Using the Data.com Enhancer with Marketo

Marketing Rockstar’s Guide to Marketo Page |1
Using the Data.com Enhancer

Marketing Rockstar’s Guide to Marketo

By Josh Hill. © 2012-13Josh Hill. All Rights Reserved. http://www.marketingrockstarguides.com


Chapter 1. Using the Data.com Enhancer

At a Glance
Overview 3

Data.com Setup 3

Automatic Enhancement 6

Enhancing Selected Leads and Fields 9

Chapter Review 16

Recommended Resources 16



Overview
Data.com (or Jigsaw) can be a valuable addition to your quest for better contact details for your Sales team.
Currently, Data.com is the only tool integrated with Marketo that can be used to automatically (or manually) update
selected records. Of course, if Data.com cannot find or match the records in your database with those in its database,
no updates will occur.

At best, the tool can help you fill in a few blanks for some records. Since even a 1% improvement in your ability to
identify and contact prospects can lead to large dollar gains down the funnel, using the Data.com Enhancer can be a
big help.

How you use the Enhancer depends on your database and lead flow. There are two main ways to use the flow action:
1. Enhance all leads (or selected leads) automatically.
2. Enhance selected leads and fields.

Warning: Data.com will Option 1 will update all records if it finds a match, overwriting any existing data if Data.com has that data. Option 2
update all fields it can allows you to select the leads and the fields to update, however, this method is more time consuming since it
unless field blocked. involves careful blocking and unblocking of fields to ensure only missing data is updated.

Data.com Setup
Note: A Jigsaw.com license You need a full Jigsaw.com login to use the Data.com Enhancer in Marketo. You cannot use a Data.com license that
is required, which is not the is already being used inside Salesforce, so an entirely separate licensed “seat” is required. To test this, try to login to
same as a Data.com/SFDC Jigsaw.com. If you can, then you have the correct license. If you cannot, you must either sign up on Jigsaw, or
user seat. contact your Salesforce/Data.com representative.

Once you have a Jigsaw.com username, you can do the following quick steps to integrate Marketo+Data.com.

Step 1: Admin>Integration>Data.com
If you are an Administrator, go to the Data.com manager.



Step 2: Enter Login Credentials
This is your Jigsaw.com login.

Step 3: Review Default Field Mappings
Click Edit Data.com Field Mapping to review the mapped fields. In most cases you will not
have to change anything, but check anyway. Remember Data.com is about Contact and Industry
details, so it will not be able to update any custom information you may require.



Step 4: Press Save
You can now use the Flow action Enhance with Data.com

A Note on the Enrich Flow Step
Generally you will use Enrich with data.com = True. You can, of course, Enrich during any flow if you
want. You can also use Add Choice to trigger an enhancement based on conditions.

The problem with using Add Choice is the Enrich step will update the entire Lead record no matter what you
intended. The following example illustrates this situation:



Regardless of the Smart List you used, Marketo will attempt to Enrichonly if Industry IS EMPTY and will
ignore the rest of the leads. The better way to handle this is to ensure your Smart List included leads where
Industry IS EMPTY, then your Flow will have one action:

Perhaps Marketo will update this flow step to allow single field updates using Add Choice.

Automatic Enhancement
Warning: Do not import or A key benefit with this integration is to setup a campaign to fill in the blanks as you sleep. You must be very careful
update email addresses with this method; I recommend carefully selecting the criteria, timings, and field blocks to avoid updating your leads
since you cannot send with incorrect information.
unsolicited email through
Marketo (or anywhere). That being said, there are several scenarios where you may want to enhance your leads.

Enhance when capturing Blog Newsletter leads who provide you just an email address.


Enhance when capturing other low info Forms (when not using Progressive forms).
Enhance when Lead is Created in Salesforce.com (e.g.: sales team)
Enhance during Webinar Registrations.
Enhance when leads are missing data. (On create or batch)

Auto Enhance with Data.com in Any Campaign
Note: each lead updated
costs 5 credits, or 1 import, Automatic enhancement should be restricted to a specific set of circumstances, such as a Newsletter Sign Up where
you know or can control the number of Data.com imports. You should monitor your credits on Jigsaw.com lest this
so be sure you have
campaign fail because of 0 credits.
enough.

Step 1: Create a Smart Campaign
Call it Enrich on Form Fill Out.

Step 2: Smart List Setup
In this example, use the trigger, Fills Out Form, then select fields that may be empty and your
ISRs need. Here we want to make sure this campaign only activates on leads where Email
Address exists and other fields are Empty.


