Exactly How Bad is Bad Data for You? Step-by-Step Tips to Delete Bad Data

Bad data is detrimental for any marketing program. Even worse, bad data that ranges from duplicate data, incorrect data, broken links, missing files, corrupt files, outdated and invalid data exceed the limit and burden the database and marketing budget.

According to an estimate by Sirius Decisions reveal that organizations spend about $100 for data maintenance in their database, including those bad data records. Approximately, 20% data are inaccurate with 100,000 records in a database which cost about $2M of the marketing budget. In addition to marketing costs and oversized occupancy, bad data affects a brand in many other ways – unnecessary software expenses, poor marketing performance, system slow down, and inaccurate segmentation and personalization are just a few to mention.

Bad Data hinders marketing performance

One of the areas where bad data badly affects performance is low click-through rates and engagement with the audience. Bad health of your database will deter your marketing results and degrade them below the industry standards if your marketing campaigns are based on a range of prospects who might not need your products or offerings. Also, if your data set comprises invalid data, then bounce rates will increase and your campaigns will suffer from poor email delivery and negative reputation. Thus, overall performance and results of marketing campaigns will take a downturn due to bad data range.

Bad Data increases software costs

Do you often see this message pop up in Marketo, or other platforms, stating “You are over your data limit”? If you do, then blame it on bad data which is causing your platform to exceed data space allocated to your package. You may use some SAAS platforms for diverse marketing programs and campaigns including marketing automation, CRMs, ABM, and any other which charge you based on the data range. And as the number of records and campaigns grow, requirement for a larger database increases. At that, with 20-30% of the data set containing poor data, your company is spending more on those software subscriptions than is required.

Bad Data Leads to Poor Segmentation/Personalization

Are you running your marketing segmentation and personalizing your campaigns based on poor data? Then, your campaigns are doomed to failure as your segmentation data may contain inaccurate, duplicate, outdated or invalid data which will hinder delivery of personalized experience. Thus, your campaign is performing no better than a generalized campaign.

Slow Marketo performance due to bad data

All marketing and CRM software platforms perform at its peak in the first six months. Later, these platforms start slowing down with consistent use and data addition and alteration. Each of these platforms are used for updating records, syncing data, segmenting data, creating and running campaigns, measurement and optimization and other marketing activities. And each of these activities takes power and results in addition to additional records with every campaign. Thus, the bigger your database swells, the longer your SaaS platforms take to process data and activities, leaving your system less efficient.

For example if your Salesforce platform is working with as large as one million sized database, small changes made on records will impact the entire database and all data will automate a data sync with the Marketo platform to complete the data update process. Thus, your software platform will experience sluggish performance issues.

If your bad data is ruining the results and eating up hundreds of dollars from your marketing budget, then here is what you need to know. Check out the following step-by-step instructions to delete or trash bad data to prevent loss of performance, resources and effectiveness of your Marketo campaigns.

Each step will require you to define the criteria, evaluate and identify processes, and carry out the cleanse to flush out the data.

Step 1: De-duplicate the data

Duplicate data is one major type of bad data you need to focus on – hence, first things first, you need to spot all the duplicate records in your database. If you are using Marketo, then you get a one-time offer to de-duplicate the database. Though Marketo may not let you de-duplicate the data multiple times, it lets you spot duplicate records.

To identify and access duplicate records, you need to create a Smartlist which will detect multiple duplicate records which contain the same email or other contact details. Two types of records can be duplicates within Marketo, which are leads and contact details. To prevent duplicate records in Marketo, you need to choose API or Marketo forms. Another way to prevent duplicate data is by syncing all Marketo leads with the salesforce platform, searching for leads in SFDC by first name or email address and then updating the data. You can also import all lists in Marketo by selecting ‘Normal.’

Step 2: Get rid of records which do not have email addresses

Your Marketo platform may contain some records that are devoid of email addresses. Since you cannot send them emails, you cannot include them in your campaigns. Hence, those records are unnecessary data that you need to purge from your database to prevent the likelihood of duplicates.

In SFDC, lead records that do not have email addresses are not marketable and thus, get removed after 30 days. However, contact records need complex analysis. For example, if you have an account payable contact that does not have an email address, the address cannot be deleted since the address can be used for billing. Some records you may need to remove from Marketo, but need to retain in Salesforce in order to lessen the risk of removing data crucial for the sales team, but not for marketing activities.  If you want to delete records from Marketo, but retain them in Salesforce, then you need to set the criteria in Salesforce so that that data will not get synced with Marketo unless an email address is available with those records.

