Create an Email Validation Process in Data Integrity

With Email Validation in Data Integrity, you can verify whether contacts are still employed at their associated companies and validate their email addresses in your CRM and Marketing Automation Systems (MAS). 

You can validate emails for the following objects:

• Salesforce: Contacts and Leads
• Microsoft Dynamics: Contacts and Leads
• Marketo Marketing Automation System (MAS): Leads
• HubSpot MAS: Contacts
• HubSpot CRM: Contacts

To manage and see details for existing Data Integrity processes, see Manage a Data Integrity Process.

Benefits of Email Validation in Data Integrity

• Improve data accuracy: Identify invalid email addresses and contacts who are no longer employed at their associated companies.
• Reduce email bounce rates: Identify invalid email addresses to improve email deliverability and protect sender reputation.
• Automate email validation: Schedule recurring validation processes to keep contact data up to date.
• Prioritize high-value contacts: Apply custom filters to validate specific contact segments, such as open opportunities or target account lists.
• Improve sales productivity: Help sales teams avoid spending time contacting people with invalid email addresses or outdated employment information.
• Optimize marketing spend: Reduce wasted outreach and marketing automation costs associated with invalid contact records.

How Email Validation Works

When Demandbase identifies a matching person record, Email Validation uses a third-party service to validate the email address. Demandbase then writes the following information to the selected fields in your CRM or MAS:

• Last Email Validated Date: Date the email address was last validated using Email Validation.
• Employment Status: Past or Current.
• Email Validation Status: Valid Email, Invalid Email, or Valid Domain.

Email Validation does not update or correct email addresses. To update email addresses, use Enrich along with Email Validation in Data Integrity. See Create an Enrich Process in Data Integrity.

Prerequisites to Create an Email Validation Process in Data Integrity

• You must have access to Demandbase One for Marketing.
• You must have a license for Demandbase Data Integrity.
• You must integrate with Salesforce, Microsoft Dynamics, Marketo, or HubSpot:
  • Integrate with Salesforce
    Important: Records excluded by Account or Field ingestion control are also excluded from Data Integrity. People associated with excluded accounts are also excluded.
  • Integrate with Microsoft Dynamics
  • Integrate with Marketo
    Important: Records excluded by People or Field ingestion control are also excluded from Data Integrity.
  • Integrate with Hubspot Marketing Automation System (MAS)
  • Integrate with Hubspot CRM
• You must have Admin permissions or be assigned a permission set with the required Demandbase settings access.

Create an Email Validation Process in Data Integrity

1. From the left navigation bar, go to Orchestration > Data Integrity.
2. Click Create New.
3. Enter a Name. 
4. Select an Integration type: Salesforce, Microsoft Dynamics, or HubSpot.
5. Select Job Type as Email Validation.
6. Select a Member Type:
   • Salesforce: Contacts or Leads
   • Microsoft Dynamics: Contacts or Leads
   • Marketo: Leads
   • HubSpot MAS: Contacts
   • HubSpot CRM: Contacts
7. Click Create Process.

Step 1: Configure

1. Record Segmentation: Select the records you want to validate.
   • Validate emails for a [Member Type] based on custom criteria: This allows you to proceed to Step 2: Segment where you can use selectors to define which types of records to validate.
     • [Member Type] created after [date]: Validates records created in your MAS or CRM after selected date.
       Important: 
       • You must select a date prior to today. If you don’t, no records are validated.
       • This step is optional for CRM and mandatory for MAS.
   • Validate [Member Type] for all [Member Type]: This skips Step 2: Segment and validates all records without filtering.
     • [Member Type] created after [date]: Validates records created in your MAS or CRM after selected date.
       Important: 
       • You must select a date prior to today. If you don’t, no records are enriched.
       • This step is optional for CRM and mandatory for MAS.
   • Validate emails that are part of a process: Select an existing Data Integrity process from the drop-down. Demandbase uses all accounts in the selected process for email validation.
2. Validation Frequency: Select how often you want to validate records.
   • One Time: Validate records only once.
   • Every [days] starting [date]: Validate email addresses every 30, 60, or 90 days, starting on the selected date. Each run validates all records that meet the defined criteria, regardless of when they were created in your CRM or MAS.
3. Click Next.

Step 2: Segment

1. Use selectors to choose which records you want to validate. For example, validate email addresses for contacts with more than 10 Engagement Points.
2. Click the right blue refresh icon to see the number of records that meet the selector criteria. 
   Important: The  number of records are also based on the lookback date selected in Validate emails for a [Member Type] based on custom criteria > [Member Type] created after [date].
3. Click Next.

Step 3: Enrich Fields

1. Map the following Demandbase fields to the corresponding field in your Salesforce, Microsoft Dynamics, Marketo, or HubSpot:
   • Last Email Validated Date
   • Employment Status
   • Email Validation Status
     Important: You cannot edit Demandbase fields, Field Type or Update Action.
2. Click Next.
   Important: All rows must be filled out before you can proceed to the next step.

Step 4: Review

1. Review the configuration.
2. Click Save & Activate.