This webinar explores how to get great marketing data — data that is not only reliable and accurate, but also actionable. The webinar discusses sources for data capture, the importance of unifying and normalizing the data, and gets into how to take the next step and leverage sophisticated tools to make your data quality even better. For those of you starting your marketing data journey, this webinar is a great blueprint, and for those of you who have been in this day-in and day-out for years, this is a great reminder of best practices that are easy to fall out of if you’re not intentional about keeping up.

1. Data Health is Wealth:
A deep dive on capturing good, clean data for better results

2. Proprietary and Confidential | © Marketo, Inc.
James Leedom
Marketing Operations Manager
Jordan Con
Product Marketing Manager

3. Housekeeping
• This webinar is being recorded!
• Slides and recording will be sent to you once the webinar
concludes
• Have questions? Use the chat box and we will answer your
questions after the webinar. If you are an existing Marketo
customer, feel free to reach out to your CSM.
3

4. Proprietary and Confidential | © Marketo, Inc.
Real-time gap
analysis of where
your data is coming
from
How to set a
foundation for
healthy data
Taking the next
step in data health
How to fix a broken
data foundation
OR

5. Only 29.5% of B2B Marketers are
confident in the quality of their
marketing data.
[2018 State of Pipeline Marketing Report]

6. MARKETERS ARE GREAT AT KNOWING THEIR CHANNEL METRICS
Marketing Data
Optimize Optimize OptimizeOptimize Optimize
WEB PAID
MEDIA
EVENTS EMAIL SALES
Badge scans /
registrations
Open rate,
click rate
CPM, CPC,
CPL
Pageviews,
bounce rate
Calls, emails
sent
6

7. 1:52 time on
site
1.3% click rate
125 likes
84% bounce
rate
20% open rate
2,430
registrations
7% click-
through rate
30 call / day
$2.55 CPM
36 pageviews
17
engagements
18.4% open
rate
35 comments
0:42.1 time on
site
35% reply rate
350 badges
scanned
70%
attendance
rate
$5.67 CPM
8400
pageviews 50 calls / day
75 emails sent $85 CPL
75 clicks
1.32% click-
through rate
1570 email
recipients
7% open rate
62% bounce
rate
$56.70 CPL
3.57%
conversion
rate
98% delivery
rate
14% click-
through rate
22 clicks
5,928
impressions
4,210
impressions
16 clicks
85% delivery
rate
42,980 views
22 new leads
14 MQLs
7

8. Lead
Creation!
8
Click on your
ad and fill out
a form
Lead
Creation!
Click on your
ad and fills
out a form
Opp
Creation!
Two leads
created???
Click on your
ad and fills
out a form
Lead
source:
Direct???
Click on your
blog post and
fills out a form
Nurture

9. Where do you get your
data from today?
Web
Analytics
Digital
Channel
Analytics
Offline
Channel
Analytics
Marketing &
Sales
Databases

10. Web Analytics
10
What Gets Captured
Visits: 4
Unique Visitors: 1
Conversions: 2
Time on Site: 0:35
Pageviews: 8
Bounce Rate: 50%
Clicks on your ad
and bounces
Clicks on your ad
and fills out a
form
Clicks on your
email link and
fills out a form
Goes directly to
your website and
bounces

11. Digital Channel Analytics
Clicks on your
ad
What Gets Captured
Campaign: Ebook Launch
Creative: Creative V1
Impressions: 4,500
Clicks: 4
Conversions: 2
Cost Per Click: $24
Cost Per Conversion: $48
Clicks on your
ad and fills out
a form
Clicks on your
ad and fills out
a form
Clicks on your
ad

12. Offline Channel Analytics
RSVPs
What Gets Captured
Event Name: 2019 Lunch &
Learn
Invited: 12
RSVPs: 6
Attended: 2
Cost Per Attendee: $3,000
RSVPs
RSVPs
RSVPs and
attends
RSVPs
RSVPs and
attends

13. Marketing Database
What Gets Captured
Full Set of People / Leads /
Contacts
Company
Title
Geography
Sales Database
What Gets Captured
Subset of People / Leads /
Contacts
Opportunity Data
Account Data
Sales Inputs

15. HOW DO YOU SET THE
FOUNDATION?

16. A Touchpoint is a Touchpoint is a Touchpoint?
What Gets Measured
Channel: Facebook
Campaign Name: ABC
Ad Name: ABC V1
Clicked, Converted
Landing Page URL: www.comp...
Facebook ID: adjnde39270
Email: footballfan123@gmail.com
What Gets Measured
Channel: Field Marketing
Campaign Name: GHI
Registered, Attended
Name: John Doe
Email: John.Doe@company.com
What Gets Measured
Channel: Direct?
Campaign Name: n/a
Click
Email: workemail@company.com
Company: Company
What Gets Measured
Channel: Email
Campaign Name: DEF
Email Name: XYZ v3
Delivered, Opened, Clicked
Landing Page URL: www.comp...
Email: John.Doe@company.com
16