Step 3: Eliminate recently removed Salesforce data

By default, records that are deleted from Salesforce do not get deleted from Marketo automatically. To remove deleted SFDC records, you need to create a campaign in Marketo which will run and detect deleted Salesforce records and will purge on spot regularly.

Users can also set up automated batch campaigns to cleanse data and repeat the process weekly. You may keep the process monthly in case you need to trace some deletion occurence in Salesforce.

Step 4: Get rid of disqualified data

In this step, Marketo users need to detect disqualified data and eliminate them to maintain good data health. For this, you need to set up a process that will identify if the disqualified data is bad data.

You can set custom criteria to avoid the risks of deleting recycled records that were mistakenly marked as ‘Disqualified’. You can also choose to delete disqualified data based on reasons of disqualification.

Step 5: Delete hard bounce data

Many marketers choose to delete contact data when the email bounces on that email address – should you? For certain reasons, you may not. Some records that had bounced you may want to retain for reporting purposes. You may need to send those addresses a few more emails to extract data from bounced emails. One way of deleting bad bounced data is to delete data when the ‘Email Invalid’ turns true.

Step 6: Get rid of Inactive records after reactivation campaigns

That’s true, marketers should not delete data if a contact has stopped activities with your emails. There are many ways you can run reactivation campaigns to encourage response and engage with  your correspondence, content, offers or products. After multiple reactivation campaigns, you need to determine the following: if those contacts are inactive over the span of 15 or more months; if you don’t find any opportunities for activities; if those inactive records are Salesforce leads only; if those records are no longer part of any lifecycle stage. You need to perform this as a one-time process to delete inactive data once you have set the criteria. You can also run this process quarterly or yearly to remove and repeat the process to get rid of inactive data as per the set criteria.

If you need to delete bad data and maintain good health of your database in Marketo by using professional assistance, you can discuss strategy with our Marketo certified experts (408) 502-6765. Check out more tips, tricks and updates on our social pages LinkedIn, Twitter (@ShowMeLeads) and Facebook. Keep in touch with our leaders Madhu Gulati on LinkedIn and Twitter (@mgulati) and Prash Shenoy on LinkedIn and Twitter (@shenoyprash) to get in know of the latest Marketo and ABM updates.

Turn Your Webinar Into a “Lead-Generation Machine” with Marketing Automation

In our previous article, we gave “reasons why” you should use marketing automation to track your webinars. In this article we’ll discuss the different ways to do it.

Topic selection

Marketers can select topics for webinars based on their respective marketing goals. Do you want to offer lucrative incentives to convert your leads? Think about what you could offer in exchange for information, such as a live demo of your products through the webinar. Or rather, consider if you want to establish thought leadership in the market through your webinar content.

You can gain insights from your marketing and customer support teams to know what interests your customers and prospects, and what their problem areas are that you need to focus on – then, you can select a webinar topic around these areas.


With the right marketing automation platform, all the webinar contacts and leads will be automatically updated to the record. Aside from the additional information, here are a few other ways you can build one-on-one rapport with webinar attendees:

  • You can source behavioral statistics on your leads in order to take necessary follow-up actions. For example, you can send a “thank-you” email to all attendees, which may include perks such as links to a recorded version and other readily available resources.

  • Similarly, to those who have registered but not attended but registered, you can follow up with a “miss-you” email, which may also contain a link to the recording of the webinar presentation so that they can still engage with your content and take actions as guided in the webinar.

  • Moreover, marketing automation software assigns score to leads based on their activities and interactions such as, their registration, attendance, no-show, responses to your follow-up communications, visiting your webpages etc. Thus, marketing automation platform helps by adding or deleting your leads and prospects from the email list to an engagement program list when nurturing is required as well as when the leads are ready to purchase. The software will even assign leads to the sales funnel, for sales representatives to follow them up.

In addition to planning, execution, content and messages selection, following up with leads, marketing automation platform is a great tool to reuse, recycle and repurposing the webinar content to retarget the audience. You can reuse the webinar recorded version or the presentation as a SlideShare content or simply embed in your website as a video or on your YouTube channel.

Still later, you can promote the video through your blog to further share and boost engagement with your prospects by repurposing the content.

