Healthy databases make happy marketers. There are many benefits to clearing worthless leads out of your Marketo database:
Begin your cleanse with these 5 steps and enjoy all the benefits of a healthier database.
Inactive leads are easy to identify using the inactivity filters in smart lists. Consider using a combination of all the following filters when building a list of leads for removal:
*NOTE: One thing to remember here is that when using inactivity filters, you want to use the “ALL” filter logic. “ALL” turns the filters into “NOR” logic: they haven’t visited a web page, nor have they filled out a form.
Take a look here for a visual of this smart list. I’d recommend using 1-2 years for the timeframe of the activity, as long as the type of activity is available that far back. (Some types of activities are archived after 90 days.) Experiment with dates and view the number of leads returned to help you decide how long you are comfortable with. Also take your sales cycle into consideration. If you have a very quick and transactional deal cycle, then you might want to shorten the time frame to 6 months.
Leads are marked “Email Invalid = True” when there is a hard bounce upon an email send. You can identify the leads who are invalid, and the reason for the hard bounce by building a “Leads by Invalid Reason” Lead Performance report in Analytics. For the smart list, filter for leads who are “Email Invalid = True”, then Group Leads by “Email Invalid Cause”. You’ll see reasons such as:
These email addresses don’t exist and/or are not deliverable, so there’s no reason to keep these leads. If you see a reason such as:
Take a look at the email address of the lead, and see if it’s a punctuation error you can fix (i.e. a comma at the end of the address, or two email addresses in the field). When you’ve fixed the address to a correct format, change “Email Invalid” back to “False”, so that you can attempt to message this lead again in the future.
Once this is complete, make a smart list of leads who are “Email Invalid = True” to be used for removal.
Don’t you want to know where all these useless leads are coming from before you purge them? Discover your low-quality sources with a simple Lead Performance report grouped by your Lead Source or Lead Source Detail field. For the smart list of the report, use two “Member of Smart List” filters and include the inactive and invalid lists built above. Sort leads “Descending”. Who’s at the top? You may not want to renew your contract with that vendor next year.
Before you delete your leads, export CSVs of each smart list with all columns to back up all data possible. There’s no cost to keeping these leads, and knowing you can easily import the leads back into the database reduces your stress level when hitting that final delete button.
Using the smart lists, highlight all leads and delete. Go ahead and remove them from CRM too, since you’ve included the SFDC inactivity filter. Don’t be nervous! Think of it as taking out the garbage, and enjoy a cleaner and healthier place to productively manage your leads.