17. A Touchpoint is a Touchpoint is a Touchpoint
What Gets Measured
Email: john.doe@company.com
Name: John Doe
Company: Company
Revenue: $26,239
Touchpoint Type: Session
Touchpoint Date: 3/6/2019
Touchpoint Position: LC
Channel: Paid Media
Subchannel: Facebook
Campaign Name: ABC
Ad Name: ABC V1
Landing Page URL: www.comp...
Form URL: form.company.com/...
What Gets Measured
Email: john.doe@company.com
Name: John Doe
Company: Company
Revenue: $6,128
Touchpoint Type: Campaign
Touchpoint Date: 3/24/2019
Touchpoint Position: Middle
Channel: Field Marketing
Subchannel: Executive Dinner
Campaign Name: GHI
Registered, Attended
Geography: Bay Area
What Gets Measured
Email: john.doe@company.com
Name: John Doe
Company: Company
Revenue: $26,128
Touchpoint Type: Form
Touchpoint Date: 3/18/2019
Touchpoint Position: OC
Channel: Email
Subchannel: Email Batch
Campaign Name: DEF
Email Name: XYZ v3
Landing Page URL: www.comp...
Form URL: form.company.com/...
17
What Gets Measured
Email: john.doe@company.com
Name: John Doe
Company: Company
Revenue: $26,239
Touchpoint Type: Session
Touchpoint Date: 2/4/2019
Touchpoint Position: FT
Channel: Organic
Subchannel: Google Search
Campaign Name: n/a
Keyword: Industry leader
Landing Page URL: www.comp...
Form URL: form.company.com/...

18. Marketo + UTMs
18
Engages with
your marketing
and fills out a
form
What Gets Captured
Name: Jane Doe
Email Address: j.doe@acme.com
Company: Acme
UTM Source: Facebook
UTM Medium: Social
UTM Campaign: Ebook Launch
UTM Content: Creative V1
New Name: Yes/No
Program Success: Yes/No
Lead Source: Yes/No
Lead Score: +20
[Run through
campaign or
program via
UTMs]

19. UTM Best Practices
19
#1
Align on channel
mapping
#2
Agree on what is a
channels versus what is
content
#3
Use consistent naming
conventions

20. Campaign Uploads
20
● Offline activities
○ Event sponsorship
○ Field marketing
○ Direct mail
Tips:
● Spend the extra time
cleansing lists before upload
● Create a list upload template
(required fields and format)
● Create governance around
who can upload
Built for:
But also useful for:
● Partner webinars
● Content syndication

21. Cost Reporting
21
Tips:
● Create rules for calculating
cost:
○ How much does an
email cost?
○ Do you include
estimated employee
cost?
● Create consistency

22. Align on Funnel Stages
22
All known
people
Form fill or
conversation
Meets a
quality/score
threshold
Accepted by
an SDR,
meets criteria
Accepted
by an AE
Database Inquiry MQL SAL SQL
Won
Won

23. WHAT IF THE FOUNDATION
IS ALREADY BROKEN?

24. What if the foundation is already broken?
With your data, try to answer these questions:
• What answers am I trying to produce?
• How can this data help me become a better marketer?
• Am I picking up the true source of a lead?
• What subchannel leads to high form fill percentage?
24

25. Lead Statuses Job Titles Lead Sources
25
Signs that your foundation is ready for a revamp...
• Email
• Website
• Webinar
• Direct Mail
• Event
• Form Fill
• Non-standard job
titles
• N/A
• Mgr
• Analyst
• VP
• Unknown
• blank
• Qualified
• Customer
• None
Geography
• US vs United
States vs USA
• ID vs Idaho
• Abbreviations
and rep-sourced
info
UTMs
• Paid_search vs
PPC
• Misusing source
and medium
• Non-sanctioned
values

26. Lead Statuses Job Titles Lead Sources
• Google Paid
Search
• Organic Social
• Event-
Tradeshow
• Marketing
Manager
• Sales Operations
Analyst
• VP of Product
• Open
• Connected
• Opportunity
Geography
• United States
• Idaho
• System-assigned
values
• Picklist values
on forms
UTMs
• paid_search
• utm_source=ema
il&
• utm_medium=bat
ch
26
The same data points, but with healthy data
-Granularity on how the
lead got to the form.
- Using a spreadsheet
with approved values in
a drop-down list.
- Triggers and alerts set
up to catch non-
standard values.
- System assigned values.
- Picklist values on forms.
- System assigned values.
- Picklist values on forms.
- Aggregate job title values
to a “Level” and a
“Function” field or
segmentation.
- Locked down values
from CRM.
- No users should have
ability to edit.
- Create definitions around
values and circulate to
teams.

