Building a data hygiene strategy for Marketo Engage and CRM Sync

Transcript

Welcome everyone. As Amy mentioned that I’m a Qualcomm Senior Marketing Operation Manager. My responsibility is, I can say purely Marketo. Like anything related to Marketo, it’s come to my place. I’ve been using Marketo over 10 years now. Two times Marketo champion, community advisor.

I started taking the certification after I started using Marketo like two, three years later and since then I’ve been taking all the certification. It’s coming out and I’m also a co-lead San Antonio Marketo User Group leader. And today we are going to talk about data. And if you guys like to dealing with the data, you know that data is a very large topic. There is no way we can talk everything related to data in just like the 30-45 minutes webinar. We need to have a couple of webinars probably. So today we’re just going to look for the very specific perspective of the data hygiene strategies and the impact of the data hygiene strategies with CRM sync. So before we move to further the webinar, I would like to ask a poll question for you guys. Which CRM platform are you currently using? And Amy, if you can bring up the question, that will be great. Thank you. And awesome. I see the answers coming.

Mainly I can say Salesforce user and some Microsoft Dynamic and a little bit HubSpot.

Great. So the reason that I’m asking this question is I’ve been using Salesforce for a long time. And when we are talking about the CRM sync, we can look for the Salesforce CRM sync perspective. However, data hygiene is very foundational. And then the CRM sync, regardless of which CRM you are using, is pretty similar. You can see the similar behavior. So anything in this webinar, hopefully it’s going to be helpful regardless of which CRM you are using.

Okay. We can continue with our slides. Thank you, Amy.

Why clean data matters. Before we start, I want to take a step back and talk about the whole lead journey. The reason that we want to talk about lead journey, because as you know, in Marketo, everything comes as a lead. All the fields collected on the lead level, the activities collected as a lead level. So the lead is pretty crucial for us. And when you’re looking for the lead conversion, lead funnel, you can see the leads. We started with a bunch of leads and then during the conversion, we start losing them. A lot of time, there is like the lead doesn’t really don’t like your product. Or another thing it’s affected is actually the data hygiene. Why I’m saying this one? Because in Qualcomm, we realizing that we were holding some of the MQAs in Marketo couldn’t able to sync to CRM, our sales force, just because they didn’t either go to the data hygiene process or the data hygiene process wasn’t working for us. So thinking about it like the backward, if we weren’t holding everyone who hand raiser, we potentially increase the closing the deals because we are going to send everyone pretty much like the like qualify as they lead the CRM. Because of that data issues, we were holding some and eventually affected closing the deals.

So if you are going to look for summarizing why clean data matters, we talked about not holding to records and sending all of them to the sales force. There is one thing that definitely impacted to revenue or like closing the deals. Another thing is marketing and sales working very closely and marketing operation is a very in the bridge between marketing and sales. So our main stakeholder, I always say that either like sales operations, CRM, like the administrator, like, again, that relationship is very important. But when you start to like to send in to incomplete data or like the bad data, you can start to hearing a lot of complaint from the sales or sales operation. But when you change that like view and have the like the clean data, you can start to building a great relationship, not only the great relationship, you can eventually bring to success. And impact of poor data hygiene is definitely like the impact of missing opportunities and customer experiences. If you were holding your data in market for a long time and all of a sudden, because you fixed all the data issues and sending to sales, maybe someone fill out the form five months ago and the sales just recently see them. So that is not only good experiences for the sales person, but it may going to affect your relation with your customers as well. And also, poor data definitely impacted the sales force. And you’re going to start to seeing more like to not able to sync records. You’re going to start to seeing more errors. But when you start sending, when you start to working for your data hygiene and have a great process, you are eliminating those same error and forget about all the technical needs when you are like to overcome with all these issues. You are really started to shine as a marketing corporation and sales in your corporation.

