Data Management

Your data is growing exponentially – how do you manage it all? Check out these resources on best practices and methodologies for effective data management, and start getting more from your vast data repositories.

  • The Case for Creating Duplicate Leads in Eloqua and Salesforce

    The Case for Creating Duplicate Leads in Eloqua and Salesforce

    If duplicate leads are known to cause confusion, waste resources and even lose sales, why would anyone ask to make it easier to create them intentionally? As it turns out, there are use cases.

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  • Tips for Cleansing Your Account Engagement (Pardot) Database

    Tips for Cleansing Your Account Engagement (Pardot) Database

    Keeping your Account Engagement (formerly Pardot) database clean can feel like a never-ending, herculean task. However, maintaining an uncluttered database is worth putting in the time and effort.

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  • 6 Steps to to Fixing a Broken Marketing or Sales Operations Process

    6 Steps to to Fixing a Broken Marketing or Sales Operations Process

    True transformation comes from diving deep into the history, people, practices and tools that make up an organization’s marketing operations. In this I've documented this step-by-step sequence...

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  • Beneath the Surface of Marketing Automation App Development

    Beneath the Surface of Marketing Automation App Development

    Back in 2009, Apple trademarked the phrase “There’s an app for that,” spurring a running joke that there’s a mobile phone application for anything a person might possibly need. If the joke was true...

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  • How To Extract Leads From Marketo Using Python

    How To Extract Leads From Marketo Using Python

    Want to automate tedious and repetitive tasks with programming? In this article, Rick Segura covers how to develop a process that extracts lead data from Adobe Marketo Engage in the...

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  • Why Segmentation Is Critical to Personalization and Engagement

    Why Segmentation Is Critical to Personalization and Engagement

    For decades, marketers only targeted audiences using minimal information about them – for example, age and gender. Sure that was better than “spray and pray,” but it didn’t allow for the one tactic...

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  • It’s Time to Go with the Flow: Salesforce Is Retiring Workflow Rules and Process Builder (and Yes, This Matters to Marketers)

    It’s Time to Go with the Flow: Salesforce Is Retiring Workflow Rules and Process Builder (and Yes, This Matters to Marketers)

    Last fall, Salesforce announced at Dreamforce that they’re planning to retire Workflow Rules and Process Builder. For those of you... The post It’s Time to Go with the Flow: Salesforce Is Retiring...

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  • Data Governance Is a Bigger Priority Than Ever Before: A 3-Step Primer on Master Data Management

    Data Governance Is a Bigger Priority Than Ever Before: A 3-Step Primer on Master Data Management

    Organizations’ data typically degrades about 20 to 30 percent annually, but this number is about to increase at a much... The post Data Governance Is a Bigger Priority Than Ever Before: A 3-Step...

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  • 6 Daily Rituals to Keep Your Marketo Instance in Tip-Top Shape

    6 Daily Rituals to Keep Your Marketo Instance in Tip-Top Shape

    We hear it from doctors, veterinarians, and mechanics: simple preventive measures we take now can help prevent more serious issues... The post 6 Daily Rituals to Keep Your Marketo Instance in...

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  • Is Your Data Codependent? Clean Up Your Marketo Database by Identifying and Removing Dependencies en Masse

    Is Your Data Codependent? Clean Up Your Marketo Database by Identifying and Removing Dependencies en Masse

    Is your Marketo platform drowning in unnecessary fields and assets? Have you tried to delete, hide, or archive the ones... The post Is Your Data Codependent? Clean Up Your Marketo Database by...

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  • 3 Types of Data that Help you Make Meaningful Connections with Prospects

    3 Types of Data that Help you Make Meaningful Connections with Prospects

    As the competition for consumers’ mindshare continues to intensify, attracting and converting new business requires more than a well-planned marketing... The post 3 Types of Data that Help you...

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  • Out with the Old, in with the New: 9 Questions Your Data Retention Policy Must Answer

    Out with the Old, in with the New: 9 Questions Your Data Retention Policy Must Answer

    As marketers, we’re accumulating more data, more assets, and more engagement history from more systems. It’s getting costlier and more... The post Out with the Old, in with the New: 9 Questions...

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  • How to Implement Effective Data Management to Enable Data-Driven Marketing

    How to Implement Effective Data Management to Enable Data-Driven Marketing

    Learn how to implement effect data management with this guide!

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  • 7 Steps to a Healthier Marketing Database

    7 Steps to a Healthier Marketing Database

    Bad data can thwart the best marketing campaigns. Only 6.6 percent of marketers believe their data is clean and up to date. Is yours?

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  • 6 Ways to Take Advantage of Intent Data in Marketing and Sales

    6 Ways to Take Advantage of Intent Data in Marketing and Sales

    “Human behavior flows from three main sources: desire, emotion, and knowledge.” Greek philosopher Plato is our oldest (albeit unintentional) B2B... The post 6 Ways to Take Advantage of Intent Data...

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  • Humanizing Your Data: Turn 1s and 0s into a Human Connection

    Humanizing Your Data: Turn 1s and 0s into a Human Connection

    The competition for your prospects’ mindshare has become more and more intense over the past several years. I’m not only... The post Humanizing Your Data: Turn 1s and 0s into a Human Connection...

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  • Bringing Order to Chaos: 3 Ways to Manage Multiple Business Units and Regions in Your Marketing Automation Platform

    Bringing Order to Chaos: 3 Ways to Manage Multiple Business Units and Regions in Your Marketing Automation Platform

    As your business continues to grow — and your contact database along with it — there will come a time... The post Bringing Order to Chaos: 3 Ways to Manage Multiple Business Units and Regions in...

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  • Improve Your Data, Improve Your Customer Experience: 6 Steps to Reach Data-Driven Marketing Nirvana

    Improve Your Data, Improve Your Customer Experience: 6 Steps to Reach Data-Driven Marketing Nirvana

    Over the past few years, there’s been a huge push for marketers to create a more holistic and seamless customer... The post Improve Your Data, Improve Your Customer Experience: 6 Steps to Reach...

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  • 8 Steps to Get a Handle on Duplicates in Your Marketing Automation Platform and CRM

    8 Steps to Get a Handle on Duplicates in Your Marketing Automation Platform and CRM

    Duplicate data records in your marketing automation (MA) platform and CRM can be costly in significant ways. Bad data quality... The post 8 Steps to Get a Handle on Duplicates in Your Marketing...

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  • Subscription Center Best Practices in the GDPR Era

    Subscription Center Best Practices in the GDPR Era

    The introduction of the General Data Protection Regulation (GDPR) in Spring 2018 strengthened data protection rules in the European Union,... The post Subscription Center Best Practices in the...

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