MktgOps is in the process of moving list imports to a self-service and automated model. We are still manually importing, but the future state will remove Mops uploading lists. For
event related imports, please default to the
self-service procedure as noted in the handbook and event-clean-upload-list issue template but ask for assistance from MktgOps, if needed. For
general list imports, please continue using the issue template found in the Marketing Operations project titled general-list-import-request.
Currently, 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:
|Import Method||SLA||Submission Instructions||Operations Instructions|
|Zoominfo w/in SFDC||self-managed||Instruction video how to do this can be found in the handbook||Not applicable|
|csv file||Accepted by OPS - 24 business hours
Upload to SFDC - up to 5 business days
|Use MktgOPS general list import request template, format as a Google Sheet (Gsheet) & place link to Gsheet in issue
Written Instructions how to use template
|Ad Hoc Upload|
|List from Field Event, Sposorship or Advertising||Accepted & uploaded by OPS - 24 business hours||Use MktgOPS event clean and upload issue template, format and clean csv per instruction & place link to Gsheet in issue
Written Instructions how to use template
|Field Event Upload
Alliance Event Upload
|Zapier Connection||2-3 weeks prior to start date||Use Zapier Request issue template||N/A|
The SLA for each import method has been decided based on the perceived optimal response time. The turnaround time for an
Event, Sponsorship and or Advertising list upload is deemed a high priority due to the nature of necessary
SDR outreach on "warm" prospects. If a list of prospects cannot be considered "warm", please expect a turnaround time of the listed 5 day SLA and use the appropriate template.
#mktgopsslack channel to discuss options.
last namesthat appear more than once in green for faster duplicate detection
FALSE. Be advised, this does not work for all email domains
GitLabare listed as
Company Namein red
USinto full names
Countrynames match with each other in green for faster typo detection
Required Dataand not including this data is grounds for refusal
DO NOT MAKE CHANGES TO THE ORIGINAL SPREADSHEET OR INPUT DATA INTO IT. MAKE A COMPLETE COPY AS INDICATED IN THE LIST UPLOAD ISSUE TEMPLATE
The following data cleanup is required for any list prior to sending it to the Marketing Operations team. If your spreadsheet/data does not meet these guidelines it will be returned to you to fix prior to being uploaded.
Countrythat are not
Statefield deleted or cleared as it will create conflicts and will not sync to SFDC
Opt-in = TRUE, a record of the terms and conditions the leads agreed to upon having their data collected must be recorded. Check the
terms of servicewording has been recorded in the upload issue before opting in leads to receive marketing communications. No ToS, no
Opt-in. Period. To find the appropriate language, refer to Marketing Rules and Consent Language
Opt-in = FALSE
Opt-Inempty if no other option is available
Steps (also documented in How it Works tab of the spreadsheet):
Duplicateinto a new tab for additional cleaning
FALSEin 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.)
edit accessof the spreadsheet to the relevant MktgOps member
.us, and those can be ignored
Video of how this works tbd.
Job Titleremove "self", "me", "n/a", etc
Phoneremove obvious junk numbers 0000000000, 1234567890, etc
Stateshould be empty unless
Phonedo not substitute the ACCOUNT
Phoneand vice versa. Leave it blank.
Email Addressand remove duplicates.
Opted-in. No exceptions
opted-into receive communication and cannot leave room for nuance
Washington DCis a
Statevalue and is not to be split up between
Zip Codescontain five (5) numbers, States in US East may start with a
0, make sure the
Zip/Postal Codefield is plain text and the leading
Last Event Notescolumn, add the
SFDC campaign nameto the column titled
Last Event SFDC Campaign Namefor each lead that has notes. If there are no notes for that lead, do not add anything to either column. This column is used to automatically move notes to the
Qualification Notesfield found on lead and contact pages in Salesforce. That field is not overridden like the
Last Event Notesfield and it's where we can keep the notes for much longer.
We strive to gather as many notes as possible about each person who stops by the GitLab booth and talks with us. In an effort to speed up our list upload process, when notes are present, the campaign member status should ALWAYS be
Follow Up Requested. The FMM no longer needs to read through the notes and make a judgement call on the status. If there are notes, campaign member status should ALWAYS be
Follow Up Requested.
With a record marked as
Follow Up Requested, this will score the record with 100pts, as noted here, which will then in turn show up in the Sales Dev's team P1 (Priority 1) view. The Sales Dev team is happy to have potential unrelevant records routed to them in an effort to speed up the records getting to them.
Its also super important that if there are notes, the notes are clear to someone who both was onsite and those who were not. Think to yourself, if someone was not there onsite, will they know what action to take as a result of these notes?
leave blank(determines if leads are legally signed up for GitLab's marketing emails)
Accounts, but those tools are not guaranteed to work, so if the data can be found at the source it is preferred. Lastly, while it is less likely to have an upload refused due to missing this data, missing this data is still considered grounds for refusal by the MktgOps team. The recommended information is as follows:
Employees Bucketincludes the following groups:
Num Employeesand this will automatically update the
Employees Bucketfield if blank.
If this import is part of a Channel or Alliance marketing campaign, you must include the
CRM Partner ID as a column in your list upload. You can find a list of these IDs here
If the lead is not associated to a partner, leave that field blank.