Okay, let’s look at what are the common data hygiene challenges. This might going to be change corporation to corporation, but I work from small size company enterprise level companies and do some consulting work. So I see so many different environment with different timeline, with the different people and different industries, but I usually see the similar challenges with any market or instances. One of them is a duplicate record issues.

Duplicate record issues not only causing confusion, but also decrease operational efficiencies in data management. It might be easy to fix. It’s just time consuming. That’s why I always feel like the companies put duplicate management issues in a kind of a backlog. However, it’s really important to look like how we can overcome it duplicate issues. Incomplete inconsistent data sync error between the system. It’s really work hand to hand. So the data could be incomplete, which causing the error or like incomplete data when you send it incomplete data, even not causing the sync error might going to be affected to certain other process in your sales force or CRM instances or inconsistent data, which is maybe you have the complete data, but wrong value. So that is the similar challenges. Like think about it. You are sending someone instead of the United States, some other countries. So it might be happen. And then all of a sudden, you’ll try to like to reach out with the different sales region. And then again, this incomplete data inconsistent data most likely create a sync between sync error between marketer and Salesforce. And then lack of standard standardized processes. So if you don’t have this standard process in market or other system, if you’re not using the similar data, you still gonna see the same issues either you’re gonna take so long time to get over the like to your record the Salesforce or you’re gonna start to seeing to sync issues. Okay, we talked about a little bit about like, what’s the importance of about like the data hygiene and then some of the common data challenges. I want to touch base with building the data hygiene strategies. However, before we move, I also want to bring up the another poll question. Amy, if you can have great. How familiar are you building the data hygiene process in market or engage? Awesome. We have pretty diverse group here and many, I can say probably like the 40% is not familiar and then very familiar and somewhat familiar.

This is great. This is great because it does not matter how familiar or not like very familiar. I always say that in marketer you can do different way like every not everything you can do the same way how we are like discussing here. But I really do hope that you can get some key takeaways from this presentation even though you’re familiar and if you’re not familiar you might gonna learn something and try to implement it in your environment. Okay, let’s look at how I build my strategy framework for data hygiene. First, we start with do not rush. Do not rush is very important because this process is going to be take a little longer time. It’s a lot of moving pieces. I will call whole data hygiene program is like a kind of a spider web. So that’s why if you want to rush it you might end up to keep redoing it or keep updating you as you might gonna see the like the issue. So started with the do not rush is pretty crucial and important.

And then second step we’re gonna look for the people and collaboration. It is very important to you building the good foundation before even you start building the data hygiene. When I say people and collaboration you are the one maybe build actual process in marketer but this data hygiene is going to affect so many different people and different team. So it’s better to get together and understand what team needs like to which kind of field like what data so and you are looking for the CRM administrator or sales operation or maybe even design marketing strategies to like to get together discuss how you can make your data better. And this one also bring other point is the establishing the data standards which you are the one establish that data standards with the people that like to working with and understand the requirement data like to what are the fields are required what are the values because marketer may ended up to talk with the different systems is not even only the sales force or your CRM so you need to make sure that you are using the same languages same data although all the other systems and the process and workflow as I say you probably the one gonna build the process and workflow you really don’t need to give all the details with those people you collaborated with but you need to understand what is the best workflow you can build it needs to be it needs to be something that you can repeat easily and also it needs to be something that you might gonna extend it in the future depending on your business needs. Conduct regular data audits it looks like on the very bottom of the list but I suggest that start with the audit continue with audit that’s never gonna end but you eventually gonna do the audit probably less often because if you build everything correctly if everything is work perfectly you probably gonna be instead of doing the audits maybe every three months you might gonna end up to doing audits once a year and training and document process this is not only for the data hygiene it’s like anything you’re doing in market it’s very important to document the process because and also train the people because you need it to people to understand what’s going on and training them with like to what you build it’s important and documenting it’s easy to share like people doesn’t need to go to market or to look at it easily can go to your documentation and understand what’s going on and what needs to be changed.

