Aromerge – what is it and how does it work?

James T Fletcher
CEO, Principal Consultant


This post answers the audience questions from our webinar about developing a long-term training strategy, which took place August 19th 2021. You can also watch the full webinar on-demand.

What is Aromerge? 

Aromerge is our tool that automates the most tedious data-handling tasks you’ll be faced with when using Marketo Engage. It includes 3 products that let you merge duplicate Marketo records automatically, create recurring data feeds into Marketo, and set up recurring data feed exports out of Marketo without having to lift a finger.

How long does it take to set Aromerge up and run?

No more than 24 hours. And once it’s set up, the idea is for it to run in the background and refresh your data weekly without you manually getting involved.

Will I lose any data if I use this application? 

Aromerge uses the APIs in Marketo to merge records together. It combines the activity log so you’re merging ALL of the information across records. When you do this in Salesforce, you will lose marketing intelligence in the deduplication process – you’ll also end up with duplicates still sitting in Marketo Engage that aren’t attached to a Salesforce record, meaning that you’ll still have a separate cleanup issue.

How many data hygiene rules do we need to set Aromerge up? 

There’s no specific number as it’s really dependent on the number of processes and steps you want to automate. We’d recommend steps that map out and standardise data that syncs with your CRM through Marketo. 

What’s the best way to look at managing all the different steps of data hygiene and progression changes in your database?

We tend to split data management into stages of the customer lifecycle, keeping rules that move our leads through the stages of our revenue model as we obtain more information about them. These rules help us to visualise where leads are in our sales funnel through our business revenue model, knowing if and where we’re converting. Data hygiene rules mean this is regularly refreshed and as accurate as possible.

All this helps us to better align (and automate changes in) our customer journeys with our CRM data.