At time of upload, a campaign should already exist in
Marketo . Campaigns are to be created by the campaign owner. For a running list of campaign templates, go here.
In order to assure proper attribution of
MQL Scoring and
Last Interesting Moments, perform the following checks before any uploads occur:
Campaign Owneron the
upload issueto ask for campaign creation
tokensare filled in, which are found under the
My Tokenstab in the main campaign
Tokensare used via
Smart Campaignsto apply
Last Interesting Momentsto all leads whom appear in the campaign. The minimum
tokensthat should be used relate to the campaign's
Landing Page URL. Without these filled out,
Last Interesting Momentswill fill in permanently
Static List(s)in which to load lead list(s). The
static list(s)should be renamed to resemble the program name. Depending on the campaign template, there may be more than one
static listavailable. Some templates have been automated in a way that will fully launch relevant
Smart Campaignsto append all relevant data, including
Campaign Member Statusesand other important fields
Smart Listfor finding loading errors, or leads Marketo perceives as
duplicates. If the
Smart Listlist is not present, create a
Smart Listwith the following filters:
Member of Program = current program nameand
SFDC Created Date = is empty
Smart Campaignthat triggers a
flowwhen leads are added to the campiagn's static list(s). This flow should set to append data to all of the following fields if the fields are empty ONLY:
Person Source(same as
Initial Sourcein SFDC). This
Smart Campaignshould end with a
Wait 5 Minutesfollowed by
Change Program Status: Registered -> No Show
Smart Campaignto add an
Interesting Moment. Check there are enough
flowsto activate for each
Campaign Member Statusthat appears on the list. Usually these include, but are not limited to:
No Show. A general rule is to not include
Marketing Nominated. The previously mentioned
tokenswill be used to apply the full event data of the
Interesting Momentsto the leads. Depending on the template, sometimes this
Smart Sampaignand the previously mentioned campaign are one and the same
Locationscolumns, such as punctuation,
self, etc, from the Google sheet before uploading. Check for any remaining duplicates and missing
Required Data, pinging the
campaign ownerto fix, as needed
Opt-in=TRUEif the agreement to be contacted has been recorded in the list upload issue. Leave blank otherwise
Campaign Member Statusand then divide the whole list into separate tabs for the different statuses, eg.
Registered/No Show, etc
static listand match up the fields on upload. These fields should mostly match automatically
one static listfor the program, change the
Campaign Member Statusesfor each uploaded list before uploading the next. If all leads were uploaded at once and this is not possible, create a
Smart Listand filter by
Email Addressas a way to distinguish and change to the correct statuses
No Showleads as
Registeredbefore setting them to
No Show. Otherwise, they will not receive MQL scores. Check if a
Smart Campaignchanges the status to
No Showbefore finalizing and if not, switch status from
Smart Campaignshave ran, including the often automated
Program Status: Registered -> No Show, turn off the activated
Smart Campaignsby "unscheduling" them
Loading Errorssmart list for any potential lead loading errors.
Person Detailson any leads that show up on the smart list and correct the error. If Marketo indicates a
duplicate, change the name on the lead by adding random but easily identifiable characters to the last name and manually force the lead to sync with SFDC. Find the lead in SFDC and merge it with the pre-existing duplicate. If there is a differing
email addressbetween the records, add the new
email addressas a secondary email. Add to SFDC campaign with the appropriate
Campaign Member Status, if necessary
campaign tag, or Marketo program name, into the lead view's
campaign namefield to view leads as a list
pub-sector-isrSlack channels, depending on the campaign's intended
Regionlabels for private sector posts
In the event that a manual upload needs to occur for operational needs:
Non-Event List Loadsfolder
Channelfor the task. For most non-event uploads,
Operationalprograms already in place are listed below with links. This section will be updated on a needed basis:
In Marketo there is a an option to choose trusted or non-trusted sources. Non-trusted sources are for list uploads that we are not confident in the data points given to us. For example, if we are loading a list with inferred country data from IP, we do not want it to overwrite our current location data that is more accurate. Blocking updates allows for a field to be updated if blank, but will not overwrite a field that already has a value.
Here is the list of fields that are blocked during a non-trusted import. If you would like to add more fields, please file an issue with the mops team.
Channel and Alliance Marketing team leverages Impartner's showcase feature to create co-branded resources for GitLab and channel partners. In the primary phase, we are taking a manual approach to import the list into Marketo. We are working towards syncing Impartner with Salesforce for lead creation in the upcoming phase.
The list importer will require an admin role called
Leads Only to retrieve the list.
|Conversion Type||Marketo/Salesforce Campaign Name||
|Free Trial||Impartner - Trial - Self-Managed||free-trial||Trigger Campaign|
|Talk to an Expert||Impartner - Request - Contact||talk-to-expert||Batch Campaign|
|eBook Download||Impartner - Gated Content - eBook||download||Batch Campaign|
Step 1: Retrieve the Lead List from Impartner
Step 2: Clean the Lead List
CRM Partner IDand
[Impartner] Web Form.
Step 3: Import the Lead List to Marketo
Lead List to Impartnerlocated in the Database.
None, then Import.