How are you creating and using your webinars? You can get creative ideas and professional assistance from webinar experts at ShowMeLeads to get your webinar perform and become a lead generation machine. For more information, check out our webinars white paper – or call (408) 502 6765 or connect us via Facebook, Twitter, and LinkedIn to stay on top of all latest trends, updates, and tips on marketing automation platforms

How to Maximize Lead Generation by Integrating Webinars with Marketing Automation

Webinars, or webcasts, are seminars that are broadcast live over the internet. Webinars are a form of free online content that you can offer to attract more leads, and more sales, than any other online content. Webinars are generally educational, mini-course online videos that impart various kinds of tips and training. As well, they are extremely interactive, enabling viewers to ask questions, post comments live and get answers from presenters and speakers, right when the show is running.

That’s why about 20% of webinar attendees can be converted into customers for your product or services. As live content, webinars enable viewers to pay greater attention to the content than blog articles, emails, or newsletters, and so typically, viewers do not miss any information. And greater engagement leads to greater conversion.

A study by the webinar and web conferencing platform ReadyTalk reported that webinars are capable of generating as many as 20% to 40% of an organization’s qualified leads, and more than 60% of B2B businesses rely in webinars to generate leads. This lead generation potential can be significantly increased by integrating webinars with a marketing automation platform.

Why use a marketing automation platform for webinars?

With a marketing automation platform, the benefits and prospects of lead generation can be multiplied in the following ways:

  1. It’s possible to automate all the emails for a webinar,  including first and subsequent invite emails, confirmation emails, reminder emails, post-webinar emails well in advance of the event. This saves time all through the process.

  2. With emails automated well in advance, marketers can dedicate their time to creating engaging, educational and goal-driven content for webinars as well as working on growing email lists.

  3. With marketing automation software, marketers get all data on the number of registered users, attendees, no-shows and leads generated through webinar events automatically with the platform. With insights and data available, marketers can avoid repeating emails and offers to same group of recipients. They can sort through people who have registered with the first email and send subsequent invite mails to those who have not registered; similarly, marketers can track of attendees who inquired or showed interests and requested for video recordings of webinars etc.

  4. Marketers can also create multiple landing pages and forms for various stages of invite, registration, confirmation, and for other purposes. With prior planning of designs, templates, messaging and content for their landing pages, marketers can effectively attract and engage their targeted audience and achieve their marketing goals with webinars.

  5. Keeping track of which contacts and subscribers express interest in which offers and products enables marketers to further personalize their messaging. Also, marketers can access products and email contacts that are generating more revenues and optimize marketing campaigns based on those insights.

A marketing automation platform helps running webinar events right from the beginning, from the selection of engaging topics to repurposing content, tracking conversions, and more.

You can get creative ideas and professional assistance from webinar experts at ShowMeLeads to get your webinar perform and become a lead generation machine – call at (408) 502 6765 or connect us via Facebook, Twitter, and LinkedIn to get informed of all latest trends, updates, and tips on marketing automation platforms.


6 Strategies for Booming Holiday Email Marketing Campaigns

Halloween is officially the commencement of the holiday season and with Thanksgiving is only weeks away, it’s time of the year when marketers gear up for their holiday marketing campaigns. Though all marketers blast their holiday email marketing campaigns, however, not of those emails catch dust either in the spam box or as unread messages under promotional categories. That’s why we wanted to bring you the bunch of tricks which actually work plus dos and don’ts to make your holiday-themed email campaigns collect higher revenues, not dust in recipients’ promotional or spam folders.

Before you get started…

Every successful holiday-themed email marketing campaign follows a data-backed plan and goal which is closely tied to the specific business objective for that season. Hence, the first thing you need to do is to set goals in the form of estimated open rates, downloads, link clicks, or actual conversions. Once you have set the goal, you need the right strategies to set your email marketing campaigns in motion. Here are six strategies to get you started and race for a revenue-driven holiday email marketing program.

1. Leverage progressive profiling for better segmentation

Owing to this technology of predictive intelligence, your email marketing campaigns can benefit from more personalized recommendations. However, your target customers might be shopping for a whole lot of other stuff which is why data received from a subscribers’ history might not provide exact data you need to segment based on their areas of interests during this holiday season. Instead you can simply ask your target audience about their interests and choice of products they will be shopping this year. Hence, first send your subscribers the progressive profiling email which will create an alert for the holiday email which will be optimized to your subscribers.

