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Anonymous
May 21, 2015
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Japanese Leads

  • May 21, 2015
  • 3 replies
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Looking for insights or Best Practices from folks on how they handle Japanese Leads. Our Japanese business unit is very insistent upon importing Japanese Leads and I have high concerns about how to manage that data in Salesforce and Marketo.

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Best answer by Casey_Grimes2

From a marketing automation point of view, there are several things you'll want to keep in mind if you're going to accept Japanese input:

Will these Japanese leads touch English-based or overall global efforts? The single biggest consideration here: knowing whether or not you want to use these leads as part of other initiatives, such as segments, mass mailings, etc. will determine most of your course of action. If your Japanese business unit is operating somewhat standalone, you may want to consider setting up Workspaces in your Marketo instance.

The Nashi Effect: I have seen at least two entirely different companies have JP list uploads using なし (which basically means "absence of a value") when fields aren't known. You will either need to specifically instruct your team to leave unknown values blank or have some campaigns doing proactive data management on this front.

Titles: It's quite common for job titles that actually mean the same thing to be written in several different ways given Japanese business culture. For example, "Manager" can be written as ＭＧＲ, マネージャー or 部長 in addition to Latin characters. As a result, this may break targeted job titles and roles.

Addresses: Japanese addresses often don't map 1:1 with Western fields for noting addresses and can be a pain. Wikipedia will give you a pretty good overview. It's something worth keeping in mind if you need to do regional segmentation.

Equivalencies for Predefined Value Fields: On a field that has a defined list of values (say, lead source or lead status), you want to ensure that whatever status is used is one that is either input directly in English or use your CRM to manage localized translation values for these tracking fields. Otherwise, your reporting on a global level will break.

Align Romanization: If romanization needs to be used by your Japanese business unit, they need to agree to one system for the sake of data hygiene.

3 replies

Josh_Hill13
Josh_Hill13
Level 10
May 21, 2015

What about the data is a concern? Is it handling the characters?

Remember to upload in UTF8 to avoid Marketo mis-reading non Latin characters.

A
Anonymous
May 21, 2015

Hi Josh,

No specific concerns about importing the data as someone in Japan would be doing the import. I’m just more concerned about unknown limitations or pitfalls of allowing Japanese character data to be imported.

Thanks!

Carrie

Carrie Philipp | Qumu

Senior Business Analyst

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A
Anonymous
May 22, 2015

Hi Carrie

My company in Japan is using marketo from two years ago.

I have't had any issue in data management.

But in creating assets (eg. LP,Forms,Email etc.) and programs, be careful.

Casey_Grimes2
Casey_Grimes2Accepted solution
Level 10
May 24, 2015

From a marketing automation point of view, there are several things you'll want to keep in mind if you're going to accept Japanese input:

Will these Japanese leads touch English-based or overall global efforts? The single biggest consideration here: knowing whether or not you want to use these leads as part of other initiatives, such as segments, mass mailings, etc. will determine most of your course of action. If your Japanese business unit is operating somewhat standalone, you may want to consider setting up Workspaces in your Marketo instance.

The Nashi Effect: I have seen at least two entirely different companies have JP list uploads using なし (which basically means "absence of a value") when fields aren't known. You will either need to specifically instruct your team to leave unknown values blank or have some campaigns doing proactive data management on this front.

Titles: It's quite common for job titles that actually mean the same thing to be written in several different ways given Japanese business culture. For example, "Manager" can be written as ＭＧＲ, マネージャー or 部長 in addition to Latin characters. As a result, this may break targeted job titles and roles.

Addresses: Japanese addresses often don't map 1:1 with Western fields for noting addresses and can be a pain. Wikipedia will give you a pretty good overview. It's something worth keeping in mind if you need to do regional segmentation.

Equivalencies for Predefined Value Fields: On a field that has a defined list of values (say, lead source or lead status), you want to ensure that whatever status is used is one that is either input directly in English or use your CRM to manage localized translation values for these tracking fields. Otherwise, your reporting on a global level will break.

Align Romanization: If romanization needs to be used by your Japanese business unit, they need to agree to one system for the sake of data hygiene.

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