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10 Steps to Reduce Bad Data in Marketo

Keeping your Marketo Instance free of bad data is an important part of marketing operations, but maintaining a clean system is easier said than done. Watch our video series featuring 3x Marketo Champion Elliott Lowe to learn tips, tricks, and best practices to reduce bad data in Marketo.

Step 1: How to Find and Remove Records Without an Email Address

One of the most important means of communications for marketers in the digital era is email marketing. Email addresses are crucial for matching records to activities like webpage visits, but records without an email address are basically useless. Learn how to identify records without an email address so they can quickly and easily be removed from Marketo.


Step 2: Find and Remove Records with Invalid Email Addresses

When Marketo sends an email that bounces due to an invalid email address, it sets the Email Invalid field value to ‘true’. As with records that have no email address, records with an invalid email address are of little value and should be purged from any database as soon as possible. Discover how to identify records with an invalid email address so they can be removed from Marketo.


Step 3: Use Email Validation to Identify Spam Traps

When you send an email to an invalid address, the bounced email will negatively affect your sender reputation which can cause major issues with your email marketing campaigns in the future. Or even worse, an email address may be a spam trap, causing future communications to be flagged as spam before reaching the target inbox. Discover how to identify spam traps and use an email verification solution to remove invalid email addresses that can harm future marketing efforts.


Step 4: How To Remove Records No Longer at a Company

Using email addresses for persons no longer at a company can cause several problems in your campaign reporting and conversion rates. Too often, automated responses prevent the necessary email bounce that triggers Marketo to flag the record. Discover how to identify records for individuals no longer at a company so they can be removed from Marketo as soon as possible.


Step 5: How to Remove Records from Marketo That Submit an Unsubscribe Form

If your emails bounce because they’ve triggered a spam filter, Marketo will indicate that as the cause of the bounce. These bounced email addresses must be removed so you do not harm your sender score and tarnish your brand reputation. Discover how to track spam bounces and suppress spam email addresses so your organization can benefit from a spam-free email list.


Step 6: How To Track Spam Bounces and Suppress Spam Email Address from Your Marketo

Complying with new and upcoming data privacy regulations involves giving recipients opt-outs and unsubscribe options in all email communications. As with records that have none or an invalid email address, records of persons that have unsubscribed are of little value. Learn how to remove records from Marketo that have submitted an unsubscribe form so you never fail to comply with regulations and send an email to an unwilling recipient.


Step 7: How to Identify and Remove Old Unengaged Records from Marketo

It is important for any Marketo database to remain free of records that have not engaged with you in an extended period of time. But going through your enormous database to purge outdated records is too time-consuming to do by hand. Smart campaigns are the best solution to this bad data problem.

Learn how to identify and remove unengaged records for a cleaner Marketo database free of outdated records


Step 8: How to Identify Records with Negative Behavioral Scores and Reset the Behavioral Score in Marketo

Behavioral score is a critical metric in Marketo for knowing the buyer readiness of a prospect. This score is a combination of factors like intent, engagement, interactions, and other customizable criteria. But including records with negative scores in your campaigns can have negative consequences.

Learn how to identify and remove records with a negative behavioral score and get back to better account-based marketing.


Step 9: How to Track Records with No Webpage Visits after 90 Days

Measuring engagement is one of the most important steps to take in any successful ABM campaign. But keeping track of how each target interacts with your website can be difficult without proper action. Learn how to track webpage visits to remove unengaged prospects and spend more time on leads that will convert.


Step 10: How to Merge Duplicate Records

Keeping the size of a Marketo database in compliance with the price that they’re paying is among the biggest challenges Marketo users face. Organizations need bigger and bigger databases, but one of the issues is bad data or duplicate data. Using an automated solution to de-duplicate person records in Marketo can reduce database by 30% or more.

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