Okay I want to talk about the some of the items I really think that is important when it comes to data hygiene one of them is the defining the data standards this might gonna be different from company to company this is what we are using in Qualcomm like most of the corporation is require is the country if the country is certain countries like United States, Canada, State and then the role, employee range, annual revenue range, industry those are not required for everyone but it might be so again when you go back to our other slide like when you talk with your sales operation team you can actually identify those require fields and require values because in marketer when you create the person or update the person you pretty much can create with any value there is no validation rule about the field values however when you passing the data to your CRM you need to make sure that you are talking about the same data. Okay and then another one is ensuring the data integrity what is the data integrity like some of the fields are very crucial for example country because country is not only require but most of the time countries like the factor that you can put to lead to correct lead routing so you don’t want to keep changing the country you don’t want to mess up the value what we are realizing is because we using a couple other tools that keep feeding to market or even though we have a great data hygiene system like the data hygiene system the other like the list import or the web API connection can update into those country values so what we did is we actually blocked the field in the admin section what the blocking field is doing it blocking field is actually allow you to adding to if the country value is empty you can still add those value for any integration point or list import or like any blocking time but if the country value is not empty then you know that nothing going to change that one out of the marketer so that is a great way to like again you might not going to apply this one all your fields but if the sound field is very crucial you might going to go think about how you control the field values and then I want to talk about a little bit about deduplication so as I mentioned I think deduplication is not hard to control but it’s very time consuming so first step you can you have an option you can do the manual duplication or you can make the process automated for anyways you probably want to start to understand how many duplication you have in your system right so marketer offers you actually the smart list to call possible duplication you can easily go and using to like to duplicate field as an email address this because email is very like very unique for marketer to determine like if we have more than one email with the same email and you can bring up the list depending on how many duplicate again you can go to the manual merging process for the manual merging process you can choose it from the merge people once you selected the two or three similar emails marketer will only show you the different fields not all the fields if the first name is the same you’re not going to see what’s going to be merged but as this example there’s two different fields is different values and you can choose either one of them or you can either write a custom value whatever the value is a winner it’s going to be capped whatever the value is you didn’t choose it’s going to be deleted so you’re going to lose the one of the value is the same thing if you’re going to automate it version and then automated duplication solution you have two three different way you can do we are like the inqok and we are using to a custom solution that adobe professional services offer you can use the adobe professional services and or you can build it in-house with similar structure with the marketer api if you have developer or if you have the like the very intense api knowledge in your team or you or you can go to the third party vendors such as ring lit clothing go like those are the vendors that give you the similar option but whichever uh solution you’re going to choose you need to prep your data and like to give some indication what you want to merge like the what is going to be winner you probably going to go all your fields and then tell the like what are the rules if the winner is going to be first created or last created first updated or last updated if you’re looking for the the person exists in sales force is the sales force person’s going to be winner over the market on the records so once you like to prep those and like to create either the api documentation for you to do it or again other solution you can build your strategy and automatically gonna be to duplicate your like the duplication records okay these are the like to we again we talk about some of the main data challenges and what are the how we can uh data standards how we can standardize data now let’s look at uh building the workflow i highly recommend it to building the workflow is started with using the whiteboard or planning tool as i mentioned before this process is pretty uh complicated uh even though you are your process might not going to be super complete complicated you’re still going to so many different values so many thinking about so many intakes so is it easier to put everything in like the in front of you and look at it and step back and look at it oh okay this makes sense or not makes sense and once you build that on the whiteboard move to the sandbox don’t start it with the production because again you are going to change the real data and it might gonna affect a big time so make sure that everything you build it on whiteboard work in sandbox first when you’re going to sandbox rod which is the testing you might gonna you might not gonna see the similar uh result as a time wise because sandbox usually work little slower but we are not checking really time we