Tag: lead management


Dealing with Duplicated Leads During SFDC to Marketo Sync

During a recent Office Hour webinar, the Perkuto team was asked:

“When we upload lists in Marketo, does it not check to see if an email already exists? Could it allow duplicate records to be created?”

The individual that asked the question suspected that sync errors are the source of his duplicate contacts and hopes to find a solution during this call.

Duplicate Leads

Justin clarified that Marketo should be eliminating duplicates when a SFDC database is being uploaded, but that the parameters for de-duping need to be clarified. Adam offered insight about the source of the duplication and offered suggestions for setting up the process of removing the duplicates.

It may be that a contact in SFDC with no email address listed in the primary field isn’t being recognized as a duplicate. Marketo ignores contacts with no email address, since the purpose of it is to send emails.  Additionally, SFDC allows contacts to have multiple email addresses, and in the database one will be a “primary” while the second will be an “alternate.” Marketo ignores the “alternate” email address and retains only the primary email address.  If a subscriber opts in with an alternate email address, Marketo will not realize that it’s a duplicate entry because the email address is different. There are plenty of people in the world with the same first and last name.

De-Duplication

Justin also says that Marketo can be programmed to de-dupe based on additional input lines, so that if you’re syncing a database with multiple variables, you can set it up to respond to multiple sources of input. This is beneficial when your SFDC and email campaigns are being used for multiple product lines, filtering contacts into more than once mailing list.

Troubleshooting sync issues can be a major issue and there are a wide range of factors to consider. Data handling can be amazing when it’s working flawlessly, but getting everything set up isn’t always fun. Designing a functional sync flow is one of Perkuto’s specialties. Seamless communication between SFDC and Marketo makes data analysis more accurate and helps users fine-tune their marketing efforts. Watch the video for more: 

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Lead Scoring: A Few Quick Tips

Inbound marketers focus on attracting, capturing, and engaging with the highest volume of leads possible, growing an organization’s marketable database. The challenge however, is determining the quality of leads. This is where lead scoring becomes a valuable tool in any marketer’s toolbox.

A score can be made up of behaviours, demographic attributes, and custom activities (increasing in the Spring 2016 Marketo Release). Lead scoring represents one of the core pillars in the lead management component in Marketing Automation and is leveraged when developing other strategies (like nurture and lead lifecycle).

Collaboration between Sales and Marketing

Sales and marketing may have their own ideas about the indicators that make up a customer/buying behaviour, and therefore, which attributes/behaviours should be used in scoring. Looking at a simple funnel, we can see how lead scoring is crucial in the relationship between sales and marketing and how it relates to the transition of lead ownership.

Lead scoring  handoff

Keep It Simple

Instead of trying to account for every possible behaviour and demographic attribute, lead scoring should start with a core set of scores that make up what an ideal buyer looks like to your organization. The tendency to overcomplicate scoring will make analytics a nightmare and will make updating/adding new attributes to the program very difficult.

Organizing a Lead Scoring Program

There are many moving parts that make up a lead scoring program, so maintaining an organized set of documents is critical to a successful deployment.

Inside Marketo

Using tokens within a lead scoring program is the best way to keep the scoring values centralized and organized (read more about using program tokens). Maintaining the same naming convention for tokens, campaigns, and folders will ensure that the correct score is assigned to the correct attribute every time.

Lead Scoring tokens

For Marketo Sales Insight subscribers, complimenting your your Lead Scoring program with Interesting Moments will allow for more information to be shared with members of your sales team at the right time (for those who do not subscribe to Marketo Sales Insight or use Interesting Moments, the same logic can be used with Alert Emails or CRM Task Creation), it all comes down to the preferences of your sales team.

Lead scoring with sales insights

Outside of Marketo

A good starting point is to build a lead scoring matrix. The matrix is a grid containing all of the information related to the lead scoring program you plan to build: campaigns, scores, interesting moments, etc. Dedicate time to creating the matrix prior to building your lead scoring program, as the matrix is essentially a blueprint you will follow when building out your lead scoring program within Marketo. Ensuring that this matrix is updated as changes occur is crucial in ensuring that the ship continues to sail smoothly.

Lead scoring matrix

Follow Up

It is important to analyze how lead scoring relates to reality; ensuring that the highest score leads are in fact the ones who are actually converting into customers. A successful lead scoring deployment relies on the information fed into it, so re-engineering the program as business needs change will ensure that scoring is an accurate representation of lead temperature.

As leads continue to score, flow through the funnel, and convert; you will recognize the power of lead scoring and the increased representation you have about leads. For some additional readings, Marketo offers a huge library of resources: