You’ve spent months devising your Dreamforce game plan. You booked your flights and hotels months in advance. Your booth is set up. You’ve got t-shirts, pens, mousepads, and other branded swag. Meetings are set. Session agendas are filled. Your social media team is standing by, ready to jump on the latest hashtag. You’ve even got the post-show follow-up cadence figured out down to a tee. But what about the data!?
Organizations spend tremendous time and money planning their event strategy with the goal of maximizing ROI through lead generation. But little thought is given to processing and uploading these new Dreamforce Leads into their CRM or marketing automation platform.
Importing all of the new data takes dedicated time and thought.
- How do we know if this person’s information is already in my system?
- If so, how can we merge this new lead data with existing?
- How can we tell if this Lead is truly new but associated with an existing Account?
As is the case with most list imports, it can take weeks before any of these new Dreamforce Leads get fully processed and uploaded. But with a fleshed-out Dreamforce data strategy, you can get to those leads faster than the competition.
Prepare for Duplicates in your Lists
Dreamforce venues, speakers, sessions, and even parties change year after year. But you know what doesn’t change? The people. One consequence of the close-knit nature of the Salesforce ecosystem is the fact that many attendees visit year after year.
So what does that mean for your data strategy? Well, if you attended Dreamforce 2018, you likely have many of the names on your list in your database already. Not to mention the other ways a Dreamforce attendee may have found their way into your Org through natural data collection throughout the year. Bottom line, you’ve got duplicates.
Here’s an example of a lead list of attendees who may have visited your booth. It’s clear to see that no two duplicates exist within the list itself. But how can you know whether these leads already exist in your CRM or marketing automation platform?
With a list of this few names, it may be possible to manually check. However, with most high-volume lists, this is not possible.
How Do I Handle Duplicates in Lead Lists?
Naturally, you’d like to merge new records with existing ones (when possible) to avoid creating unnecessary duplicates. But that is easier said than done without a plan in place.
The Salesforce Lead Import Wizard and Data Loader are handy tools, but they can only check for duplicates against the Lead name or email address. Also, it only checks leads, not contacts or accounts. Since most people now have multiple email addresses, and depending on how the names were entered in the list, you need to check for duplicates against multiple criteria.
Using an enterprise list import tool
Many organizations opt to use an external solution to import data without the risk of creating duplicates. This has many advantages over native tools as it provides more power and flexibility in the merge process. The ability to set rules beforehand and automate the import processes are good ways to get the leads ready and actionable as soon as possible.
RingLead’s List Import tool will actually check your list against all of your existing leads, contacts, and accounts and then match using 45 powerful strict and fuzzy matchers. RingLead List Import gives users the ability to choose master record rules so you preserve the data you need after the merge. RingLead List Import also automatically matches Leads to Accounts, normalizes the data, and can be configured with our Enrich features for data enrichment on lists.
Lists are one of the most lucrative sources of MQLs and even SQLs, especially when acquired from an industry-specific event like Dreamforce. If you do not optimize your list import data processes, you won’t realize the full value of these lists. Don’t leave revenue on the conference floor, it won’t be waiting for you at Dreamforce 2020.