If you missed our webinar today, no problem! Here’s the recorded version.
On this webinar, we reviewed the challenges that duplicates can cause for marketers, and how professional marketers and Salesforce admins can overcome this data quality hurdle.
Duplicate records in Salesforce can cause chaos for your organization, but in this post we’ll specifically look at the problems that duplicate records cause in the measurement of your marketing efforts.
We’re going to start with a very simple example that is almost certainly happening within your Salesforce org hundreds if not thousands of times over.
Let’s say I’m your prospect.
You have me stored in Salesforce as a Lead with my email address as email@example.com. We talk about your products, but ultimately I decide not to go with them right now because I have Gregg, Michael, John and Matt asking me for help in a variety of different projects. I clearly don’t have the bandwidth to make this decision right now, so I hold off.
About a week later, I decide I’m ready to buy. But I forget who I spoke to at your company because I’m frazzled from pulling a few all nighters to get all of those projects finished. So I fill out a new contact form, but this time I use firstname.lastname@example.org, which is my business-casual email address.
Your standard Salesforce Web-to-Lead form and the web forms that you’ve built with Marketo, Eloqua or Pardot will not prevent a duplicate record from being created. Why? Because all of these systems use exact-match email address duplicate prevention.
Now you have my information in your system (or systems) as two or more different records.
Let’s take a look at how this exact scenario would play out.
Since its Dreamforce 2012 debut, Unique Entry has been making waves as the AppExchange’s only as-you-type duplicate prevention app (if you’ve never seen the general use case, watch this 2 minute video). Preemptive warnings are only part of the story, however. I recently held a webinar (as well as an encore presentation, by popular demand) to share several “secret” functions of Unique Entry you can leverage in the war against duplicates. The blurbs and videos below will show you some cool things you didn’t know you could do with Unique Entry. Enjoy, but shhhh, it’s a secret to everybody…