Improved Database Health:
Reduced invalid and inactive records by 65%.
Fragmented workspaces and person partitions.
A Marketo Database Cleanup That Increased Lead Engagement by 45% for a Marketing-Driven Organization
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%
Manual Work Reduced
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%
Engagement Boost
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%
Faster Follow-Ups
Client Overview
Challenges
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Inconsistent data caused by a lack of governance.
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Ineffective operational campaigns affecting data accuracy.
Objectives
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Conduct a comprehensive database audit.
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Implement a structured cleanup and data management framework.
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Establish ongoing monitoring for sustained database health.
Solution Implementation
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Workspace and Partition Assessment:
Evaluated alignment between business units and configurations.
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Documenting Partition Rules:
Recommended smart campaigns for partition assignments and ensured default workspace access.
3
Smart List Analysis:
Created custom smart lists for critical field completeness, duplicate records, and inactive leads.
4
API and CRM Sync Investigation:
Resolved mismatches causing CRM sync errors.
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Data Normalization Campaigns:
Standardized field values for countries, job titles, and industries.
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Database Cleanup Campaigns:
Targeted invalid, duplicate, and inactive records. Conducted reactivation campaigns before purging non-marketable leads.
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Centralized Governance:
Established governance processes and created a data dictionary.
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Smart Lists:
Monitored demographic field completeness and lead activity.
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Automated Reports:
Configured lead performance reports and scheduled periodic reports.
3
Periodic Reviews:
Established a 30-day review cycle for cleanup and monitoring campaigns.
Results Delivered
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Enhanced Data Accuracy:
Centralized processes ensured consistent data across partitions.
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Boosted ROI:
Better data quality improved targeting and personalization, increasing lead engagement by 45%.
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Sustained Maintenance:
Ongoing monitoring reduced future cleanup efforts, saving time and resources.
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