are checking if the process is working or not so don’t get frustrated if you see something’s been updated take a long time i promise you in production is going to be works a lot faster and you like the it’s a second faster and then once you validated everything qa then you can move everything to deploy in the production to ready to run i want to share it’s the whiteboard example that we work on when we try to update it to our data hygiene system as you see here you can see the like the when person created are they gonna go to like to what’s what needs to be happen everything is like the kind of giving you option yes and no and you can see the step by step like the very clean vision of the whole smart campaign whole process structure if the like the individual program or campaign is gonna make the update do you want to make the update what needs to be happen like do you want to do the update before this thing happen or it needs to be go after the sync you pretty much answer everything in your your whiteboard before you even started the process other thing that i want to talk about it is the when you building process what option you have what you can use uh before we move there i want to give quick what is the request campaign and executable campaign request campaign is when you started to like to request campaign as a flow the flow is gonna go step one step two and if the step three is calling to request campaign and it’s gonna go to step one for the request campaign but also gonna continue step four step five in the your original flow versus executable campaign it’s gonna go to step one step two step three and if the step three is an executable campaign it’s not gonna continue with the step four it’s gonna go to executable campaign step one it’s gonna go to executable campaign step two once this is gonna be finished we’re gonna go to step four and step five so that’s the main differences why i’m telling you this one because uh request campaign or executable campaign it’s very commonly used for the data hygiene and i would love to ask another quick question which option do you prefer using data hygiene strategies is it like the simple trigger batch campaign request campaign executable campaign or a combination i love that combination of above great so um to me is let me continue with the uh next slide uh i don’t want to say which one is better i really think that uh it’s depending on the your situation if you are looking for very simple just one or two update required uh in your system in your data hygiene process you might want to go to single trigger batch campaign or you’re just gonna simply use request campaign or if you have bigger issues like to um like what we see as the uh in our system because we keep seeing to record syncing before they uh finishing our data hygiene process you might gonna go to executable campaign uh rod or you might gonna use all of them as a combination so i just want to showcase for the two of them because we changed our hope we we were just using the request campaign two years ago in our data hygiene system but we have to change it and now we are using the combination request campaign and executable campaign but when you’re using the request campaign on the left hand side you can see everything top to bottom and you don’t know like which one’s gonna go like even though it’s the order one two three it’s my gonna go at the same time it might gonna go one or other you cannot really tell what’s going on but when you’re looking for the executable campaign structure whatever you see on the folders you literally can see that’s like order happening in the real time uh as i mentioned we are using the combination for the request campaign and executable campaign because one or other is not gonna be uh enough for our needs as you see this is our like to uh data hygiene campaign it started with adding to marketing operational notes because we want to make sure that to be determined the people in this uh like the flow and we don’t want to keep resending if they are already been in the flow and then we are adding to the list going to the request campaign and then our executable campaign started kicking one two three is similar to folder structure the last executable campaign we have is the 19th the reason that we want to keep it like pretty much under 20 because the flow step in market though you don’t have any strict rules for the like how many flow steps you’re gonna use but because i’ve been using marketer so long and it’s like i’ve been in the community going back and forth when you extend your flow step more than 25 to 30 you can start to see into processing timing issue and it’s it might gonna affect again if you want to use you can use the even 54 flow steps but it definitely you’re gonna start to see some issues so i highly recommend it to keep under 25 30 and our data hygiene process is expendable so that’s why we are trying to keep 19 to 20 instead of adding to just like the step by step flow steps on in the like the original campaign i will also like to show you the whole view how it looks like um hope the video is gonna work so it’s really combination between the request campaign and executable campaign certain rules like the constraint for even the executable campaigns flow steps and then it will gonna uh finish as i mentioned with the 19 and when you’re looking for that folder structure it’s gonna go step by step in the execute flows executable campaigns now this is the like the how you can build your uh data hygiene but what happened after you build it like what is from process the performance looks like how are you gonna monitor your data hygiene because the data hygiene is not build and forget it but not also require for you to every single day spend two three hours like maintain that is like the whole goal build something and spend minimal time to maintain or look for it the best