Kickstart your Marketo clean-up: data hygiene best practice tips

Marketo data hygiene
Adam Kemlo
Lead Consultant - EMEA & APAC


There’s never a bad time to start practising good data hygiene and polish up your Marketo platform – especially when you consider that you and your team could be 20% more productive each week if you gave the data set in your Marketo instance a thorough clean.  

Not to mention the huge cost of dirty data for businesses. 15% to 25% of revenue; skewed lead scoring, bloated fees, poor email deliverability and incorrect reporting… and that is just the start of it.

It’s about time we stopped letting bad data hygiene cost our teams valuable time and money.

Here are four data hygiene tips to kick start your Marketo spring cleaning:

1.ㅤOrganise your instance

First things first. Is to make sure your instance is organised.

Go through your campaigns and into each folder within the campaign. Check your lists, reports, and assets. Get rid of any duplicate assets or tests and bin any unnecessary assets, anything that does not work, or that is not a final version of an asset.

Don’t forget about your global forms or templates in Design Studio – check your test forms and test templates as well.

Our suggestion? Set a timer and give yourself fifteen minutes a day to do this. If you spend 15 minutes a day tidying up your instance, you’ll total 5 hours of cleanup time over a month. It’ll be time well spent when the time comes to duplicate any campaigns, assets, or lists

2.ㅤClean Your Data

Go through your Marketo data and identify all unsubscribes, all invalid emails, and all records you don’t want to do business with. Then delete them – yes, you read that right! These records are clutter and are artificially driving up your contact band.

Before you delete them, confirm whether they are needed for reporting or if they should remain in your CRM! (If that’s the case, set up a custom sync filter to ensure control of the flow of records between your CRM and Marketo, and make sure you let your CRM know about the bad data).

3.ㅤAutomate your tasks

Marketo’s powerful automation works for tasks beyond your campaigns and events. You can easily create lists to pull data out that needs to be purged or cleaned. Beyond invalid email fields or empty email fields, you can also create lists to monitor soft bounces (keep an eye out for records that net multiple soft bounces in a 30-day period) or hard bounces, marking them as Suspended or Invalid in Marketo.

You can also set up data management flows that correct data values – some common fields where this might be helpful include Country, Number of Employees (to Employee Range), Bad Lead Source to Good Lead Source, and translating old field values to a new field (Full to Empty).

4.ㅤClaim your free data hygiene report

Get access to a visual insight into your current database size and quality. Discover more about your data and utilise our data hygiene recommendations and quick wins to get back to a squeaky clean database, increase visibility and better results.

Sign up to get your report

One thing to remember before you begin your spring cleaning

Cleaning your Marketo doesn’t have to happen overnight. This is a process that can (and should!) take some time. However, by breaking down some basic data hygiene best practices into manageable tasks, you can make a real difference in how efficiently your team manages day-to-day activities – and gets more value – from Marketo.

Keep up on top of your Marketo data hygiene with our download our 5 data hygiene must haves guide for more sustained best practices.