2. The right set of images on holiday-themed emails

One of the most important elements in a holiday email marketing campaign is images that spark instant connections with subscribers. Photos aid in adding relevancy, sense of fellow-feeling and often triggers an instant urge for shopping. Especially during festive seasons like Christmas, Thanksgiving, Black Friday etc. Hence, it is extremely imperative to add seasonal imageries, preferably your own images and optimized with your brand names and your own messages that appear more personalized for your subscribers.

3. Leverage social media for further interactions

Social media plays a vital role in improving visibility of your holiday email marketing campaigns. The trick is to distribute your holiday campaign across diverse social media channels and make your holiday offers surface on different channels – therefore, even when your subscriber misses your emails, they can be targeted on social media channels where they most frequent. In addition to social media channels, you can also publish your offer on your blogs. Another way to incorporate social media channels is to incorporate social media plug-ins in your emails, if you have not done them yet. You can give a holiday makeover to social media plug-ins by incorporating holiday-themed social media buttons. Encourage your subscribers to make purchases from your social channels by offering an additional social media offer. For example, you can offer 30% for email subscribers and an additional 30% discount for those who purchase from social channels by clicking on your social buttons. For this, you can use social media analytics, for example Pinterest gives data on what people are looking for and are buying during holiday season.

4. Make sure your emails are mobile-optimized

The single factor which may decide the fate of your holiday email marketing campaigns is mobile-readiness. That’s why you need to check how your emails look, feel and function on mobile devices, mobile browsers, on different mobile platforms. Especially, you need to test your emails on newer platforms and browsers to ensure cross-browser and cross-platform compatibility of your emails before you release them. For this you can consider the responsive template of emails – need help with responsive email templates for your holiday email marketing campaign? Call our email marketing and designing experts at (408) 502 6765 now.

5. What about when things go awry?

And that’s why you need to keep an apology email ready for your holiday campaigns. Email marketing mistakes are common and those are most likely during holiday seasons when your team could be pressed for time to run multiple campaigns on diverse channels within a limited span of time. Mistakes such as sending repeated offers to the same prospects or customers, erroneous email copies, links to incorrect pages, faulty navigational links, or date of validity etc., could tarnish the reputation of your holiday campaign, however, a personalized, immediate apology mail delivered to targeted subscribers can bridge the gap and restore their confidence in your campaign. It is best to create an apology email template and make sure they contain the latest logo (if holiday-themed), links to facilitate unsubscribe, links to your website, holiday microsite, social media pages etc.

6. Holiday email subject lines – do’s and don’ts

a. Your subscribers are expecting discounts, offers, coupon codes or other holiday special incentives on your holiday emails – make your message clear, declare the discount or the special offer in the subject lines to lure them to open the email, sign-up, register, or click the links.

b. Optimize your holiday email copies to the theme of the season – use relatable words such as, “spooktacular” for Halloween, “Gobble the offer” for Thanksgiving etc. Hence, it is time to mix trigger the fun with pun in your holiday-special email copies.

c. Do include the season’s top performing and mostly used keywords in the subject line such as, jingles, jingle bell, New Year’s Eve, Black Friday, last-minute Christmas deals etc.

d. Talk to your subscribers through the email subject line – give a personal touch to the subject lines by using first and second person pronouns such as, we, you, your,  our etc.

e. Introduce numbers and offer gift ideas and suggestions in the subject line – for example, “10 Christmas gifts that break the stereotypes”, “5 holiday gift choices that will create memories”, “8 Christmas gift ideas under $25” etc., to fetch the holiday tips and suggestions they are searching for.

f. Beat the bush of vague subject lines such as, “gifts for him” or “gifts for her”, be precise and mention whom the gifts are appropriate for – whether gifts for wife, gifts for husbands, gifts for senior moms, gifts for your identical twins, gifts for expecting moms etc. If possible, also mention the budget the products you want to promote through holiday email marketing campaigns such as, under $50, $25 or $200 etc.

Finally, it’s time to get your creative juices flowing and get creative with every element of your holiday-themed email campaigns, way beyond just the creative holiday theme or templates. Right from the email message copy, pictures, buttons, offers, subject lines, to everything that you can think of can be optimized for the season. Also, do not hesitate to recreate the magic of the past by implementing and tweaking what about your previous campaigns work best to draw your customers and prospects closer to your brands.

If you have yet to plan how to get started with this year’s holiday email marketing campaigns, then our marketers will walk you through the latest trends and creative ideas which will perfectly reflect your holiday promotional goals for this year. Just call us or reach us via Facebook, Twitter, and LinkedIn.