Best Practice: What to do with a lead that does not fit your target?

[Anonymous]

Hi Marketo Community!

We are cleaning up leads for an upcoming campaign and are looking for recommendations on what to do with leads that do not fit your target market.  This could be for various reasons... incorrect persona, company size, or revenue amount.  We were deleting the leads, but they may come back through a newsletter signup or contact form.  We are considering marking them as marketing suspended.  What do you do?

Thanks!

[Anonymous]

Hey Toni,

I would create an engagement Nurture specifically for those Leads. You can be straightforward and ask them to subscribe to your mailings. If they Unsubscribe, I would DQ those, pull them from SFDC, and put them in a wait step for 6 months. Then at the end of the 6 months, have them deleted. I would delete those who show no action after a pre-determined time period, whether it be 2 days, a week, 2 weeks, etc.  For those who say that they would like to continue receiving your communications, keep'em in! You may have uncovered another target market.