All posts by Kelsey Moen

You’ve (hopefully) seen the emails. Tomorrow, August 15, 2018, Marketo’s updated data retention policy goes into effect.

But what does this mean for you and your Marketo data?

The new data retention policy has two parts, high volume activities will now only be retained for 90 days and then deleted. Other lead activities will be retained for 25 months and then deleted. The only exception to this is new lead activity – you will always be able to see in your activity log when and how a lead was created.

Here is the data that will be deleted in Marketo after 90 days (same as today):

  • Add to List
  • Change Score
  • Change Data Value*
  • Visit Webpage
  • Click Link on Webpage
  • Sync Lead to SFDC
  • Sync Lead to Microsoft
  • Sync Lead Updates to SFDC
  • Update Opportunity
  • Request Campaign

Here is the data that will be deleted via Marketo after 25 months:

Activities Retained for 25 Months

If you need to retain more of this data beyond the specific time constraints you have a couple of options. You can bulk extract the data periodically and store in another system (see here for more information on the bulk extract API). The main limitation to the bulk extract API is a daily export allocation of 500 MB. If you plan to export extremely large files, an upgrade in export size will be necessary. The date range filter also maxes out at 31 days, depending on how far back you want the data to cover.

Your other option is to upgrade to Marketo’s premium Extended Data Retention subscription, which will extend your 25 months worth of data to 37 months.

Overall, the effect of the data retention is two fold. Beyond ensuring that your data is compliant with GDPR, you could see speedier load time in Marketo with less data to sift through. Depending on usage, you may see faster email sends, faster smart list processing, and faster campaign execution overall.

The other area where you’re going to see changes are smart list filters and flow steps where you can filter by an activity within a certain time period – those actions will only apply within the data retention period. Similarly, for engagement programs and smart campaigns, you will only be able to see membership within the data retention period.

To workaround these limitations, think through specific activities you want to record and try creating static lists or trigger campaigns (with custom fields) to update when specific activities occur. That way you can still segment based on this activity after the data retention period is over.

Have questions about how to retain your data? Need help exporting high value data so your reports stay clean? Contact Leadous, we can help!

All posts by Kelsey Moen

Marketing automation has changed the way marketers look at the world.  Leadous has Partnered with Marketo to bring best in class automation into the hands of those that are resource and fund constrained to leverage automation for lead generation so that everyone can experience the value of automation.

This model works best for companies that see a vision for marketing automation but want to take a step by step approach to ensuring they have all of the components in place to fully leverage marketing automation.  MA-AAS gives organizations the ability to fill all of the gaps, test, refine and plan for an expanded use of Marketo and its powerful features that drive digital demand generation.

The three options below are based on organizational and database size and are priced to provide the resources, time and investment necessary to drive results and prove ROI.

LEVEL I LEVEL II LEVEL III
Client Company Size Small/Med Med/Large Enterprise
Contacts Database Size <5,000 5,000-10,000 10,000–30,000
Content Portfolio Count 12 18 24
RES2L Included Included Included
Content Plan Included Included Included
Campaign(s) 1 2 4
Campaign Plan(s) Included Included Included
Emails Per Month 4 8 16
Reports 2 2 4
Alert(s) 1 2 4
Leadous Modular Template Included Included Included
Weekly Meeting/Metrics Included Included Included
Standard Technical Set-Up Included Included Included
Lead Scoring Included Included
Lead Lifecycle Included
MA-AAS VISION PLAN Included Included Included
Monthly Investment $4,500 $6,500 $8,250
Total Investment $54,000 $78,000 $99,000
Commitment Expiration 12 Months 9 Months 6 Months

 

Includes Marketo Workspace License fee.  Does not include content development or copywriting.

Additional items may be added to any of the above packages and will affect the monthly fee.

At the expiration client agrees to rollover their workspace to a stand alone Marketo instance.

 

DELIVERABLES BY MONTH

LEVEL I | 12 Months

 

DELIVERABLES 1 2 3 4 5 6 7 8 9 10 11 12
RES2L 𐑎
Content Plan 𐑎
Campaigns 𐑎
Campaign Plans 𐑎
Emails Per Month 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
Reports 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
Alerts 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
Leadous Modular Template 𐑎
Weekly Meeting/Metrics 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
Standard Technical Set-Up/Data Clean & Load 𐑎
Best Practice Lead Scoring Model 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
MA-AAS VISION PLAN 𐑎

LEVEL II | 9 Months

 

DELIVERABLES 1 2 3 4 5 6 7 8 9
RES2L 𐑎
Content Plan 𐑎
Campaigns 𐑎
Campaign Plans 𐑎
Emails Per Month 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
Reports 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
Alerts 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
Leadous Modular Template 𐑎
Weekly Meeting/Metrics 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
Standard Technical Set-Up/Data Clean & Load 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
Best Practice Lead Scoring Model 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
MA-AAS VISION PLAN 𐑎

LEVEL III | 6 Months

 

DELIVERABLES 1 2 3 4 5 6
RES2L 𐑎
Content Plan 𐑎
Campaigns 𐑎
Campaign Plans 𐑎
Emails Per Month 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
Reports 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
Alerts 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
Leadous Modular Template 𐑎
Weekly Meeting/Metrics 𐑎 𐑎 𐑎 𐑎 𐑎 𐑎
Standard Technical Set-Up/Data Clean & Load 𐑎
Best Practice Lead Scoring Model 𐑎 𐑎 𐑎 𐑎 𐑎
Best Practice Lead Lifecycle Model 𐑎 𐑎 𐑎 𐑎 𐑎
MA-AAS VISION PLAN 𐑎

 

Months equate the first 30, 60, 90 days, etc.  And do not line up to a calendar month.

Got questions? Contact us for more details!

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