Client Overview
Industry
High-Tech Services
Region
United States
Company Size
10k+ Employees
Featured Solution
M-Clean
Context
The customer is a leading global professional services provider specializing in Microsoft technologies, offering solutions across AI, cloud, business analytics, digital transformation, security, and managed services.
Using Marketo as their marketing automation platform and Microsoft Dynamics as their CRM, they began experiencing a rise in duplicate records across both systems over time.
These data issues affected their ability to target the right audience and weakened overall campaign performance. They also created operational inefficiencies across teams, leading to unnecessary platform license usage. To restore reliable, unified data across systems and streamline their marketing workflows, the customer partnered with Grazitti.
Business Challenges
The primary challenge was to eliminate duplicate records in Marketo and Microsoft Dynamics without disrupting ongoing marketing & sales operations.
Duplicate Data
The large number of duplicate records in both platforms – Marketo and MS Dynamics made it difficult to manage clean and unified customer profiles.
Decline in Campaign Performance
Compromised data quality negatively impacted the overall efficiency and success of marketing campaigns.
Inefficiencies for Support Teams
Support reps struggled to provide accurate, timely help because customer details often appeared multiple times or conflicted with each other.
No Controls to Prevent Real-Time Record Duplication
Without automated safeguards, new duplicate entries kept entering the system, further degrading data integrity.
Solutions
To streamline data and prevent duplicates, the team executed the following steps:
- Connected Marketo with M-Clean via REST API:
- Set up a fresh M-Clean instance and integrated it with Marketo using the customer’s REST API credentials.
- Easy, Single-Click Duplicate Removal:
- Enabled teams to clean existing Marketo duplicates effortlessly with just a few clicks.
- Prevented Real-Time Duplication:
- Added safeguards to avoid the creation of new duplicate records during real-time data flow.
- Accurate Real-Time Dedupe Reports:
- Equipped teams with accurate, up-to-date reports to support better campaign planning and execution.
Business Outcome
- Unified, Accurate Data Across Marketo & MS Dynamics
- All duplicate and inconsistent records were cleaned, ensuring seamless and reliable data consistency across both platforms.
- Improved Sales & Support Productivity
- With consistent, accurate customer data, teams focused on qualified leads and delivered more precise, high-value support, which boosted overall productivity.
- Improved Customer Satisfaction
- Consistent, non-repetitive communication helped deliver smoother customer interactions and enhanced overall satisfaction.
- Better Strategic Decision-Making
- With reliable, up-to-date data, teams could make faster, more accurate decisions that strengthened marketing and sales planning.
- Stronger Revenue Opportunities
- Accurate lead tracking and timely follow-ups enabled teams to capture more opportunities and improve conversion potential.
- Greater Operational Efficiency
- Automation and cleaner data significantly reduced manual cleanup efforts, allowing teams to focus on high-value work.
Highlights
42%
Boost in Campaign Performance
67%
Reduction in License Costs
41%
Decrease in Support Time
53%
Cut in Campaign Costs
Conclusion
The client strengthened their marketing operations by leveraging M-Clean to clean and unify data held in Marketo and Microsoft Dynamics. Duplicate records were removed with complete accuracy, enabling teams to work with a trusted source of truth. With clean, real-time data powering their campaigns and internal processes, the customer improved targeting, reduced operational inefficiencies, and achieved significantly higher marketing performance.
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