How To Import a Static List into Marketo

February 20, 2013 Chris Leonard

Sometimes it's the little things that stand in the way of progress. Don't let importing a list be one of them.

We recommend always importing a list directly into a program in order to track & report on lead imports more accurately.

A static list of leads can be generated by a variety of untrusted or trusted sources, such as:

  • Untrusted – list generated by third party vendors (e.g. Jigsaw).
  • Trusted – an employee at your company entering visitors to your tradeshow booth on a spreadsheet.
  • Trusted – an employee at your company creating a pre-filtered list of leads for a specific purpose.

This concept of untrusted and trusted sources plays an important part in how your data will be treated by Marketo upon import.

Prepare the List

Marketo accepts tab-delimited text files (.TXT), comma-separated value (.CSV) files, and semicolon separated value files. Marketo recommends that you use .CSV files because they’re well-supported by desktop and CRM applications.

Create or store the lead file on a local drive. (Marketo cannot import a list if it is located on an external server.) Marketo accepts tab-delimited text files (.txt), comma-separated value (.csv) and semi-colon separated value files. However, .csv  files are recommended as they are well-supported by desktop and other CRM applications.

Marketo expects the import list to match a certain format:

  • The field names must be in the first row, each matching a field in Marketo.
  • Each lead should be in its own row following the header row.
  • Leads must have an email address, otherwise they cannot be imported.
  • Only include the columns that you want to import to Marketo. The fewer the columns you have, the faster the import will go.

As noted above, it is important that the field names in your import file match the field names Marketo uses in the database.To get a list of these field names, export a few leads from the Marketo lead database. The field names will be in the first row of the exported list. Learn how to export a list.

Tip: For the sake of speed, export a list with a small number of leads, such as a static list with a single lead. Then open the two lists and change your import list field names to correspond with those in the exported list.

Common Field Names and Marketo-to-SFDC Mapping

Use the naming convention shown in the far left of the chart below when you prepare your files for upload. Also make sure you use Initial Caps when creating the header fields in Excel.

Friendly Label
SFDC Lead SFDC Contact SFDC Account API Name
Annual Revenue AnnualRevenue   AnnualRevenue AnnualRevenue
City City   Billing City City
Company Name Company Company Name Company
Country Country   Billing Country Country
Department Department Department   Department__c
Email Address Email Email   Email
First Name FirstName FirstName   FirstName
Industry Industry Industry   Industry
Last Name LastName LastName   LastName
Location of HQ Location_of_HQ__c     Location_of_HQ__c
Main Phone     Phone MainPhone
Mobile Phone Number MobilePhone MobilePhone   MobilePhone
Notes (L) Notes_c Notes_c   Notes__c
Num Employees NumberofEmployees   Numberof Employees NumberOfEmployees
Phone Number Phone Phone   Phone
Postal Code Postal Code   Billing Postal Code PostalCode
SIC Code     Sic SICCode
State State   Billing State State
Address Street   Billing Street Street
Job Title Title Title   Title
Website Website   Website Website

Import the List

To import a static list, navigate to the program you want to import the leads to, or create a new one.

Marketo Image File

Name the new program.

Create a new list by right-clicking on the program to add a new local asset.

Name the new list.

Right-click on the static list icon and select "Import List".

From here, the Import List dialog box will display and walk through a three-part import process:

  • Step 1: Select File.
  • Step 2: Import Preview.
  • Step 3: Import Options.

Step 1: Select File

1. File: Browse to the file on your local machine that you want to import.

2. File Format: Select the file format from the drop-down.

  • Auto Detect (System will auto detect format, but file must be in one of supported three formats.)
  • Comma Separated Values (recommended).
  • Tab Delimited.
  • Semicolon Separated Values.

3. Trusted Source: Select whether the file is from a Trusted or Untrusted source. Refer to the beginning of this article for examples of trusted and untrusted sources.

Note: This option only displays if an Admin blocked field updates from a trusted or untrusted source on at least one field in Marketo. Learn more about blocking field updates from trusted and untrusted sources.

4. List Import Mode: Select the appropriate import mode for your list of leads.

Note: List Import Mode is only available for roles with the Advanced List Import permission enabled. All other users won’t see this drop-down and any list they import defaults to the Normal import mode.

  • Normal – allows de-duplication of leads by email. So, new email addresses will prompt the creation of a new lead record regardless if other contact information is the same. Selecting this mode will:
    • De-duplicate leads.
    • Log change data value and add to list activities.
    • Update lead fields.

Caution: In Normal mode, large lists may take a long time to import. You can continue to use Marketo as your list imports and you can subscribe to receive an email once the import is complete (described later in this article).

  • Optimized for new leads – behaves exactly like Normal mode, except it is optimized for “new” lead records.

Caution: Only use this mode if your list contains very few or no existing lead records. This mode is for lists containing new lead records only or primarily new lead records. If you have existing leads in the list, choose “Normal” mode. If you choose this mode and your list contains existing lead records, the existing lead records can slow-down the import process.

  • Skip new leads and updates – does not impact existing lead records and does not log any activities. This mode is used to create quick, pre-filtered static lists of existing leads for use in your marketing activities. Selecting this mode will:
    • Skip new lead creation.
    • Skip lead field updates.
    • Skip activity logging.

5. Click Next when you are ready to move on to the next step.

Step 2: Import Preview

1. Preview the fields that will import, the fields that will be ignored, and the fields that will be blocked from updating during list import. Fields that will not import are the fields above, that have a blank value in the Marketo Field column. You must select the correct field you would like the list column value to map-to. Be sure to check all of the mapping lines for accuracy. Blocked (Field Management) fields will not accept an update and have the green zigzag underneath them (see Lead Source above). If you would like to ignore a column, choose —IGNORE— in the Marketo Field drop-down list.

Note: Updates to a field are blocked only if the field already contains data in Marketo. If the field is empty in Marketo, the field accepts the data from the list being imported.

Learn more about ignored fields and blocked field updates during list import.

2. Click Next when you are ready to move on to the next step.
Step 3: Import Options

1. List Name: Enter a new list name or append an existing static list with the data you are importing.

2. Revenue Stage: This option is only applicable if you have a defined Revenue Cycle Model.

  • None:  Select this option if you do not have a Revenue Cycle Model in place or if you do not want to associate the leads you are importing with a stage in your model
  • Auto-Assignment: Select this option if you want the system to evaluate the leads upon import and place them within the correct stage of your Revenue Cycle Model based on the auto-assignment rules you defined when the model was created.

3. Acquisition Program: The Acquisition Program is the Program that acquired the new lead. So, for instance, if you had a manual list of new leads obtained at an event and wanted to import them into Marketo, you would select the Event that the news leads were acquired from in the drop-down menu. This is important for reporting purposes and understanding Program effectiveness. Select None if a Program should not be assigned to new leads being imported.

4. Click Import when you are done.

5. Once you click import, a processing dialog box displays in the upper right corner.

6. If you want a notification to be sent to yourself or others when the list is finished importing, click Send Notification. The Send Alert dialog displays.

7. Enter the email address(es) you want to receive an alert when the list is finished importing. Use a comma or semicolon between email addresses. If you have sent alert notifications in the past, use the drop-down menu to select an existing email address in the system.

8. If the list was small and imported fast, a "complete" message displays in the upper right corner.

Source: Marketo Community

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1.    Go to Lead Database tab and select the New Lead 2.    Fill out the form – click Create 3.    Look up ...

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