Data is a very important part of any marketing, and having clean data is priceless. Top marketers understood the importance of cleaning worthless leads from Marketo. More so, many benefits come with cleaning Marketo including:
- Flush out low quality leads who are not likely to interact with your organization, let alone buying your product.
- Your organization reputation will increase by paying attention only to targeted leads within your target market.
- Increase your marketing automation ROI by reducing the amount you spend on the size of your Marketo’s instance.
Here are 5 steps to get a healthier database
#1 – Build a list of Inactive Leads
Inactive leads are those that are not responding to your marketing strategies, so it is pertinent to make a list of them for cleaning. Fortunately, making a list of inactive leads is very easy using the inactivity filters in smart lists. Whenever you are ready to remove inactive leads use a combination of all the following filters:
- Leads that did not have any activity history, or activity history in the last X amount of months.
- Did not visit any web pages, clicked on links, filled out forms or even opened an email.
- Any leads that has unsubscribed
- Any leads that has bounced.
To figure out what period of activity to use, analyze your data to see what makes sense to your business. If your sales cycle takes a year you may want to set it to 2 years of inactivity but if your business has a sales cycle of a few months you may want to use 6 months.
#2 – Build a list of bogus leads
If you have bogus leads in your system they are adding to your total lead counts.The email addresses that are marked as invalid don’t exist and/or are not deliverable, so there’s no reason to keep these leads. Check the email address and see if there is an error that can be corrected through punctuation (that is, the comma at the end of the address or two email addresses in the field). Also search for email address that contain “test”, “xyz”, “xxx” and other bogus type of characters. Check to make sure they are in fact bogus.
#3 – Calculate Data Completeness
A simple way to make sure your leads are of good quality is to see their data completeness. You can create a new field which calculates what percentage of important fields are blank and provides you with data completeness score. This can help you when scoring leads as you cannot score leads which are missing critical information such as title or industry.
#4 – Review the Sources of your Bad Leads
Analyze where bad leads came from prior to cleaning them up. Discover low quality resources with a simple, performance-lead report, grouped by your Source or Lead Source Detail field. Identify sources which do not have high data completeness score, those with lots of invalid contacts and those contacts which are inactive.
#5 – Normalize Fields
Analyze which fields can be standardized such as title, industry, annual revenue ranges, employee ranges and so on… Establish new processes that will automatically normalize fields and clean up historical fields.
#6 – Establish Data Governance
Now that you have analyzed the source of bad data quality, you can identify steps and processes that can improve it going forward. For example, excluding certain source in the future, adding jobs to normalize fields and ensuring only certain people have admin access.
#7 – De-dupe Marketo Leads
Finally, when all processes are in place, all data is normalized you are ready to identify duplicate leads and de-dupe your Marketo.
If you are looking for a Marketo data cleaning company, look no further! StrategicDB offers Marketo data cleaning services, contact us here.