Hold Out Population?

[Anonymous]

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?

[James_Leedom1]

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?

[Anonymous]

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_Leedom1]

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.

[Rachel_Egan]

Lisa Luskin and James Leedom, another way you can do it is by using "Random Sample" so that you don't have to know exactly who you are blocking, you are just making sure to get a truly random group of leads.

1. Create a list (probably in your lead database) named "LST-No Emails" or whatever you decide
2. Set up a smart campaign with no filters (this will grab all your leads)
3. In the flow step, select "Add to List" and then say "If Random Sample is 20, List name is LST-No Emails"
   
   

[SydneyMulligan]

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."