The MktgOps team is responsible for importing records into Marketo for both field events and prospecting. List imports are processed in Marketo which has native matching by Email Address functionality.
Field event list uploads are to be done before any kind of follow up or outreach is done so we can ensure proper order of operations & attribution is given correctly.
There are three primary ways to import records into the database:
If a last minute request, please open issue any way and ASK for a faster turnaround or ping OPS in #mktgops slack channel to discuss options.
The following data cleanup is required for any list prior to sending it to the Operations team. If your spreadsheet/data does not meet these guidelines it will returned to you to fix prior being uploaded.
Preferred format is .csv, but will accept an .xls, or .xlsx - provide as Google Sheet DO NOT upload the file directly on the issue
use lookup of SFDC-accepted state/province and country
alert to any duplicate email addresses, gitlab email addresses, or possibly inaccurate email syntax
Steps (also documented in How it Works sheet):
Keep your data in the original export version so you can always check back on an untouched file
Use the "DROP IT HERE" tab to drop your relevant data into the matching blue columns in the left-most rows (i.e. copy the column in your file for "First Name" and paste it in the column "First Name")
Do not add or delete any columns that are present on the spreadsheet. The data must remain in the column order as presented.
Do not touch any rows with the green column headers. These contain formulas that will reference your inputs and provide you with proper capitalization (see clarifications below for more detail), as well as data entry that is acceptable for Salesforce, and check the syntax of the email provided by your event organizer.
Check for any ""warnings"" highlighted in red in the green columns - if there are none, you are good to go! (If there are highlighted cells, follow the instructions in the Warning Handling steps below. Correct the errors and then proceed.)
Copy the columns with the green header and PASTE > VALUES into a new sheet of your original doc.
Pass this to MktgOPS for next step in the list cleaning process.
Email Syntax: If the syntax of the email is not met (meaning it includes @ and a relevant ending such as .com or .co.uk or .io) it will be listed as FALSE and the email can be updated to make it ready for upload.
GitLab emails: If the person has @gitlab in their email address, they will appear Orange, and should be removed from the list.
Duplicate Records: If the person is a duplicate based on email address, they will appear Red, and should be removed from the list.
In Marketo, navigate to the static list file and Select All records.
Under the Person Actions menu, navigate to Marketing -> Change Data Value
In the lightbox, Attribute = Alliance Record / New Value = true -> then press **Run**
The Alliance Record checkbox activates:
Correct ownership assignment in LeanData
Suppression of records in general Marketing communication
Ad Hoc Import
Acceleration Team Monthly Import
The Acceleration Team has list import requests every month for their target patches. They presently are using a modified version of the Ad Hoc import template.
SLA of 5 business days does not apply to the monthly imports as there are multiple lists per issue & multiple issues per month
Lists are raw data dumps from DiscoverOrg & not cleaned up
In Marketo & SFDC there are two programs/campaigns set up to handle these imports. If you are coordinating efforts with another Ops team member be sure to clarify who is using which program/campaign to avoid commingling of records.
Please do not make any changes to the programs, campaigns or related workflows without talking to MktgOps first.
Verify that you have Edit access to all of the GSheets shared by the Acceleration team, if not ping the Sheet owner in the issue and request.
Clean up list to remove any columns not needed, update Field Names to Marketo compatible values.
Sort list by Email Address -> remove any lines without Email Address provided (we do not upload any record w/o Email Address it is our unique identifier across all systems)
Sort list by Phone -> check to ensure all values are correct format (plain text, XXX-XXX-XXXX or (XXX) XXX-XXXX), if there is an extension it should be obvious its an extension with either an x or ext.
Sort list by Country -> if Countrydoes not equal United States or Canada remove the value in State
Sort list by Billing Country -> if Billing Countrydoes not equal United States or Canada remove the value in Billing State
Update State and Billing State values to be full name not abbreviation
Select all -> Data Remove duplicates -> check "Data has header row" -> only select Email Address field as the duplicate value to analyze
Once list is clean in GSheet download as csv
IMPORTANT make sure both the SFDC & Marketo list are entirely empty & program has NO members before starting import.
In Marketo, update the Smart Campaign - Flow Step 6 Sync Person to SFDC. Assign to needs to match the list owner as the campaign will trigger as soon as the list is uploaded.
Click on the List in List Actions menu click Import List
In the lightbox that appears:
Select Browse: and choose the csv list you just downloaded
Leave all other dropdowns with default values
Review the Marketo Field matches
If there are any --IGNORE-- use drop down to update selecting correct field, unless they are intentionally skipped
Aquisition Program = Acceleration Upload - Ops 1 or Acceleration Upload - Ops 2 (we do not use Marketo Revenue Modeler but please fill in for accuracy)
Marketo import will be running and associated Smart Campaign will immediately trigger.
Wait for the sync between Marketo<>SFDC to finished processing list
In SFDC, the Responses in Campaign should MATCH the number of records uploaded into Marketo
Use the Acceleration Upload LEAD and CONTACT views to verify:
Owner matches the Acceleration SDR owning the list
Person Source value is not blank &/or is set to DiscoverOrg
Status equals Raw if net new record
From SFDC you will Import to Outreach
Select all records in SFDC
Click Import to Outreach button
Outreach Everywhere window will open - may ask to import records click "import" -> if errors see troubleshooting section
Select all records in Outreach Everywhere, if more than 50 you will need to click link to "apply to all"
Click the ... and select Add tag - first import you will need to paste requested tag from issue; all subsequent imports you can select the tag
Close window when done
Repeat above step for all records in both views
Navigate to new tab with Outreach open
Click to Prospects and clear all default filters
In left side menu, navigate to Tags and select the appropriate tag for that list
Copy the Outreach URL and paste into the List Import issue.