Marketo Champion Series: Part 1

How to Find and Remove Records without an Email Address in Marketo

Email is one of the most important means of communications for marketers in the digital era. Email addresses are crucial for matching records to activities like webpage visits, clicks, and repeated engagement. Not to mention the need to have a place to deliver your messaging where you know the recipient will see it, their inbox. Records without an email address are basically useless and should be removed. However, this is much easier said than done.

3x Marketo Champion Elliott Lowe teaches you how to identfiy records without an email address and remove them from your Marketo database.

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A big use of Marketo is to send emails and use the email address as a key for matching records to activities like webpage visits. Records without an email address are almost useless in Marketo. This video shows you how to identify those records so they can be removed from Marketo if you don’t need them for historical performance reporting.

Typically, Marketo records without an email address come from Salesforce, unless you have a sink filter that prevents it. You want to purge these records from Marketo, but you may want to leave them in your CRM if they can be used by sales. For example, if they have a valid phone number. If you do this, you need to have Marketo tech support create a sink filter that prevents records without an email address from sinking back to Marketo from Salesforce when you delete them in Marketo.

To identify records without an email address, first we’ll create a delete records without email address smart campaign and its smart list, we’ll have a filter, an email address filter with a value is empty. In its flow tab, you’ll have a delete person or delete lead flow action and if you want to delete them from Marketo and Salesforce, you’ll set the remove from CRM value to true.

If you want to delete these from Marketo and don’t want to delete them from Salesforce, and you do have a sink filter fields such as sync to Marketo, you’ll want to change this to false. You’ll want to add a change data value flow action in front of this to change the sync to Marketo field value from true to false.

And, you’ll want to add a wait step of let’s say an hour to give plenty of time for this value to sync over to Salesforce so that when you ultimately do delete the lead from Marketo, the value will have already been set. Now you can run the task at any time of your choosing.

If you’re going to delete thousands of records, you may want to wait to start the task at the end of the day and perhaps lengthen the wait step as it may cause the sink to run for an extended period and slow down important data being sync between the two systems.