27. Ditching “Legacy” Data
• Old lead sources like “email”, “website”, or
“mail” should be changed to “email-legacy” or
just “legacy”.
• There is a strong argument to make that you
will not refer to that information in the future,
thus cleaning up any reporting that relies on
lead source.
• If you change campaign naming conventions,
take the time to update old ongoing
campaigns
• Set time aside to archive campaigns that
have run their course.
• Delete any leads in your marketing
automation system that don’t have an email
address.
*Be sure to communicate any of these
changes with stakeholders and even people
who might not be familiar with the data*
27
One time
Weekly / Monthly
Quarterly / Yearly

28. A true story…
“Company B”
• No campaign naming convention
• Lead sources being overwritten
• Data needed for routing was not being asked for on forms
• Lead scoring local to programs and decided on by end users
• 1,800 fields synced to SFDC
• 15% marketable database
• 35+ campaign channels
• No agreed-upon lifecycle
• Maxed out on segments that were not being used
• Reporting….
• Ranked as the second worst Marketo instance a high-level
consulting agency had ever seen

29. Time for a plan
Aptly titled “James storms Normandy”
• Identify key pillars in Marketo to fix and bring in consultant to aid
• Communicate weekly about a 6-month plan to get data in a comfortable spot
• Lock down fields and govern what system or user can update them
• Update forms to ask for key pieces of information
• Centralize lead scoring and tie to lifecycle
• 1,800 fields synced to SFDC -> 600 fields synced
• 15% marketable database -> delete leads who haven’t been delivered an email in
3 years + aren’t a customer
• 35+ campaign channels -> 12 defined campaign channels, CRM types updated
• No agreed-upon lifecycle -> Marketing Operations driven Lifecycle
• Audit segments not in use and unapprove
• Reporting based on campaign naming and channels / successes

30. EVEN THEN...

31. DIGITAL OFFLINE SALES DEV
PAID
OWNED
EARNED
(ORGANIC)
31
But...Engagement Happens Everywhere

32. When evaluating integration
capabilities, consider:
● Native vs. middleware
● Data granularity
● Changes & maintenance
● Cost (initial and long-term)
Integrations with Ad Platforms & Other
Technologies
32
Goal: get as granular and accurate data as easily and seamlessly as possible.
Ad Platform
● Campaign
● Ad Group
● Creative
● Term (for organic)
● Ad URL
● Cost (at all levels)
Your Data
Store

33. JavaScript Tracking
33
When evaluating JavaScript
capabilities, consider:
● Tracks anonymous visitor data
● Connects to lead behavior through cookie
ID
● Flexible form capture (embedded forms,
iframes, popups, etc.)
● Cross-domain tracking
● Persistent tracking
● Impact on load times: does it use a content
delivery network (CDN)
● Data privacy
What is JavaScript tracking?
● Code used to track on-site behavior
such as clicks and form fills
● Tracks known and anonymous visitor
data
● Great for tracking organic traffic

34. Data Cleansing & Enrichment
34
When evaluating data cleansing
and enrichment capabilities,
consider:
● Data quality - how and where is the
data coming from?
● What’s necessary vs. nice to have
● Privacy implications (e.g., GDPR
considerations)
● Filling in gaps
● Correcting bad data
● Adding intent data
● Adding data for personalization

35. CRM
Leads, Contacts, Opportunities, Accounts
ATTRIBUTION
Touchpoints in the
buyer journey
35
DIGITAL OFFLINE
JavaScriptIntegrations URL Parameters,
JavaScript &
Integrations
Call
Tracking
CRM
Campaigns
CRM Activity
Tracking
SALES DEV
PAID EARNED OWNED FIELD/EVENTS PHONE

36. Unifying on a Single Timeline
36
Converted Converted Converted Converted Converted
Lead
Creation!

37. Unifying Account Journeys with Lead-to-Account Matching
37
Lead
Creation
First
Touch
MQL Opp
Created
Negotiation Closed Won

38. Unifying Account Journeys with Lead-to-Account Matching

39. Review
39
1. Most marketers are good at getting channel and activity data
2. But it remains siloed and limited
3. The key is to unify and normalize data across sources
4. UTM parameters, integrations & JavaScript
5. Put data in context at the account level

40. THANKS!

41. QUESTIONS