way we i find it out to like to to determine what’s working or not not working is definitely our audiences from sales team because they can raise their voice easily to us like hey this is like the you are sending bad record or i don’t coming however you don’t you cannot really rely on their daily feedback you also need to thinking about it like to how you can control for yourself uh data hygiene starts sales forcing happening and after the sales forcing you can use the some function has market in it like the backlog dashboard or and then you can find it the error is resolution here is the some of the stuff that i daily can do it like the morning i got my coffee turn on my marketer and the first thing i pretty much go to the uh sync backlog dashboard the i don’t really look for everything i just looking for the right hand side to determine if anything’s like the orange because it’s a color coding easily tell and if anything orange then i can go to next step if everything looks normal i can turn off i don’t even need to go deep look for deeper and then if i see some things is bothering me i can go to the second tab for the sync error and determine what’s the singer as you see on the screen there’s a feel invalid field value like the it may not gonna be my part of my data hygiene campaign it may not gonna be like i got notified some value change it made something that i never thinking about before so you can easily look for the one by one or as a group another uh another thing i’m doing for daily is try to be proactive i got a notification to my email box like the sometimes especially for the weekends uh i don’t i’m not turning on my computer but i can still getting this notification so i can easily determine what’s going on in order to set up the notification you can go to the left hand side for your market instances and click on notification as you see there’s actually many different notification you can set it up for daily email but in that case for me is the crm sync one of the important one and then marketer send me uh marketer send me to daily email which usually i’m receiving 3am in the morning which is okay and you can see actually the email by email as a group like there is a field validation error like the four for example country right and then there is hundred leads uh affected so they we couldn’t able to sync them and you can easily grab the email and go and look for it like what is the error and if you can able to if something that you can edit your data hygiene campaign or if something totally different that you missed it let’s look at our key takeaways and best practices establishing data standards is very important before you even started your data hygiene campaign talk about your stakeholders and understand what data they are using it and under make them to also understand it is very important if they change some data and it’s a required field they need to inform you because we normally don’t know those changes and then defining your data hygiene processes what’s important for you like for us country state is very crucial a lot of companies country and state very crucial but also like the some of the other fields are going to be important like a role maybe annual revenue just get those information first plan test deploy again do not rush but do it like the step by step and don’t wanna don’t wanna keep doing it do it once and do it right and choose right approach whichever it’s working for you whichever you need it if you are looking for very simple data hygiene process do the simple right if you have a very complicated one then you can use the like the couple of the option like executable campaign plus request campaign and simple trigger batch campaign monitor and audit regularly using to marketer engage crm sync status or notification talk with your stakeholders like to try to understand what’s going on and then also the last thing is training training and documentation please share your knowledge with your team because even though you are the main stakeholder you might gonna control this to knowing that someone else can able to go and maintain your process is always gonna be easy for you and also documentation is very easy to like to share with the people thank you thank you so much for sharing your experiences mireille we’re now going to kick off the session so as a reminder please drop your questions in the ask the presenter section let’s get started the first questions coming in from megan how much data hygiene should be done in crm such as salesforce versus mercado engage for me is because we started we try to start everything from market we don’t we don’t want to start it from salesforce the main reason is because you’re gonna see more duplication so all the our data hygiene take a place in marketer and i highly recommend it if you have that kind of structure like wherever your data intake starts it should be going there but to be quite honest with you i don’t know what is like what you can do in the crm as a data hygiene standards i never done it like everything start marketer go to the salesforce okay thank you for sharing that answer the next question’s coming in from spencer when working with adobe a professional services on a custom solution for your data hygiene how long did the process take from start to finish we have some challenges with duplicate contacts in crm salesforce specifically and i want to present a timeline to our leadership that’s a great question so i want to make it clear we do not merge anything the if it’s a salesforce record in marketer but if the salesforce lead to lead lead to contact contact the contact that is our salesforce team responsibilities the only thing that we are merging in market or either market only records or market or salesforce lead market or salesforce contact it was actually pretty quick once you talk with your uh salesforce customer success