Step 3: Flow Step: Enhance with Data.com = True

Step 4: Schedule:
Run Once.

Step 5: Activate

Batch Enhance Specific Leads
In this example, we will attempt to enhance a specific group of leads where Industry IS EMPTY. Other
examples are here.

Step 1: Create a Smart Campaign
You could name this Data.com Enrich Once a Day.

Step 2: Smart List
The criteria here could be similar to the Automatic example or could trigger an update if a Lead were a
Member of a List and also just a Salesforce Lead and had any missing data.


Step 3: Flow Step: Enrich with Data.com = True

Step 4: Schedule: Run Once
You could set the Qualification Rule to Every Time, however, this may cause inaccurate data over time
if Sales has more recent data than Jigsaw, which is often the case.

Enhancing Selected Leads and Fields
Note: more often than not, Automatic enhancing of selected leads and fields is not recommended at this time because field blocking for
Data.com won’t match your Data.com updates will prevent any updates, even if the field is empty. To ensure data integrity, I recommend the
records, enhancing few or following steps, which are best used to update specific groups, or lists, of Leads.
none for each field.
Your goal in this section is to update just one field at a time, ensuring that Data.com is prevented from overwriting
data in existing fields.

Step 1: Create a Table like this one to track progress
As you run through these steps, first block, then unblock, enhance, then reblock each field.
Field Name Blocked Unblocked Enhanced Reblocked
State
Job Title

Step 2: Field Block Data.com on all key fields
I usually field block the following list against accidental Data.com updates:
Name
Address
Street
City
State
Postal Code
Country
Job Title
Industry
Employee Count
Annual Revenue


Marketing Rockstar’s Guide to Marketo P a g e | 10
Company (even though it shouldn’t update)
Lead Source (critical for existing leads).
To field block, you must be an Administrator.

Step 3: Login to Jigsaw.com

Step 4: In Jigsaw, Go to My Contacts Purchased to monitor progress


Step 5: Create a Smart Campaign for this run
You could name it Data.com Enhancer for Webinars.

Step 6: Smart List: select the Leads to include
Whom you include is up to you. In this example I want to restrict the updates to
Salesforce Leads OR Marketo only Leads (never Contacts or Clients).
Member of List – say, webinar leads.
Leads with an Email Address for best matching
Industry IS EMPTY (replace with desired, single field)

Step 7: Select One Field to Update
In this case, I chose Industry. It is critical to use IS EMPTY here because we never want to
overwrite existing field data. With this Smart List, only leads with no Industry will be updated with
just the Industry information, since we blocked the other fields.


Step 8: Unblock the Field in Previous Step
In another browser tab, keep AdminField Blocking open. Now unblock the field Industry,
just for Data.com updates.

Step 9: Flow: Enhance with Data.com = True

Step 10: Schedule: Check Qualified List
Click on Schedule to view the qualified count. I highly recommend clicking the number to view the
Qualified Leads for this run, just to be sure they all have Industry missing.


Step 11: Create a New View called Data.com View
When you click on the qualified count, a new lead view will appear. Make sure you create a new
View called DataCom View so you can monitor all the Data.com fields you plan to enhance.

Step 12: Select the list of fields you wish to monitor


Step 13: Schedule: Run Every Time
Since you want to include the same leads for each field

Step 14: Run Once

Step 15: Check your list to see how many records were updated
You can do this using the Campaign Members or checking your list and pressing the refresh icon
at the bottom.

Step 16: Repeat this process for each field.
Yes, I know this is laborious, however for the 5 to 10 fields you can update with Data.com, it’s
worth it to avoid overwriting key fields.



Chapter Review
Self-Quiz
True or False: You can use a Data.com+Salesforce login for Marketo’s Data.com enhancer.

How many credits does each lead update use?

When can you use an automatic Enrich with Data.com campaign?

Recommended Resources
Marketo Documentation
Data.com Enhancer Overview

Enhancing with Data.com (Explains simple batch updates)

Configure Data.com in Marketo

Data.com Field Mapping

How to do Field Blocking



Marketo Community
Data.com or ReachForce Smart Forms

InsideView or Data.com – also good points about Data.com Enrichment

Data.com really means Jigsaw.com

Vote to Improve the Enhance with Data.com action

Tools
Data.com

Jigsaw.com

ReachForce.com

InsideView.com

ZoomInfo.com


Using the Data.com Enhancer with Marketo

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