRecords

– CurrentCount:1,200Records– FilteredBy:1AND2AND3AND(4OR5)LinktoSFDCReport1. Region equals EnterpriseWest,EnterpriseCentral,EnterpriseSouth,Enterprise

Northeast,EnterpriseWestInside,EnterpriseNortheastInside,EnterpriseSouthInside

2. ContactRecordType equals CRMNAContact3. ActiveequalsFalse4. LifecycleStatus equals Suspect,Prospect5. LifecycleStatus equalsNULL

ExcludingContacts:• TiedtoOpportunities• CreatedbyTechSupport• TiedtoCases• LeadSource=Order• RenewalContact

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Step3:AdjustAccountContactLayout• Goal:MakedefaultContactlayoutonAccounts“UserFriendly”forSales– SortAlphabeticallybyFIRSTNAME– ForCRMNARecordswith“Active=False”

• Marketo toappend“ZZ-”toFirstName• BasedonAlphabeticalview,Inactiverecordspushtobottomoflist

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ProposedDataCleanupTimeline

Step1:MergeDuplicateRecordsProposedCompletion:June3Completedby:USMarketing,CorporateBATeam

Step2:DeleteInactiveContactRecordsProposedCompletion:June10Completedby:USMarketing,CorporateBATeam

Step3:AdjustAccountContactViewsProposedCompletion:JuneSFDCRelease(June9)Completedby:USBATeam

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GroupQuestions

• WhatchallengeshaveyoufacedwithyourCRM?

• Howareyouaddressingtheseissues?• Whattools/solutionshaveyoufoundtobemosthelpful?

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IPwarm-upfreezedates(approximately20-50kemailsperday)

IPramp-updays(doubleemaildropsdaily)

RegionalEDMdropplansdue

Datagovernance&“freeze”datesannounced

Datacleanuptriggersactivated

IPwarm-upcalendarfinalized

Prop

osed

Tim

eline

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IPAddressWarm-upPROPOSED DATE:December26– 30th orJanuary2– 6th

• SuspendsendsfromanyoneexceptaregionalGuru/lead

• ReviewEDMcommunicationsschedulefor eachregion forDec18throughJanuary13 (duedateDec12)

• Createcentralcalendarwithscheduleofemaildropsandestimatedcount(GoogleDocsviaSlack)

• Suspendnurtureprograms(mostlyimpactsNABU)

à QuestionsforMarketo: Howdoweekendsimpactwarm-upschedule?Canthe“IPswitch”bescheduledforacertaindate/time?

à QuestionsforTrend:Anyautomatedemailsthatwillcauseimpact?

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CommunicationPlantoRegions• FirstRoundCommunication

– Communicatethechangeandwhy– Requestupcomingemailschedule

• SecondRoundCommunication– “Freeze”datesandpermissionchanges(Jan1– Jan10)– Newdatagovernance/clean-up rules– Useofexclusionlists

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DataCleanup&GovernanceAUTOMATEDCAMPAIGNS

• BounceduetoSPAMMarketingSuspend=True

• OngoingSoftBounce4xin60days, EmailInvalid=True

• TriggerEmailAddressChangedEmailInvalid =False(SherlockRefresh)

• InactiveUsers(RegionDefined)MarketingSuspend=True

MANUAL PROGRAMS• QuarterlyInactiveDeletions

DeleteLeadsthathavenotengaged;tobedefinedandownedbyRegions

• “WaketheDead”ProgramsRe-engagementcampaignswithprovocativeCTAs(regiondefined)

• MasterExclusionListsReviewrules,ensureimplementedacrosseveryregion.

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MarketingSuspendedCampaigns

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Marketing“Un-Suspend”Campaigns

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Prop

osed

Tim

eline

Confidential | Copyright 2016 Trend Micro Inc.

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IPLaunchSuccess

• Improveddeliveryratesduetoremovalofthe“garbage”• Betterabilitytoanalyzecontentacrosssegments• USdeliveryratescontinuetoaverage97%orhighersinceIPlaunch

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GroupQuestions

• AreyouonaDedicatedorSharedIP?• Ifyou’reonaDedicatedIP,howdidthemigrationgo?

• HowareyoumanagingOOObounce-backs?• Howareyoumanaging“inactive”namesinyourdatabase?

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RichFormsviaHiddenDataAppends

25GetWhiteWalkerreportnow

Hiddendatafields:

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DataWebhooks

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DataWebhooks – Marketo View

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AutomatedListManagement

FULLTIMEJOB!

5mediavendorsx2listsperweek,x52weeks=520lists(formediabuys

alone)

Standardizationoflists,validationofemail,

validationofcampaigncriteria

Reportingbacktomediavendorforcredits/new

leads.

Savealotoftimeandmoneywiththisstepalone!

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GroupQuestions

• Howareyouappendingmissingdataonyourrecords?

• Doyouhavespecificrulesforappendingversusoverwritingdata?

• Whattoolshaveyoufoundtobethemosthelpfulinyourappendingprojects?