team they can schedule you the only thing is the adobe customer services professional service is going to ask you to those documentation that i mentioned depending on how many fields you have depending on how ready you are it’s my gonna take like the couple weeks till couple months for us i believe that it took a little over a month because we already had the field audit ready we already knew what like to for example as i mentioned like it’s coming from if there is a merging lead to lead salesforce to marketer like delete we already knew that what’s the winner value if you have those things ready professional service part is pretty quick and we’d really like to tool everything is working great for us thank you for sharing your perspective there um the next question is coming in from sips hi um any considerations if you are using program level sync with the crm versus campaign level sync with the crm that’s a great question uh because we already had an issue with the like the data hygiene before that’s why we want to make sure that we our record go to the data hygiene before it’s sync we prefer the campaign level in the flow of steps and we do not sync anything on the program level once they are once we know that people completed data hygiene then we sync to salesforce but this is again depending on your needs you might going to use the program level uh sync at that time you cannot control that data hygiene process because it’s pretty much immediately going to sync that’s good to know um one more question coming in from christine can you explain what request campaign and executable campaigns means um and i think this is a common question that we have heard from customers as well um christine also commented our current data management process is set up with simple trigger batch campaigns what are some case for when to use requests and or executable campaigns for our data management use okay that’s also a great question i believe that we put it in the resources section because last summit me and my colleague was has a session about request executable campaign it’s a little bit more detailed information you can definitely check why not but mainly is a request campaign and what’s between request campaign and executable campaign as i mentioned is request campaign is uh you cannot really control the timeline when you requested the campaign and usually if i’m gonna make it easily to explain sometimes when you’re building the flow steps you cannot get it to those flow steps to like at the same time like you really need to edit additional data data point and you cannot do it because it’s a very straightforward one two three four five right and then you can instead of try to build in the like those flow you can build it additional in the request campaign right for whatever you try to complete complete it and put as a flow step so instead of flow steps going to do like the in the flow it says that continue with the request campaign or continue with the executable campaign and like the done like the completed at the same time the action you are looking for but the main differences between the request campaign and executable campaign executable campaign you can control the time because you know that you’re not going to your next flow until executable campaign is over if you have a any time issues like again if you want to control that like to step by step executable campaign is very easy to doing it like if you try to update two data at the same time and it’s causing to racing condition than executable campaign but if you don’t have those raising racing condition issues and stuff like that you can totally use the request campaign as well or just a simple trigger batch campaign awesome thank you for sharing that let’s do one more question mireille if you’re comfortable with it you can pick okay i would do this one how do you handle consent when merging duplicates oh oh that’s a great question well i don’t think that is a merging duplicates just only constant level issues uh it’s definitely more like the duplicate is a issue by itself like the yes when you merge them you can handle the half of the issues but you’re also losing to a lot of visibility one to other like you have to make your choice choice and because you’re not doing this one manually you need to set standards and sometimes the hk is happening for us uh qualcomm we are very very uh like to our consent management is there is no what if scenario like we have to follow the everything very clearly and when it comes to merging duplicate and if you see that once like one of the value is uh already unsubscribe or doesn’t want to be get the email we can choose over whatever it is but also you need to consider if you are getting a timestamp which i’ll recommend it when they give their consent versus when they like to tell them tell you like we don’t want to receive any email you can work on that data field whatever the answer is the last one and you can choose that one over the uh like the consented or not consented one but i highly recommend it to talk with your legal team first so they can give you some indication there is might be very strict rules like the again even though you have the dates times they say that nope you’re not gonna choose the uh consented person overall like the not consented one so those are the step that i will take first so appreciate your insights there and be sure to discuss this with your legal stakeholders as well to help you make the best decision so we are now um closing our webinar as a reminder we do have two upcoming events for marcato engaged customers that we will love you to participate and learn from your peers on november 13th we have adobe marcato engaged champion office hours on december 3rd we have another learn from your peers webinar featuring the new email designer thank you for joining us today and we hope to see you again soon