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A
Anonymous
July 14, 2016
Question

Hold Out Population?

  • July 14, 2016
  • 2 replies
  • 2184 views

I would like to have a certain percentage of all my leads in Marketo to be held out from receiving my status driven emails.  Said another way, I want 80% of my leads to get emails along the sales funnel and 20% to not get my emails so as to quantify the impact these emails have on conversion.  Is there a way to do this?

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2 replies

James_Leedom
Adobe Employee
James_LeedomAdobe Employee
Adobe Employee
July 14, 2016

Hi Lisa,

Do you want the same 20% of individuals to not receive emails? Or is this 20% a fluid group of people who come and go?

A
Anonymous
July 14, 2016

The same 20% of people to not get any of the emails... I'd ideally like to be able to do it via Marketo and not by excluding certain leads from entering Marketo.

James_Leedom
Adobe Employee
James_LeedomAdobe Employee
Adobe Employee
July 14, 2016

The manual way that I can think of to do this would be to create a static list in your Lead Database of the people who you want to be in this 20%. One way this can be done is by importing that list of leads. How you divvy them up is probably subjective. Then, you would use a smart filter "Member not in '20% list'" on your marketing emails.

I think this is a really great idea to effectively show how Marketing efforts directly funnel large quantities of quality leads to sales. If anyone else has a less-tedious way to get this done, I would love to hear it.

    SydneyMulligan
    SydneyMulligan
    Level 7
    July 14, 2016

    James is right. You can also use a segmentation. We have a database segmentation for "Marketable" leads that I use to exclude anyone who has unsubscribed, bounced, is a competitor, or doesn't meet our buyer requirements. I also have some lists that I have received to upload that Sales does not want to be marketed to right now, and I exclude those in my Marketable segmentation. Then in all of my smart lists and program templates, I always include "Marketable Segment is Marketable."

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