February 25, 2025

Solving Duplicate Data Challenges in Marketo and Salesforce

The Problem

A leading organization in the home building sector was grappling with significant data integrity issues. An audit revealed that their Marketo instance contained over 10,000 duplicate records, while their Salesforce system also suffered from an escalating number of duplicates. This fragmented data compromised the quality of their customer information and disrupted both marketing and sales operations.

Without a unified data management strategy, teams were left struggling with unreliable, inconsistent records.

The Plan

To address these challenges, the organization set out to create a cleaner, more reliable data environment.

Their objective was twofold: perform a one-time, comprehensive cleanup of existing duplicates and establish an ongoing process to maintain data quality. They needed a solution that would intelligently merge records, preserving essential details such as opt-in statuses and interaction histories, and while offering best practices for deduplication and data management across both Marketo and Salesforce. Cloudingo emerged as the clear choice to guide them through this transformation.

The Solution

Cloudingo delivered a powerful, multifaceted approach tailored to the organization’s needs:

• Deduplication in Marketo: Cloudingo efficiently identified and removed the 10,000+ duplicate records cluttering their Marketo database, significantly boosting data integrity.
• Advanced Deduplication Techniques: Moving beyond Marketo’s default deduplication based solely on email addresses, Cloudingo employed multiple fields and sophisticated criteria to catch duplicates that might otherwise slip through.
• Intelligent Record Merging: In the process of deduplication, Cloudingo ensured that key information, like opt-in statuses and interaction histories, was preserved safeguarding the valuable context behind each record.
• Automated Ongoing Cleanup: With configurable rules and confidence levels, Cloudingo set up an automated process to continuously monitor and dedupe new records, preventing future issues before they escalate.
• Synchronized Data Between Systems: By aligning deduplication efforts in both Marketo and Salesforce, Cloudingo ensured that the cleansed data remained consistent across all platforms.

"We used Cloudingo extensively for contact deduplication within Salesforce. It was very helpful in cleaning up our data, especially in Marketo. We loved the application, and I don’t think we could have cleaned up our data the way we were able to with any other app or method. Cloudingo worked wonders for us in addressing our data quality issues."

- Enthusiastic Customer

The Result

By implementing Cloudingo’s robust deduplication and automation features, the organization transformed its data management strategy. The initial cleanup eradicated thousands of duplicate records, and the ongoing automated processes now ensure that data remains pristine across both Marketo and Salesforce.

With a single, accurate source of customer information, this organization has improved operational efficiency and enhanced its ability to make informed decisions—demonstrating that a proactive approach to data management can deliver significant long-term benefits.