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RDN · RIGHTDATA NORMALIZER

Turn marketing data chaos into revenue-ready intelligence.

RightData Normalizer (RDN) is RightWave's cloud-based data-quality governance engine. It cleanses, normalizes, enriches, and measures the data inside your marketing stack in real time, so segmentation, deliverability, ABM, and reporting run on data your marketing and sales teams can trust. 46 data services, delivered in real time via webhooks, with zero Marketo API credits consumed.

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Adobe Marketo Engage · Technology Partner Real-time webhooks 0 Marketo API credits 46 data services
THE CHALLENGE & THE SOLUTION

Bad data is the number one drain on Marketo ROI.

Duplicate records, junk leads, and inconsistent fields silently erode segmentation, deliverability, and pipeline. Most teams patch it with manual effort and a stack of point tools. RDN fixes the root cause.

The problem

What bad data quietly costs you.

  • Wasted spendon bad data and junk profiles that never convert.
  • Weak segmentationfrom inconsistent job titles, functions, and firmographic fields.
  • Lost pipelinefrom poor data quality that stalls routing and follow-up.
The solution

Meet RightData Normalizer.

  • Cleans, normalizes, enriches, and measuresdata quality across your records continuously.
  • Integrates with marketing platforms and CRMsthrough APIs and webhooks, with no heavy lifting.
  • Real timeclean data flows back to Marketo instantly.
  • Reliable, actionable datafor both Marketing and Sales.
HOW IT WORKS

Real-time enrichment, zero API credits.

RDN works inside your existing Marketo flows. A record change triggers a webhook, RDN does the work, and clean data returns in the same response.

1

Trigger

A record created or updated in Marketo fires a webhook.

2

Process

RDN instantly cleanses, normalizes, enriches, and validates the record.

3

Return

Clean, enriched data returns in the webhook response.

4

Update

Marketo fields update immediately, with no delays.

0 Marketo API credits consumed · no batch jobs, no delays, no impact on campaigns
CAPABILITIES & USE CASES

46 data services across the full data-quality lifecycle.

From cleansing and normalization to enrichment, custom logic, governance, and advanced campaign tooling, RDN covers the work most teams stitch together across many tools.

1

Cleansing, Standardization & Normalization

  • Job titles, levels & functions
  • Countries & states
  • Industries & company sizes
  • Segments
  • Standard & custom picklists
  • Casing, whitespace & format fixes
2

List Import, Data Ingestion & Enrichment

  • CSV / Excel import
  • CRM & platform import
  • API & webhook ingestion
  • Data validation
  • Data enrichment
  • Transform & append
3

Lead-to-Account Matching

  • Fuzzy & exact matching
  • Configurable matching rules
  • Account identification & linking
  • ABM-ready engagement view
4

Custom JavaScript & Business Logic

  • Custom JavaScript services
  • Business rules & workflows
  • Field transformations & calculations
  • External API integrations
5

Data Quality Goals & Alerts

  • Data quality scorecards
  • Thresholds & validation rules
  • Alerts & notifications
  • Dashboards & reporting
6

Advanced Campaign & Marketing Tools

  • Dynamic PDFs & certificates
  • QR codes & promo codes
  • Event registration limits
  • Excel formulas & junk handling
  • Campaign personalization
REAL-WORLD USE CASES

Where teams put RDN to work.

01

Job level & function standardization

02

Junk scoring

03

ABM readiness & lead-to-account matching

04

Campaign content & event management

Marketo drives campaign execution. RDN makes sure the data powering those campaigns is clean, enriched, and ICP-matched - so you get a complete demand-generation motion instead of endless manual data prep.

WHAT YOU GAIN

A cleaner foundation, and the results that follow.

  • Higher campaign ROI from clean, well-segmented data
  • Faster time to value: 46 services live in hours, not months
  • Zero API credit consumption via the real-time webhook model
  • Lower total cost of ownership: one tool replaces many
  • Improved segmentation and ABM readiness
  • Less wasted spend on bad data and junk profiles
6,000+

Adobe Marketo customers RDN can plug into, thanks to a native, credit-free webhook model.

#1

Data quality is the top barrier to Marketo ROI. RDN is built to remove it.

Certified

Adobe Exchange listing gives joint customers a trusted, proven path.

Built for seamless integrations
SalesforceMarketoMCAE (Pardot)HubSpotMicrosoft DynamicsAPIsWebhooks & more
Trusted. Scalable. Reliable.Enterprise-grade security, high performance, and continuous innovation.
PLANS & ENGAGEMENT

Flexible for enterprise or SMB, standalone or inside a retainer.

RDN is available as a subscription and scales to your database and use cases. Pricing is scoped to record volume and the services you need.

  • All 46 data services included, across cleanse, normalize, enrich, custom logic, governance, and advanced campaign tooling
  • Real-time webhook model with zero Marketo API credit consumption
  • Live in hours, not months, with no batch jobs or campaign disruption
  • Flexible customization for enterprise or SMB use cases
  • Available standalone, or bundled inside a RightWave managed-services retainer
  • Priced by record volume and service scope

Request pricing & a proof of concept

Tell us about your platform and database, and we'll scope the right RDN plan and run a complimentary proof of concept tailored to your marketing and data operations.

Request Pricing →
RightWave
408.423.8300 · www.rightwave.com
99 S Almaden Blvd, Suite 600, San Jose, CA 95113
READ THE REVIEWS

What clients say about working with RightWave.

“

RightWave transformed our marketing operations. We no longer have to manage employee absences, product training, and technical recruitment.

Marketing Operations HeadGlobal SaaS Company
“

RightWave got our MarTech stack running, integrated, and operational in less than four weeks to meet a highly anticipated and publicized launch date.

Marketing HeadSaaS Startup
“

RightWave's audit and action plan were game-changers. They streamlined our marketing tech, improved data quality, and enhanced our team's capabilities.

Marketing HeadGlobal Software Company
FAQS

Frequently asked questions.

What is RightData Normalizer (RDN)?
RDN is RightWave's cloud-based data-quality governance engine. It cleanses, normalizes, enriches, and measures the data inside your marketing stack in real time, so segmentation, deliverability, ABM, and reporting run on data your marketing and sales teams can trust.
How does RDN avoid consuming Marketo API credits?
RDN uses a real-time webhook model. A record change in Marketo fires a webhook, RDN cleanses, normalizes, enriches, and validates the record, and clean data returns in the same webhook response, with zero Marketo API credits consumed and no batch jobs or campaign disruption.
How quickly can RDN go live?
In hours, not months. RDN works inside your existing Marketo flows, so there are no batch jobs, no delays, and no impact on running campaigns.
What does RDN include?
All 46 data services across six areas: cleansing, standardization and normalization; list import, data ingestion and enrichment; lead-to-account matching; custom JavaScript and business logic; data quality goals and alerts; and advanced campaign and marketing tools.
Which platforms does RDN integrate with?
Salesforce, Marketo, MCAE (Pardot), HubSpot, and Microsoft Dynamics, plus APIs and webhooks. As an Adobe Marketo Engage Technology Partner with an Adobe Exchange listing, RDN plugs into the 6,000+ Adobe Marketo customer base through a native, credit-free webhook model.
Can we buy RDN standalone, or with a RightWave retainer?
Both. RDN is available as a subscription priced by record volume and service scope. Run it standalone with your own team, or bundle it inside a RightWave managed-services retainer where our MOPS specialists configure, monitor, and continuously tune it for you.